Delivered as a four-hour workshop at the Land Trust Alliance Rally in New Orleans, September 17, 2013.

1. How to Communicate Like
Their Favorite Nonprofit
http://www.flickr.com/photos/saraalfred/3199313309
Kivi Leroux Miller
Nonprofit Marketing Guide.com
Bonus Helpful Handouts:
kivilm.com/hello

2. kivilm
nonprofitmarketingguide
Daily Blog
Weekly E-Newsletter
Why Listen?

3. We get media messages a day.
We pay attention to about
We positively remember about
The rest?
So WHAT?
WHO Cares?
3,000
52.
4.

4. Donor Attrition Rate Between
First and Second Gift
55-65%
http://www.flickr.com/photos/mountainash/5082502256
Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy

5. Loss of Regular or
Sustaining Givers from
One Year to the Next
30%
Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy
http://www.flickr.com/photos/tenaciousme/6860901697

6. First Gifts Not as Generous
as They Could Have Been
75%
http://www.flickr.com/photos/alancleaver/4279482716
Source: Cygnus Donor Survey

7. This is
not a
false
alarm.
This is
serious.
www.flickr.com/photos/kevandotorg/6150398527/

8. So, how
DO we
keep
the love
alive?
http://www.flickr.com/photos/ideaablaze/4681998874

9. BIG HINT
It has NOTHING
to do with your
admin/overhead
percentage.

10. Source: Network for Good’s Online Giving Index: http://www.onlinegivingstudy.org/quarterlyindex
Why do people give so
much in December?
Another Big Hint:
It’s not really about the tax deduction.

11. People
help
because it
gets them
high.
http://www.flickr.com/photos/jorge-11/4787290028

12. 57% support nonprofits because the cause
is “important to me or someone I know.”
Source: Georgetown University and Ogilvy PR

13. Why Get Involved
50% get involved because “it is
something that has impacted me or
someone I know.”
Source: Georgetown University and Ogilvy PR

14. 38% get
involved
because “I feel
like I can make
a difference.”
http://www.flickr.com/photos/edenpictures/5134959531 Source: Georgetown University and Ogilvy PR

15. How They Feel Predicts Behavior
• I am a committed
(nonprofit) donor.
• I feel a sense of
loyalty to (nonprofit).
• (Nonprofit) is my
favorite charitable
organization.
Based on research by

16. Favorite Charities Get More
Half of donors give 2/3rds of their annual
donations to a single favorite charity.

17. http://www.flickr.com/photos/stevendepolo/4137096855
The real
question:
How can
you
become
their
favorite
cause?

18. The Inner
Bookkeeper
and the
Inner Angel

19. BEHAVIORAL ECONOMICS:
The effects of
social, cognitive, and
emotional factors on
the economic decisions of
individuals and institutions
Read Dan Ariely or just Google “Homer Simpson for Nonprofits”
and “Lisa Simpson for Nonprofits”

20. MARKET NORMS:
Making decisions based on the
self-interest and personal benefits
of the transaction.

21. SOCIAL NORMS:
Making decisions
based on
community,
cooperation or
altruism for
psychological
rewards.

22. Mixing the two rarely
works for nonprofits.

23. Let’s look for
Market Norms and
Social Norms in
Land Trust
Facebook Pages

24. There’s some
bookkeeper
in all of us.

25. What the Inner Bookkeeper Likes
• Facts and Figures – Numbers of all
Kinds!
• Budgets
• Tax Savings
• Tax Receipts
• Overhead/Admin Percentages
• Logistics
• Event Announcements

26. But we are
mostly Angel.
The Angel
ALWAYS wins.

27. Angels want to
feel appreciated.
http://www.flickr.com/photos/ganatlguard/8289339879

28. Angels want to
feel included.

29. Angels want to
feel in the know.

30. What’s your mix now?
How can land trusts do
more angel
communications?
Appreciated, Included, In the Know

31. Here’s how
this works . . .

32. You create
communications that
are relevant
to their lives.
You understand your
donors’ inner angels.
1
2
http://www.flickr.com/photos/epsos/8067736728

33. You create
opportunities for people
to connect and engage.
You become a
favorite organization.
3
4
http://www.flickr.com/photos/stickergiant/8046982406

34. People say
Yes! when
you ask them.
You get what
you need to achieve
your mission!
6
5
http://www.flickr.com/photos/audiolucistore/7403731050 http://www.flickr.com/photos/usnavy/5601169958
Win!

35. Ready?

36. http://www.flickr.com/photos/easylocum/6295498621
First, you have to
bring the thing to life.
Bonus Helpful Handout: kivilm.com/hello

37. A Helpful
Friend
• Direct client
services
• Down to earth,
friendly, casual
• Spot-on with
pragmatic advice

38. A Trusted
Authority
• Want to be
perceived as the
expert
• More
straightforward,
well-documented
• Objective &
opinionated

39. A Reliable
Performer
• Good for basic
donor relations for
ongoing work
• Trustworthy with
your support
• Storytelling that
shows impact

40. An Innovative
Changemaker
• Not afraid of big,
hard goals
• Bold, focused,
driven
• Often
spokesperson
driven

41. What would each of these
look like if applied to a
land trust?
• Who would be most important for you to
communicate with?
• What would be in your newsletter or on
Facebook?
• Who would be the face of your organization?

42. http://www.flickr.com/photos/shimelle/478989869/
Decide who you are, then stay
connected to your angels by being
relevant in their lives.

43. Follow the Six Rs of
Relevant Messaging
Download as a PDF:
kivilm.com/hello

44. It’s Rewarding
The benefits of following
through on the calls to
action are clear.

45. Thank you, Tom Ahern, for the example.
Ten fold increase from one
edition of the newsletter to the
next, simply by switching from
corporate storytelling to donor-
centered storytelling. “Spine
care” raised $5,000.
“Zawadi” raised $50,000.
REWARDING
MESSAGES:
Make donors feel
awesome!

46. REWARDING
MESSAGES:
Make donors feel like
they are part of it.

47. REWARDING MESSAGES:
Let donors celebrate,
even when the mission is
serious or sad.

48. 24K shares & 72K likes
in 24 hours (nearly double the
dog photo from last year!)
REWARDING
MESSAGES:
Let donors express
themselves.

49. Where’s the reward for
supporting your
land trust, if I don’t own
land that might need an
an easement?

50. It’s Realistic
The barriers to following
through on the call to
action are addressed.

51. REALISTIC MESSAGES:
Acknowledge and address
their fears head on.

52. REALISTIC MESSAGES:
Acknowledge that donors
may really care about
things you consider
tangential.

53. REALISTIC
MESSAGES:
Make it easier to
follow through.

54. REALISTIC MESSAGES:
Acknowledge that WE
aren’t experts like YOU!

55. Where should land trusts
be more realistic in their
communications?

56. It’s Real Time
It makes sense given the
context and what else is
happening right now.

57. REAL-TIME
MESSAGES:
Connect to
what they are
already hearing
about.

58. REAL-TIME
MESSAGES:
Acknowledge
what else is
happening in
their lives.

59. REAL-TIME MESSAGES:
Acknowledge what else is
happening in their lives.

60. REAL-TIME MESSAGES:
Are often planned in advance!

61. REAL-TIME MESSAGES:
Don’t wait for an
annual report to show
progress.

62. Let’s plan some land trust
communications for the
biggest events in October
and November.

63. It’s Responsive
They can tell we are
listening and taking what
we hear into account.

64. RESPONSIVE MESSAGES:
Show that your org is full
of helpful humans.

65. What you want to say
http://www.flickr.com/photos/chefranden/741135828

66. What they want to hear
http://www.flickr.com/photos/nate/412768397

67. What you need to produce
http://www.flickr.com/photos/habesha/399355643

68. What’s Your
Broccoli and
Cheese?

69. RESPONSIVE MESSAGES:
Prove to us that you can
relate!

70. HSUS Goal for Responsiveness:
2 hours on Facebook; 30 minutes on Twitter

71. What are the top three
questions people ask
about your land trust?
Where are the answers?

72. It’s Revealing
We are sharing or
showing something new
and interesting.

73. REVEALING MESSAGES:
Let us learn alongside you.

74. REVEALING MESSAGES:
Can challenge us . . .

75. REVEALING MESSAGES:
Share the back stage
story.

76. REVEALING MESSAGES:
Take us behind the
scenes.

77. What back story can
you tell?
How can you take us
behind the scenes?

78. REVEALING MESSAGES:
Share what happened AFTER
the fundraiser.

79. What did you do this year
with the money you raised
at last year’s big fundraiser?

80. It’s Refreshing
The style and tone are
authentic and maybe a
little surprising.

81. REFRESHING MESSAGES:
Have some fun!

82. REFRESHING MESSAGES:
Can make you look twice.

83. REFRESHING MESSAGES:
Express an opinion!
flickr.com/photos/randysonofrobert/393165345

84. REFRESHING MESSAGES:
Keep it straightforward and simple!

85. What’s the funniest thing
about working
for a land trust?

86. “I've learned that
people will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.”
~ Maya Angelou
Photoby
DwightCarter
Good communications build rapport and
make people feel good about their
relationship with you.

87. Favorite nonprofits win.
To become their favorite,
speak to the inner angel
and be more relevant.

88. What Have You
Learned Today?

89. What Questions
Do You Have?

90. Download
the First
Chapter Free
Right Now
ContentMarketingforNonprofits.com
Fb.com/contentmarketingfornonprofits
#cm4np

91. Kivi Leroux Miller
@kivilm
Fb.com/nonprofitmarketingguide
Fb.com/contentmarketingfornonprofits
kivi@ecoscribe.com
Bonus Helpful Handouts:
kivilm.com/hello