2. Consultants have all the answers… Nope, not really Great at coming up with “Best Practices” Only way to know if it works for YOUR organization is to test Always be looking for what is working
3. Myth #6 (From the last webinar on Online Fundraising Myths) The Only Real Way to Measure Fundraising Success is the Amount of Money Raised
4. Myth - Success Equals $ Raised Think of the business world “Sales funnel” = “Donor funnel” Online donor >> Major Donor “Raising Friends” is another measure Engagement >> Peer to Peer fundraising >> Funnel Friend of a friend could be major donor Engagement is yet another measure 7 touches before giving - get them involved
5. What are “Engaged Donors” Engaged Donors are those who are taking ACTIONS Donate Attend events Volunteer Recruit new donors Engaged Donors are those who are a part of your “Community” Interacting and communicating WITH your organization Interacting and communicating with others ABOUT your organization (online and offline) Building a relationship
6. Why do you want “Engaged Donors”? More cost-effective to renew a donor than find a new donors Engaged donors extend your organization’s reach into the world Engaged donors do more: More frequent donations, larger donations Take more actions Tell more people about your organization Peer to Peer fundraising
7. How to Tell if Your Donors Are “Engaged” They are taking actions Back to the definition of an engaged donor Social Media Increased mentions Increased fans / followers Increased traffic to website From social media, emails, etc.
9. Mind the Gap The “Engagement Gap” The gap between a first time donor and an “engaged donor” What do you do with your first time donors? Need multiple ways / methods to get involved Need a graduated offering of actions Start simple (forward this email) Move on to more involved actions (peer to peer fundraising)
10. ASK! 1) Ask them to do small favors Tell a friend, forward email, sign petition, comment on blog, volunteer Every simple action will deepen the engagement and bond 2) Ask them what they want / need / care about Easy way to engage and get them to do a small favor The results will allow you to tailor content to what they care about
11. Events In person and online events In person - Gala, meetups, etc. Online - webinars, online chats, Tweets, etc. Get to know them on a personal level Deepen the bond and cultivate those major donors Smaller niche events Eg. Women’s Caucus or Austin Chapter Easier for individuals to connect
12. Listen / Connect with Influencers Always remember that engagement is a conversation Don’t just listen on your site, go where the conversations are already taking place Facebook, Twitter, etc. Largest growth on Facebook is 35+ year olds, with the 55+ crowd growing at 922% Join the conversations in an authentic way Accept and respond to criticism Identify Influencers and engage them separately Provide extra support to help them spread the word
13. Give Them the Content They Want Community Philanthropy 2.0 survey, donors (30-49) want to hear about: Organizational Impact (80%) Success Stories (74%) More details about the organization (71%) Info on financial accountability (43%) Segment and tailor your content Examples - Obama and Lady Bird Johnson Wildflower Center Make it easy to pass it on Tell-A-Friend / Forward This Page
14. Make It Easy Make it easy to stay in touch Capture emails, blog updates, RSS feeds Make it easy to spread the word Tell-A-Friend / Email this Page Social Media Icons Make it easy to interact Blog commenting Online forums Facebook and Twitter widgets on website
16. Nurturing New Donors Welcome Email(s) 1st 30 days is key - Research in retail sector Higher open rates, click-throughs, and actions Special invitations to events / opportunities “Since you are a new donor…..” Give updates on how their donations are helping Give specific examples / Use emotion Ask them to tell others Tell-A-Friend scripts, social media, etc.
17. Nurturing Established Donors Identify your most passionate donors and give them additional support Need to identify them (CRM, Sage Fundraising Online, etc.) Help them to spread the word Segment and speak directly to them Online tools make this much easier Separate emails for your top supporters Special Recognition Events for repeat donors only (VIP’s) Recognize at live events and in print Name tags / Badges in community / Article in newsletter
18. Tools to Engage Donors Constituent Relationship Management (CRM) Tell-A-Friend / Send this article Google alerts Social media icons Sage Fundraising Online
19. Conclusion Donor engagement can lead to many good outcomes Only YOU can figure out what works for YOUR organization Check out the new online tools like Sage Fundraising Online
20. Question and Answer Register for the next webcast in the series:Peer-to-Peer Fundraising http://bit.ly/apHuSp Contact Richard Dietz: richard@nonprofitrd.com 512-850-6501 Contact Sage: www.sagenonprofit.com 800-811-0961
21. Connect with Sage Contest Enter for your chance to win a $5000 unrestricted grant www.connectwithsage.com
