The fastest way to acquire new donors is through digital media. While the presumption that donor acquisition is expensive, it does not ring true in the case of digital media. The trick however, is to develop an entirely new strategic and tactical plan for digital; old methods don't apply here. This deck explains some of what needs to be different and includes a free analysis offer for foundations that qualify.

2. Fundraising In A
Digital Media Age
- Be sure to check out our offer
to donate time on slide 35

3. If you’re old enough, you might remember a time when a pair of
pliers was the remote control
If the channel dial wore out on your grandmother’s old RCA or
Zenith TV console, the pliers probably gave the box several more
years of life

4. But,
what’s this got to do with fundraising?

5. Well, in today’s digital media age
everything
about donor behavior has changed

6. The pliers metaphor is synonymous with today’s
fundraising when you compare a traditional
appeal letter to a digital media campaign
A little like your
grandfather’s Oldsmobile-
sorry GM!
Bill Gates challenging
Elon Musk & Ryan
Seacrest during the ALS
Ice Bucket Challenge

7. When you think about it,
when was the last time one of your
donors or prospects
photocopied your mailer
and distributed it to ten friends
(Maybe never?)

8. And, while it may be a stretch to think you
could raise over $100 million from your
next viral campaign,
there are replicable principles you can
follow to mirror the attributes that were
done in this now famous campaign

9. In fact,
there are six specific attributes
that should be part of your
digital media fundraising plan

10. But first there’s a trick;
one must recognize when
fundraising with digital media
traditional methods and tactics
do not apply

11. Since donor behavior and expectations
has changed
use the following as your
strategic starting points

12. Continue for explanation!
1. Authorship
2. Humanize
3. Change “the angle” of the dialogue
4. Cross-media
5. Capture
6. Nurture
Annual Promotions Calendar

13. 1. Authors
Foundations usually rely on
institutional messaging
the authors must be changed-
Have beneficiaries, benefactors, volunteers,
event participants, care givers and
students and alumni get in on the act

14. What they have to say
is usually more interesting,
and sometimes it’s way more interesting

15. 2. Humanize
Humanizing content
(in digital media)
is susceptible to achieving far greater results
than what a letter from the president could
ever hope to do
(If you are like most foundations, you probably have
tons of opportunities to humanize content)

16. 3. Change the Angle of the Dialogue
Part of the secret sauce
resides in developing interactions
To do this the foundation must
“change the angle of the dialogue”

17. The concept of
“changing the angle of the dialogue”
is not self-evident,
but we have dozens of ideas
on how this can be done
We’ll illustrate a few towards
the end of this deck

18. 4. Cross Media
These replicable principles are the same as
what’s being done in the private sector
with “inbound marketing”
These methods should be executed across
the full band of
your cross media marketing efforts

19. Except for perhaps the very oldest
of your donor base,
“donor age” is no longer a barrier
to innovating your
digital fundraising strategic plan

20. 5. Capture
6. Nurture
The precepts explained here extend to include
capturing and nurturing
But these two activities suggest there’s another
phase to donor development
besides getting the donation…

21. Many potential donors can first be acquired
And they can be subsequently nurtured…
This was 100% true of the ALS campaign-
Many people participated, even though
only a percentage of them donated

22. Because of the human element,
there are few industry verticals
that can benefit from
capture and nurture practices
as much as nonprofits, healthcare foundations
and alumni-development initiatives

23. If you change the angle of the conversation,
humanize the content,
and allow “we the people”
to get involved in content creation-
magical things can happen

24. Here’s a few abstract examples of how some
of these principles can be applied

25. If you host events, it’s
a great time to ask
participants and
volunteers to
advocate on your
behalf- use mobile to
both build a new
database, as well as
giving advocates an
easy process to share
your brand, mission
and message

26. If you have Gen Y and Gen Z volunteers, create
contests to see who can acquire the most shares
Make the shares meaningful.
Getting a “thumbs up” does very little for the foundation.
Therefore, use mission specific links as part of the sharing.

27. Whether it’s a digital
native (such as a youth
volunteer) or your
traditional direct mail
letter you should
encourage online
interactions while
giving me choices
I may not be ready to
donate at this time, but I
may be open to being
nurtured by your cause.
Increase your odds, get
me to know, like and
trust you…

28. If I’m a lapsed donor, disengaged alumnus,
or if I should be a friend of the foundation,
do something different to get me re-engaged…
Please don’t try to capture me the same old
way and expect a different result

29. If you have seniors in your midst, there’s a ton of
ways you can teach old dogs new tricks
They are way more digitally savvy
than what foundation officers
sometimes give them credit for

30. Do you know the
“Humans of NY” approach-
it’s a classic

31. Did you see The Chronicle of Philanthropy recent statistic:
72% of Millennials would share your message if you gave
them the opportunity
Here’s a great idea for your existing donors and friends:
Establish a “Digital Ambassadors Program”
See the next slide for a quick sketch

33. If these suggestions seem like they’re just a little
“too digital” for your comfort zone,
remember these two pieces of information:
It was about 5 years ago that the fastest growing population
of new Facebook registrants was the 50 & over crowd
Today, the fastest growing population of Smartphone users
are people 50 years and older in affluent households

34. Do you have board members that are well connected?
Are they susceptible to being taught viral tactics?
“Spheres of Influence”
 Their communities
 Their groups and events
 Employees or associates
 Social media connections
 Maybe they know people with
tons of connections
 Celebrity relationships
 Their LinkedIn connections
 Other channels ________?

35. If your foundation is a worthwhile cause,
we will be happy to donate some of our time
and expertise…
You may not reach “Ice Bucket Brigade” levels,
but you sure can replicate the principles they
applied
Click on the URL on the next page to apply

36. Tell Us A Little Bit About Your Foundation
Click below, or type into your browser-
http://svy.mk/1I6r0Tn