Almost every organization struggles with getting new supporters—donors, members, volunteers, or others—and keeping old ones. Luckily, both problems can be solved with smart communications. This session at the 2017 Nonprofit Technology Conference introduced strategies for building a brand that supporters love, so that they not only engage with your organization once, but do so repeatedly and ultimately encourage others to do so. We discussed ways to clearly communicate with audiences so they better understand who they are supporting and why—and so they’re more likely to come back. Drawing from real-life examples, we explored how you can get supporters to connect with work being done thousands of miles away using creative tools like virtual reality. We also discussed how stories, images, and diverse voices can help your supporters develop deep ties to your work. Finally, we touched on ways to empower your supporters to raise money for you as the ultimate brand ambassadors.

1. bigducknyc.com
Love and Happiness:
Building Community with
Smart Communications
#17NTClove

2. Who we are…
Jazmyn Henry
International Planned
Parenthood/WHR
@jaztea
Amy Sample Ward
NTEN
@amyrsward
Farra Trompeter
Big Duck
@farra
Michael Wogoman
Conservation International
@ConservationOrg

3. Please take notes and tweet!
Collaborative notes:
http://po.st/17NTClove
Session hashtag:
#17NTClove

4. How can you use
communications to be the
organization that people
want to join and continue
to be part of?

5. What is the problem?

13. https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-donor-retention-supplement

14. https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-donor-retention-supplement

15. https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-donor-retention-supplement

16. http://askthankreportrepeat.com/donor-retention-is-in-the-tank/

17. http://www.networkforgood.com/nonprofitblog/why-donors-stop-their-support/
53% of supporter leave due to
lack of communication

18. “You don’t have what I need.”
Problem:

19. Long distance relationships

20. “You don’t know why I decided to support you...”
Problem:
“Or why I won’t support you...”

21. What can you do
about it?

22. Start with your brand

23. http://www.bigducknyc.com/nonprofit_brand_marketing_strategy_and_logo_design
Clarify your brand strategy

24. Develop a plan

25. Set a communications goal

26. Set your strategies

27. Create personas: Elle the Environmentalist

28. Ask… Thank…
Report… Repeat...

29. Show them they = the mission
http://www.doctorswithoutborders.org/what-you-made-possible-2016

30. Develop strong messaging

31. Tell them what happened

32. Make them feel special

33. Share the story

34. Make your members the star

35. And keep them in the spotlight

36. Connect your supporters

37. Share the love
“Dear Heidy and colleagues, thank you so much for the incredibly important and life-saving
work you provide to women and families in Guatemala. Know that there are people around
the world who support and appreciate the necessary work you do. Lots of love.”
“Go for it! You are models of determination and courage.”
“Strong women rock! Thank you!”
“Good work. We need more people like you!”
“I admire your courage and dedication immensely. Thank you for everything you do!”
“People like you make the world a better place.”
“Love is the message.”

38. And remember love’s a two-way,
omni-channel street

39. Explore new vehicles

40. Give your supporters the most
unique experiences

41. Take them to places they’ve
never been!

42. Don’t just tell the story, find
ways to help them feel it

45. Empower supporters
to be ambassadors

46. Engage your audiences

47. Tap into your members and
donors love for you

48. ...and give them a way to
express their feelings

49. Bonus: Make it easy for them to
recruit others to support you

50. What will you do
about it?

51. What ONE THING will you do?

52. Questions?

53. Resources

54. Resources
• Fundraising Effectiveness Reports
http://afpfep.org/reports/
• Brandraising
http://www.bigducknyc.com/brandraising
• 7 Fundamental Rules of Amazing Donor Communications
http://www.thefundraisingauthority.com/donor-cultivation/rules-of-amazing-communicatio
ns/
• What Donors Want When It Comes to Communication
https://nonprofitquarterly.org/2015/09/03/what-donors-want-when-it-comes-to-communic
ation/
• Money for Good report
http://www.cambercollective.com/moneyforgood/
• Annual Reports: Walking the Talk
http://www.theagitator.net/branding/annual-reports-walking-the-talk/
• Why Donors Stop their Support
http://www.networkforgood.com/nonprofitblog/why-donors-stop-their-support/

55. How’d we do? Please evaluate.
Evaluations:
http://www.nten.org/ntc/17ntc-session-evaluations/
Session name:
Love and Happiness: Building Community with Smart Communications

56. Thank you