alliance 2017 - creative ways to fundraise

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CREATIVE WAYSTO FUNDRAISE

# A L L I A N C E 2 0 1 7

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FUNDRAISING By the Numbers

# A L L I A N C E 2 0 1 7

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8 Key Findings from Last YearOverall giving grew approximately 1.6 %On Line Giving grew 9.2%

On Line Donations were 8% of all giving#GivingTuesdays was up 52%

Over 15% of all On Line giving was done using a mobile device

9 Overall Giving Trends by Sector

10 On Line Giving by Sector

11 Look LegitDo you have a professional looking website?Do you have photos and names of people working there?Do you have stories and photos of your work?Are you active on social media?Are you set up to receive online donations?Is the giving page easy to find?Is your physical address and annual report listed and easy to find?

12 Go where the donors areTwitter Ads to those following similar causes

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Ticket sales opened: 4:00pmSOLD OUT: 4:04pm

Bookings opened: 10:00amFULLY BOOKED: 10:02am

Help them give time, then money.

14 Find them in unlikely places

Cause Marketing – make it about themEmployee EngagementMake it easy to partner with you

15 Cause Marketing made easy

16 59% of Millennials give through their work

17 Loyal Donors are your best recruiters

18 A tweet is worth its weight in gold

19 How do I go viral?Unpredictable, but can be primedNeed to have strong social mediaBe unpredictable, yet simpleFind your “sneezers”

People with large networks that will share your messageHow do you engage and inspire them?

Clear and Specific Call to Action “do this or donate $100”Create urgency “complete this in 24hrs”

20 Don’t wait the 3 days to callSend your thank you as soon as possible53% of online donors identified “achieving and communicating measurable results” as what drives them to donate againInvite them out again, but a soft ask

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21 A Photo can make all the difference

People are obsessed with images350 million new photos are uploaded to Facebook each dayTweets with an image get 35% more retweets on average

Capture their experience and share it with them

Photos of the volunteer dayA photo of how their funds are being usedPhotos of your team processing the donation

An image makes the experience concreteVideos too!

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Thank you’s that tell a story“Dear Rachel- The screams and squeals from the girls were positively deafening when they found out that, thanks to your generous support, they were going to get to tour the nation’s capital. Thank you!”

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“On behalf of the staff, board and volunteers of XYZ organization…”

25 It’s all about them• Listen to them on social media• Make sure you retweet stuff

that is important to them• They get a notification when

you do!

26 Remember & Celebrate Milestones

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Data that helps you segment & personalize• Everyone isn’t the same, and they now “expect” to

be treated differently• Create personas to understand different types of

stakeholders• What questions would you ask to determine which

persona they belong to?• What data are you going to action on?• What data truly differentiates them?

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29 Less wasted marketing effort.• Your email clicks and

opens will improve• More donations with less

emails• Build more trust• Less likely to appear as

SPAM

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Segmenting your data• New vs Regular Donors• You don’t talk to an acquaintance the same way as an old pal

• Annual Giving Level• Not more important, but want to see bigger impacts/strategy

• Potential major gift donors• Who is already engaged with similar organizations?

• Matching gift donors• Have an employer match program at work

• Event Attendees

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Segmenting your data• Geography• If national, do you share stories that are more local to them?

• Age group• Affects finances, way they communicate, etc.

• Job/Employer• Do they have skills that are valuable as a volunteer?• Does their employer have matching or volunteer days?

32 Keep your data cleanBounce rates can affect your overall rankingDon’t waste sending mail to people not thereTime and effort is costly

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Was sent out at intermission of the show and had a 67% open rate!Followed up by a call, 50% purchased another ticket

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Before you click sendWhy am I sending this?Who will receive this email?

Does a segment deserve a different message?Am I missing a group that would care?

What’s in it for them?Where am I sending them after?How am I using personalization?

35 Things learnt from the business worldCustomer service is the most important thingIt’s harder to acquire a new customer than retain one you have

5% of donors leave because they think the nonprofit doesn’t need them.8% of donors leave because the nonprofit didn’t share how money will be used.9% of donors leave because they don’t remember giving.13% of donors leave because the nonprofit didn’t say thanks.18% of donors leave due to poor service or communication.

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CREATIVE WAYSTO FUNDRAISE

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