Marketing your Nonprofit’s Impact to Maximize Fundraising ROI
Presented By:
Your Presenters:
Taylor Corrado Head of Nonprofit Marketing
HubSpot
Mike Spear Director of Platform Engagement
StayClassy
Today’s Agenda:
1. Why People Give 2. Donor Retention 3. Case Studies 4. Key Methodologies 5. New Opportunities
Why People Give
Why People Give? Case Studies Key Methodologies Q & A
I have found that among its other benefits, giving liberates the soul of the giver. Maya Angelou
Why People Give? Case Studies Key Methodologies Q & A
There ain’t no rules around here. We’re trying to accomplish something! Thomas Edison
Why People Give? Case Studies Key Methodologies Q & A
Two Types of Donors:
Case Studies Key Methodologies Q & A Why People Give?
• Emotional Donors
• Informed Investors
Emotional Donors:
Case Studies Key Methodologies Q & A Why People Give?
• Usually less sophisticated
• Respond to personal appeals
• Respond to emotional content
• Giving is a luxury
• Risk of higher donor attrition
Informed Investors
Case Studies Key Methodologies Q & A Why People Give?
• Usually more sophisticated
• Respond to tangible needs
• Respond to audacious vision
• Investing is a moral imperative
• Higher probability donor retention
Case Studies Key Methodologies Q & A Why People Give?
Informed Emotional
Your new donors
New donor attrition
Case Studies Key Methodologies Q & A Why People Give?
60 to 90%
Problem:
Donor Funnel
Case Studies Key Methodologies Q & A Why People Give?
Supporter
Donor
Recurring Donor
Fundraiser
Lifelong Fundraising
& Major
Gifts
Engage with supporters wherever they are in your funnel, and seek to upgrade them over time.
Donor Funnel
Case Studies Key Methodologies Q & A Why People Give?
Supporter
Donor
Recurring Donor
Fundraiser
Lifelong Fundraising
& Major
Gifts
Your challenge:
• Inform • Inspire • Involve
Your Donors
Case Studies Key Methodologies Q & A Why People Give?
Emotional Donor
Informed
Investor
Donor retention Case Studies Key Methodologies Q & A Why People Give?
70% Recurring Donations
Tactics that Work
Case Studies Key Methodologies Q & A Why People Give?
• Tell a compelling story
• Appeal to emotion and intellect
• Instill a sense of purpose
• Invite them to join a movement
How you communicate matters.
Case Studies Key Methodologies Q & A Why People Give?
Case Studies Key Methodologies Q & A Why People Give?
People don’t buy what you do, they buy why you
do it.
Simon Sinek
Case Studies Key Methodologies Q & A Why People Give?
All the great and inspiring leaders and organizations in the world… Think, act, and communicate the exact same way. And, it’s the complete opposite of everyone else.
Case Studies Key Methodologies Q & A Why People Give?
The Golden Circle
Case Studies Key Methodologies Q & A Why People Give?
What everyone does…
Case Studies Key Methodologies Q & A Why People Give?
What you should do.
To put this in familiar terms:
• The WHY is the cause and the people
• The HOW is the programs
• The WHAT is the impact you help create
Case Studies Key Methodologies Q & A Why People Give?
Typically, when we’re talking about impact, we’re talking metrics.
Case Studies Key Methodologies Q & A Why People Give?
A word to the wise:
A metric is actionable when it provides enough context to help your organization change its behavior in an effort to improve performance. The opposite of an actionable metric is a vanity metric, which lacks the context necessary to help you change behavior and improve performance. The total numbers of donations your organization has received in a year is a vanity metric. The monthly percent increase in monthly donors is an actionable metric. StayClassy CEO, Scot Chisholm
Case Studies Key Methodologies Q & A Why People Give?
Case Studies Key Methodologies Q & A Why People Give?
Today’s focus:
How to market your impact.
What we’re not focusing on:
What are the right metrics to articulate your impact.
A few examples…
Case Studies Key Methodologies Q & A Why People Give?
The Robin Hood Foundation
Case Studies Key Methodologies Q & A Why People Give?
The Robin Hood Foundation
Case Studies Key Methodologies Q & A Why People Give?
• Slick, Visually Appealing
• Interactive
• Puts impact front and center
• Person-centered
The Robin Hood Foundation
Case Studies Key Methodologies Q & A Why People Give?
Why
The Robin Hood Foundation
Case Studies Key Methodologies Q & A Why People Give?
Why
How
The Robin Hood Foundation
Case Studies Key Methodologies Q & A Why People Give?
Why
What
How
The Robin Hood Foundation
Case Studies Key Methodologies Q & A Why People Give?
Why
What
How
CTA!!
The Acumen Fund
Case Studies Key Methodologies Q & A Why People Give?
• Immersive experience
• Why - How - What
• Highlight impact
• Strong Calls to Action
The Acumen Fund
Case Studies Key Methodologies Q & A Why People Give?
• Makes sharing EASY
• Makes you want to share…
The Acumen Fund
Case Studies Key Methodologies Q & A Why People Give?
• Compelling
content
• “Only”
26,000 fans
• CTAs not to
“Like” but to
share
charity:water
Case Studies Key Methodologies Q & A Why People Give?
• Compelling use of video
• Why - How - What
• Highlight impact
• Strong Calls to Action
• Focus on community
charity:water
Case Studies Key Methodologies Q & A Why People Give?
• Clear,
achievable
milestones
charity:water
Case Studies Key Methodologies Q & A Why People Give?
• Highlights
community
• Shows
momentum
Invisible Children
Case Studies Key Methodologies Q & A Why People Give?
• Excellent
storytellers
• Shows real-
time progress
• Proactive
transparency
Invisible Children
Case Studies Key Methodologies Q & A Why People Give?
• Big, audacious goal: $2,100,000
• “Current Goals” of $25,000 - $60,000
• Impact links back to individual contributors
Invisible Children
Case Studies Key Methodologies Q & A Why People Give?
• Targeted “Drip
Marketing”
campaign
• Nurtured
supporters to
educate and
prepare them for
what comes
next.
Invisible Children
Case Studies Key Methodologies Q & A Why People Give?
• Focus on
transparency
• Keep supporters
up-to-date and
involved
Invisible Children
Case Studies Key Methodologies Q & A Why People Give?
• Real-world
Launch Event
• Inspiration,
education,
community
building
Invisible Children
Case Studies Key Methodologies Q & A Why People Give?
Focus on:
• Progress
• Results
• Fundraising
support
Invisible Children
Case Studies Key Methodologies Q & A Why People Give?
• Variety of style and
content
• Targeted
Communications
• Cohesive story arc
• Accessible, but
assumes level of
engagement
Splash
Case Studies Key Methodologies Q & A Why People Give?
Splash
Case Studies Key Methodologies Q & A Why People Give?
Splash
Case Studies Key Methodologies Q & A Why People Give?
Splash
Case Studies Key Methodologies Q & A Why People Give?
Splash
Case Studies Key Methodologies Q & A Why People Give?
Splash
Case Studies Key Methodologies Q & A Why People Give?
Splash
Case Studies Key Methodologies Q & A Why People Give?
Key Takeaways
Case Studies Key Methodologies Q & A Why People Give?
• Use Why – How – What storytelling
• Appeal to emotion and intellect
• Targeted communications
• Diversify content
• Strive to relate actionable metrics
• Create a “narrative arc”
• Make impact tangible
• Build community
Tools of the Trade
Case Studies Key Methodologies Q & A Why People Give?
• Email Marketing
• Automated Marketing
• Website
• Video
• Social Media
• Blog
• Online Fundraising
• In-Person Events
WWW.CLASSYAWARDS.ORG
Thank You!!!
Case Studies Key Methodologies Q & A Why People Give?
Taylor Corrado Head of Nonprofit Marketing
HubSpot
Mike Spear Director of Platform Engagement
StayClassy
Case Studies Key Methodologies Why People Give?
Additional Resources
Q & A
StayClassy Fundraising platform: www.stayclassy.org StayClassy Blog: www.stayclassy.org/blog CLASSY Awards: www.classyawards.org HubSpot: www.hubspot.org Acumen Fund Website: http://acumen.org/ Acumen Fund Facebook Page: https://www.facebook.com/acumenfund Splash Website: www.splash.org Proving.it by Splash: www.proving.it Charity Water Website: www.charitywater.org Charity Water September Campaign: www.charitywater.org/september Invisible Children Website: www.invisiblechildren.com IC’s Zero LRA Campaign: http://zerolra.invisiblechildren.com Robin Hood Foundation website: http://www.robinhood.org/ Simon Sinek TED Talk: http://www.ted.com/talks/simon_sinek... The Science of Giving: http://www.amazon.com/The-Science-Giving....