photo by AlphaTangoBravo / Adam Bakerphoto by AlphaTangoBravo / Adam Baker

SURVIVORFUNDRAISING MOUNTAIN

by glenn

Introduction Strategies Tactics Traps Now What?

SURVIVOR

FUNDRAISING MOUNTAIN

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by glenn 3

     

Partnerships with more than 1,400 nonprofits in North America Raised $4 billion 200 associates nationwideWe help clients improve results by building passionate and loyal donors. We do that through better messaging, digital integration, and multi-channel fundraising strategies

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by glenn

Adventure Awaits....

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SURVIVORFUNDRAISING MOUNTAIN

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STRATEGIES

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strat-e-gy: noun. a careful plan or method for achieving a particular goal usually for a long period of time

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See the big pictureIdentify overall goalsAsk: What will you do that will set you up for sustainable success?

Strategy at 10,000 Feet

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Strategy is NOT...

EmailFacebook

SEMRetargeting

ContentEtc...

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AWARENESS

ENGAGEMENT

DONATION

RETENTION

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Prepare for Fundraising MountainExternal:

Identify your donorsIdentify potential donorsIdentify trends

Internal:Identify clear rolesEstablish KPIsDocument

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TACTICS

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HumansTechnologyTacticsToolsScorecard

Considerations:

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Giving TuesdayHoliday AppealsYear End Appeals

Campaigns:

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EmailMobile GivingSocial MediaRetargetingWebsiteDonation PagesIntegration

Tactical List:

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Start the trek!

FUNDRAISING MOUNTAIN

Less RiskMore Risk

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Less RiskEmailHome Website BannersSocial MediaSearch Marketing

Considerations:ContentFrequencySegmentationAcknowledgement

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Pros:Battle TestedHistorical Data Expected

Cons:Money Left on the TableLimited ReachIgnore Donor Prefs

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More RiskMobile GivingRetargeting & DisplayContent Marketing

Considerations:ContentLearning CurveSegmentationRevenue Tracking

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Pros:Omni-Channel PresenceEarly Mover AdvantageCampaign Reinforcement

Cons:TimeLess Historical DataHigher Entry BarrierTricky Tracking

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Holiday AppealsStart EarlyHolidays to Cultivate and ConvertPeer to PeerReinforce Campaign Across Channels

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December 31

FUNDRAISING MOUNTAINSend or #Fail

Test for FrequencyExpress UrgencyMention Tax Break

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TRAPS

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Trap 1: Ignoring Data

Daily Time Spent Online By Age:50-61: 5 hours, 42 minutes62-75: 4 hours, 36 minutes

39% used mobile devices to access digital content Source: McAfee, “Fifty Plus Booms Online,” 2013

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Preferred Nonprofit Communication Channel Mix (Ages 18-29)

47%

22%

14%

6%

5%7%

EmailMailSocial NetworkTelephoneText MessageOther

Source: DonorGraphics, 2013TM

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Preferred Nonprofit Communication Channel Mix (Ages 65+)

31%

57%

1%4%1%

6%

EmailMailSocial NetworkTelephoneText MessageOther

Source: DonorGraphics, 2013TM

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Trap 2: No “And Then What” Thinking

Send EmailGet Facebook LikesGet More DonorsCreate Memes

Ok..and then what?

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Trap 3: Tactics that Don’t Support Strategy

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Trap 3: Tactics that Don’t Support Strategy

Example: A strategy to acquire more mobile donors, but no mobile optimized website or donation page

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Keep to Strategy, Change Tactics

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NOW WHAT?

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The End is Really the Beginning!

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Continue RelationshipConverting to SustainersGet Ready for Next YearCreate 12, 24, and 36 Month Plans

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Look at Where You’ve BeenCelebrate Your Success LearnDocument (because people change jobs)

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SURVIVOR

FUNDRAISING MOUNTAIN

CONQUERED!

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www.FirstGiving.com@FirstGiving

www.Grizzard.com@GrizzardComm

Jeremy Haselwood@JeremyHaselwood

Images used in presentation are authorized under creative commons of the credited Flickr users.

SURVIVOR

FUNDRAISING MOUNTAIN