guidestar webinar (05/16/12) - supersize my online savvy: surefire steps to fundraising and social...

www.networkforgood/npo

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Katya AndresenSupersize My Online Savvy:Surefire Steps to Fundraising &Social Success


#surefiresteps

Speakers

Katya Andresen, Chief Strategy Officer, Network for Good

Lindsay Nichols, PR and Social Media Marketing Manager, GuideStar USA, Inc. (moderator)

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Why do we give?

A poll! Tell us about the last time YOU donated and why

Presenter

Presentation Notes

Think about the last time you gave money. What was the top reason you gave? The charity said they needed money. Someone I knew asked me to give. I was emotionally touched by the cause The research I did on the charity. The cause directly affects me and/or my family. I liked the charity’s logo and tagline.


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We gave, yes we did


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Good fundraisers think like donors.


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Supersize Tip #1

Switch from asking for money to giving people a way to make a difference.

Online and off.

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Presenter

Presentation Notes

Simon Sinek


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It’s not what you said, it’s how they felt.

Presenter

Presentation Notes

Dan Bauer


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Tip #2:

Spend at least half of your digital time on your website.


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What to worry about most

• Overall Impact • Content• Navigation• User Experience• Findability• Socialability

Source: Wikibrands

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Tip #3:

Put a stronger focus on images.


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Gift of Life

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Tip #4:

Instill trust with the right messengers.


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Which do you trust? The ad or the review?

Presenter

Presentation Notes

How do you choose a hotel online? Ads Official websites Traveler reviews


Old world: In marketers we trust.


Percent of consumers who say they believe marketers’ claims*

*Forrester, 2009

6%


New: In each other we trust.


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Make your champions your messengers.


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Tip #5

Use social proof in all your online engagement.

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Presenter

Presentation Notes

At Christmas 2008, I was diagnosed with Ewing Sarcoma bone cancer. It was not the best Christmas present for a 10 year old boy! Although since then I have been blessed with many silver linings in life. I am a former cancer patient at UCSF Children's hospital. I am now in remission. I want to encourage every one to support the new children's hospital. These are the leaders in our medical community. They saved my life! And they are the nicest nurses, doctors , admin staff,researchers, student docs, janitors, food runners and food service staff. (Please forgive me if I left you out , there were so many great and friendly people at UCSF) Everyone I met made me feel like they genuinely cared about me, they knew my name and liked my cookies I baked for them every week. All I can say is, if you ever walk a day in my shoes you will be glad the UCSF has a new state of the art hospital to care for your child. Please support them.


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Tip #6:

Be mobile friendly.


Mobile Giving Is On The Rise

20% of US adults have made a charitable contribution online

9% have made a charitable contribution using text messaging on their phone

Presenter

Presentation Notes

Key Point(s): adoption of mobile as a channel to give is rapidly growing. How quickly are nonprofits and donors adapting to the new channel? Mobile giving is already outpacing the historically high adoption rates of online giving. In their recent report, “Real Time Charitable Giving4,” the Pew Research Center’s Internet & American Life Project discovered that one in five U.S. adults (20 percent) have made a charitable contribution online and that one in ten (9 percent) have made a charitable contribution using the text messaging feature on their mobile phone. That number is rapidly growing. But mobile use isn’t limited to younger users. Numbers vary, but Nielsen reports more than one in ten adults aged 55 and older are using smart phones


Be Accessible Anywhere, Anytime

Presenter

Presentation Notes

Speaker: Katya Client: Meals on Wheels and More What does this mean to your existing website. Key Point: Start small, with a simple mobile website. Two ways to approach: mobile website or mobile friendly


“13 of the 14 messages with the mobile template performed better, by an average of 2% increase in open rate”

NTEN mobile-friendly emails


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Tip #7:

Make your Donate page one click away – and short and sweet.


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http://www.thenetworkforgood.org/t5/Elements-of-a-Fantastic-Donation/bd-p/FFWebsiteDN




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Tip #8:

Don’t neglect email. It still drives most donations.

Presenter

Presentation Notes

1. Choose subject line that makes you want to read more. Candy in the wrapper. 2. Start with story that’s compelling and relevant to the reader. 3. Say less. A lot less. 4. Go easy on the eyes. . 5. Ask for one thing. Be clear about the purpose of each piece of email outreach. Is it a thank-you full of stories of change and transformation? Is it a fundraising appeal? Is it to inspire involvement in an event? You want your e-news to have a focus and one clear call to action. Tightly sticking to a theme and reducing the options for action to one (or at most two) will boost response rates. Too many options, just like too much information, really hurts conversion. 6. Ask explicitly. A Donate button off to the side isn’t enough if the goal of the e-news is to raise money. Ask in the text too. 7. Provide multiple, obvious links for the same action. Make it incredibly easy for people to act by including links throughout the text and on buttons. The more obvious, the better the conversion.


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How to improve conversion

• Right subject line• Start with story• Say less• Go easy on the eyes• Ask for one thing, explicitly• Obvious and multiple links for action

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Tip #9:

Don’t write off slacktivists.


What is it?


Momentum of compliance


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Tip #10:

Don’t forget the most important rule of a fundraiser: Keeping the donors you have.


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Thank you template

• Address the donor directly• Vivid image or mini story of what the donor made

possible• THEN say thank you and give the donor credit • Express gratitude for the specific gift amount, noting

the date plus language on tax deductibility.• Tell the donor when and how you’ll be in touch and

share contact information• Thank them again and sign a real person’s name


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It’s about the donor getting credit


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The Personal Touch

The typewritten part of the note I received from Ocracoke Child Care is about as short as you can get, something close to “Thanks for the donation. We really appreciate it. This letter is your receipt.”

But the letter is still on my desk because of what fills up all the white space left under that short official note — this drawing.

-Kivi Leroux Miller

katya.andresen@networkforgood.orgwww.nonprofitmarketingblog.comTwitter: @katyaN4G


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Connect with GuideStar

• Facebook.com/GuideStarUSA• Twitter: @GuideStarUSA• Google +: +GuideStar• Pinterest.com/guidestar/

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guidestar webinar (05/16/12) - supersize my online savvy: surefire steps to fundraising and social...

Business