how to stay relevant with potential donors
DESCRIPTION
While finding and closing potential donors is critical to many non-profits. Some prospects donate right away, but many often takes weeks or month to close. How do you keep them warm without spending a ton of effort? Learn the tools and best practices to stay in touch with -- and ultimately close -- the potential donors that are critical to your non-profit.TRANSCRIPT
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How to Stay Relevant with Potential Donors
Tony Cappaert
September 4, 2012
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Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 598-0430
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www.mission.do
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Today’s Speaker
Tony Cappaert Co-Founder
Contactually
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc. Assisting with chat questions: Jamie Maloney, Nonprofit Webinars
How to Stay Relevant with Great Potential Donors
(And keep them warm until they’re ready to donate!)
What we’ll cover today...
Flickr: @lwr
Text
Flickr: @temprec13
The 4 Step Framework toStaying Relevant with
your Network
Now before we get started...
Why should you follow upwith your network?
Because following up:
more prospects more donors more $$$
Follow up is keywith any prospect
• Prospect = potential or current donor who may donate in the future
• We all know we should follow up with folks, but we don’t
• Why don’t we? Because it’s HARD and we don’t have enough TIME
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Use the 4 Step Framework to...
• Send timely, personal, and relevant follow ups to your top potential donors
• Use tools to make the entire process easier and more automatic
#1
Make it personalFind personal opportunities to reconnect
Generic follow ups suck
Ways to make your emails personal
• Major life events: birthdays, children, vacations
• Major professional events: job changes or promotions, company news
But How?
#2
Deliver value...through CONTENT
Good Content is King
• Relevant relevant relevant
• Keep it related to their interests, hobbies, company
• And even if it’s relevant, make sure it’s good content that they’ll appreciate receiving
But How?
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#3
Deliver value...through YOUR NETWORK
The best way to add value is through intros
• Much like content, people want intros to other people that are relevant
• Make sure the intros are mutually beneficial to both parties
But How?
Match people with the same topics from Step 2
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#4
Systematize!Wash. Rinse. Repeat.
Managing a manual follow up system is hard
• Lots of different products and sites
• Very time consuming
• People are probably still going to slip through the cracks
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But how do I make it easier?
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Yep, one of these is my startup.It’ll be quick (and useful). I promise!
Framework Recap
1. Find personal opportunities to reconnect
2. Deliver value through content
3. Deliver value through your network
4. Systematize for the long-run
BONUSROUND!
Bonus #1:How to find & contact
new leads on LinkedIn(without having to spend $$)
+ bit.ly/rapportiveleads
Bonus #2:How to find & contactnew leads on Twitter
(again, no $$)
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Questions?Feel free to send me any follow ups
@cappaert
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