the missing link in your digital fundraising strategy · the missing link in your digital...

© 2019 Sanford Institute of Philanthropy© 2019 Sanford Institute of Philanthropy

The Missing Link in your 2019

Digital Fundraising Strategy

Tuesday, April 23, 2019


TONY BEALL

Trainer, Sanford Institute of Philanthropy


fund·raiseYOU’VE GOT A CAUSE.

LEARN HOW TO FUND IT.


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of Seattle

(WA)

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(Founding SIP)

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College District

(AZ)

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Tag us!

#SIPwebinar


MEET YOUR PRESENTER!

Francisco Martinez

Trainer, Sanford Institute of Philanthropy


The Missing Link in Your 2019 Digital Fundraising

Strategy


Poll/Quiz Question:

Do You Have A Social Strategy In Place?

1. Yes

2. No

3. In the works

4. Other (submit via chat)


OBJECTIVES DON’T MAP TO ANNUAL GOALS

Your Social Media Strategy Doesn’t Live In A Silo

• Set social media objectives that map to your nonprofit’s annual goals

• Define Key Performance Indicators (KPIs)

• Set budget

• Get leadership buy-in

• Allocate resource, mobilize, execute, and adjust

Missing Link #1


Set S.M.A.R.T. GoalsExample

• The Humane Society's mission statement: "Celebrating Animals, Confronting Cruelty”

• A S.M.A.R.T. goal could be to “increase disaster-preparedness kit readiness pledges in by 20% by end

of Q3”

• An objective would be initiate a social media campaign to disaster-preparedness kit readiness

landing page on website with call-to-action to pledge to be prepared for your pet

S.M.A.R.T.•Specific

•Measurable•Attainable

•Realistic/Relevant

•Time-Bound


All Marketing Begins Here

LACK OF PERSONA DEVELOPMENTMissing Link #2


WHAT IS A PERSONA?

A semi-fictional representation of your ideal constituent(s)• Fundraisers

• Event participants

• Volunteers

• Members

• Advocates

Based on market research and real data you collect about existing and

potential supporters.

Donor personas describe attributes of people your organization expects to

interface with, and can serve different verticals within your organization.


Identify Primary Persona - Individual Donor

What We Know From 2017

• 70% of giving was given by individuals

• Individual giving is up 5.2% over 2017


Start With Interviews

Existing donors - they’ve already supported your cause and engaged

with your organization.

•Reach out to a variety of:

• One-time donors

• Recurring donors

• Large gift donors

Some are likely to exemplify your “perfect donor” or uncover a

possible segmentation miss.

Get to know what inspires them.

• “What inspires you to support a cause or organization?”

Define how each gives and for what reasons.

Be sure to be clear when you reach out to these individuals that you

are looking for feedback, not soliciting donations, and will keep

their personal information completely private.


Persona Components

• Something Catchy (Donor Deloris, Donor Dave, etc.)

• Use a real pictureName

Background

Demographics

• Basic details about person’s occupation

• Relevant background info, like education or hobbies

• Gender

• Age range

• HH income

• Urbanicity


Persona Components

• Persona’s primary challenge

• Persona’s secondary challenge

• How your organization can:

• Solve your persona’s challenges

• Help your persona achieve their goals

Goals • Persona’s primary goals

• Persona’s secondary goals

Challenges

How your org can help


Every Post Should Have An Assigned Purpose

YOUR CONTENT CALENDAR LACKS PURPOSE

Missing Link #3

Event Promotion

Organizational News

Sharing

Educational

Mission Awareness

Brand Recognition

Fundraising

Volunteer Recruitment

Culture Building

Inspirational

Engagement Garnering

Partner Recognition


Content Examples

EVENT PROMOTION ENGAGEMENT FUNDRAISING


YOU DON’T MEASURE ROIMissing Link #4

There is a Return on Every Post


Reach: 12,777

Reactions: 49

Comments: 44

Shares: 11

Total Engagements: 104

Clicks: 153

Registrants: 17

Post Breakdown


Reach: 12,777

Reactions: 49

Sentiment

Post Breakdown


Reach: 12,777

Comments: 44

Relationships

Post Breakdown


Reach: 12,777

Shares: 11

Digital word-of-mouth

Post Breakdown


Reach: 12,777

Clicks: 153

Website Traffic

Post Breakdown


Reach: 12,777

Registrations: 17

Main KPI

Post Breakdown


Reach: 12,777

Reach: 12,777

Branding

Post Breakdown


Ad Breakdown


Branding

Ad Breakdown


Sentiment

Ad Breakdown


Relationships

Ad Breakdown


Digital word-of-mouth

Ad Breakdown


Web Traffic

Ad Breakdown


Photo Clicks

Ad Breakdown


Ad Breakdown

Beth Kanter/SIP Clicks


YOU DON’T INCORPORATE WEB ANALYTICS

Missing Link #5


Step 1: Select Desired Date Range

Step 2: Click Acquisition > Overview

Step 3: Focus On Top Channels

• Organic Search

• Direct

• Direct traffic is defined as URL's that people either type in directly or reach via their browser

bookmarks

• Social

• Referral

• Sources outside of search engine

Google Analytics


Step 4: Take Note Of Acquisition Numbers

Google Analytics


Step 5: Compare Desire Date Ranges (Q1 2019 over Q4 2018)

Google Analytics


Step 6: Click on Source To Take A Deeper Dive

Google Analytics


Step 7: Ask Questions

• Our Impressions on social markedly increased in Q1 2019. Did we do anything else that would account for the increase in Organic Search over Q4?

• Direct Traffic markedly increased. What branding activities did the organization conduct that might have contributed? What can we conservatively attribute to social media?

Google Analytics


Poll/Quiz Question:

What Are Some Other Questions You Can

Think Of?

Tell us via the Chatbox!


Google Analytics

Step 8: Define what’s important to your organization, then track and report.


YOUR SOCIAL DOESN’T FOCUS ON

DONOR RETENTION

Missing Link #6


Step 1: Document Mission Centric Activities

Step 2: Post and Amplify on social throughout the year

Step 3: Invest in Video

• Adds humanization & emotion to the documentation Process

• Provides ability to create quarterly & annual mash-ups with donor retention in mind.

Step 4: Amplify to Donors

• Both posts and mash-up videos

• Ads can be targeted via email lists

• Call-to-Action Renew Your Commitment

Key Donor Retention Tactics


YOU TREAT PAIDAMPLIFICATION AS IF IT’S

AN OPTION

Missing Link #7


Poll/Quiz Question:

Do You Have A Dedicated Paid

Amplification Budget?

1. Yes

2. No

3. In the works

4. Other (submit via chat)


Facebook AdvertisingYou can choose your objective!


Facebook AdvertisingYou can choose your audience!


Facebook AdvertisingYou can get granular!


Facebook AdvertisingA little goes a long way!


Questions?

Please send them in the chat!


Keep the Conversation Going!

Tag us!

@sanfordinstituteofphilanthropy

@sanfordinstitut

sanford-institute-of-philanthropy


CONTACT FRANCISCO!

Francisco Martinez

@fmarketingmix

[email protected]

@fmarketingmix

SEARCH: "Francisco Martinez Marketing"


DON’T MISS OUR NEXT WEBINAR!

Set Yourself Up for Success with

Peer-to-Peer Fundraising

Wednesday, May 15, 201911:00am – 12:00pm PST

2:00pm – 3:00pm EST

Register Today!

https://www.sanfordinstituteofphilanthropy.org/set-yourself-up-for-success-with-peer-to-peer-fundraising/

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