How to Market Your Nonprofit's Impact to Maximize Your Fundraising ROI
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How to Market Your Nonprofit's Impact to Maximize Your Fundraising ROI
- 1. Marketing your Nonprofit’s Impact to Maximize Fundraising ROI Presented By:
- 2. Your Presenters: Taylor Corrado Head of Nonprofit Marketing HubSpot Mike Spear Director of Platform Engagement StayClassy
- 3. Today’s Agenda: 1. Why People Give 2. Donor Retention 3. Case Studies 4. Key Methodologies 5. New Opportunities
- 4. Why People Give Why People Give? Case Studies Key Methodologies Q & A
- 5. 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
- 6. There ain’t no rules around here. We’re trying to accomplish something! Thomas Edison Why People Give? Case Studies Key Methodologies Q & A
- 7. Two Types of Donors: Case Studies Key Methodologies Q & AWhy People Give? • Emotional Donors • Informed Investors
- 8. Emotional Donors: Case Studies Key Methodologies Q & AWhy People Give? • Usually less sophisticated • Respond to personal appeals • Respond to emotional content • Giving is a luxury • Risk of higher donor attrition
- 9. Informed Investors Case Studies Key Methodologies Q & AWhy People Give? • Usually more sophisticated • Respond to tangible needs • Respond to audacious vision • Investing is a moral imperative • Higher probability donor retention
- 10. Case Studies Key Methodologies Q & AWhy People Give? InformedEmotional Your new donors
- 11. New donor attrition Case Studies Key Methodologies Q & AWhy People Give? 60 to 90% Problem:
- 12. Donor Funnel Case Studies Key Methodologies Q & AWhy 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.
- 13. Donor Funnel Case Studies Key Methodologies Q & AWhy People Give? Supporter Donor Recurring Donor Fundraiser Lifelong Fundraising & Major Gifts Your challenge: • Inform • Inspire • Involve
- 14. Your Donors Case Studies Key Methodologies Q & AWhy People Give? Emotional Donor Informed Investor
- 15. Donor retention Case Studies Key Methodologies Q & AWhy People Give? 70% Recurring Donations
- 16. Tactics that Work Case Studies Key Methodologies Q & AWhy People Give? • Tell a compelling story • Appeal to emotion and intellect • Instill a sense of purpose • Invite them to join a movement
- 17. How you communicate matters. Case Studies Key Methodologies Q & AWhy People Give?
- 18. Case Studies Key Methodologies Q & AWhy People Give? People don’t buy what you do, they buy why you do it. Simon Sinek
- 19. Case Studies Key Methodologies Q & AWhy 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.
- 20. Case Studies Key Methodologies Q & AWhy People Give? The Golden Circle
- 21. Case Studies Key Methodologies Q & AWhy People Give? What everyone does…
- 22. Case Studies Key Methodologies Q & AWhy People Give? What you should do.
- 23. 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 & AWhy People Give?
- 24. Typically, when we’re talking about impact, we’re talking metrics. Case Studies Key Methodologies Q & AWhy People Give?
- 25. 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 & AWhy People Give?
- 26. Case Studies Key Methodologies Q & AWhy 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.
- 27. A few examples… Case Studies Key Methodologies Q & AWhy People Give?
- 28. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give?
- 29. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give? • Slick, Visually Appealing • Interactive • Puts impact front and center • Person-centered
- 30. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give? Why
- 31. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give? Why How
- 32. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give? Why What How
- 33. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give? Why What How CTA!!
- 34. The Acumen Fund Case Studies Key Methodologies Q & AWhy People Give? • Immersive experience • Why - How - What • Highlight impact • Strong Calls to Action
- 35. The Acumen Fund Case Studies Key Methodologies Q & AWhy People Give? • Makes sharing EASY • Makes you want to share…
- 36. The Acumen Fund Case Studies Key Methodologies Q & AWhy People Give? • Compelling Facebook content • “Only” 26,000 fans • CTAs not to “Like” but to share
- 37. charity:water Case Studies Key Methodologies Q & AWhy People Give? • Compelling use of video • Why - How - What • Highlight impact • Strong Calls to Action • Focus on community
- 38. charity:water Case Studies Key Methodologies Q & AWhy People Give? • Clear, achievable milestones
- 39. charity:water Case Studies Key Methodologies Q & AWhy People Give? • Highlights community • Shows momentum
- 40. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? • Excellent storytellers • Shows real- time progress • Proactive transparency
- 41. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? • Big, audacious goal: $2,100,000 • “Current Goals” of $25,000 - $60,000 • Impact links back to individual contributors
- 42. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? • Targeted “Drip Marketing” campaign • Nurtured supporters to educate and prepare them for what comes next.
- 43. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? • Focus on transparency • Keep supporters up-to-date and involved
- 44. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? • Real-world Launch Event • Inspiration, education, community building
- 45. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? Focus on: • Progress • Results • Fundraising support
- 46. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? • Variety of style and content • Targeted Communications • Cohesive story arc • Accessible, but assumes level of engagement
- 47. Splash Case Studies Key Methodologies Q & AWhy People Give?
- 48. Splash Case Studies Key Methodologies Q & AWhy People Give?
- 49. Splash Case Studies Key Methodologies Q & AWhy People Give?
- 50. Splash Case Studies Key Methodologies Q & AWhy People Give?
- 51. Splash Case Studies Key Methodologies Q & AWhy People Give?
- 52. Splash Case Studies Key Methodologies Q & AWhy People Give?
- 53. Splash Case Studies Key Methodologies Q & AWhy People Give?
- 54. Key Takeaways Case Studies Key Methodologies Q & AWhy 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
- 55. Tools of the Trade Case Studies Key Methodologies Q & AWhy People Give? • Email Marketing • Automated Marketing • Website • Video • Social Media • Blog • Online Fundraising • In-Person Events
- 57. Thank You!!! Case Studies Key Methodologies Q & AWhy People Give? Taylor Corrado Head of Nonprofit Marketing HubSpot Mike Spear Director of Platform Engagement StayClassy
- 58. Case Studies Key MethodologiesWhy 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....