Marketing your Nonprofit’s Impact to Maximize Fundraising ROI

Presented By:

Your Presenters:

Taylor Corrado Head of Nonprofit Marketing

HubSpot

Mike Spear Director of Platform Engagement

StayClassy

Today’s Agenda:

1.  Why People Give 2.  Donor Retention 3.  Case Studies 4.  Key Methodologies 5.  New Opportunities

Why People Give

Why People Give? Case Studies Key Methodologies Q & A

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

There ain’t no rules around here. We’re trying to accomplish something! Thomas Edison

Why People Give? Case Studies Key Methodologies Q & A

Two Types of Donors:

Case Studies Key Methodologies Q & A Why People Give?

•  Emotional Donors

•  Informed Investors

Emotional Donors:

Case Studies Key Methodologies Q & A Why People Give?

•  Usually less sophisticated

•  Respond to personal appeals

•  Respond to emotional content

•  Giving is a luxury

•  Risk of higher donor attrition

Informed Investors

Case Studies Key Methodologies Q & A Why People Give?

•  Usually more sophisticated

•  Respond to tangible needs

•  Respond to audacious vision

•  Investing is a moral imperative

•  Higher probability donor retention

Case Studies Key Methodologies Q & A Why People Give?

Informed Emotional

Your new donors

New donor attrition

Case Studies Key Methodologies Q & A Why People Give?

60 to 90%

Problem:

Donor Funnel

Case Studies Key Methodologies Q & A Why 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.

Donor Funnel

Case Studies Key Methodologies Q & A Why People Give?

Supporter

Donor

Recurring Donor

Fundraiser

Lifelong Fundraising

& Major

Gifts

Your challenge:

•  Inform •  Inspire •  Involve

Your Donors

Case Studies Key Methodologies Q & A Why People Give?

Emotional Donor

Informed

Investor

Donor retention Case Studies Key Methodologies Q & A Why People Give?

70% Recurring Donations

Tactics that Work

Case Studies Key Methodologies Q & A Why People Give?

•  Tell a compelling story

•  Appeal to emotion and intellect

•  Instill a sense of purpose

•  Invite them to join a movement

How you communicate matters.

Case Studies Key Methodologies Q & A Why People Give?

Case Studies Key Methodologies Q & A Why People Give?

People don’t buy what you do, they buy why you

do it.

Simon Sinek

Case Studies Key Methodologies Q & A Why 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.

Case Studies Key Methodologies Q & A Why People Give?

The Golden Circle

Case Studies Key Methodologies Q & A Why People Give?

What everyone does…

Case Studies Key Methodologies Q & A Why People Give?

What you should do.

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 & A Why People Give?

Typically, when we’re talking about impact, we’re talking metrics.

Case Studies Key Methodologies Q & A Why People Give?

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 & A Why People Give?

Case Studies Key Methodologies Q & A Why 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.

A few examples…

Case Studies Key Methodologies Q & A Why People Give?

The Robin Hood Foundation

Case Studies Key Methodologies Q & A Why People Give?

The Robin Hood Foundation

Case Studies Key Methodologies Q & A Why People Give?

•  Slick, Visually Appealing

•  Interactive

•  Puts impact front and center

•  Person-centered

The Robin Hood Foundation

Case Studies Key Methodologies Q & A Why People Give?

Why

The Robin Hood Foundation

Case Studies Key Methodologies Q & A Why People Give?

Why

How

The Robin Hood Foundation

Case Studies Key Methodologies Q & A Why People Give?

Why

What

How

The Robin Hood Foundation

Case Studies Key Methodologies Q & A Why People Give?

Why

What

How

CTA!!

The Acumen Fund

Case Studies Key Methodologies Q & A Why People Give?

•  Immersive experience

•  Why - How - What

•  Highlight impact

•  Strong Calls to Action

The Acumen Fund

Case Studies Key Methodologies Q & A Why People Give?

•  Makes sharing EASY

•  Makes you want to share…

The Acumen Fund

Case Studies Key Methodologies Q & A Why People Give?

•  Compelling

Facebook

content

•  “Only”

26,000 fans

•  CTAs not to

“Like” but to

share

charity:water

Case Studies Key Methodologies Q & A Why People Give?

•  Compelling use of video

•  Why - How - What

•  Highlight impact

•  Strong Calls to Action

•  Focus on community

charity:water

Case Studies Key Methodologies Q & A Why People Give?

•  Clear,

achievable

milestones

charity:water

Case Studies Key Methodologies Q & A Why People Give?

•  Highlights

community

•  Shows

momentum

Invisible Children

Case Studies Key Methodologies Q & A Why People Give?

•  Excellent

storytellers

•  Shows real-

time progress

•  Proactive

transparency

Invisible Children

Case Studies Key Methodologies Q & A Why People Give?

•  Big, audacious goal: $2,100,000

•  “Current Goals” of $25,000 - $60,000

•  Impact links back to individual contributors

Invisible Children

Case Studies Key Methodologies Q & A Why People Give?

•  Targeted “Drip

Marketing”

campaign

•  Nurtured

supporters to

educate and

prepare them for

what comes

next.

Invisible Children

Case Studies Key Methodologies Q & A Why People Give?

•  Focus on

transparency

•  Keep supporters

up-to-date and

involved

Invisible Children

Case Studies Key Methodologies Q & A Why People Give?

•  Real-world

Launch Event

•  Inspiration,

education,

community

building

Invisible Children

Case Studies Key Methodologies Q & A Why People Give?

Focus on:

•  Progress

•  Results

•  Fundraising

support

Invisible Children

Case Studies Key Methodologies Q & A Why People Give?

•  Variety of style and

content

•  Targeted

Communications

•  Cohesive story arc

•  Accessible, but

assumes level of

engagement

Splash

Case Studies Key Methodologies Q & A Why People Give?

Splash

Case Studies Key Methodologies Q & A Why People Give?

Splash

Case Studies Key Methodologies Q & A Why People Give?

Splash

Case Studies Key Methodologies Q & A Why People Give?

Splash

Case Studies Key Methodologies Q & A Why People Give?

Splash

Case Studies Key Methodologies Q & A Why People Give?

Splash

Case Studies Key Methodologies Q & A Why People Give?

Key Takeaways

Case Studies Key Methodologies Q & A Why 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

Tools of the Trade

Case Studies Key Methodologies Q & A Why People Give?

•  Email Marketing

•  Automated Marketing

•  Website

•  Video

•  Social Media

•  Blog

•  Online Fundraising

•  In-Person Events

WWW.CLASSYAWARDS.ORG

Thank You!!!

Case Studies Key Methodologies Q & A Why People Give?

Taylor Corrado Head of Nonprofit Marketing

HubSpot

Mike Spear Director of Platform Engagement

StayClassy

Case Studies Key Methodologies Why 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....