Giving and Engagement in a Digital World
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Transcript of Giving and Engagement in a Digital World
mindframecampaign.org
Kyle Lacy
Brian Lauterbach
#SBDonor
Build Your Organization
• What is your name?• Who is your target population?• What are the services you provide?• How are you primarily funded?• Who is your spokesperson?
225,46025-55 year old college
graduates within 10 miles of Indianapolis, IN
1,833,88028-64 who live in Indiana
103,28028-48 within 25 miles of
Fort Wayne, IN
88,44037-64 within 10 miles of
South Bend, IN
700MUsers on Facebook
300,000New Twitter Accounts
Every Day
70MTweets Sent a Day
However...there is a problem
with statisticsand trends
We focus everything on brand awareness
from benches and billboards
to direct mail and event marketing
We forget that the shift is to the donor
It is about WHO instead of how many
Being Socially Relevant
Blog / Website
• The center point• Establishing credibility• Content creation
• Over 180 million users• Average age of user is 35• Distribution Network• Initial connection point
• Community Development• Largest Social Network• Crowd Sourcing
• Professional Facebook• Over 100 million usersAverage Income : $140K• Corporate Networking
YouTube
• Dynamic content (Video)• 2 Billion Videos a Day• Emotional content
Networking
CommunityDistribution
ContentVideo
Distribution
Activity
Your organization was just given $30,000 from the community foundation to create and implement a social media strategy.
This strategy will help communication to attract new donors to the mission of your organization.
Design a strategy with resources, staff, creativity and time.
What are 5 things you are going to do?
Tell the Foundation
How do they know you achieved them?
Lunch
Organization Presentations
GENERATIONAL
ASPIRATIONAL
PSYCHOLOGICAL
TRANSACTIONAL
SEGMENTATION EDUCATION
REALIZATION PARTICIPATION
Needs Assessment
Top 10 Things To Start Doing, Now.
ANALYZE
• Last year, actual• This year, projected• What will close the gap?
EVALUATION
• Weekly reporting• Share accountability
BUDGET
• What works, not what’s been done• Quantify results, not hope
COLLABORATE
• REAL partnerships• Leveraged resources• Mergers?
PLAN
• Technology is not the strategy• Don’t hire a consultant• Get ahead of curve
INTEGRATE
• Communication• Media• Message
INNOVATE SLOWLY
• Perfect basics• Set reasonable expectations
SEEK ANSWERS
• Don’t read proposals, communicate needs from service providers.
• What will be the result?
CHANGE CONDITIONS
• Recalibration, not replication• Ask why - and plan accordingly
HEAR THE MARKET
• You serve the community, not just the art form.
• Accept competition for dollars, don’t blame it.
