How to Market Your Nonprofit's Impact to Maximize Your Fundraising ROI

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


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


Two Types of Donors:

Case Studies Key Methodologies Q & A Why People Give?

•  Emotional Donors

•  Informed Investors

Emotional Donors:


•  Usually less sophisticated

•  Respond to personal appeals

•  Respond to emotional content

•  Giving is a luxury

•  Risk of higher donor attrition

Informed Investors


•  Usually more sophisticated

•  Respond to tangible needs

•  Respond to audacious vision

•  Investing is a moral imperative

•  Higher probability donor retention


Informed Emotional

Your new donors

New donor attrition


60 to 90%

Problem:

Donor Funnel


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


Supporter

Donor

Recurring Donor

Fundraiser

Lifelong Fundraising

& Major

Gifts

Your challenge:

•  Inform •  Inspire •  Involve

Your Donors


Emotional Donor

Informed

Investor

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

70% Recurring Donations

Tactics that Work


•  Tell a compelling story

•  Appeal to emotion and intellect

•  Instill a sense of purpose

•  Invite them to join a movement

How you communicate matters.



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

do it.

Simon Sinek


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.


The Golden Circle


What everyone does…


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


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


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



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…


The Robin Hood Foundation




•  Slick, Visually Appealing

•  Interactive

•  Puts impact front and center

•  Person-centered



Why



Why

How



Why

What

How



Why

What

How

CTA!!

The Acumen Fund


•  Immersive experience

•  Why - How - What

•  Highlight impact

•  Strong Calls to Action

The Acumen Fund


•  Makes sharing EASY

•  Makes you want to share…

The Acumen Fund


•  Compelling

Facebook

content

•  “Only”

26,000 fans

•  CTAs not to

“Like” but to

share

charity:water


•  Compelling use of video

•  Why - How - What

•  Highlight impact

•  Strong Calls to Action

•  Focus on community

charity:water


•  Clear,

achievable

milestones

charity:water


•  Highlights

community

•  Shows

momentum

Invisible Children


•  Excellent

storytellers

•  Shows real-

time progress

•  Proactive

transparency

Invisible Children


•  Big, audacious goal: $2,100,000

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

•  Impact links back to individual contributors

Invisible Children


•  Targeted “Drip

Marketing”

campaign

•  Nurtured

supporters to

educate and

prepare them for

what comes

next.

Invisible Children


•  Focus on

transparency

•  Keep supporters

up-to-date and

involved

Invisible Children


•  Real-world

Launch Event

•  Inspiration,

education,

community

building

Invisible Children


Focus on:

•  Progress

•  Results

•  Fundraising

support

Invisible Children


•  Variety of style and

content

•  Targeted

Communications

•  Cohesive story arc

•  Accessible, but

assumes level of

engagement

Splash


Key Takeaways


•  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


•  Email Marketing

•  Automated Marketing

•  Website

•  Video

•  Social Media

•  Blog

•  Online Fundraising

•  In-Person Events

WWW.CLASSYAWARDS.ORG

Thank You!!!


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....

How to Market Your Nonprofit's Impact to Maximize Your Fundraising ROI

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Transcript of How to Market Your Nonprofit's Impact to Maximize Your Fundraising ROI