THE DONOR JOURNEY3 STRATEGIES FOR SUCCESS

Rich DietzTriSummit Solutions

@RichDietz

Linkedin.com/in/RichDietz3

SAVE THE DATE!

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Save the Date:

UNA's Annual Conference

September 14, 2017 at the Davis Conference

Center.

"The Ripple Effect: Creating a Culture of Impact"

Keynote speaker, Vu Le (author of the blog nonprofitwithballs.com)

QUICK POLL

Who heard me speak at the

UNA Conference?

Breakout session?

Yes / Both / No3

HELLO. MY NAME IS RICH

Rich Dietz

Rich has over 20 years' experience working

in and with a wide variety of nonprofit,

political, and government organizations and

holds a Masters in Social Welfare (MSW)

from UC Berkeley.

@RichDietz

Linkedin.com/in/RichDietz

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HAPPY WOMAN’S DAY

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AGENDA

Quick Recap from UNA Conference

The Welcome Series

Online Video

Mobile Marketing

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Q & A

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The Donor Journey Online Course

(Free for UNA members and attendees)

QUICK RECAP FROM THE CONFERENCE

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This is going to be fast… hold on to your hats

Now… close your eyes.

Why? All the same… ho-hum experiences.

This leads to poor results and low donor loyalty

Small changes lead to big improvements – Donor Loyalty

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Engagement

+

Amazing Experiences(at every stage of the journey)

= Donor Loyalty

The Donor Journey

Taking the time to truly walk in your donor’s shoes

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The Donor Journey(Online)

A framework to think through each touchpoint

Content /

Communication WebsiteDonation

Form Thank You Follow Up

THE REST OF THE TALKDuring the rest of the keynote and the breakout we did a crash course in

many strategies to pick from:

• Impactful thanks

• Storytelling

• Showing impact

• Reducing friction (forms)

• Most Wanted Response

(MWR)

• The welcome series

• Online video

• Amazing content

• And more…

3 STRATEGIES WITH GREAT ROI

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A few of my favorites

THE WELCOME

SERIES

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THE BIG QUESTION:

HOW LONG DOES A SUBSCRIBER / DONOR

HAVE TO WAIT UNTIL YOU ENGAGE?

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“The First gift from a

donor is not money:

It’s attention”

- Tom Ahern

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Show IMPACT FirstEg./ Investment Banker

“Donors define

‘oversolicitation’ as

being asked to give

again before learning

their first gift had an

impact”

- Penelope BurkeCygnus Research

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The Welcome Series

A series of emails automatically trigged by an event (signup, donate, etc.).

4Xmore OPENS

5Xmore

CLICKS

Experian Research

QUICK POLL

Who currently has a

“Welcome Series” for donors?

Yes / No / I wish

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BUILD THE RELATIONSHIP

The Welcome Series can

help do this

The 7 Touches

Monthly Newsletter vs.

Welcome Series

REMEMBER DONOR LOYALTY

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60% donor attrition rate

Many reasons for donor attrition

Organization did not keep in touch

Organization did not let them know how funds were used

Donor did not feel connected to the org

The Welcome Series is great at addressing those!

HOW TO CREATE YOUR WELCOME SERIES

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MANY TYPES OF WELCOME SERIES

New subscriber

Event registration/attendees

Volunteers

Program interest

New parents

Recurring donor

And..

The Donor / Thank You / Impact - Series

AVOID THESE TRAPS

Don’t ask for money too soon (oversolicitation)

Don’t bore them to death

Don’t send them regular emails (yet)

QUICK TIPS

Sounds hard.. But it’s “leveraged time”

Sign up for other org’s lists

Get ideas, what works.. But don’t copy

Automation is the key

EXAMPLE - MAILCHIMP

* “Automations” are only in the paid version of MailChimp

EXAMPLE - ACTIVECAMPAIGN

QUICK TIPS

Be real, conversational, passionate

Make them feel part of the community

Tell Stories! Lots of Stories!

QUICK TIPS

Use photos and video (more engaging)

Ask for small favors (engagement)

Multiple emails in the series

4-5 minimum, add more as you can

Test, test, test

TIMING OF WELCOME EMAILS

Avg. seems to be 1 email x week

More early seems to work well

Day 1, 3, 5 and then 1 per week

Test, Test, Test

DON’T FEAR THE UNSUBSCRIBE

Probably not going to be supporter

Case study -

High vs. low frequency emails

23% more money

31% fewer unsubscribes

WELCOME SERIESCONTENT

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(Ideas to try… remember to test!)

The online course will go into these much more in depth

MANDATORY EMAILS

Welcome / Thank You / What to Expect

MANDATORY EMAILS

Tour / Where to Start

MANDATORY EMAILS

Impact / The Why

MANDATORY EMAILS

Success Stories

(Sprinkle these throughout the series)

MANDATORY EMAILS

Thank you,

Thank you,

Thanks again.

OTHER EMAILS TO TEST

Staff Spotlight

OTHER EMAILS TO TEST

Encourage

Engagement

OTHER EMAILS TO TEST

Donor Survey

OTHER EMAILS TO TEST

Highlight Different

Programs

OTHER EMAILS TO TEST

Hope and

Dreams

OTHER EMAILS TO TEST

Others?

Use your imagination

ONLINE VIDEO

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WHY ONLINE VIDEO

More affordable and easier than ever

More effective / Engaging

Social media all about video

BEST way to tell your story

Visual Storytelling

VISUAL STORYTELLING

The power of stories

Easier to process and understand

CONTENT IN CONTEXT

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CREATING AND USING VIDEO

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KISS – KEEP IT SIMPLE STUPID

Don’t buy expensive equipment

Keep it short – under 2 min.

Keep it focused – one main point

Call to Action (CTA)

CREATING AN EFFECTIVE VIDEO

Planning

Production

CREATING AN EFFECTIVE VIDEO

Editing

Hosting

HOW TO GET BETTER AT VIDEO

Do more video!

Only way to improve

Watch others and imitate

Learn more online

wistia.com/library

VIDEO PROJECT IDEAS

Success stories

Interviews – Staff, clients, State

Rep

Video Tour of Office

Staff highlights

Seminars / trainings

How to / Tips

Video Annual Reports

Holiday messages

Sky’s the limit

EXAMPLE VIDEO PROJECT

Project: Staff Story

1. Talk to staff about their favorite stories

2. Refine story using “Laws of Storytelling”

3. Capture story on video (your phone)

4. Publish on YouTube

5. Share via social media

6. Engage your Social Media Army

7. Measure your analytics

8. Adjust/tweak and do it again

NOW USE THEM EVERYWHERE

Incorporate into current marketing

Blog, twitter, facebook

Search Engine Optimization (SEO)

Email marketing

Video donation page

VIDEO EXAMPLES

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EXAMPLE

Rosebudbgc.org – Rosebud Reservation

EXAMPLE

https://www.youtube.com/watch?v=3O05nyS6hwQ

Unexpected

but powerful

EXAMPLE

The Interview:

You can get these anywhere,

anytime – just need a phone.

Interview with State

Representative

MOBILEMARKETING

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WHAT IS MOBILE MARKETING

Wikipedia Marketing on or with a mobile device

Mobile Marketing Assoc. “a set of practices that enables

organizations to communicate and

engage with their audience in an

interactive and relevant manner through

any mobile device or network.”

WHY MOBILE

90% of US population has mobile

67% have use smart phone everyday

for last 7 days

83% don’t leave home without

Now more mobile traffic than desktop

WHY MOBILE MARKETING

“Mobilegeddon”

Removing sites from mobile

search

Different results for mobile

Google seems to prefer

“Mobile Responsive Design”

TYPES OF MOBILE MARKETING

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TYPES OF MOBILE MARKETING

Mobile website

Mobile email

Mobile giving

Text / SMS messaging

QR codes

Smart phone apps

Mobile advertising

WHERE TO START?

Our suggested order

Beginner / Intermediate

Mobile email

Mobile website

Mobile donation form

Advanced (maybe not necessary)

QR codes

SMS / Text

Text2Give

Mobile Apps

MOBILE FRIENDLY WEBSITE

Need your site to look good

and usable on mobile

Probably time to update

anyways.. Right?

“Mobile Responsive”

Tipping point – More mobile than desktop now

MOBILE FRIENDLY WEBSITE

May need help with this one

Options...

DIY

Online builder

Upgrade to a CMS

(WordPress)

How do get your website mobile responsive?

MOBILE EMAIL

Use a mobile friendly template

The stats

82% check and send email on mobile

61% close or delete if not mobile friendly

Very easy if choose the right template

Really goes hand in hand with the website

Don’t do one without the other

MOBILE DONATION FORM

Simply making it easy to

donate via mobile

Responsive donation pages get 34%

more gifts

When choosing a donation provider ask

about mobile

WRAP UP

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AUDIT RULES• Ask them to complete

actions, then…

• Watch and listen

• NO interference

Donor Journey AuditGet honest feedback

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HOMEWORK

Audit your Donor Journey (mobile too)

Pick 1 idea or strategy to test

Take Action!

Track results

Rinse and repeat

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The Donor Journey Online Course

(Free for UNA members and attendees)

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More help is on the way…

It’s why we created TriSummit Solutions

Q&ASlides will be

emailed to you tomorrow

Take Action!

@RichDietz

Linkedin.com/in/RichDietz

Rich DietzRich@TriSummitSolutions.com

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