A presentation from BBCON 2013 on utilizing email, web and social media to steward donors. Includes a great case study from the Planetary Society.

1. 9/30/2013 #bbcon 1
Getting the Second Date:
Romancing the Donor
PRESENTED BY DANIELLE JOHNSON VERMENTON &
MONICA LOPEZ

2. 9/30/2013 #bbcon 2
INTRODUCTIONS
Danielle Johnson-Vermenton
Senior Interactive Consultant
Go! Essentials on Luminate
Monica Lopez
Director of Marketing &
Communications
The Planetary Society

3. 9/30/2013 #bbcon 3
• State of Donors
• Retention is the new acquisition
• A True Love Story
• Moving Forward
SO WHAT ARE WE TALKING ABOUT?

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“WE NEED TO STOP MEASURING OUR
SUCCESS BY WHETHER OR NOT WE MEET
THE NEEDS OF OUR ANNUAL BUDGETS.”

5. 9/30/2013 #bbcon 5
46% of study donors stop giving
for reasons that are connected to
“a failure to communicate.”

6. 9/30/2013 #bbcon 6
Almost SIX out of every ten donors from the
previous year DID NOT renew by year’s end
Based on the 2013 FEP Study
Source: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=20015

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The future is bright and it
only takes 10 to get there

8. 9/30/2013 #bbcon 8
17 months of double digit growth
in online giving from 2500 orgs
It just makes sense to invest in online donor stewardship

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• They get your email (52%)
• It’s their top choice for info
• Sharing is caring – email & web
• 50+ yo prefer website & email
NTEN Donor Engagement Study

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EMAIL IS KING!
Timely  Dynamic  Personalized  Actionable

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Keep
Convert
Find
Check out Flip The Funnel by Joe Jaffee

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Have an online gratitude strategy
With every point of contact it is about building.

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 Move beyond the eNews
 Amplify with social media
 Utilize your website
 Create moments
 Trail blazers

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15. 9/30/2013 #bbcon 15
GET AUTOMATED

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• Post a shout out
• Share photos and tag the donor
• Tweet campaign updates,
program updates, client quotes
• Ask clients/recipients to post
their stories
• Ask donors to post on twitter or
Facebook and tag your
organization
• Use your FB cover
• Celebrate your donors on your
blog
• Create videos

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Shout it from the mountain top!
• Interactive ‘thank you’ page
• Use videos
• Moving photos
• Frequent updates
• Donor Wall

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19. 9/30/2013 #bbcon 19
Elicit a response!
• Make your mission tangible
• Be donor centered
• Create a moment
• See things through their
eyes
Writing Tips
• Don’t use jargon
• Be conversational
• Make it timely
• Talk with them, not at them
Resource - Relevant Messaging Idea List:
http://www.charityhowto.com/blog/blogs/Relevant%20Messaging%20Idea%20List.pdf

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USING THE WEB: NATURE CONSERVANCY

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USING SOCIAL MEDIA:
AMNESTY INTERNATIONAL
5 Creative Ways to Say TY to your Facebook fans
http://social.razoo.com/2012/09/five-creative-ways-to-thank-your-
facebook-fans/
Get creative with Timeline Cover photos
http://www.hongkiat.com/blog/creative-facebook-timeline-covers/
Make it come to life with video & music (for free!)
http://animoto.com/
42 Creative Pinterest Ideas for Nonprofits
http://www.frogloop.com/care2blog/2012/1/13/steal-these-42-creative-
pinterest-ideas-for-nonprofits.html

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USING VIDEO
AMERICAN RED CROSS

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BEST IN CLASS!

24. 9/30/2013 #bbcon 24

25. 9/30/2013 #bbcon 25
THE PLANETARY SOCIETY EXPANDING A
COMMUNITY WITH GRATITUDE

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THE CHALLENGE:
TO GO FROM HERE…
• Led and co-founded by
legendary astronomer Carl
Sagan, who died in 1997,
The Planetary Society was
viewed by many as an
exclusively academic society.
• Dr. Louis Friedman, also a
co-founder, was Executive
Director for 30 years.
• Many of our members had
been here since the
beginning and are largely
responsible for driving
revenue.
2010: Welcome our New CEO

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TO HERE
Enter Bill Nye the
Science Guy our
new CEO!

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• Redesign, Rebrand, New Tools – 5 mos
- Focus on community -- "You" vs. "About Us"
- Freshen tone – friendly and welcoming
- Give value to everyone who connects with us via "any" channel
- Integrate Social Media
- Employ visual storytelling by showcasing stunning imagery throughout
- Lead with people and personality
- Enhance blog content
- Create multiple opportunities for engagement and action
WHAT DID WE DO DIFFERENT?
ENGAGEMENT, ACTION, COMMUNITY
"I have always been most impressed by The Planetary Society because their vision is as grand
and true as their sincerity and heart. Carl would be very proud indeed...”
–M.T.

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COMMUNITY:
WE KNOW YOU

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COMMUNITY:
WE HEAR YOU

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COMMUNITY:
WE APPRECIATE YOU

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INFINITE VISIONS:
MEMBERS SHARE THEIR VISIONS
http://www.planetary.org/connect/infinite-visions/

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THE PLANETARY SOCIETY
SAYS THANK YOU
http://www.planetary.org/multimedia/video/planetary-society-says-thanks.html

34. 9/30/2013 #bbcon 34
Focusing on member engagement and creating good vibes we deployed
a multi-channel campaign using email, direct mail, and video.
- December online revenue: $127,000
• This represents one of our largest months ever.
- 479 online donations totaling $45,000 for year-end campaign.
- This revenue is generated from a total of 35 different online forms
being used to track campaigns, donations, acquisition, and
renewals.
- Campaign consisted of 8 different emails beginning in November.
- Over 125 heartfelt comments from Members expressing their love of
the organization and our mission.
- 500+ Members shared their Visions + 2 Board members
INFINITE VISIONS:
A YEAR END CAMPAIGN
"Really proud to be a member, thanks for all your hard work. There is much
to be done." – H.D.L.

35. 9/30/2013 #bbcon 35
12 mos. Prior 12 mos. Since % Change
Revenue $524,442 $745,871 42%
Renewals 3781 4386 14%
New Members 753 2236 192%
Web Traffic
Unique 1,316,604 1,752,788 33%
Total Visits 2,179,498 2,748,221 26%
Page Views 3,775,093 5,396,166 42%
% New Visitor 59.08% 63.56% 8%
Avg. Visit Duration 0:01:25 0:01:52 32%
Pages 1.73 1.96 13%
Additionally:
- 20% of Direct Mail joins came from Online Acquired names
- Utilizing a series of email split-tests raised response rate to online renewal emails from 7% to 11%
Note: If we take out Planetfest Tickets -- Revenue is still up 30%
YEAR OVER YEAR DATA
"Thanks for all you do. The world needs to understand how important space exploration is to us all. It is
our future. Thanks to your efforts, I have renewed hope for our future." - M.P.

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QUESTIONS?
Email Monica at monica@planetary.org
Learn more at http://www.planetary.org

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Questions? Send me an email: Danielle Johnson-Vermenton
danielle.johnson@blackbaud.com
NTEN & CharityDynamics Nonprofit Donor Engagement Benchmark Report
http://www.nonprofitdonorengagement.com/
The Next Generation of American Giving
https://www.blackbaud.com/files/resources/downloads/08.13.CORP.NextGenGiving.Tipsheet.pdf
http://www.convio.com/files/next-gen-whitepaper.pdf
Penelope Burke’s blog
http://www.burksblog.com/
NonProfit Marketing Guide
http://www.nonprofitmarketingguide.com/resources/aboutus/meet-kivi-leroux-miller/
Inbound Zombie
https://www.facebook.com/InboundZombie
The Millennial Impact Report
http://www.themillennialimpact.com/
Donor Retention: What do we know and what can we do about it?
http://www.afpnet.org/files/ContentDocuments/Donor_Retention_What_Do_We_Know.pdf
RESOURCES

38. 9/30/2013 #bbcon 38
FINAL THOUGHTS: IT’S ALL ABOUT THEM
1. Change the culture
2. Have a plan
3. Acknowledge
4. Communicate
- Show impact
- Share results
- Connect often
- Create a moments
5. Provide multiple touch points
6. Set a goal & monitor
7. Get feedback
8. Be patient – long term investment