Dm24 2017 capacity building session 6
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The conclusion of our capacity building series. This session gives a review of donor engagement strategies, marketing and tips to create a successful Do More 24 campaign!
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Dm24 2017 capacity building session 6
- 1. Do More 24 Capacity Building and Strategy Training Series Session #6: Final preparations – it’s go time! May 11, 2016
- 2. • Review of Do More 24 strategies • Goal Setting • Segmentation • Donor outreach • Marketing and social media • Final questions Agenda
- 3. • Remember: • Connect with your donors - It’s not “dollars out there” • Create the “achievable victory for your organization” • Make your goals SMART, fun, aggressive, and tied to your mission. • Always have a backup, secondary goal Goal Setting
- 4. For each goal create a strategy to include: WHAT, WHO, HOW, and WHY • WHAT = the SMART goal • WHO = the UNIVERSE • HOW = how you’re going to engage them • WHY = their motivation for funding the goal Strategy
- 5. • Define your donor segments based on data • Creating your segments • User defined levels • Collapse and combine as needed • Examples: Board, major donors, volunteers, etc. • Create the “HOW” and the “WHY” for each segment Strategy
- 6. • For each segment, remember: • Who do you need to leverage? • What are the asks? • Personal give and get goals (their gift plus 12 others) • Maybe for matching funds (for top donors or board) • Ambassador • What is your outreach strategy? • Emails, meetings, social media, etc. Strategy
- 8. Strategy for Prizes • New leaderboards • Clarity for standings according to segment (over $1mm/under$1mm) • Creates more competition among top five for each segment • How does it impact strategy for top five in segments? • In outreach, identify your standing and proximity of competitors • Increase your outreach during the day – social media and emails • Competition will increase your donors’ desire to help, equip them through your outreach • Hourly prizes • Stay focused and drive the message • Repetition is your friend Creating Competition
- 9. Creating Competition Strategy for Advanced Giving • New Advanced Giving option • People love what you do...they want to give...but they forget • Configure outreach to include Advanced Giving options • In outreach, highlight the AG option: • Here’s your chance to show the love...without forgetting! • Give today to opt out for June 8... • Give today and fundraise for us tomorrow! • Build a focus on the AG prize • Would your donors be responsive to AG? • Would they like getting a jump on the competition?
- 10. General Outreach Calendar • One month out: • Send a “save the date” via letter, postcard, email, social media • Two weeks out: • The first ask for give and get • Send via letter, phone, email, social media • One week out: • Last chance for a postcard or letter if you want to send it • The second ask for give and get • Send via email, social media, calls, and/or mail • Share the excitement, again with leadership and matching funds. What’s the outcome of achieving your goal going to be? Donor Outreach
- 11. General Outreach Calendar (con’t) • Two days before: • Reminder that Do More 24 is almost here and that you would be honored to have them make a contribution and share the opportunity to invest with their friends, family, neighbors, and colleagues • Keep it fun and straightforward, highlight any matching funds • One day before: • Send one email and share with everyone a rough draft of your email schedule and a note to be patient as we try to achieve our goal (reiterate it) and that things will return to normal the day after. Donor Outreach
- 12. General Outreach Calendar (con’t) • The Big Day – June 8, 2017 • Midnight email announcing that giving has commenced along with your goal, leadership funds, and matching funds. • Early morning emails (6-9 am to catch people arriving at work) • Mid-morning update (10:30am) • Lunch time update (noonish to catch people on lunch break) • Mid-afternoon update (3:30) • Drive-time update (5:30) • Evening update (8:00 to catch people winding down) • Final push (11:00-midnight for the final rounds) Donor Outreach
- 13. General Outreach Calendar (con’t) • Follow up to Do More 24 • Remember: Do More 24 does not end on June 8th – you need to properly thank and steward your donors immediately after the event • Thank everyone – an email to everyone on your list announcing your victory and, if needed, a thank you for enduring the flood • Start merging and printing a thank you letter to sign and mail to each donor • Personal outreach (phone call, email, etc.) to Board members and top donors who participated • In your thank you email, give people the immediate option to opt out of your list Donor Follow Up
- 14. Marketing Review • Collecting and telling stories • Photos & graphics • Make the Do More 24 branding work for you • Planning content and messaging • Editorial Calendar • Email • Social media
- 15. • Find stories that will best inspire your audience • Find stories that are passionate • Stories of individuals story have more impact than a story involving multiple people • Make sure you have a signed release form for anyone who appears in your photos Collecting Stories
- 16. Photos • Frontal views • Be mindful of facial expressions • Engaging activity
- 17. The Toolkit & Design
- 18. What’s Inside: • Do More 24 Branding elements • Do More 24 logos • Templates • Nonprofit Toolkit • Company Toolkit • Chamber of Commerce Toolkit • Marketing Materials • Widgets
- 19. • Go to Canva.com • Sign up for free to easily create and download graphics • Multiple formats: social media platforms, flyers, postcards • Templates • Stock Photography Creating Graphics with Canva
- 20. Planning Content • Create an editorial calendar for emails and social media posts (use our example in the Nonprofit toolkit) • Have everything ready in advance and use tools like Facebook publisher or Hootsuite to pre-schedule
- 21. Email • Incorporate your email outreach into your editorial calendar. • If you haven’t already, send your donor base and supporters a “Save the Date” • Begin the meat of your strategy about a month out • Let them know about your goal • Use the stories you’ve been collecting • Make sure your emails have a clear call to action and make sure to test the links
- 22. Email Tips • Find an easy to use email platform like Mail Chimp • Use email to share your unique link on domore24.org • Don’t over write: Make your message clear and your call to action easy to execute with links and buttons
- 23. • Find your influencers to help get others on board • Thank your sponsors! • Thank your donors! • Share partner posts. Social Media
- 24. Questions???
Notes de l'éditeur
- I’m using industry standards, it may be different for you. Stop and ask me questions to clarify and to make it fit your situation.
- ASSUMPTION – doesn’t work like that. If you want to make more money and hit your goals, you need to get the message out there a lot, over and over, to the same people. This is general outreach, not to Board, TD, Mid, Ambassadors, or Institutional. ONE MONTH OUT: - goal is to make people aware (you’ve already asked all the right people for your leadership funds, matching funds, and have lined up your larger gifts, right?) Think back to our ladder of effective communications – it’ll be a balance of what works the best and what costs the most. From our short list, it goes from most effective to least effective and from most expensive to least expensive. Reach people without email addresses too.
- TWO DAYS OUT: - goal is to remind them to give and get. To keep them excited and engaged. DAY BEFORE: - goal is to prep them for what’s to come Let them know there’s a flood of emails coming, share a rough draft of the email agenda. Ask them to bare with you, it’s going to be a busy day with lots of emails and social media posts and announcements and that you hope they’ll overlook the flood while enjoying being a part of your victory.
- 1. THE BIG DAY – Develop a schedule that works for you and that ties into your goals for prizes throughout the day. Take some away and add others. Try to keep people updated and keep a good flow of emails to remind them to give and get – without sounding needy (we don’t say need…) or without drowning them.