Scaling Generosity - Site Stacker Gathering 2017

VIRTUOUS CRM SCALING GENEROSITY
MODERN DONORS EXPECT
sophisticated storytelling and technical
savvy from their charitable organizations.
[They] will not only give money, but will
also volunteer and lend the force of their
own social networks to a cause they
believe in.”
“
–NY Times

Welcome…
to the Internet
in 1996.

One to Many
Yesterday’s Internet:
Pets.com Classmates.com Yahoo DASCO

The Rise of
One to One
Technology

One to One
Today’s Technology:
Google FacebookAmazon Netflix

One to One
Today’s Technology :
Google FacebookAmazon Netflix

Personalization
at Scale

How this Shift
is Impacting
Fundraising

Value Relationships Over Institutions
Ice Bucket Challenge
What We See from
Donors
What We See from
Charities
Institutional Communication
Traditional, Little-to-No Personalization

What We See from
Donors
What We See from
Charities
Fans to Fundraisers
Crowd-Sourced Participation
Too Few Fundraisers
Over Reliance on a Few Key Donor
Development Staff

What We See from
Donors
What We See from
Charities
Fans to Fundraisers
Crowd-Sourced Participation
Data-Driven Decisions
High Access to Information
Too Few Fundraisers
Over Reliance on a Few Key Donor
Development Staff
Antiquated Technology
Donors are a Row in a Database

What We See from
For-Profits
What We See from
Non-Profits

Bound to Traditional Tech
Not Agile Enough
Trapped in Legacy Systems
Flat Fundraising Results
Dying on the One to Many Model
The World
Changed…
But Not Every
Nonprofit Can
Keep Up

Insights Help You
Know Each Donor
Tailored, Automated
Conversations to
Build Trust
Customized Next Steps
for Each Donor
How Virtuous Creates
Personalization at Scale

Insights
help you know
each donor
Technology
CRM / Donor Mgmt
Social media scraping and relational influence tracking
Geo-location and nearby donors
Giving patterns and wealth metrics
OR GANIZ AT IONS WANT PE R S ONALIZ AT ION AT S C ALE

Marketing Automation
Software that helps organizations more effectively market on multiple
channels (mail, email, social, etc.) by automating repetitive tasks or a series
of tasks. In other words, it helps you personalize communication for 10,000
donors in a way that used to only be possible for your top 100 donors
DE FINIT ION
HIT PAUSE

Tailored
Conversations
Build Trust
Technology
Marketing Automation
Automated personalized emails
Tasks driven by user actions
Automated mail, phone calls, social & etc.
Built-in Best-in-Class workflows

70%of businesses use marketing automation
to tailor customer experiences

Customized
Conversions
Technology
Custom Gift Asks,
Predictive Analytics,
Web/Mail Integration
Individualize CTA’s based on predictive analytics
Lead Scoring bubbles up high potential contacts
Predict planned gifts, influences, P2P candidates, etc

Real World
Examples

WHAT WE KNOW ABOUT A NEW DONORS
• It’s CRITICAL to engage with new donors and get a second gift in the first
90 days in order to maximize Lifetime Value
• If you connect the passions and super powers of an individual donor to your
mission then you have a donor for life
YOU GIVE THEM MORE THAN THEY GIVE YOU!
• 70% of orgs don’t send a Welcome Series to new donors to get a second
gift or foster a personal connection in the first 90 days
GENEROSITY KILLER!

NEW DONOR COMMUNICATION
Day Action Content
1 Task Jim and Jenny are auto-notified of new donor
1 Email Thanks for giving to Jim and Jenny. Here’s a video on what we’re doing in
Turkey
3 Email Hi again! We thought you’d like this note from Turkish business owner and
links to a couple of similar stories from workers like Jim and Jenny
5 Email Ready to tell the world about our impact in Turkey? Here are 3 ways to get
the word out
7 Call “Hey Beth, I wanted to check in and give you a quick update on our work with
Jim and Jenny in Turkey. I also wanted to see if you had questions on the
emails we sent?”
**NOTE: Rep should be able to see email stream along with clicks and opens prior to the call

Huge Increase in
2nd Gift
Huge Increase in
Sharing

EXISTING DONOR COMMUNICATION
Day Action Content
1 Email Thanks for giving to Jim and Jenny. Here’s a video on what we’re doing in
Turkey.
3 Email IF DONOR HAS A HIGH FINANCIAL SCORE
Are you ready to expand your impact? Did you know that funding local church
planters costs $1000/yr. Your single gift of $5,000 could fund 5 high-capacity
church planter for the coming year.
NOTE: ASK AMOUNT IS CUSTOMER PER DONOR
3 Email IF DONOR HAS A HIGH SOCIAL SCORE
Ready to tell the world about the impact in Turkey? Here are 3 ways to get the
word out. And here are a few tips or introducing our org at your church.
6 Email “Let us know if you have any questions. We’d love to serve you and help you
find how God can use you.”
7 Handwritten
Note
IF DONATION IS OVER $1000
“Thank you so much! How can we serve you?

ONE MORE EXAMPLE
Legacy Gift Prospecting
IF a Donor is over 55 and IF they have a wealth score of over X THEN
• Day 1, Email 1
Thanks for your faithfulness to the cause. Have you thought about how your gifts
can effect the next 3 generations of students in Malawi. Learn More About Our
“Leaving a Legacy in Malawi” Planning Giving Program.
• Day 3, Handwritten Note
Thanks for your faithfulness. Our Legacy team sent an email a few days ago about
a program we have to expand your impact over the next 30 years. I’d love to talk
more when you’re ready.

What About
Missionaries?
Workers don’t have time and they aren’t
professional fundraisers… best practice
automation can be a HUGE WIN
Give Missionaries visibility into donor insights,
“corporate” communication through your CRM.
Transparency builds trust, relationships and
generosity!
Missionaries see donors as “MY donors”. Like
it or not this is often true. Embrace it. Equip
missionaries to love on their donors and tell
your organization’s story
Your missionaries are your best connection to
the passions and interests of each donor.
Leverage your missionaries and their personal
insights to grow generosity
C R E AT ING C ONNE C T IONS T O T HE FR ONT LINE S

The Exodus Road
“The Virtuous Best Calls to Make report helped me
identify patterns in key donors, make the right ask,
and hit our fundraising goals for a big campaign.”
SUCCESS STORY
Jeanine Honsaker
VP of Advancement
SECTOR
Social Justice
Human Rights
INTEGRATIONS
MailChimp
Social Media Insights

Scaling Generosity - Site Stacker Gathering 2017

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