AFP Westchester NPD 2013 Delivering Integrated and Organic Donor-Centric Communications - Kelly Albanese / Joseph Ferraro, CFRE
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Kelly Albanese CCS Joseph Ferraro, CFRE PULSE Marketing, Development & Communications [PULSE-MDC] Strong communications build awareness for your organization and mission while also providing trust and credibility. In an age where transparency is more important than ever, and the competition for philanthropic support is fierce, regular communications and an open dialogue with supporters can positively impact an organization's bottom line. But, how can your organization create communications that not only reach your target audience, but also engages them? The key to transforming your communications into effective cultivation tools is to adopt a donor-centric model that demonstrates impact while also making the reader an important part of your organization’s narrative. This session will review the key principles of communication for fundraising; identify the latest tools and trends; and share best practices for turning constituents into impassioned advocates and donors for your organization. LEARNING OBJECTIVES/TAKEAWAYS: Session participants will:be reminded of the key principles of communication for fundraising; learn about the latest tools and trends being used today for fundraising communications; and discuss best practices for bringing constituents and donors closer to their organization with a strategic and thoughtful communications plan for fundraising.
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AFP Westchester NPD 2013 Delivering Integrated and Organic Donor-Centric Communications - Kelly Albanese / Joseph Ferraro, CFRE
- 1. Delivering Integrated and Organic Donor-Centric Communications Presented By: Joseph Ferraro, CFRE, President PULSE Marketing, Development & Communications Kelly Albanese, Assistant Vice President CCS Thursday, November 7, 2013
- 2. The Donor-Centric Model How does their gift help? Your Ask Your Donor SOURCE: John Haydon, Your Donor is Not a Tomato Plant, www.johnhaydon.com/2011/01/how-break-downbarrier-between-your-donor/ Who are you talking to? Your Cause ■2
- 3. The Donor-Centric Model 1. Informed by Donor Preferences 2. Shaped by Donor Point of View 3. Encourages Dialogue 4. Empowers Donors ■3
- 4. Developing the Donor-Centric Communications Strategy 1 Get to Know Your 2 Speak Their Constituents 3 Make Your Story Language DonorCentered Model 4 Put Into Action Theirs ■4
- 5. 1. Research: Get to Know Your Constituents Donors as Individuals Demographics Donor Preferences Interests Behaviors ■5
- 6. How Do You Collect This Information? ■6
- 7. Fundraiser as Matchmaker Your Organization’s Strategic Goals Donor’s Interests and passion Win-Win for Everyone ■7
- 8. 2. Message: Speaking Their Language Perspectives ■8
- 9. The Donor Journey Newcomer Event Attendee Interest First-Time Donor Learn Repeat Donor Evaluate LYBNT Justify Volunteer Leader Donate What is your donor’s motivation at each stage? What questions is your donorasking at each stage? Key Messages and Value Propositions Most Likely to Respond to… (Calls to action) ■9
- 10. 3. Engage: Foster a Donor Community ■10
- 11. 4. Empower: Turning Donors into Evangelists & Fundraisers ■11
- 12. Tips for Implementation: Structure A donor-centered model: – It is a mindset – it is a philosophy of engagement – Part of a comprehensive program that breaks down internal walls to avoid the silo mentality of “my donor, not yours.” – Uses direct response/annual fund information to segment donor files for use as feeders for higher levels of cultivation (major gifts, planned gifts, volunteer leadership, events, etc.) – Says Thank you….Thank YOU….THANK you….AND THANK YOU!!!! ■12
- 13. Tips for Implementation: Technology Consider teaming with MG/PG departments to provide ALL direct response support for their operations – it educates your DR team as to what else is going on within development and it may also make it possible for you to keep charge of all fundraising mail calendars to ensure unity of messaging. In the age of online communities/email/txt messaging, don’t forget the power of telemarketing, national and regional space ads (including online) and broadcast media. Use media intelligently – some messages work better than others for certain efforts and channels. When using multiple channels in an integrated outreach effort, be sure that the message rings true and is authentic in demonstrating the impact of your mission. ■13
- 14. Tips for Implementation: Technology (cont’d) Specific Online Tips: Drive Traffic from all other channels Make content outwardly-focused Be sure content it compelling Every success story must lead to call to action Call to action must be clear Appropriate use of real estate ■14
- 15. Tips for Implementation: Messaging Multiple tracks of touch-points and communications strategies must be implemented to maximize donor-engagement with the mission and its outcomes. Being “donor-focused” removes the institutional thinking from the donor relationship enhancing communication. Your organization simply becomes a conduit – a facilitator – for what the donor or prospect already wanted to do. You just gave them an opportunity to make it happen. Organizations and their communications messaging must be compelling and engaging and above all must be flexible and “donorfocused” in approach to meet individuals where they are and not force individuals to meet the organization where it is. Mini-Campaigns offer a chance to be part of something important. ■15
- 16. Tips for Implementation: Messaging Make the most of donor newsletters. Don’t send an institutional piece that is already being printed by your communications/PR team to donors. Donor desires for results demand a specific donor stewardship publication that serves as yet another thank you for their support. It is a report back to donors on results (results that are possible thanks to donor gifts). It engages donor in your successes. The most effective newsletters (that improve donor-engagement and increase income) are usually short, timely and NOT glossy magazines. Communication style must feel as if you know your donors. Remember, you are writing to ONE person at a time – NOT hundreds of thousands or more. Use data you have in your database to truly personalize your appeals far beyond “Dear Ms. Sally Samplename,” ■16
- 17. Tips for Implementation: Messaging Why do you ask? What’s your mindset? How do I advance relationship? – It is not just like last year – Nobody cares it is the end of your fiscal year – You don’t NEED money – You know people who can help – You can join with other to fight/promote/end/fix/solve _____________ ! – You are the conduit – You are the vehicle – YOU are the chosen one. – You are offering an opportunity to change the world ■17
- 19. Joseph Ferraro, CFRE President PULSE Marketing, Development & Communications 15 Briar Hill Drive Putnam Valley, NY 10579 914.419.5945 ferraroja@pulsemdc.com www.pulsemdc.com THANK YOU! Kelly C. Albanese AVP, Marketing Communications CCS 461 Fifth Avenue | 3rd Floor New York, NY 10017 646.572.7610 kalbanese@ccsfundraising.com www.ccsfundraising.com
Notes de l'éditeur
- Strong communications build awareness for your organization and mission while also providing trust and credibility. In an age where transparency is more important than ever, and the competition for philanthropic support is fierce, regular communications and an open dialogue with supporters can positively impact an organization's bottom line. But, how can your organization create communications that not only reach your target audience, but also engages them? The key to transforming your communications into effective cultivation tools is to adopt a donor-centric model that demonstrates impact while also making the reader an important part of your organization’s narrative. This session will review the key principles of communication for fundraising; identify the latest tools and trends; and share best practices for turning constituents into impassioned advocates and donors for your organization. Session participants will:be reminded of the key principles of communication for fundraising;learn about the latest tools and trends being used today for fundraising communications; anddiscuss best practices for bringing constituents and donors closer to their organization with a strategic and thoughtful communications plan for fundraising.Good morning! Hand poll of who's in the room. (A.Fundraisers, B. Communications/Marketing, C. Combo, D. Other)We're here this morning to talk about Donor-Centric communications, but I guess the first question we need to answer is "Why should I care?" "What exactly does 'donor-centric' mean? Aside from the obvious?“ And then the next logical question is probably “how is a donor-centric approach different from what I’m doing now.”So let's start with the "why should I care" and the rest will follow.
- Your organization has a mission which you are tasked with funding. You have to get donors to give your organization money while countless other npo's are sending emails and direct mail and running drives, having events and asking for donations. The donor-centered model positions your organization closest to the donor because you, as a fundraiser, are looking to deliver donor happiness and satisfaction. And that happens when your cause, your request and your donor's interests and perspectives all intersect at donor-centered nirvana. This is a place that exists. But it only exists when you make a conscience decision to change the way your organization communicates. To do that your communications and fundraising strategy need to be integrated anddeveloped with the donor in mind.
- Your organization might have a donor-centric model if your communications:are informed by donor preferencesare shaped by the donor’s point of viewencourage a two-way dialogueencourage donors to communicate with donors
- Where do you begin?
- You start to develop this plan by looking at your donor. And I say donor versus donors because they are all individuals. There will be many shared qualities and you'll be able to segment, or group, these like individuals, but their uniqueness should be carefully researched, catalogued and considered when developing your communication strategy.What are their demographics (age, education, sex, etc.)? What are their interests and do these interests overlap with your organizational mission? And finally, can you identify patterns in their behavior (How do they like to communicate? What motivates them to act? What inspires them?)? What are their preferences: email, social media, direct mail, phone, face to face? Determining their communications preferences will let you know where you should spend your time and that will also inform how you craft your messages.
- At every possible opportunity. Begin a dialogue.Event registration question. Online surveys. Feasibility/planning study. Thoughtful questions during cultivation. Website. Great example from the March of Dimes. Advisory Board.Save this information. Put it in your database. You’re going to need it! As you collect this information you are beginning to build a profile.
- Now that you know how these individuals want to be communicated with and what they're interested in it is important to consider their individual Perspectives.
- Now that you know how these individuals want to be communicated with and what they're interested in it is important to consider their individual Perspectives.
- Segment Communications- Tone of message - advocacy, donor, volunteer, etc. Establish communication tracks/nurturing campaigns (Newcomer First-time giver Event attendee Repeat Donor LYBUNT Potential Leader Leader)Have an end goal for each group: Come to an event, make a gift, increase support, meet with major gift officer/DOD/Executive Director, volunteer, recruit for leadership position, open an email!
- Empower your donors by making it easy for them to make your mission theirs Foster a donor communityMake it easy and give them tools to help them spread the word