Pinwheels for Prevention, Building Year Long Awareness, Donors and Dollars
Building a Community of Donors
-
Upload
asociatia-techsoup-romania -
Category
Education
-
view
601 -
download
0
Transcript of Building a Community of Donors
Building a Community of DonorsTrainer – Chris Worman, TechSoup
Introduction
• All of this is based on practice• All of this is market tested and works• All of this is based on communications• All of this takes time
Evolution in Odorhei
• Started by asking a question: what matters?• Campaign the answer• Made giving accessible
• 2% • Drop Boxes • Community Card• Employee Giving• Events…
• And today…
Sections:
• Knowing your Market• Building a Communications Empire• Asking
• Individuals• The Masses
Who are they? Know your Market
• Set realistic goals based on:
• Population of potential donors• Income• Maturity of Message
Who are they? Culturally
• What is it that people care about? Ask!
• How are you linking your work to their values?• Peer marketing – you can’t tell them.
• Can you make them proud to support you?• When in history?• How is this just ‘part of being from here’?
How do they consume media?
• Where do they get their messages? • Is it online? Is it in the salon and pub?
• In what form?• Stories? Tweets?
• Use the right tools for the right people• Use their language
How are they giving right now?
• Philanthropy is happening, how?
• How are their friends giving?
• How can you fake that? • Behavioral change in communities happens because people see their
peers engage.
Recap
• Know your Market
• Know their Metaphors
• Know how they Consume Media
• Know how they Give and How they Value Giving
Communications
Now you know:• Who they are• What they value• How they communicate• How they consume media • How they give
Build a Communications Machine
• Take their stories back to them frequently• Make them the story• SHOW giving and engagement• Share everywhere: Multi-Channel away!
• Email, social, media, video, citizen journalism, etc…
Ultimately
• You want everyone to make a positive association between your name and the solution to the problem you are trying to solve.
• A la Greenpeace and Environment
Asking
Beggars, Businessmen and Priests
• What can we learn from the best fundraisers in the world?
• Clarity of Value Proposition and Ask• Frequency and Practice• Immediacy• Personalization• Ease
What are you selling?
• What exactly is your value proposition?
• Does the price make sense?
• How are you making the act of giving communicative and communicable?
• How good is the story so even if you fail to make money you educate?
Mass Appeals
• Sports events – all about peer communities• Cause Related Marketing – all about product• Employee Giving – communities and ease• Direct Debit – ease and low barriers• Drop Box – comms and low barriers• Tax Redirection (2%) – tax control• Events – fun times• Online/Mobile – ease and immediacy• Donor Circles - community• Etc…
What is working
Peer networks – people trust their friends Community – people giving togetherEase – anything with a low barrierImmediacy – quick salvation
All told – Start small, don’t assume and work up
Building alliances
• Sometimes you have to ask for influence
• What can you offer a power broker to lower barriers?
• How do you ask?
Individual Asking Tips
The Magic Questions:
• Do you think this is a good idea?• What might make it better?• Who else might be interested? • Can you introduce me?• How would you like to be involved?
Reporting Back
• Always!
Recap
• Know who you are asking• Know what they value and align• Make sure you are known• Make sure giving is communal and obvious• Ask like a business-priest• Thank
Path
• Research• Test message• Pilot w friends and networks• Capture• Reflect• Iterate• Show to next tier• Capture• Thank• Repeat
Thanks
• Happy to answer questions
• Si Craciun Fericit!