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Growing Your Online Presence

Downloads available at

NonprofitRD.com/BGCA-SLC

Rich Dietzrich@nonprofitrd.com

@RichDietz

linkedin.com/in/richdietz

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This is not easy“There’s no doubt that you’ll need to work harder than ever to cultivatestrong relationships with your constituents if you’re going to competeeffectively for donor dollars.”

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But you MUST start now“The best time to plant a tree was 20 years ago.

The second best time is now.” -Chinese Proverb

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More help is on the way!

Currently in development:

Exclusively for BGCA

Online Fundraising Master Class

Today is a survey course

The online class will be more like graduate work

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Rich Dietz

Founder of Nonprofit R+D

Director of Fundraising Strategy at Abila

Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.

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Volunteers…

1. Name / Club

2. What do you want to learn from this session?

OR

What is your challenge with technology or online

fundraising?

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Agenda

1. Introduction

2. Overview of Online Fundraising

3. Donor Loyalty & Engagement

4. Storytelling

5. Specific Strategies **1. Website Fundamentals

** Many more to come!

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Text Heavy Slides… oh no!

I promise I do not just read the slides• Boring!

Why text heavy slides• You don’t have to take notes – the info is there for you later• You can focus on the “ah-ha” moments• They will still make sense 6 months from now

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What you talkin’ about Willis?

HTML, CSS, jQuery

ROI, API, SEO

wysiwyg

Open-Source

Blah, Blah, Blah

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Best Practices =

what works for your org.

It’s like a buffet

Focus on high ROI activities

(Don’t fill up on bread)

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2. Overview of “Online Fundraising”

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Online vs. Offline

But…. Isn’t “relationship fundraising” more effective?

Yes it is!

Online is still all about relationships• We use technology to leverage our

time and effort• Still building strong relationships and

engagement• Much easier then taking all donors out

to coffee

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What is Online Fundraising?

Online Fundraising is NOT a Donate Button

We see Online Fundraising as: a coordinated, multi-faceted process of soliciting donations using online tools, including but not limited to websites, email, Search Engine Optimization (SEO), video, social media, etc.

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Why Online Fundraising?

• Online giving is the fastest growing channel– Growing fastest for small organizations

• Double digit growth year over year since 2009 (13-75%)

• 87% of orgs had at least one online gift of $1,000+

• 65% said they will make an online gift this year– Young donors (86%), 35 – 64 (68%), Over 65 (53%)

• Direct mail donors – 29% made their gift online

www.cygresearch.com www.onlinegivingstudy.orgwww.millennialdonors.com blackbaud.com/onlinemarketingstudy

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You Need a Strong Foundation

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Maslow’s Hierarchy of Needs

http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs

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Online Hierarchy of Needs

Need a strongFoundation

*E.T. = Emerging Technologies

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3. Donor Loyalty &

Engagement

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What is Donor Loyalty?

Definition:

• “the ongoing process of engaging with your donors so that they contribute with donations and time to your organization over the long term”.

Also called – donor retention, donor engagement, donor cultivation

Key is to think about the “lifetime value” of your donors• And then build relationships with those donors

• Maximizing lifetime value is something you do FOR donors

• Increase “use”

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“The First gift from a donor is not money: It’s attention” - Tom Ahern

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Why Focus onDonor Loyalty

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Why Donor Loyalty?

Easy way to stand out from the crowd

Vital for long-term health of your organization• 10% improvement in attrition can create a

200% increase in projected value (Sargeant and Shang – Growing Philanthropy in the United States – 2011)

Real life example – NJ Institute of Technology• Lifetime value is not always obvious

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Donor Engagement

The Path to Donor Loyalty

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What are engaged donors?

Engaged Donors are those who are taking ACTIONS• Donate, Attend Events, Volunteer, Recruit New Donors

• More cost-effective to renew a donor than find a new donor

• Engaged donors do more• More frequent donations, larger donations

• Take more actions

• Tell more people about your organization

• Engage friends and family

• AND they become Loyal Donors

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Why Donor Engagement

The key to ALL fundraising

Donor Engagement

Donor Loyalty

More Donations

This will be the basis for everything you do online.

Every strategy or tactic should focus on one of those two things

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Link to study - NonprofitRD.com/BGCA-SLC

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How donors feel most engaged?

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Generational Differences

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Millennial Engagement

Millennial Impact Report

They are really looking for engagement

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A Few Ideas to Increase Engagement

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Mind the Gap

• The “Engagement Gap”• The gap between a first time donor and an “engaged donor”

• What do you do with your first time donors?

• Need a graduated offering of actions• Multiple ways for them to get involved

• Start simple (forward this email)

• Move on to more involved actions (volunteer)

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Thank you NOTES & CALLSWant to stand out from the crowd?

• 21% say they were never thanked

• Thank them multiple times throughout the year

• Thanks and show impact

• “Next Level” Thank You’s» Phone calls, hand written notes, cards from the kids

Again, it’s what they WANT

Better “engagement” than even live events

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Give them what they want

Best way to do this?

Stories!

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4. The Power of Storytelling

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Why Stories?

Stories show your passion• Get a nonprofit person talking about successes – Passion

• Ask them to write an email – Boring

• Always write your own content/stories

Stories are memorable• We are “hard wired” to respond to stories

• 10 facts / 1 story – people remember the story

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danariely.com

Why Stories?

Stories create an emotional connection• Emotion >> Rationality

• Buy based on emotion / Rationalize it later with facts

• Stories about individuals are best

Example:

http://www.austinfoodbank.org/hunger-is-unacceptable/http://www.austinfoodbank.org/hunger-is-unacceptable/

14,000 blah, blahs12,456 blahblah sEtc. etc. etc.

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Why Stories?

What donors want to hear about:• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)

Community Philanthropy 2.0 survey

Stories make them feel more “engaged” (ranked #3)(Abila Donor Engagement Study)

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Stories can show the “Why”

A Reason Why• Xerox study, Langer, Blank, and Chanowitz (1972)

• Cut in line to make copies

• 60% ---> 93% using only “because”

• A good reason was about the same

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Why inspires ACTION

Simon Sinek – Why is compelling and gets action• MLK – “I have a dream” not “I have a plan”• Apple – “Think Different”

• We challenge status quo.. We just happen to make great

computers…wanna buy one?

Simon Sinek: How great leaders inspire action (TED Talk)

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How to Tell Your Story

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10 Laws of Storytelling

My future bestseller!• Maybe not

The Ten Immutable Laws of Storytelling,by Andy Goodman

http://www.thegoodmancenter.com/wp-content/uploads/2013/07/free_range_2007_06.pdf

My summary of the 10 laws included in downloads:NonprofitRD.com/BGCA-SLC

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Craft better stories

Highlight the visual AND emotional content• Focus on images that create emotion• Watch TV commercials for clues• Remember, emotion first >> then rationality

Individual stories are more powerful• Always relate back to the individual• Eg./ Malaria

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Craft better stories

Stories don’t tell – They Show• Paint a vivid picture• Share all 5 senses• Use photos and video.. Of course.

Stories should be fixed in time and space• Gives audience their bearings so they can paint the picture• Today, last week, 5 years ago -- Austin, New York, California?• Allows us to engages the “emotional” brain

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Craft better stories

Audiences bore easily• Hook them early, keep their attention

Use the Cliffhanger• Start stories but don’t finish them now

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Use them everywhere…

Website

Email

Social Media

Video

Events

Across all channels

• Use the same stories

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Campaign for Equal Justice

cej-oregon.org

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Impact and Success Stories

bgckenosha.org/ - Kenosha, WI

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** Action-Based Learning **

Activity / Worksheet

Create a Story

Highlight the visual

AND emotional

content

Individual stories are

more powerful

Audiences bore easily

Fixed in time and

place

Stories don’t tell –

THEY SHOW

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5.Specific Strategies

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Website Fundamentals

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Direct Response Website

We’re not talking “brochure websites”

• 5-10 pages, static, boring, does not lead to action

Direct response website –key is to get “action”

• signup, donate, call, register, etc.

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(A Few) Website Fundamentals

• Most Wanted Response• Prominent Donate Button• Capture Email• Images and Video

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Most Wanted Response (MWR)

What do you want folks to do when they reach your site?• Who visits your site

• What are they looking for

• What do you need them to do

Too many choices = No action (Jam Study)• V2 – samples but no purchase

Make those actions easy to find• Above the fold

• Big buttons or easy to find pathways

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Most Wanted Response (MWR)

www.bestieswithtesties.org

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Most Wanted Response (MWR)

http://www.bgcmd.org/

Metro Denver

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Prominent Donate Button

Could be your MWR

Big, bold and easy to see• Don’t make supporters work for it

On Homepage and EVERY page• Every click loses conversions

• Where’s the checkout?

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Prominent Donate Button

http://www.bgclub.org - Silicon Valley

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Capture Email

#1 way to raise money and engage your audience online…still

– Email >> Landing Page

Opt-in box– Incentive to sign up

– What’s in it for them?

Easiest way to connect and follow-up– 7 touches – marketing principle

– Follow up is the key to donor loyalty

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Capture Email

bgcclifton.org – Clifton, NJ

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Images and Video

Best way to tell a story

Most likely to be shared– 5-10x more shared over text

50x easier to get page 1 ranking with video– Forrester Research

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Images and Video

cej-oregon.org

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Images and Video

Bgcb.org - Boston

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** Action-Based Learning **

• Who visits your site?

• What are they looking for?

• What do you want them to do?

What are your top 3 MWR’s?

What is your Most Wanted Response?

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What’s Next?

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Top 3 Takeaways

It’s all about Engagement

Use stories in everything you do

Test and take action

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Online Fundraising Masterclass

Keep an eye on your email for more news

Tell me what topics you want/need.

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“If failure is not an option, then neither is success.” - Seth Godin

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Downloads available atNonprofitRD.com/BGCA-SLC

Rich Dietzrich@nonprofitrd.com

@RichDietz

linkedin.com/in/richdietz