1.Engaging New And Casual Donors

2. Jenn Smith VP Digital Agency jsmith@teamheller.com For 17 years Heller Consulting has focused exclusively on building technical and strategic solutions for nonprofits to connect their systems, team, and community. TeamHeller.com Mike Spear Director of Business Development Mike@stayclassy.org We help leaders of Nonprofit organizations build successful online fundraising programs & increase their overall impact. StayClassy.org 3. Who are we talking about when we mention New and Casual donors? 4. Theyve donated, but thats pretty much all we know. 5. Known information: Name Sex Address Campaign Program Behavioral tracking 6. But who are they really? 7. First,ali*lebackground 90%of first-time donors give for emotional reasons. 8. First,ali*lebackground 70%Will not give again the following year. 9. Why is this? The vast majority of donor attrition can be traced to lack of effective communication is easily preventable. 10. Increasing donor retention by just 10% can double the lifetime value of your donor base. Adrian Sargeant Professor of Fundraising Indiana University 11. Donor retentions compounding effect: 12. A few things to consider 13. Consideration #1 All Donors are NOT Created Equal 14. Consideration #1 All Donors are NOT Created Equal 15. Consideration #1 All Donors are NOT Created Equal 16. Consideration #1 All Donors are NOT Created Equal 17. Consideration #1 All Donors are NOT Created Equal 18. Consideration #1 All Donors are NOT Created Equal 19. Every donor you acquire is an opportunity to create a major donor and lifelong evangelist. Casual Donor Engaged Donor Recurring Donor Fundraiser Lifelong Fundraising & Major Gifts 20. Todays Focus: Engage NEW donors and maximize their value over time. Casual Donor Engaged Donor Recurring Donor Fundraiser Lifelong Fundraising & Major Gifts 21. Consideration #2 Fundraising is about Building Relationships (So dont be afraid to make it personal) 22. Relationships are about trust, connection, and pursuit of a common purpose. 23. Its easy when you have a lot in common 24. But what about when youre not sure what you have in common? 25. What about when youre physically far away from each other? 26. The Team Rubicon Story 27. Appreciation is Viral 28. Consideration #3 Treat your donors like customers. 29. Your donors are not just throwing money away. Theyre buying something. 30. Donor ROI: Positivity Impact Social proof ??? 31. Find what they want most for themselves Try and help them achieve it through your organization. 32. Remember: It is 5-10x more expensive to find a new customer than keep an old one. 33. Consideration #4 Embrace serendipity. 34. Mike Sells his Snowballs 35. Mike Sells his Snowballs 36. Consideration #5 Find your WOW. 37. Wow: /wou/ 1. Exclamation: Expressing of astonishment, wonder, pleasure, or admiration 2. Noun: A Sensational success 3. Verb: To impress or excite someone greatly. To Thrill. 38. The fact is: We remember things in our lives that are out of the ordinary. 39. Be remarkable. 40. MailChimp: Solve for customer delight. 41. When return on investment is measured by delight instead of sales or conversions, theres a lot more freedom to be creative, to be bold, or maybe even to be creative and bold. It was liberating 42. Zappos! Powered by Service 43. Zappos! Core Values: 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and A Little Weirdness 4. Be Adventurous, Creative, and Open Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships with Communication 7. Build a Positive Team and Family Spirit 8. Do More with Less 9. Be Passionate and Determined 10.Be Humble 44. KNaan & Coca Cola 45. KNaan & Coca Cola 46. The Mama Hope Example 47. In summary 48. Nothing happens in a vacuum Take stock of where you are and what youve learned, and use it to make your next appeal that much more effective. 49. The only way to win is to learn faster than anyone else. - Eric Ries 50. Learn BuildGrow 51. Create Synergy Use more than one tactic on each persona type. Just take a targeted approach like Knaan. 52. Avoid Burnout People want variety. Give it to them. 53. Empower People want to do good. Help them do so through your organization. Youre not just making an ask, youre creating an opportunity for them to achieve what they want for themselves. 54. Include & Unite People are giving in good faith. Be transparent, and make them feel in partnership with your organization and other community members. 55. And finally Dont forget to have a little fun. J 56. Ideas into Action Jenn Smith VP Digital Agency Heller Consulting 57. How can you better engage with your supporters? 58. Isolated Approach SiloedSystems Samecons7tuents indierentsystems Miscommunica7on, missedopportunity, poorrela7onships 59. A better approach Stepbackfromdata andsystems PutyourCons7tuents atthecenter Howdowewanttorelateto our cons7tuentsandsta? Howdowewantthem torelatetous? Howcanwedo moretogether? 60. The ideal approach Interactions and initiatives are guided by an overall strategy Systems are aligned, one record per constituent Each effort within the strategy is related to and influenced by the other parts Online Engagement Donor Mission 61. Now that you have all that figured out How do you engage with your new (peer-to-peer) donors year-round? 62. Lets start with Post-event Thisisyoursta. Theseareyourdonors. 63. 3 Strategies and Tactics Acalendar!Toosimple?Hardlydone. Spreadengagementresourcesacrossmul7ple channels Iden7fykeyaudiences,mappathways 64. Your calendar Ignore your restraints (for a moment). Write out each way you would like to engage with your new donors each month (or quarter). Think about what gifts you can offer, and what youll need to ask them to do. You own the calendar, that calendar doesnt own you. 65. Iden%fykeyaudiences,mappathways 66. Spreadengagementacrossmul%plechannels You are one organization. Does your left hand know what your right hand is doing? Use your CRM to track how you are engaging across multiple channels. Remember these are two-way conversations. 67. More Info: TheConnectedCause.com The Connected Cause has several whitepapers available that cover the topics of CRM and Software Solutions written by Heller Consulting and Idealware.org Heller Consulting Integrated Suites For Nonprofits Heller Consulting The New World of Donor Management Apps for Nonprofits Heller Consulting Insights into CRM for Nonprofits Idealware.org A Consumers Guide to Donor Management Systems 68. Thank You!!! Contact our team: sales@stayclassy.org (619) 961-1892 Create a free trial: www.stayclassy.org/ signup Contact Jenn Smith jsmith@teamheller.com (510) 841-4222 Visit Us Online www.TeamHeller.com