How to be More Relevant in Donors Lives

04/11/2023 Footer 1

TALK TO THE ANGEL,NOT THE BOOKKEEPERHOW TO BE MORE RELEVANT IN YOUR DONORS’ LIVESPractical ways to connect with supporters, activate donors, and raise money online.

www.bit.ly/npEXPERTS

#npEXPERTS | @franswaa

http://www.bit.ly/npEXPERTS



04/11/2023 Kivi Leroux Miller | #npEXPERTS 2

NPEXPERTS > DOWNLOAD THE FREE EBOOK

Connect with supporters, activate donors, and raise money online.

Nonprofit experts share their extensive knowledge and expertise in:

- Online marketing and fundraising- Email communication- Social media- Mobile engagement

Download the npEXPERTS eBook and register for free webinars at

www.blackbaud.com/npEXPERTS

http://www.blackbaud.com/npEXPERTS


TODAY’S NPEXPERT

Kivi Leroux MillerNonprofitMarketingGuide.com

@kivilm


HOW WOULD YOU DESCRIBE YOUR MESSAGING RIGHT NOW?


We get media messages a day.

We pay attention to about

We positively remember about

The rest?

So WHAT?WHO Cares?

3,000

52.

4.


57% support nonprofits because the cause is “important to me or someone I know.”

Source: Georgetown University and Ogilvy PR


50% get involved because “it is something that has impacted me or someone I know.”

WHY GET INVOLVED

Source: Georgetown University and Ogilvy PR


38% get involved because “I feel like I can make a difference.”

http://www.flickr.com/photos/edenpictures/5134959531 Source: Georgetown University and Ogilvy PR


IT’S NOT ABOUT YOU.

It’s about them!


•Kind•Caring•Compassionate•Helpful

•Friendly•Fair•Hard-working•Generous•Honest

HOW AMERICAN DONORS DEFINE A MORAL PERSON

Based on research byphilanthropic psychologist

Jen Shang


• I am a committed• I feel a sense of loyalty• ____ is my favorite charitable

organization.

HOW THEY FEEL PREDICTS BEHAVIOR

Based on research by


Half of donors give 2/3rds of their annual donations to a single favorite charity.

THE FAVORITE CHARITIES GET MORE

04/11/2023 Kivi Leroux Miller | #npEXPERTS 14http://www.flickr.com/photos/stevendepolo/4137096855

The real question:How can

you become

their favorite cause?


The Inner Bookkeeperand the

Inner Angel


There’s some bookkeeperin all of us.


But we are mostly Angel.

The Angel ALWAYS wins.


Angels want to feel appreciated.

http://www.flickr.com/photos/ganatlguard/8289339879


Angels want to feel included.


Angels want to feel in the know.

04/11/2023 Kivi Leroux Miller | #npEXPERTS 21http://www.flickr.com/photos/shimelle/478989869/

Show your love for your donors’ inner angels by being relevant in their lives.


Follow the Six Rs ofRelevant Messaging

Download as a PDF:

npmg.us/6R


It’s Rewarding

The benefits of following through on the calls to action are clear.

04/11/2023 Kivi Leroux Miller | #npEXPERTS 24Thank you, Tom Ahern, for the example.

Ten fold increase from one edition of the newsletter to the next, simply by switching from corporate storytelling to donor-centered storytelling. “Spine care” raised $5,000. “Zawadi” raised $50,000.

REWARDING MESSAGES:Make donors feel awesome!


REWARDING MESSAGES:Make donors feel like they are part of it.


REWARDING MESSAGES:Let donors express themselves.


It’s Realistic

The barriers to following through on the call to action are addressed.


REALISTIC MESSAGES:Acknowledge and address their fears head on.


REALISTIC MESSAGES:Make it super easy to follow through.


It’s Real Time

It makes sense given the context and what else is happening right now.


REAL-TIME MESSAGES:Connect to what they are already hearingabout.


REAL-TIME MESSAGES:Acknowledge what else is happening in their lives.


REAL-TIME MESSAGES:Don’t wait for an annual report to show progress.


It’s Responsive

They can tell we are listening and taking what we hear into account.


RESPONSIVE MESSAGES:Show that your org is full of helpful humans.


HSUS Goal for Responsiveness: 2 hours on Facebook; 30 minutes on Twitter


It’s Revealing

We are sharing or showing something new and interesting.

04/11/2023 Kivi Leroux Miller | #npEXPERTS 38Read the story of this post here: http://www.bethkanter.org/pigs-hsus/

REVEALING MESSAGES:Bring new info or perspectives to light.


REVEALING MESSAGES:Share the back stage story.


REVEALING MESSAGES:Share what happened AFTER the fundraiser.


It’s Refreshing

The style and tone are authentic and maybe a little surprising.


REFRESHING MESSAGES:Have some fun!


REFRESHING MESSAGES:Can make you look twice.


REFRESHING MESSAGES:Express an opinion!

flickr.com/photos/randysonofrobert/393165345


Favorite nonprofits win.

To become their favorite, speak to the inner angel and be more relevant.


What Have You Learned Today?

What Questions Do You Have?


Download the First Chapter

Free Right Now

ContentMarketingforNonprofits.com

Fb.com/contentmarketingfornonprofits

#cm4np


Kivi Leroux Miller@kivilm

Fb.com/nonprofitmarketingguideFb.com/[email protected]


NPEXPERTS > DOWNLOAD THE FREE EBOOK

Connect with supporters, activate donors, and raise money online.

Nonprofit experts share their extensive knowledge and expertise in:

- Online marketing and fundraising- Email communication- Social media- Mobile engagement

Download the npEXPERTS eBook and register for free webinars at




Luminate™ Online helps you understand your online supporters and improve online fundraising performance. You'll have everything you need to acquire more constituents, build online fundraising campaigns and nurture sustainable donor relationships.

http://bit.ly/LuminateOnline





How to be More Relevant in Donors Lives

Technology

Transcript of How to be More Relevant in Donors Lives