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Let’s Stay Together: Relationships that Strengthen

Communications and Development

Paula Eichenbrenner American Society for Nutrition

Dayna Hochstein Spectrum Science Communications

#AtTheBridge

Introductions • Paula: at professional society for nutrition

scientists, relatively new developmentplatforms

• Dayna: at PR firm focused on health and lifesciences communications

• Session attendees: primary functions

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Relationships • Associations & non-profits are relationship-

based entities• Organization / donor relationship• Are you trying to achieve successful, mutually

beneficial long-term relationships with yourdonors?

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Cliché #1

4 dailypicksandflicks.com

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Cliché #1: Love at First Sight

Takeaway #1: First Impressions are Everything …

Follow-Ups are Also Everything 5

Takeaway #1 First Impressions are Everything …

Follow-Ups are Also Everything

• A “love at first sight” donor story• First impression tactics inc. SEO, AdWords• Ongoing branding tactics inc. regularly issued

communications• Track sources, hone marketing accordingly

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Takeaway #1 First Impressions are

Everything … Follow-Ups are Also

Everything

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Cliché #2

8 searchquotes.com (Maroon 5)

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Cliché #2: Compromise is the Secret to a Happy

Relationship

Takeaway #2: Be Flexible, but Honest about What Your

Organization Can Deliver 9

Takeaway #2 Be Flexible, but Honest about

What Your Organization Can Deliver

• Case studies• Meeting mutual goals = how donors are

motivated to renew• Renewal / upgrade tactics

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Cliché #3

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Cliché #3: Never Go to Bed Angry

Takeaway #3: Stay Awake and Plot Your Messaging

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Cliché #3 • Navigating difficult conversations with angry

donors or clients

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Don’t  let  it  build,  but  choose  the  right  moment  

Listen,  listen,  listen  

It’s  not  about  being  right  

CARE!  

Know  when  to  raise  the  white  flag  

Pick  your  baKles  

Cliché #4

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Cliché #4: Keep the Romance Alive

Takeaway #4: Sometimes, Skip the Direct Ask

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Takeaway #4 Sometimes, Skip the Direct Ask

• Value of special events• Thank you tactics

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Takeaway #4 Sometimes, Skip the Direct Ask

• Recognize anniversaries

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Cliché #5

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Cliché #5: It’s Called a Break-Up Because It’s Broken

Takeaway #5: Campaigns (or Tactics) are not

Guaranteed to Work 19

Takeaway #5 Campaigns (or Tactics) are not

Guaranteed to Work • Trial and error• Varying your messaging• Use metrics:– What are your org’s KPIs?– How do they differ by campaign, or by membership

category?20

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Questions & Answers

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Conclusion Best Case Scenario

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hKp://www.youtube.com/watch?v=Of73UiXUvjA  

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Thank You! Paula Eichenbrenner

peichenbrenner@nutrition.org Dayna Hochstein

dhochstein@spectrumscience.com

Don’t forget to visit the Solutions Showcase!

Learn more to enhance your donor and member relationships

#AtTheBridge