Reinventing the Ask

Josh Hirsch, MS & Dave Tinker, CFRE@joshhirsch1 @davethecfre

What We’ll Go Over

• Communication tools and platformsemail, photo & typography

• Benchmarks• Communication planning• Sample plans and measurement

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Social Media Warm-Up

Who uses the most social media tools for their organization?

Who has a social media policy?

Share a campaign?

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Attention Span

9-seconds8-seconds

Email Marketing

“Out of Office” message - Don’t be boring

Thanks for your message. I’m on vaction until January 5th. Please contact Larry in my absensce. 

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Email Marketing

Be creative. Be engaging.

I will be presenting two workshops at the AFP Arizona statewide conference in Prescott, AZ from July 22nd - 26th: Reinventing the Ask and Social Media Strategies for Maximum Special Event Success. Use the hashtag #AFPAZ15 to follow along with the conversation.    

Phone and Internet service may be limited; all messages will be returned on July 27th.   6

Mail Chimp

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Photo Creation Tools

Pixlr Express

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Photo Creation Tools

Pixlr Editor

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Photo Creation Tools

Adobe Photoshop Express

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Photo Creation Tools

Canva

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Typography Creation Tools

BeFunky

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Typography Creation Tools

Font Candy

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M+R & NTEN’s 2015 Nonprofit Benchmarks Study

• Online revenue increased by 13% from 2013 to 2014

• 32% increase in monthly giving and 16.6% increase in web traffic.

• The average online one-time gift was $104 and average monthly gifts were $23

• For every 1,000 web visitors, participants raised $610

— that’s 61 cents per visitor, down 12% from the year before.

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M+R & NTEN’s 2015 Nonprofit Benchmarks Study

• $40 raised and 29 actions for every 1,000 fundraising and advocacy messages you send.

• Audiences on social media are growing faster than email — but email still reaches a lot more supporters.

For every 1,000 email subscribers, participants had 285 Facebook fans & 112 Twitter followers

• About 75% of nonprofits are investing in paid marketing online, including paid search, retargeting, and text and display ads

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Ratios

In groups of 3 or 4 share the number of people on your organization’s email list and the number of people following you on each of the social media platforms you use.

Compare and contrast.

Report back.16

“Plans are nothing. Planning is everything”

- Dwight Eisenhower

17img source: wikimiedia.com

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PlansDevelopment

Plan

Strategic

PlanCommunication

Plan

Communications Plan Contents

1. Strategy Overview2. Platforms3. Messaging4. Keydates and timelines5. Campaigns (events, FR, membership)6. Define Success

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Communications Plan

3 Key Benefits

1. Roadmap2. Consistent message3. Measure success

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Strategy Overview

• Objectives• Target Audiences• Positioning Statement• Desired Action• Timing• Relate back

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Platforms

• Blog posts and news articles• Email marketing• Social Media• Advertising• Other Tools

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Article Topics

• Article TopicsIdentify topics, A/B Test multiple topics, titles, subjects

• Daily/Weekly Messaging

• Key Dates

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Campaigns

• Event Campaign

• Membership Drive

• Fundraising

• Advocacy

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Activity Plan Project Model

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Timing

● Automation● Engage● Report

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Video Tools

• YouTube• Instagram• Vine• Snapchat• Meerkat• Periscope

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Messaging Tools

• Blog – Wordpress• Microblogs – Twitter or Tumblr• Email – Mail Chimp or Emma• Texting – SMS, MMS• Social Platforms – Facebook or LinkedIn

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Messaging

• What is it you’re saying?

• Specific audience? Segment

• Consistent with other materials?

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Your Mission in 140 Characters

Create a tweet to promote an event for your organization that fits into your current communications and fundraising plans.

Report back your experience

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Related to other parts

How does your message fit into the other communications?

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Results

What is success?How is it measured?Simple chart

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Jan Feb Mar

Engagement

Likes

Share

Group Plan Exercize

• In groups of 3 or 4 discuss an upcoming appeal you are planning

• Will it fit into your communications, development and or strategic plans?

• Will the message mirror other parts of your nonprofit’s communications?

• Come up with action steps to add electronic communications to it.

• Report back.

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Editorial Calendar

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What We Went Over

• Communication tools and platformsemail, photo & typography

• Benchmarks• Communication planning• Sample plans and measurement

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Questions?

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Thank you!

Josh Hirsch, MSjosh@educationfoundationpdc.org @joshhirsch1

Dave Tinker, CFREdtinker@achieva.info@davethecfre

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