THE DONOR JOURNEY - Trisummit Solutions€¦ · The Welcome Series Online Video Mobile Marketing 6...
Transcript of THE DONOR JOURNEY - Trisummit Solutions€¦ · The Welcome Series Online Video Mobile Marketing 6...
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THE DONOR JOURNEY3 STRATEGIES FOR SUCCESS
Rich DietzTriSummit Solutions
@RichDietz
Linkedin.com/in/RichDietz3
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SAVE THE DATE!
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Save the Date:
UNA's Annual Conference
September 14, 2017 at the Davis Conference
Center.
"The Ripple Effect: Creating a Culture of Impact"
Keynote speaker, Vu Le (author of the blog nonprofitwithballs.com)
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QUICK POLL
Who heard me speak at the
UNA Conference?
Breakout session?
Yes / Both / No3
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HELLO. MY NAME IS RICH
Rich Dietz
Rich 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.
@RichDietz
Linkedin.com/in/RichDietz
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HAPPY WOMAN’S DAY
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AGENDA
Quick Recap from UNA Conference
The Welcome Series
Online Video
Mobile Marketing
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Q & A
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The Donor Journey Online Course
(Free for UNA members and attendees)
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QUICK RECAP FROM THE CONFERENCE
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This is going to be fast… hold on to your hats
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Now… close your eyes.
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Why? All the same… ho-hum experiences.
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This leads to poor results and low donor loyalty
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Small changes lead to big improvements – Donor Loyalty
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Engagement
+
Amazing Experiences(at every stage of the journey)
= Donor Loyalty
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The Donor Journey
Taking the time to truly walk in your donor’s shoes
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The Donor Journey(Online)
A framework to think through each touchpoint
Content /
Communication WebsiteDonation
Form Thank You Follow Up
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THE REST OF THE TALKDuring the rest of the keynote and the breakout we did a crash course in
many strategies to pick from:
• Impactful thanks
• Storytelling
• Showing impact
• Reducing friction (forms)
• Most Wanted Response
(MWR)
• The welcome series
• Online video
• Amazing content
• And more…
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3 STRATEGIES WITH GREAT ROI
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A few of my favorites
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THE WELCOME
SERIES
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THE BIG QUESTION:
HOW LONG DOES A SUBSCRIBER / DONOR
HAVE TO WAIT UNTIL YOU ENGAGE?
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“The First gift from a
donor is not money:
It’s attention”
- Tom Ahern
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Show IMPACT FirstEg./ Investment Banker
“Donors define
‘oversolicitation’ as
being asked to give
again before learning
their first gift had an
impact”
- Penelope BurkeCygnus Research
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The Welcome Series
A series of emails automatically trigged by an event (signup, donate, etc.).
4Xmore OPENS
5Xmore
CLICKS
Experian Research
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QUICK POLL
Who currently has a
“Welcome Series” for donors?
Yes / No / I wish
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BUILD THE RELATIONSHIP
The Welcome Series can
help do this
The 7 Touches
Monthly Newsletter vs.
Welcome Series
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REMEMBER DONOR LOYALTY
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60% donor attrition rate
Many reasons for donor attrition
Organization did not keep in touch
Organization did not let them know how funds were used
Donor did not feel connected to the org
The Welcome Series is great at addressing those!
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HOW TO CREATE YOUR WELCOME SERIES
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MANY TYPES OF WELCOME SERIES
New subscriber
Event registration/attendees
Volunteers
Program interest
New parents
Recurring donor
And..
The Donor / Thank You / Impact - Series
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AVOID THESE TRAPS
Don’t ask for money too soon (oversolicitation)
Don’t bore them to death
Don’t send them regular emails (yet)
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QUICK TIPS
Sounds hard.. But it’s “leveraged time”
Sign up for other org’s lists
Get ideas, what works.. But don’t copy
Automation is the key
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EXAMPLE - MAILCHIMP
* “Automations” are only in the paid version of MailChimp
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EXAMPLE - ACTIVECAMPAIGN
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QUICK TIPS
Be real, conversational, passionate
Make them feel part of the community
Tell Stories! Lots of Stories!
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QUICK TIPS
Use photos and video (more engaging)
Ask for small favors (engagement)
Multiple emails in the series
4-5 minimum, add more as you can
Test, test, test
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TIMING OF WELCOME EMAILS
Avg. seems to be 1 email x week
More early seems to work well
Day 1, 3, 5 and then 1 per week
Test, Test, Test
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DON’T FEAR THE UNSUBSCRIBE
Probably not going to be supporter
Case study -
High vs. low frequency emails
23% more money
31% fewer unsubscribes
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WELCOME SERIESCONTENT
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(Ideas to try… remember to test!)
The online course will go into these much more in depth
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MANDATORY EMAILS
Welcome / Thank You / What to Expect
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MANDATORY EMAILS
Tour / Where to Start
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MANDATORY EMAILS
Impact / The Why
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MANDATORY EMAILS
Success Stories
(Sprinkle these throughout the series)
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MANDATORY EMAILS
Thank you,
Thank you,
Thanks again.
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OTHER EMAILS TO TEST
Staff Spotlight
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OTHER EMAILS TO TEST
Encourage
Engagement
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OTHER EMAILS TO TEST
Donor Survey
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OTHER EMAILS TO TEST
Highlight Different
Programs
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OTHER EMAILS TO TEST
Hope and
Dreams
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OTHER EMAILS TO TEST
Others?
Use your imagination
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ONLINE VIDEO
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WHY ONLINE VIDEO
More affordable and easier than ever
More effective / Engaging
Social media all about video
BEST way to tell your story
Visual Storytelling
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VISUAL STORYTELLING
The power of stories
Easier to process and understand
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CONTENT IN CONTEXT
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CREATING AND USING VIDEO
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KISS – KEEP IT SIMPLE STUPID
Don’t buy expensive equipment
Keep it short – under 2 min.
Keep it focused – one main point
Call to Action (CTA)
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CREATING AN EFFECTIVE VIDEO
Planning
Production
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CREATING AN EFFECTIVE VIDEO
Editing
Hosting
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HOW TO GET BETTER AT VIDEO
Do more video!
Only way to improve
Watch others and imitate
Learn more online
wistia.com/library
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VIDEO PROJECT IDEAS
Success stories
Interviews – Staff, clients, State
Rep
Video Tour of Office
Staff highlights
Seminars / trainings
How to / Tips
Video Annual Reports
Holiday messages
Sky’s the limit
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EXAMPLE VIDEO PROJECT
Project: Staff Story
1. Talk to staff about their favorite stories
2. Refine story using “Laws of Storytelling”
3. Capture story on video (your phone)
4. Publish on YouTube
5. Share via social media
6. Engage your Social Media Army
7. Measure your analytics
8. Adjust/tweak and do it again
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NOW USE THEM EVERYWHERE
Incorporate into current marketing
Blog, twitter, facebook
Search Engine Optimization (SEO)
Email marketing
Video donation page
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VIDEO EXAMPLES
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EXAMPLE
Rosebudbgc.org – Rosebud Reservation
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EXAMPLE
https://www.youtube.com/watch?v=3O05nyS6hwQ
Unexpected
but powerful
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EXAMPLE
The Interview:
You can get these anywhere,
anytime – just need a phone.
Interview with State
Representative
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MOBILEMARKETING
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WHAT IS MOBILE MARKETING
Wikipedia Marketing on or with a mobile device
Mobile Marketing Assoc. “a set of practices that enables
organizations to communicate and
engage with their audience in an
interactive and relevant manner through
any mobile device or network.”
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WHY MOBILE
90% of US population has mobile
67% have use smart phone everyday
for last 7 days
83% don’t leave home without
Now more mobile traffic than desktop
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WHY MOBILE MARKETING
“Mobilegeddon”
Removing sites from mobile
search
Different results for mobile
Google seems to prefer
“Mobile Responsive Design”
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TYPES OF MOBILE MARKETING
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TYPES OF MOBILE MARKETING
Mobile website
Mobile email
Mobile giving
Text / SMS messaging
QR codes
Smart phone apps
Mobile advertising
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WHERE TO START?
Our suggested order
Beginner / Intermediate
Mobile email
Mobile website
Mobile donation form
Advanced (maybe not necessary)
QR codes
SMS / Text
Text2Give
Mobile Apps
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MOBILE FRIENDLY WEBSITE
Need your site to look good
and usable on mobile
Probably time to update
anyways.. Right?
“Mobile Responsive”
Tipping point – More mobile than desktop now
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MOBILE FRIENDLY WEBSITE
May need help with this one
Options...
DIY
Online builder
Upgrade to a CMS
(WordPress)
How do get your website mobile responsive?
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MOBILE EMAIL
Use a mobile friendly template
The stats
82% check and send email on mobile
61% close or delete if not mobile friendly
Very easy if choose the right template
Really goes hand in hand with the website
Don’t do one without the other
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MOBILE DONATION FORM
Simply making it easy to
donate via mobile
Responsive donation pages get 34%
more gifts
When choosing a donation provider ask
about mobile
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WRAP UP
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AUDIT RULES• Ask them to complete
actions, then…
• Watch and listen
• NO interference
Donor Journey AuditGet honest feedback
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HOMEWORK
Audit your Donor Journey (mobile too)
Pick 1 idea or strategy to test
Take Action!
Track results
Rinse and repeat
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The Donor Journey Online Course
(Free for UNA members and attendees)
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More help is on the way…
It’s why we created TriSummit Solutions
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Q&ASlides will be
emailed to you tomorrow
Take Action!
@RichDietz
Linkedin.com/in/RichDietz
Rich [email protected]
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Keep an eye on your inbox for
some great stuff coming…
Interested in WordPress?
Join me tomorrow:buff.ly/2mjcd3K Thank you, UNA!