How to Turn Your GivingTuesday Donors into Loyal Followers

How to Turn Your GivingTuesday

Donors into Loyal Supporters

and Followers

Cindy Younan Charity Marketing Manager at CanadaHelps

[email protected]

GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.

A Charity Helping Charities

We connect donors to all Canadian registered charities

through our popular online portal for giving, fundraising and

donor engagement .

We democratize access to technology giving small and

medium-sized charities affordable online fundraising tools and

high-quality free education on how best to use them.

We work with almost 16,000 charities and have facilitated

online donations for nearly a million Canadians.

Trusted for 14 years. Since 2000, we’ve been serving

charities and building technology capacity in the charitable

sector.


Join Canada’s 2nd GivingTuesday this December 2, 2014.

A National Day when Canadians, charities and

businesses come together to celebrate giving.

• A day for the soul the Tuesday right after two massive

days of commerce: Black Friday and Cyber Monday.

• Over 1,300 partners joined the movement!

• Mass media coverage: over 42M media impressions

• 169% increase in donations through CanadaHelps:

225% increase for participating charities!

Join Canada’s 2nd GivingTuesday

this December 2, 2014.


Kick-off a GivingTuesday fundraising

campaign.


Or consider a volunteer and donor

appreciation campaign.


It’s the perfect time to prime your

donors for the holidays and cultivate

relationships.


No matter what you decide to do,

make sure that you’re participating

this GivingTuesday and that you’re

maintaining your share of voice.

Agenda

• The key drivers of donor loyalty

• What to communicate to your donors

• How to communicate with your donors

• How do you know if it’s working?


Common Concerns

• I don’t want to overwhelm my supporters by asking for donations on

GivingTuesday.

• I don’t have an outreach budget to spend on acquiring new donors

this GivingTuesday.

• I don’t have enough resources to maintain a relationship with each

individual donor.


Why turn GivingTuesday

donors into followers?

• It costs less to retain an existing donor than

it does to attract a new one.

• In 2012, every $100 gained was offset by

$96 in losses through gift attrition.

• Every 100 donors gained was offset by 105

lost donors through attrition.

Source: The Association of Fundraising Professionals, The Effectiveness

Project 2013


Why Donors Stop their Support

The following items make up more than 50% of the

reasons why donors leave:

• Poor service or communication

• Were never thanked for donating

• Had no memory of supporting

• Were not provided with information on how donations were

used

• Felt that the charity did not need them or their gift


Satisfaction

Key Drivers of Donor Loyalty

Donor

Commitment

Trust

How satisfied are donors

with the quality of service

provided by your team?

Is there a genuine desire

on the part of your

donors to maintain a

relationship with you in

the future?

Are you actively providing

feedback and ensuring

transparency in order to

build more trust?



Satisfaction

How satisfied are donors

with the quality of service

provided by your team?



Ask yourself:

• What are your donors’ top expectations?

• Are you clearly and consistently

communicating with donors about how you are

meeting their top expectations?

• How satisfied are your donors?



Consistent communication

helps to achieve trust and

to build top-of-mind

awareness.

Your

charity



Donor

Commitment

Is there a genuine desire

on the part of your

donors to maintain a

relationship with you in

the future?


“Your donation of $25 will

provide 25 lunches for

children who would

otherwise go without.”



Trust Are you actively

providing feedback and

transparency in order to

build more trust?


How and What to Communicate

to your Donors


Create an email communications

strategy.

Benefits of using email to

communicate with your donors:

• Email is the most cost-effective

way to stay connected with your

donors.

• Immediacy for your

communications and quick

results.

• Online tracking gives your key

insights on your constituents.

• Email platforms make it easy to

segment your email lists and

personalize your messages.

Email provides immediacy and quick results!


Create an email communications

strategy.

Define your objectives

for each email.

• Is the goal to get

people to donate,

volunteer, sign a

petition, etc.?

• Knowing your

objective will help

you include a clear

call-to-action in each

email.

Establish an email

deployment schedule.

• Synchronize online

with offline marketing

programs

• Coordinate within

your organization

Test your ideas.

• Ask for feedback

from your supporters.

• Email service

providers like

Mailchimp make

email testing easy

(i.e. testing subject

lines to see which

results in the most

opened emails.

• Some important

metrics to track

include email open

rates, unsubscribe

rates and click-

through-rates.


Five Basic Types of Emails that Every

Non-profit Should Have

1.Welcome Email

2.Fundraising

Events

3.Internal

Communications

4.Thank You Email

5.High Value

Constituents


Emails for Donor

Retention

• Report back on someone’s

donation.

• Revisit past major initiatives

• Stories

• New videos

• Upcoming media coverage

• Close the loop on urgent asks

• First-to-know announcements

• Related news of the day

• Urgent!

• Open their eyes

• Take action!


Consider a blog.

Excellent for SEO and pulling people

back to your charity’s website.

Consider a blog!


Creating blog

content is easier

than you think!

Evergreen: posts that cover all

the basics including the role you

play, the need, the facts, etc.

Perennial: things you talk about

every year (i.e. holiday campaign,

spring fundraising “thon”, etc.)

Community happenings: an

uplifting story about someone you

and your supporters have helped,

a pressing need, etc.

News: new statistics or insights

related to your cause, new

programs you’ve launched,

milestones reached, etc.

Creating blog content is

easier than you think!



Facebook

Great examples of

charities’ Facebook

pages:

• Charity Water

• Mercy Corpse

• BC and Alberta

Guide Dog Society

• WWF

• Connected in

Motion


Twitter

Hint: Use bitly.com

to shorten your

URLs.

Twitter

• Visit Tendsmap.com or

Whatthetrend.com to see

what hashtags are trending.

• Join conversations relevant

to your organization by

including hashtags in your

tweets.

• When creating your own

hashtags, keep them short

and descriptive.


Twitter

Join the

GivingTuesday

conversation on

Twitter!

Use the hashtag

#GivingTuesdayCA

Last year,

#GivingTuesdayCA

trended in 2nd

position on social.


Instagram

The charity Dallas Pets Alive launched a

campaign and used the hashtag

#muttbombing successfully.

Learn more about this campaign at

www.muttboming.com.


Pinterest


LinkedIn


Use effective calls-to-action:

• Clear

• Actionable

• Contextual and relevant

• Aligned with the landing page

Ensure effectiveness:

• Test

• Optimize

Communications that Work


What are some key things to

communicate?



SAY THANK YOU!

Express your

sincerest thanks.

Tell the donor how

they are making a

difference. What is

the tangible impact of

their donation?

Set the level of

expectation for donor

communications. Is it

a weekly newsletter?

Monthly?

Encourage them to

follow you on social

media.

http://www.mercycorps.org/video-donation-thank-you?source=WEWtrans&utm_content=trans%2Bthank%2Byou%2Bemail&utm_source=trans%2Bthank%2Byou&utm_medium=email&utm_campaign=transaction

SAY THANK YOU!

A free, easy tool for

creating great videos.


SAY THANK YOU!

Prioritize Outreach

• Segment based on length of time as a loyal donor and size of gift.

• You may not be able to personally call and thank all donors and take

the time to hear what they have to say, but doing this for as many of

your top donors is very wise.

• Collect as much information as you can— how they came to support

your cause, what they think of your work, what they’d like to know

more about, etc.


Provide a

GivingTuesday

recap following

GivingTuesday.

What were your

GivingTuesday

results?


communicate to your GivingTuesday

donors?



communicate to your GivingTuesday

donors?

Consistently tell compelling

stories and communicate

the impact that your charity

is making.

Vital elements for brilliant

storytelling:

• Build suspense

• Foster aspiration

• Drive empathy

• Harness emotion

Ask yourself:

Do your donors feel like

they are an integral part of

your team?


What are some key

things to

communicate?

Annual report


Letters of Hope campaign by Art à la Carte

Art à la Carte is a charity based in Calgary, Alberta and

they bring art, joy and conversation to the bedside of

acute care patients.

Challenge: Their programs must be delivered by trained

volunteers who have met all the registration requirements

of the medical institutions that receive their services.

Strategy: a letter-writing campaign asking their

community for messages of hope to patients and

caregivers.

Results: The patients were deeply touched by this act of

giving and the people in their community became much

more engaged in their mission. Media supporters at

Global TV ran a segment on both local and national TV.

Several local publications also featured the story. http://globalnews.ca/news/1024165/calgary-cancer-patients-receive-letters-of-hope

“I share these words of

hope with you as the

mother of cancer survivor

myself. He was nine-years-

old. Recently we celebrated

his 29th birthday. During

his initial round with

chemo, I clung to stories of

long-term cancer survival.

It is with great joy I share

this message of hope. My

son is now a university

graduate and I will be

dancing at his wedding

next year. Peace, love, joy.”

What are some key ways to engage

your donors?


Ask your supporters questions.

• Ask your supporters questions on social media, in your blog posts, during

events, etc. Keep the conversation going by responding quickly,

especially if on social media.

• Include surveys or short questionnaires in your donor communications.

Ask some interesting questions and share some of the survey results

when appropriate. People love to learn about the results from surveys.


What are some key ways to engage

your donors?

Provide interesting,

content that they will want

to share with their

networks.


Include eye-catching, beautiful and

inspirational imagery with your content.

PicMonkey.com is a free, easy-to-use photo-editing tool

that lets you add filters, frames, text and effects. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.

Ask your supporters to share their

giving stories.

Get creative with social

media. Ask your

GivingTuesday donors to

share their giving stories.

Share those photos on your

social pages. Then post the

contributions on your social

media channels.


Ask for other types of support including

volunteering or signing petitions.


Start thinking about your end-of-year holiday

campaign!

25% of December donations and 8% of annual

donations through CanadaHelps are made on

December 30th and 31st.

Ask Again

Offer multiple ways to support your organization.


How do I know it’s working?

Set objectives, then measure and track:

• New vs. repeat donors

• Website visits through to conversion rate

• Track your email metrics:

• email list size growth

• unsubscribe rates

• click-through-rates

• open-rates

• Social channels

• growth

• level of engagement: comments, shares, likes, etc.

• Number of inbound calls and reason for calls

• % of inbound calls versus proactive outbound calls

• Survey results

• Evaluate your communications


Takeaways

• Report back to your donors and tell inspirational and compelling stories.

• Say “Thank You!” and let them know the tangible impact of their

donations. Make them feel like they are a part of your team.

• Communicate consistently by developing a donor communications

strategy which can include a social media and email communications

strategy.

• Create open 2-way lines of communication and engage them. Provide

content that they will want to share with their own networks.

• Regularly ask for feedback

• Provide different ways for people to support your organization


Enable your donors to get involved!

The more your donors engage with you, the more loyal they’ll

become. Ask your donors to:

• Join your email list

• Follow you on social channels

• Share who you are and the importance of your work with others

• Volunteer for your organization

• Consider different levels of support

• Give you permission to include them in your recognition/thank

you program


• It’s how you build awareness and education.

• It’s how you can really connect with your

donors.

• It’s how you inspire action: whether to give,

volunteer, share or a combination.

• It’s also how you organically grow via SEO.

Why is content so important for donor

loyalty?


• Make longer communications easy to skim with strong

headlines that pull readers in and increase readership

• Avoid the “we/us” — make it about them

• Whenever possible, use complimentary photos, videos

and graphics

• Educate and inspire through stories

• Include news and updates on stories and impact

Communications that Work


www.CanadaHelps.org

403 – 173 John Street

Toronto, ON M5T 1X4

1-888-787-4264

Cindy Younan

Manager, Charity Marketing

[email protected]

Thank you!

Contact me with any questions.

www.vimeo.com/canadahelps

www.twitter.com/CharityLifeCA

www.facebook.com/canadahelps


http://www.canadahelps.org/

Date post:	02-Jul-2015
Category:	Education
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How to Turn Your GivingTuesday Donors into Loyal Followers

Education