Date post: | 16-May-2015 |
Category: |
Technology |
Upload: | bridget-brandt |
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Top 10 Tactics: What Every
Organization Should Be Doing to
Enhance Donor Loyalty
http://about.me/bridgetlbrandt
Favorite Nonprofit Video
The Harsh Reality
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DONORS
4
Tactic #10
Face Reality, Maybe Our Baby is Ulgy
1. Determine What’s Working and
What’s Not
• Survey Donors, Employees, and
Volunteers
2. Accept the Feedback (No excuses
allowed)
3. Make the Changes to serve your
donors and mission!
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5
Tactic #9
Set Your Team Up for Success
• Fast Facts
• Who to call
• Who does What
• Emergency
Management
• FAQs
• Event Playbooks
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Tactic #8
Make Your Website Donor Friendly
• Donors want to hear: o Organizational Impact (80%) o Success Stories (74%) o More details about the
organization (71%) o Info on financial accountability
(43%) • How they can pass it on:
o Tell-A-Friend / Forward This Page
• Info. specific to them
o Segment and tailor your content
Community Philanthropy 2.0 survey, donors (30-49) & Cygnus 2012 supported these same metrics
http://www.cygresearch.com/publications/orderReport.php
Tips:
• Use video and graphics
• Create interaction
• Get Donor involved
• Don’t have a boring donation
page
•One click to donate
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8
Tactic #7
Use Video to Connect
• Most active days are weekdays,
peaking on Wednesdays.
• Weekends including Friday had the
highest engagement per view based
on average minutes watched
• Online video streams from
newspaper websites surged in Q2.
This can be attributed to the sustained
coverage of the BP oil disaster in the
Gulf of Mexico.
Tips:
•Post on You Tube and your site
•Keep it short
•End with a call to action
Brightcove 2010 Quarterly Survey http://files.brightcove.com/brightcove-whitepaper-online-video-and-media-industry-q2-2010.pdf
•Listen/ Learn
•Make It Easy
•Give Them What They Want
9
Tactic #6
Stay in Touch
Newsletters- While often unread, it is a great way to keep your
name (awareness) high for your organization.
Events- Great way to connect in person with 1:Many
Email Marketing- Fundraising & Program Awareness
In Person Visits- BEST and Always Will Be.
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10
Tactic #5
Use Technology to Help
What:
1. CRM Systems (Tech Soup)
2. E- Marketing
3. Marketing Automation
Why:
1. Track Donors
2. Increase Awareness
3. Avoid Duplicate Entry
4. Efficiency Efficiency
Efficiency
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11
Tactic #4
Get Social
1. Be where your donors are!
2. Social ads • Facebook Ads Resource
3. Infographics to share • Hubspot How to Use Power Point to Create Infographics
4. Engage and Monitor • Hootsuite
*Eloqua 2011
12
Tactic #3
Stalk Your Donors
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13
Tactic #2
Test, test, test
"Throw away the rulebook. Experiment, learn, try, fall, get up,
discover, have fun, be puzzled, find your way out again, thrive, and be humbled by the whole, miraculous
vantage point.”
Kraft Foods marketing executive, Dana Anderson
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14
Tactic #1
Hand Write Thank-yous!
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Questions???
16 #bridgetlbrandt
Contact me:
• My blog:
• http://www.donorexperience101.com
• Tweet me: bridgetlbrandt
• Email: [email protected]