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How to Market Your Nonprofit's Impact to Maximize Your Fundraising ROI

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How to Market Your Nonprofit's Impact to Maximize Your Fundraising ROI

  1. 1. Marketing your Nonprofit’s Impact to Maximize Fundraising ROI Presented By:
  2. 2. Your Presenters: Taylor Corrado Head of Nonprofit Marketing HubSpot Mike Spear Director of Platform Engagement StayClassy
  3. 3. Today’s Agenda: 1.  Why People Give 2.  Donor Retention 3.  Case Studies 4.  Key Methodologies 5.  New Opportunities
  4. 4. Why People Give Why People Give? Case Studies Key Methodologies Q & A
  5. 5. I have found that among its other benefits, giving liberates the soul of the giver. Maya Angelou Why People Give? Case Studies Key Methodologies Q & A
  6. 6. There ain’t no rules around here. We’re trying to accomplish something! Thomas Edison Why People Give? Case Studies Key Methodologies Q & A
  7. 7. Two Types of Donors: Case Studies Key Methodologies Q & AWhy People Give? •  Emotional Donors •  Informed Investors
  8. 8. Emotional Donors: Case Studies Key Methodologies Q & AWhy People Give? •  Usually less sophisticated •  Respond to personal appeals •  Respond to emotional content •  Giving is a luxury •  Risk of higher donor attrition
  9. 9. Informed Investors Case Studies Key Methodologies Q & AWhy People Give? •  Usually more sophisticated •  Respond to tangible needs •  Respond to audacious vision •  Investing is a moral imperative •  Higher probability donor retention
  10. 10. Case Studies Key Methodologies Q & AWhy People Give? InformedEmotional Your new donors
  11. 11. New donor attrition Case Studies Key Methodologies Q & AWhy People Give? 60 to 90% Problem:
  12. 12. Donor Funnel Case Studies Key Methodologies Q & AWhy People Give? Supporter Donor Recurring Donor Fundraiser Lifelong Fundraising & Major Gifts Engage with supporters wherever they are in your funnel, and seek to upgrade them over time.
  13. 13. Donor Funnel Case Studies Key Methodologies Q & AWhy People Give? Supporter Donor Recurring Donor Fundraiser Lifelong Fundraising & Major Gifts Your challenge: •  Inform •  Inspire •  Involve
  14. 14. Your Donors Case Studies Key Methodologies Q & AWhy People Give? Emotional Donor Informed Investor
  15. 15. Donor retention Case Studies Key Methodologies Q & AWhy People Give? 70% Recurring Donations
  16. 16. Tactics that Work Case Studies Key Methodologies Q & AWhy People Give? •  Tell a compelling story •  Appeal to emotion and intellect •  Instill a sense of purpose •  Invite them to join a movement
  17. 17. How you communicate matters. Case Studies Key Methodologies Q & AWhy People Give?
  18. 18. Case Studies Key Methodologies Q & AWhy People Give? People don’t buy what you do, they buy why you do it. Simon Sinek
  19. 19. Case Studies Key Methodologies Q & AWhy People Give? All the great and inspiring leaders and organizations in the world… Think, act, and communicate the exact same way. And, it’s the complete opposite of everyone else.
  20. 20. Case Studies Key Methodologies Q & AWhy People Give? The Golden Circle
  21. 21. Case Studies Key Methodologies Q & AWhy People Give? What everyone does…
  22. 22. Case Studies Key Methodologies Q & AWhy People Give? What you should do.
  23. 23. To put this in familiar terms: •  The WHY is the cause and the people •  The HOW is the programs •  The WHAT is the impact you help create Case Studies Key Methodologies Q & AWhy People Give?
  24. 24. Typically, when we’re talking about impact, we’re talking metrics. Case Studies Key Methodologies Q & AWhy People Give?
  25. 25. A word to the wise: A metric is actionable when it provides enough context to help your organization change its behavior in an effort to improve performance. The opposite of an actionable metric is a vanity metric, which lacks the context necessary to help you change behavior and improve performance. The total numbers of donations your organization has received in a year is a vanity metric. The monthly percent increase in monthly donors is an actionable metric. StayClassy CEO, Scot Chisholm Case Studies Key Methodologies Q & AWhy People Give?
  26. 26. Case Studies Key Methodologies Q & AWhy People Give? Today’s focus: How to market your impact. What we’re not focusing on: What are the right metrics to articulate your impact.
  27. 27. A few examples… Case Studies Key Methodologies Q & AWhy People Give?
  28. 28. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give?
  29. 29. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give? •  Slick, Visually Appealing •  Interactive •  Puts impact front and center •  Person-centered
  30. 30. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give? Why
  31. 31. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give? Why How
  32. 32. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give? Why What How
  33. 33. The Robin Hood Foundation Case Studies Key Methodologies Q & AWhy People Give? Why What How CTA!!
  34. 34. The Acumen Fund Case Studies Key Methodologies Q & AWhy People Give? •  Immersive experience •  Why - How - What •  Highlight impact •  Strong Calls to Action
  35. 35. The Acumen Fund Case Studies Key Methodologies Q & AWhy People Give? •  Makes sharing EASY •  Makes you want to share…
  36. 36. The Acumen Fund Case Studies Key Methodologies Q & AWhy People Give? •  Compelling Facebook content •  “Only” 26,000 fans •  CTAs not to “Like” but to share
  37. 37. charity:water Case Studies Key Methodologies Q & AWhy People Give? •  Compelling use of video •  Why - How - What •  Highlight impact •  Strong Calls to Action •  Focus on community
  38. 38. charity:water Case Studies Key Methodologies Q & AWhy People Give? •  Clear, achievable milestones
  39. 39. charity:water Case Studies Key Methodologies Q & AWhy People Give? •  Highlights community •  Shows momentum
  40. 40. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? •  Excellent storytellers •  Shows real- time progress •  Proactive transparency
  41. 41. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? •  Big, audacious goal: $2,100,000 •  “Current Goals” of $25,000 - $60,000 •  Impact links back to individual contributors
  42. 42. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? •  Targeted “Drip Marketing” campaign •  Nurtured supporters to educate and prepare them for what comes next.
  43. 43. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? •  Focus on transparency •  Keep supporters up-to-date and involved
  44. 44. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? •  Real-world Launch Event •  Inspiration, education, community building
  45. 45. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? Focus on: •  Progress •  Results •  Fundraising support
  46. 46. Invisible Children Case Studies Key Methodologies Q & AWhy People Give? •  Variety of style and content •  Targeted Communications •  Cohesive story arc •  Accessible, but assumes level of engagement
  47. 47. Splash Case Studies Key Methodologies Q & AWhy People Give?
  48. 48. Splash Case Studies Key Methodologies Q & AWhy People Give?
  49. 49. Splash Case Studies Key Methodologies Q & AWhy People Give?
  50. 50. Splash Case Studies Key Methodologies Q & AWhy People Give?
  51. 51. Splash Case Studies Key Methodologies Q & AWhy People Give?
  52. 52. Splash Case Studies Key Methodologies Q & AWhy People Give?
  53. 53. Splash Case Studies Key Methodologies Q & AWhy People Give?
  54. 54. Key Takeaways Case Studies Key Methodologies Q & AWhy People Give? •  Use Why – How – What storytelling •  Appeal to emotion and intellect •  Targeted communications •  Diversify content •  Strive to relate actionable metrics •  Create a “narrative arc” •  Make impact tangible •  Build community
  55. 55. Tools of the Trade Case Studies Key Methodologies Q & AWhy People Give? •  Email Marketing •  Automated Marketing •  Website •  Video •  Social Media •  Blog •  Online Fundraising •  In-Person Events
  56. 56. WWW.CLASSYAWARDS.ORG
  57. 57. Thank You!!! Case Studies Key Methodologies Q & AWhy People Give? Taylor Corrado Head of Nonprofit Marketing HubSpot Mike Spear Director of Platform Engagement StayClassy
  58. 58. Case Studies Key MethodologiesWhy People Give? Additional Resources Q & A StayClassy Fundraising platform: www.stayclassy.org StayClassy Blog: www.stayclassy.org/blog CLASSY Awards: www.classyawards.org HubSpot: www.hubspot.org Acumen Fund Website: http://acumen.org/ Acumen Fund Facebook Page: https://www.facebook.com/acumenfund Splash Website: www.splash.org Proving.it by Splash: www.proving.it Charity Water Website: www.charitywater.org Charity Water September Campaign: www.charitywater.org/september Invisible Children Website: www.invisiblechildren.com IC’s Zero LRA Campaign: http://zerolra.invisiblechildren.com Robin Hood Foundation website: http://www.robinhood.org/ Simon Sinek TED Talk: http://www.ted.com/talks/simon_sinek... The Science of Giving: http://www.amazon.com/The-Science-Giving....

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