1.
Building a Community of Donors
Trainer – Chris Worman, TechSoup

2.
Introduction
• All of this is based on practice
• All of this is market tested and works
• All of this is based on communications
• All of this takes time

3.
Evolution in Odorhei
• Started by asking a question: what matters?
• Campaign the answer
• Made giving accessible
• 2%
• Drop Boxes
• Community Card
• Employee Giving
• Events…
• And today…

4.
Sections:
• Knowing your Market
• Building a Communications Empire
• Asking
• Individuals
• The Masses

5.
Who are they? Know your Market
• Set realistic goals based on:
• Population of potential donors
• Income
• Maturity of Message

6.
Who are they? Culturally
• What is it that people care about? Ask!
• How are you linking your work to their values?
• Peer marketing – you can’t tell them.
• Can you make them proud to support you?
• When in history?
• How is this just ‘part of being from here’?

7.
How do they consume media?
• Where do they get their messages?
• Is it online? Is it in the salon and pub?
• In what form?
• Stories? Tweets?
• Use the right tools for the right people
• Use their language

8.
How are they giving right now?
• Philanthropy is happening, how?
• How are their friends giving?
• How can you fake that?
• Behavioral change in communities happens because people see their
peers engage.

9.
Recap
• Know your Market
• Know their Metaphors
• Know how they Consume Media
• Know how they Give and How they Value Giving

10.
Communications
Now you know:
• Who they are
• What they value
• How they communicate
• How they consume media
• How they give

11.
Build a Communications Machine
• Take their stories back to them frequently
• Make them the story
• SHOW giving and engagement
• Share everywhere: Multi-Channel away!
• Email, social, media, video, citizen journalism, etc…

12.
Ultimately
• You want everyone to make a positive association between
your name and the solution to the problem you are trying to
solve.
• A la Greenpeace and Environment

13.
Asking

14.
Beggars, Businessmen and Priests
• What can we learn from the best fundraisers in the world?
• Clarity of Value Proposition and Ask
• Frequency and Practice
• Immediacy
• Personalization
• Ease

15.
What are you selling?
• What exactly is your value proposition?
• Does the price make sense?
• How are you making the act of giving communicative and
communicable?
• How good is the story so even if you fail to make money you
educate?

16.
Mass Appeals
• Sports events – all about peer communities
• Cause Related Marketing – all about product
• Employee Giving – communities and ease
• Direct Debit – ease and low barriers
• Drop Box – comms and low barriers
• Tax Redirection (2%) – tax control
• Events – fun times
• Online/Mobile – ease and immediacy
• Donor Circles - community
• Etc…

17.
What is working
Peer networks – people trust their friends
Community – people giving together
Ease – anything with a low barrier
Immediacy – quick salvation
All told – Start small, don’t assume and work up

18.
Building alliances
• Sometimes you have to ask for influence
• What can you offer a power broker to lower barriers?
• How do you ask?

19.
Individual Asking Tips
The Magic Questions:
• Do you think this is a good idea?
• What might make it better?
• Who else might be interested?
• Can you introduce me?
• How would you like to be involved?

20.
Reporting Back
• Always!

21.
Recap
• Know who you are asking
• Know what they value and align
• Make sure you are known
• Make sure giving is communal and obvious
• Ask like a business-priest
• Thank

22.
Path
• Research
• Test message
• Pilot w friends and networks
• Capture
• Reflect
• Iterate
• Show to next tier
• Capture
• Thank
• Repeat

23.
Thanks
• Happy to answer questions
• Si Craciun Fericit!