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Building a Community of Donors


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Businessmen, beggars and priests – three highly successful fundraisers. Why? What makes some people so good at getting money and others… not so good. Why do some organizations thrive while others who are doing great work fail and how do you begin to compete for your community’s limited time and money?

Trainer - Chris Worman, Senior Director, Alliances and Community Engagement at TechSoup


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Building a Community of Donors

  1. 1. Building a Community of Donors Trainer – Chris Worman, TechSoup
  2. 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. 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. 4. Sections: • Knowing your Market • Building a Communications Empire • Asking • Individuals • The Masses
  5. 5. Who are they? Know your Market • Set realistic goals based on: • Population of potential donors • Income • Maturity of Message
  6. 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. 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. 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. 9. Recap • Know your Market • Know their Metaphors • Know how they Consume Media • Know how they Give and How they Value Giving
  10. 10. Communications Now you know: • Who they are • What they value • How they communicate • How they consume media • How they give
  11. 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. 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. 13. Asking
  14. 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. 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. 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. 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. 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. 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. 20. Reporting Back • Always!
  21. 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. 22. Path • Research • Test message • Pilot w friends and networks • Capture • Reflect • Iterate • Show to next tier • Capture • Thank • Repeat
  23. 23. Thanks • Happy to answer questions • Si Craciun Fericit!