Getting the Second Date: Romancing the Donor

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Getting the Second Date:

Romancing the Donor

PRESENTED BY DANIELLE JOHNSON VERMENTON &

MONICA LOPEZ

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INTRODUCTIONS

Danielle Johnson-Vermenton Senior Interactive Consultant

Go! Essentials on Luminate

Monica Lopez Director of Marketing &

Communications

The Planetary Society

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• State of Donors

• Retention is the new acquisition

• A True Love Story

• Moving Forward

SO WHAT ARE WE TALKING ABOUT?

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“WE NEED TO STOP MEASURING OUR

SUCCESS BY WHETHER OR NOT WE MEET

THE NEEDS OF OUR ANNUAL BUDGETS.”

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46% of study donors stop giving

for reasons that are connected to

“a failure to communicate.”

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Almost SIX out of every ten donors from the

previous year DID NOT renew by year’s end Based on the 2013 FEP Study

Source: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=20015

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The future is bright and it

only takes 10 to get there

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17 months of double digit growth

in online giving from 2500 orgs

It just makes sense to invest in online donor stewardship

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• They get your email (52%)

• It’s their top choice for info

• Sharing is caring – email & web

• 50+ yo prefer website & email

NTEN Donor Engagement Study

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EMAIL IS KING!

Timely Dynamic Personalized Actionable

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Keep

Convert

Find

Check out Flip The Funnel by Joe Jaffee

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Have an online gratitude strategy

With every point of contact it is about building.

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Move beyond the eNews

Amplify with social media

Utilize your website

Create moments

Trail blazers

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GET AUTOMATED

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• Post a shout out

• Share photos and tag the donor

• Tweet campaign updates,

program updates, client quotes

• Ask clients/recipients to post

their stories

• Ask donors to post on twitter or

Facebook and tag your

organization

• Use your FB cover

• Celebrate your donors on your

blog

• Create videos

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Shout it from the mountain top!

• Interactive ‘thank you’ page

• Use videos

• Moving photos

• Frequent updates

• Donor Wall

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Elicit a response! • Make your mission tangible

• Be donor centered

• Create a moment

• See things through their

eyes

Writing Tips • Don’t use jargon

• Be conversational

• Make it timely

• Talk with them, not at them

Resource - Relevant Messaging Idea List:

http://www.charityhowto.com/blog/blogs/Relevant%20Messaging%20Idea%20List.pdf

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USING THE WEB: NATURE CONSERVANCY

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USING SOCIAL MEDIA:

AMNESTY INTERNATIONAL

5 Creative Ways to Say TY to your Facebook fans http://social.razoo.com/2012/09/five-creative-ways-to-thank-your-

facebook-fans/

Get creative with Timeline Cover photos http://www.hongkiat.com/blog/creative-facebook-timeline-covers/

Make it come to life with video & music (for free!) http://animoto.com/

42 Creative Pinterest Ideas for Nonprofits http://www.frogloop.com/care2blog/2012/1/13/steal-these-42-creative-

pinterest-ideas-for-nonprofits.html

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USING VIDEO

AMERICAN RED CROSS

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BEST IN CLASS!

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THE PLANETARY SOCIETY EXPANDING A

COMMUNITY WITH GRATITUDE

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THE CHALLENGE:

TO GO FROM HERE…

• Led and co-founded by

legendary astronomer Carl

Sagan, who died in 1997,

The Planetary Society was

viewed by many as an

exclusively academic society.

• Dr. Louis Friedman, also a

co-founder, was Executive

Director for 30 years.

• Many of our members had

been here since the

beginning and are largely

responsible for driving

revenue.

2010: Welcome our New CEO

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TO HERE

Enter Bill Nye the

Science Guy our

new CEO!

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• Redesign, Rebrand, New Tools – 5 mos

- Focus on community -- "You" vs. "About Us"

- Freshen tone – friendly and welcoming

- Give value to everyone who connects with us via "any" channel

- Integrate Social Media

- Employ visual storytelling by showcasing stunning imagery throughout

- Lead with people and personality

- Enhance blog content

- Create multiple opportunities for engagement and action

WHAT DID WE DO DIFFERENT?

ENGAGEMENT, ACTION, COMMUNITY

"I have always been most impressed by The Planetary Society because their vision is as grand

and true as their sincerity and heart. Carl would be very proud indeed...”

–M.T.

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COMMUNITY:

WE KNOW YOU

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COMMUNITY:

WE HEAR YOU

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COMMUNITY:

WE APPRECIATE YOU

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INFINITE VISIONS:

MEMBERS SHARE THEIR VISIONS

http://www.planetary.org/connect/infinite-visions/

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THE PLANETARY SOCIETY

SAYS THANK YOU

http://www.planetary.org/multimedia/video/planetary-society-says-thanks.html

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Focusing on member engagement and creating good vibes we deployed

a multi-channel campaign using email, direct mail, and video.

- December online revenue: $127,000

• This represents one of our largest months ever.

- 479 online donations totaling $45,000 for year-end campaign.

- This revenue is generated from a total of 35 different online forms

being used to track campaigns, donations, acquisition, and

renewals.

- Campaign consisted of 8 different emails beginning in November.

- Over 125 heartfelt comments from Members expressing their love of

the organization and our mission.

- 500+ Members shared their Visions + 2 Board members

INFINITE VISIONS:

A YEAR END CAMPAIGN

"Really proud to be a member, thanks for all your hard work. There is much

to be done." – H.D.L.

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12 mos. Prior 12 mos. Since % Change

Revenue $524,442 $745,871 42%

Renewals 3781 4386 14%

New Members 753 2236 192%

Web Traffic

Unique 1,316,604 1,752,788 33%

Total Visits 2,179,498 2,748,221 26%

Page Views 3,775,093 5,396,166 42%

% New Visitor 59.08% 63.56% 8%

Avg. Visit Duration 0:01:25 0:01:52 32%

Pages 1.73 1.96 13%

Additionally:

- 20% of Direct Mail joins came from Online Acquired names

- Utilizing a series of email split-tests raised response rate to online renewal emails from 7% to 11%

Note: If we take out Planetfest Tickets -- Revenue is still up 30%

YEAR OVER YEAR DATA

"Thanks for all you do. The world needs to understand how important space exploration is to us all. It is

our future. Thanks to your efforts, I have renewed hope for our future." - M.P.

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QUESTIONS?

Email Monica at monica@planetary.org

Learn more at http://www.planetary.org

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Questions? Send me an email: Danielle Johnson-Vermenton danielle.johnson@blackbaud.com

NTEN & CharityDynamics Nonprofit Donor Engagement Benchmark Report http://www.nonprofitdonorengagement.com/

The Next Generation of American Giving https://www.blackbaud.com/files/resources/downloads/08.13.CORP.NextGenGiving.Tipsheet.pdf

http://www.convio.com/files/next-gen-whitepaper.pdf

Penelope Burke’s blog http://www.burksblog.com/

NonProfit Marketing Guide http://www.nonprofitmarketingguide.com/resources/aboutus/meet-kivi-leroux-miller/

Inbound Zombie https://www.facebook.com/InboundZombie

The Millennial Impact Report http://www.themillennialimpact.com/

Donor Retention: What do we know and what can we do about it? http://www.afpnet.org/files/ContentDocuments/Donor_Retention_What_Do_We_Know.pdf

RESOURCES

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FINAL THOUGHTS: IT’S ALL ABOUT THEM

1. Change the culture

2. Have a plan

3. Acknowledge

4. Communicate - Show impact

- Share results

- Connect often

- Create a moments

5. Provide multiple touch points

6. Set a goal & monitor

7. Get feedback

8. Be patient – long term investment