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GuideStar webinar on 05/16/12. Presenters: Katya Andresen, Chief Strategy Officer, Network for Good, and Lindsay Nichols, PR and Social Media Marketing Manager, GuideStar USA, Inc. http://www2.guidestar.org/rxg/news/webinars/webinar-archive.aspx
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Katya AndresenSupersize My Online Savvy:Surefire Steps to Fundraising &Social Success
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Speakers
Katya Andresen, Chief Strategy Officer, Network for Good
Lindsay Nichols, PR and Social Media Marketing Manager, GuideStar USA, Inc. (moderator)
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Why do we give?
A poll! Tell us about the last time YOU donated and why
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We gave, yes we did
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Good fundraisers think like donors.
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Supersize Tip #1
Switch from asking for money to giving people a way to make a difference.
Online and off.
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It’s not what you said, it’s how they felt.
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Tip #2:
Spend at least half of your digital time on your website.
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What to worry about most
• Overall Impact • Content• Navigation• User Experience• Findability• Socialability
Source: Wikibrands
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Tip #3:
Put a stronger focus on images.
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Gift of Life
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Tip #4:
Instill trust with the right messengers.
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Which do you trust? The ad or the review?
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Old world: In marketers we trust.
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Percent of consumers who say they believe marketers’ claims*
*Forrester, 2009
6%
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New: In each other we trust.
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Make your champions your messengers.
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Tip #5
Use social proof in all your online engagement.
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Tip #6:
Be mobile friendly.
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Mobile Giving Is On The Rise
20% of US adults have made a charitable contribution online
9% have made a charitable contribution using text messaging on their phone
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Be Accessible Anywhere, Anytime
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“13 of the 14 messages with the mobile template performed better, by an average of 2% increase in open rate”
NTEN mobile-friendly emails
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Tip #7:
Make your Donate page one click away – and short and sweet.
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http://www.thenetworkforgood.org/t5/Elements-of-a-Fantastic-Donation/bd-p/FFWebsiteDN
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Tip #8:
Don’t neglect email. It still drives most donations.
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How to improve conversion
• Right subject line• Start with story• Say less• Go easy on the eyes• Ask for one thing, explicitly• Obvious and multiple links for action
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Tip #9:
Don’t write off slacktivists.
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What is it?
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Momentum of compliance
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Tip #10:
Don’t forget the most important rule of a fundraiser: Keeping the donors you have.
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Thank you template
• Address the donor directly• Vivid image or mini story of what the donor made
possible• THEN say thank you and give the donor credit • Express gratitude for the specific gift amount, noting
the date plus language on tax deductibility.• Tell the donor when and how you’ll be in touch and
share contact information• Thank them again and sign a real person’s name
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It’s about the donor getting credit
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The Personal Touch
The typewritten part of the note I received from Ocracoke Child Care is about as short as you can get, something close to “Thanks for the donation. We really appreciate it. This letter is your receipt.”
But the letter is still on my desk because of what fills up all the white space left under that short official note — this drawing.
-Kivi Leroux Miller
katya.andresen@networkforgood.orgwww.nonprofitmarketingblog.comTwitter: @katyaN4G
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Connect with GuideStar
• Facebook.com/GuideStarUSA• Twitter: @GuideStarUSA• Google +: +GuideStar• Pinterest.com/guidestar/
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