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Top Ten Tactics for
Building Loyalty
Bridget L. Brandt
#AtTheBridge
The Harsh Reality
DONORS
Tactic #10
Face Reality, Maybe Our Baby is Ugly
• Determine what is and what is not working Survey Donors, Employees, and
Volunteers
• Accept the feedback (no excuses
allowed)
• Make the changes to serve your donors and mission
Tactic #9
Set Your Team Up for Success
• Fast facts
• Who to call
• Who does what
• Emergency management
• FAQs
• Event playbooks
Tactic #8
Make Your Website Donor Friendly
What DONORS WANT:
• Organizational impact (80%)
• Success stories (74%)
• More details about the organization (71%)
• Info on financial accountability (43%)
Community Philanthropy 2.0 survey, donors (30-49) & Cygnus 2012 supported these same metrics http://www.cygresearch.com/publications/orderReport.php
Tips:
• Use video and graphics
• Create interaction
• Get donor involved
• Don’t have a boring donation page
• One click to donate
6
• Does it share?
• Organizational impact (80%)
• Success stories (74%)
• More details about the organization (71%)
• Info on financial accountability (43%)
Tactic #7
Use Video to Connect
• Most active days are weekdays, peaking on Wednesdays.
• Weekends including Friday had the highest engagement per view based on average minutes watched
• PowToon - http://supportbehindthebadge.org/
Tips:
• Post on YouTube and your site
• Keep it short
• End with a call to action
Brightcove 2010 Quarterly Survey http://files.brightcove.com/brightcove-whitepaper-online-video-and-media-industry-q2-2010.pdf
• Listen/ Learn
• Make It Easy
• Give Them What They Want
Tactic #6
Stay in Touch
• Newsletters - While often unread, it is a great way to keep your name (awareness) high for your organization
• Events - Great way to connect in person with 1:many
• Email marketing - Fundraising & program awareness
• In person visits - BEST and always will be
Tactic #4
Get Social
Be where your donors are!
• Social ads Facebook Ads Resource
• Infographics to share Hubspot How to Use Power Point to Create Infographics
• Engage and Monitor Hootsuite
*Eloqua 2011
Tactic #3
Follow Your Donors
Tactic #2
Test, test, test
"Throw away the rulebook.
Experiment, learn, try, fail, get up, discover, have fun, be puzzled, find your way out again, thrive, and be humbled by the whole, miraculous
vantage point.”
Kraft Foods marketing executive, Dana Anderson
Tactic #1
Hand write Thank-yous!
For questions re: this presentation feel free to contact me at my blog,
http://www.donorexperience101.com
or via Twitter @bridgetlbrandt.
For questions regarding Abila, please contact
Sandra Bucklin, VP of Marketing at [email protected].
www.Abila.com
Twitter - @Abila_Inc
Facebook - AbilaInc
#AtTheBridge #abila
