Multichannel Strategies for Nonprofits: How To Use Online Tools to Raise Money, Awareness and Support for Your Organization

Multichannel Strategies for Nonprofits: How To Use Online Tools to Raise Money, Awareness and Support for Your

Organization

NPO ConnectJune 18, 2013

Tweet: @JuliaCSocial @NPO_Connect#JCSocial

Why “Multichannel”?

Web and mobile have changed everything. You must use a variety of tools to reach your donors where they are, not where you want them to be.

Tweet: @JuliaCSocial @npo_connect #JCSocial

How Nonprofits Rank Communications Channels in 2013


What Is “Multichannel”?

This can mean blogs, emails, direct mail, social media, text campaigns, events. “Multichannel” means an integrated team and not one staff member or intern that operates in a silo.




Multichannel Campaigns

A campaign is not a one-off email or mail appeal.

It is a series of messages that tell a cohesive story.

Ref: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

Why Multichannel Campaigns

Campaigns present your work as a relatable story.

Campaigns tell your audience what’s most important now.

Multiple messages = repetition which makes your story easier to remember.

Ref: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

Before You Begin – Get Organized

How are you storing your data? Raiser’s Edge, Salesforce, Excel?

Who is responsible? Need a team, committee – not just one person!

Collect stories, photos and videos, graphics – compelling, visual.

Ref: http://communityorganizer20.com/2013/04/10/implementing-social-change-anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/

http://communityorganizer20.com/2013/04/10/implementing-social-change-anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/


Before You Begin – Walk the Walk

Know your community!Know who you are targeting.What resonates with them?What is important to them?Do not build a beautiful marketing

campaign that isn’t for them.

From: http://communityorganizer20.com/2013/04/10/implementing-social-change-anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/



What Do Successful Multichannel Campaigns Include?

1) A clear goal.• Amount of money to raise • Number of signatures to get on a

petition• Number of event attendees


Multichannel Campaign Goals:

• Are based on realistic expectations.

• Consider what’s worked in the past.

• Take into account available resources (staff time, vendor fees, printing, etc.).



2) A specific problem that your campaign exists to solve.• Crucial bill that needs to pass• Area of research that needs more

funding• Repairs to a shelter or building• Why now? • “Attention economy”







3) A specific solution that you can deliver.• The solution is not donating to the

Humane Society. • It is increasing protections for

chimpanzees under the Endangered Species Act.



Problem: Homelessness has risen 25% in our city over the last year, resulting in a rising demand for our free meals and job training services.We want donors to understand that every night there are lines of hungry people outside our door waiting for a hot meal.



Solution: For every $50 donated, 25 homeless people will get a nutritious dinner for one week at our soup kitchen, beginning next week. Message/Story: Tell the personal story of a soup kitchen client who has benefited from eating regularly at our soup kitchen and participating in our job training program.



4) A compelling “Hook”.• Share a compelling story!• Discuss the immediate need.• How will donations benefit those

served? • What is the tangible impact?• Urgent deadlines and matching gifts

have higher open rates and larger average gift amounts.



5) A CTA (Call To Action).• What are you asking people to do?• Donate• Sign a petition• Tell their friends/spread the word• Show why these actions (sharing on

Facebook, donating) will help you get towards the solution to the problem



6) Urgency/Deadline.• “Help us raise $10,000 to help

students in Beverly, MA!" OR• "Help us raise $10,000 to help

students get needed supplies and clothing before school starts on September 1!"


Communication Channels

Email appealsInfographics (Pinterest)Welcome email for new donorsWelcome email for new email sign upsWebsite donation landing pages (thank you message)



Direct mailAnnual ReportsNewslettersFlyersPhone-a-thons



Social mediaText-to-give messagingOnline or print advertising to promote the campaign Thank-you messages and campaign updates



Fun content that doesn’t ask donors for money!Helpful tip sheetsE-books/white papersPhoto galleriesVideosStickers, swag, free stuff


Each Channel Is Used Differently

Website is where you have the most control around your brand. (HUB)Email is where you get most of your online donations.Facebook is where you get new donors and volunteers for your nonprofit.Direct mail is still very important though!



7 Must Haves for An Effective Nonprofit Website

1. Easy to use Content Management System (CMS) that you can edit yourself.

2. Writing for the web and mobile world.

3. Well-designed, eye-catching graphics and photos.


7 Must Haves for An Effective Nonprofit Website

4. Simple, consistent navigation.5. “Subscribe to our updates”

button.6. Social media icons.7. Donate Now button visible on

each page. (Red converts better than gray.)


6 Must Haves for Effective Donate Now Pages

1. Has organization’s branding.2. Opt-in option for e-newsletter.3. Option to give monthly or

quarterly.4. Option to give in someone else‘s

name or to make a gift donation.5. Designed for expediency.6. Social share buttons.


The Importance of Email

• Email is not dead. It has the highest ROI of all marketing tools used by nonprofits. (American Marketing Association)

• Not really a “newsletter” anymore –more of an “e-bulletin”.

• Services: Constant Contact, iContact, MailChimp (WordPress)

• NOT OUTLOOK! No attachments!• 20% open rate is average.


Best Practices for Nonprofit Emails

• SIMPLE and easy to navigate• 500 words or less – if you have

more to say, start a blog.• Donate Now Button• Social media icons• Make it personal and human• SUBJECT LINE is vital!!!



Best Practices for Nonprofit Emails

• Industry best practice: Send 1 to 3 e-bulletins/news per month and up to 6 fundraising appeals/year

• Never send on a Monday morning or a Friday.

• Don’t send them like clockwork – mix it up.

• Testing is always good to do!Tweet: @JuliaCSocial @npo_connect

#JCSocial

Social Media and Nonprofits

• Social media is not the best channel for fundraising.

• It works for socializing, educating and bringing new people into the fold.

• It is primarily used for building trust and relationships and establishing credibility and authority.


Social Media and Nonprofits

• Extension of donor relations – research, stewardship, cultivation, connection.

• Public awareness• Transparency and accountability• “Why would anyone care”?

(We know why! But can we convey it?)


Facebook Ladder of Engagement

From: http://social.razoo.com/2012/10/the-facebook-ladder-of-engagement/ Tweet: @JuliaCSocial @npo_connect #JCSocial

http://social.razoo.com/2012/10/the-facebook-ladder-of-engagement/

Case Study – National Wildlife FederationOil rig exploded in the Gulf.They used their website, social

media and their blog to post resources and facts on the oil spill and it’s direct impact on wildlife.

Used all channels plus text-to-give to raise money for wildlife rescues.




Case Study – National Wildlife FederationUsed video and Flickr to visually

document the impact that the oil spill was having on wildlife.

**Empowered NWF staff to get content (photos, stories).**

Their audience was looking to them for this information and updates.




Case Study – Iraq & Afghanistan Veterans of America

Build community online through multiple channels.

Push Instagram photos to Facebook, tie it all together.

Streamlined website.They make it clear how you can join

them and help.




Now it’s time for… FGE (Frequently Given Excuses)!


“My nonprofit is too small.”

There are many small nonprofits, even ones with only one staff member, who communicate very well with donors.

Do not get hung up on the TOOLS or the shiny new object syndrome, focus on a “less is more” strategy.


“My nonprofit can’t use client stories or photos.”

You need to get creative. We are living in a visual world. You

can hide your head in the sand and deny it, or you can get creative and tell your success stories in interesting ways.


“My nonprofit doesn’t have a sexy cause, like animals or oceans.”There is an important reason that

your cause exists – right? Small and niche causes can

sometimes have an advantage because their supporters are dedicated and vocal. Use these supporters as a focus group to find out what resonates with them.


In Conclusion

Fear is counterproductive.Interacting with supporters is never

a waste of time, no matter the channel.

It’s not about you – it’s about those that you serve and the impact that you are having.


Important Nonprofit Resources

Beth Kanter – www.bethkanter.orgHeather Mansfield –

www.nonprofitorgsblog.orgDebra Askanase –

www.communityorganizer20.com

John Haydon – www.johnhaydon.com


http://www.bethkanter.org/

http://www.nonprofitorgsblog.org/

http://www.communityorganizer20.com/

http://www.communityorganizer20.com/

http://www.johnhaydon.com/

Read this book!


And these two! Tweet: @JuliaCSocial @npo_connect

#JCSocial

Contact Me

[email protected]@JuliaCSocialhttp://www.jcsocialmarketing.comhttp://www.facebook.com/jcsocialmarketing


mailto:[email protected]

http://www.jcsocialmarketing.com/

http://www.facebook.com/jcsocialmarketing

http://www.facebook.com/jcsocialmarketing

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Multichannel Strategies for Nonprofits: How To Use Online Tools to Raise Money, Awareness and Support for Your Organization