Digital Marketing & Fundraising: Tips, Tricks and Strategies

Presented by Nathan Smith, www.CrossmarkEnterprises.com

Transcript

1. DIGITAL MARKETING TIPS, TRICKS AND STRATEGIES Nathan Smith Crossmark Enterprises Portland Rescue Mission
2. About Me BACKGROUND •  10 years of church ministry •  8 years of nonprofit fundraising •  15 years freelance marketing •  2 years on nonprofit board
3. About Me PASSION (INFJ) •  Bring healing to wounded hearts •  Inspire others to live their best lives •  Raise up healthy “Level 5” organizations
4. About You •  Goals? •  Barriers? •  Strategies? •  Tools? •  Questions?
5. WE ALL NEED… FUNDS! CHAMPIONS!
6. How Do We Get There? Acquisition Cultivation -  Retention -  Lift Lapse Reactivation
7. Why Bother With Digital?
8. What is Digital Fundraising? •  Websites •  Email •  Social media •  Online video •  Digital ads •  Texting
9. A Facebook page is not a strategy!
10. What is a Digital Strategy? Using digital channels... …(along with other channels)... ...to carry your compelling message... ...to the right people... ...at the right time... …and achieving your desired response.
11. What is a Digital Strategy? •  What do I want people to do? •  Who is likely to do it? •  What message will likely compel them? •  Which channels wil reach them?
12. A Digital Strategy Needs… •  A COMPELLING CAUSE – Why? So what? •  A CLEAR ASK – What specific thing do you need? – How much does it cost? – What difference will it make? – What proof can you show me?
13. A Digital Strategy Needs… •  Multiple channels and touchpoints •  Repetition •  Visuals •  Easy response / conversion tools
14. It Also Needs… •  Acquisition – Know your audience. – Expect a break-even proposition. – Focus on lifetime donor value. – Thank them well. – Welcome them well over time. Basic fundraising practices
15. It Also Needs… •  Cultivation – Never be ashamed to ask – Send monthly appeals, and more – Ask for monthly giving – Show the fruit – Remind them of the need – Ask for 10%, 25% and 40% upgrades Basic fundraising practices
16. It Also Needs… •  Reactivation – Pay attention when people stop giving – Stay in contact Basic fundraising practices
17. Keep In Mind… •  The strength of digital channels is in CULTIVATION – keeping your core audience energized. •  Don’t expect miracles without work.
18. So What Do I Post? CELEBRATE EDUCATE ACTIVATE
19. So What Do I Post? CELEBRATE •  Surprise and delight •  Spread joy and warm hearts •  Show the fruit – Photos, videos – Smiles, hugs, accomplishments •  Act like family (without the guilt)
20. So What Do I Post?
21. So What Do I Post?
22. So What Do I Post? EDUCATE •  Become the trusted resource •  Make your own infographics •  Share surprising facts and figures •  Link and share other resources
23. So What Do I Post? ACTIVATE •  Inspire action •  Offer baby steps •  Appeal to the hero •  Go for multiplying effect •  (Go back to CELEBRATE)
24. So What Do I Post?
25. So What Do I Post?
26. So What Do I Post?
27. Some Tips…
28. Tips for Getting Donations •  Try a matching challenge •  Test different photos – They don’t have to be awesome! •  Be specific, tangible, urgent, short- term and priced right. •  Use landing pages •  Use graphics •  Tell WHY more than WHAT
29. Tips for Getting Likes and Shares •  Ask for it •  Appeal to the universal truth your audience is passionate about. •  Post a truism as a graphic •  Show the emotional success of one life changed
30. Tips for Email Marketing •  Use MailChimp. (Free to begin.) •  Responsive design •  Keep it short •  Assume no one will see images (But use them anyway!) •  Use subject lines that intrigue rather than explain
31. Tips for Email Marketing •  A/B test subject lines, time of day •  Ask for a dollar amount •  Use variable data (name, dollar amount) – but be careful •  Use conditional logic / fields •  Get those email addresses!
32. Tips for Landing Pages •  No other navigation •  Mobile friendly •  Repeat the call to action •  Use FURLs (friendly URLs)
33. Tips for Video Production •  Use your phone •  Keep it real •  Keep it 15-60 seconds •  Get their attention in 3 seconds •  Don’t tell. Show. •  Grassroot voices
34. My Top Recommendations
35. My Top Recommendations FOR EVERYONE •  Imitate, Iterate, Innovate •  Celebrate, Educate, Activate •  Don’t be boring •  Be tangible and urgent •  Invest in and use a great smartphone
36. My Top Recommendations FOR CRAWLERS •  Set up your social media channels •  Get a Squarespace or Wordpress website •  Get a donation platform •  Start a free MailChimp account
37. My Top Recommendations FOR WALKERS •  Use a social media content calendar •  Blog regularly •  Use website landing pages •  Make sure everything is mobile-friendly •  Start A/B testing your email
38. My Top Recommendations FOR RUNNERS •  Make your own infographics •  Make your own short videos •  Always use a photo or graphic •  Cross-channel everything •  Re-use your old content •  Get smart on analytics
39. THANK YOU HOW I CAN HELP? Nathan Smith Nathan@CrossmarkEnterprises.com 503-349-0125