Fundraising in a Digital World

Presentation at the 2016 Mission Resource Alliance conference in Pensacola, Florida. By Nathan Smith, Crossmark Enterprises. www.crossmarkenterprises.com

Transcript

1. FUNDRAISING IN A DIGITAL WORLD © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 1
2. About Me BACKGROUND • 10 years of church ministry • 8 years of nonprofit fundraising • 15 years freelance marketing • 2 years on nonprofit board © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 2
3. About Me BRAIN WORK • Strategic Thinking • Campaign Ideation • Creative Messaging • Marketing Plans • Project Management SKILLS • Graphic Design • Copywriting • Photography • Video • Audio CHANNELS • Direct Mail • Email Marketing • Websites • Blog / Social Media • Event Creative © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 3
4. About Me CLIENTS Great Falls Rescue Mission Sunday Breakfast Rescue Mission Union Gospel Mission Grays Harbor Roseburg Rescue Mission Muskogee Gospel Rescue Mission Salem Rescue Mission Montana Rescue Mission Kardelen Mercy Teams © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 4 All God’s Children International Rocky Mountain Elk Foundation American Council for the Blind Portland Police Bureau Springwater Dental Magi Management Hospice and Palliative Care Ducks Unlimited
5. About Me PASSION - (INFJ) • Bring healing to wounded hearts • Inspire others to live their best lives • Equip orgs to succeed • Raise up healthy “Level 5” organizations © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 5
6. About You • Goals? • Barriers? • Strategies? • Tools? • Questions? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 6
7. WE ALL NEED… FUNDS! CHAMPIONS! © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 7
8. Why Bother With Digital? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 8
9. Why Bother With Digital? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 9 • 64% of Americans now use a smartphone http://www.pewinternet.org/2015/04/01/chapter-one-a-portrait-of-smartphone-ownership// • 75% of people search online before donating, and… https://www.mobilecause.com/mobile-stats-infographic// • 60% of web searches come from mobile, but… https://www.mobilecause.com/mobile-stats-infographic// • 84% of nonprofits don’t have a mobile friendly website! https://www.mobilecause.com/mobile-stats-infographic//
10. Why Bother With Digital? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 10 • Online donations are growing at 8.9% a year http://www.slideshare.net/smaclaughlin/50-fascinating-nonprofit-statistics • Average online donation is $139 https://www.mobilecause.com/statistics/ • Automatic recurring donors give 2x as much as one- time donors https://www.mobilecause.com/statistics/
11. Why Bother With Digital? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 11 http://www.grizzard.com/2015/getaway/pdf/Analytics%20rEvolution.pdf 31% 26% 23% 8% 5% 2% 2% 3% Online Mail In Person Event Automatic Phone Text Other
12. Why Bother With Digital? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 12 • Email has the highest ROI of any marketing channel: $40 donated for every $1 spent https://www.salsalabs.com/get-know-us/blog/infographic-risk-and-rewards-sending-effective-emails • 1/3 of online donations come from email https://www.salsalabs.com/get-know-us/blog/infographic-risk-and-rewards-sending-effective-emails/ • 51% of nonprofit emails are read on a mobile phone http://mobilize.mgive.com/2014-mgive-text-donation-study
13. So what do we do about it? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 13
14. A Facebook page is not a strategy! © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 14
15. What is Digital Fundraising? • Websites • Email • Social media • Online video • Digital banner ads • Google Adwords • Texting © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 15
16. How Do We Get There? Acquisition Cultivation - Retention - Lift Lapse Reactivation © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 16
17. 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... ...then measuring and improving. © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 17
18. 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 will reach them? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 18
19. A Digital Strategy Needs… • A COMPELLING CAUSE – Why? So what? – A universal emotional appeal © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 19
20. A Digital Strategy Needs… © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 20 Your gift of $40 provides a Christmas present to a hurting, man, woman or child.
21. A Digital Strategy Needs… © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 21
22. A Digital Strategy Needs… • 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? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 22
23. A Digital Strategy Needs… © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 23
24. A Digital Strategy Needs… • Multiple channels and touchpoints • Repetition • Visuals • Easy response / conversion tools © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 24
25. A Digital Strategy Needs… © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 25 Mail Email Video Blog Web Social
26. A Digital Strategy Needs… © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 26 Mail Email Video Blog Web Social
27. 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 © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 27 Basic fundraising practices
28. It Also Needs… • Cultivation – Ask! But do more than 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 © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 28
29. It Also Needs… • Reactivation – Pay attention when people stop paying attention – Stay in contact © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 29 Basic fundraising practices
30. Keep In Mind… • The strength of digital channels is in CULTIVATION – keeping your core audience energized. • Don’t expect miracles without work. © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 30
31. So what do I post? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 31
32. So What Do I Post? CELEBRATE EDUCATE ACTIVATE © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 32
33. 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) © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 33
34. Why is Celebrate Important? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 34
35. So What Do I Post? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 35
36. So What Do I Post? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 36
37. Tips for Celebrate Content • Graduations • Housing • Reunification • Birthdays • Sobriety anniversaries • Personal breakthroughs • Hallway conversations © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 37 • Artwork • Donation thanks • Volunteer thanks • Encouraging notes • Universal, emotional truths • Scripture
38. So What Do I Post? EDUCATE • Become the trusted resource • Make your own infographics • Share surprising facts and figures • Link and share other resources © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 38
39. So What Do I Post? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 39
40. Tips for Educate Content • Causes of homelessness • Myths about homelessness • Places homeless sleep • Questions to ask a homeless person • How to help a panhandler • How to pack a care kit • Quick facts about the Mission (with personal story) © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 40
41. So What Do I Post? ACTIVATE • Inspire action • Offer baby steps • Appeal to the hero • Go for multiplying effect • (Go back to CELEBRATE) © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 41
42. So What Do I Post? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 42
43. So What Do I Post? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 43
44. So What Do I Post? © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 44
45. Tips for Activate Content • Fill the sock bin • Pack a care kit • Provide a sleeping mat • Birthday party for the homeless • Fill the pantry • Start a collection drive © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 45
46. Some Tips… © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 46
47. Tips for Getting Organized • Start a content calendar • Plan 50% Celebrate. 25% Educate. 25% Activate. • Plan 1-5 blog posts a week. • Use blog content to feed your social media. • Use blog content to feed a monthly e-news. • Use direct mail content to feed a monthly e-appeal. © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 47
48. 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 © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 48
49. 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 © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 49
50. Tips for Getting Likes and Shares © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 50
51. 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 • A/B test subject lines, time of day © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 51
52. Tips for Email Marketing © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 52
53. Tips for Email Marketing • Subject lines are as important as direct mail outer envelopes. – “Your January Prayer Letter” – “Please pray for the Mission” – “Alicia needs your prayers” – “Please pray…” © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 53
54. Tips for Email Marketing • Ask for a dollar amount • Use variable data (name, dollar amount), carefully • Use conditional logic / fields • Get those email addresses! • Give people something they want • Landing pages are essential for conversion • 500 words or fewer • Make it scannable © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 54
55. Tips for Landing Pages • No other navigation • Mobile friendly • Repeat the call to action • Use FURLs (friendly URLs) © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 55
56. Tips for Landing Pages © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 56
57. 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 © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 57
58. Tips for Video Production © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 58
59. Tips for Video Production © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 59
60. Tips for Video Production © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 60
61. My Top Recommendations © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 61
62. 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 © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 62
63. 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 © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 63
64. 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 © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 64
65. My Top Recommendations FOR RUNNERS • Make your own infographics and downloadables • Make your own short videos • Always use a photo or graphic • Cross-channel everything • Re-use your old content • Get smart on analytics • Triple check your SEO © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 65
66. THANK YOU HOW I CAN HELP? Nathan Smith Nathan@CrossmarkEnterprises.com 503-349-0125 © 2016 Nathan Smith, Crossmark Enterprises, www.CrossmarkEnterprises.com 66