top ten tactics for building nonprofit loyalty

Top 10 Tactics: What Every

Organization Should Be Doing to

Enhance Donor Loyalty

http://about.me/bridgetlbrandt

Favorite Nonprofit Video

The Harsh Reality

#bridgetlbrandt

DONORS

4

Tactic #10

Face Reality, Maybe Our Baby is Ulgy

1. Determine What’s Working and

What’s Not

• Survey Donors, Employees, and

Volunteers

2. Accept the Feedback (No excuses

allowed)

3. Make the Changes to serve your

donors and mission!

#bridgetlbrandt

5

Tactic #9

Set Your Team Up for Success

• Fast Facts

• Who to call

• Who does What

• Emergency

Management

• FAQs

• Event Playbooks

#bridgetlbrandt

6

Tactic #8

Make Your Website Donor Friendly

• Donors want to hear: o Organizational Impact (80%) o Success Stories (74%) o More details about the

organization (71%) o Info on financial accountability

(43%) • How they can pass it on:

o Tell-A-Friend / Forward This Page

• Info. specific to them

o Segment and tailor your content

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

#bridgetlbrandt

7

8

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

• Online video streams from

newspaper websites surged in Q2.

This can be attributed to the sustained

coverage of the BP oil disaster in the

Gulf of Mexico.

Tips:

•Post on You Tube 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

9

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.

#bridgetlbrandt

10

Tactic #5

Use Technology to Help

What:

1. CRM Systems (Tech Soup)

2. E- Marketing

3. Marketing Automation

Why:

1. Track Donors

2. Increase Awareness

3. Avoid Duplicate Entry

4. Efficiency Efficiency

Efficiency

#bridgetlbrandt

11

Tactic #4

Get Social

1. Be where your donors are!

2. Social ads • Facebook Ads Resource

3. Infographics to share • Hubspot How to Use Power Point to Create Infographics

4. Engage and Monitor • Hootsuite

*Eloqua 2011

12

Tactic #3

Stalk Your Donors

#bridgetlbrandt

13

Tactic #2

Test, test, test

"Throw away the rulebook. Experiment, learn, try, fall, 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

#bridgetlbrandt

14

Tactic #1

Hand Write Thank-yous!

#bridgetlbrandt

15

Questions???

16 #bridgetlbrandt

Contact me:

• My blog:

• http://www.donorexperience101.com

• Tweet me: bridgetlbrandt

• Email: bridget.brandt@sage.com