Getting Your Donors to Say

I Do

using technology

to form lasting relationships

By Mark Miller, Children’s National Medical Center, and Lesley Solomon, Brigham & Women’s Hospital

Association for Healthcare Philanthropy, Boston, Mass., Oct. 21, 2011

e-philanthropy & dating

“Nobody likes someone who only talks about themselves & doesn't care what you think.”

-Tammy Gordon, Director of Social Communication & Strategy, AARP

“New Year's Eve could be the most important night of the year!”

-Stacey O'Halloran DiCarlo, interactive consultant

"If done wrong, you could waste a lot of time and money and still be alone.”

-Chris Boyer, ‎Director of Digital Marketing & Communications,

Inova Health System

playing the field

o Cast a wide net – you never know where

your donor/partner may be.

o Use all of your networks and connections –

spread the word that you’re “available.”

o Go where your prospects are, and that may

not be where you think.

People who used social media in their event fundraising raised 40% more!

-Blackbaud, March 2011

Peer Fundraising Using FirstGiving.com, people raised $500,000 for Children’s National last year

Five 12-year-old boys raised $26,000!

o 8 research projects by Brigham and

Women’s researchers dedicated to

cancer prevention.

o Opportunity for consumers,

corporations and community

partners to invest directly in

research.

o Fundraising goal for each project =

$75K ($600K Total)

o All donations will be directly

applied to these research projects

at BWH

10

the cancer portfolio

celebrity spokesperson

ccp initiatives on causes

ccp initiatives

dating

o Make a good first impression (stories, who

you are, sincerity).

o Remember that it’s not all about you.

o Listen. Care.

dating

o Get your supporters involved in ways beyond

giving money – tell a friend, vote, sign a

petition, etc.

o Meet them in their own space – make it easy

and convenient.

Take the quiz at www.retrotoyquiz.org

Email list growth: 14%

Research Goals

Profile the types of people who are likely to be donors and non-donors of CCP

Understand common attributes and/or motivators that move someone from

belonging to the CCP cause to donating to the cause

Research Findings

Three personas were identified as high potential targets based on the attributes of each

group

– Young & Passionate—Members in this group feels a sense of social responsibility and are

active in the community. They have a general interest and some personal connection in

fighting cancer. They want to effect a change and prefer to be part of the process.

– Visible & Involved—Members in this more mature group are comfortably settled in their

lives. They have a stronger personal connection to cancer and are happy to be an active

part of the community that has supported them.

– Retired Donors—Members of this group have strong connections to cancer. They are

active online and connected to other cancer causes. Though not their primary cause of

choice, they will contribute financially if appealed to personally.

getting to know you

facebook causes

member and fund stats

Development

website –

landing page

taking the plunge

o Getting engaged or married is just the

beginning!

take action

communicate

Autoresponder asks: Why did you give?

don’t take them for granted

o Relationships evolve. Adapt accordingly.

o Let donors decide what role they want

technology to play. Ask them.

people change

may you and your donors live happily ever after!

Mark Miller Children’s National Medical Center MRMiller@childrensnational.org @mmiller20910 www.facebook.com/childrensnational @childrenshealth Lesley Solomon Brigham and Women’s Hospital lsolomon5@partners.org www.facebook.com/BrighamandWomensHospital @BrighamWomens