keep and inspire your donors with stories
TRANSCRIPT
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Keep and Inspire Your Donors With Stories
12/11/14 1pm Eastern
The presentation will begin shortly.
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Before We Get Started3
This presentation is being recorded!
The recording and slides will be emailed to you later this afternoon.
Please chat in any questions for our guest. We will answer them in the formal Q&A session
at the end of the presentation.
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MY STORY President of TheStorytellingNonprofit.com Co-‐Founder of Stewardship School Has raised $10 million and counBng Speaker: AssociaBon of Fundraising Professionals, AssociaBon of Donor RelaBons Professionals, Council for Advancement and Support of EducaBon, Net Squared and BBCON Clients: A Rocha Canada, Wagner Hills Farm Society, Hope for the NaBons, Union Gospel Mission, Cancer Care ConnecBon, BC Children’s Hospital FoundaBon
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AGENDA
• Why stewardship matters
• Good versus great donor stewardship
• 3 tactics for using stories
• Tips for telling great stories
• Answers to your questions
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DISCUSSION
What’s your role at your non-profit?
Is donor retention at problem for your organization?
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DONOR RETENTION
“The sector average for donor retention is 41% and the average for donor attrition is 59%
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FINDING SOLUTIONS
Demonstrates impact + accountability
Practice of gratitude
Shows donors that you care
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WAVAW 2010 – 2011 Fiscal Year Revenue $41,000 2013 – 2014 Fiscal Year Revenue $181,000 How? Monthly thank-a-thons Handwritten notes More touch points without an ask
They focused on taking care of their donors!
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NASHVILLE RESCUE MISSION
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NASHVILLE RESCUE MISSION
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GOOD STEWARDSHIP
The Organization Thanks a donor
Acknowledges their giving
Explains what kind of impact the gift had
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GREAT STEWARDSHIP
The Organization Makes donors feel something
Lets donors know that you care about them
Has a personality
The donor is the hero
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HOW DO STORIES FIT IN TO ALL OF THIS?
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WHAT IS STORYTELLING
Storytelling is the process of combining facts and narrative in order to communicate a message and an
emotion to a target audience.
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WHY STORIES
Creates context for your audience
Emotionally connect donors to their impact
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GOOD STORIES
Has a hero
Incorporates visual aspects
Talks about a conflict, which is ultimately solved
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GREAT STORIES
The donor is the hero
Takes the audience into account
Ends with a vision and call to action
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TIPS FOR THANK YOU LETTERS
Be as donor-centric as possible Use different perspectives to say thank you and to tell the story Tell a shorten version of the story Demonstrate a bigger vision to keep donors engaged
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TIPS FOR NEWSLETTERS
Send newsletters regularly Tell a more in-depth story, if space allows for it Incorporate pictures or tell donors where they can view digital versions of the story Remind donors of the bigger picture
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TIPS FOR EMAIL
Keep is short and sweet Create a great subject line that conveys gratitude Use email as a tool to drive traffic to other digital content Make sure the content highlights impact
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DISCUSSION
What’s one idea that you want to try?
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Questions?
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