multichannel strategies for nonprofits: how to use online tools to raise money, awareness and...
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Social and Web 2.0 technologies have changed not just how we market and promote our programs and services, but also how we manage and lead our organizations, and how we build communities and create movements. Understanding the multichannel landscape is more important than ever before, as the pace of change is growing exponentially. Email communications, social media, and mobile are important, but how will they help your nonprofit and the issues you work on every day? Most importantly, how the heck do you integrate and utilize these tools successfully without losing your mind? This FREE seminar will help you answer these questions, and will guide you through the planning and implementation of online multichannel strategies that will spark advocacy, raise money and promote deeper community engagement in order to achieve social change in real time.TRANSCRIPT
Multichannel Strategies for Nonprofits: How To Use Online Tools to Raise Money, Awareness and Support for Your
Organization
The Nonprofit Net, Inc.Cary Memorial Library
May 22, 2013
VIDEO – Online/Social Media Statistics 2013
•http://www.youtube.com/watch?feature=player_embedded&v=QUCfFcchw1w#!
Why “Multichannel”?
Web and mobile have changed everything. You must use a variety of tools to reach your donors where they are, not where you want them to be.
How Nonprofits Rank Communications Channels in 2013
What Is “Multichannel”?
This can mean blogs, emails, direct mail, social media, text campaigns, events. Multichannel means an integrated team and not a staff member that operates in a silo.
Multichannel Campaigns
A campaign is not a one-off email or mail appeal.
It is a series of messages that tell a cohesive story.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign
Why Multichannel Campaigns
It will present your work as a relatable story.
It will tell your audience what’s most important now.
Multiple messages = repetition which makes your story easier to remember.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign
Before You Begin – Get Organized
How are you storing your data? Raiser’s Edge, Salesforce, Excel?
Who is responsible? Need a team, committee – not just one person!
Collect stories, photos and videos, graphics – compelling, visual.
From: http://communityorganizer20.com/2013/04/10/implementing-social-change-anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/
Before You Begin – Walk the Walk
Know your community!Know who you are targeting.What resonates with them?What is important to them?Do not build a beautiful marketing
campaign that isn’t for them.
From: http://communityorganizer20.com/2013/04/10/implementing-social-change-anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/
What Do Successful Multichannel Campaigns Include?
1) A clear goal.• Amount of money to raise • Amount of signatures to get on a
petition
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign
Multichannel Campaign Goals
• Based on realistic expectations• Consider what’s worked in the
past.• Consider staff time, vendor fees –
what is feasible?
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign
What Do Successful Multichannel Campaigns Include?
2) A specific problem that the campaign exists to solve.• Crucial bill you need to pass• Natural disaster• Clarity is vital – why are you
reaching out now?• Attention economy
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign
What Do Successful Multichannel Campaigns Include?
3) A specific solution.• The solution is not donating to
your program, it is to deliver temporary shelters to animals.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign
What Do Successful Multichannel Campaigns Include?
Problem: Homelessness has risen 25% in our city over the last year, resulting in a rising demand for our free meals and job training services.We want donors to understand that every night there are lines of hungry people outside our door waiting for a hot meal.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign
What Do Successful Multichannel Campaigns Include?
Solution: For every $50 donated, 25 homeless people will get a nutritious dinner for one week at our soup kitchen, beginning next week. Message/Story: Tell the personal story of a soup kitchen client who has benefited from eating regularly at our soup kitchen and participating in our job training program.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign
What Do Successful Multichannel Campaigns Include?
4) A compelling “Hook”.• Share a compelling story!• Discuss the immediate need.• How will donations benefit those
served? What is the tangible impact?• Urgent deadlines and matching gifts
have higher open rates and larger average gift amounts.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign
What Do Successful Multichannel Campaigns Include?
5) A CTA (Call To Action).• What are you asking people to do?• Donate• Sign a petition• Tell their friends/spread the word• Show why these actions advance the
solution
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign
What Do Successful Multichannel Campaigns Include?
6) Urgency/Deadline.• “Help us raise $20,000 to deliver
temporary shelters to Louisiana!" OR• "Help us raise $20,000 before
hurricane seasons starts on August 1!"
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign
Communication Channels
Email appealsInfographicsWelcome email for new donorsWebsite donation landing pages (thank you message)Direct mailPhone-a-thonsSocial mediaText-to-give messagingOnline or print advertising to promote the campaign Fun content that doesn’t ask donors for moneyThank-you messages and campaign updates
Each Channel Is Used Differently
Website is where you have the most control around your brand. (HUB)Email is where you get most of your online donations.Facebook is where you get new donors and volunteers for your nonprofit.Direct mail is still very important though!
7 Must Haves for An Effective Nonprofit Website
1. Easy to use Content Management System (CMS) that you can edit yourself.
2. Writing for the web and mobile world.
3. Well-designed, eye-catching graphics and photos.
7 Must Haves for An Effective Nonprofit Website
4. Simple, consistent navigation.5. Subscribe to our e-news button.6. Social media icons.7. Donate Now button visible on
each page. (Red converts better than gray.)
5 Must Haves for Effective Donate Now Pages
1. Has organization’s branding.2. Opt-in option for e-newsletter.3. Option to give monthly or
quarterly.4. Option to give in someone else‘s
name or to make a gift donation.5. Designed for expediency.
The Importance of Email
• Email is not dead. It has the highest ROI of all marketing tools used by nonprofits. (American Marketing Association)
• Not really a “newsletter” anymore –more of an “e-bulletin”.
• Services: Constant Contact, iContact, MailChimp (WordPress)
• NOT OUTLOOK! No attachments!• 20% open rate is average.
Best Practices for Nonprofit Emails
• SIMPLE and easy to navigate• 500 words or less – if you have
more to say, start a blog.• Donate Now Button• Social media icons• Make it personal and human• SUBJECT LINE is vital!!!
Best Practices for Nonprofit Emails
• Industry best practice: Send 1 to 3 e-bulletins/news per month and up to 6 fundraising appeals/year
• Never send on a Monday moring or a Friday.
• Don’t send them like clockwork – mix it up.
• Testing is always good to do!
Social Media and Nonprofits
• Social media is not the best channel for fundraising.
• It works for socializing, educating and bringing new people into the fold.
• Building trust and building relationships.
Social Media and Nonprofits
• Extension of donor relations – research, stewardship, cultivation, connection.
• Public awareness• Transparency and accountability• “Why would anyone care”?
(We know why! But can we convery it?)
Tweet: @JuliaCSocial
Facebook Ladder of Engagement
From: http://social.razoo.com/2012/10/the-facebook-ladder-of-engagement/
Case Study – National Wildlife FederationOil rig exploded in the Gulf.They used their website, social
media and their blog to post resources and facts on the oil spill and it’s direct impact on wildlife.
Used all channels plus text-to-give to raise money for wildlife rescues.
From: http://communityorganizer20.com/2013/04/10/implementing-social-change-anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/
Case Study – National Wildlife FederationUsed video and Flickr to visually
document the impact that the oil spill was having on wildlife.
**Empowered NWF staff to get content (photos, stories).**
Their audience was looking to them for this information and updates.
From: http://communityorganizer20.com/2013/04/10/implementing-social-change-anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/
Case Study – Iraq & Afghanistan Veterans of America
Build community online through multiple channels.
Push Instagram photos to Facebook, tie it all together.
Streamlined website.They make it clear how you can join
them and help.
From: http://communityorganizer20.com/2013/04/10/implementing-social-change-anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/
Now it’s time for… FGE (Frequently Given Excuses)!
“My nonprofit is too small.”
There are many small nonprofits, even ones with only one staff member, who communicate very well with donors.
Do not get hung up on the TOOLS or the shiny new object syndrome, focus on a “less is more” strategy.
“My nonprofit can’t use client stories or photos.”
You need to get creative. We are living in a visual world. You
can hide your head in the sand and deny it, or you can get creative and tell your success stories in interesting ways.
“My nonprofit doesn’t have a sexy cause, like animal shelters.”There is an important reason that
your cause exists – right? Small and niche causes can
sometimes have an advantage because their supporters are dedicated and vocal. Use these supporters as a focus group to find out what resonates with them.
In Conclusion
Fear is counterproductive.Interacting with supporters is never
a waste of time, no matter the channel.
It’s not about you – it’s about those that you serve and the impact that you are having.
Important Nonprofit Resources
Beth Kanter – www.bethkanter.orgHeather Mansfield –
www.nonprofitorgsblog.orgDebra Askanase –
www.communityorganizer20.com
John Haydon – www.johnhaydon.com
Read this book!
And these two!
Contact Me
[email protected]@JuliaCSocialhttp://www.jcsocialmarketing.comhttp://www.facebook.com/jcsocialmarketing