Best Charity Forever A guide for long term donor cultivation Your BFFs Today Dolores McDonagh Principal Consultant Matthew Mielcarek Vice President Creative amp Strategy Practice Why Cultivation Matters ID: 270310
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Slide1
Becoming their BCF (Best Charity Forever)
A guide for long term donor cultivationSlide2
Your BFFs Today
Dolores McDonagh
Principal Consultant
Matthew Mielcarek
Vice President, Creative & Strategy PracticeSlide3
Why Cultivation Matters
As many as 3 of 4
new donors never make another gift
Over the 10 years, there has been a shift in key fundraising metrics.Cost of donor acquisition is on the riseSlide4
Why Cultivation Matters
As many as 3 of 4
new donors never make another gift
Over the 10 years, there has been a shift in key fundraising metrics.Cost of donor acquisition is on the riseSlide5
Why Cultivation Matters
As many as 3 of 4
new donors never make another gift
Over the 10 years, there has been a shift in key fundraising metrics.Cost of donor acquisition is on the riseLower ROI = reduced investment in finding new donorsSlide6
By understanding your most engaged supporters and giving them the relationship THEY want to have, you are better positioned to stem the “leaky bucket” phenomenon.
Why Cultivation MattersSlide7
1,022 people donating in the last 12 months
Participants asked how they prefer to
engage with nonprofits they support.
Getting to Know Your Best DonorsSlide8
How? Be the constituent’s BCF
BCFSlide9
47% of donors give the majority of their money to their BCF30% of constituents fundraise for their BCF at least once a year
Constituents with a BCF tended to leverage multiple digital access points (website, email and social media)
BCF BenefitsSlide10
Measure, Refine, Repeat:
Understand what is working, adjust, and try again
How do I become the BCF?
Make It Real: Identify where your focus will be and create your strategy
Take Stock:
Assess the current state of your organization’s assets and audienceSlide11
Take Stock: How good is your web site?
Where To Start:
Recognize the in and out doors of your site
Understand how visitors move through your site
Identify content types that receive more engagement
Be aware of the visuals you offer35% of donors report visiting a charity’s Web site from a few times per year to daily.Slide12
Donor Centric Web CopySlide13
Take Stock: Are you being social?
Where To Start:
Track your social metrics over 12 to 18 months to see if spikes in engagement tie to other marketing efforts
Analyze your social content to see if it is formatted to fit the social medium
Look for content that received high engagement to identify the best content types
54% of donors are willing to talk to friends and family about their favorite organization.Slide14
Take Stock: Are your emails working?
Where To Start:
Look back over the last 12-18 months to determine averages for open, conversion, and participation rates
Identify messages that performed well and determine why
Asses your use of automated email series and their effectiveness
51% of donors get information about their favorite charity from an enewsletter.Slide15
Welcome Series
15Slide16
Take Stock: What message are you sending?
Where To Start:
Analyze the content of all your channels to be sure it includes statements of your impact
Be sure you content speaks directly to your main segments
Try A/B testing to identify the best possible messages
Use analytics to measure the most engaging messages21% of donors say they were never thanked.Slide17
Email “thank you”employing video
Make Your Thank You MemorableSlide18
Make Your Thank You MemorableSlide19
Make Your Thank You MemorableSlide20
Take Stock: Are you using all channels?
Where To Start:
Analyze each of your media assets for fit on multiple channels and devices
Compare the audiences for each media channel to identify overlaps and gaps
Identify any missing content types and channels that appeal to your audiences
13% preferred learning about volunteering via visiting Web site from mobile device.Slide21
Pulse Check
Which “Take Stock” Area is Your Highest Priority Right Now?
Understanding your Website Traffic
Understanding Email EffectivenessMessagingLeveraging Social MediaMulti-ChannelSlide22
How do I become the BCF?
M
ake It Real:
Identify where your focus will be and create your strategyTake Stock: Assess the current state of your organization’s assets and audienceSlide23
Make It Real: Campaign Calendar
Start with you own organization’s calendar
Flag major holidays
Add seasonality to your engagement offersStay flexible and nimbleToday6 Months12 Months18 MonthsSlide24
Engagement Level
Frequency
Breadth
RecencyPassiveOnceClicked on 2+ email12 monthsActiveTwiceClicked on 2+ email and took action on engagement activity12 monthsVery ActiveThree +Clicked on 2+ email and took action on engagement activity6 monthsMake it Real: Segmentation ExampleSlide25
Make It Real: Tailored Campaigns
A tailored approach will enable you to explore how different segments are performing in terms of acquisition, attrition, engagement, and conversionSlide26
Make It Real: Start Measuring
Succeed or Fail, Informatively
Before you do anything, know how you’re going to measure it and what success looks like
AudienceContent Access?Content EngagementConversions# of useable postal addressEmail open and click through ratesWeb site visits# conversions by type# of useable email subscribersSocial media views and reachVisits to conversion pages# conversions by channel# of fans/followers on each social site where you maintain a presenceUnsubscribe rate
# of retweets and mentions# conversions by source
# of Facebook comments and sharesValue of conversions by type, channel, and sourceSlide27
Measure, Refine, Repeat:
Understand what is working, adjust, and try again
How do I become the BCF?
Make It Real: Identify where your focus will be and create your strategySlide28
Measure, Refine, Repeat: Look Back
Periodically, step back and evaluate the effectiveness of your efforts thus far. After all, you established your baselines for just this comparison
Measure the response to your engagement campaigns
Compare to your benchmarks to understand growthSegment the people who responded
Note the characteristics of the people who engaged and what they engaged with
Look at past behavior of this segment alongside past marketing efforts to identify opportunitiesSlide29
Measure, Refine, Repeat: Most/Least
Ever heard the saying, “I wish I had 10 more like him?” Well, you have to know who
he
is before you can say that.
What does your most engaged segment look like?
How do they prefer to engage with you?How did they evolve over time?
What does your least engaged segment look like?
How is that different from the most engaged?
Can you affect change on them?Slide30
Measure, Refine, Repeat: Look Closer
Look hard to find the cross-promotional and upsell opportunities that take campaigns to the next level
Cross-promote
Ask activists to donateAsk donors to shareAsk sharers to actUpsellOne time donors to monthly sustainers
Event donors to event participantsEvent participants to team captainsSlide31
Measure, Refine, Repeat:
Understand what is working, adjust, and try again
How do I become the BCF?
Make It Real: Identify where your focus will be and create your strategy
Take Stock:
Assess the current state of your organization’s assets and audienceSlide32
Charity Dynamics Can Be Your BFF
Strategy and Benchmarking
Implementation, Execution, and Assessment
Digital Donor Engagement BenchmarkingDigital Donor Engagement StrategyEngagement Website Design Assessment
E-Communication Strategy
Donor Engagement AssessmentChannel IntegrationWelcome Series Implementation
Engagement CampaigningSlide33
Contact Information:
matt@charitydynamics.com
DMcDonagh@charitydynamics.com
Questions?