THE DONOR JOURNEY 3 STRATEGIES FOR SUCCESS Rich Dietz TriSummit Solutions @RichDietz Linkedin.com/in/RichDietz 3
SAVE THE DATE! Save the Date: UNA's Annual Conference September 14, 2017 at the Davis Conference Center. "The Ripple Effect: Creating a Culture of Impact" Keynote speaker, Vu Le (author of the blog nonprofitwithballs.com) 2
QUICK POLL Who heard me speak at the UNA Conference? Breakout session? Yes / Both / No 3
HELLO. MY NAME IS RICH Rich has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley. Rich Dietz @RichDietz Linkedin.com/in/RichDietz 4
HAPPY WOMAN S DAY 5
AGENDA Quick Recap from UNA Conference The Welcome Series Online Video Mobile Marketing Q & A 6
The Donor Journey Online Course (Free for UNA members and attendees) 7
QUICK RECAP FROM THE CONFERENCE This is going to be fast hold on to your hats 8
Now close your eyes.
Why? All the same ho-hum experiences.
This leads to poor results and low donor loyalty
Small changes lead to big improvements Donor Loyalty
Engagement + Amazing Experiences (at every stage of the journey) = Donor Loyalty 13
The Donor Journey Taking the time to truly walk in your donor s shoes
Content / Communication Website Donation Form Thank You Follow Up The Donor Journey (Online) A framework to think through each touchpoint 15
THE REST OF THE TALK During the rest of the keynote and the breakout we did a crash course in many strategies to pick from: Impactful thanks Storytelling Showing impact Reducing friction (forms) Most Wanted Response (MWR) The welcome series Online video Amazing content And more
3 STRATEGIES WITH GREAT ROI A few of my favorites 8
THE WELCOME SERIES 32
THE BIG QUESTION: HOW LONG DOES A SUBSCRIBER / DONOR HAVE TO WAIT UNTIL YOU ENGAGE? 19
The First gift from a donor is not money: It s attention - Tom Ahern 20
Donors define oversolicitation as being asked to give again before learning their first gift had an impact - Penelope Burke Cygnus Research Show IMPACT First Eg./ Investment Banker 60 21
4X more OPENS 5X more CLICKS Experian Research The Welcome Series A series of emails automatically trigged by an event (signup, donate, etc.). 22
QUICK POLL Who currently has a Welcome Series for donors? Yes / No / I wish 23
BUILD THE RELATIONSHIP The Welcome Series can help do this The 7 Touches Monthly Newsletter vs. Welcome Series
REMEMBER DONOR LOYALTY 60% donor attrition rate Many reasons for donor attrition Organization did not keep in touch Organization did not let them know how funds were used Donor did not feel connected to the org The Welcome Series is great at addressing those! 25
HOW TO CREATE YOUR WELCOME SERIES 26
MANY TYPES OF WELCOME SERIES New subscriber Event registration/attendees Volunteers Program interest New parents Recurring donor And.. The Donor / Thank You / Impact - Series
AVOID THESE TRAPS Don t ask for money too soon (oversolicitation) Don t bore them to death Don t send them regular emails (yet)
QUICK TIPS Sounds hard.. But it s leveraged time Sign up for other org s lists Get ideas, what works.. But don t copy Automation is the key
EXAMPLE - MAILCHIMP * Automations are only in the paid version of MailChimp
EXAMPLE - ACTIVECAMPAIGN
QUICK TIPS Be real, conversational, passionate Make them feel part of the community Tell Stories! Lots of Stories!
QUICK TIPS Use photos and video (more engaging) Ask for small favors (engagement) Multiple emails in the series 4-5 minimum, add more as you can Test, test, test
TIMING OF WELCOME EMAILS Avg. seems to be 1 email x week More early seems to work well Day 1, 3, 5 and then 1 per week Test, Test, Test
DON T FEAR THE UNSUBSCRIBE Probably not going to be supporter Case study - High vs. low frequency emails 23% more money 31% fewer unsubscribes
WELCOME SERIES CONTENT (Ideas to try remember to test!) The online course will go into these much more in depth 36
MANDATORY EMAILS Welcome / Thank You / What to Expect
MANDATORY EMAILS Tour / Where to Start
MANDATORY EMAILS Impact / The Why
MANDATORY EMAILS Success Stories (Sprinkle these throughout the series)
MANDATORY EMAILS Thank you, Thank you, Thanks again.
OTHER EMAILS TO TEST Staff Spotlight
OTHER EMAILS TO TEST Encourage Engagement
OTHER EMAILS TO TEST Donor Survey
OTHER EMAILS TO TEST Highlight Different Programs
OTHER EMAILS TO TEST Hope and Dreams
OTHER EMAILS TO TEST Others? Use your imagination
ONLINE VIDEO 32
WHY ONLINE VIDEO More affordable and easier than ever More effective / Engaging Social media all about video BEST way to tell your story Visual Storytelling
VISUAL STORYTELLING The power of stories Easier to process and understand
CONTENT IN CONTEXT 46
CREATING AND USING VIDEO 52
KISS KEEP IT SIMPLE STUPID Don t buy expensive equipment Keep it short under 2 min. Keep it focused one main point Call to Action (CTA)
CREATING AN EFFECTIVE VIDEO Planning Production
CREATING AN EFFECTIVE VIDEO Editing Hosting
HOW TO GET BETTER AT VIDEO Do more video! Only way to improve Watch others and imitate Learn more online wistia.com/library
VIDEO PROJECT IDEAS Success stories Interviews Staff, clients, State Rep Video Tour of Office Staff highlights Seminars / trainings How to / Tips Video Annual Reports Holiday messages Sky s the limit
EXAMPLE VIDEO PROJECT Project: Staff Story 1. Talk to staff about their favorite stories 2. Refine story using Laws of Storytelling 3. Capture story on video (your phone) 4. Publish on YouTube 5. Share via social media 6. Engage your Social Media Army 7. Measure your analytics 8. Adjust/tweak and do it again
NOW USE THEM EVERYWHERE Incorporate into current marketing Blog, twitter, facebook Search Engine Optimization (SEO) Email marketing Video donation page
VIDEO EXAMPLES 60
EXAMPLE Rosebudbgc.org Rosebud Reservation
EXAMPLE Unexpected but powerful https://www.youtube.com/watch?v=3o05nys6hwq
EXAMPLE The Interview: You can get these anywhere, anytime just need a phone. Interview with State Representative
MOBILE MARKETING 32
WHAT IS MOBILE MARKETING Wikipedia Marketing on or with a mobile device Mobile Marketing Assoc. a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
WHY MOBILE 90% of US population has mobile 67% have use smart phone everyday for last 7 days 83% don t leave home without Now more mobile traffic than desktop
WHY MOBILE MARKETING Mobilegeddon Removing sites from mobile search Different results for mobile Google seems to prefer Mobile Responsive Design
TYPES OF MOBILE MARKETING 68
TYPES OF MOBILE MARKETING Mobile website Mobile email Mobile giving Text / SMS messaging QR codes Smart phone apps Mobile advertising
WHERE TO START? Our suggested order Beginner / Intermediate Mobile email Mobile website Mobile donation form Advanced (maybe not necessary) QR codes SMS / Text Text2Give Mobile Apps
MOBILE FRIENDLY WEBSITE Tipping point More mobile than desktop now Need your site to look good and usable on mobile Probably time to update anyways.. Right? Mobile Responsive
MOBILE FRIENDLY WEBSITE How do get your website mobile responsive? May need help with this one Options... DIY Online builder Upgrade to a CMS (WordPress)
MOBILE EMAIL Use a mobile friendly template The stats 82% check and send email on mobile 61% close or delete if not mobile friendly Very easy if choose the right template Really goes hand in hand with the website Don t do one without the other
MOBILE DONATION FORM Simply making it easy to donate via mobile Responsive donation pages get 34% more gifts When choosing a donation provider ask about mobile
WRAP UP 32
Donor Journey Audit Get honest feedback AUDIT RULES Ask them to complete actions, then Watch and listen NO interference 76
HOMEWORK Audit your Donor Journey (mobile too) Pick 1 idea or strategy to test Take Action! Track results Rinse and repeat 66
The Donor Journey Online Course (Free for UNA members and attendees) 78
More help is on the way It s why we created TriSummit Solutions 79
Q&A Slides will be emailed to you tomorrow Keep an eye on your inbox for some great stuff coming Interested in WordPress? Join me tomorrow: buff.ly/2mjcd3k Rich Dietz Rich@TriSummitSolutions.com @RichDietz Linkedin.com/in/RichDietz Thank you, UNA! Take Action! 80