16ntc: use the news
TRANSCRIPT
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Use The News
Whitney Broadwell
International Medical Corps
Wendy Marinaccio Husman
Mal Warwick | Donordigital
How To Fundraise When The Media Spotlight
Shines on Your Organization’s Mission
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Housekeeping
Collaborative notes: http://po.st/opportunity-16NTC
Get social with us! #16NTCopportunity
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International Medical Corps
Whitney Broadwell
Senior Resource Development Officer
International Medical Corps
Global nonprofit dedicated to saving lives and relieving suffering through health care training and relief and development programs
Strive to be first there, no matter where to provide medical care to survivors of disaster, disease and war and conflict – often within 24 hours
Train local health workers and rebuild health care infrastructure
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Mal Warwick | Donordigital
Wendy Marinaccio Husman
Account Director
Donordigital
Integrated, multi-channel strategy
High-level and granular analysis
Full copywriting and design creative service
Production and management services
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Use the news
Prepare a fundraising and communications
plan in advance
Implement that plan as quickly as possible
when your mission is in the spotlight
Leverage unexpected events into more
supporters for your organization
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Carpe momentum!
Be prepared logistically Contact information
Approvals
Templates
Know your goals
Have something in your back pocket
Build on successful strategies
Be creative
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Speed is the critical factor
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Speed is the critical factor
You are competing with others for attention, so the perfect is the enemy of the good.
In many cases, you are competing with other nonprofits for donations.
Make quick decisions
Get buy-in ahead of time for a quick approval process
Success after one event increases the likelihood of success in the next one, because your supporters, email list, and media outlets will look to you again.
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Digital fundraising channels are a perfect fit
Website
Email messages
Facebook – organic posts (& promoted posts)
Facebook – ads
Search marketing – Google Grant, paid ads
Mail & phones are great but less nimble
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Sample Emergency Response Plan
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Sample Emergency Response Plan
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Be nimble
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How to be nimble
Emergency email template
Donation form ready to clone
Pre-approved media budgets for paid ads
Social media strategy
Online/social media ads template
Don’t forget back-end operations!
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Donation Form Example
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Grow Your Email File
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Tap Into Powerful Partnerships
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The Power of Oprah!
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The Power of Oprah!
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The Dude Abides
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Common pitfalls
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Approval process is too long
Too many people
Too much second-guessing
Creating everything from scratch each time
Not tracking your performance
Common pitfalls
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Communications/PR team ready to pitch your
organization to media outlets
Agreements with celebrities or corporate sponsors
regarding their support
Offline direct response strategies:
Direct mail urgentgram
Telemarketing vendor agreements & scripts prepared
Take it to the next level
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Recipe to drop a mailing quickly:
Printing done and held at mailshop
Monthly data files sent to mailshop
Postage payment plan set up
Copy written immediately & lasered
Choose segmentation
We were able to drop this mailing the Monday after the Nepal earthquake hit (approx. 40 hours)
Mail “Urgentgram”
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Ensure you have source coding/tracking
systems in place so you are able to track your
success
More…? Example of metrics spreadsheet?
Tracking your efforts
NEPAL RESTRICTED FUNDING
*Cash Received
Online Gift Count Average Gift Amount
Main Nepal Donation Page/Email 2722$ 110.67 $ 301,244.76
Facebook Landing Page 8227$ 71.67 $ 589,664.50
Nepal Press Release Landing Page 598$ 120.84 $ 72,264.56
Facebook Ads 111$ 62.61 $ 6,950.00
Google Search Ads 17$ 46.76 $ 795.00
Google Display Ads 17$ 46.29 $ 787.00
Bing Display Ads 3$ 293.33 $ 880.00
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Case Study: Nepal Earthquake
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Saturday
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Sunday
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Monday
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Tuesday
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Tuesday + beyond…
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Tuesday + beyond…
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A Note About Self Care
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Second gift conversion after a media event
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Thank donors immediately after they donate
Ensure they are tracked by people interested
in that event and with the method they joined
Follow up to keep donors updated with news
of your efforts on the topic they joined on
Steward them regarding how their gift helped
After a media event: donors
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Welcome Series
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New donor welcome seriessecond gift conversion
Include the topic they donated to
Monthly giving ask
Incorporate their topic of interest in future email appeals
Include these donors in future mail appeals
Renewing these donors
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Renew as acquired
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Monthly ask
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Welcome series
Ensure they are tracked
Follow up to keep donors updated with news
of your efforts on the topic they joined on
Mention the way they joined in appeals
After a media event: non-donors
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Let your supporters know where their
money/time went
Videos – news stories, in-house, external
partners
Reports – 1 month, 3 month, 6 month
Nepal follow-up
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Helpful tools
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Social share
Easily create social sharing
code for free on our website:
www.donordigital.com/socialshare
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Response significance
Ensure your tests have a statistically significant
response
90% confidence indicates a 10% chance the
result is not significant; best to be at 95%+
Use our calculator:
http://malwarwick.com/response-significance-
calculator/
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Take-Aways
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Take-Aways
Don’t let an opportunity pass your organization
by
Always be prepared
Know what you’re authorized to do
Track your efforts
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Questions?
Please take the survey: http://po.st/ncF7Xj
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Call us anytime!
Whitney Broadwell
(202) 828-5155
www.internationalmedicalcorps.org
Wendy Marinaccio Husman
(510) 473-0366
www.donordigital.com