dm24 2017 capacity building session 6
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Do More 24Capacity Building and
Strategy Training Series
Session #6:
Final preparations – it’s go time!May 11, 2016
• Review of Do More 24 strategies
• Goal Setting
• Segmentation
• Donor outreach
• Marketing and social media
• Final questions
Agenda
• Remember:
• Connect with your donors - It’s not “dollars out there”
• Create the “achievable victory for your organization”
• Make your goals SMART, fun, aggressive, and tied to your mission.
• Always have a backup, secondary goal
Goal Setting
For each goal create a
strategy to include:
WHAT, WHO, HOW, and WHY
• WHAT = the SMART goal
• WHO = the UNIVERSE
• HOW = how you’re going to engage them
• WHY = their motivation for funding the goal
Strategy
• Define your donor segments based on data
• Creating your segments
• User defined levels
• Collapse and combine as needed
• Examples: Board, major donors, volunteers, etc.
• Create the “HOW” and the “WHY” for each segment
Strategy
• For each segment, remember:
• Who do you need to leverage?
• What are the asks?
• Personal give and get goals (their gift plus 12 others)
• Maybe for matching funds (for top donors or board)
• Ambassador
• What is your outreach strategy?
• Emails, meetings, social media, etc.
Strategy
Strategy for Prizes
• New leaderboards
• Clarity for standings according to segment (over $1mm/under$1mm)
• Creates more competition among top five for each segment
• How does it impact strategy for top five in segments?
• In outreach, identify your standing and proximity of competitors
• Increase your outreach during the day – social media and emails
• Competition will increase your donors’ desire to help, equip them through your outreach
• Hourly prizes
• Stay focused and drive the message
• Repetition is your friend
Creating Competition
Creating Competition
Strategy for Advanced Giving
• New Advanced Giving option
• People love what you do...they want to give...but they forget
• Configure outreach to include Advanced Giving options
• In outreach, highlight the AG option:• Here’s your chance to show the love...without forgetting!
• Give today to opt out for June 8...
• Give today and fundraise for us tomorrow!
• Build a focus on the AG prize
• Would your donors be responsive to AG?
• Would they like getting a jump on the competition?
General Outreach Calendar
• One month out:
• Send a “save the date” via letter, postcard, email, social media
• Two weeks out:
• The first ask for give and get
• Send via letter, phone, email, social media
• One week out:
• Last chance for a postcard or letter if you want to send it
• The second ask for give and get
• Send via email, social media, calls, and/or mail
• Share the excitement, again with leadership and matching funds. What’s the outcome of achieving your goal going to be?
Donor Outreach
General Outreach Calendar (con’t)
• Two days before:
• Reminder that Do More 24 is almost here and that you would be honored to have them make a contribution and share the opportunity to invest with their friends, family, neighbors, and colleagues
• Keep it fun and straightforward, highlight any matching funds
• One day before:
• Send one email and share with everyone a rough draft of your email schedule and a note to be patient as we try to achieve our goal (reiterate it) and that things will return to normal the day after.
Donor Outreach
General Outreach Calendar (con’t)
• The Big Day – June 8, 2017
• Midnight email announcing that giving has commenced along with your goal, leadership funds, and matching funds.
• Early morning emails (6-9 am to catch people arriving at work)
• Mid-morning update (10:30am)
• Lunch time update (noonish to catch people on lunch break)
• Mid-afternoon update (3:30)
• Drive-time update (5:30)
• Evening update (8:00 to catch people winding down)
• Final push (11:00-midnight for the final rounds)
Donor Outreach
General Outreach Calendar (con’t)
• Follow up to Do More 24
• Remember: Do More 24 does not end on June 8th – you need to properly thank and steward your donors immediately after the event
• Thank everyone – an email to everyone on your list announcing your victory and, if needed, a thank you for enduring the flood
• Start merging and printing a thank you letter to sign and mail to each donor
• Personal outreach (phone call, email, etc.) to Board members and top donors who participated
• In your thank you email, give people the immediate option to opt out of your list
Donor Follow Up
Marketing Review
• Collecting and telling stories
• Photos & graphics
• Make the Do More 24 branding work for you
• Planning content and messaging
• Editorial Calendar
• Social media
• Find stories that will best inspire your audience
• Find stories that are passionate
• Stories of individuals story have more impact than a story involving multiple people
• Make sure you have a signed release form for anyone who appears in your photos
Collecting Stories
What’s Inside:
• Do More 24 Branding elements• Do More 24 logos• Templates• Nonprofit Toolkit • Company Toolkit• Chamber of Commerce Toolkit• Marketing Materials• Widgets
• Go to Canva.com• Sign up for free to easily
create and download graphics
• Multiple formats: social media platforms, flyers, postcards
• Templates• Stock Photography
Creating Graphics with Canva
Planning Content• Create an editorial calendar
for emails and social media posts (use our example in the Nonprofit toolkit)
• Have everything ready in advance and use tools like Facebook publisher or Hootsuite to pre-schedule
• Incorporate your email outreach into your editorial calendar.
• If you haven’t already, send your donor base and supporters a
“Save the Date”
• Begin the meat of your strategy about a month out
• Let them know about your goal
• Use the stories you’ve been collecting
• Make sure your emails have a clear call to action and make sure
to test the links
Email Tips
• Find an easy to use email platform like Mail Chimp
• Use email to share your unique link on domore24.org
• Don’t over write: Make your message clear and your call to action easy to execute with links and buttons
• Find your influencers to help get others on board
• Thank your sponsors!
• Thank your donors!
• Share partner posts.
Social Media
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