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

Creating Competition

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

• Email

• 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

Photos

• Frontal views

• Be mindful of facial expressions

• Engaging activity

The Toolkit & Design

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

Email

• 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

Questions???