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TRANSCRIPT
ELEVATE YOUR MESSAGE
Dig Deep to
OVERVIEW
We market our “why” with multi-channel appeals but our call to action can get lost along the way.
Keep your message on-target and front of mind with strategies (and a handy guidebook) to get your donors to
“cry from your ‘why’”.
Christina Nichols, CFREVice President of Client Development
Marketing Communication Resource (MCR)
OBJECTIVES
Define your “why” message
Identify your target donor(s)
Choose channels that reach your donors
Consider how to best connect with donors
LET’S START DIGGING FROM THE TOP
LET’S START DIGGING FROM THE TOP
Why are donors inspired to support your institution?
What gives you goosebumps about the work you do?
Have you ever cried about your mission?
INTERACTIVE TIME
WHAT IS YOUR “WHY”?
DO THE WORK
What is your “why”?
Why does your institution exist?
Who do you serve?
What is the impact?
DO THE WORK
1 Minute
2 Minutes
3 Minutes
4 Minutes
What is your “why”?
Why does your institution exist?
Who do you serve?
What is the impact?
SHARE YOUR WORK
Stand up
Grab your Guidebook
Find someone you don’t know
Introduce yourself
Share your institution’s “why”
SHARE YOUR WORK
Stand up
Grab your Guidebook
Find someone you don’t know
Introduce yourself
Share your institution’s “why”
3 Minutes
6 Minutes
WHO CAN HEAR YOU AND DO YOU WANT THEM TO LISTEN?
IDEAL DONOR DEFINITION
Who is your ideal donor?
How does your organization “solve a problem” for your donors?
INTERACTIVE TIME
IDEAL DONOR PERSONA
DO THE WORK
Who is your ideal donor? Demographics
Socio-economic
Day-in-the-life
Give your donor a name
1 Minute
2 Minutes
3 Minutes
4 Minutes
WHERE ARE YOUR DONORS?
DONOR CHANNELS
Channels All Work Together: Front-line Fundraising
Direct Mail
Phonathon
Events
Social Media/Digital
E-solicitations
Day of Giving
MARKETING AND REMARKETING
These are not new concepts
Marketing = identifying your target market and communicating with them in the most effective means possible
Remarketing = tagging those who have shown interest and putting more effort into soliciting them
Channels
Direct Mail
Front-line Fundraising
Phonathon
EventsSocial Media/Digital
E-solicitations
Day of Giving
INTERACTIVE TIME
WHERE ARE YOU?
DO THE WORK
Which channel are you most heavily invested in?
Which channel currently provides the best ROI?
What are some analog ways that you market and remarket to your donors?
Where are your donors?
DO THE WORK
Which channel are you most heavily invested in?
Which channel currently provides the best ROI?
What are some analog ways that you market and remarket to your donors?
Where are your donors?
1 Minute
2 Minutes
ALL TOGETHER NOW…
MAIL AND MULTI-CHANNEL OUTREACH
Market
Mail drives dollars and participation – remains core channel for most
Analyze your donor file
Utilize a variety of pieces that deliver on ROI
Re-Market
Have they given through mail in the past?
Are they lapsing or in danger of lapsing?
Mail supports all channels well
Phone
Digital
Day of Giving
Front-line/Major Gifts
ACQUISITION DIRECT MAIL SAMPLES
UPGRADE/LEADERSHIP DIRECT MAIL SAMPLES
RENEWAL/UPGRADE DIRECT MAIL SAMPLES
MONTHLY/SUSTAINER DIRECT MAIL SAMPLES
STEWARDSHIP/IMPACT DIRECT MAIL SAMPLES
MULTI-CHANNEL MARKETING
