Social and Web 2.0 technologies have changed not just how we market and promote our programs and services, but also how we manage and lead our organizations, and how we build communities and create movements. Understanding the multichannel landscape is more important than ever before, as the pace of change is growing exponentially. Email communications, social media, and mobile are important, but how will they help your nonprofit and the issues you work on every day? Most importantly, how the heck do you integrate and utilize these tools successfully without losing your mind? This FREE seminar will help you answer these questions, and will guide you through the planning and implementation of online multichannel strategies that will spark advocacy, raise money and promote deeper community engagement in order to achieve social change in real time.

1. Multichannel Strategies for
Nonprofits: How To Use Online
Tools to Raise Money, Awareness
and Support for Your Organization
The Nonprofit Net, Inc.
Cary Memorial Library
May 22, 2013

2. VIDEO – Online/Social Media
Statistics 2013
•http://www.youtube.com/watch?fe
ature=player_embedded&v=QUCfFcc
hw1w#!

3. Why “Multichannel”?
Web and mobile have changed
everything.
You must use a variety of tools to
reach your donors where they are,
not where you want them to be.

4. How Nonprofits Rank
Communications Channels in 2013

5. What Is “Multichannel”?
This can mean blogs, emails, direct
mail, social media, text campaigns,
events.
Multichannel means an integrated
team and not a staff member that
operates in a silo.

8. Multichannel Campaigns
A campaign is not a
one-off email or
mail appeal.
It is a series of
messages that tell a
cohesive story.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

9. Why Multichannel Campaigns
It will present your work as a
relatable story.
It will tell your audience what’s most
important now.
Multiple messages = repetition
which makes your story easier to
remember.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

10. Before You Begin – Get Organized
How are you storing your data?
Raiser’s Edge, Salesforce, Excel?
Who is responsible? Need a team,
committee – not just one person!
Collect stories, photos and videos,
graphics – compelling, visual.
From: http://communityorganizer20.com/2013/04/10/implementing-social-change-
anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/

11. Before You Begin – Walk the Walk
Know your community!
Know who you are targeting.
What resonates with them?
What is important to them?
Do not build a beautiful marketing
campaign that isn’t for them.
From: http://communityorganizer20.com/2013/04/10/implementing-social-change-
anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/

12. What Do Successful Multichannel
Campaigns Include?
1) A clear goal.
• Amount of money to raise
• Amount of signatures to get on a
petition
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

13. Multichannel Campaign Goals
• Based on realistic expectations
• Consider what’s worked in the
past.
• Consider staff time, vendor fees –
what is feasible?
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

14. What Do Successful Multichannel
Campaigns Include?
2) A specific problem that the
campaign exists to solve.
• Crucial bill you need to pass
• Natural disaster
• Clarity is vital – why are you
reaching out now?
• Attention economy
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

15. What Do Successful Multichannel
Campaigns Include?
3) A specific solution.
• The solution is not donating to
your program, it is to deliver
temporary shelters to animals.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

16. What Do Successful Multichannel
Campaigns Include?
Problem: Homelessness has risen
25% in our city over the last year,
resulting in a rising demand for our
free meals and job training services.
We want donors to understand that
every night there are lines of hungry
people outside our door waiting for a
hot meal.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

17. What Do Successful Multichannel
Campaigns Include?
Solution: For every $50 donated, 25
homeless people will get a nutritious
dinner for one week at our soup
kitchen, beginning next week.
Message/Story: Tell the personal story
of a soup kitchen client who has
benefited from eating regularly at our
soup kitchen and participating in our
job training program.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

18. What Do Successful Multichannel
Campaigns Include?
4) A compelling “Hook”.
• Share a compelling story!
• Discuss the immediate need.
• How will donations benefit those
served? What is the tangible impact?
• Urgent deadlines and matching gifts
have higher open rates and larger
average gift amounts.
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

19. What Do Successful Multichannel
Campaigns Include?
5) A CTA (Call To Action).
• What are you asking people to do?
• Donate
• Sign a petition
• Tell their friends/spread the word
• Show why these actions advance the
solution
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

20. What Do Successful Multichannel
Campaigns Include?
6) Urgency/Deadline.
• “Help us raise $20,000 to deliver
temporary shelters to Louisiana!"
OR
• "Help us raise $20,000 before
hurricane seasons starts on August 1!"
From: http://www.bigducknyc.com/a_checklist_for_starting_your_next_campaign

21. Communication Channels
Email appeals
Infographics
Welcome email for new donors
Website donation landing pages (thank you message)
Direct mail
Phone-a-thons
Social media
Text-to-give messaging
Online or print advertising to promote the campaign
Fun content that doesn’t ask donors for money
Thank-you messages and campaign updates

22. Each Channel Is Used Differently
Website is where you have the most
control around your brand. (HUB)
Email is where you get most of your
online donations.
Facebook is where you get new donors
and volunteers for your nonprofit.
Direct mail is still very important
though!

24. 7 Must Haves for An Effective
Nonprofit Website
1. Easy to use Content Management
System (CMS) that you can edit
yourself.
2. Writing for the web and mobile
world.
3. Well-designed, eye-catching
graphics and photos.

25. 7 Must Haves for An Effective
Nonprofit Website
4. Simple, consistent navigation.
5. Subscribe to our e-news button.
6. Social media icons.
7. Donate Now button visible on
each page. (Red converts better
than gray.)

26. 5 Must Haves for Effective
Donate Now Pages
1. Has organization’s branding.
2. Opt-in option for e-newsletter.
3. Option to give monthly or
quarterly.
4. Option to give in someone else‘s
name or to make a gift donation.
5. Designed for expediency.

27. The Importance of Email
• Email is not dead. It has the highest
ROI of all marketing tools used by
nonprofits. (American Marketing
Association)
• Not really a “newsletter” anymore
–more of an “e-bulletin”.
• Services: Constant Contact,
iContact, MailChimp (WordPress)
• NOT OUTLOOK! No attachments!
• 20% open rate is average.

28. Best Practices for Nonprofit Emails
• SIMPLE and easy to navigate
• 500 words or less – if you have
more to say, start a blog.
• Donate Now Button
• Social media icons
• Make it personal and human
• SUBJECT LINE is vital!!!

30. Best Practices for Nonprofit Emails
• Industry best practice: Send 1 to 3
e-bulletins/news per month and up
to 6 fundraising appeals/year
• Never send on a Monday moring or
a Friday.
• Don’t send them like clockwork –
mix it up.
• Testing is always good to do!

31. Social Media and Nonprofits
• Social media is not the best
channel for fundraising.
• It works for socializing, educating
and bringing new people into the
fold.
• Building trust and building
relationships.

32. Social Media and Nonprofits
• Extension of donor relations –
research, stewardship,
cultivation, connection.
• Public awareness
• Transparency and accountability
• “Why would anyone care”?
(We know why! But can we
convery it?)

33. Facebook Ladder of Engagement
From: http://social.razoo.com/2012/10/the-facebook-ladder-of-engagement/Tweet: @JuliaCSocial

34. Case Study –
National Wildlife Federation
Oil rig exploded in the Gulf.
They used their website, social
media and their blog to post
resources and facts on the oil spill
and it’s direct impact on wildlife.
Used all channels plus text-to-give to
raise money for wildlife rescues.
From: http://communityorganizer20.com/2013/04/10/implementing-social-change-
anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/

35. Case Study –
National Wildlife Federation
Used video and Flickr to visually
document the impact that the oil
spill was having on wildlife.
**Empowered NWF staff to get
content (photos, stories).**
Their audience was looking to them
for this information and updates.
From: http://communityorganizer20.com/2013/04/10/implementing-social-change-
anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/

36. Case Study – Iraq & Afghanistan
Veterans of America
Build community online through
multiple channels.
Push Instagram photos to Facebook,
tie it all together.
Streamlined website.
They make it clear how you can join
them and help.
From: http://communityorganizer20.com/2013/04/10/implementing-social-change-
anytime-everywhere-q-a-with-amy-sample-ward-and-allyson-kapin/

37. Now it’s time for…
FGE (Frequently Given Excuses)!

38. “My nonprofit is too small.”
There are many small nonprofits,
even ones with only one staff
member, who communicate very
well with donors.
Do not get hung up on the TOOLS or
the shiny new object syndrome,
focus on a “less is more” strategy.

39. “My nonprofit can’t use client
stories or photos.”
You need to get creative.
We are living in a visual world. You
can hide your head in the sand
and deny it, or you can get
creative and tell your success
stories in interesting ways.

40. “My nonprofit doesn’t have a sexy
cause, like animal shelters.”
There is an important reason that your
cause exists – right?
Small and niche causes can sometimes
have an advantage because their
supporters are dedicated and vocal.
Use these supporters as a focus
group to find out what resonates
with them.

41. In Conclusion
Fear is counterproductive.
Interacting with supporters is never
a waste of time, no matter the
channel.
It’s not about you – it’s about those
that you serve and the impact
that you are having.

42. Important Nonprofit Resources
Beth Kanter – www.bethkanter.org
Heather Mansfield –
www.nonprofitorgsblog.org
Debra Askanase –
www.communityorganizer20.co
m
John Haydon –
www.johnhaydon.com

43. Read this book!

44. And these two!

45. Contact Me
julia@jcsocialmarketing.com
978-578-1328
@JuliaCSocial
http://www.jcsocialmarketing.com
http://www.facebook.com/jcsocial
marketing