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Developing a Marketing Plan for Your Monthly Giving Program

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https://bloomerang.co/resources/webinars/

John Haydon will show you how to start or refresh your monthly giving program and offerings, find new monthly donors right under your nose, and get them to join your program now, not later.

Publicada em: Governo e ONGs
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Developing a Marketing Plan for Your Monthly Giving Program

  1. 1. Topic expert: John Haydon DEVELOPING A MARKETING PLAN FOR YOUR MONTHLY GIVING PROGRAM Developing a Marketing Plan forYour Monthly Giving Program
  2. 2. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Here’s what you’ll learn today: 1. Why monthly giving 2. How to create a compelling brand for your monthly giving program 3. Finding monthly giving prospects in your database 4. How to promote your program to“hot”prospects with email automation 5. How to promote monthly giving all year long without being annoying
  3. 3. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program 1. WHY MONTHLY GIVING?
  4. 4. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program The 2017 Fundraising Effectiveness Project report summarizes data from 10,829 nonprofit organizations. For the past 10 years, donor retention rates have been far below 50%. 1.Dramatically improve donor retention
  5. 5. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program The 2017 Fundraising Effectiveness Project report summarizes data from 10,829 nonprofit organizations. 1.Dramatically improve donor retention But retention rates for monthly donors is 90%!
  6. 6. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program On average, monthly donors give 45% more per year than 1st time or repeat donors. 2.Increase lifetime donor value
  7. 7. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Remember that donor who promised a large check this month? 3.Creates predictable revenue
  8. 8. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Predicting revenue is easier with recurring revenue. 3.Creates predictable revenue
  9. 9. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Retention is 5X cheaper than acquisition. A 90% retention rate drives the cost of retention even lower. 4.Lowers fundraising costs
  10. 10. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Automated giving allows you to focus on building deeper relationships with monthly donors. 5.Ask less, treat your donor like a partner
  11. 11. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program 2. CREATE A COMPELLING BRAND FOR YOUR MONTHLY GIVING PROGRAM
  12. 12. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program WHO WILL OWN IT?
  13. 13. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Why your monthly giving program needs a brand 2. Create a compelling brand for your monthly giving program •Recognizable •Exclusive •Important
  14. 14. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Human beings are joiners - I’m in/out of the group Your monthly giving program must emphasis exclusivity: •Member of group •Access •Opportunities 2. Create a compelling brand for your monthly giving program
  15. 15. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program 1. Start with your mission. Remember that? Your monthly giving program helps donors play a bigger role in your mission. What role will they play in your organizations mission? 2. Create a compelling brand for your monthly giving program
  16. 16. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program 1. Start with your mission. Remember that? “Funding and fighting for economic, environmental & social justice” (from mission statement). 2. Create a compelling brand for your monthly giving program
  17. 17. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program 2. Define your ideal monthly donor Not everyone will be interested in your monthly giving program. But the ideal prospects are in your database! 2. Create a compelling brand for your monthly giving program
  18. 18. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Look at your donor data. How many donors in each segment? Where is the opportunity? Segment Interest Ask Gave 1X in the last year Willing and able to give Join monthly program Gave 2X in the past year Has gone beyond impulse giving Join monthly program Monthly donors Member of special group Special gift / upgrade monthly By gift level Doesn’t reflect interest, only ability to give Level up Non-donors Haven’t given yet Join monthly program 2. Define your ideal monthly donor 2. Create a compelling brand for your monthly giving program
  19. 19. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program •First-timedonors •Monthlydonors 3. Create a separate page for monthly giving 2. Create a compelling brand for your monthly giving program
  20. 20. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program The name should make donor feel like they belong to an exclusive of super- heroes. Identify donor as: •Champion •Guardian •Partner •Sustainer •Defender •Agitator •Connect it to your mission! •ASK: What would donors want to call themselves? 2. Create a compelling brand for your monthly giving program 4. Name your program
  21. 21. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program The name should make donor feel like they belong to an exclusive of super- heroes. Identify donor as: •Champion •Guardian •Partner •Sustainer •Defender •Agitator •Connect it to your mission! •ASK: What would donors want to call themselves? 2. Create a compelling brand for your monthly giving program 4. Name your program
  22. 22. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Communicating bite-sized impact: •Makes donor feel their gift matters •Connects donors directly to impact •Makes donor the hero 2. Create a compelling brand for your monthly giving program 5. Create bite-sized products
  23. 23. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Examples 2. Create a compelling brand for your monthly giving program
  24. 24. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Examples 2. Create a compelling brand for your monthly giving program
  25. 25. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program 3. FINDING MONTHLY GIVING PROSPECTS IN YOUR DATABASE
  26. 26. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program 3. Finding monthly giving prospects in your database
  27. 27. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Look at your donor data. How many donors in each segment? Where is the opportunity? Segment Interest Ask Gave 1X in the last year Willing and able to give Join monthly program Gave 2X in the past year Has gone beyond impulse giving Join monthly program Lapsed donors Who knows? Could be long shot By gift level Donors who gave $50 or less are the ideal prospect Level up Donors 3. Finding monthly giving prospects in your database
  28. 28. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Donor commitment survey (scale of 0 -10): •I am a committed [org name] donor •I feel a sense of loyalty to [org name] •[org name] is my favorite charitable organization Developed by Roger Craver and DonorVoice Donors 3. Finding monthly giving prospects in your database
  29. 29. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program •Board members? •Volunteers? •Vendors? •Staff? Who else? 3. Finding monthly giving prospects in your database
  30. 30. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program 4. HOW TO PROMOTE YOUR PROGRAM TO“HOT” PROSPECTS WITH EMAIL AUTOMATION
  31. 31. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Team Rubicon •1st-time donors •Returning donors •Major donors •Lapsed donors •By donation amount •By program Write a new donor welcome series to promote monthly giving 4. Promote your monthly giving program to“hot”prospects with email automation
  32. 32. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Write a new donor welcome series to promote monthly giving 4. Promote your monthly giving program to“hot”prospects with email automation
  33. 33. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program ORGANIZATION IMPACT DONOR NOPE YES Keep the spotlight on the donor and their impact • Make the donor the hero in your emails • Replace“I”with“You”- second person narrative • Emphasize the impact the donor made, not how much money they gave Write a new donor welcome series to promote monthly giving 4. Promote your monthly giving program to“hot”prospects with email automation
  34. 34. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Email #1)Thank them for their donation A)Message content: Say thank you, talk about the impact they just made. B)Timing: Send immediately. C)Next action: Share your awesomeness (and this campaign) with your friends. Write a new donor welcome series to promote monthly giving 4. Promote your monthly giving program to“hot”prospects with email automation
  35. 35. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program A)Message content: Thank again, update them on their impact. B)Timing: Create a rule to automatically sends these messages 7-14 days after the first gift was made. Remove contacts who join your program. C)Next step: Encourage donor to make an even bigger impact by joining your monthly giving program. Email #2) Sell your monthly program Write a new donor welcome series to promote monthly giving 4. Promote your monthly giving program to“hot”prospects with email automation
  36. 36. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program A)Message tone: Thank them for their gift, remind them how import their role is. B)Timing: Create a rule to automatically sends these messages 30 days after the first gift was made. Remove contacts who join your program. C)Next step: Encourage donor to make an even bigger impact by joining your monthly giving program. Email #3) Ask again Write a new donor welcome series to promote monthly giving 4. Promote your monthly giving program to“hot”prospects with email automation
  37. 37. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program More examples: Write a new donor welcome series to promote monthly giving 4. Promote your monthly giving program to“hot”prospects with email automation
  38. 38. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program 5. HOW TO PROMOTE YOUR PROGRAM ALL YEAR LONG WITHOUT BEING ANNOYING
  39. 39. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program • Donor happiness and donor retention is everyone’s job • Open each meeting with impact stories • Open each meeting discussing“donor of the month” • Share your storytelling journey - behind the scenes • Make sure board members are following social media accounts 1: Get your board to promote your monthly giving program 5. How to promote your program all year long without being annoying
  40. 40. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program • First-‐time donors who get a personal thank you within 48 hours are 4x more likely to give a second gift (Tom Ahern) • Thank you phone calls will boost retention by 30%. (Roger Craver) • Thank you call from board members within 24 hours will increase their next gift by 39%. (Penelope Burk) 1: Get your board to promote your monthly giving program 4. Promote your monthly giving program to“hot”prospects with email automation
  41. 41. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program • Ask, ask, ask - 85% monthly donors join because they were ASKED • Send a series of challenge campaigns 3-4 times per year • Feature on your homepage during“monthly donor month” • Promote your monthly giving program by snail mail • Staff a member“appreciation station”at your next event • Develop a challenge grant with a major donor 2: Do a major push every quarter to promote your monthly giving program 4. Promote your monthly giving program to“hot”prospects with email automation
  42. 42. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program 4: Promote your monthly giving program every month • Email donors who have given more than once in past year • Offer a limited premium to encourage signups • Feature members of the month on social media • Feature member of the month in your email newsletter • Select one week to feature your program on your website 4. Promote your monthly giving program to“hot”prospects with email automation
  43. 43. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program 4: Promote your monthly giving program every month • Email donors who have given more than once in past year • Offer a limited premium to encourage signups • Feature members of the month on social media • Feature member of the month in your email newsletter • Select one week to feature your program on your website 4. Promote your monthly giving program to“hot”prospects with email automation
  44. 44. Questions? FREE DOWNLOAD: Monthly Giving Strategy Workbook
  45. 45. Topic expert: John HaydonDeveloping a Marketing Plan forYour Monthly Giving Program Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA with clients all across America. Author: Facebook Marketing for Dummies, Facebook Marketing All-In-One Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, CauseCamp, Boys & Girls Club, Jewish Family Services, Sarasota Community Foundation, and more. Clients include: Habitat for Humanity, Make-A-Wish, Boys & Girls Club, Jewish Family Services, Ronald McDonald House, Environmental Defense Fund, Boston Medical Center, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, and more. Weekly training via Facebook Live: http://johnhaydon.com/hdcb About John

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