06/07 Nonprofit Success webinar slides

1. UNDERSTANDING WHY
PEOPLE GIVE
Wednesday, June 7, 2023
Bloomerang Nonprofit Success
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2. LaShonda Williams, MPA, CFRE
Trainer, Fundraising Academy, National University
LaShonda currently serves as the Associate Director of Alumni
Engagement & Annual Giving at South Texas College of Law
Houston which spans all fundraising functions, alumni engagement,
and philanthropic services. She leads the charge of developing and
implementing alumni engagement strategic plan and acquisition.
Prior to joining STCL, she was employed with her Alma Mater,
Prairie View A&M University where she oversaw the Annual Fund
where she coined the phrase, “transitioning alumni affinity into
philanthropy”, her efforts lead to increasing alumni annual fund
giving by nearly 40%, raising $4.2M during her tenure.
Possessing nearly two decades of experience in higher education.
She also served at the University of Houston in three divisions:
College of Education, African American Studies and Bauer College
of Business.
Bloomerang Nonprofit Success Webinars
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3. Agenda
1. Appreciate the role that psychology plays in
how donors make decisions.
2. Study the communication process and
how it relates to your prospects.
3. Recognize barriers to effective
communication
4. How can Bloomerang help?
5. Resources
Bloomerang Nonprofit Success
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4. Why Do People Give?

5. The Power of Our Brains
PSYCHOLOGICAL
INFLUENCES
SOCIOCULTURAL
INFLUENCES
Culture
Customs
Physical
Environment
Social Class
Perception
Mood
Attitudes
Self-Image

6. The Psychology of Giving
Mood
Attitude
Self-Image

7. The Social Media Connection
TOMA
Top-of-mind Awareness

8. ACTIVITY:
Top-of-Mind Awareness
How will you maintain TOMA using…
Social Media
Email
Snail Mail
Events (Virtual and/or In-person)

9. The Communication Model

10. The Mental Process of Communication
Encoding the message
The message itself
Decoding the message

11. Barriers to Communication
● Word Choice
● Visual Distractions
● Overcomplication
● Bad listening habits (yours or theirs)
● Timing (if your prospect is having a bad day,
that’s out of your control. Reschedule and don’t
stress)

12. SUMMARY
● Internal and external forces play a role in decision-making, but internal
forces are the strongest.
● Effective verbal and nonverbal communication is key to tapping into
the donor decision-making process.
● Get that TOMA.
● Avoid common barriers to effective communication – choose your
words wisely.

14. How can Bloomerang
help?

15. Use your Bloomerang CRM to help you stay in
your donors’ TOMA (top of mind awareness)
First time donor calls
Scheduled emails to segmented audiences
Automated surveys of new, lapsed & existing donors

16. Barriers to communication–stay sensitive, stay on
top of it
Tasks note area can be used to track
your tasks and communications with
donors, as well as the
communications and tasks of others.
You can bring this up on your mobile
app to see notes on the go.
Always be in the know and on track!

17. Let’s see it in action!
Into the demo database we go…

18. Poll

19. Resources
The 3 V’s of Virtual Communication (webinar)
12 Tips for Improving Your Donor Communications
(article)
4 Principles For Authentic Donor Communications
That Build Relationships (article)
How to Think Like a Donor in 1 Hour (webinar)
5 Ways to Build Relationships and Increase Donor
Retention (webinar)
Half of Americans say they have donated money to
charity in the past year (article)
Want to find
out more?
Request a demo
or
Speak to a live
person:
1-866-667-4485

20. Thank you for being
here today!
And thank you for the
work you do in your
community!
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