Seminar presented at ESCHouston.org
Title: Now's the Time to Get Ready for Your Holiday Fundraising - Come Make a 6 month Content Marketing Plan!
35% to 42% of online giving happens in November and December each year. The average gifts donated at the end of the year are also significantly higher than donations received any other time of the year.
Nonprofit organizations that are most successful at converting holiday spirit into donations recognize these campaigns don’t just happen by accident. The success of your fundraising campaigns is dependent on more than just the message and content - the time spent on research and planning ensures that you identify and promote the campaign to ensure it gains necessary traction starting now.
In this seminar, we’re going to go through the steps of planning out a 6 month content marketing strategy that will build momentum leading up to your end of year fundraising programs.
Key Takeaways:
You’ll learn how to:
* Research your donors and prospective donors to uncover engaging content themes that motivate donors to give more and more often.
* Connect your end of year fundraising goals with your fundraising and marketing programs over the next 6 months and incorporate them into a strategic marketing plan,
* Translate real life case studies and best practices onto your organization’s fundraising goals to apply what you’ve learned for immediate results,
* tips, tricks and more…
Find out how to leverage the holiday spirit of giving throughout your campaigns to increase donations across all quarters, not just the end of year with a strategic content marketing plan!
3. Create Your 6-Month Editorial Calendar
Getting Context Right for Each Donor Segment
Write Down Your Fundraising Goals
4
Q&A and Bonus Round (time permitting)
@sarahmworthy | sarah@worthytech.com
Here’s What We're Going to Do Today
7. GOALS
Write down SMART goals for what you want to accomplish with your
fundraising campaign.
How Can Content Grow Your Constituency?
TASKS
Write down the different types of activities that you believe need to be
done in order to reach your Goals.
RESOURCES
Write down the resources you need to implement your Tasks (money,
hours of a person’s time, materials, education/training to fill skills gaps)
EVALUATION
Write down specific milestones or dates for when you will stop and
evaluate your progress. What metrics do you need to be collecting?
9. Group Exercise - Write Down Your Top Goals
Goal #1
______________________________
Goal #2
______________________________
Goal #3
______________________________
10. Tactic
what tactics will you use ?
Tactic
what tactics will you use ?
Tactic
what tactics will you use ?
Event Marketing
Strategy
[High Level] Strategic Planning
Content Marketing
Strategy
Member Retention
Marketing Strategy
Top 1 or 2
Goals for
your .Org’s
website.
http://www.slideshare.net/sarahmworthy/presentations
12. You CAN please
everybody all the time…
But only if you Segment
your Audience.
Step 2: Getting Context Right
13. Two Parts to Your
Content:
#1) What you’re
willing to give
#2) What you’re
asking for in return
14. Two Parts to Your
Content:
#1) What you’re
willing to give
#2) What you’re
asking for in return
Basically, this is
just your
promise.
15. Two Parts to Your
Content:
#1) What you’re
willing to give
#2) What you’re
asking for in return
This is your Ask
or Call to
Action
16. Two Parts to Your
Content:
#1) What you’re
willing to give
#2) What you’re
asking for in return
Use core
emotional
drivers to
personalize
your promise.
17. 18
From the research report “Money for Good” by Hope Consulting
6 Behavioral Segments
21. Segmentation and Content Development
Repayers
(material)
Personal Ties
(social)
See the Difference
(idealogical)
• demonstrate
impact of your
.Org’s mission
• provide ways to
elevate their sense
of
importance/value
• Provide
professional
benefits/solutions
• Share personal
stories from your
.Org
• Provide ways to
invite/include
friends and family
• Share leadership
tools/tips
• show how 1 gift
makes a big
difference
• Share interesting
research and
articles about their
beliefs and values
• validate their
idealogical beliefs
23. Two Parts to Your
Content:
#1) What you’re
willing to give
#2) What you’re
asking for in return
Use
Relationships
to personalize
your Ask or
Call to Action
26. Segment Role Channel(s)
Emotional
Driver(s)
Rank (1-6)
Repayers
major
donor
gala,phone,email material 1
Casual Givers
individual
donor
website,events material 6
High Impact volunteer email,facebook idealogical 4
Faith Based staff email,facebook social 5
See the
Difference, Staff
Board website,events idealogical 2
Personal Ties,
Volunteers
staff email,facebook social 3
1 = most important,
6 = least important
Prioritize and Pick Most Important Segments
31. Look for common themes among popular
conversations and common people/Brands.
32. Influencer Source List
Source Name URL Segment Appeal Theme/Topic
Netsquared http://twitter.com/netsquared social nonprofit tech
ESCHouston http://eschouston.org material npo leadership
38. Goal: Get 5 new volunteers for this year’s big conference
Hero/story: Mary, this month’s volunteer who referred two new
volunteers and 5 new donors last month
Segment: social volunteers | personal ties
Resources: photos of Mary, time to interview Mary and friends
and write a blog post (est 8-10 hours), volunteer intake
form/process
Milestones: Interview/Research Mary’s story, Write Mary’s story,
distribute Mary’s story to current volunteers with call to volunteer,
measure volunteer forms and track volunteer signups.
Core Driver: social, do community work with friends and family
Results: success or failure? if you didn’t reach the goal, why not?
did you not have the resources you needed? did you not get the
level of engagement you expected?
42. Your
Need
Who?
(Segment)
Core Driver
Content
Delivery
Method
How do they complete
the goal?
Content
Gap?
Increase
donation
s
Repayer
Impact of
mission
email
newsletter
donate on website
donation
page
fill
volunteer
positions
Personal Ties
have fun with
friends
email, social
media
register for an event
event
page
increase
donation
s
See the
Difference
impact story
of 1 individual
blog donate on website blog post
attract
new
donors
Personal Ties
fundraise
from
friends&famil
y
social media,
email
peer fundraising
contest/site
peer site
design
Frequency:
Social Media
Posts Per
Day
Event Per
Month
Email
Newsletter
Per Week
Blog Posts
Per Month
1 32 1
44. Social Media and PR/Public Speaking
Corporate Sponsorship Fundraising
Monthly Friday Morning Breakfasts
Thought Leadership and Educational Blogs
Weekly Nurturing & DB Emails
JUL
GOALS
Volunteers and Volunteer Prospects
Major Donors & Corporate Sponsors
Repayers who’ve given at least one cash gift
[High-Level] Planning for 6 Months
JUN AUG SEP OCT NOV DEC
EVENTS
AUDIENCE &
SEGMENTS
ONGOING
AVERAGE / MONTH
•2 emails
•2 blog posts
•1 live event
•90 social shares
Event
Volunteer Drive Christmas
Event
6-Month Countdown to Christmas - Fundraising Goal is $250,000!
Fill Volunteer Positions Story Series - monthly volunteer showcase
Corporate Major Gifts- year end tax savings
Create Peer Site Staff Training
Announce Drive
Announce
DriveTHEMES
Fireworks and
Cause
Summer’s
Ending
Apple a Day
HealthFair
Oktoberfest
Pumpkins
Thanksgiving
Football
Last Chance to
Give!
Event
Measure Monthly Event Staff HolidayVolunteer Event
Final Push
Another thing
54. Integrate Events/Face time with online
messages for max impact
• launch volunteer drive party - thank last year’s
volunteers with a pool party/cinco de mayo is good for
those who time warp, ask your volunteers how they’d
like to be thanked
• ask them at the party to volunteer again - give them
insight into this upcoming drive to fundraise, get them
ramped up - let’s try something fun (get a silly physical
game for them)
• ask them to tell their friends and family to volunteer,
give them discounts for their F&F as a thanks, don’t ask
them to give you money if they’re giving you time (right
now - that can come later on, kk?)
http://www.johnhaydon.com/2013/11/20/year-end-fundraising-checklist-for-nonprofits/
you’ll find lots of ideas and examples in my slideshare portfolio. All of the presentations and notes should be there to download.
here’s one of the best presentations on crafting a story for digital content consumption I’ve ever come across. It’s at least 4 years old and still more up to date than anything come out of marketing/advertising today. *imho
think about how to reach your audience and what you want them to do, then create content and engage, be sure to measure results