9/9/15 Getting the Max from Give to the Max

Transcription

9/8/2015
Getting the Max from
Give to the Max
1
About
Next in Nonprofits provides new social
fundraising and communications ideas and
consulting for growth.
NextInNonprofits.com
@NextNonprofits #gtmd15
2
Today’s agenda
 Planning a full 4th Quarter
 Give to the Max strategy
 Give to the Max page planning
 Give to the Max events
 Giving Tuesday
 Year-End Appeal
 Follow-up communications in 2016
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The communications calendar
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5
How much content?
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Other 4th Quarter Dates
 #GivingTuesday is 12/1
 Year-end letters mailed…?
 Special project appeals or other giving days?
7
Give to the Max – Setting a goal
 How much can we raise?
 How many donors now? Are we segmenting the
list for other 4th quarter goals?
 How many newsletter subscribers?
 How many social followers?
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Give to the Max – Quality of followers
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Give to the Max – Arbitrary formula
Number of followers
X quality of followers =
GTM goal.
Ex: 10,000 followers x .1 quality rating = $1,000
Ex: 500 followers x 2.0 quality rating = $1,000
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What is “quality”
 An ability to create action on
self and others.
 Guidelines: Twitter
 Mailchimp
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Give to the Max – Peer to Peer
 Using peer-to-peer v. nonprofitto-donor
 Peer fundraisers need a goal
 Peer fundraisers need training
 Peer fundraisers need templates
 Peer fundraisers need follow-up
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Give to the Max – Peer to Peer
Training materials
can include screen
shots to step peer
leaders through the
process.
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Give to the Max – Matching funds
Board match, volunteer hour match – anything
can help, and any amount can help.
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Give to the Max – Projects
Establish a specific project
funded with Give to the
Max money. Even a reserve
fund target is a project
goal!
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Give to the Max - Images
 Last year, images were
limited. Waiting for info on
this year, but plan for
outside sources.
 Consider infographics or
memes.
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9/8/2015
Give to the Max – GiveMN images
 GiveMN.org has a toolkit with images to use
in the campaign. Use them with your own,
not instead of yours.
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Give to the Max - Videos
 Video support can be
very helpful.
 Keep them short.
 A phone-camera video
is better than no video.
 Facebook them!
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Give to the Max – Joint campaign
 Consider leveraging program partnerships to
increase reach and strength.
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Give to the Max – Page planning
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Check the basics.
Search may be
important on GTMD.
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9/8/2015
Get them
to the right
site to
donate.
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Check the basics. Search may be important
on GTMD.
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Orgs without a GiveMN.org page may
consider a project page of a fiscal sponsor.
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Re-arrange photos. Be ready for the single,
static image we had last year.
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Use high dollar amounts combined with easyentry points.
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Higher dollar amounts may make sense to
record “off-line.” Let your donors know.
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You’ll need a project page with a goal to record
offline donations for GTMD.
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Give to the Max - Events
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Wherever the event,
leverage live pics to
get more donors.
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Give to the Max – 4th Quarter
Integrate other communications into the
GTMD15 campaign. Prep people for
#GivingTuesday, year-end campaign, etc…
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9/8/2015
#GivingTuesday (or Giving Tuesday)
 Target a different segment if possible to
avoid donor fatigue.
 Messaging to GTMD donors of thank yous,
but asking for #GivingTuesday connections
(and perhaps getting donations).
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Consider small paid
placements to reach
new audiences for
#GivingTuesday.
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Thanks and follow-
up toward year end
donors.
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Year-end campaign
Reflect on the
messages from
#GTMD and
#GivingTuesday.
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Year-end campaign
Postal mail still matters. Year-end giving can
leverage online campaigns.
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2016 and beyond
Careful of over communications. Keep an eye
on that unsubscribe v. bounce rate.
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9/8/2015
2016 and beyond
Encourage email
and social follows
from paper donors
for updates on
projects.
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2016 and beyond
Use the calendar to keep planned updates on
past projects in the same channels.


Resources
https://blog.bufferapp.com/social-media-marketing-voice-and-tone
https://od146.infusionsoft.com/app/linkClick/2863/8a2ee68e225f58aa/828607/eece16fc6e666
706

http://blogs.constantcontact.com/how-often-post-social-media/

http://www.nextinnonprofits.com/wp-

http://marketingland.com/ultimate-beginners-guide-defining-target-audience-90625
content/uploads/2015/02/GivingDaysWhitePaper2015.pdf

http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2015/

http://memegenerator.net/Willywonka/caption

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https://sumall.com/now
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9/8/2015
Steve Boland
steve@nextinnonprofits.com
651-356-8896
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9/9/15 Getting the Max from Give to the Max

Transcription

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