Becoming their bcf best charity forever
This presentation is the property of its rightful owner.
Sponsored Links
1 / 33

Becoming their BCF (Best Charity Forever) PowerPoint PPT Presentation


  • 77 Views
  • Uploaded on
  • Presentation posted in: General

Becoming their BCF (Best Charity Forever). A guide for long term donor cultivation. Your BFFs Today. Matthew Mielcarek Vice President, Creative & Strategy Practice. Dolores McDonagh Principal Consultant . Why Cultivation Matters.

Download Presentation

Becoming their BCF (Best Charity Forever)

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Becoming their BCF (Best Charity Forever)

A guide for long term donor cultivation


Your BFFs Today

Matthew Mielcarek Vice President, Creative & Strategy Practice

Dolores McDonagh Principal Consultant


Why Cultivation Matters

Over the 10 years, there has been a shift in key fundraising metrics.

As many as 3 of 4

new donors never make another gift

Cost of donor acquisition is on the rise


Why Cultivation Matters

Over the 10 years, there has been a shift in key fundraising metrics.

As many as 3 of 4

new donors never make another gift

Cost of donor acquisition is on the rise


Why Cultivation Matters

Over the 10 years, there has been a shift in key fundraising metrics.

As many as 3 of 4

new donors never make another gift

Cost of donor acquisition is on the rise

Lower ROI = reduced investment in finding new donors


Why Cultivation Matters

  • By understanding your most engaged supporters and giving them the relationship THEY want to have, you are better positioned to stem the “leaky bucket” phenomenon.


Getting to Know Your Best Donors

  • 1,022 people donating in the last 12 months

  • Participants asked how they prefer to engage with nonprofits they support.


How? Be the constituent’s BCF

BCF


BCF Benefits

  • 47% of donors give the majority of their money to their BCF

  • 30% of constituents fundraise for their BCF at least once a year

  • Constituents with a BCF tended to leverage multiple digital access points (website, email and social media)


How do I become the BCF?

Take Stock: Assess the current state of your organization’s assets and audience

Make It Real: Identify where your focus will be and create your strategy

Measure, Refine, Repeat: Understand what is working, adjust, and try again


Take Stock: How good is your web site?

Where To Start:

  • Recognize the in and out doors of your site

  • Understand how visitors move through your site

  • Identify content types that receive more engagement

  • Be aware of the visuals you offer

35% of donors report visiting a charity’s Web site from a few times per year to daily.


Donor Centric Web Copy


Take Stock: Are you being social?

Where To Start:

  • Track your social metrics over 12 to 18 months to see if spikes in engagement tie to other marketing efforts

  • Analyze your social content to see if it is formatted to fit the social medium

  • Look for content that received high engagement to identify the best content types

54% of donors are willing to talk to friends and family about their favorite organization.


Take Stock: Are your emails working?

Where To Start:

  • Look back over the last 12-18 months to determine averages for open, conversion, and participation rates

  • Identify messages that performed well and determine why

  • Asses your use of automated email series and their effectiveness

51% of donors get information about their favorite charity from an enewsletter.


Welcome Series

15


Take Stock: What message are you sending?

Where To Start:

  • Analyze the content of all your channels to be sure it includes statements of your impact

  • Be sure you content speaks directly to your main segments

  • Try A/B testing to identify the best possible messages

  • Use analytics to measure the most engaging messages

21% of donors say they were never thanked.


Make Your Thank You Memorable

  • Email “thank you”employing video


Make Your Thank You Memorable


Make Your Thank You Memorable


Take Stock: Are you using all channels?

Where To Start:

  • Analyze each of your media assets for fit on multiple channels and devices

  • Compare the audiences for each media channel to identify overlaps and gaps

  • Identify any missing content types and channels that appeal to your audiences

13% preferred learning about volunteering via visiting Web site from mobile device.


Pulse Check

  • Understanding your Website Traffic

  • Understanding Email Effectiveness

  • Messaging

  • Leveraging Social Media

  • Multi-Channel

Which “Take Stock” Area is Your Highest Priority Right Now?


How do I become the BCF?

Take Stock: Assess the current state of your organization’s assets and audience

Make It Real: Identify where your focus will be and create your strategy


Make It Real: Campaign Calendar

  • Start with you own organization’s calendar

  • Flag major holidays

  • Add seasonality to your engagement offers

  • Stay flexible and nimble

6 Months

12 Months

18 Months

Today


Make it Real: Segmentation Example


Make It Real: Tailored Campaigns

A tailored approach will enable you to explore how different segments are performing in terms of acquisition, attrition, engagement, and conversion


Make It Real: Start Measuring

Succeed or Fail, Informatively

Before you do anything, know how you’re going to measure it and what success looks like


How do I become the BCF?

Make It Real: Identify where your focus will be and create your strategy

Measure, Refine, Repeat: Understand what is working, adjust, and try again


Measure, Refine, Repeat: Look Back

Periodically, step back and evaluate the effectiveness of your efforts thus far. After all, you established your baselines for just this comparison

  • Measure the response to your engagement campaigns

  • Compare to your benchmarks to understand growth

  • Segment the people who responded

  • Note the characteristics of the people who engaged and what they engaged with

  • Look at past behavior of this segment alongside past marketing efforts to identify opportunities


Measure, Refine, Repeat: Most/Least

Ever heard the saying, “I wish I had 10 more like him?” Well, you have to know who he is before you can say that.

  • What does your most engaged segment look like?

  • How do they prefer to engage with you?

  • How did they evolve over time?

  • What does your least engaged segment look like?

  • How is that different from the most engaged?

  • Can you affect change on them?


Measure, Refine, Repeat: Look Closer

Look hard to find the cross-promotional and upsell opportunities that take campaigns to the next level

  • Upsell

  • One time donors to monthly sustainers

  • Event donors to event participants

  • Event participants to team captains

  • Cross-promote

  • Ask activists to donate

  • Ask donors to share

  • Ask sharers to act


How do I become the BCF?

Take Stock: Assess the current state of your organization’s assets and audience

Make It Real: Identify where your focus will be and create your strategy

Measure, Refine, Repeat: Understand what is working, adjust, and try again


Charity Dynamics Can Be Your BFF

Strategy and Benchmarking

Digital Donor Engagement Benchmarking

Digital Donor Engagement Strategy

Engagement Website Design Assessment

E-Communication Strategy

Implementation, Execution, and Assessment

Donor Engagement Assessment

Engagement Campaigning

Welcome Series Implementation

Channel Integration


Questions?

Contact Information:

[email protected]@charitydynamics.com


  • Login