Nonprofit Marketing & Communications - e-Philanthropy

BASICS: Nonprofit Marketing & Communications -

e-Philanthropy

Friday, November 6, 2015

Phil DiMartino Associate Director, New Media Fundraising for Annual Giving | Boston University

What We’ll Cover

•  Marketing & Communications Overview •  Integrated Campaign Example – BU Giving Day •  Diving In

–  Web Presence, Online Giving, and Mobile –  Email –  Leveraging Social Media –  The Role of Video

•  Summary/Wrap

Overview

•  Print –  Signage, Banners, Posters, etc. –  Direct Mail –  Brochures, One-Sheets, Hand-Outs

•  Email •  Events •  Web Presence

–  Giving Forms, Websites •  Social Media •  Video •  Internal Communications

•  Who is your audience? – Donors & prospective donors – Public & private funders – Media – Public policy interests – General public

Overview

•  Effective messages are: – Concise – Simple – Concrete – Unexpected – Memorable – Emotional

Overview

•  Building Out a Marketing Plan – Benchmarking and Concept Development – Building a Timeline –  Internal Buy-In – Brand Development – Creation of Marketing Materials – Posting/Sending Schedule – Execution of Campaign – Tracking, Reporting, Adjustments

Overview

Integrated Marketing for Fundraising Example

1. Concentrated Effort

2. Coordinated Messaging

3. All Channels Activated*

4. Track & Adjust *Audience-specific

Use Case: BU Giving Day 2015

5,009 Donors $1,046,970.30 Raised

Principle #1 – Concentrated Effort

Principle #2 – Coordinated Messaging

Giving Day 2015 - Postcard The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

Giving Day 2015 – Video

Giving Day 2015 – Additional Collateral

Giving Day 2015 – Social Toolkit

Giving Day 2015 – Social Toolkit

Giving Day 2015 – Student Photos

Giving Day 2015 – Website

Giving Day 2015 – Emails

Giving Day 2015 – Thanks Video

Principle #3 – All Channels Activated*

Mail Email Social Phone In-Person

Alumni

Parents

Students

Faculty/Staff

Audience-specific channel planning:

2,945

5,009

3,126

5,673

0

1,000

2,000

3,000

4,000

5,000

6,000

FY14 FY15

Donors Gifts

Principle #4 – Track & Adjust

$0.00

$100,000.00

$200,000.00

$300,000.00

$400,000.00

$500,000.00

$600,000.00

$700,000.00

$800,000.00

0

500

1,000

1,500

2,000

2,500

New Reactivated LYBUNT FY15 Second Gift

FY14 Donors FY15 Donors FY14 Dollars FY15 Dollars

Giving Day – Donor Types

$0.00

$100,000.00

$200,000.00

$300,000.00

$400,000.00

$500,000.00

$600,000.00

$700,000.00

0

500

1,000

1,500

2,000

2,500

Alumni Student Parent Faculty/Staff Friend

FY14 Donors FY15 Donors FY14 Dollars FY15 Dollars

Giving Day – Constituencies

Principle #4 – Track & Adjust

Key Metric For 2016

19% of all 2014 Giving Day donors were retained on Giving Day 2015

Apply This All Year Long!

Loyalty Society Launch

Diving In – Online Giving & Mobile

bit.ly/MarComPreso04






Source: Care2 Research



https://www.google.com/webmasters/tools/mobile-friendly/


•  Your Web Presence Should Be: – Mobile Responsive – Easy to Navigate – Visually Appealing – Full of current/relevant content


•  Metrics You Should Be Considering: – Unique Visitors – Bounce Rate (Global Avg. = 40.5%) – Referrals – Average time on page


•  Your Online Giving Forms: –  Easy to find/use (fields, pages, time) –  Conversion rates –  Designations (dropdown, write-in, split) –  Recurring gifts –  Preselected amounts


•  What Should You Be Thinking About? – Frequency – Timing – Content – Subject Lines – Sender – Calls to Action – Segmentation

Diving In – Email

Diving In – Email (examples)

6 Reasons To Make Your Gift Today


This Time Last Year…


Will You Be The BU Boss?

•  Where Did You Go? –  Addresses –  Employment –  Social Mining


•  Social Media –  What channels are your constituents on? –  What channels are you on? –  What channels should you be on? –  What content should you produce for social? –  How can you make your audience see it?

Diving In – Social Media

•  Facebook –  1.55 Billion Monthly Users –  72% of online Adults visit Facebook at least 1x/month –  1.01 Billion Daily Users –  91% of 15-34 year olds use Facebook





Organic vs. Paid Reach on Facebook 3 Years Ago

If You Build It, They Will See It

Today

If You Pay Me, They Will See It

Man, I’m Smart

Facebook Reachpocalypse (2014)


Facebook Reachpocalypse

4,000: FB

50,000: Twitter


How To Combat The Reachpocalypse

Pay The Zuck


How To Combat The Reachpocalypse


What Are You Looking For?

•  Donors and Dollars •  Posts and Ads

•  Cultivation •  Building a Culture of Philanthropy •  Preparing Constituents for Asks

•  Engagement •  Comments, Likes, Shares •  Good Feeling


What Kind Of Content Works?

•  Visually Appealing •  Student-Focused •  Impact-Based or

Newsworthy •  Interactive •  Nostalgic

Reach: 35,000 Reach: 64,000

1,100 Comments!

Reach: 14,000




•  Activating Ambassadors •  Gamifcation •  Incentivization

Getting Your Content Out in Other Ways


•  Twitter •  Working with Ambassadors •  Time-Bound

•  Instagram •  Stewardship •  Cultivation

•  YouTube •  LinkedIn

•  Professional Resources •  Snapchat

•  Behind The Scenes •  Young Constituents

Where Else Should You Be Besides Facebook?


Young users are using snapchat more than other platforms

Snapchat knows young users are a potential goldmine

Why You Can’t Ignore Snapchat

Snapchat is working with brands as a news platform


Video is a multi-channel tool

Diving In – Video

Email

Facebook

Twitter

Instagram

Video as a Tool To Refresh Tired Messages

Diving In – Video

Diving In – Video

Video as a Way to Say Thank You

•  Defining Audience, Building Campaign •  Keys to a campaign

–  Concentrated Effort –  Coordinated Messaging –  All Channels Activated* –  Track & Adjust

•  Web Impression is First Impression •  Send Better Emails! •  Your People Are On Social – Are You? •  Tell Stories and Leverage Video •  Track Everything, Adjust, Do It Again

Wrap Up

•  Questions? •  Thank you!

Wrap Up

Phil DiMartino Boston University

[email protected] 617-358-6466

@PhilDiMartino on Twitter

Links!