Transcription
SEPTEMBER 26, 2013DIY FUNDRAISINGPART TWO10/2/2013Footer1
HOUSEKEEPING To keep noise down we will mute all phones. Please chat your questions in, we have people in chat who will monitorand respond. Slides, recording and resources will be posted on the CCC Webinarspage for downloading, you will also receive a follow up email. There will be a thread in the Community where you can post questionsfollowing the webinar. Simply search “September Webinar” in theCommunity to find the thread. From there you will be able to find the“Part 1” of this collaborated series in case you have not seen it.10/2/2013Blackbaud Confidential2
MEET YOUR PRESENTERSNancy PaloSenior, Strategy Consultant10/2/2013Blackbaud ConfidentialJori TaylorInteractive Consultant, Go! Program3
AGENDA Review DIY Fundraising Highlights Promoting Your DIY Program Communicating with Your DIY Fundraisers Other DIY Best Practices Questions10/2/2013Blackbaud Confidential4
DO IT YOURSELF FUNDRAISING10/2/2013Blackbaud Confidential5
HOW STARBUCKS INFLUENCED DIY FUNDRAISING10/2/2013Blackbaud Confidential6
DIY FUNDRAISING BENCHMARKS10/2/2013Blackbaud Confidential7
NMSS DO IT YOURSELF FUNDRAISING“TeamRaiser not only provided us the platform to raisemore money, it enabled us to improve our businesspractices around DIY and cultivate a new audience offundraisers.”Betty Ross, AVPCampaign Development at National MS SocietyChallenge SolutionThird Party Fundraisers neededaccess to the online toolsavailable for NMSS marqueeevents Local Chapters needed aneasy-to-deploy, easy-tomanage, localized DIY solution. National HQ needed to expandtheir fundraising footprint in aconsistently branded, Chapterfriendly way.10/2/2013Blackbaud Confidential ResultsNMSS worked with BlackbaudStrategic Services usingTeamRaiser to create a nationalDo It Yourself FundraisingProgram that could becustomized by local chapters.8 Set a first year goal of 300Kand raised more than 1.8million. One chapter Increasedfundraising average from 500 to 6,300 with theinclusion on online tools Launched a nationalcampaign with one consistentbrand all on the same day.
P R O M O T I N G Y O U R D I Y C A M PA I G N10/2/2013Blackbaud Confidential9
INTEGRATE IT INTO EVERYTHING Website- Get Involved- Donate- Volunteer Publications Welcome Series Programs and Services Board Engagement10/2/2013Blackbaud Confidential10
ENGAGE ientsEventAttendeesDonors10/2/2013Blackbaud ConfidentialStaff11
GET SOCIAL Promote DIY Fundraising on allof your social media channels. Recognize your DIY Fundraisersas they are fundraising Encourage your DIY fundraisersto promote their fundraisers viaboth their channels and yours Create #hashtags for your DIYcampaign10/2/2013Blackbaud Confidential12
PROMOTE IT ALL YEAR LONG10/2/2013Blackbaud Confidential13
FEATURE IT ON DAYS CONNECTED TO YOUR MISSION10/2/2013Blackbaud Confidential14
#GIVINGTUESDAY10/2/2013Blackbaud Confidential15
INSPIRE THROUGH STORY TELLING10/2/2013Blackbaud Confidential16
C O M M U N I C AT I N G W I T H Y O U R D I YFUNDRAISERS10/2/2013Blackbaud Confidential17
TYPES OF MESSAGING IN TEAMRAISER Autoresponders Email Campaigns Milestones Suggested Messages Coaching Emails10/2/2013Blackbaud Confidential18
THREE ONLINE BEHAVIORS THAT DRIVE REVENUESelfDonationUpdatePersonalPageSend Email10/2/2013Blackbaud Confidential19
OPTIMIZING AUTORESPONDERS & MILESTONES Follow-Up Autoresponders- Four opportunities to coach fundraisers based on registration date.- Sample Schedule & Messaging: 1. Three Days: Focus on Personal Webpage 2. Seven Days: Focus on Sending Email 3. Ten Days: Focus on Social Media 4. Fourteen Days: Follow Up Reminder Milestones- Emails triggered by fundraising milestones- Sample Schedule & Messaging: 100: Thank you for Fundraising! 250: Half Way there! 400: You are almost there! 500: Congratulations!10/2/2013Blackbaud Confidential20
DIY COACHING EMAIL STRATEGY10/2/2013Blackbaud Confidential21
LAUNCH EVENT10/2/2013Blackbaud ConfidentialRECRUITMENT: Past ParticipantsRECRUITMENT: New AcquisitionCOACHING: Registered ParticipantsMilestonesAutorespondersSuggested Messages221-2 weeks afterWithin 24 hoursWeek of event7 weeks out1 week outoutweeksout28weeks3 weeks out9 weeks out4 weeks out10 weeks out11 weeks out12 weeks out5 weeks out13 weeks out6 weeks outweeksoutoutweeks7148 weeks out15 weeks out16 weeks out----- Varies -----EMAIL STRATEGY FOR EVENTS
LAUNCH EVENT10/2/2013Blackbaud ConfidentialRECRUITMENT: Past ParticipantsRECRUITMENT: New AcquisitionCOACHING: Registered ParticipantsMilestonesAutorespondersSuggested Messages231-2 weeks afterWithin 24 hoursWeek of event7 weeks out1 week outoutweeksout28weeks3 weeks out9 weeks out4 weeks out10 weeks out11 weeks out12 weeks out5 weeks out13 weeks out6 weeks outweeksoutoutweeks7148 weeks out15 weeks out16 weeks out----- Varies -----EMAIL STRATEGY FOR DIY EVENTS IS DIFFERENT
WHAT WE WON’T KNOW The event date The event type (bake sale, marathon,etc.)* When the participant enters the coachingstream** When the participant should no longerreceive coaching emails* You may have this information depending on the setup of your event** This applies to traditional events as well10/2/2013Blackbaud Confidential24?
WHAT WE WILL KNOW Registration Date Personal Goal Number of Donations Amount Raised Percent of Goal Emails Sent Self Donor Status Team Captain Status Team Member Status Personal Page Status10/2/2013Blackbaud Confidential25
DIY COACHINGEMAIL TEMPLATEDynamic ContentStatic Content10/2/2013Blackbaud Confidential26
THE POWER OF DYNAMIC CONTENT10/2/2013Blackbaud Confidential27
THE POWER OF DYNAMIC CONTENT10/2/2013Blackbaud Confidential28
GENERAL TIPS FOR DIY COACHING EMAILS Send coaching emails weekly/bi-weekly/monthly and include:- A clear call-to-action in EVERY email- Relevant content, tips and tools in EVERY email Always include:- Link to the Participant Center (with autologin)- Login credentials- Participant’s personal fundraising progress- Fundraising or tool tips- Special content for Team Captains (or specific participant behaviors) Encourage participants to:- Update personal pages- Add personal photos and stories- Kickoff fundraising efforts with self donations- Send emails (regularly) to family and friends asking for a donation Ask your inner circle first (those folks you know will donate) Then expand your network after contacting your inner circle Regularly post content to social media (like Facebook) to coincide with thedelivery schedule of the messages in the coaching email campaign10/2/2013Blackbaud Confidential29
OTHER DIY BEST PRACTICES10/2/2013Blackbaud Confidential30
INTEGRATE E-COMMERCE Does your organization havemerchandise that DIY fundraiserscan sell to raise additional funds? Does your mission have a virtualitem that you can associate with adonation? Enable your constituents to createcustom merchandise for theirfundraisers/10/2/2013Blackbaud Confidential31
CUSTOM MERCHANDISE10/2/2013Blackbaud Confidential32
CREATE AN ENDURANCE TEAM10/2/2013Blackbaud Confidential33
QUESTIONS10/2/2013Blackbaud Confidential34
HOW STARBUCKS INFLUENCED DIY FUNDRAISING . . Regularly post content to social media (like Facebook) to coincide with the delivery schedule of the messages in the coaching email campaign GENERAL TIPS FOR DIY COACHING EMAILS . 10/2/2013 Blackbaud Confidential 30 OTHER DIY BEST PRACTICES .
