Be Your Donors Favorite Charity: Why Engagement Matters. Thursday, January 31 st 2013

Transcription

1 Be Your Donors Favorite Charity: Why Engagement Matters Thursday, January 31 st 2013

2 Presenter: Donna Wilkins, Founder and CEO, Charity Dynamics At Charity Dynamics, we help nonprofits leverage technology to Reach more people Raise more money and Drive more engagement We meet our clients needs with responsive and results-oriented solutions, from concept and design through execution and analysis. 2

3 Presenter: Brandon Hance, Founder and CEO, GoodThreads At GoodThreads, we help nonprofits leverage custom merchandise to Deepen engagement with supporters Redirect lost dollars (increase fundraising) Maintain control of brand image GoodThreads allows nonprofit supporters to customize merchandise with their personal stories, while raising money and awareness for causes they care about. 3

4 What we ll be talking about: Key findings from the survey Recommendations based on the findings How GoodThreads engages donors Revlon Run/Walk puts engagement to work 4

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6 About the Survey Conducted in September, 2012 Self-reported behavior of 1,022 people who donated (at least $25) to a nonprofit in the past 12 months Asked about current donation and engagement activities, focusing on how they interact with their favorite charity Asked about their preferred methods for engaging with their favorite charity 6

7 Key Finding: How many charities do they donate to in a year? 1 22% 78% Give to more than one charity % % 7+ 12% 7

8 Key Finding: How is that $ divided? Donors gave 67% of their annual amount to their favorite charity. Demographics of Annual Giving: 75% give $100+ in total over 12 months 38% of Age 30+ give $500+ in total over 12 months 80% of Age give $100 or less in total over 12 months 57% of households with $200K+ give $1,000+ in total over 12 months 8

9 AUDIENCE POLL Do you have metrics in place to indicate the strength of the relationship with your donors? Yes No Not really sure 9

10 Key Finding: What is motivating them? Want to help make change happen 30% 65% Believe in the charity s cause Have friends or family who support the cause Know someone who has received help from the cause 20% 19% The charity asked for their help 18% Want to set good example 16% Want to connect with others 15% 10

11 Key Finding: How are they supporting charities? 38% Volunteer at least once throughout the year Participate in fundraising events 34%* Fundraise for Charity 27% Sign online petition 27% Contact elected officials 21% * They report doing this at least once a year Share personal story with others 18% 11

12 Key Finding: Age impacts by types of activities Activity Age Group Most Likely to Engage Make a donation to the charity 30 to 69 Volunteer for the charity Under 50 Participate in fundraising events Under 40 Fundraise on behalf of the charity Under 50 Sign an online petition or pledge Under 40 Contact elected officials 30 to 49 Share a personal story online 30 to 49 12

13 Key Finding: How easy is it to do these activities? 92% reported that donating was easiest activity 79% reported that volunteering was at least somewhat easy Most difficult is contacting elected officials (31% ) 29% say fundraising on behalf of the charity is at least somewhat difficult 28% say sharing their personal story is at least somewhat difficult 13

14 AUDIENCE POLL Do you run campaigns that are designed to drive activities outside of donations? Yes actively engaged in these Some, but sporadic We have, but not recently No 14

15 Key Finding: How are they being your champions? Donors also spread the word and encourage activity for their favorite charity * Doing these things at least a few times a year Talk to friends and family 54%* Encourage friends and family to donate Encourage friends and family to volunteer 40% 30% Forward an 27% Forward an e-newsletter 23% Share, like, or comment on Facebook 22% 15

16 Putting these findings to work

17 Strive to be the favorite Take Stock - Benchmark Set Your Strategy Put a Plan in Place Measure Impact 17

18 Take Stock / Benchmark Website Social Media Media Mix Activities Audiences 18

19 Set Strategy Determine value Target potential Activities Calendar 19

20 Measure Impact Conversion to Donors Cost Benefit Retention Growth Segment Value 20

21 Utilize the right channel mix Go to your supporters Use appropriate channels Leverage networks 21

22 AUDIENCE POLL Do you encourage and provide ways for donors to share their story? Yes Yes, but it s not easy or we don t clearly ask No 22

23 Why sharing stories is an important tool. 23

24 Sharing stories creates a personal connection. 73% OF DONORS said sharing a story online ranged from easy to very easy.* It s your cause, but it s * Allowing your supporters to share their story through branded merchandise will deepen engagement and help you become their favorite charity. 24

25 Supporters want to share their stories. But, there is no easy way to do so. 25

26 Merchandise is the medium for personal engagement THIS WAS MY FIRST YEAR PARTICIPATING. IT S A FUN THING TO SAY YOU HAVE DONE AND I HOPE MY FRIENDS AND I MAKE IT AN ANNUAL EVENT! -ELIZABETH REYES 26

27 GoodThreads can give donors the tools to engage. 27

28 The GoodThreads Solution Convert event participants into organizational advocates. Sharing personal stories though custom merchandise deepens affinity toward a cause and increases engagement. Redirect lost dollars and create a new fundraising opportunity. With no cost to a nonprofit to set up, GoodThreads channels the money currently being spent on custom merchandise to your organization. Protect your brand and generate more awareness. Give your supporters the tools to share their personal connection to your cause by customizing shirts that have your important brand elements locked in place. GoodThreads integrates with existing systems. Simple and seamless integrations with your current platforms means that your GoodThreads store will channel information and donations dollars directly where you need, allowing information to sync up with event fundraising pages and thermometers. 28

29 Personal stories drive social media traffic 29

30 Sharing stories through multiple channels Design Contests Video Contests 30

31 Give each team member the chance to connect - Team Captains likely have decided you are their favorite charity - Team Captains recruit Team Members - With a little engagement, Team Members can move you to their #1 spot 31

32 Revlon Uses Engagement to Target Donors 32

33 Revlon Uses Engagement to Target Donors 33

34 Revlon Uses Engagement to Target Donors 34

35 Revlon Uses Engagement to Target Donors 35

36 Revlon Run / Walk 36

37 Share in Navigation and Multiple Platforms 37

38 Share in Navigation and Multiple Platforms 38

39 Social Media Page 39 39

40 More information - Charity Dynamics releasing Donor Engagement Research: A Guide for Long Term Donor Cultivation mid-february Sign up to survey your supporters and compare to the benchmark at Download the benchmark report 40