how to pave the way for a successful #givingtuesday
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How To Pave The Way For a Successful
#GivingTuesday
8/11/16 1pm Eastern
The presentation will begin shortly.
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This presentation is being recorded! The recording and slides will be emailed to you.
Please chat in any questions for our guest. We will answer them in the formal Q&A session
at the end of the presentation.
Follow along on Twitter with #Bloomerang @BloomerangTech.
For best audio quality, dial in by phone. (check your email for dial-in info from ReadyTalk)
Before we get started »
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Our guest presenter »Dana Ostomel
• Vice President of Nonprofit Industry Development at Firespring
• Founder of Deposit a Gift, a popular crowdfunding platform
• Over a decade developing integrated marketing solutions for numerous nationally-known brands such as Snapple, MasterCard and DIRECTV
• Bachelor’s degree in Communications from UCLA
• Sought-after speaker on the topics of crowdfunding and nonprofit marketing
Sponsored by:
Dana Ostomel Pave the Way for a Successful
#GivingTuesday:Mastering Nonprofit
Crowdfunding
August 11, 2016
A copy of today’s presentation will be made available after the session.
TODAY’S SESSIONWelcome!
If you’re tweeting abouttoday’s session, use
#depositagift#GivingTuesday
@dostomel
THE BIG NEWS:Deposit a Gift and Firespring
have joined forces.
FirespringPower of 3
Why are we here today?
Picture thelong-term impact.
Devin ThorpeFUNDRAISING AND
SOCIAL GOOD EXPERT
Right now …
TIME IS ON
YOURSIDE.
It’s all aboutBUILDING
SOLID
for lasting success.
Your focus for thenext four months?
Invest in your network.
You need people to:
The goal of your efforts is to …
LURKER SUPPORTER ADVOCATE
So you have more people to spread the word
about the campaign!
Ways to Create anEmpathetic, Engagedand ResponsiveCommunity10
THE PEOPLE PART:
Get to know your donors.1#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Get to know your donors.1#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:•
•
•
•
Cultivate your network.2#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Cultivate your network.2#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:•
•
•
•
Be social and communicative …on the regular!
3#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Be social and communicative …on the regular!
3#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Jay LoveBLOOMERANG CEO
3#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:•
•
•
•
Be social and communicative …on the regular!
Create a moreengaged community.
4#WAYS TO CREATE AN ENGAGED COMMUNITY
10
4#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:•
•
•
•
Create a moreengaged community.
Humanize the organization.5#WAYS TO CREATE AN ENGAGED COMMUNITY
10
5#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Strategy:
Focus: People help those they like.
Tactical Ideas:•
•
•
•
Humanize the organization.
Incite action through commitment.
6#WAYS TO CREATE AN ENGAGED COMMUNITY
10
6#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:•
•
•
•
Incite action through commitment.
Generate loyalty through appreciation.
7#WAYS TO CREATE AN ENGAGED COMMUNITY
10
7#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:•
•
•
•
•
•
Generate loyalty through appreciation.
Create a senseof indebtedness.
8#WAYS TO CREATE AN ENGAGED COMMUNITY
10
8#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:•
•
•
•
•
Create a senseof indebtedness.
Raise your social profile.9#WAYS TO CREATE AN ENGAGED COMMUNITY
10
9#WAYS TO CREATE AN ENGAGED COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:•
•
•
•
Raise your social profile.
Create empathy.10#WAYS TO CREATE AN ENGAGED COMMUNITY
10
WAYS TO CREATE AN ENGAGED COMMUNITY
10
Strategy:
Focus:
Tactical Ideas:•
•
•
•
Create empathy.10#
To sum it up …
It’s all about:This is where you
want to spend the majority of your
time, but you also need to work on
actionable elements for the campaign itself.
Campaign Setupand Marketing
THE BUSINESS PART:
DEVELOPTHE CAMPAIGN IDEA
AND DETAILS
Make sure you have:
Establish goals.
Give yourself license to be creative!
CROWDFUNDING MARKETING PROCESSING
CROWDFUNDING is a platform for
Devise an incentive!
You need a motivator and something with an excuse to report back:
Set up the site.
Have engaging visuals.
Have brief, well-organized text.
Make a clear, compelling case.
Include a suggestion
donation amount.
Set a realisticfundraising goal.
Communicateurgency.
ESTABLISHTHE MARKETING
STRATEGY
You can’t just put it up and pray!
Plant seeds in early fall.
Establish a team of advocates:•
•
•
Let people peak behind the curtain:•
•
Manage expectations:•
•
•
Recruit. Recruit. Recruit.
Create a Marketing Plan
Key Influencers vs. Mass Audience
Email, social media, offline communication, events, PR, phone, text, etc.
Create excuses to share and unique messaging opportunities.
Plot communication strategy, frequency and milestones.
NOWWHAT?
IMMEDIATE NEXT STEP
Have a “Kumbaya” with yourself to evaluate bandwidth and solidify action items:
Make this doable.
HOMEWORK
82% of donors visit
a nonprofit’s website before giving.
One final detailto consider
as you prepare for#GIVINGTUESDAY …
Images & headlines that tell your story
Navigationoptions
Deep, diversecontent
1. Structure2. Design3. Content4. Functionality5. Vitality
Your website is the center of your universe and must compel supporters to engage.
Functional tools that engage visitors
Weekly updated news/events
5 ELEMENTS OF AN ENGAGING
WEBSITE
DONATE
BLOG
OPT IN
VOLUNTEER TWITTER
EVENT REGISTRATION LINKEDIN
Most nonprofits send visitors away to engage instead of keeping them on their website.
YOUR WEBSITE
YOUR WEBSITE
BOARDMEMBER WEBSITE
SEARCHENGINE
PRINTED NEWSLETTER
EMAIL MARKETING
NEWS ARTICLE
SOCIAL MEDIAPOST
APPEALLETTER
COMMUNITYEVENT
Invite them in andkeep them there.
Q&A
Let’s connect on LinkedIn.
@dostomel
THANK YOU
Dana OstomelVICE PRESIDENT, NONPROFITINDUSTRY DEVELOPMENT
dana.ostomel@firespring.org877.447.8941 toll free
We’d love to support your next crowdfunding campaign!depositagift.com & firespring.org
https://bloomerang.co/resources
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Building Your Nonprofit Internship Program: First Steps
Thursday, August 25th – 1:00pm Eastern
Sophie Penney, Ph.D
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