digital fundraising pp 130610

Using Digital to Bridge the

Communication Gap

Planet Philanthropy

June 10th 2013

#AFP13PP | #COMBRIDGE

@MagnifyGood | @RoxanneJoffe | @MelissaKoss_

@RoxanneJoffe | [email protected]

@MelissaKoss | [email protected]

@MagnifyGood | #AFP13PP | #COMBRIDGE

mailto:[email protected]



“ We are in the throes of a

transition where every publication

has to think of their digital

strategy.”

"Giving away money effectively is

almost as hard as earning it in the

first place. I'm many years away

from wanting to divert a lot of my

attention in that direction."


It's not about the ask


Let’s explore this New World of

Digital Fundraising.


What Foundations Do


The Findings of the Study Show:

• Most foundations use social media tools in their work.

• Very few grantees use social media from their foundation funders or

their funders’ staff.

• Grantees that do use foundations’ social media find those resources

less helpful than other communication resources for learning about

the foundation.


What Grantees Do


What’s the one thing you wish nonprofits

“got” about social media


I wish nonprofits would use it as a

platform for new work, not a way to hide

from doing the old work.

-Seth Godin, New York Times Bestselling

author and inspiring business artist


I wish Non-profits would realize that if

you take risks and do interesting

projects leveraging technology in

innovative ways, social media will take

care of itself.

- AJ Leon, Nomad and Doer of Good

http://aj-leon.com/

http://aj-leon.com/


“Like most businesses, non-profits tend to look

at social media as a money-first or money-only

channel. So I would recommend they temper the

expectations that social is about fundraising and

just focus on being a resource, useful and/or

entertaining to their core audience. Make people

happy with your content. The donations will

come.”

- Jason Falls, Founder SocialMediaExplorer.com

http://www.socialmediaexplorer.com/


6 Step Action Plan for Digital Fundraising

Success


6 Steps

1. Identify Objectives

2. Understand Funder Personas

3. Identify Gaps

4. Build/Create Digital Content

5. Organize Distribution

6. Measure Your Results


Step1: Identify Objectives

Step One Step TwoStep

ThreeStep Four Step Five Step Six




Identify Objectives

Establish Your Benchmarks

• Assess your staff and resources

• Come up with a plan for distribution

• Assess existing assets

• Executive leadership commitment



Identify Objectives#AFP13PP | #COMBRIDGE

Review Communications Objectives

• Identify causes/ initiatives that will be supported by digital media

• Identify Core Values and Strategic Objectives

• Make Use of Core Competencies in digital media communications




Evaluate the Digital Fundraising Landscape

• List similar organizations’ content

• Monitor important pieces of information on an ongoing basis




Chime for Change




Evaluate the Fundraising Landscape

• List similar organizations’ content

• Monitor important pieces of information on an ongoing basis

• Share findings in a team setting




Outline Your Digital Media Communications

Objectives

• Map out your objectives for the next 12-18 months

– Absolute Minimum

– Realistic

– Blue Sky




Step2: Understand Funder Personas



Understanding Personas#AFP13PP | #COMBRIDGE




Identify Funder Personas




Create Written Funder Persona Profiles

• Demographic

• Psychographic

• Sociographic

• How they use/interact with digital media




Description

At X Corp for 8 years, Cindy is a visionary strategist who is responsible for designing the

overarching corporate social responsibility strategy for the company. With nearly a decade

under her belt at X Corp, Cindy struggles with demonstrating and communicating the value

of her CSR efforts to the rest of the company, including shareholders and board members.

She grapples with an internal disconnect between her department and other practices in

the company.

In 2010, she launched a local campaign the delivers hunger relief, aligning X corp’s food

and beverage focus with one that will help low-income families in their local community

access the nutrition they need.

Now in its second year, the hunger relief campaign needs to scale and build awareness on

a national level. Cindy is struggling to formulate the right approach to give X corp’s

initiative the impact and attention it deserves.

A numbers person, Cindy responds well to the business sensibility of CSR and these

biases impact who she perceives is an agreeable partner. Cindy needs a partner who

understands business and has special talents in creating strategies that address her

needs, can anticipate trends and maximize the return on investment.

Wants and Needs

•Looking for a partner who not only gets “philanthropy” but gets CSR as a business

principle. Understands philanthropy is only a tiny segment of CSR.

•Needs a message that resonates with a business mentality

•Would find the Bridge exercise useful and would be very interested in results before

moving forward. Would use Bridge results as a way to justify bringing on outside expertise.

Cindy CSR

Profile: Social-sector savvy

with a flair for finance and a

skill for aligning CSR

partnerships to company

brand and mission.

Gender: Female

Age: 46

Occupation: Vice President

CSR at X Corporation




How do I create personas?

1. Define Your Segments

2. Define Demographics

3. Articulate Their Values and Beliefs

4. Get Under Their Skin

5. Define The Value They Get From Your Organization

6. Give Them a Face and a Name

7. Share Your Personas

8. Refine Your Persona




Step 3: Identify Gaps



Identify Gaps#AFP13PP | #COMBRIDGE

Identify Gaps

• List Your Existing Digital Media Assets

• List Non-Digital Media Content

• Identify Digital Media by Stage

• Identify Digital Media by Funder Persona

• Identify Gaps in Your Digital Media




Step 4: Build & Create Digital Content



Build/Create Digital Media#AFP13PP | #COMBRIDGE

Identify Key Messages

• Central to you entire communication strategy

• Get everyone on the same page

• Create "talking points" pocket sized cards

• Distribute to everyone

– Board Members

– Staff

– Volunteers

– Supporters




Generate Content Ideas

• Curate Content

• Ask Your Audience

• Do an Interview

• Solicit Guest Posts

• Explain Your Success and Failures




Outline Standards for Quality

• Design Templates

• Graphic Standards

• Proof Reading Processes

• Publishing Schedules




Ensure Consistency

• Develop an Editorial Calendar

– Blog Posts

– Newsletters

– Webinars




Repurpose Whenever Possible

• White Paper

– Webinars

– Infographic

– Blog Posts (multiple)

– Podcasts

– SlideShare

– FB Posts

– Tweets




Digital and the Funding Process

• Research

– Creating Awareness and Attracting Attention

– Initial Website or Blog Visit

• Cultivation

– Subscribe to Email List/Download a White Paper

– Education/Nurturing

• Ask

– Advocacy Call to Action

– Funding Call to Action

• Thank You for Advocacy/Funding Support




Step 5: Organize Distribution



Organize Distribution#AFP13PP | #COMBRIDGE

Select the Right Channel to Promote Your

Digital Content




5 Tips

1. Read Blogs

1. Use Excited People as Authors

1. Post Consistently

1. Have an RSS Feed and Comments

1. Just Do It!




Social Media Platforms




5 Tips

1. Tell a story

2. Show a process

3. Call to action

4. Make people think

5. Show results




And don't Forget.....




Step 6: Measure Your Results



Measure Your Results#AFP13PP | #COMBRIDGE

Step 6: Measure Your Results

• Keep Track of Performance

• Test, Test and Test again

– What's Working

– What's not working

• What are indicators of activity - What is your measure of success?

• Monitor your digital performance

• Measure you digital media efforts and report on progress


Closing Thoughts

@RoxanneJoffe | [email protected]

@MelissaKoss_ | [email protected]




digital fundraising pp 130610

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