digital storytelling 2.0

STORYTELLING 2.0: TURNING ONLINE BROWSERS INTO DONORS

True Sense

TrueSense® Marketing I PAGE 2

A bit about me• Sr. Director of Digital Strategy for TrueSense Marketing.

• Prior to joining TrueSense Marketing, previous 11 years in the Non Profit space.

• Director of Digital Fundraising for The Salvation Army USA

• Director of Peer to Peer / Integrated Marketing Save the Children

• U.S. Air Force Veteran

• Married with 3 young girls

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A bit of a recap from 2015

• We learn from an early age …• Stories help us make sense of the world and create order.Everyone Has a Story• What engages you will likely engage others• What is it about a particular story that makes it memorable

We’re Hardwired for Stories

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Real Stories = Real ResultsSharing stories and powerful photos is proven fundraising — creating an emotional connection with donors and showing them their gifts at work.

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DRIVES

Donors’ gifts are an emotional transaction, not just financial. Stories are one way to connect emotion and giving.

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How we tell stories digitally.

Websites

eMail

Social Media

Digital Advertising

Ways to ensure the message is received

Using Digital Media to Tell Our Story

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Overwhelmed inboxes

Total BusinessEmails per day

122 93 14%Total ConsumerEmails per day

Average Non ProfitEmail Open Rate

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Utilize email resend strategies

7% 4% 26%4% open rate

on email resend26% lift in

overall email revenue

7% open ratefor initial email

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Change the subject line and resend

26%26% lift in

overall email revenue

0%0% increase

email unsubscriberate

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How long do folks actually read our email?

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Utilizing headlines and links (teaser copy)

105Clicks to

Website

35Clicks to

Website

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Using Facebook to reach our ‘friends’

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Facebook posting strategy

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Facebook highest performing post

Tampa Bay

Most Active Chapteron Facebook

Mississippi

Most Shared Chapteron Facebook

Mississippi

Highest Engagementon Facebook

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Planning helps to expand your reach

• Email Address continues to be critical

• Target potential donors and volunteers even if they are not your fans

• Facebook custom audience allows for targeted sponsored posts

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Twitter attention span…… wait, what?

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Twitter– know the times

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Twitter– know the approach (use images)

330%

Lift in engagement ratewhen using images in tweets

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Perfect tweet!

West Georgia

Most Active Chapteron Twitter

Northern California

Most Shared Chapteron Twitter

Southern California

Highest Engagementon Twitter

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Social Media – Editorial Calendar

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Editorial Calendar – Start with Themes

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Website Primer – Email (address) is still king

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Website Primer – You will not be annoying

Visitors Gifts RevenueWith Homepage Banner Only 20,417 0 0

With Homepage Banner and Lightbox 19,523 19 $1,390

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Integrate donation forms to align with messages

Firing on all cylinders

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Putting the pieces together

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Facebook Ad Example

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Ad is shared by housefile constituent

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Story is retoldExposure within Leslie’s Facebook network:• 19 people liked her

share• 15 people shared the

RMH ad that Leslie originally shared

• 5 people donated

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New Donors are added

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1 Facebook share brought in $165 ($550)