Download - How to be More Relevant in Donors Lives
![Page 1: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/1.jpg)
04/11/2023 Footer 1
TALK TO THE ANGEL,NOT THE BOOKKEEPERHOW TO BE MORE RELEVANT IN YOUR DONORS’ LIVESPractical ways to connect with supporters, activate donors, and raise money online.
www.bit.ly/npEXPERTS
#npEXPERTS | @franswaa
![Page 2: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/2.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 2
NPEXPERTS > DOWNLOAD THE FREE EBOOK
Connect with supporters, activate donors, and raise money online.
Nonprofit experts share their extensive knowledge and expertise in:
- Online marketing and fundraising- Email communication- Social media- Mobile engagement
Download the npEXPERTS eBook and register for free webinars at
www.blackbaud.com/npEXPERTS
![Page 3: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/3.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 3
www.blackbaud.com/npEXPERTS
![Page 4: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/4.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 4
TODAY’S NPEXPERT
Kivi Leroux MillerNonprofitMarketingGuide.com
@kivilm
![Page 5: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/5.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 5
HOW WOULD YOU DESCRIBE YOUR MESSAGING RIGHT NOW?
![Page 6: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/6.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 6
We get media messages a day.
We pay attention to about
We positively remember about
The rest?
So WHAT?WHO Cares?
3,000
52.
4.
![Page 7: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/7.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 7
57% support nonprofits because the cause is “important to me or someone I know.”
Source: Georgetown University and Ogilvy PR
![Page 8: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/8.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 8
50% get involved because “it is something that has impacted me or someone I know.”
WHY GET INVOLVED
Source: Georgetown University and Ogilvy PR
![Page 9: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/9.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 9
38% get involved because “I feel like I can make a difference.”
http://www.flickr.com/photos/edenpictures/5134959531 Source: Georgetown University and Ogilvy PR
![Page 10: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/10.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 10
IT’S NOT ABOUT YOU.
It’s about them!
![Page 11: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/11.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 11
•Kind•Caring•Compassionate•Helpful
•Friendly•Fair•Hard-working•Generous•Honest
HOW AMERICAN DONORS DEFINE A MORAL PERSON
Based on research byphilanthropic psychologist
Jen Shang
![Page 12: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/12.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 12
• I am a committed• I feel a sense of loyalty• ____ is my favorite charitable
organization.
HOW THEY FEEL PREDICTS BEHAVIOR
Based on research by
![Page 13: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/13.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 13
Half of donors give 2/3rds of their annual donations to a single favorite charity.
THE FAVORITE CHARITIES GET MORE
![Page 14: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/14.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 14http://www.flickr.com/photos/stevendepolo/4137096855
The real question:How can
you become
their favorite cause?
![Page 15: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/15.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 15
The Inner Bookkeeperand the
Inner Angel
![Page 16: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/16.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 16
There’s some bookkeeperin all of us.
![Page 17: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/17.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 17
But we are mostly Angel.
The Angel ALWAYS wins.
![Page 18: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/18.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 18
Angels want to feel appreciated.
http://www.flickr.com/photos/ganatlguard/8289339879
![Page 19: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/19.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 19
Angels want to feel included.
![Page 20: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/20.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 20
Angels want to feel in the know.
![Page 21: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/21.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 21http://www.flickr.com/photos/shimelle/478989869/
Show your love for your donors’ inner angels by being relevant in their lives.
![Page 22: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/22.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 22
Follow the Six Rs ofRelevant Messaging
Download as a PDF:
npmg.us/6R
![Page 23: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/23.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 23
It’s Rewarding
The benefits of following through on the calls to action are clear.
![Page 24: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/24.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 24Thank you, Tom Ahern, for the example.
Ten fold increase from one edition of the newsletter to the next, simply by switching from corporate storytelling to donor-centered storytelling. “Spine care” raised $5,000. “Zawadi” raised $50,000.
REWARDING MESSAGES:Make donors feel awesome!
![Page 25: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/25.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 25
REWARDING MESSAGES:Make donors feel like they are part of it.
![Page 26: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/26.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 26
REWARDING MESSAGES:Let donors express themselves.
![Page 27: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/27.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 27
It’s Realistic
The barriers to following through on the call to action are addressed.
![Page 28: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/28.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 28
REALISTIC MESSAGES:Acknowledge and address their fears head on.
![Page 29: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/29.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 29
REALISTIC MESSAGES:Make it super easy to follow through.
![Page 30: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/30.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 30
It’s Real Time
It makes sense given the context and what else is happening right now.
![Page 31: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/31.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 31
REAL-TIME MESSAGES:Connect to what they are already hearingabout.
![Page 32: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/32.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 32
REAL-TIME MESSAGES:Acknowledge what else is happening in their lives.
![Page 33: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/33.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 33
REAL-TIME MESSAGES:Don’t wait for an annual report to show progress.
![Page 34: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/34.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 34
It’s Responsive
They can tell we are listening and taking what we hear into account.
![Page 35: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/35.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 35
RESPONSIVE MESSAGES:Show that your org is full of helpful humans.
![Page 36: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/36.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 36
HSUS Goal for Responsiveness: 2 hours on Facebook; 30 minutes on Twitter
![Page 37: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/37.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 37
It’s Revealing
We are sharing or showing something new and interesting.
![Page 38: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/38.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 38Read the story of this post here: http://www.bethkanter.org/pigs-hsus/
REVEALING MESSAGES:Bring new info or perspectives to light.
![Page 39: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/39.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 39
REVEALING MESSAGES:Share the back stage story.
![Page 40: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/40.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 40
REVEALING MESSAGES:Share what happened AFTER the fundraiser.
![Page 41: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/41.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 41
It’s Refreshing
The style and tone are authentic and maybe a little surprising.
![Page 42: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/42.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 42
REFRESHING MESSAGES:Have some fun!
![Page 43: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/43.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 43
REFRESHING MESSAGES:Can make you look twice.
![Page 44: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/44.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 44
REFRESHING MESSAGES:Express an opinion!
flickr.com/photos/randysonofrobert/393165345
![Page 45: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/45.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 45
Favorite nonprofits win.
To become their favorite, speak to the inner angel and be more relevant.
![Page 46: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/46.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 46
What Have You Learned Today?
What Questions Do You Have?
![Page 47: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/47.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 47
Download the First Chapter
Free Right Now
ContentMarketingforNonprofits.com
Fb.com/contentmarketingfornonprofits
#cm4np
![Page 48: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/48.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 48
Kivi Leroux Miller@kivilm
Fb.com/nonprofitmarketingguideFb.com/[email protected]
![Page 49: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/49.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 49
NPEXPERTS > DOWNLOAD THE FREE EBOOK
Connect with supporters, activate donors, and raise money online.
Nonprofit experts share their extensive knowledge and expertise in:
- Online marketing and fundraising- Email communication- Social media- Mobile engagement
Download the npEXPERTS eBook and register for free webinars at
www.blackbaud.com/npEXPERTS
![Page 50: How to be More Relevant in Donors Lives](https://reader036.vdocuments.us/reader036/viewer/2022081518/554ab909b4c905e4668b5a9f/html5/thumbnails/50.jpg)
04/11/2023 Kivi Leroux Miller | #npEXPERTS 50
Luminate™ Online helps you understand your online supporters and improve online fundraising performance. You'll have everything you need to acquire more constituents, build online fundraising campaigns and nurture sustainable donor relationships.
http://bit.ly/LuminateOnline