“…Strike That – Reverse It!” Words made immortal by Willy Wonka (the real one), which come to mind often for those in Annual Giving, who have more and more added to our plate every day, it seems. What does a complete campaign look like, anyway?
Everyone knows that If you keep doing what you’ve been doing, you’ll keep getting what you’ve been getting – and who wants that? No, we must keep our current donors, of course, but add some sizzle and pop to the mix as well . . . only what does that mean, exactly?
Ok, even though it’s an old standby, people are still responding to mail. It’s most likely a hefty portion of your budgetary income, so A/B testing is good. It’s also important to have a good tagline and place a meaningful hyperlink with all mail appeals, since integrated campaigns perform better overall.
Even events aren’t the same any longer. Few invitations are simply sent via mail with confirmations or RSVPs over the phone. Now, in addition to email, events are posted on Facebook pages, Evite, Twitter, etc. In fact, some organizations are getting creative and tweeting their events as they are happening – and not just the people with smart phones! What other spin can make your event(s) fresh, new and exciting? Where’s the video camera?
Storytelling with video is more important than ever now. A compelling narrative with video is a medium like no other, and your organization needs to keep up by joining in. Michael Hoffman points out, however, that another crucial element is the YouTube Nonprofit program, so that clickable links can be added at the end of a message. Have you gotten your account yet, so that you can embed these links in your YouTube videos? Also, what about Vimeo, Funny or Die and other channels? YouTube isn’t the only video space on the web – where are your constituents?
Email Marketing & Online Giving
Like direct mail, email has become an essential tool that isn’t dead, but needs revamping to keep up. Have you added photos and links to videos, as well as your Facebook page, Twitter, LinkedIn, YouTube, etc. channels, so that email recipients can connect with you as they wish? Are these buttons also visible on your website template, too, so that regardless of one’s browsing, a constituent can easily find your social media channels? What about a [share] button? Do you monitor your click through rates on your email campaigns?
There are many more analytics online to monitor than just who opens your emails and acts on them. Have you been monitoring your search terms, so that your site design offers what people most frequently want? Do you have a Google Analytics account, so that you know the details of your site traffic, once people land, how many pages they visit, how often they stay, etc.? And what about your offline stats? How much analysis do you do regarding direct mail (acquisition, renewal, lapsed, etc.), events, and so forth?
The nature of phonathon has changed, but many nonprofits are still making money by conducting them on a regular basis, and adapting them to their specific circumstances. Others are finding them to be more and more obsolete, however, as their donor base is abandoning land lines in greater numbers and are seeking a better way to connect with these high tech potential supporters.
There is no question that connecting with constituents via mobile is the wave of the future – not only for solicitation, but for text messaging and many other uses. Projections predict that the first decade of mobile giving fundraising will surpass that of online giving. Mobile can also facilitate sending tweets or other short messages that notify members of recent legislation, ask for event RSVPs, or simply send people to a specific page of importance on your website. Some predictions see smart phones replacing wallets in the next several years, so communication via mobile will be an essential part of your organization’s strategy. Oh, and then there are QR codes. A whole other world of new and fun applications. Just imagine what you could do with them at an event!
Perhaps you’ve listened to or created podcasts for your organization. Now you can create them on the go, using a smart phone, and integrate them with social media, so that they appear with a photo and on your Twitter and/or Facebook feed. How can you apply short, medium or longer podcasts to your campaign so they are of interest to your constituents?
We all know Facebook is a must in the social media realm. If only they wouldn’t keep changing their rules and policies every month or two . . . not to mention the very design of the page itself. (Am I logged in as myself or the administrator??) Analytics can help here, too, to know what, when and how to post to Facebook.
Perhaps you haven’t yet delved into the micro-blogging world of Twitter. Well, jump in and learn all about hashtags, following and retweeting! Don’t fool yourself into thinking that only one demographic is participating, or that your people aren’t there – they are! Details on how to do it well are useful, of course, but everyone is on a learning curve at first. You’ll learn best by doing it.
Studies have shown that one of the best ways to drive traffic to your website is by blogging – providing useful, relevant content to your followers on a regular basis. One of the biggest mistakes that most new bloggers make, however, is not following through with a schedule once they get started blogging. Whether you’re going to blog weekly, monthly or bi-monthly, announce it and stick to it, so that you will build a loyal readership that knows they can count on viewing your content on a regular basis. (Of course, Seth Godin recommends blogging on a daily basis. Why argue with him?)
There are several other items on your to do list, of course: LinkedIn, Delicious, Foursquare, recruiting and training your board members to be better solicitors – not to mention your own training. (You do have your CFRE, don’t you?) In your spare time, you’ll need to meet several donors face to face and get out a few grant proposals, too.
Well, there are online training events . . .
Keep the base of the pyramid strong