365 Constituent EngagementDolores McDonagh Principal Consultant, Creative & Strategy Practice

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Why engage?

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You gotta reach out…

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How do you avoid this?

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How to Avoid Losing Your Mind

• Have a Plan• Use ALL Your Channels Wisely• Embrace Automation

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Have a Plan

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Welcoming Website

• Identify great content on your website and highlight in cultivation communications

• Highlight donor & advocate impact prominently on your site

• Consider a Action Center where constituents see that it’s “all about them.”

35% of donors report visiting a charity’s website from a few times per year to daily.

Where To Start:

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Action Center

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Empower Constituents to Update Info

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Multi-Channel Marketing

• Don’t assume digital donors don’t want direct mail (and vice versa)

• Let donors know if there is additional content online and provide url

• In appeals remind people they can donate online

Direct Mail listed as the #1 way donors got information in Charity Dynamics Donor Engagement Study

Where To Start:

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Multi-Channel Marketing

• Invest in mobile friendly or responsive emails

• What good is sending email if people can’t read it?

• Try not to make your donors work so hard

Increased in mobile viewership in the last 12 months – selected Charity Dynamics Clients

Mobile:

44%

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Sharable Social MediaMany Hands Make Light Work

• Let Your Supporters Share the Load

• Do invest time in monitoring your feeds, both for cultivation and to feel the zeitgeist

• Don’t create “rogue” social campaigns, unless you have a really good reason

54% of donors are willing to talk to friends and family about their favorite organization.

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Hard Working Emails

• Only email when you’ve got something to say

• Don’t skimp on personalization

• Less is sometimes more for some segments

• Embrace Automation through “Trigger Campaigns”

51% of donors get information about their favorite charity from an e-newsletter.

Sometime Less is More:

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Digital Communication Preferences

• Email and Website generally come up #1 and #2 in digital activity, from Advocacy to finding Volunteer Opportunities to Researching before Donating

Low Mid High0%

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20%

30%

Find Out about Advocacy Needs

Visit Charity’s website from my computer

Visit Charity's website from my mobile device (phone/tablet)

Visit Charity’s Facebook page

Use Charity’s mobile app

Log-in to personal profile/page on Charity’s website

Follow Charity’s Twitter feed

Receive text message from Char-ity

Receive email from Charity

Donation Level

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Avoid the Email Wheel through Automation

Marketing Automation: a subset of customer relationship management (CRM) that focuses on the definition, scheduling, segmentation and tracking of marketing campaigns. The use of marketing automation makes processes that would otherwise have been performed manually much more efficient and makes new processes possible. -- Marketing Automation Times

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Welcome Series

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Welcome Series

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Welcome Series Personalization

Standard eCommunications Rotation

Donors

• Thank Them• Lead them to

content that shows impact

• Ask them Advocate

• Upgrade to monthly donor

Advocates

• Thank Them• Offer 3-4 links

showing programs• Ask them to take

a pledge• Single donation

ask

Enews Subscribers

• Remind Them• Offer 3-4 links

showing programs• Ask them to

follow you on social media

• Single donation ask

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Other Trigger Campaigns

• Monthly Giving Ask to People giving multiple gifts in a specific period of time

• We Miss You email(s) to people who haven’t opened an email with a specific period of time

• Second Chance emails

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Reactivation Email

• Steal ideas/copy from your membership renewal series• Survey• What did we do

wrong?• Tell people you’re

removing them from your list

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Second Chance Emails

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Donation Asks of Advocates

Contact Charity Dynamics at charitydynamics.comdmcdonagh@charitydynamics.com