Relationship Building 101: How to make your constituents fall in love with you

#16NTClove101

How do I find them?

The first interaction

Building the

relationship

Keeping

the relationshi

p going

#16NTClove101

How do I find them?

#16NTClove101

How do I find them?

#16NTClove101

Look Legit•professional looking website?•photos and names of people working there?•stories and photos of your work?•active on social media?•set up to receive online donations?•giving page easy to find?•physical address and annual report listed and easy to find?

#16NTClove101

Go where the donors areTwitter Ads to those following similar causes

Ticket sales opened: 4:00pmSOLD OUT: 4:04pm

Bookings opened: 10:00amFULLY BOOKED: 10:02am

Help them give time, then money.

#16NTClove101

Find them in unlikely places•Cause Marketing – make it about them•Employee Engagement•Make it easy to partner with you

#16NTClove101

Cause Marketing made easy

#16NTClove101

59% of Millennials give through their work

#16NTClove101

Loyal Donors are your best recruiters

#16NTClove101

San Francisco AIDS Foundation

#16NTClove101

#16NTClove101

A tweet is worth its weight in gold

#16NTClove101

How do I go viral?• Unpredictable, but can be primed• Need to have strong social media• Be unpredictable, yet simple• Find your “sneezers”• People with large networks • How do you engage and inspire

them?• Clear and Specific Call to Action

“do this or donate $100”• Create urgency “complete this in

24hrs”

#16NTClove101

How do I find them?

The first interaction

#16NTClove101

The first interaction.

#16NTClove101

First donation, as a first date•Start with coffee•Don’t try to win them over from the start•Ask questions, learn more•Make it about them•Give them something of value

#16NTClove101

Don’t wait the 3 days to call• Send your thank you as soon as possible• 53% of donors say “achieving and communicating measureable results” drives them to donate again• Invite them out again, but a soft ask • Follow us on social media, subscribe to blog• Share this with a friend - https://clicktotweet.com/

#16NTClove101

A Photo can make all the difference• People are obsessed with images• 350 million photos uploaded to

Facebook/day• Tweets with an image get 35% more

retweets • Capture their experience and share it

with them• Photos of the volunteer day• A photo of how their funds are being used• Photos of your team processing the

donation• An image makes the experience

concrete• Videos too!

#16NTClove101

#16NTClove101

Check out your competition

•Make a small donation at a similar organization•What was the donor experience?

How do I find them?

The first interaction

Building the

relationship

#16NTClove101

Building the relationship.

#16NTClove101

What do we do in our relationships?•Use knowledge to respond & influence differently•We don’t overthink communicating with those we know•Make it personal•Listen more•Make it about them

#16NTClove101

Write like you would to a friend•No marketing jargon•Read your email out loud to a friend•What’s your name again?•Choose <insert field> wisely

#16NTClove101

#16NTClove101

#16NTClove101

#16NTClove101

Thank you’s that stick“Dear Rachel- The screams and squeals from the girls were positively deafening when they found out that, thanks to your generous support, they were going to get to tour the nation’s capital. Thank you!”

Vs

“On behalf of the staff, board and volunteers of XYZ organization…”

#16NTClove101

To be continued…•Always add the “next” thing in an email•Keep them on a journey•What’s the next project?• Is something big in the works?•Events coming up?

How do I find them?

The first interaction

Building the

relationship

Keeping

the relationshi

p going

#16NTClove101

Past the honeymoon phase…•“Real” relationships vs donor relationships•You aren’t out to “win” them or “trick” them •Understand that relationships change over time

#16NTClove101

Ask questions. People will answer them.•Not the form type – like address, email blah, blah•Ask about the “why”•Drop downs to bucket people into campaigns •Capture stories when you can•Capture the data you would for a personal relationship•Use CRM to secure your Institutional Memory

#16NTClove101

It’s all about them• Listen to them on social media•Make sure you retweet stuff that is important to them• They get a notification when you do!

#16NTClove101

Remember & Celebrate Milestones

#16NTClove101

#16NTClove101

Data that helps you segment & personalize•We “expect” to be treated differently• Create personas to understand different types of stakeholders•What data are you going to action on?•What data truly differentiates them?

#16NTClove101

#16NTClove101

Less wasted marketing effort.•Your email clicks and opens will improve•More donations with less emails•Build more trust•Less likely to appear as SPAM

#16NTClove101

Segmenting your data•New vs Regular Donors• You don’t talk to an acquaintance the same way as an old pal

•Annual Giving Level• Not more important, but want to see bigger impacts/strategy

•Potential major gift donors•Who is already engaged with similar organizations?

•Matching gift donors• Have an employer match program at work

•Event Attendees

#16NTClove101

Segmenting your data•Geography• If national, do you share stories that are more local to them?

•Age group• Affects finances, way they communicate, etc.

• Job/Employer•Do they have skills that are valuable as a volunteer?•Does their employer have matching or volunteer days?

#16NTClove101

•Was sent out at intermission of the show and had a 67% open rate!•Followed up by a call, 50% purchased another ticket

#16NTClove101

Keep your data clean•Bounce rates can affect your overall ranking•Don’t waste sending mail to people not there•Time and effort is costly

#16NTClove101

Before you click send•Why am I sending this?•Who will receive this email?•Does a segment deserve a different message?• Am I missing a group that would care?

•What’s in it for them?•Where am I sending them after?•How am I using personalization?

#16NTClove101

#16NTClove101

Keep connected to them•Share a story monthly on a blog•Tweet that story•Share on Facebook

•Quarterly newsletter•Use blog stories•Ask subscribers to share the stories•Have a strong and specific call to action

#16NTClove101

Analyze & Refine•What tweet did the best?•Which Facebook post got the most likes?•Which blog post had the most conversions?•Track email open rates and click rates

#16NTClove101

#16NTClove101

Things learnt from the business world• Customer service is the most important thing• It’s harder to acquire a new customer than retain one you have

• 5% of donors leave because they think the nonprofit doesn’t need them.• 8% of donors leave because the nonprofit didn’t share how money will

be used.• 9% of donors leave because they don’t remember giving.• 13% of donors leave because the nonprofit didn’t say thanks.• 18% of donors leave due to poor service or communication.

#16NTClove101

#16NTClove101

30sec key takeaways• Stakeholder relationships are like your personal relationships• Ask questions, learn more about them• Communicate often•Use messages that “stick”• Secure your institutional memory with CRM• Customize & Personalize the message to segmented groups

#16NTClove101

Melissa Alvares@melisonitmalvares@altusdynamics.comwww.altusdynamics.com

Kathryn Murphy@SFAIDSFound kmurphy@sfaf.orgwww.sfaf.org

Materials & Collaboration Notes: http://po.st/love101-16NTC

Session Evaluation: http://po.st/AQ3KfI