This webinar was created by Constant Contact and nonprofit expert John Haydon. There has never been a more important time to master nonprofit fundraising. Nonprofits need to know how to craft a compelling pitch that tugs on the heartstrings and the purse strings. To do that effectively, you must know how to communicate with the right supporters at the right time before, during, and after fundraising events. We’ll show you how to do that in a more organized and efficient way. This SlideShare will show you how email can help you stay in contact with your supporters when it matters most.

1. © Constant Contact 2017
How to Communicatewith Supporters
Before, During and After a Fundraising Event
With nonprofit expert John Haydon
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2. © Constant Contact 2017
Your Host:
Bria Sullivan
Webinar Content Developer
Constant Contact

3. • Helped Komen Greater NYC increase their online fundraising by 30%.
• Helped the Ellie Fund win a national online fundraising contest ($53,000 in 24-hours).
• Helped Twin Cities Habitat for Humanity raise over $215,000 during a #GiveMN event.
John Haydon is one of the most sought-after digital marketing
experts for nonprofits and charities. He has helped hundreds of
nonprofits realize their best marketing and fundraising results.
John helps nonprofits, charities and community foundations get
more from their digital investments with strategic coaching,
consulting, and training.
He is also the author of Facebook Marketing for Dummies, and
Facebook Marketing All-In-One (Wiley).
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4. Agenda
4
1. How to craft a compelling pitch
2. How to identify and segment your audience
3. How to drive fundraising event registrations
4. How to identify best times to send donation emails
5. How to retain more donors with email

5. 5
How to craft a compelling pitch for your eventAgenda

6. How to craft a compelling pitch for your event
Your sales pitch should cut through the clutter
6
Noise
Lack of attention
Competition

7. How to craft a compelling pitch for your event
Find out what is important to your supporters
7
Social media
In email metrics
Through survey responses
Listen to comments on:

8. How to craft a compelling pitch for your event
8
Consider your survey
questions carefully

9. What makes a pitch compelling?
How to craft a compelling pitch for your event
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10. 10
How to craft a compelling pitch for your event
The 4 Elements of a
Compelling Pitch
Story
Contrast
What’s in it for me? (WIIFM)
Urgency

11. Story
How to craft a compelling pitch for your event
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12. Contrast
How to craft a compelling pitch for your event
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13. WIIFM
How to craft a compelling pitch for your event
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14. Urgency
How to craft a compelling pitch for your event
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15. To get your email opened!Your subject line has one job…
How to craft a compelling pitch for your event
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16. To get your email opened!
How to craft a compelling pitch for your event
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17. What is it?
Post this:
Recency to offline interaction
How to craft a compelling pitch for your event
Recency to online interaction
Recognition of the sender
Subject line
Relevance
Factors that
influence open rate
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18. To get clicks!Your email message has one job…
How to craft a compelling pitch for your event
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19. To get clicks!
How to craft a compelling pitch for your event
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20. The 3 P’s
of a Perfect Email
Message
Payoff
Problem
People
How to craft a compelling pitch for your event
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21. How to craft a compelling pitch for your event
Go tell it on the mountains and in the valleys
YOUR
PITCH
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22. 22
How to identify and segment your audienceAgenda

23. Whyshouldyousegmentyouraudience?
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24. • Donors
• Volunteers
• Advocates
• Marginal interest
• Event attendees
• Sweepstake participants
• Newsletter subscribers
All supporters are not
created equal
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25. • First-time donors
• Returning donors
• Monthly donors
• Major donors
• Gave over a year ago
• By donation amount
• By program
All donors are not
created equal
25

26. What is it?
Post this:
First-time donor
How to craft a compelling pitch for your event
Returning donor
Monthly donor
Major donor
Lapsed donor
Segment based on actions,
interest and participation
By donation amount
By event
By program
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27. • How to identify/segment your audiences
Topics
Types of emails
Email frequency
Let your
supporters choose:
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28. Target more highly relevant subscribers
with timely marketing emails
How to identify/segment your audiences
Online donation
Volunteer signup
Newsletter subscriber
Pledge signer
Event registrant
Survey taker
Other actions 28

29. NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking.
How to identify/segment your audiences
Use automated messages
to communicate in a timely way
The
Trigger
Someone
registers
for your
event
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30. How to identify/segment your audiences
Use timed messages to stay top-of-mind
Day 1 Day 3 Day 5
Message 1 Message 2 Message 3
“Thank you for registering
for our event!
Invite your friends.”
“Event news, please
share.”
“Other ways you can
help…”
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31. 31
How to drive fundraising event registrations

32. Whatmotivatespeopletoattendfundraisingevents?
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33. Whatmotivatespeopletoattendfundraisingevents?
Preach to the choir
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34. Invitepeoplewho:
Love the cause
Love the community
Love the activity
Love the sponsor
Love the organization 34

35. SET UP
- 3 months
PROMOTE
- 1 month
REMIND
- 1 week
INSPIRE
The big day!
THANK
+ 1 day
WHAT’S NEXT?
+ 1 week
Mobile friendly event
page
Drive traffic with
direct mail
Update event page
with social proof
Close registration and
add important details
for registrants
Update page with
event pics (link)
Thank again, tell
registrants what’s
next
Develop stories and
content
Engage community
with stories
Ask registrants to
share top stories with
friends
Encourage
participants to share
on social during event
Feature event pics
Share stories for next
event
Write email drip
campaigns
Early registration
email campaigns
Send 1-2
FOMO emails
Email last-minute
details to registrants
Send email blast
with event pics
Thank again,
tell them what’s next
Assemble
ambassadors
Ambassadors start
promoting
Ambassadors
last-minute push
Encourage
ambassadors to share
on social during event
Thank by phone
and postcard
Coffee and bagels
Google Analytics Native ad retargeting
Target friends of
event registrants
Stop all ad campaigns
Thank all participants
in thank you video
Debrief metrics
How to drive fundraising event registrants
What to do before, during and after an event: a checklist
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36. 36
How to identify best times to send donation emails

37. • Easy to send
• Promote events, advocacy actions,
volunteer opportunities, etc.
• Lets you measure engagement
• Lets you segment subscribers
Examples:
• Newsletters
• Action alerts
• Campaign launch
How to identify the best times to send donation emails
Blastingyourlist
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The good

38. How to identify the best times to send donation emails
• Can be an interruption
• Engagement rates can be low
• Difficult to drive multiple actions
• Competing action calls
The bad
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Blastingyourlist
Examples:
• Newsletters
• Action alerts
• Campaign launch

39. How to identify the best times to send emails
Thebenefitsof triggeredemails
Triggered by subscribers
Timely and relevant
Repeatedly invites action
Engagement rates are higher
2
1
3
4
On-boarding emails
Follow-up series
Action triggers
Retention series
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Benefits Types

40. How to identify best times to send donation emails
How to lowerunsubscribesusing opt-outmessaging
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41. How to identify best times to send donation emails
41
MoreTipsforReducingOpt-outs

42. How to identify best times to send donation emails
42
Timingis everything
2
1
3
Right people
Right content
Right time

43. How to identify best times to send donation emails
43
Speakto the mostinterested
2
1
3
People interested in events
People who downloaded a resource
People who joined a campaign

44. How to identify best times to send donation emails
44
Alwaysaimto be helpfulto yoursupporters
2
1
3
How can you empower them?
How can you connect them with outcomes?
How can you be useful?

45. 45
How to retain more donors with email

46. How to retain more donors with email
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7 FactorsThatInfluenceDonorRetention
Donor feels important
Donor feels appreciated
Donor gets updates about their impact
Donor feels your organization is effective in achieving its mission
Donor knows what to expect with each interaction
Donor receives sincere and timely ‘Thank You’ Messages
Donor has opportunities to make her views known

47. 47
On-Boarding Email #1) Say Thanks
B
A
C
Message tone: Thank them with no
strings attached. Be encouraging and
express appreciation.
Timing: Immediately after donation.
Testing: Create 2-3 variations to split
test. This will help you discover the
best approach.

48. 48
On-Boarding Email #2) Report back about their gift
A
C
Message tone: Talk about what their
donation did, not what your organization
did. Be encouraging and express
appreciation.
Timing: If your donor system allows,
create a rule to automatically send these
messages 30 and 90 days after the gift
was made
Testing: Create 2-3 variations to split
test. This will help you discover the best
approach. Also test timing (30 and 90
days).
B

49. 49
On-Boarding Email #3) Invite donors to give again
A
C
Message tone: Thank them for their
support, here’s a new challenge.
Timing: Within the first 90 days
increases retention.
Testing: Create 2-3 variations to split
test. This will help you discover the best
approach. Test variations with 10% of the
list, then use winning elements for 90%.
B

50. 50
1. Craft a Compelling Pitch
a. Story
b. Contrast
c. WIIFM
d. Urgency
e. Focus on the 3P’s People, Problem, Payoff
2. Segment based on interest and actions
a. Let supporters choose their timing and interests
b. Rely on automated emails for more timely messages
3. Drive registrations by preaching to the choir
a. Focus on those who already love the cause, supporter, organization
b. Make sure you have everything set up before promoting event
4. The best time to send is when your message is most relevant
a. Timing is everything
b. The most interested are those most engaged with content
c. Messages will be welcomed if they are helpful to supporters
5. Retention
a. Thank the donor
b. Inform them about their gift
c. Make the donor feel appreciated
Takeaways
Summary

51. Learn to communicate better
with your base
Free Email Fundraising Course
https://johnhaydon.lpages.co/email-
fundraising-basics-ebook/
Stop blasting your list. Start raising more money.
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52. Resources
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View the recording
https://attendee.gotowebinar.com/register/104016586
9447771650
Download our
Fundraiser Planning Checklist
for Nonprofits
https://blogs.constantcontact.com/wp-
content/uploads/2017/05/John-Haydon-Fundraiser-
Planning-Checklist-for-Nonprofits.pdf
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