How to Market Your Nonprofit's Impact to Maximize Your Fundraising ROI

Marketing your Nonproﬁt’s Impact
to Maximize Fundraising ROI
Presented By:

Your Presenters:
Taylor Corrado
Head of Nonproﬁt Marketing
HubSpot
Mike Spear
Director of Platform Engagement
StayClassy

Today’s Agenda:
1.  Why People Give
2.  Donor Retention
3.  Case Studies
4.  Key Methodologies
5.  New Opportunities

Why People Give
Why People Give? Case Studies Key Methodologies Q & A

I have found that among
its other benefits, giving
liberates the soul of the
giver.
Maya Angelou

There ain’t no rules
around here.
We’re trying to
accomplish something!
Thomas Edison

Two Types of Donors:
Case Studies Key Methodologies Q & AWhy People Give?
•  Emotional Donors
•  Informed Investors

Emotional Donors:
•  Usually less sophisticated
•  Respond to personal appeals
•  Respond to emotional content
•  Giving is a luxury
•  Risk of higher donor attrition

Informed Investors
•  Usually more sophisticated
•  Respond to tangible needs
•  Respond to audacious vision
•  Investing is a moral imperative
•  Higher probability donor retention

InformedEmotional
Your new donors

New donor attrition
60 to 90%
Problem:

Donor Funnel
Supporter
Donor
Recurring Donor
Fundraiser
Lifelong
Fundraising
& Major
Gifts
Engage with supporters wherever
they are in your funnel, and seek to
upgrade them over time.

Donor Funnel
Supporter
Donor
Recurring Donor
Fundraiser
Lifelong
Fundraising
& Major
Gifts
Your challenge:
•  Inform
•  Inspire
•  Involve

Your Donors
Emotional
Donor
Informed
Investor

Donor retention
70%
Recurring Donations

Tactics that Work
•  Tell a compelling story
•  Appeal to emotion and intellect
•  Instill a sense of purpose
•  Invite them to join a movement

How you communicate matters.

People don’t buy what
you do, they buy why you
do it.
Simon Sinek

All the great and
inspiring leaders and
organizations in the
world…
Think, act, and
communicate the
exact same way.
And, it’s the complete
opposite of everyone
else.

The Golden Circle

What everyone does…

What you should do.

To put this in familiar terms:
•  The WHY is the cause and the people
•  The HOW is the programs
•  The WHAT is the impact you help create

Typically, when we’re talking about
impact, we’re talking metrics.

A word to the wise:
A metric is actionable when it provides enough context to help
your organization change its behavior in an effort to improve
performance. The opposite of an actionable metric is a vanity
metric, which lacks the context necessary to help you change
behavior and improve performance.
The total numbers of donations your organization has received
in a year is a vanity metric. The monthly percent increase in
monthly donors is an actionable metric.
StayClassy CEO, Scot Chisholm

Today’s focus:
How to market your impact.
What we’re not focusing on:
What are the right metrics to
articulate your impact.

A few examples…

The Robin Hood Foundation

•  Slick, Visually Appealing
•  Interactive
•  Puts impact front and center
•  Person-centered

Why

Why
How

Why
What
How

Why
What
How
CTA!!

The Acumen Fund
•  Immersive experience
•  Why - How - What
•  Highlight impact
•  Strong Calls to Action

The Acumen Fund
•  Makes sharing EASY
•  Makes you want to share…

The Acumen Fund
•  Compelling
Facebook
content
•  “Only”
26,000 fans
•  CTAs not to
“Like” but to
share

charity:water
•  Compelling use of video
•  Why - How - What
•  Highlight impact
•  Strong Calls to Action
•  Focus on community

charity:water
•  Clear,
achievable
milestones

charity:water
•  Highlights
community
•  Shows
momentum

Invisible Children
•  Excellent
storytellers
•  Shows real-
time progress
•  Proactive
transparency

Invisible Children
•  Big, audacious goal: $2,100,000
•  “Current Goals” of $25,000 - $60,000
•  Impact links back to individual contributors

Invisible Children
•  Targeted “Drip
Marketing”
campaign
•  Nurtured
supporters to
educate and
prepare them for
what comes
next.

Invisible Children
•  Focus on
transparency
•  Keep supporters
up-to-date and
involved

Invisible Children
•  Real-world
Launch Event
•  Inspiration,
education,
community
building

Invisible Children
Focus on:
•  Progress
•  Results
•  Fundraising
support

Invisible Children
•  Variety of style and
content
•  Targeted
Communications
•  Cohesive story arc
•  Accessible, but
assumes level of
engagement

Splash

Key Takeaways
•  Use Why – How – What storytelling
•  Appeal to emotion and intellect
•  Targeted communications
•  Diversify content
•  Strive to relate actionable metrics
•  Create a “narrative arc”
•  Make impact tangible
•  Build community

Tools of the Trade
•  Email Marketing
•  Automated Marketing
•  Website
•  Video
•  Social Media
•  Blog
•  Online Fundraising
•  In-Person Events

Thank You!!!
Taylor Corrado
Head of Nonproﬁt Marketing
HubSpot
Mike Spear
Director of Platform Engagement
StayClassy

Case Studies Key MethodologiesWhy People Give?
Additional Resources
Q & A
StayClassy Fundraising platform: www.stayclassy.org
StayClassy Blog: www.stayclassy.org/blog
CLASSY Awards: www.classyawards.org
HubSpot: www.hubspot.org
Acumen Fund Website: http://acumen.org/
Acumen Fund Facebook Page: https://www.facebook.com/acumenfund
Splash Website: www.splash.org
Proving.it by Splash: www.proving.it
Charity Water Website: www.charitywater.org
Charity Water September Campaign: www.charitywater.org/september
Invisible Children Website: www.invisiblechildren.com
IC’s Zero LRA Campaign: http://zerolra.invisiblechildren.com
Robin Hood Foundation website: http://www.robinhood.org/
Simon Sinek TED Talk: http://www.ted.com/talks/simon_sinek...
The Science of Giving: http://www.amazon.com/The-Science-Giving....

How to Market Your Nonprofit's Impact to Maximize Your Fundraising ROI

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