3 ways to make a lasting impression with first-time donors
TRANSCRIPT
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression
with First-Time Donors
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
The first donation is a test…
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
They want to see how you’ll treat them BEFORE making a bigger gift.
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
You pass the test each time you make them feel valued and appreciated.
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
“Joanna - People can give to any nonprofit. But they give to us for the atmosphere and the attitude.” - Chotchkie’s Manager
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
Why donors keep coming back:
1. Donor feels your organization is effectively trying to achieve its mission.
2. Donor knows what to expect from your organization with each interaction.
3. Donor receives a timely thank you.
4. Donor receives opportunities to make his or her views known.
5. Donor is given the feeling that he or she is part of an important cause.
6. Donor feels his or her involvement is appreciated.
7. Donor receives information showing who is being helped.
@StevenShattuck
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
#1: Thank them sincerely• Say it better with video
• On the thank you page
• In your welcome email series
@StevenShattuck
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
#2: Reinforce the impact THEY made
@StevenShattuck
• Remove your org from narrative
• Connect their gift to the outcome
• Make them the hero
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
#3: Ask them what THEY think
@StevenShattuck
• Use donor surveys
• Why did they give?
• What programs are they interested in?
• Give them a sense of control
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
BONUS: Go old school
@StevenShattuck
• Hand-written thank you cards increase likelihood of second gift by 400% - Tom Ahern
• Thank-you phone calls boost first-year retention by 30% - Roger Craver
• Key is that it’s unexpected and personalized
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
Q&A
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Get access to the Hump Day archives: http://members.johnhaydon.com/course/smart-marketing-lessons/
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 Ways to Make a Lasting Impression with First-Time Donors
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chambers of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.