16ntc: use the news

@IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio

Use The News

Whitney Broadwell

International Medical Corps

Wendy Marinaccio Husman

Mal Warwick | Donordigital

How To Fundraise When The Media Spotlight

Shines on Your Organization’s Mission

Housekeeping

Collaborative notes: http://po.st/opportunity-16NTC

Get social with us! #16NTCopportunity

Whitney Broadwell

Senior Resource Development Officer

Global nonprofit dedicated to saving lives and relieving suffering through health care training and relief and development programs

Strive to be first there, no matter where to provide medical care to survivors of disaster, disease and war and conflict – often within 24 hours

Train local health workers and rebuild health care infrastructure

Mal Warwick | Donordigital

Account Director

Donordigital

Integrated, multi-channel strategy

High-level and granular analysis

Full copywriting and design creative service

Production and management services

Use the news

Prepare a fundraising and communications

plan in advance

Implement that plan as quickly as possible

when your mission is in the spotlight

Leverage unexpected events into more

supporters for your organization

Carpe momentum!

Be prepared logistically Contact information

Approvals

Templates

Know your goals

Have something in your back pocket

Build on successful strategies

Be creative

Speed is the critical factor

You are competing with others for attention, so the perfect is the enemy of the good.

In many cases, you are competing with other nonprofits for donations.

Make quick decisions

Get buy-in ahead of time for a quick approval process

Success after one event increases the likelihood of success in the next one, because your supporters, email list, and media outlets will look to you again.

Digital fundraising channels are a perfect fit

Website

Email messages

Facebook – organic posts (& promoted posts)

Facebook – ads

Search marketing – Google Grant, paid ads

Mail & phones are great but less nimble

Sample Emergency Response Plan

Be nimble

How to be nimble

Emergency email template

Donation form ready to clone

Pre-approved media budgets for paid ads

Social media strategy

Online/social media ads template

Don’t forget back-end operations!

Donation Form Example

Grow Your Email File

Tap Into Powerful Partnerships

The Power of Oprah!

The Dude Abides

Common pitfalls

Approval process is too long

Too many people

Too much second-guessing

Creating everything from scratch each time

Not tracking your performance

Common pitfalls

Communications/PR team ready to pitch your

organization to media outlets

Agreements with celebrities or corporate sponsors

regarding their support

Offline direct response strategies:

Direct mail urgentgram

Telemarketing vendor agreements & scripts prepared

Take it to the next level

Recipe to drop a mailing quickly:

Printing done and held at mailshop

Monthly data files sent to mailshop

Postage payment plan set up

Copy written immediately & lasered

Choose segmentation

We were able to drop this mailing the Monday after the Nepal earthquake hit (approx. 40 hours)

Mail “Urgentgram”

Ensure you have source coding/tracking

systems in place so you are able to track your

success

More…? Example of metrics spreadsheet?

Tracking your efforts

NEPAL RESTRICTED FUNDING

*Cash Received

Online Gift Count Average Gift Amount

Main Nepal Donation Page/Email 2722$ 110.67 $ 301,244.76

Facebook Landing Page 8227$ 71.67 $ 589,664.50

Nepal Press Release Landing Page 598$ 120.84 $ 72,264.56

Facebook Ads 111$ 62.61 $ 6,950.00

Google Search Ads 17$ 46.76 $ 795.00

Google Display Ads 17$ 46.29 $ 787.00

Bing Display Ads 3$ 293.33 $ 880.00

Case Study: Nepal Earthquake

Saturday

Sunday

Monday

Tuesday

Tuesday + beyond…

A Note About Self Care

Second gift conversion after a media event

Thank donors immediately after they donate

Ensure they are tracked by people interested

in that event and with the method they joined

Follow up to keep donors updated with news

of your efforts on the topic they joined on

Steward them regarding how their gift helped

After a media event: donors

Welcome Series

New donor welcome seriessecond gift conversion

Include the topic they donated to

Monthly giving ask

Incorporate their topic of interest in future email appeals

Include these donors in future mail appeals

Renewing these donors

Renew as acquired

Monthly ask

Welcome series

Ensure they are tracked

Follow up to keep donors updated with news

of your efforts on the topic they joined on

Mention the way they joined in appeals

After a media event: non-donors

Let your supporters know where their

money/time went

Videos – news stories, in-house, external

partners

Reports – 1 month, 3 month, 6 month

Nepal follow-up

Helpful tools

Social share

Easily create social sharing

code for free on our website:

www.donordigital.com/socialshare

Response significance

Ensure your tests have a statistically significant

response

90% confidence indicates a 10% chance the

result is not significant; best to be at 95%+

Use our calculator:

http://malwarwick.com/response-significance-

calculator/

Take-Aways

Don’t let an opportunity pass your organization

Always be prepared

Know what you’re authorized to do

Track your efforts

Questions?

Please take the survey: http://po.st/ncF7Xj

Call us anytime!

Whitney Broadwell

wbroadwell@internationalmedicalcorps.org

(202) 828-5155

www.internationalmedicalcorps.org

wendy@donordigital.com

(510) 473-0366

www.donordigital.com

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