appreciate engage and retain your supporters
TRANSCRIPT
#C2Webinar
Presented by:
Doug Barker, Barker & Scott Consulting
Amy Ganderson, The Nature Conservancy
Ashley Hansen, Care2
“Appreciate, Engage and Retain Your Supporters”
Watch the full presentation here: http://hub.am/11ohcmO
#C2Webinar
Citizens use Care2 for:
Starting or signing petitions
Spreading news
Commenting on blogs
Donating $
Joining nonprofits
Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
Watch the full presentation here: http://hub.am/11ohcmO
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“Appreciate, Engage and Retain Your Supporters”
Doug Barker
Principal & Co-Founder
Amy Ganderson
Director of Digital Marketing
@amyganderson
Ashley Hansen
Director of Nonprofit Services
@luvthemtns
Watch the full presentation here: http://hub.am/11ohcmO
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“Supporters”
Advocates / Activists
Cause Marketing and Catalog Responders
In-Kind Donors
Individual Donors
Corporate Sponsors
Event Participants
Foundations
Friends
Major Donors
Members
Planned Givers
Volunteers
An inclusive and multi-channel term for a variety of constituents
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Listen and respect
Provide options
Respect interests and preferences
Provide feedback vehicles
Broadly share constituent insight
Pay attention to what your supporters are saying and doing
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Listen and respectAsk: What content are you interested in receiving?
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Supporter-CENTRICITYOrganize around the supporter in order to drive lifetime value
Watch commercial leaders
Transcend silos and channels
Make processes consistent
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SUPPORTER-CENTRICITYThe Nature Conservancy Membership Staff Model, teams organized
based on where the supporter is in the giving life-cycle
New Member Acquisition
Lapsed
Appeals
Sustainers
Retention
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Make it easy to do the right thing
Celebrate successes
Measure staff engagement
Create an environment that fosters staff
satisfaction, loyalty, advocacy, and productivity – your supporter’s
experience depends on it
STAFF-Supporter CONNECTION
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STAFF-Supporter CONNECTIONTwo Nature Conservancy programs that expands the definition of staff and
environmental supporters – GLOBE & LEAF experience depends on it
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How do you define your employer brand?
STAFF-Supporter CONNECTION
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SEGMENT OF ONEMove beyond campaigns to supporter-driven interactions
in order to meet a new set of supporter expectations
Old attitude: great organization, my
duty to supportEmbrace partnership
Enable dynamic
interactions
Recognize donor life
events and stages
Use predictive insights
and profiling
New attitude:
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Fundraising can come from anywhere.
See how Bryan saves coral reefs on his 11th Birthday
SEGMENT OF ONE
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PEER-TO-PEER ADVOCACY
Leverage social media
Foster communities
Empower constituent advocates
Allow supporters to reach out and communicate because
their referrals are the best source of acquisition
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Use your supporters voice to help build your case for a particular issue
PEER-TO-PEER ADVOCACY
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NIRVANA: Delight your supporters because making them
satisfied and loyal is the key to long-term success
Steward the gift
Surprise and delight
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NIRVANA: Ask your members to show support
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NIRVANA: p.s. Don’t forget to say thank you!
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thank you! questions? contact us!
Doug Barker
Amy Ganderson
@amyganderson
Ashley Hansen
@luvthemtns
Watch the full presentation here: http://hub.am/11ohcmO