scaling generosity - site stacker gathering 2017

ScalingGenerosity

VIRTUOUS CRM SCALING GENEROSITY

MODERN DONORS EXPECTsophisticated storytelling and technical savvy from their charitable organizations. [They] will not only give money, but will also volunteer and lend the force of their own social networks to a cause they believe in.”

“

–NY Times


Welcome… to the Internet in 1996.


Welcome… to the Internetin 1996.


One to ManyYesterday’s Internet:

Pets.com Classmates.com Yahoo DASCO


The Rise of One to OneTechnology


One to OneToday’s Technology:

Google FacebookAmazon Netflix


One to OneToday’s Technology :

Google FacebookAmazon Netflix


Personalization at Scale


How this Shift is Impacting Fundraising


Value Relationships Over InstitutionsIce Bucket Challenge

What We See fromDonors

What We See fromCharities

Institutional CommunicationTraditional, Little-to-No Personalization




Fans to FundraisersCrowd-Sourced Participation

Too Few FundraisersOver Reliance on a Few Key Donor Development Staff






Fans to FundraisersCrowd-Sourced Participation

Data-Driven DecisionsHigh Access to Information

Too Few FundraisersOver Reliance on a Few Key Donor Development Staff

Antiquated TechnologyDonors are a Row in a Database




What We See fromFor-Profits

What We See from Non-Profits


Bound to Traditional Tech

Not Agile Enough

Trapped in Legacy Systems

Flat Fundraising Results

Dying on the One to Many Model

The World Changed…But Not Every Nonprofit Can Keep Up



Insights Help YouKnow Each Donor

Tailored, AutomatedConversations to

Build Trust

Customized Next Stepsfor Each Donor

How Virtuous CreatesPersonalization at Scale


Insights help you know each donor

Technology

CRM / Donor Mgmt

Social media scraping and relational influence tracking

Geo-location and nearby donors

Giving patterns and wealth metrics

O R G AN I Z AT I O N S W AN T P E R S O N AL I Z AT I O N AT S C AL E



Marketing AutomationSoftware that helps organizations more effectively market on multiple channels (mail, email, social, etc.) by automating repetitive tasks or a series of tasks. In other words, it helps you personalize communication for 10,000 donors in a way that used to only be possible for your top 100 donors

D E F I N I T I O N


HIT PAUSE


TailoredConversations Build Trust

Technology

Marketing Automation

Automated personalized emails

Tasks driven by user actions

Automated mail, phone calls, social & etc.

Built-in Best-in-Class workflows




70% of businesses use marketing automation

to tailor customer experiences



Customized Conversions

Technology

Custom Gift Asks,Predictive Analytics,Web/Mail Integration

Individualize CTA’s based on predictive analytics

Lead Scoring bubbles up high potential contacts

Predict planned gifts, influences, P2P candidates, etc




Real World Examples

WHAT WE KNOW ABOUT A NEW DONORS

• It’s CRITICAL to engage with new donors and get a second gift in the first 90 days in order to maximize Lifetime Value

• If you connect the passions and super powers of an individual donor to your mission then you have a donor for lifeYOU GIVE THEM MORE THAN THEY GIVE YOU!

• 70% of orgs don’t send a Welcome Series to new donors to get a second gift or foster a personal connection in the first 90 daysGENEROSITY KILLER!

NEW DONOR COMMUNICATION

Day Action Content

1 Task Jim and Jenny are auto-notified of new donor

1 Email Thanks for giving to Jim and Jenny. Here’s a video on what we’re doing in Turkey

3 Email Hi again! We thought you’d like this note from Turkish business owner and links to a couple of similar stories from workers like Jim and Jenny

5 Email Ready to tell the world about our impact in Turkey? Here are 3 ways to get the word out

7 Call “Hey Beth, I wanted to check in and give you a quick update on our work with Jim and Jenny in Turkey. I also wanted to see if you had questions on the emails we sent?”

**NOTE: Rep should be able to see email stream along with clicks and opens prior to the call


Huge Increase in2nd Gift

Huge Increase inSharing

EXISTING DONOR COMMUNICATION

Day Action Content

1 Email Thanks for giving to Jim and Jenny. Here’s a video on what we’re doing in Turkey.

3 Email IF DONOR HAS A HIGH FINANCIAL SCORE Are you ready to expand your impact? Did you know that funding local church planters costs $1000/yr. Your single gift of $5,000 could fund 5 high-capacity church planter for the coming year.NOTE: ASK AMOUNT IS CUSTOMER PER DONOR

3 Email IF DONOR HAS A HIGH SOCIAL SCOREReady to tell the world about the impact in Turkey? Here are 3 ways to get the word out. And here are a few tips or introducing our org at your church.

6 Email “Let us know if you have any questions. We’d love to serve you and help you find how God can use you.”

7 HandwrittenNote

IF DONATION IS OVER $1000“Thank you so much! How can we serve you?

ONE MORE EXAMPLE

Legacy Gift ProspectingIF a Donor is over 55 and IF they have a wealth score of over X THEN

• Day 1, Email 1 Thanks for your faithfulness to the cause. Have you thought about how your gifts can effect the next 3 generations of students in Malawi. Learn More About Our “Leaving a Legacy in Malawi” Planning Giving Program.

• Day 3, Handwritten NoteThanks for your faithfulness. Our Legacy team sent an email a few days ago about a program we have to expand your impact over the next 30 years. I’d love to talk more when you’re ready.


What About Missionaries?

Workers don’t have time and they aren’t professional fundraisers… best practice automation can be a HUGE WIN

Give Missionaries visibility into donor insights, “corporate” communication through your CRM. Transparency builds trust, relationships and generosity!

Missionaries see donors as “MY donors”. Like it or not this is often true. Embrace it. Equip missionaries to love on their donors and tell your organization’s story

Your missionaries are your best connection to the passions and interests of each donor. Leverage your missionaries and their personal insights to grow generosity

C R E AT I N G C O N N E C T I O N S T O T HE F R O N T L I N E S



The Exodus Road“The Virtuous Best Calls to Make report helped me identify patterns in key donors, make the right ask, and hit our fundraising goals for a big campaign.”

SUCCESS STORY

Jeanine HonsakerVP of Advancement

SECTOR

Social JusticeHuman Rights

INTEGRATIONS

MailChimpSocial Media Insights


Questions?

scaling generosity - site stacker gathering 2017

Government & Nonprofit