Network for Good's Training Series

Why Email? Reasons to Love Email Marketing

kleroux — Wed, 26 Oct 2011 09:54:41 -0400

With the right email marketing service, like EmailNow, you can create powerful, effective branded messages that get the results you want. You may have heard that "email is dead," but here are 5 reasons why you should be using email marketing to stay in touch with your audience:

Reason 1

Everybody's Doing It! 95% of all adults have at least one email address and 93% of those subscribe to at least one email marketing list. Email marketing is a very effective way to communicate because it is very available. It's the preferred method of communication between individuals and businesses in front of direct mail, social media and telemarketing.

Sign-up forms are essential to get started. Place sign-up forms on your website, blog, social media sites and personal email signature. With EmailNow, you can create an unlimited number of sign up forms which will allow you to have a custom form based on where the audience is. For example, ask for more information from those signing up on your website since anyone looking at your website is probably more interested in your cause and will not mind giving more information. On social media, however, just ask for limited information like first name and email address.

Reason 2

It is surprisingly personal. A personal marketing approach is an effective marketing approach. You can tailor your message to create personal messages that are successful.

It starts with your sign-up form. Have a plan before you create your form. Think through how you plan on using the data you collect, and only ask for data that you will use. If you don't plan on using a birthday, then don't ask for it.

You want to get away from email blasts that are sent to everyone whether they are casual supporters or big time donors, and send highly effective targeted messages. With EmailNow, you can segment your lists into different groups, like volunteers, board members, and donors.

Also, use the personalization tools in email to creative effective warm messages. Use names and specific individual information whenever possible.

You can also use what EmailNow calls "triggers." These are emails that work for you. You set them up once and they are automatically sent when someone takes an action that "triggers" it like welcome emails, birthday messages, end of the year asks, etc.

Reason 3

Save money by moving your marketing online. Commercial email returned $42.08 for every dollar spent on it in 2010. This is a really terrific ROI for a marketing tool. Internet search advertising returns $21.85. Direct mail returns $15.22.

And if accounting isn't your problem, think about this - time is money. With EmailNow's triggers, you can set up emails once and then not have to worry about them again. This will save you time.

Reason 4

Email and social media pair nicely. Social media is the new hot thing, but email and social media work very well together. Email continues to be the backbone for social media in so many ways. Most people still receive their social media updates and notices through email.

While email and social media activity are managed as two separate channels by half of all companies, this is a missed opportunity. 42% of social media users check their email at least 4 times a day. Your email and social media marketing should be integrated.

Reason 5

Quickly determine which messages resonate the most. You should be tracking your responses and testing content and subject lines to determine which emails work the best for your audience. Do you know not only how many people open your email, but your click-through rates? Do you know when people open your messages? EmailNow has a very easy to use response section that can answer these questions for you and help you measure your results. You can also see who shared your email on social networks, who has signed up and who has opted out.

To hear this entire webinar, including more information on EmailNow, please listen to the recording of this webinar.

If you have questions or comments about this topic, please join the conversation on The Network for Good.

Adapted by Kristina Leroux

Cause Marketing 101: 5 Tactics for Raising Money from Businesses

kleroux — Fri, 16 Sep 2011 16:54:45 -0400

Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit. Partnership implies equal work and equal reward for both the nonprofit and the company. Cause marketing programs should be win-win situations for everyone. This isn't about companies giving you money. This is about companies working with you so they can derive some type of benefit out of it as well.

Cause marketing raises money and raises awareness because you are gaining access to your partner's most valuable asset - their customers.

Best Cause Marketing Tactics

1. Coin Canisters. In the right retail setting you can raise thousands and thousands of dollars. The right store is key to the success of these programs. The ideal place is a busy store where customers normally pay cash, but cannot tip employees. Places like coffee shops, convenient stores, department stores, and bakeries are great. The canisters need to be front and center and have ample security so they can't be stolen. This is a great first step in a cause marketing program as you can then build on this relationship for further outreach.

2. Pinups (paper icons). This is one of the cheapest strategies, but one of the most lucrative ways to raise money. They are cheap to print and easy to execute. Even though they are old school, they can be adapted to work with newer technology like mobile phones, QR codes, or location based technology. You want retailers who have lots of locations and foot traffic - grocery stores, department stores, and restaurants. The ask from the cashiers is critical though. If they won't ask for the donation, you won't get anything.

3. Purchase triggered donations. This tactic has the company donate part or all of the proceeds of a sale to your cause. There is no cost to the consumer, and is a less intrusive way to get people to give. It's very customer friendly. They are buying products but also feeling good about it. However, these are usually geared towards causes that are already well known in the community.

4. Shopping Days. This tactic allows you to tap into a local shopping or business district. Ask these businesses to support your cause either through coin canisters, pinups or purchase triggered donations, but do it all on the same day or weekend. This masses your forces and turns your program into an event.

5. Facebook Likes. This is a digital option for those with great online presence. For every like, comment, or new twitter followers, etc, you receive a donation from the company. This can create new opportunities for you partner and being online builds your credibility.

Finding partners for your cause marketing program.

Start with those companies you already have a relationship with. Then go to your contacts - they know about you, but don't support you yet - like vendors. Then you have outside prospects.

Getting Partners.

Your program should be free. The real money in cause marketing is not in the company - it's in their consumers (with the exception of the Facebook "Likes" programs).

Don't give them an excuse to say no - you will need to offer to do a lot of work. Invite the company to see firsthand what you are doing in the community - take it beyond the money they are raising for you. Finally, be flexible and helpful.

Growing Your Program.

Educate your partner about the program and all the different things they will gain from it. Establish what's important to them -morale, sales. Once you have partners, work their circles and reach out to other companies.

Partnering with businesses is about philanthrotunity. Cause marketing is just a set of tools to accomplish your goals. Any sized nonprofit can take advantage of the real opportunities that are presented when you find the right business to partner with.

To hear this entire webinar, including great examples of real world cause marketing programs, please listen to the recording of this webinar.

If you have questions or comments about this topic, please join the conversation on cause marketing on The Network for Good.

Adapted by Kristina Leroux

Transform Your Organization with Pro Bono Technology Resources – The Community Corps Product Spotlight

kleroux — Mon, 29 Aug 2011 15:48:05 -0400

IT is consistently cited at the #1 functional challenge for nonprofits. Many organizations see technology as more of a luxury item, but in today's digital world, having technological know-how is necessary for any organization to operate efficiently and effectively.

NPower is a national nonprofit whose mission is to help thousands of other nonprofits improve their IT and communities they serve. We provide hands-on technology service, tools and training to nonprofits and IT training to underserved young adults throughout the U.S.

Our new program, The Community Corps, is dedicated to connecting IT pro bono consultants to nonprofits. Our goal is to deliver enormous value to resource-constrained nonprofits.

Technology is a powerful tool when used well, but for too many nonprofits, technology is a source of never-ending confusion and frustration. 40% of the country's nonprofits have no IT staff or support. A whopping 88% of nonprofits surveyed say they have inadequate IT support. A lot of organizations simply don't have the budget or resources.

This is where The Community Corps come in. We match nonprofits with IT volunteers and have created a powerful community of nonprofits, corporations and skilled professionals who share a passion for using technology to make a difference in people's lives. We are more specialized than other volunteer matching sites as we focus only on IT. We also service nonprofits from all over the country and most of our pro bono experts come from our corporate partners such as Cisco, Accenture and American Express.

How does it work?

IT professionals who want to volunteer create a profile detailing their skills and qualifications and what they are passionate about. We screen all volunteers, take their skill set, and then match it to a nonprofit that needs help.

Nonprofits join the Community Corps by registering on our website. Registration is free, but you will need an EIN number to create a profile. Once you have created a profile, start a project. Don't know what exactly you need or how to verbalize your request? We have created project scopes for you to choose from. Project Categories such as communications, social media, tech advisor, and data migration are listed. You will also have the ability to create custom projects.

After your project is posted, we connect you with the top 3 volunteers for your project based on their skills set and preferences. You won't have to sift through 100's of volunteers wondering if they can do the job or not. Pick a volunteer you want to work with and you're ready!

It's easy and free! Get started with The Community Corps.

For more information about Community Corps and a full demo on how to use Community Corps to find IT volunteers, check out the full recording of this webinar.

Have a question we didn't get to answer during the live call? Continue the conversation on The Network for Good.

Adapted by Kristina Leroux

Planning and Executing Your Next Big Event

kleroux — Mon, 15 Aug 2011 09:53:04 -0400

Events are a great way to cultivate support and attract new donors. But great events take a lot of planning, financial support and hard work. Before securing that banquet hall or scheduling those tee times, you need to ask yourself a few questions.

Should you even have an event? As much fun as events can be, you want to have a clear idea of what the end result should be.
Who is my audience? Is this for existing supporters or are you trying to reach new ones? Maybe your event is for clients. You need to know who your target audience is before you start planning the event itself.
What do I want them to do? Have a clear call to action for attendees.
Is an event the best solution? Events can be time consuming and expensive so make sure it is the best way to reach your goal. If your goal is only to raise awareness, you may want to think twice.

Now that you have those questions answered and know an event is the right way to go, here are 6 Steps for a Successful Event

1. Set a Goal that Makes Sense.

Set ONE goal and focus on that goal only. It needs to be a goal that is measurable.

Also, you must have a budget and stick to that budget! Your budget needs to line up with your ticket price so if it is a lavish event, the ticket price needs to be higher. Do you know how much your attendees are willing to pay? Be sure they are willing to pay that much for a ticket before you decide.

2. Choose the Right Type of Event.

Your event needs to align with:

Your audience or demographic
Your brand and mission
Your goal
Your budget
Your available time
Your expertise
Your staff and volunteers

Make sure you have a community base already in place. The bigger event is not always the one to do first. Timing is everything and you may need to do a few smaller events so people can get to know you before throwing that huge gala.

3. Secure Corporate Sponsors.

You need to define your value so you can clearly communicate why your organization is a good fit. How does your mission align with that sponsor's goals? Do they have employees already supporting your cause? How many people in the community have benefited from your organization?

Talk about the size of your audience that will be reached and the demographics of that audience. Tell them how they will be featured and promoted at the event.

Have different packages and sponsorship levels to attract small "mom and pop" type sponsors as well as the big brands. Securing a sponsor starts with relationship and dialogue. Do not limit yourself on what you can offer the sponsor in a package. Ask them what is important to them and build a package around that. They may want less than you think.

4. Design a Dynamic Experience for Your Supporters

Here are some "best practices" for planning an event:

Invite the right people.
Pay attention to your invitation. It needs to be compelling and relate back to your cause. Create a sense of urgency with early bird pricing, etc.
Go green! Only send paper to those that need it and sell tickets online.
Try to solicit additional donations from both attendees and non-attendees. Give them the option to donate beyond the ticket price either way.
Let your ticket buyers spread the word - let them easily share the event with Facebook buttons or tweets.
Thank your supporters immediately.

Do something a little different than your ordinary chicken dinners. Encourage "out of the box" ideas, but try to also educate your supporters also. Instead or your normal cocktail hour, create an "educational gallery people can look at the showcase great photos and compelling stories about what you are doing.

5. Promote the Heck out of Your Event.

Establish a communications plan. Use your website, social media, email and print. Have corporate sponsors promote the event as well with a widget for their website. Invite people to be champions for you. Find those supporters who are the most passionate about your cause and ask them to promote the event on their social media accounts.

6. Assess What Worked and What Didn't, Plan for Next Time and Keep up Your Relationships.

After the event go over whether you stuck to your budget. Did your promotions attract attendees? Did more people sign up online or offline? Did you receive new donors? Were your corporate sponsorships successful? Analyze the results of these questions and assess what worked and what didn't. After the event, make sure you thank your supporters and cultivate new donors.

If you are looking to host an event, but still aren't quite sure how to pull it off, try Network for Good's EventsNow service powered by givezooks! EventsNow allows you to create a customized event page, sell tickets and corporate sponsorships, and ask for donations from those who can't attend. It also lets you send and track emails and will automatically send thank you emails as well as emails your supporters can use for tax purposes.

For more ideas, advice and examples on hosting a great event, check out the recording from the webinar: http://web.networkforgood.org/nonprofit-911-080911-recording-

Or download a copy of our free e-book, The Next Big Event.

If you have questions about how you can have the most successful event ever, join the conversation on our online community.

How to Adapt When Everything Around You is Changing- A Nonprofit Organization Survival Guide

kleroux — Wed, 27 Jul 2011 10:46:36 -0400

When I was writing my book, Shift and Reset, I wanted to shake people up a little bit. I didn't want to just encourage you or point you in the right direction when looking for solutions, but I wanted to make you feel uncomfortable and look at things in different ways than we're used to. I want to shift your thinking, press the reset button and start over with the way you communicate.

If you're like most nonprofits, you're doing all the things you've always done to build your organization like building email lists and fundraising. But we can't do the same things the way we've always done, because what we are doing isn't working anymore!

The things we expect and ask for, the way we communicate and engage - it's all changing. Millions of dollars are being raised for causes, but the problems continue and the number of people affected is going up. The old ways of thinking and old ways of operating aren't getting the results we want because everything is changing.

Phones change everything. People are mobile now. We've been un-tethered. Our expectations of how we communicate have changed. We are now truly socialized and can respond in real time.
iPads change everything. Now you can have your entire information experience in your hand.
Facebook changes everything. Our perception of brands and issues is formed by those social interactions.
HBO Go changes everything. Like with Tivo and Hulu, you don't have to be present to do something. You can get what you want on the terms that you set.
Nike Changes everything. They raised the standard for YouTube content with their Write the Future campaign. People expect more from content now.
Real life changes everything. Events like 9/11 affect the way we look at the world and engage with others.

Information moves faster. We're more connected. We know we have better choices and more options, so our expectations are higher. The connections we make to the issues and events that shape our world are being transformed.

Everything must change. We cannot operate knowing that things are changing but also knowing that we aren't making a difference.

You must change the way you think. Re-imagine how you operate. The passion we know people have must be re-focused and re-directed. The ways we measure success must be re-assessed. The ways we promote big ideas must be re-envisioned.

Stop giving gifts (and stop asking for them too). Stop focusing on dollars. Nonprofits need to know how to harness and convert technology, media, and community into long-term sustainable support. We have plenty of tools, cash, and attention. What we don't have are real solutions to the challenges that our society is facing, and deep, system-wide understanding among the organizations.

Stop creating new organizations. There are way too many nonprofit organizations. But organizations don't solve problems. People do. The more organizations we create the more we siphon people away and divide resources.

Stop (over) Using Social Media. It's not about the tools. It's about being social. Help people communicate with each other and tackle problems and work for solutions. They have potential as tools to engage and mobilize differently, but they are just tools. Don't waste the time you should be spending being social trying to figure out how to use all these tools.

Stop creating case studies (or listening to them). When we are looking at ways to solve problems, we shouldn't look at what someone else is done and emulate it.

If we can think differently - others around us will begin to also and that's when we will see the change we want. Don't settle for what you've always been doing knowing it's not working like it used to. Shift and reset.

For more insight on how we can change the way we think, please watch the recording from this webinar.

If you have questions or would like to make a comment about this subject, please join the conversation at The Network for Good Online Community.

Adapted by Kristina Leroux

The Secret Sauce of Social Media Fundraising

kleroux — Wed, 29 Jun 2011 17:02:37 -0400

Causes is the largest platform for activism and cause-minded people on the internet. Over 500,000 causes have been created by nonprofits or supporters through Facebook and those causes cover just about every topic out there. 150 million people have joined a cause.

We have built a very dynamic platform where people enjoy coming to share what they care about and then get their friends involved. Based on that, we have built tools so you as a nonprofit can maximize this network in order to gain new supporters and donors as well as connect with people in fundraising or community building. We have raised over $35 million for nonprofits since we started, but our nonprofit fundraising tools are relatively new.

The basis of our platform is creating communities. Many of our communities have been started by nonprofits, but the nonprofits are also building communities on Facebook or Twitter.

If you do have a community on Causes, you can connect not only on Facebook but also through email. Fundraising can also be done right from Causes. Donating and fundraising is a big part of your Causes community and we have added peer to peer aspects to Causes so it is very integrated with Facebook.

Why Fundraise with Causes?

1. Tested, customizable and easy to use donation pages

2. The "Big Donor Experience" makes a really positive experience

3. Peer-to-peer fundraising through Facebook

4. Easy Promotion: Unique URL, Facebook Page and Cause integration

Once you join Causes, here are a few rules how to make the most of fundraising through social media:

Rule #1: Build Community - you have to build community before you ask for money

Communicate regularly
Ask questions, answer questions
Send great media
Give recognition to most active supporters

Rule #2: Give the People What They Want - the top questions donors have are:

What am I donating to?
Why does my donation matter?
Why now?

Rule #3: Cross-Channel Promotion - use all of your channels to promote your cause

Facebook
Twitter
Blog
Cause Community
Email
Website

Rule #4: Create Excitement and Momentum - plan a campaign schedule

Announce Launch Date
Create video about why our project matters
Profile someone who donated and someone who will be impacted
Update when you are halfway there or have X amount of money to go
Announce when the project is funded
Follow-up with updates on how the money has been put to use

People want to know they are making an impact and they want to be able to share that with their friends and families. Causes allows you to use that aspect of social media to maximize fundraising.

For more about Causes and how other nonprofits have used this platform, please watch the recording from this webinar.

If you have questions or would like to make a comment about this subject, please join the conversation at The Network for Good Online Community.

Adapted by Kristina Leroux

Deeper Dive into the Knight Foundation's Connected Citizens Report: Building Connections and Engaging Your Community

kleroux — Wed, 25 May 2011 11:56:21 -0400

The intent of our report Connected Citizens: The Power, Peril and Potential of Networks, was to explore the role of networks in community life and how loose networks of individuals are affecting social change.

Recent rapid advances in digital media and technology have changed how people connect to information and how they connect to each other. People are moving from passive consumers to active users. This is also true among communities. Individuals are changing the ways they coordinate and new tools are emerging to support collective action and problem solving through networks.

What does this new network-centric world means for those leading and supporting social change?

We looked at over 70 experiments - mostly in US. These experiments were focused on those who are helping individuals make the change they want in the world. All of these projects were network-centric, meaning they are organized around an open sharing that connects people and shares leadership.

Looking across these projects we saw these network-centric practices work:

1. Listening to and consulting the crowds - actively listening to online conversation and openly asking for advice.

2. Designing for serendipity - creating environments, in person and online, where helpful connections can be made.

3. Bridging difference - deliberately connecting people with different perspectives. Solving problem means bringing in people with different ideas.

4. Catalyzing mutual support - helping people directly help each other. At Front Porch Forum, their mission is to help neighbors connect by hosting a regional network of neighborhood forums. They don't encourage people in traditional ways - they just work hard to attract neighbors, then step back and provide a platform that is easy to use. As neighbors contribute to the forum, they start to feel more connected and have a greater sense of ownership in their community.

5. Providing handrails for collective action - giving enough direction for individuals to take effective and coordinated action, but leaving enough latitude so people can make the work their own.

Another main goal of the report was to see how the roles communities might play out in the future. We did this by creating provocative but plausible scenarios of what the future might look like.

Here are 3 possible scenarios we envisioned:

1. Digging Foxholes - extreme distrust due to privacy violations.

2. Know your neighbor - trusting vibrant local communities where individual citizens are leading change.

3. MobileME - hyperconnected , transient world where we might live in one community but work in another.

What does this mean for supporting networks for good? No matter which scenario or combination plays out, you must:

Embrace a network mindset - experimenting and adopting work practices that lead to transparency. Be more open and share what you're doing with public.
Provide Network Supports -investing in capacity building that meets the needs of networks.
Contribute to Learning -understanding connectivity and sharing what's working or not working.

We know that the future is uncertain, but we can be sure that there will be more connectivity and transparency and that we will be working with networks. In order to make progress on tough social problems we will need the participation of many and diverse citizens. Our hope is that social change makers will capture the power of networks for good so we can shape the future for the better.

For more insights from this report, check out the recording from this webinar.

If you have questions or would like to make a comment about this webinar, please join the conversation at The Network for Good Online Community.

Adapted by Kristina Leroux

Product Spotlight Demo: Turn Supporters’ Time into Money through Polling and Surveys

kleroux — Mon, 23 May 2011 19:12:08 -0400

At Research for Good, we partner with nonprofits just like yours to turn your supporters' time into revenue for your organization. Market researchers constantly need people to fill out online surveys and polls. We connect your supporters with those researches and then donate to your cause every time a supporter completes a survey. This allows supporters to contribute to your nonprofit who may not otherwise be willing or able to donate money to your organization.

The concept is pretty simple. A company has a question and hires a market research company to design a research plan to get that question answered. The market research company finds the right people to survey and asks for their feedback. That feedback is analyzed and presented to the company who then implements their strategy based on the findings. That is Market Research 101.

Market research is a $10 billion industry with $1 billion dollars spent every year getting people to participate in online research. Finding people to take those surveys is a big business.

So, what does this mean for your nonprofit? By partnering with Research for Good, you ask your supporters to take those surveys and we allocate a donation back to you - typically between $1-5.

Getting started with Research for Good is easy. You'll need to give us some information about your organization (We only accept 501(c)(3)s at this time). Then, we do all the heavy lifting for you.

You will get a starter package with a unique recruitment URL. Anyone who goes to that URL will take surveys for your cause only. All you have to do is reach out to your supporters and encourage them to take the surveys.

Supporters will be asked create a Research for Good profile and provide basic demographics so we can make sure they get appropriate targeted surveys. Then, they will be sent a survey opportunity by email. We track who is taking the surveys then send you a donation through Network for Good who then distributes the money to you monthly.

Tips and Tricks for promoting your Research for Good Partnership:

Make it personal and tangible ("Each survey earns a vaccination for a child.")
Highlight it as an opportunity to give time, instead of asking for money. Again
Include alongside your current communications strategy when you need another reason to stay top of mind ("Thanks to your opinions, Research for Good donated $1000 to our cause helping us buy 100 Malaria nets!")
Use our polling features on your website. It's a great way to engage people.

For more information on what partnering with Research for Good can do for your nonprofit, check out the recording from this webinar.

If you have questions or would like to make a comment about this webinar, please join the conversation at The Network for Good Online Community.

Adapted by Kristina Leroux

Optimize Your Landing Pages: Improving the Odds You Get What You Want from Your Supporters

kleroux — Wed, 18 May 2011 10:23:27 -0400

A landing page is any page on your website where you want someone to take an action. That action could be collecting an email, signing a petition, donating or sharing your content with others. A successful landing page is about having one clear call to action. Everything on that page should focus on getting the visitor to take that one action.

Here are a few quick tips to get the results you want from your landing pages:

Prepare

Know your audience. Their motivations are different from yours. What drives them and stirs them? Find out and tap into their passion.
What's your goal? Pick ONE goal. Have them sign up for your newsletter or donate, but don't encourage both on the same landing page.
Who's your audience? Pick just one segment (volunteers or donors or grant funders) and direct the page toward them.
What's your story? Storytelling is key to nonprofit communications. Find one story and stay focused on telling it.

Design

Maintain same branding on all landing pages. Your Facebook custom tab and avatar should have the same logo and colors as your email newsletter template which should use the same logo and colors as your direct mailings. You don't want to lose your audience by having them reorient themselves to different branding.
Space things out. Use white space to direct the eye. Start a new paragraph every two sentences. Use bullet points and numbered items to draw attention.
Use big fonts. I suggest 14 or 16 point. Research shows that bigger fonts create more trust. Don't make visitors feel like they are reading "the fine print."
Use big buttons. Studies show bigger buttons convert more donors.
Focus attention with a compelling and concise headline. Don't use industry jargon and make sure the title communicates the single outcome you want.
Focus with a single compelling image. Use an image with one person. Have them look directly in visitors eyes. Professionally licensed photos or photographers are a must.
Ditch the sidebars. Use single column layouts. Sidebars will distract from the one goal and give visitors a potential escape hatch.
Keep the important stuff above the fold. Keep your story and call to action above the area of the browser that's visible without scrolling down.

Function

Leverage social proof. People will be more likely to act if they see others doing the same. Give them a choice to share dollar amounts , but don't make it mandatory
Reduce Page Load Time. People start to drop off if your page if it takes longer than 2 seconds to load.
More out of your thank you page. Lead them to a second landing page after they donate. Your cause is at the top of your donor's mind right after they give. Use that moment to get them to take another action (share, join an email list or text message list, etc)

Forms

Only include "must have" fields. The supporter's name, address, and email is all you need to start. Wait to ask for other information in follow-up communications so they aren't overwhelmed.
Include a phone number. Even if they don't use it, knowing they can call a real person helps them trust you more.

Measure

You need to learn what works and what doesn't for your organization.
- Where do people arrive from?
- Where do they exit?
- Which inner pages point to the landing page?
- How long do they stay?
- What other pages did they visit?
- Which social media sites end us the most traffic?
- How are they finding us in search?
Debrief. Data means nothing if there's no follow-up.

Remember, you have a limited opportunity to get visitors' attention. Keep your landing pages simple and focused with one clear and compelling call to action and you will be able to turn visitors into supporters for your good cause.

For even more tips from John on optimizing your landing pages, check out the recording from this webinar.

If you have questions or would like to make a comment about this webinar, please join the conversation at The Network for Good Online Community.

Adapted by Kristina Leroux

How “Wow!” Experiences Create Lifetime Donors

kleroux — Thu, 21 Apr 2011 18:25:49 -0400

Zappos.com is an online shoe and apparel store whose mission is to deliver happiness through a philosophy of WOW! It has built an entire culture around these WOW! experiences by providing exemplary customer service. Because of this commitment to their customers, Zappo's is now the gold standard for customer service.

Ever wonder if your organization could do the same? You may think this has nothing to do with your mission of helping the homeless or saving the planet, but you need donors. And with donor attrition stats as horrible as they are, you need to create WOW! experiences to keep them coming back.

A WOW! experience starts with the "Thank you." You must send a thank you letter after receiving a gift. Donors want to be thanked and they want to be thanked properly. Don't use typical nonprofit speak with statistics and jargon.

Here are 10 Components of an Ideal Thank-You Letter:

1. Speed - send your thank you letters preferably within 48 hours but no more than a week.

2. Spread Joy - let them know they are a hero.

3. Personalize - do not use "Dear Friend" letters or postcards. Use their name.

4. Reference the gift amount and date.

5. What was the gift for and how you are using it.

6. Acknowledge past giving.

7. Don't highlight the boring stuff - tax deductible and legal terms can be added in fine print at the bottom.

8. Don't forget the PS - drive them to your blog, facebook page, etc.

9. Give the reader a contact person - someone they can contact directly.

10. Never, ever ask for a second gift in a thank you letter.

What else can you do to WOW your donors?

Phone calls. Call to thank donors - not solicit from them. Get your board members and volunteers involved.
Regular Surveying. People love to be asked for advice. Ask why your regular supporters keep contributing. Ask why new donors decided to give to you.
Gifts. Nothing big or expensive, but send something fun to your major donors to let them know you are thinking about them.
Get your board involved. Have them make donor thank you calls or handwrite letters.
Welcome Kits. Send a package that thanks them and encourages them to get more involved.
Social Media. Use Facebook, Twitter or YouTube to say thank you.
Communicate more not less. I don't mean soliciting. Provide great content and tell good stories. Think in term of touches. How often do you reach out to your donors? I recommend between 12-24 times a year.
Celebrate. Send out cards not just for Christmas, but for birthdays, Thanksgiving or other holidays when you may get more attention.

Don't forget about online donors. Walk through every step of your online donation process. Where does the donor land after making the gift? Does the donor receive an immediate receipt or thank you email? With online giving going up, you need to make sure your online donors are getting the same attention as your offline supporters.

When your donors are WOWed, they will continue to support your cause and become lifetime contributors. You need to make your donor not only feel appreciated, but also feel like a friend. The sooner you start treating everyone who has given to your organization as a friend, the closer your organization is to creating lifetime donors.

You can listen to the full webinar recording of How WOW Experiences Create Lifetime Donors.

If you have questions or would like to make a comment about this webinar, please join the conversation at The Network for Good Online Community.

Adapted by Kristina Leroux