Using technology tools for valuable connections
April 22, 2008 09:00 AM
When I attended the session at the NTC titled, "Targeting Your Message: Values-based segmentation and communication strategies for nonprofits," I didn't know what to expect. I did live-blogging coverage which
you can read here. Below are some parts of the presentation by
McQueen Morrow Associates and some of my thoughts to share.
3-Step process:
- Learn about donors and potential donors
- Identify opportunities to connect
- Leverage technology to make connections
The Win-Win of Giving: Increase the opportunities for individuals to support the nonprofits they care about; help organizations expand their mission if flow of giving is more secure.
Volunteers = Givers: Volunteers give an average of 6x as much as nonvolunteers (personal aside: don't ever discount non-monetary gifts!!!).
Things to keep in mind about communications with donors/volunteers/members:
- If they've given their time and they feel good about it, and there is another chance to give in the same place it means more - try to always show where their specific work has helped and how their next work can continue to do good.
- Donations tied to personal sense of being 'better informed than most' makes a difference in level of giving. This makes me think about political campaign emails or those from political organizations like
MoveOn.org and others; by disseminating information in every email, you can more successfully compel members/supporters/readers to donate.
- The #1 giving reason: people believe in the mission!
So, how are you promoting your mission? This makes me think of many organizations who have missions but then many tag lines and other messaging that never touches on the full/complete/direct mission - pick something and stick with it!
- "Join with us again" - Use this and similar messages whenever possible; relate opportunities and work to what that donor has done already.
- Find out what kind of terms and buzz words people use when they talk about your organization, and use those when you talk back to them so that everyone is using the same language.
THE POINT:
- Leverage tech to build these connections into your every day process!
