Altus Alliance 2016 - Building Relationships with Stakeholders

ALTUS ALLIANCE 2016How to Build Deeper Relationships with your Stakeholders in Today’s Digital World

Your Presenter

Melissa AlvaresDirector of Marketing & CommunicationsWorked in High Tech marketing for 14yrs

How do I find them?

The first interaction

Building the

relationship

Keeping

the relationshi

p going

How do I find them?

How do you find them?

Look Legit• Do you have a professional looking website?• Do you have photos and names of people working

there?• Do you have stories and photos of your work?• Are you active on social media?• Are you set up to receive online donations?• Is the giving page easy to find?• Are your physical address and annual report listed and

easy to find?

Go where the donors are

•Twitter Ads to those following similar causes

Ticket sales opened: 4:00pmSOLD OUT: 4:04pm

Bookings opened: 10:00amFULLY BOOKED: 10:02am

Help them give time, then money.

Find them in unlikely places• Cause Marketing – make it about them• Employee Engagement• Make it easy to partner with you

Cause Marketing made easy• Creddon• Check-in for Good

59% of Millennials give through their work

Loyal Donors are your best recruiters

A tweet is worth its weight in gold

How do I go viral?• Unpredictable, but can be primed• Need to have strong social media• Be unpredictable, yet simple• Find your “sneezers”• People with large networks that will share your message• How do you engage and inspire them?

• Clear and Specific Call to Action “do this or donate $100”• Create urgency “complete this in 24hrs”

How do I find them?

The first interaction

What’s your typical first interaction?

First donation, as a first date• Start with coffee• Don’t try to win them over from the start• Ask questions, learn more• Make it about them• Give them something of value

Don’t wait the 3 days to call• Send your thank you as soon as possible• 53% of online donors identified “achieving and

communicating measurable results” as what drives them to donate again• Invite them out again, but a soft ask • Follow us on social media• Check out this blog and subscribe• Share this with a friend - https://clicktotweet.com/

A Photo can make all the difference• People are obsessed with images• 350 million new photos are uploaded to Facebook each day• Tweets with an image get 35% more retweets on average

• Capture their experience and share it with them• Photos of the volunteer day• A photo of how their funds are being used• Photos of your team processing the donation

• An image makes the experience concrete• Videos too!

Check out your competition• Make a small donation at a

similar organization• What was the donor

experience?

How do I find them?

The first interaction

Building the

relationship

What do we do in our relationships?• Use knowledge to respond & influence differently• We don’t overthink communicating with those we know

best• Make it personal• Listen more• Make it about them

Write like you would to a friend• No marketing jargon• Read your email out loud to a friend• What’s your name again?• Choose <insert field> wisely

Thank you’s that stick“Dear Rachel- The screams and squeals from the girls were positively deafening when they found out that, thanks to your generous support, they were going to get to tour the nation’s capital. Thank you!”

Vs

“On behalf of the staff, board and volunteers of XYZ organization…”

To be continued…• Always add the “next” thing in an email• Keep them on a journey• What’s the next project?• Is something big in the works?• Events coming up?

How do I find them?

The first interaction

Building the

relationship

Keeping

the relationshi

p going

Past the honeymoon phase…• Between “real” relationships and donor relationships• It shouldn’t be anything, if you are doing it right.

• You aren’t out to “win” them or “trick” them into more donations – you need to truly care, honor them and want to work with them.• Understand that relationships change over time• A new grad isn’t going to be able to be a major supporter from

the start.

Ask questions. People will answer them.• Not the form type – like address, email blah, blah• But ask about the “why”• Need it to be a drop down to bucket people into

campaigns • Also capture stories• Capture the data you would for a personal relationship• Use CRM to secure your Institutional Memory

It’s all about them• Listen to them on social

media• Make sure you retweet

stuff that is important to them• They get a notification

when you do!

Keep connected to them• Share a story monthly on a blog• Tweet that story• Share on Facebook

• Quarterly newsletter• Use blog stories• Ask subscribers to share the stories• Have a strong and specific call to action

Remember & Celebrate Milestones

Keep your data clean• Bounce rates can affect your overall ranking• Don’t waste sending mail to people not there• Time and effort is costly• “unfriend” /Facebook cleanse

• Why do we do Facebook cleanse? We don’t want to waste time having online relationships with people that just send us candy crush requests all day.

Analyze & Refine• What tweet did the best?• Which Facebook post got the most likes?• Which blog post had the most conversions?• Track email open rates and click rates

Things learnt from the business world• Customer service is the most important thing• It’s harder to acquire a new customer than retain one

you have• 5% of donors leave because they think the nonprofit doesn’t

need them.• 8% of donors leave because the nonprofit didn’t share how

money will be used.• 9% of donors leave because they don’t remember giving.• 13% of donors leave because the nonprofit didn’t say thanks.• 18% of donors leave due to poor service or communication.

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Thanks for coming!@altusdynamics

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