1.Delivering Integrated and Organic Donor-Centric Communications Presented By: Joseph Ferraro, CFRE, President PULSE Marketing, Development & CommunicationsKelly Albanese, Assistant Vice President CCS Thursday, November 7, 2013

2. The Donor-Centric ModelHow does their gift help?Your Ask Your DonorSOURCE: John Haydon, Your Donor is Not a Tomato Plant, www.johnhaydon.com/2011/01/how-break-downbarrier-between-your-donor/Who are you talking to?Your Cause 2 3. The Donor-Centric Model1. Informed by Donor Preferences2. Shaped by Donor Point of View3. Encourages Dialogue4. Empowers Donors3 4. Developing the Donor-Centric Communications Strategy1 Get to Know Your2 Speak TheirConstituents3 Make Your StoryLanguage DonorCentered Model4 Put Into ActionTheirs4 5. 1. Research: Get to Know Your ConstituentsDonors as Individuals DemographicsDonor Preferences Interests Behaviors5 6. How Do You Collect This Information?6 7. Fundraiser as MatchmakerYour Organizations Strategic GoalsDonors Interests and passionWin-Win for Everyone7 8. 2. Message: Speaking Their LanguagePerspectives8 9. The Donor Journey NewcomerEvent AttendeeInterestFirst-Time DonorLearnRepeat DonorEvaluateLYBNTJustifyVolunteer LeaderDonateWhat is your donors motivation at each stage? What questions is your donorasking at each stage? Key Messages and Value Propositions Most Likely to Respond to (Calls to action) 9 10. 3. Engage: Foster a Donor Community10 11. 4. Empower: Turning Donors into Evangelists & Fundraisers11 12. Tips for Implementation: Structure A donor-centered model: It is a mindset it is a philosophy of engagement Part of a comprehensive program that breaks down internal walls to avoid the silo mentality of my donor, not yours. Uses direct response/annual fund information to segment donor files for use as feeders for higher levels of cultivation (major gifts, planned gifts, volunteer leadership, events, etc.) Says Thank you.Thank YOU.THANK you.AND THANK YOU!!!!12 13. Tips for Implementation: Technology Consider teaming with MG/PG departments to provide ALL direct response support for their operations it educates your DR team as to what else is going on within development and it may also make it possible for you to keep charge of all fundraising mail calendars to ensure unity of messaging. In the age of online communities/email/txt messaging, dont forget the power of telemarketing, national and regional space ads (including online) and broadcast media. Use media intelligently some messages work better than others for certain efforts and channels. When using multiple channels in an integrated outreach effort, be sure that the message rings true and is authentic in demonstrating the impact of your mission.13 14. Tips for Implementation: Technology (contd) Specific Online Tips: Drive Traffic from all other channels Make content outwardly-focused Be sure content it compelling Every success story must lead to call to action Call to action must be clear Appropriate use of real estate14 15. Tips for Implementation: Messaging Multiple tracks of touch-points and communications strategies must be implemented to maximize donor-engagement with the mission and its outcomes. Being donor-focused removes the institutional thinking from the donor relationship enhancing communication. Your organization simply becomes a conduit a facilitator for what the donor or prospect already wanted to do. You just gave them an opportunity to make it happen. Organizations and their communications messaging must be compelling and engaging and above all must be flexible and donorfocused in approach to meet individuals where they are and not force individuals to meet the organization where it is. Mini-Campaigns offer a chance to be part of something important. 15 16. Tips for Implementation: Messaging Make the most of donor newsletters. Dont send an institutional piece that is already being printed by your communications/PR team to donors. Donor desires for results demand a specific donor stewardship publication that serves as yet another thank you for their support. It is a report back to donors on results (results that are possible thanks to donor gifts). It engages donor in your successes. The most effective newsletters (that improve donor-engagement and increase income) are usually short, timely and NOT glossy magazines. Communication style must feel as if you know your donors. Remember, you are writing to ONE person at a time NOT hundreds of thousands or more. Use data you have in your database to truly personalize your appeals far beyond Dear Ms. Sally Samplename,16 17. Tips for Implementation: Messaging Why do you ask? Whats your mindset? How do I advance relationship? It is not just like last year Nobody cares it is the end of your fiscal year You dont NEED money You know people who can help You can join with other to fight/promote/end/fix/solve _____________ ! You are the conduit You are the vehicle YOU are the chosen one. You are offering an opportunity to change the world17 18. Questions & Discussion18 19. Joseph Ferraro, CFRE President PULSE Marketing, Development & Communications 15 Briar Hill Drive Putnam Valley, NY 10579 914.419.5945 ferraroja@pulsemdc.com www.pulsemdc.comTHANK YOU! Kelly C. Albanese AVP, Marketing Communications CCS 461 Fifth Avenue | 3rd Floor New York, NY 10017 646.572.7610 kalbanese@ccsfundraising.com www.ccsfundraising.com