16NTC: Use The News

@IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
Use The News
Whitney Broadwell
International Medical Corps
Wendy Marinaccio Husman
Mal Warwick | Donordigital
How To Fundraise When The Media Spotlight
Shines on Your Organization’s Mission

Housekeeping
Collaborative notes: http://po.st/opportunity-16NTC
Get social with us! #16NTCopportunity

Whitney Broadwell
Senior Resource Development Officer
 Global nonprofit dedicated to saving lives and relieving suffering through
health care training and relief and development programs
 Strive to be first there, no matter where to provide medical care to
survivors of disaster, disease and war and conflict – often within 24 hours
 Train local health workers and rebuild health care infrastructure

Mal Warwick | Donordigital
Account Director
Donordigital
 Integrated, multi-channel strategy
 High-level and granular analysis
 Full copywriting and design creative service
 Production and management services

Use the news
 Prepare a fundraising and communications
plan in advance
 Implement that plan as quickly as possible
when your mission is in the spotlight
 Leverage unexpected events into more
supporters for your organization

Carpe momentum!
 Be prepared logistically
 Contact information
 Approvals
 Templates
 Know your goals
 Have something in your back pocket
 Build on successful strategies
 Be creative

Speed is the critical factor

Speed is the critical factor
 You are competing with others for attention, so
the perfect is the enemy of the good.
 In many cases, you are competing with other
nonprofits for donations.
 Make quick decisions
 Get buy-in ahead of time for a quick approval process
 Success after one event increases the likelihood of
success in the next one, because your supporters,
email list, and media outlets will look to you again.

Digital fundraising channels are a perfect fit
 Website
 Email messages
 Facebook – organic posts (& promoted posts)
 Facebook – ads
 Search marketing – Google Grant, paid ads
 Mail & phones are great but less nimble

Sample Emergency Response Plan

Be nimble

How to be nimble
 Emergency email template
 Donation form ready to clone
 Pre-approved media budgets for paid ads
 Social media strategy
 Online/social media ads template
 Don’t forget back-end operations!

Donation Form Example

Grow Your Email File

Tap Into Powerful Partnerships

The Power of Oprah!

The Dude Abides

Common pitfalls

 Approval process is too long
 Too many people
 Too much second-guessing
 Creating everything from scratch each time
 Not tracking your performance
Common pitfalls

 Communications/PR team ready to pitch your
organization to media outlets
 Agreements with celebrities or corporate sponsors
regarding their support
 Offline direct response strategies:
 Direct mail urgentgram
 Telemarketing vendor agreements & scripts prepared
Take it to the next level

 Recipe to drop a mailing quickly:
 Printing done and held at mailshop
 Monthly data files sent to mailshop
 Postage payment plan set up
 Copy written immediately & lasered
 Choose segmentation
 We were able to drop this mailing the Monday
after the Nepal earthquake hit (approx. 40 hours)
Mail “Urgentgram”

 Ensure you have source coding/tracking
systems in place so you are able to track your
success
 More…? Example of metrics spreadsheet?
Tracking your efforts
NEPAL RESTRICTED FUNDING
*Cash Received
Online Gift Count Average Gift Amount
Main Nepal Donation Page/Email 2722$ 110.67 $ 301,244.76
Facebook Landing Page 8227$ 71.67 $ 589,664.50
Nepal Press Release Landing Page 598$ 120.84 $ 72,264.56
Facebook Ads 111$ 62.61 $ 6,950.00
Google Search Ads 17$ 46.76 $ 795.00
Google Display Ads 17$ 46.29 $ 787.00

Case Study: Nepal Earthquake

Saturday

Sunday

Monday

Tuesday

Tuesday + beyond…

A Note About Self Care

Second gift conversion after a media event

 Thank donors immediately after they donate
 Ensure they are tracked by people interested
in that event and with the method they joined
 Follow up to keep donors updated with news
of your efforts on the topic they joined on
 Steward them regarding how their gift helped
After a media event: donors

Welcome Series

 New donor welcome seriessecond gift
conversion
 Include the topic they donated to
 Monthly giving ask
 Incorporate their topic of interest in future
email appeals
 Include these donors in future mail appeals
Renewing these donors

Renew as acquired

Monthly ask

 Welcome series
 Ensure they are tracked
 Follow up to keep donors updated with news
of your efforts on the topic they joined on
 Mention the way they joined in appeals
After a media event: non-donors

 Let your supporters know where their
money/time went
 Videos – news stories, in-house, external
partners
 Reports – 1 month, 3 month, 6 month
Nepal follow-up

Helpful tools

Social share
Easily create social sharing
code for free on our website:
www.donordigital.com/socialshare

Response significance
 Ensure your tests have a statistically significant
response
 90% confidence indicates a 10% chance the
result is not significant; best to be at 95%+
 Use our calculator:
http://malwarwick.com/response-significance-
calculator/

Take-Aways

Take-Aways
 Don’t let an opportunity pass your organization
by
 Always be prepared
 Know what you’re authorized to do
 Track your efforts

Questions?
 Please take the survey: http://po.st/ncF7Xj

Call us anytime!
Whitney Broadwell
wbroadwell@internationalmedicalcorps.org
(202) 828-5155
www.internationalmedicalcorps.org
wendy@donordigital.com
(510) 473-0366
www.donordigital.com

16NTC: Use The News

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