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The NIO Summit 2021 included lots of Oompa Loompas, delicious Voodoo donuts, and powerful presentations on marketing for nonprofits. Read below for my key takeaways from NIO Summit 2021.
Key takeaways from NIO Summit 2021:
*Note: There was a lack of diversity on the stage. This is something that was brought to their attention by myself and others. I would like to see a better representation next year.
Tim Kauchuriak – Founder of NextAfter
Question to ASK yourself: What’s your donor’s POV vs your POV of your organization?
As marketers, we need to rethink the traditional donor funnel.
Introducing the “Donor Mountain” full of micro-decisions a potential has to go through to give their first gift – the “macro” decision.
Nonprofits are standing at the peak of the mountain and YOU as a nonprofit marketer have to help them up this mountain through your emails, social media, landing pages, events, etc.
Roger Craver, The Agitator and Richard Viguerie, Amer. Target Adv.
Do you know your average retention rate?
Oftentimes, nonprofits are focused SO much on how many NEW donors they can attract, that they forget one of the most crucial things…
Build relationships with the donors that have said, “YES” to keep them engaged year after year.
New donor acquisition is far more expensive and you’ll have lifetime advocates.
This led to an interesting discussion about direct mail vs digital.
You know I’m a HUGE supporter of digital, so this was an interesting point.
Anthony Jones, Ducks Unlimited
LinkedIn hasn’t reached content saturation – YET.
Key steps to building your LinkedIn content strategy:
But what about our nonprofit organization? Is our company page important?
*Employee voices are the most important. Encourage your staff to post and share their stories.*
Hilary Doe, NationBuilder
Lauren Teague, Convince and Convert
“Our best donors use the currency of loyalty and advocacy.”
How do you empower them to do that?
Put them at the center of your content. Take your brand OUT and make it about THEM.
Relevancy is key.
Who are you talking to?
What are their needs and pain points?
THEN distribute your content in the right format to where they are. Not where you’d like to be.
Journey Mapping: Intentional content that supports donors in their journey
Click here for Journey Map Template
Jen Boulden, HigherU
Bring in values-aligned email subscribers who are more likely to be donors.
Peep Laja, CXL
What does donating to YOUR org say about the ME aka the donor?
Brady Josephson, NextAfter
Increase cultivation which equals revenue.
ABOUT THE WRITER
I’m Dana Snyder! An entrepreneur, digital strategist, and passionate conscious consumer. I founded Positive Equation in 2017 with a focus on helping nonprofits cultivate passionate online audiences of donors, partners, and advocates using social media.
Currently based in Atlanta, I’ve been incredibly lucky to work with Movember, Dress for Success, USTA, Honest Company, Sports Illustrated, American Idol, The Global Foodbanking Network, The Gary Sinise Foundation, LA84 Foundation, and many more on their digital strategies.
Learn how to attract new donors with Facebook and Instagram ads in my online course, Digital Donors On-Demand!
Want to learn some more tips for improving your online presence? Follow along on social!
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