Welcome!
The Erie Community Foundation
& The Nonprofit Partnership
Erie Gives Three Year History
In 2011
• $770,000 was distributed to 213 nonprofits
In 2012
• $1.2 million was distributed to 257 nonprofits
In 2013
• $1.7 million was distributed to 285 nonprofits
What’s new for 2014?
• GE Transportation has once again generously
donated $50,000 and Erie Insurance is in for
$25,000.
• The Erie Community Foundation committed
$100,000 to the project.
TOTALING $175,000
• This year all nonprofits have to pre-register on the
Erie Gives website.
Building Donor Relationships
It’s not just for Erie Gives….
• Understand how your audiences think and what
their interests are.
• Segment your lists so people get the information
that is most relevant to them.
• Your core message can have a hook that is right for
each audience.
• Think “two-way” instead of “one-way.”
Conversations
As opposed to classic
“outbound marketing”
where you push your
message out to a broad
audience, “inbound
marketing” tries to
attract people to your
messages based on
their interests.
For Erie Gives, practice
good inbound
marketing with some
outbound approaches.
The Goals Discussion
Why are you communicating and who are you
communicating with?
• Fundraisers go for the
• Marketers look for
older demographic
long-term friends and
because that’s where
look to appeal to
the money is.
younger supporters.
• Print, e-mail, and
• Self-help information,
traditional channels are
training content,
used.
infographics, and white
papers with teasers to
attract views.
Why Do People
Give?
What donors say:
1. I believe in the
cause. (65%)
2. I want to make
change happen.
(30%)
3. People who are
close to me
support this. (20%)
4. They asked me.
(18%)
Donors get an emotional lift
from giving.
Key motivators:
• To feel happy
• To feel important
• To feel like part of a
success story.
• To feel like part of a
movement.
What supporters want…
• Prompt and meaningful acknowledgement.
• Targeting their gift to something specific.
• A report on how the organization did with
that specific cause – who is helped and how.
Engagement:
Ladder, Pyramid, or Vortex?
A durable engagement should:
• Allow for engagement at
different entry points and
allow for movement
between those points.
• Allow for the donor
footprint to expand and
contract over time.
• Place the donor’s needs at
the center of the
engagement.
Engagement Campaign
• A series of e-mails, especially for those who
are new to a relationship with you, brings
them in and builds familiarity and trust.
• Feature stories on the website to build more
emotional commitment.
• Finish with a call to action for those who are
most familiar and ready to commit.
Mapping Out A Campaign
Creating Varied Content
• Select ten topics that are yours – that fit with
your brand.
• Organize a garden of these topics with:
– Evergreens (Think website)
– Perennials ( Think newsletter and blog)
– Annuals (Think social media)
Maintaining Your Message Garden
• Evergreen content
1. How-to articles
2. Top 5 or Top 10 lists
3. Values you stand for
4. Best practices
5. FAQs
6. Trends, timelines, and
histories.
• Perennial / Annual
1. “Wordless
Wednesdays” –
evocative pictures.
2. Quizzes and
interactives
3. Testimonials
4. Fun facts
5. News
Vary Your Message
• Set up a campaign calendar with varied messaging.
• Shift between channels / audiences with content
relevant to each method of delivery:
Information and news
Interactive
Testimonials
Events
Fun facts
Best practices
Repurposed content
Asks
Nonprofit Favorites
The Big 6 Communication Channels
1.
2.
3.
4.
5.
6.
Website
E-mail
Social media
Word of mouth
Media / Public Relations
Newsletter / Print
What Channels?
How Frequently?
•
•
•
•
•
•
E-news or newsletter - Monthly
Print communications - 4-6 time per year
Website – update weekly
Social media – daily (Twitter – hourly)
Annual report – (____________)
White papers, research projects, reprints of
news, etc. – On occasion
Repurposed
Content
Transform:
• Blogs to Facebook
• Narrative to quiz
• Quiz to worksheet
• To Q & A or
interview format
• Newsjack: Build on
breaking news
stories.
• To advice columns
• To opinion pieces
• Five favorite ways to
repurpose content:
1. Use a different channel for
the same content.
2. Edit content for a new
audience.
3. Change the perspective.
4. Remake it as a sidebar.
5. Update content from last
year.
How Can you Be Involved?
• Eligibility
o Members of the Nonprofit Partnership
o Have an endowment at The Erie Community
Foundation
o Complete your organizational profile at
www.eriegives.org
• Check your Erie Gives profile for accuracy by
August 5
Nonprofit Checklist
1.
Check your Erie Gives profile at ErieGives.org.
2.
If your profile needs any changes please contact Khristina Brown at
814-454-0843 or kbrown@eriecommunityfoundation.org by August 5.
3.
Download the marketing tools at ErieGives.org under the contact tab.
4.
Promote Erie Gives to your donors and use suggested strategies with your
audiences to turn them into donors. Remember the purpose of Erie Gives
is to encourage everyone to be a philanthropist during 12 hours of online
giving.
5.
Share your Erie Gives campaign efforts with The Erie Community
Foundation which we share on our social media platforms to build
excitement.
6.
Mark your calendar for Friday, August 22nd at 10 am when we will
distribute checks at the Erie Zoo!
Thank You
for Joining Us!
The Erie Community Foundation
& The Nonprofit Partnership