Strategically Executing Your Nonprofit Communications Plan: Best Practices and Tactics

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1 Strategically Executing Your Nonprofit Communications Plan: Best Practices and Tactics Presented at PRSSA 2015 National Conference Sunday, November 8, 10:30a.m. 11:30am

2 The folks up front Michelle Stuffmann Steven Shattuck Ashley Dusenbury, Director of Outreach & Communications MAZON: A Jewish Response to Hunger VP of Marketing Bloomerang Assistant Vice President, Public Relations Palmetto Health Foundation Columbia, S.C. Chair-Elect PRSA Association/ Nonprofit Section Executive Director - Launch Cause President-Elect, Accreditation Chair PRSA South Carolina Chapter

3 A typical day at the office in Public Relations at a non-profit

4 A public rela,ons roadmap will lead to posi,ve outcomes for your non- profit and keep you on mission road.

5 Know your audiences and how to prioritize them Donors Volunteers Board members Employees Partners/Vendors Sponsors Policy makers Public at large PR practitioners often get stuck here.

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7 Why donors stop giving 5% - thought charity did not need them 8% - no info on how monies were used 9% - no memory of supporting 13% - never got thanked for donating 16% - death 18% - poor service or communication 36% - others more deserving 54% - could no longer afford INFOGRAPHIC

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9 Have a plan. Align your public relations plan your cultivation/stewardship plan.

10 Ways to segment communications Constituent type (donor, volunteer, sponsor, etc.) Gift type (cash, check, EFT, in-kind) Gift amount (above, at/below average) Gift frequency (annual, recurring) Gift channel (online, direct mail, event) Communication preference (mail, , phone,etc.) Demographics Interests

11 Donor communication segmenting ABOVE AVERAGE GIFT AMOUNT AT OR BELOW AVERAGE GIFT AMOUNT

12 SAMPLE TIMELINE

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14 The personal touch First-time donors who get a personal thank you within 48 hours are 4x more likely to give a second gift (Tom Ahern) A three-minute thank-you call will boost first-year retention by 30%. (Roger Craver / The Agitator) A thank-you call from a board member to a newly acquired donor within 24 hours of receiving the gifts will increase their next gift by 39%. (Penelope Burk) HOW TO INCREASE DONATIONS BY 39% CALL EVERY NEW DONOR

15 Preferred communication channel Ask early, ask often donation form BRE in-person Use it (duh!) Contribution channel may not be preferred acknowledgment channel Acknowledgement channel may not be the same as contribution channel

16 Segments by channel ONLINE DIRECT MAIL EVENT

17 What donors want from us 1. Donor perceives your organization to be effective in trying to achieve its mission. 2. Donor knows what to expect from your organization with each interaction. 3. Donor receives a timely thank you. 4. Donor receives opportunities to make his or her views known. 5. Donor is given the feeling that he or she is part of an important cause. 6. Donor feels his or her involvement is appreciated. 7. Donor receives information showing who is being helped.

18 Final thoughts Integrate development and public relations Have a PR plan and stay true to it, but don t be afraid to deviate from it if an opportunity with a good ROI presents itself Treat your constituents like unique snowflakes Have a communications plan for each audience Utilize their preferred channel Stay donor-centric and communicate impact Steward before soliciting again