How is your recurring giving program doing? A highly functioning recurring giving program needs to be the mainstay of your revenue streams. Not only does it provide a reliable funding base, but it also deepens relationships with your donors and amplifies impact over time. If this is not you –

Here’s the good news!

Even if you don’t have a recurring giving program, you can still make this one change to your donation page to increase your recurring giving. A study by NextAfter revealed that a simple tweak to a donation page could drastically impact recurring donor conversion rates!

Why Recurring Donations Are a Game Changer

But before we get into the research, let’s talk about why recurring donations matter.

1. Predictability: Nonprofits often struggle with financial uncertainty. Recurring donations create a steady, predictable revenue stream that allows you to plan programs, scale impact, and sleep a little better at night.
2. Lifetime Value: Recurring donors typically give more over time than one-time donors. Even a modest $10 monthly gift adds up to $120 a year—and that’s before considering upgrades or retention.
3. Deeper Engagement: When someone commits to a monthly gift, they’re signaling a deeper level of trust and investment in your mission. They’re not just donors—they’re partners.

Pro Tip: Treat recurring donors as a special community. Create a branded recurring giving program that treats these people as your inner circle!

The Science of Default Choices

Let’s get into the data. In an experiment conducted by NextAfter, a nonprofit tested the impact of defaulting to a recurring gift on their acquisition donation page. Here’s what they found:

• When the default option was set to recurring (instead of one-time), the recurring donor conversion rate increased by 348%.
• This didn’t significantly deter one-time donors—they could still opt out of recurring giving.
• While the average gift decreased, revenue increased by 266.9%

Why does this work? Behavioral science suggests that humans are naturally inclined to stick with default choices. It’s called the “status quo bias.” By making the recurring gift the path of least resistance, you’re gently nudging donors toward a decision that benefits both them and your organization.

Takeaway: If your donation page isn’t already optimized with recurring giving as the default option, it’s time to make the switch.

Designing for Donor Delight

Optimizing for recurring donations isn’t just about tweaking defaults. It’s about creating an experience that makes donors feel good about their decision. Here are some practical tips:

1. Simplify the Process

Every additional step in the donation process is an opportunity for donors to abandon the page. Streamline your form, minimize distractions, and make recurring giving an obvious choice.

2. Frame the Impact

People want to know their gifts are making a difference. Use tangible examples to show how a monthly gift adds up. For instance:

• $25/month = school supplies for a kid
• $50/month = classroom instruction for a month

3. Celebrate Milestones

Recurring donors are in it for the long haul. Celebrate their commitment with personalized thank-yous, anniversary emails, or updates about their impact. Make them feel seen and appreciated.

4. Offer Flexible Options

Give donors control over their recurring gifts. Whether it’s the ability to update their payment method, change the amount, or pause their gift temporarily, flexibility builds trust.

Addressing Opt-Out Anxiety

One common concern is that defaulting to recurring giving might feel pushy or deceptive. But transparency is the antidote.

Make it crystal clear that donors can opt-out at any time. Use friendly, reassuring language like:

“Your monthly gift can be adjusted or canceled anytime. No questions asked!”

When donors feel in control, they’re more likely to stick around.

Test and Iterate

Every nonprofit’s audience is unique, so it’s crucial to test what works for yours. Here are some variables to experiment with:

• Default Settings: Test defaulting to recurring vs. one-time gifts.
• Impact Messaging: Try different ways of framing the donor’s impact.
• Visual Design: Experiment with colors, buttons, and layouts to see what drives conversions.

Use tools like your CRM’s built-in testing features to track results and iterate.

Build A Donor Community

Recurring donations aren’t just a fundraising tactic—they’re a relationship-builder. By optimizing your approach, you’re not just increasing revenue—you’re creating a community of dedicated supporters who believe in your mission as much as you do.

As you implement these strategies, remember: donors are humans, not ATMs. When you approach recurring giving with transparency, gratitude, and a focus on building community, you’re not just raising funds—you’re bringing on long-term partners.

Sources:

• NextAfter: How Defaulting to Recurring Gift on an Acquisition Donation Page Impacts Recurring Donor Conversion

Let’s be real: Our campaigns can often feel like we’re hosting a dinner party where half the guests don’t even see the invite, much less RSVP. 

You plan, you hope, and sometimes, you end up talking to an empty room or falling far short of your campaign goal. 

But what if there was a way to ensure your message not only reaches your audience but sparks action?

This is where integrating text messaging with email campaigns can break through— creating a dynamic duo that can revolutionize how you communicate with your supporters. 

By combining the immediacy and intimacy of text messages with the depth and detail of email, you can amplify your impact, foster deeper connections, and generate impressive returns on investment. Let’s explore how this powerful integration can transform your marketing and fundraising strategies.

Why Text Messaging and Email Work Better Together

Text messaging is personal, direct, and immediate. It boasts a jaw-dropping 98% open rate, which dwarfs the average 20% for email. Meanwhile, email allows for richer storytelling, detailed calls to action, and the ability to reach supporters who might prefer a more traditional form of digital communication.

When these two channels are integrated, magic happens. A case study by NextAfter revealed that sending a follow-up email after a text campaign increased revenue by 55%, with a relative difference of 80.1% (Relative Difference = Traffic x Conversion Rate x Average Gift)

Why does this work so well? Two key reasons:

1. Reinforcement: Texts create urgency, and emails provide the context and depth needed to convert interest into action.
2. Accessibility: Combining two channels ensures you meet supporters where they are, whether they prefer their phones, inboxes, or both.

Turn Interest Into Action with Follow-Up Emails

The follow-up email is the unsung hero of integrated campaigns. While text messages grab attention, emails provide the space to elaborate on the message and include additional details.

Here are some takeaways from a NextAfter experiment:

• Timing matters. Send your follow-up email within 24 hours of the text for maximum impact.
• Consistency is key. Reinforce the message from your text while offering additional details or calls to action.
• Make it actionable. Include a clear, compelling ask, whether it’s a donation, volunteer sign-up, or event registration.

For example, if your text says:

“Hi [First Name], this is [Your Name] from [Nonprofit Name]! It’s cold out and food costs are rising! Your support will help deliver meals to 1,000 families next month. Can we count on you to provide a meal to a family? Reply YES or click here: [link]”

Your email could follow up with:

“Hi [First Name],

Will you provide a meal to a family? Your gift will help provide meals to 1,000 families next month! Without your support families will have to make hard choices to feed their kids that no one should have to make… Click below to make a difference today.

[Donate Now]

Thank you for all that you do!

[Your Name]”

Crafting the Perfect Text Message

Not all text messages are created equal. To maximize their impact, your messages should be concise, compelling, and conversational. Here’s a formula to guide you:

1. Start with personalization. Use the recipient’s name or reference their past engagement with your organization.
2. Express the need. Always answer the “Why” question in everyone’s mind.
3. Lead with impact and make it personal. Highlight a specific outcome their support will achieve and who it will impact.
4. Include a clear CTA. Make it easy for them to take action with a direct link or reply option.

For example:

“Hi [First Name], this is [Your Name] from [Nonprofit Name]! Your support last year helped provide clean water to 500 families. This year you can help 500 new families access clean water. Many of them have newborns and can’t walk long distances for sub-par water. Will you help provide clean water to 1,000 families this year? Reply YES or click here: [link]”

Integrating Text Messaging and Email

To maximize results, combine text messaging and email in a cohesive campaign:

1. Kick-off with a text: Send a personalized message introducing the campaign and its goals.
2. Send a Follow-up email: Within 24 hours, send an email that reinforces the text message while providing a CTA and a link to the email or campaign page.
3. Engage in real-time: Use texts to answer questions and/or provide key updates during the campaign.
4. Close with gratitude: Send an email thanking donors and sharing the impact of their contributions.

Overcoming Common Challenges in Text and Email Campaigns

Let’s address the elephant in the room – texting can feel intrusive. And it will, if done poorly. But when executed thoughtfully, it’s a game-changer. Here’s how to navigate potential pitfalls:

• Respect boundaries. Ensure your recipients have opted into communications. Consent is non-negotiable.
• Keep it brief. Nobody wants to read a novel via text.
• Be human. Use a friendly tone and avoid corporate jargon.

For email, the challenges are different but just as important:

• Avoid spam traps. Use clean email lists and avoid overly promotional language.
• Craft compelling subject lines. Your email won’t matter if it’s never opened.
• Design for mobile. Most people check emails on their phones—make sure yours look good there.

Integration Is More Than a Trend

Integrating text messaging with email is a transformative strategy for cutting through the noise with supporters. 

By leveraging the strengths of each channel, you can create campaigns that can capture attention and drive meaningful action.

As we navigate an increasingly digital landscape, embracing strategies like these isn’t optional—it’s essential. 

Source:NextAfter. “How Sending a Follow-Up Email Impacted Revenue from a Text Campaign.” nextafter.com

If there’s one thing nonprofits and social enterprises should excel at, it’s building connections. But how can you foster genuine relationships in spaces saturated with emails, ads, and cluttered social feeds in today’s increasingly digital world?

The answer: A Community-First Digital Platform

What’s that? 

Think of it as flipping the traditional marketing funnel upside down. Instead of shouting your message into the void and hoping someone hears it, community-first starts with creating a space—an in-person, and virtual gathering spot—where your supporters can thrive, connect, and, most importantly, feel like an integral part of your mission. 

A digital space can take your in-person interactions and multiply them. This is how you can revolutionize your marketing and fundraising strategies to drive engagement, loyalty, and impact.

This does not replace in-person gatherings but allows you to amplify this model for connecting in collaboration with your physical spaces.

Why A Community-First Platform Works

Nonprofits have always been about people—rallying volunteers, engaging donors, and building coalitions to achieve the seemingly impossible. A community-first platform amplifies these efforts by allowing you to take control of your own virtual space and forming it into what your community needs. 

Here is what a community-first platform can do for you:

1. Building Trust: People are more likely to support organizations they feel connected to. By creating a digital space for interaction, nonprofits can foster trust and transparency. 

1. Increasing Engagement: A thriving digital community encourages participation, whether through discussions, shared content, or collective action. It is also a launching pad for training, webinars, live streaming, and video conferencing. 

1. Enhancing Retention: Supporters who feel part of something bigger than themselves are less likely to churn. It’s easier to retain a donor who feels seen and valued, and a dedicated digital space can help you do that.

1. Creating Advocates: Active community members become your biggest advocates, spreading your mission far and wide.

The Role of Digital Community Platforms

Gone are the days when community-building was limited to in-person gatherings. Today’s tech landscape offers nonprofits and social impact ventures many tools to create meaningful online spaces. Let’s explore two standout platforms:

1. Mighty Networks

Mighty Networks is a one-stop shop for creating a branded, all-in-one community. It allows nonprofits to build vibrant hubs where supporters can:

• Participate in discussion groups.
• Access exclusive content like videos, articles, and resources.
• Attend live events or webinars.

Why it’s great for nonprofits: Mighty Networks lets you focus on connection and engagement without needing multiple tools. Imagine a donor logging into your community, sharing their thoughts in a forum about your latest campaign, and attending a virtual fundraiser—all in one place.

2. Circle

Circle is another powerhouse platform, especially for nonprofits looking to create intimate and interactive spaces. With features like member directories, event calendars, and integrations with other tools (like Zoom and Slack), Circle allows you to:

• Host workshops or Q&A sessions with your team.
• Recognize top contributors and build member profiles.
• Use private channels to tailor content to specific groups (e.g., major donors or volunteers).

Why it’s great for nonprofits: Circle’s clean interface and versatility make it ideal for fostering smaller, niche communities. For example, you could create separate spaces for your youth programs, donor networks, or advocacy campaigns while keeping everyone connected.

Examples of How You Can Use a Community-First Digital Platform

Bolster A Movement:

A nonprofit focused on food security could bring together local farmers, volunteers, and donors. Members could share gardening tips, host cooking classes, and participate in live webinars about food policy. The results could be increased recurring donations and a vibrant, engaged community advocating for change.

Inspire Advocacy Through Education:

A human rights nonprofit could launch an online course about refugee rights. They could offer the course to supporters as a membership perk, then add a “donation ask” at the end of the course creating a revenue stream while educating members about critical issues. A course can spark discussions and inspire participants to volunteer and become recurring donors.  

Create an Alumni Group:

A youth-focused nonprofit could build a community, where alumni from their mentorship programs could stay connected. By keeping members engaged, they can foster lifelong advocates who regularly donate and volunteer to mentor the next generation.

From Transactions to Transformations

A Community-first digital strategy is a shift in how nonprofits think about engagement. It moves the focus from transactional asks (“Please donate”) to transformational relationships (“Join us in making a difference”).

By investing in a community-first platform, nonprofits can create spaces that are more than just hubs for information and donations—they become ecosystems of change. And in a world that often feels divided, building spaces where people come together for good might just be the most important work we can do.

A real-life example of this is Beyond Type 1:

This nonprofit organization focuses on diabetes advocacy and has built a vibrant community using Mighty Networks. Their platform allows individuals with Type 1 diabetes to connect, share experiences, access resources, and engage in events.

Sources:

• Mighty Networks. “Bring People Together with Your Own Community.” mightynetworks.com
• Circle. “Create Your Community.” circle.so

Hello! 

Fundraising can be a daunting journey, but you’re not alone. You have an ally in navigating the challenges. Through a thoughtful approach, together we can transform your nonprofit’s trajectory. Our approach is anchored in personalized storytelling, seamlessly executed campaigns, and a mindful strategy, designed to elevate your organization.

Let’s dive into how we can go on this journey together.

Personalized Storytelling:

In the hustle of fundraising, your nonprofit’s narrative deserves to be more than a mere report of events and outcomes—it should be a compelling saga that resonates deeply with your tribe. Thoughtful storytelling ensures that your mission’s distinctive facets are not just acknowledged but celebrated. From an individual’s personality, needs, and successes to articulating the tangible impact of every contribution to the community, we’re dedicated to transforming your constituents’ story into a memorable connection that inspires.

Multi-Channel Campaigns:

Fundraising shouldn’t be a solo performance. Through campaign strategy we are ready to stand by your side, leveraging your people and assets to orchestrate multi-channel campaigns that ensure your message reverberates across diverse platforms. From traditional mail to social media engagement, email, and events, we tailor campaigns to suit the preferences of your audience. Mindfulness is our promise, guaranteeing your voice is heard clearly and with heart-felt intention, creating a buzz that sticks in the hearts and minds of your donors.

Expertise:

In the ever-evolving landscape of fundraising, experience is your ally, and we’re here to make it work for you. Our thoughtful mindset integrates analytics, segmentation, and a personable email and social media presence. Picture a world where fundraising becomes a rewarding and engaging experience for you and your supporters. We are on a mission to turn the fundraising landscape into a symphony of campaign processes ensuring a dynamic, enjoyable journey for you and your donors.

Fundraising is hard, but remember, you’re not alone. Let’s do this journey together—aligning heartfelt personalized storytelling, the dynamism of multi-channel campaigns, and a mindful strategy. We’re your partners in creating narratives that resonate, engage, and raise funds that allow you to thrive. Together, let’s sculpt a strategy that fits the uniqueness of your mission and serves your community!

With Gratitude,

Patrick

Connect with me!

Have you ever wondered what truly matters to your donors? The key lies in a simple yet profound act: listening. It’s the cornerstone of fundraising, setting the stage for meaningful connections and informed actions.

In the realm of fundraising, donors take center stage, and you must resist dictating what should matter to them. Instead, the focus shifts to hearing directly from donors and learning about their interests, passions, and motivations.

1: Do Less, Listen More 

The journey begins with establishing two-way communication from the onset. A three-part automated email series for new donors can allow you to prioritize listening right from the start. By encouraging responses to these emails and personalizing replies, this approach will signal a donor-centric attitude.

2: Tune Into Donors

Digital behaviors, website visits, email clicks—these are all signals that reveal a donor’s engagement level and interests. Utilizing tracking tools and social listening enables you to gather insights efficiently, fostering connections based on individual preferences.

3: Survey Your Lists

Regularly seek formal feedback through surveys and interviews. By asking insightful questions, understanding donor motivations, and adapting strategies accordingly, you demonstrate a commitment to refining your fundraising approach and building relationships with donors.

4: Pay Attention to Social Media

Social media is a great listening platform, offering insights into donor interests and sentiments. Engaging actively in online conversations and identifying influential donors can amplify the impact of your fundraising.

5: Map Relationships

Understanding donors within their communities is powerful. By mapping relationships based on social groups, you can suggest more personalized actions, building micro-movements for your cause.

6: Be Curious. Ask Questions

Every interaction is an opportunity to learn more. Whether through casual conversations or formal surveys, organizations can extract valuable insights by staying curious and encouraging team members to do the same.

7: Have A Feedback Loop

Feedback loops should be simple, standardized, and actionable. Closing the loop on donor feedback ensures a responsive approach and strengthens donor relationships.

8: Group Donors By Personas

Creating donor personas based on collected data allows organizations to tailor communications, content, and actions for different donor segments. This personalized approach enhances the overall donor experience.

For example, suppose you discover three distinct donor groups through a feedback loop. By defining new donor personas, you can now tailor your communications to appeal to each group’s specific interests.

In the world of fundraising, every interaction is a chance to listen, learn, and connect. By placing donors at the heart of the journey, you can forge lasting relationships and make a meaningful impact.

With Gratitude –Reach out to learn more!

The journey of running a nonprofit organization is filled with challenges and fundraising can sometimes feel overwhelming, leaving you wondering where to turn for support. Fear not, here is a fundraising framework just for you!

1. Know Your Audience: Build Meaningful Connections

In the world of engaged fundraising, understanding your audience is key. Take the time to connect with your supporters on a personal level. This insight can help you to craft a compelling stories that resonates with them. Share stories of impact, showcasing the real-life change your nonprofit is making. Send a timely “Thank You” note and include a bit of encouragement. Make your supporters feel like integral members of your community, and they’ll be more likely to engage and contribute.

2. Use Multi-Channel Campaigns: Meet Your Donors Where They Are

Multi-channel fundraising campaigns help you to build a following, engage constituents, and raise money! Don’t limit yourself to a single platform – a diversified and integrated approach is the key. Engage with your audience across various channels, including social media, email, and even traditional methods like direct mail. By meeting your people where they are, you increase the chances of catching their attention and building a relationship that goes beyond a follow, a like, or a one-time donation.

3. Segment Your Donor Base: Personalization Matters

Segmentation will supercharge your campaigns and amplify your engagement. The process will also help you understand who your followers, constituents, and donors are. Personalization is not just a buzzword; it’s a strategy that can significantly boost engagement. Identify key segments within your database and tailor your messaging to address their specific interests and motivations. A personalized approach makes people feel valued and understood, fostering a deeper connection with your cause.

4. Streamline Technology: Simplify Your Processes

Technology is your ally in the quest for fundraising success. Leverage fundraising platforms, CRM systems, and other tools that can streamline your processes. Automation can help reduce administrative burdens, allowing you to focus more on building relationships with donors. Embracing technology doesn’t just make your life easier; it also creates a more seamless and enjoyable experience for your supporters.

5. Set Clear Goals: Inspire Action with a Purpose

Your donors want to be a part of something meaningful. Clearly articulate your fundraising goals and how they contribute to your overarching mission. Make your goals specific, measurable, and time-bound. When donors understand the impact of their contributions, they are more likely to feel a sense of purpose and urgency, driving them to take action.

6. Celebrate Milestones: Show Appreciation and Recognition

Acknowledging the efforts and contributions of your donors is crucial for building lasting relationships. Create a culture of appreciation with timely recognition. Wait too long and you may miss the opportunity for a second gift. Show appreciation through social media shout-outs, personalized emails, “Thank You” cards, and donor appreciation events. You need to make your supporters feel like the heroes they are.

7. Diversify Revenue Streams: Plan for Long-Term Sustainability

To thrive it’s essential to diversify your revenue streams. Explore various fundraising avenues, such as recurring campaigns, business partnerships, workplace giving, event sponsorships, and peer-to-peer programs. By establishing a diverse funding portfolio, you not only insulate your organization from economic uncertainties but also create a foundation for long-term sustainability.

In the fundraising journey, remember that every interaction with your supporters is an opportunity to strengthen your community and advance your mission. Embrace the insights shared and infuse them with your unique passion and dedication.

Hopefully, this has been a source of inspiration and a beacon of hope. Together, we can create a future where your nonprofit not only survives but flourishes, making a lasting impact on the lives you touch.

I am here to help with personalized storytelling, multi-channel campaigns, and a mindful approach, so you’re poised to not just survive but thrive in the world of fundraising.

Keep inspiring, keep connecting, and keep bringing hope to the world.

With gratitude,

Patrick

Now is the time to be focused on your Monthly Giving Program and appealing to those potential donors.

In the dynamic world of fundraising, finding the right focus for your efforts is essential, and your Monthly Giving Program could be the key to unlocking a sustained and engaged donor base. Building relationships and nurturing donors is a year-round task, but strategic focus can significantly boost your program’s effectiveness. Let’s explore why your Monthly Giving Program is a vital component of your fundraising plan.

Finding the Right Timing:

Navigating multiple campaigns simultaneously can be overwhelming, making it challenging to effectively engage potential donors. Consider shining a spotlight on your Monthly Giving Program between your spring and year-end fundraising campaigns. This targeted approach allows you to capture the attention of potential donors without competing with other campaigns.

The Importance of Your Monthly Giving Program:

Your Monthly Giving Program holds a pivotal role in providing financial stability to your organization. By transitioning one-time and annual givers up the engagement ladder, you cultivate a deeper investment in your mission. This not only increases their lifetime giving value but also enhances the likelihood of retaining these donors in the long run.

Building a Loyal Community:

A branded monthly giving program offers the opportunity to create a loyal and engaged community within your giving circle. Imagine these contributors as long-term investors in the success of your mission. Engaging monthly donors requires a unique approach, much like companies interact with investors differently from one-time customers. This strategy adds depth and stability to your mission, fostering a sense of belonging among your donors.

Moving from One-Time to Monthly Giving:

Just as a one-time consumer may need several engagements before becoming a loyal customer, so too does a one-time giver. Gradually, as their consistency and engagement increase, you can extend an invitation for them to become monthly donors. Think of it like someone subscribing to a monthly service they love. As a community-driven mission, this is your chance to create a circle of deeply invested individuals connected not just to your cause but to each other and the community.

Real-Life Inspiration: Kingdom Eyes Monthly Giving Program

For example consider the Monthly Giving Program that we developed for Kingdom Eyes, a disability awareness organization. Branded as “Kingdom Builders,” this program identifies individuals who resonate with the mission and understand the transformative power of their investment. The program breaks down the impact of the donor’s investment and extends an invitation to quarterly gatherings for community and connection with like-minded individuals. This community-building opportunity aims to be both fun and uniquely aligned with the organization’s culture, ensuring that participants walk away feeling connected and part of a community that truly matters.

A Monthly Giving Program can bring financial stability to your organization by moving one-time and annual givers up the engagement ladder to be more invested in your mission, increasing their lifetime giving value and increasing the likelihood of keeping those donors engaged in your mission long-term.

By Patrick Kennedy

5 min read

Events are a love / hate relationship for many, but we all know that events drive engagement, that’s why we do them. Not all events are engaging and an event without the proper context can drive your budget into a hole. Now in our digital world we especially need to be thinking about context as our events are turning virtual. By establishing our “Why” and a strong narrative we will create meaningful context and engagement across live and virtual gatherings.

For years I’ve seen a ton of success integrating live events with digital campaigns. A well orchestrated campaign can provide a much needed and powerful context for your fundraising event. With this strategy it’s not about the event as much as it’s about the campaign as a whole. Making the event a compliment versus the main focus will allow you to leverage your fundraising event in a powerful story based framework to drive engagement toward your fundraising goals. So as we move into a virtual event landscape, we can make the digital campaign even more explosive, especially now that people are becoming normalized to the virtual meet-up. The digital and virtual landscape is dynamic. If we integrate virtual events with digital campaigns we will be able to elevate the event medium to make a more powerful appeal that highlights impactful stories, and casts a vision that inspires your constituents to give.

You may be thinking that the virtual event will never replace the in-person event, and I agree. In person connections will always be more meaningful but that doesn’t mean that we can’t leverage the digital landscape to create impact moments that can be just as lucrative!

According to recent study, Why America Gives 2020, “30% of survey respondents said they supported or participated in a virtual charity event since the start of the pandemic. Of those respondents, 60% said they donated and/or raised more in the virtual environment than they have for past in-person events. These results not only underline people’s willingness to participate virtually, but the possibility for greater levels of support.”

Event planners like Danielle Snelson are pushing the fold on virtual events and seeing a huge upside. The most noticeable upside is that virtual events can be a fraction of the cost to produce, which can allow you to increase returns by connecting with more people while cutting production time. An innovation that can cut down on time and expense while increasing revenue is definitely worth pursuing – and when you sync it up with a well orchestrated campaign, you may just see exponential returns.  

This is a great 10 min conversation with Danielle Snelson on her experience with virtual events.

Here’s the big take away: There is a huge upside to virtual events. Consider creating one and put it into context within a digital campaign. 

By Patrick Kennedy

5 min read

It’s the digital age and your organization has almost every tool at your disposal to communicate with people, and most of these tools are FREE! That’s amazing and exciting, but that also means there’s a lot of noise out there, because everyone is doing it.

The question is “How do you cut through the digital noise?” 

The good news is that you’re sitting on a gold mine, and the gold is in your story. 

Storytelling is a timeless framework that leverages all the good work that you’re doing and puts it into a compelling narrative that inspires people to to help you do the great work that you do!

This blog will touch on the basics and even give you a little more to get your storytelling started. So let’s walk through the Storytelling Framework.

1. Character

This is the community you are serving. To develop the Character, you want to identify a single person who represents the whole. This person’s story is a glimpse into the struggle that people are facing. The details of the character such as their name, age, family, who they are, and their unique struggle are key pieces that will connect with your audience.

“If I look at the mass, I will never act. If I look at the one, I will.” ― Mother Teresa

2. Conflict

This is defined as the unique problem that your Character is facing. The conflict is also connected to the larger problem in your community. For example though you may have a huge problem you are trying to solve, such as homelessness – For the sake of your story and your potential fundraising campaign, you will want to try to focus the story on a goal that you need to meet. Such as “We need $50,000 to upgrade our shelter facility”. With this goal you now have an achievable outcome and a filter in which you can choose the right character and proper story so that you can focus on how that character personifies the need to upgrade your shelter facility.

3. Guide

You and your organization are the guide. This is a very important role and a critical perspective for your organization to understand. You need your whole organization to be focused on guiding your constituents (donors, volunteers, and followers) on a journey to become the Hero of the story. These are the people who ultimately serve the needs of your community and therefore need to be communicated to accordingly. The way that you communicate will help your audience know that they are the most important part to the organization and ultimately the Hero that supports your community. If you confuse yourself, your organization, or your program as the Hero serving your community then you may be completely losing connection with your audience and ultimately losing support and impeding your impact. 

4. Hero

Your audience is your Hero – those people who are in your contact list – (Social Media Followers, Email Followers, Volunteers, Donors, and Constituents). Your audience wants to feel like they’re making a difference for the causes they care about. To do this you need these people to feel like they are the solution to the cause – because they are! Without their gifts, voice, and volunteer efforts then there is virtually no solution. Your supporters are the Hero of the story, so be sure not to confuse this with your organization and staff. This can be easy to do. You are in fact the Guide, not the Hero.

5. Call To Action

This is where you present your plan and make your appeal. The clearer you make your plan and appeal, the more impactful you will be. Though the actual internal plan, (facts and figures) may be full of detail and nuance, you must make it very simple and boiled down. As the Guide in the story, your constituents are looking for the answer to the problem and how to respond accordingly as the Hero. If you confuse them with facts, figures, and nuance then you will lose their attention and support! Remember, this is not a grant report. So you must present a simple plan; usually with 3-4 bullets with 1-2 sentences. Then let your audience know what you would like from them and why.

Your “Why” is the most important question that needs to be answered for your audience and it needs to be answered with intention. You then use the conflict of your main character’s story to paint a picture of how life will be better for the community because they responded. Don’t shrink back on the appeal. Be intentional, and direct, and invoke purpose and emotion. Your audience wants to feel like they are making a difference, and that feeling is a powerful retention moment for their heart to connect to your cause for the long term.

Now that you have the framework, consider what kind of stories you need to tell and then run those through the framework. For example, here are three primary stories that you need to be communicating:

1. Fundraising Stories – Stories that help your cause raise money.

2. Impact Stories – Stories that show impact, either successes or challenges.

3. Thank You Stories – Stories that show gratitude for your constituents.

Once you’ve thought through some of the stories you could share, put them into action and reach out to me. I’d love to hear how it’s going!

By Patrick Kennedy

3 min read

Now more than ever our ability to communicate through digital channels is a priority, particularly if we want to stay engaged with our donors and constituents. This is the first of a series of blogs that will hopefully help you think strategically about your communications and lead you on a journey to ultimately thrive in your marketing, fundraising, and outreach. I like to think of communications as the heart that is pumping blood through the body. With a healthy heart your organization is going to think clearly, speak effectively, and run productively.  

As we start out on this journey I’m going to guide you to one of my favorite resources on this topic which is a communications agency out of New York City. Their name is Big Duck and this is a webinar on communications called “Engagement” from their Nonprofit Communications Engine Series. 

Here’s the big take away: “Start with a strategy anchored in an understanding of your audiences, the actions you want them to take, and what’s in it for them.” – Big Duck

The Nonprofit Communications Engine online workshops session 2: Engagement from Big Duck on Vimeo.

Engagement with your audience is what drives donations, connects your services to constituents, and ultimately builds community around your cause. Effective engagement starts with your strategy not your tactics. While digital communications uses an array of digital channels to communicate, we also need to start at the beginning which is your strategy. So if a board member has a great idea about implementing the newest social media channel you can refer back to your strategy, overlay it with your audience personas, and then get a clear idea if it’s going to be the channel you need to implement or not. 

This is the type of thought leader I like to follow and being an active learner is what makes our work better. I hope that it helps you out!