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Last Minute #GivingTuesday Tips From An NPO Marketing Guru

HubSpot Video

November 19, 2020

Jill Schiefelbein of Dynamic Virtual Events, a master of engagement and an experienced nonprofit advocate, is back by popular demand. This time around, we talked last minute #GivingTuesday tips and virtual event how-to's to make your end-of-year fundraising really POP

Whether you have a strategy already in place or it’s still in the works, hear from Jill and Give by Cell’s CEO Dave on how to hit your funding goals out of the ballpark by adopting our simple yet agile mobile fundraising technology.

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Full Transcript

Dave Asheim  0:00  :  We are recording this session. It will be 25 to 30 minutes or so. Then there'll be questions at the end. However many questions you may have, we'll stick around. Our little presentation is going to be fast paced, maybe 15 to 20 quick slides. We'll all be texting in on our phones, so everybody, make sure your phone is charged, and you've got it handy so that we can do a little texting. I am really happy to be here. I'm the founder of Give by Cell. We've been around about 10 years or so and we are lucky to have our repeat guest, our our biggest star in our webinar series this year, Jill Schiefelbein. No pressure Jill. Tell us a little bit about yourself and then we'll brag about you a little bit more. 

Jill Schiefelbein  0:52    :  We don't need to brag about me a whole lot, but long story short, I'm here today to add value to you. That's really what it is. You can see the things on the screen, but my job here is to add value,  answer your questions, and really, I have a lot of experience in bootstrapped or very, very tight budget events, productions, fundraisers, board experiences, and when it comes to my own business marketing, and so all of those things really fit in nicely today.

Dave Asheim  1:22    :  Well, that's great, and at the end, we'll give you Jill's contact information. She's available for all of you to have some preliminary discussions. She runs her own business, and if some of the things that she talks about inspires you, you ought to reach out to Jill and figure out how she can help you add pizzazz, add a whole marketing aspect to it. You'll see that she is an expert in that.

Jill Schiefelbein  1:52    :  But Dave, can I just jump in real real quick? The thing that Dave is talking about, and it'll be on at the end, just so you all know, one of the goals that I have for myself this year was to do 100 different pro bono consults on virtual events, marketing, etc, with not for profit organizations. So yes, of course, I'm for hire and all that stuff, but that's not what I care about here. I'm here today, number one, first and foremost, to add value to the time you invested in being here. Number two, as you're listening, if you think of questions you have in follow up or things that you want really specific to your organization, that's when at the end, I'll give you a link for 30 free minutes. I promise not to make sales pitches or anything like that. I think that is sleazy when you're here in the spirit of giving, and that's just not how I roll. So anything you want to ask: virtual, marketing, events, fundraising, business related, my mind is yours for 30 minutes for every not for profit that's on the line today.

Dave Asheim  2:54    :  That is a fabulous thing. Everybody should take advantage of that. I know that when we've had Jill at some of our webinars in the past, many have taken advantage of it. They have come back to us and said there was no sales pitch, and she was fantastic. So stick around, we'll give you Jill's contact information. I think Kim might have placed a link to her website in the chat window, too. So that's great. All right. So let's get going. It's pretty obvious, I think this is why we're here. No one can do things the way that they have been done in the past. From your events at the Four Seasons, or the Holiday Inn. And you're trying to reach out to the donors that are on the fence and whether they can afford you. Jill, there's never been a time where nonprofits have to juggle and dance and change things as much as this month and next month, because that's just such a busy time for everybody.

Jill Schiefelbein  3:57    :  It's a hugely busy time, and for a lot of organizations, depending on when your fiscal year is, you're really starting to evaluate what 2021 budget-wise is looking like if you haven't, you know, solidified that already. There's a lot of considerations going in there and a lot of uncertainties with whether or not you're going to be able to do things in the way that you used to do them, or have you found some great ways, or are you open to finding new and innovative ways to do things that kind of mitigate the possible impact that COVID has had on your budget?

Dave Asheim  4:27    :  Yeah, that's right. We're gonna talk about some technology that you can implement as well as how to just think about things differently. So let's keep it going. Part of the focus, of course, is #GivingTuesday because it's coming around the corner first week or so December, but a lot of these strategies can be implemented and they should be implemented and maintained until things get back to normal. I have always stressed to all of the nonprofit's We talked to, if you do not have an option for people to make a contribution using their phone, especially today, when I'm not sitting around the table, and I'm filling out a pledge card, and I maybe spent $1,000, or $2,000 bucks to come, I think you're leaving money on the table. You don't have to use our company, but pick some technology, where, when they're inspired through an email through social media, we're going to talk about all the various ways, they can take their phone out and send a text and make a donation right on the spot. So if there's one takeaway, it is, think about having some service where when a person's inspired, you're not going to leave donations on the table. For virtual events, if you're looking at, well, Jill, you've done how many virtual events? You just mentioned, you did one this morning, you're doing one again in Australia tonight. If there's not a way that somebody can show their appreciation, it's going to impact negatively how much money is raised.

Jill Schiefelbein  6:16    :  Yeah, we need to have these live in-the-moment opportunities, and they need to be curated also into your events. So making sure you have an easy way for people to give, an easy link, an easy process that can be present on every single slide in your virtual event deck, for example, that can be you know, sent out in advance and materials on your website, etc. that can even be texted. If you get people's permission, when they register, you can text them at periodic times with the link directly there that they could be able to use to donate. So it's already on the device that they would use to be able to donate and you can curate all of these things in advance.

Dave Asheim  7:01    :  Yep, that's, that is such a great example. On the form to fill out, I've have voluntarily given you my phone number just to get text messages for this event. B y pushing text messages, you might even get a lot of money to be donated even before the event starts. So we are we're big proponents of thinking of the phone as really a checkbook. So we're going to talk about five or six ways here that you can do that. And let's just dive in. From a technology point of view, there's two simple ways, two simple paths that all of you can can choose. T he one on the left, we call this service mobile give, it's a way that people can make a donation, and the donation hits their phone bill. It takes 10 seconds. We're all gonna try it in just a second. And then you will get a check once a month for all the donations that have come in. And we'll also do a little demo on in a second of this mobile credit card, where I can send a text in, get a link back just like Jill was saying, I click the link, I go to your donation page. And I can make a donation. So let's let's do a little demo, Molly, of this first service. All right, everybody, this is where the we bet the hands on part of this. You see in the bottom right? Try it now. Text flag 220222. This is for the Smithsonian. It is for the restoration of Old Glory. Everybody that has a phone, go ahead and text in flag 20222.  You will get back a text that will ask you if you want to confirm reply, "Yes." This is a Live account everybody. So if you if you want to see how it really works .to give $5 or the Smithsonian confirm with Yes, or your zip code, your building zip code. But let me know in the chat window and let Jill know what what the experience was like. Joe from a social media point of view, something that is so fast and so immediate. It just kind of fits hand in glove doesn't it with social media?

Jill Schiefelbein  9:21    :  It does. And it's also making sure that people have an easy way to share their contribution, right? A one click way, just like once you typed it in, you have the one click way to donate, you make it easy, and have that same for anything in your social  media platforms. You want to make it very simple for people to show what they're doing. And sometimes showing what they're doing can also be met with an educational message about something you're trying to accomplish. It's not always and it doesn't always have to be pat on the back, "Hey, congratulations. Thank you, Jill. for donating." It can be Jill just helped us preserve this unique piece of American history for decades, if not centuries to come. It can be more specific, and then you can provide a link to an article on a certain artifact. For example, maybe a specific thing in the campaign. So also consider it, not just a pat on the back to the donors, but also a potential chance for you to educate people who may not know a lot about your organization.

Dave Asheim  10:24    :  We have a question or two and please, everybody, we have a lot of people on the call. It's great to just pepper us with questions, we love it. Because these services are all cloud based that we offer, our clients can log into a dashboard and see every single text that came in, and the phone number, and the carriers have developed a way that a person that once they donate, they can click a link and go to your site to fill out donor information. And about 50 to 60% of donors are doing that. So not only do you get the phone number, but you can bring them to your site to ask them to sign up for text messaging, to ask them to sign up for email, and to capture their donor information. So I think all the notes I see in the chat window, they all said, Wow, this is just so fast. And I think that's the beauty of this first service. If you're going after a social media and Instagram and Facebook kind of a way to create a little buzz about you. And in fact, maybe we take a detour, here Jill.  I'm gonna guess an awful lot of folks on the call, they probably haven't used social media in the past because they haven't had to. They've had the golf tournament, they've got the big event in the in the fall, and they've got their three or four events. They may not have needed social media. What's your advice on how to jumpstart that between now and the end of the year? 

Jill Schiefelbein  12:02    :  Yes, I mean, or you've used social media, but not for raising funds, right? You have a presence, but the goal of that presence wasn't a fundraiser, per se. And when you have something like this, where you're getting people's information, it's charging them to their phone bills, so you don't even have to navigate any of those data concerns.  You can also get access to other types of information too. So one of the things that is really easy to do via social media, and I would suggest doing this, like in conjunction with anything that you're doing with Mobile Giving, is you can also fund and start fundraisers on the main social media platforms, and encourage people to give and share in that way. So Facebook, for example, does it where there are no fees if you're a  registered 501c3, not for profit, and you can submit that documentation. They're not charging any fees for you to raise money. And it's very much one of those peer to peer motivation, things where you want to be part of the group that contributes, "Oh $5,000 have already been raised under Jill's account for XYZ, and 10 of my mutual friends have contributed. I'm kind of a slacker for not contributing too so I want to get in on that game." So one of the things you can do with your team members, with your heavy volunteers, with people who you know, are champions of your organization, is also work on organizing those mobile fundraisers through social media sites to really complement what you're doing in other ways. You can talk about "Giving by Cell" on social media, or you can use it in a built-in social media fundraising platform. Either way, you're meeting your end goal, but having both modalities to educate people is a really good strategy.

Dave Asheim  13:51    :  Yeah,  it's a great tip. And with Facebook and other services, they are free. It is catering to an audience that you might not be catering to today. So absolutely do those. We had a few questions about how do you charge somebody's card? This is charging the phone bill. So this all goes through the carrier, and by opting in to by replying "Yes," and maybe some of you did that. That is called a double opt in. And that's good enough for the carrier. And that means that you've just given five bucks or 50 bucks to the Smithsonian. Okay, so that's option number one, like Jill said, perfect for fast, quick, up to 50 bucks. Service number two, basically is bringing people to your donation page. Now you might say well, I've got ways to do that now. Well, the truth is, if I'm on a virtual event, how do I get to your donation page, it might be a, slash donate slash whatever. So we've come up with a way that people can send a text and go right to get back a link, and go right to either a page that uses our templates, or it can bring people right to your existing donation page, and we have a little demo of this we're going to try in just a couple of slides. So let's keep moving through this. So to make virtual events even more exciting, we offer we call this the screen thermometer, as people are texting in and making their donations, down in the little corner or full screen, or on your website, or in an email that they can click and see, can be this recognition like Jill was talking about. And watching the numbers go up, Jill, your experience with kind of human nature and using something that's living, breathing like that, what's your experience been in terms of the power of coercion to raise more money?

Jill Schiefelbein  16:17    :  I mean, I think if you have done a good job of creating a shared community experience, this part is important. You focus on that shared community experience where people feel bought in to the organization, bought into their ability to help their own efficacy to contribute. You can see collectively as a group, the progress that you're making together. It can be a little extra motivator for people to just up that ante a little bit. "You know, maybe I was going to donate $100, but you know, what, if I donate $250, you know, I think I can make that happen. And you know, I'm really gonna see this needle move." So with that, it's also making sure that people know from my perspective, and the experience that I've had, what I'm seeing not for profit events, what moves the needle is when people know specifically where a donation goes to or what a donation is capable of. So for example, this is what $10,000 does. This is what $1,000 can do. For $500, here's what our organization is able to accomplish. The last event that I emceed for not for profit was a few weeks ago. And in that one of the things that they allow me to do as virtual guide and emcee, which not all organizations like, but this one in particular did, and it was great, was they let me ask the audience, how many of them would like to know how far $1 can go in their organization? It was astounding how quickly. I did this with Y for yes and N for No. So it's really one letter in the chat. So everyone on the line Y for yes, and N for know how many of you like it, when you know exactly how far $1 can go? That if you're donating $20 you know, what that can accomplish? And Cheryl, just proved my point boom, yes to that being super, super effective. And you all see how fast those "Ys" can come in. What that then enabled me to do on behalf of the organization was then by me, I mean, anybody you have MC here, right? Anyone can do this. It enables you to then kind of pull back the curtain on the efficient version. "So you know what $50 does this, but man, if you can find a way to contribute $100, because of our buying power in mass, here is what we're able to accomplish, and really make it seem like Holy crow, I give $100 it's really making a tangible difference. That inspires people to contribute as well. So it's visual proof and social proof right there, but then also getting into the details on what you're able to accomplish with a specific amount.

Dave Asheim  18:51    :  Yeah, that is great. In fact, let's just show everybody on their own phone how this will go. All right. So we're going to have a little practice. Let's say these are pictures of everybody here. I see Cheryl, Whitney, John, Hope, just making this up, of course. So everybody take out your phone, open up text messaging, and the phone number it's going to go to is this number down here on the right 56512. And you're going to text the word Henry. That's our demo. Put a space. So don't type out bracket space, put a space. Then put in how much you want to pledge and since it's a fake, you can do as much as you want. Put a space and then put your name. You can see in the bottom, I'm texting Henry space 500 space My name  to 56512. And when you do that, maybe Kim or Molly, put that in the chat as well, so when we move to the next screen, people can see it. Let's go to the next screen and you can see live. Here is Liza's pledge Jane's pledge LGD, IRA, Hope has pledged. All of this is live. Fireworks are going off because somebody must have pledged $100,000 or $200,000. Thank you for your imaginary pledge.

Jill Schiefelbein  20:27    :  Isn't that great? 

Dave Asheim  20:28    :  Here 

Jill Schiefelbein  20:31    :  $100,000, here you go. Let me just donate. 

Dave Asheim  20:34    :  So Jill, when you see this, it just kind of proves the point. Everybody gets a little excited. Oh, Amelia donated five bucks. It's like crowdsourcing all together. We have this collective goal. Oh, and by the way, I get a text back with the link and I could go make my donation right here.

Jill Schiefelbein  20:56    :  Yeah, and it's always good. Again, virtual events, the best ones create a shared experience among people. So for example, and if you all would go to chat, select all panelists and attendees and participate with me on this one now, just so you can see this demonstrated, and you want to experience this and see this with your organizations.  I want us for this event, and actually, we can use this for this meeting right now from now until you know the end of this or whenever you want to use it. Whenever you want to applaud something, use exclamation points. We're applauding, reaching our goal here. So everyone, exclamation points as fast as you can into the chat as fast as you can into the chat. And you can see the different exclamation points. Some people put one. Some people put a million. It's all fine. But what's great about that, again, is as an attendee, you realize you are not alone. You have a community behind you. And hey, Pam, shout out to you. Nice to see you on this. You know, we have this group here, and you feel a part of that with someone. So the idea is that mentality. If we can engage people tactilly and getting them involved in a chat or a poll or something along those lines, you can also get them to feel like they're contributing, and again, seeing the names and the pledges, that peer and social pressure, all of that stuff contributes to that entire effect.

Dave Asheim  22:21    :  Yeah, I love it. That is so good. And it's so interesting. Jill, as soon as you ask people to do something, within a second, they're doing it. And that's because that's how we behave these days. We're multitasking, we're doing this, we might have kids in the room, but we could still do this at the same time. The same with your phone. It's so easy to make a donation on my phone, or it's so easy to participate in the chat, but I'm not going to do it unless there's some shared common goal and I feel part of the team. That's why when somebody gets an email, or a letter in the mail and it says, "Will you donate $1,000 bucks? I don't know, is anybody else doing this? What's it gonna go for?" There's no shared goal here. So I love what you're saying.

Jill Schiefelbein  23:06    :  One thing, before we go on to the next slide. I think it's also really important to remember that a lot of what we are all seeking right now is a huge sense of belonging, right? It's in a different way than what we've experienced before. So when you're enabling people by telling stories of the people that you're helping by saying, you know, let's say I just told this, you know, really emotional story about how your organization helped me, you know, and "to help someone in Jill's situation, just like you heard her describe, it costs our organization, roughly $20,000. So imagine, if all hundred of you on the line right now donated, you know, do your math, do all that you can do all of that things. So Can anyone help us out? Can anyone help us get there for that?" So that you can connect your emotion to a sense of belonging with a story. With an actual, you know, hardcore proof that this thing works, then you also can see more success there too. So it's all the same sentiment: creating a shared experience, creating this community, and creating a sense of belonging for everyone. And you can manifest that through interactions, through shared thermometers, through other storytelling, but make sure that you really focus on that and the shared experience isn't: "This is what our organization is doing. And this is what our annual report is and us reporting out to you." It's giving people a way to be involved. They're alive. 

Dave Asheim  24:35    :  Jill, Noah has a really good question. If people are unfamiliar with using social media, especially for fundraising, should they start now? Should it all be on #GivingTuesday? What's your advice for some of the newer folks to using social media between now and #GivingTuesday?

Jill Schiefelbein  24:58    :  So a couple considerations you want to think about. First is anytime you post something on social media, less than 10% of your audience is going to see it. And that number can drop to as low as 1% of your audience may be seeing it, given the algorithms and how they work. So first of all, we need to realize that frequent posting isn't necessarily bad, and I say isn't necessarily bad, because it depends on the way you go about it. My suggestion is this. If you are asking other people to fundraise on your organization's behalf on social media, make the Ask very clear and circulate it around one particular event one particular day, when you're reaching out to other people and making that ask. When you're doing it internally, and maybe you're working with a core team of volunteers, that's something you can do with more frequency with more regularity. Most people are happy to do an action once on social media on behalf of an organization that they are only tangentially connected to. So don't make that ask too big. What you want to do then is strategically with your let's say, core team, core group of volunteers, have them start sharing strategic stories about your organization, about some of the things we do, about #GivingTuesday, about how we're reaching out to people who will be part of our #GivingTuesday. You know, "family" or "battalion" or pick a word and adjective to that that is related to what you do. Right? You know, if you're in golf you know, be part of our extended foursome be part of our whatever it is, you know, you can pick a lot of different things be part of our community, our family, our I don't know, our our crash, if you're a rhino organization, right, you know, a group of rhinos is called a crash. There's a random trivia fact for those who didn't know it. So you know, you can use some fun things like that, to get people and their curiosity peaked ahead of time and then on the day of, that's when you ask them to click, you know, post and share that with everyone so you can start to see what's happening. Ten as an organization, have your own master thermometer to see what people are capable of doing.

Dave Asheim  27:12    :  And I like your idea about mixing things up. Even some of the people that have been beneficiaries of your charity's good work could do some of the posting. So it's not just the same old "give me money." It's just this collection sprinkled throughout, and I think that's so true about 10% are looked at. When all of you look at your Facebook feed and your Instagram feed on your phone, you know, you're going through it pretty fast. So you're not looking at every single one that's coming through for sure. Oh, Molly, let's move back to slides. Great. All right. So a direct mail, we're suggesting every single location you can, put a call to action on it. Direct mail, if it's not too late, to get the, in this case, text Henry to 56512, to put it on your direct mail. Put it everywhere. Put it in your signature line. Email campaigns too.

Jill Schiefelbein  28:20    :  You really want to think about what real estate you own as an organization. And what I mean by that is you do not own your social media real estate. The social media sites own that real estate, so you cannot control who is seeing it, whose feed it will display on, at what time it will display, or if it will even display it all. But what I love about that last slide, and I know what you're going to hit on now in email campaigns here, is there are certain pieces of real estate that you do own. Your website is an owned piece of real estate. If you engage in a give by a text type thing, that is your real estate that leads to this. Your email campaigns are your real estate. So make sure you're not wasting those opportunities and over relying on the other channels. Because again, those aren't your own spaces, you are leasing those at best with a really crummy contract to be honest.

Dave Asheim  29:16    :  Yep, that's right. Even on emails like this, you might think to yourself, why would I ever put a text message call to action? Well, that's because if you're 25, or 30, and younger, you're gonna donate on your phone. And so I might be looking at this on a PC or a Mac. But if I have a call to action where it's texting, which is the way I'm familiar with interacting. So don't miss out on including a mobile way to access your donation page in every aspect of how you market your fundraising this fall. All right. We're not gonna spend too much much time on text messaging, although a few of the folks that have made comments have talked about texting. If you folks that are listening do not currently have a two way text message campaign, you should probably give us a call, because the most impactful way to get a message out is not through social media, not through print, not through email, but send them a text. And it could be just like what we see here. Tonight, we've got a virtual gala. Here's the link. if you can't make it, here's the link to make a donation. That's going to hit my phone at a prescribed time, which you can dictate. And you know, there's a 90 to 95% chance someone is going to get that, and they're going to look at it and click. So because such a high percentage of text messages are read, texting should absolutely be part of your strategy, whether it's #GivingTuesday, or just in general. Jill, what's your feeling on the on the use of text messaging,

Jill Schiefelbein  31:01    :  I love that you noted two way text messaging campaigns, meaning people can also respond back and that is important in things. And so that may not be what we're talking about in terms of this initial quick donation, but I also want you all to consider as an organization, other technologies too that allow you to have conversations with people in the mediums that they are already using. So for example, if you're putting them to a website for the donation, making sure you have an instant chat feature, or an immediate if you have questions, text to this number. So there can be some two way dialogue there. That's great and more advanced, if you can set it up through texts. Fantastic. But again, if you're asking people to donate through one medium, you want them to be able to reach you in the same easy way through that medium. And whether that's clicking on a chat in a site or whatever, we don't want to have them get on the computer to do something to get to you. You want them to be all mobile in that. That's number one. Number two is, have a little personality in these, right? And I'm not going to knock what's on the screen right now. Because what's on the screen right now is kind of the point. It's like, Hey, here's an event. And if you can't do this. Now take that and amp it up with your organization's personality. Throw an emoji in there, you know, throw in something that is more pertinent again, to what you're doing what you're raising money for. So instead of click the link to join our virtual gala, again, the point of this screen is, hey, there's an event and you can also donate right? But now spice it up. So it's "Help us celebrate rescuing over 500 women from human trafficking. Join our gala tonight. Right? So put something in there. Don't waste that real estate again that you're owning in this case.

Dave Asheim  32:49    :  Yeah, I love it. Exactly. Right, exactly right. And texting is such a personal experience, because all the texts that you get are not really from corporations. It's Jill texting me back and forth, and back and forth. So make it personal. Even add GIFSor little videos to this. If you're a shelter for pets, you know, you could have a little picture of a little cat or a little dog that comes through. And that's what you're going to be donating for to help rescue all of these pets. Okay, a few more slides and then we're done. There's another twist on the donation where you can call in. So you see this 866 number here. There's a certain audience in our country that is not yet big on text messaging. It's generally a little bit of an older audience. So there's still a way that people could dial the number and by entering on their phone, they'll be able to make a donation. So I just throw that out for those of you that have a really older audience, and think that maybe texting is not for them. All right. For year end, holiday giving, I mean, any kind of interaction, we're showing here, a text message, a little gentle reminder that if tax planning is something you're thinking about, then maybe it's time to make a pledge. You don't always have to just have somebody click a link. They could just reply to this text with how they're feeling about the charity, maybe ask you a question and get them to fill out on a pledge card. That's basically an electronic pledge card. Just any way to interact. Anything to add to this Jill?

Jill Schiefelbein  34:38    :  Again, it's have personality and I can't stress that enough. You all have seen the texts that you get that are spam, like on your phone, that you can tell they're spam. They're cheesy, they, you know, "lose 60 pounds in five days" and you know all this stuff. Don't do that, but have something that really shows the personality and the tone of your organization.  Just as organizations create or should create brand guidelines, part of your brand guideline, it's not just your logo, your colors, your font where it can be used in place. It's not just that, but it's also the tone of your communication. Do you use first person, do you use third person? Do you, you know, what tense are you regularly using? What voice are you using? And then also, what type of tone do you want to convey in those messages? Is it okay to send memes or send GIFs or not? You know, that's up to your brand. Is it okay to use emojis or not? Or if you are, here's a set of emojis that were allowed. But make sure you have a consistent personality, a consistent voice across all of your owned and leased real estate. So once I start developing a relationship with your organization, I feel that I am texting with a friend, not an entity. And there's a big, big difference in how we feel when we respond to friends versus businesses.

Dave Asheim  36:00    :  Yep. And many of our clients, Jill, to that point, they'll actually sign it, that they'll actually put their name in the text. It could be you know, it's from Dave Asheim.  I think I've seen Dave before I've seen his name before. So adding a personality is absolutely essential. And then you'll develop a relationship with people in a much deeper way than just an email that you just send out into the ether, that's for sure.

Jill Schiefelbein  36:28    :  If we all think of the emails, on email lists that we are part of that we actually open and look forward to reading, there's going to be some common elements. If they don't have a personality or a story or something that mildly amuses you in some way, it's because we have a very vested interest in that organization or in that center. And while we would all love to think that all of our donors have a very vested interest in us, let's be honest, they don't. 

Dave Asheim  36:57    :  Yeah, they don't. They should, but they don't. All right. Year end thank yous of course, in this case, there's a little GIF down here. That could be a picture. So Jill, this is where we've got your info. And I think everybody that's on this call, should write down or send Jill an email right now.

Jill Schiefelbein  37:26    :  No, no, no, no, go to the link that's in the chat. That'll be much more efficient for you.

Dave Asheim  37:33    :  Okay, everybody. So the link, and if it's been buried, Kim will put the link there again. And I know from our talking to our clients, many folks have done the brainstorming with Jill. You can see she's got 1,000 ideas for you. None of us are real experts in navigating COVID during this crazy time. So I think you'll all benefit from that. Great. And then kind of the final slide here is anybody that wants to work with us, if you've not worked with us in the past, every day of this month, leading up to #GivingTuesday, our marketing team has special deals: extra six months, extra this, extra that. So just ping me. I'll have my email on the next slide or whoever you've been talking to. See what the the Black Friday deal of the day is. Here's my contact. There's Jill. But I think as Jill said, go to her website. We will email this presentation out to everybody probably tomorrow morning. Any more questions from you folks? Put them in the chat window. And Jill maybe give us your your summary as to the two or three takeaways for everybody today. 

Jill Schiefelbein  38:56    :  I think Kim has done a great job putting some main takeaways in the chat. So thank you for that, Kim. I love how she always does that. It's amazing. When you're thinking about fundraising, in general, this is some tough love coming to all of you. And this happens with every organization I work with. We believe that people who support us are way more vested in our success than they actually are. And that's not a negative reflection on any of you. It's not. So one of the things, when you're planning an event, when you're planning a fundraiser, when you're planning any type of communicative campaign about your organization, really check your assumptions at the door. For example, I just worked with an organization in October, who was planning their virtual luncheon. Their first virtual luncheon since their in person lunch and obviously could not happen. When they were planning their pre event communication, they had very simple text like, hey, join us, you know, we can't have an in person luncheon, you know, join us for our virtual luncheon this year, help us celebrate 10 years. In doing that, we're assuming a lot. We're assuming that when people see our name in the inbox, they already know who we are. We're assuming that they're already inclined to support us. And we're also assuming that even if they did recognize the name, that they remember what our organization does, and those are a lot of very costly assumptions. Use that real estate in the front end of your communications, to educate, to eradicate and get rid of those assumptions and take that opportunity to share and educate and celebrate with your audiences. So I love that last slide of text example, that celebrated the end of the year, well, doing this before any event that you're trying to have, or any fundraiser: "last year, we were able to serve 10,562 meals, can you help us get to 10,563 this year?" Whatever it is, right? It could be 11,000, what whatever you're going to do whatever your goal is, but you're sharing a fact about the organization that then places it in someone's mind. It also then that first line of the email is so crucially important, because most of us see the notification pop up here, or pop up on our computer. And that notification determines if we're taking time right then and there to read anything or not. So if your email starts off with something as blase and honestly pointless as we hope this email finds you well, in these unprecedented times, don't! No one ever is like oh my gosh, wow, this organization, they hope they find you. None of us react like that. Let's be honest. And it doesn't mean you don't mean well by it. And again, I'm not condemning you for what I'm saying is that first line is in the previews that people then determine do they click or not use that first line to communicate something that even if they don't click, they've now associated your name with something your name is accomplished. They're bringing those sides of the brain together. And that is really important.

Dave Asheim  42:26    :  Yeah, I think that is right. So shake it up. Be personal, be creative. Be fresh, be original. Don't be blase. Use every tool you possibly can, from mobile to Facebook, to tweeting to everything. And repeat. Because not everybody's going to see it the first time. It might take four or five times to to see it. Any more questions for our expert, Jill, that I've seen the chats coming through? Jill, you've grown your fan base. So that's excellent.

Jill Schiefelbein  43:06    :  I'm here to serve y'all. So take advantage. Oh Patty gave us an exclamation mark. 

Dave Asheim  43:12    :  There we go. I love that. 

Jill Schiefelbein  43:16    :  I love them. They're so great. So great. I'll put the consult link. And again, I promise this is not scammy in any way. I set a mission for my year - 100 not for profits, period, end of story. So much of my business, if I trace back the roots of my success, are from volunteer efforts I did and so I want to give back in that way now.

Dave Asheim  43:38    :  Well, thank you, Jill. We will send out info. You all know how to contact Jill. You know how to contact me. I'm Good luck with #GivingTuesday. Try what Jill is saying about be creative. Try lots of different modalities. Try texting, try mobile and social media and just be creative and original. With that, thank you so much, Jill. I will make a pitch for next week. Molly and Kim, we have a text messaging webinar. Jill is coming back as our special guest to help us with that. Maybe Kim and Molly put the date in the website. There it is November 24. And that's our texting webinar. So feel free to join us for that. And with that, thank you so much, everybody, and we will see you maybe on November 24 at our text messaging webinar. Thanks so much, Jill. And thank you everybody. Bye

Last Minute #GivingTuesday Tips From An NPO Marketing Guru

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