Masterpiece Sweepstakes Follow Up

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The Masterpiece 2017 Sweepstakes concluded earlier this month and we had over 1.1MM entries with 143,000 unique prospects being generated for stations.

CDP hosted a webinar earlier this week to talk about delivery of the prospects and how they can be cultivated and converted to donors in the coming months. If you missed the webinar, please click here to access the recording (it is posted at the top of the list)

Keep an eye on your email in the next week for information from CDP on where you can access your station’s prospects. Additionally, CDP will also be providing assets to you to help develop and execute emails to these prospects.

Or, if you’d like, CDP can execute emails behind your station brand to these prospects to free up your resources to focus on other initiatives. Visit our Digital Prospecting page for more details.

 

 

 

A Story About Data

We all have data, but do we all have a compelling story?

CDP works with your station’s data to deliver you a free report that outlines the strength of your overall fundraising program. We breathe, sleep, and drink data; but data isn’t the only character in all our gift stories. We discovered two articles that discussed the importance of co-mingling data and storytelling for your donors.

The first article, Data-Driven Fundraising and Storytelling, mentions that ”marketing is a science, with aspects of art that intrude, rather than an art with science looming like an inconvenient truth.”

Donors give more when they become connected with narratives in messaging. Empathizing with a story increases oxytocin levels by 47% and oxytocin then increases giving.

Data is used to discover what story is best to tell. Asking your donors simple personality questions during surveys or as time permits will give you a glimpse into their minds. Do you know what your donors personally care about?Find out and you will build stronger and longer-lasting relationships with your donors.

In the second article, 4 Steps to Creating Your Nonprofit’s Storytelling Strategy, we are given 4 solid executable steps to begin the storytelling process.

Step 1: Start with the Important Dates

  • Outline the important dates for your station
  • Brainstorm ideas and storytelling opportunities for each date
  • Examples: #GivingTuesday, Holidays, Year-end campaigns, etc.

Step 2: Choose Your Key Messages

  • Decide what key messages (main points you would like your donors to take away from your stories) you’d like to express throughout these dates
  • These should always line up with your stations mission

Step 3: Find Your Stories

  • Brainstorm actual stories for your messaging and fundraising efforts
  • Highlight how your station has created change in your donor’s lives and their communities

Step 4: Create Your Plan

  • Craft the story
  • Consult team and begin project management

But where should these stories be told? Our third article, How Nonprofits Can Use Storytelling to Boost Donor Retention, outlined three places where.

  1. Thank You Letters
  2. Donor Newsletters
  3. Impact or Gratitude Reports

The article also mentions that communication frequency with the storytelling content is key to retaining donors. Once a month emails will not retain as many donors as your goal. Your station needs to communicate the impact that your donors have to engage and build mutually beneficial relationships.

If your station is having successful telling your story, please let us know!

Are You Meeting Your Donor’s Needs?

Donors are not simply the origin of gifts; they have needs that need to be met.

maslow-pyramid

Maslow’s Hierarchy of Needs works to encompass human needs and psychological motivations. We all work to achieve these needs in a pyramid type structure, given that some are more important than others. It begins at the bottom with our needs for physical survival, which are the first needs that needs to be met. The following levels can be achieved once the one before has.

From basic needs, to psychological needs, to self-fulfillment needs… What is your station doing to help your donors successfully move up their pyramid? Here are some questions to ask yourself:

We will start with Safety Needs:

  • Are you actively letting your donors know that their information is protected and in a safe space?
  • No one likes to give out credit card or personal information to anyone, so make sure they know it’s safe and secure.
  • Highlight your privacy policy periodically.
  • Encourage EFT as a sustainer option in wake of ongoing credit card breaches.

Belongingness and Love Needs:

  • Are you creating a mutually beneficial and strong relationship with your donors?
  • Would you give money to a stranger with no idea what they would be using it for? Most likely not. Make sure you build and maintain relationships with your donors.
  • This can be achieved through events,  social media updates, targeted messaging, thoughtful communication, etc.

Esteem Needs:

  • Are you thanking your donors?
  • Thanking donors is something that we always push at CDP. Donors are the reason why we stay afloat, so thank them. They choose to donate to you and without being recognized, they may not continue. Everyone likes to feel acknowledged.
  • CDP understands the value in thanking donors and we have developed a simple Thank You Call Program to help stations with this. Click here to learn more (Please contact us to be reminded of the password if needed).

Self-Actualization:

  • Are you allowing your donors to have a voice?
  • Your donors are a part of your organization and should have some sort of say in what goes on.
  • Ask for feedback, suggestions, event ideas, etc. They want to feel like their creativity is being incorporated into the organization.
  • Stations will also benefit because who is better to get information on your donors than them.
  • Annual station surveys are a great way to include donors.

CDP Featured on The Agitator

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We are proud to share with you that CDP was featured in a recent post from The Agitator discussing collaborative efforts in fundraising.

The post, “The Benefits of Collaborative Fundraising” by Roger Craver, begins by outlining why “Insufficient Collaboration” is a large growth barrier for many non-profits. He asks, “Why in the world should organizations of like mission, or proximate geographic location, wastefully duplicate infrastructure, technology, and data applications, when one set of tools could be cooperatively employed by all?”

The article highlighted the problem solver as CDP’s mission and how we aim to solve this barrier for stations with our ROAR Reports, focus on increasing NET Revenue, projects and services, knowledge of best practices, and passion for collaboration.

None of our success could be possible without station participation and willingness to innovate, so we thank you all.

The Agitator is a subscription based newsletter, so if you are a subscriber, please click here to read the article in its entirety. If you are not yet a subscriber, we encourage you to become one for as little as $25 annually to receive great daily content about fundraising.

Start a Conversation: How Do We Hold On To TV Pledge-Acquired Sustainers?

As CDP discussed in our Better Practices For Your Sustainer Program webinar, Sustainers have become our most valuable donors—not just for public media, but for non-profits in general.

Because Sustaining Memberships are by nature an ongoing relationship with the station, which we articulate on the air and in our materials (I hope by using the CDP Sustainer Best Practices Checklist*) the compact we make with donors is clear.   Public radio stations retain Sustainers at higher rates than TV stations, which I believe is due to a series of factors:

  • Daily usage of radio versus TV’s ‘appointment’ viewing/serendipitous viewing aspects
  • On radio, we use of reach & frequency to develop the frame for Sustaining Memberships. Radio listeners ‘get it’ because we spend a lot of time marketing the Sustainer message.  On TV, the promotion must be consistent and persistent due to less frequent use of channel by core viewer
  • Listeners exhibit high loyalty to public radio and support it out of personal importance; PTV is highly valued as a community resource but suffers from audience fragmentation
  • The transactional nature of TV pledge, where dollar amounts are largely attached to premiums, telegraphs that a donor is a ‘buyer’ of a premium and is ‘paying it off’ in installments.
  • It doesn’t help that home shopping channels not only use a PTV-style approach to move premiums, but there are a number of PTV stars who ‘sell’ products on those stations, so viewers may confuse the two and conflate the messaging

The Holy Grail for TV stations is Sustainer retention beyond the first year that does not require additional resources or increased expenses.  Here are suggestions for engaging the Sustaining Member to keep her in the fold:

  1. Make the Sustainer a station Insider who has first access and discounts to station-branded performances, ‘learning’ events, panel discussions, and food & beverage events.
  2. To reinforce the Donor (versus Buyer) relationship, help facilitate an Employer Match early into the membership and be sure to thank donors profusely for going above & beyond for the mission.
  3. Minnesota Public Radio offers an annual thank-you gift to Sustaining Members via a call to Member & Audience Services. This provides an added touch point that strengthens the relationship and may result in a Sustainer upgrade.  The latter will mitigate costs associated with premiums.
  4. Some stations choose to enter all Sustainers into pledge drive sweepstakes.
  5. I love the folks at Blackbaud’s npEngage. Here’s a page full of ideas that may inspire you.

What is your station doing to keep TV-acquired Sustainers on your file for more than one year?  Let us know and we’ll share it with the group.

*If you work for a CDP member station and need a password please contact us; if you haven’t signed up yet, contact us.

 

 

One Week Left – Masterpiece 2017 Sweepstakes

For our TV and Joint Licensee stations, this is a reminder that we have entered the final week of the 2017 Masterpiece Sweepstakes.

Please continue to use the assets provided for you to promote entries. The more entries received, the more engaged prospects for cultivation your station will receive at conclusion.

The following approved posts can be used to help count down until the Sweepstakes ends:

Post As Soon As Possible
Twitter:

1 WEEK LEFT in MASTERPIECE 2017 Sweepstakes! Enter thru 3/15/17 for chance at Grand Prize. Details, rules @ pbs.org/sweepstakes

 

Facebook:

A mere 1 WEEK LEFT in the MASTERPIECE 2017 Sweepstakes! Enter daily through March 15, 2017 for a chance at winning the March Monthly prize of MASTERPIECE merchandise from shopPBS or the Grand Prize trip for 2 to tour UK film locations for Victoria, Sherlock, and Downton Abbey! Entry form, prize details, and Official Rules are at pbs.org/sweepstakes

 

Wednesday, March 15, 2017 Twitter:

LAST DAY to enter the MASTERPIECE 2017 Sweepstakes. It all ends at 11:59PM CST today. Visit pbs.org/sweepstakes for rules, details.

 

Facebook:

It is your very LAST DAY to enter the MASTERPIECE 2017 Sweepstakes! Entries are accepted today until 11:59PM CST. Visit pbs.org/sweepstakes for details and Official Rules. Our Grand Prize Winner tours film locations for Downton Abbey, Victoria, and Sherlock – and more!

 

 

After the sweepstakes conclusion, stay tuned for additional communications from CDP about delivery and cultivation of prospects for your station from this year’s contest.

Also, please join us for a webinar to discuss this information and how CDP can manage the cultivation process on your behalf:

 

Webinar: Wednesday, March 29th at 2pm EST

Link to meeting: http://wgbh1.adobeconnect.com/r3sipdek7z7/

Dial-In: 1-866-244-8528, Passcode: 378728#

Add this meeting to Outlook

 

What Can We Learn from a For-Profit Ice Cream Company?

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 Have you ever compared your station to other stations? Other non-profits? How about… for profit companies?

We are all consumers regardless of what products we buy. We have wants, needs, desires, and motivations prompting us.  For profit companies strive to identify these and solve our issues with products. They understand that consumers connect with brands to project images of ourselves, both realistically and ideally. Some do this well and others do not.

What can we as non-profits learn from this? Ben & Jerry’s does most of them very well, so let’s look at some examples:

  1. Corporate Social Responsibility (CSR)
    • We are all good people here, so let’s show it.
    • Ben & Jerry’s: Did you know that all the brownies in your delicious ice cream are made by ex-convicts and others who face employment barriers? It’s true; Greyston Bakery in New York, with the mission to employ those who struggle, bakes them all. To read more, click here.
    • As CSR becomes bigger in the for-profit world, as non-profit, we must not be afraid to tell our stories. Do you have local impact stories to share? Are you doing it?
  2. Have a Mission (and Make Sure you Use It)
    • We all have a mission, but are you making sure all efforts are completed through the lense of the mission? Do your donors know your mission?
    • Ben & Jerry’s: They operate with 3 separate mission statements. They are…
      • “Our Product Mission drives us to make fantastic ice cream – for its own sake.”
      • “Our Economic Mission asks us to manage our Company for sustainable financial growth.”
      • “Our Social Mission compels us to use our Company in innovative ways to make the world a better place.”
  1. Events
    • Events provide a platform for you to connect with donors in-person and further show how their gifts are impacting your community.
    • Ben & Jerry’s:
      • The company holds events when new ice cream launches. click here to read about an event that they had last spring surrounding a new flavor.
      • In addition to their own events, they also sponsor various events throughout the year to get their name out there.
    • Even if you don’t have the resources/capacity to host your own events, media partnerships for other local events in your market can be a great way to promote your station’s brand
    • Any participation in events will assist in building and maintaining relationships with donors.
    • Events develop a connection at the local level, they help donors to better understand that we more than just the station that brings you your favorite programs like Sherlock and Victoria, but a supporter of the arts in the local community.

Engaged donors are more likely to continue and even gain a stronger relationship with your station.