Kelly Kulp, Author at Wanna Pixel

Donors aren’t vending machines—they’re partners in the good work you do

Kelly Kulp - September 5, 2018

When is comes to nonprofit fundraising, what is the best way to approach your donors about giving to the mission and vision of your organization? This question has been one that nonprofits have struggled with for decades, searching for the most effective way to generate income for the good work that they do.

We don’t claim to have all the answers here at Wanna Pixel. In fact, we promise to tell you the truth even if it’s not what you want to hear. We do have some insight that is revolutionizing the nonprofit industry’s approach to fostering long-lasting donor relationships..

Henri J.M. Nouwen once said in his book A Spirituality of Fundraising, that

“Fundraising is proclaiming what we believe in such a way that we offer other people an opportunity to participate with us in our vision and mission.”

What a revolutionary statement! That fundraising is actually inviting people into participation with you in the good work that your nonprofit does.

Our greatest piece of advice for our nonprofit friends, is to change your mindset. Look at your donors not only as someone who gives financially to your organization, but also as partners in that work.

Donor vs. Partner

Let’s first look at the definition of a donor versus the definition of a partner.

● Donor – “A donor is a person who donates something, especially money to a fund or charity.” – Google Dictionary
● Partner – “A partner is a person who takes part in an undertaking with another or others, especially in a business or company with shared risks and profits.” – Google Dictionary

When we approach our donors with the mindset that they are partners with us in our mission and vision, it changes how we communicate with them.

We can approach them with much more confidence and joy, asking without apology, for their support and participation. You’re offering them an opportunity to invest, not begging them for a heart-void donation.

“Fundraising is declaring we have a vision that is amazing and exciting, we are inviting you to invest yourself through the resources/energy/money to invest in this together” — Henry Nouwen

You’re asking your donors to believe in the mission and vision of your nonprofit with you. You’re telling them that by donating, they are as much a part in the impact as if they were doing it themselves. This is their good work just as much as it is yours.

As they donate to your nonprofit, they’re allowing your organization to serve in the way that it serves. Without them, you would not have the same impact.

“We are inviting people into a new way of relating to their resources. By giving people a spiritual vision, we want them to experience that they will in fact benefit by making their resources available to us.” — Henry Nouwen

Risks & Profits

As in the definition of partnership above, a partner takes part in the “risks and profits” that come along with giving to your organization. They take on risk by giving up some of their “security” that they may have through their finances as well taking a risk of trust that you will in fact do what you say you are going to do with their money.

When your donors take this “risk,” there are a few things that you’ll want to do to honor that partnership which in turn will build trust and hopefully lead to recurring gifts in the future.

First, you’ll want to be sure that you’re honoring their wishes by putting their funds toward what they intend for them to go toward. Be sure to clearly communicate with your donors what you are asking them for, and be sure that they understand what impact their gift will have.

Once they decide to partner with you, honor their gift. This is part of the profit that they receive through partnership.

Make communicating with your donors a high priority!

Especially when it comes to sharing with them about the impact of their gift. This is what I like to call, proof of impact. Like I said in our article Fundraising 101: Honing Your Ask:

“One of the most important things in donor relations is building and establishing trust. Two things you can do to build trust is send a prompt thank you and proof of impact to your donors. Always thank your donors, no matter how great or small their gift, and be sure to send proof that their gift did what you said it was going to do.”

If you were to partner with someone in business by financially contributing to their company, you would expect reports on ROI, statistics on company growth or losses, proof that your investment was worth your while.

Why would we treat donors any differently than how we would treat a business partner? Our donors deserve the best that we can give them in regards to reporting on their gift.

Unlike a business partner, they aren’t reaping any financial benefit from their investment; they simply believe in and want to be a part of the good work that your nonprofit is doing.

A Lasting Relationship

Fundraising should always aim to create lasting relationships with your nonprofit, and here at Wanna Pixel, we believe that your first step in doing this should be to connect with your donors as partners.

In partnership, we provide donors with an opportunity to participate, not just give a one-time donation. When we treat donors like partners instead of vending machines, they are much more likely to invest in your nonprofit for long-term.

Make the shift from donor to partner and see how your nonprofit benefits. And check out some of the other great fundraising tips in our Fundraising 101 series on the blog and let us know if we can help with any of your nonprofit’s technology needs.

Nonprofit Fundraising 101: Honing Your Ask

Kelly Kulp - July 3, 2018

In all of our work with nonprofits, one challenge that comes up time and time again for our clients is fundraising. It seems there is never enough money to do all the incredible things that are on your nonprofit’s list.

We hear your struggle and want to help. Our team of nonprofit experts has put together a series of fundraising tips in our Nonprofit Fundraising 101 series in hopes to multiply your nonprofit’s fundraising efforts and impact.

Let’s get started by talking about the foundation of it all. The Ask.

There are multiple avenues in which to make an ask to your donors, all of which have their advantages and disadvantages. You can send a written appeal through your newsletter, start an online crowdfunding campaign, host an event, or make an in-person ask.

There is nothing right or wrong about any of these avenues of asking, and although there are many different ways to make an ask, there are a few things that are imperative to honing your ask regardless of the way you make it. These are truths that have stood the test of time and are proven to increase your chances of a positive response.

Know who you are asking

One of the most important pieces of advice that we can give you about honing your ask is to be sure you know who you’re asking.

Don’t just know their names, but learn as much about them as possible. Build a relationship with them, or have someone who is connected with your cause introduce you to them.

Know how they got connected with your nonprofit. Have they ever given to your nonprofit or volunteered before? If so, to what? How frequently? What size gifts did they give? How did they initially get involved? And what appeals have they given to in the past?

This information will give you insight into what they are passionate about. Knowing details like these can help give you an idea of the ask you should make and the capacity of their support.

Know about their career, hobbies, their family, as much about them as you can in building a relationship with them. If they’re a teacher, interested in education issues, or have children in school, they might be a good candidate to approach about giving toward a new school building. Or maybe they have a child who loves soccer: they might be a good candidate to ask about giving to your nonprofit’s summer sports camps for underserved kids.

The more you know about your contacts, the better you’ll be able to connect them with the areas of your nonprofit they are passionate about, and thus are more likely to give to.

Individual Vs. Group Asks

Though it is always important to know who you’re asking, it’s not always possible to make those in-person or small-group asks. So let’s take a look at the different strategies of working with smaller or larger groups.

Small group/individual ask

When asking an individual or small group to give to your organization, you will want to tailor the ask specifically to them. Like we talked about above, find out what makes them tick, where they connect with the most in relationship to your nonprofit. Formulate your ask around that specific area of need that relates to them. When tailoring your ask in this way, you are much more likely to get a yes in response.

Larger groups/mass communication

When approaching a larger group with an ask (like at an event or through crowd funding or a mass-mailed appeal), we would encourage you to present your audience with a few different options. Share asks with varying levels of giving amounts, so that donors of every giving capacity feel as though their contribution, no matter how great or small, can make a difference. Pair specific asks with the impact they will have.

Focus on a story, not general numbers & statistics

Stories are some of our most powerful tools of communication. People connect with stories and can see themselves in them. Stories help people identify with a situation and have empathy for an issue.

When presenting a need in your ask, be sure to connect it to a story that makes that ask real. Let them see who will be helped by their contribution and how it will serve a pressing need.

The not-so-powerful statistic

Let’s say your nonprofit is in need of a new school building for the children that you serve in rural Malawi. When presenting your ask, don’t only focus on the statistics about the lack of education for children in Malawi: that 80 percent of kids don’t make it past the fifth grade because they need to be at home helping their family with farm work, or that schools pack about 100 students in a classroom on mats on dirt floors instead of in desks to learn.

Of course you can and should use these statistics. But they should be used as evidence and support for your specific story.

Choose the story of one

People can connect much better with the story of an individual instead of the larger group. Tell the story of one of the kids who will attend the new school. Let’s call her Charity. Tell of Charity’s life, her family, and her history with education. What are her current circumstance in life and learning? What would her fate look like without this new school?

What is Charity’s experience like at her existing school? Does she walk an hour each day to attend? Does she share a desk or book with multiple students, or sit on the floor? Share a picture or video of her. Put a face to the issue you’re trying to address in your ask.

Point to the impact of the gift

Once you tell the story, you’ve set yourself up to make your ask. Now it’s time to connect your story to the impact that a donor’s gift will make.

Point to the impact

Once you’ve told the story, introduce your ask. “Your donation can help make a difference in Charity’s life, providing her an opportunity for better education. We need $X to build a new school that will lift Charity and other students like her off the dirt floor, attract more teachers, minimize class size, provide an inspiring space that’s naturally heated and cooled, and facilitate students learning.

Talk about the impact that the new building will have and how it will change Charity’s life and the lives of the other children who attend.

Then make your ask

“Would you invest in Charity’s life and education by partnering with us to build this school?” Make the connection between your story and the need, showcasing the impact that a gift would have in Charity’s life, changing her circumstances and the hundreds of other children like her.

Be specific with amounts

When making the ask, do not use arbitrary numbers. Know the specifics of what you’re asking for. Know how much specific items cost and the breakdown of pricing for components of your nonprofits’ needs before you make the ask.

In our example of the school above, if you’re working with a major donor who you may know has the capacity to give a large gift, be bold in your ask. Maybe even approach them with the full amount needed.

If you’re dealing with a donor who has a smaller- or medium-sized giving capacity, you can present your larger number goal, but break it down. If they can only give $50 or $1,000, they can still feel like their contribution will make an impact. With our example of the school above, you could break down the costs by having someone give toward buying desks and chairs, windows and doors, chalkboards, keeping the electricity on, etc.

The costs of these items broken out are a lot less than the building as a whole, yet they connect donors back into your story. It’s been proven that when you break up your ask into smaller obtainable chunks, more people will respond than if you ask for a larger amount.

Build trust through thanks and proof of impact

One of the most important things in donor relations is building and establishing trust. Two things you can do to build trust is send a prompt thank you and proof of impact to your donors. Always thank your donors, no matter how great or small their gift, and be sure to send proof that their gift did what you said it was going to do.

In the case of our example above, share pictures and videos of the progress of the school that’s being built, the finished product, and an update on Charity and the other children as they attend the new school.

This thank-you note and proof of impact will build a relationship of trust with your donors, so that when they are ready to give again, they are confident your nonprofit is a viable partner that can be entrusted with their money.

Follow these five guidelines to honing your ask and see how they can help your nonprofit in your fundraising journey. Be sure to read upcoming posts in our Fundraising 101 series, and let us know if we can help you in your journey to make a lasting difference by filling out our inquiry form. We’re Wanna Pixel, technology for social good.

How Email Segmentation Can Help Your Nonprofit Raise More Money

Kelly Kulp - May 24, 2018

How important is it to segment your nonprofit’s contact list?

Here at Wanna Pixel, we would argue that it’s one of the most important things you can do for your nonprofit’s communications.

Segmenting your contact list can help you make the most out of those incredible relationships that you’ve worked so hard to create for your nonprofit. Especially when it comes to donor management and helping your nonprofit contact the right people to partner with in order to perform the good work that you want to do.

We know segmentation takes time, a luxury that your nonprofit might not have a lot of. But would you make the time for it if we told you that segmenting your contact list can actually help you improve your nonprofit’s communications, multiply the effectiveness of your fundraising efforts, and improve your donor relations?

We think it’s more than worth the effort it takes.

Contacts Are Humans

Your contact list is made up of humans, and no one human is like another: they don’t all want to engage with your nonprofit in the same way. People are unique, and so we should treat them as such.

Some of your contacts are avid volunteers, while others prefer to donate; some want to attend events, while others would rather read about them in your monthly newsletter.

No matter what your message is, grabbing someone’s attention—or better yet, having them respond in a meaningful way—is nearly impossible with impersonal mass communication.

You’re much more likely to garner that positive response from your contacts if you reach out to them with the right message.

Segmenting Your Contacts

When you think about segmentation, think of organizing your contacts into different groups with the goal of targeting them with content that is relevant to their interests and needs.

Many nonprofits will use a CRM to help them organize and keep track of their contact records. If your nonprofit is looking to select a CRM, we highly recommend UkuuPeople or CiviCRM to help get the job done.

Start by choosing different personas that might help to group your contacts. Personas might consist of a contact’s characteristics, their interactions with your nonprofit, demographics, communication preferences, financial ability, passions, and interest in your organization. Use these personas to help group your contacts for specific email marketing.

Then use these segmented groups to tailor your email messaging to your contacts. Sending more personal communication increases the likelihood of a positive response, whether it’s volunteering for your nonprofit or partnering with a specific project or campaign through financial giving.

Segmentation allows you to send out the right message about your contacts’ involvement, setting you up for a successful ask.

Email Segmentation Case Study

Still not convinced that it’s worth your while? Let’s take a quick look at a nonprofit email segmentation case study.

The Green Bay Botanical Garden

The Green Bay Botanical Garden used segmentation to improve email communications, helping them bring in more dollars and increase engagement from their contact list.

As a nonprofit organization, the Botanical Garden “touches the lives of more than 125,000 visitors each year while connecting people with plants.”

When the Botanical Garden decided it was time to start segmenting, they had 18,859 subscribers on their email list and had been sending the same weekly email to every one of them with an email open rate of only 12 percent.

They decided to start with segmenting their list into two groups and send more targeted information to these two segments.

The first group (of 13,000) was made up of people who hadn’t opened emails for quite some time. The second group (the 5,800 remaining) was made up of people who had been fairly engaged and who had opened a weekly email update within the last five weeks.

The Result

The first group they segmented as their monthly subscribers and decided to start sending them monthly organizational updates. These bird’s-eye view monthly reports took their email open rate for this group from 0 percent to 8.1 percent, which is a huge win considering they were hardly engaged previously.
The second, more steady group continued to receive their weekly email updates with more specific information about the happenings of the Botanical Garden. Taking their organizational weekly emails from 12 percent to a whopping 45 percent open rate!

Although they only started with some simple segmentation techniques, they were able to re-engage contacts who had become disinterested and see more response from their regulars.

Can you imagine what would happen if they continued to narrow down their segmentation groups?

It’s Worth Your While

If you take the time to segment your contact list and use that information to better target your audience, you’ll see an increase in engagement and giving.

We want to see your nonprofit master the art of segmentation to multiply the good work that you’re doing. Connect with us to learn more about using technology to improve your nonprofit’s communication!

PS: If you want more reading on how nonprofits have used email segmentation to boost engagement, check out these articles as well as these. Or for other idea’s on how to get donations for your nonprofit, check out this article by our friends at Wild Apricot – How to Get Donations: 18 Ways the Pros Are Doing It.

Top 10 Nonprofit Conferences in 2018 (Plus a Sneak Peek at 2019)

Kelly Kulp - May 3, 2018

Here at Wanna Pixel, we love nonprofits. We love the good work that they’re up to in their communities and around the globe, and we love to partner with them. There’s nothing more satisfying to us than seeing our nonprofit friends thrive in their valiant efforts to make a difference.

One way to grow your organization is by attending a nonprofit conference specially designed for areas where your nonprofit needs a little boost. But how do you choose which one will be worth your while?

We know that your time and resources are often limited, and investing in a nonprofit conference can be a big decision. So we’ve compiled our list of the top 10 conferences for 2018 and 2019.

Things to Consider Before Signing Up

Research if this conference is worth it

Ask the question, “In what areas does our nonprofit need to grow?” Then check the conference website to find out what breakout sessions are offered, who the speakers are and what topics they are covering, and what other nonprofits or organizations typically attend.

You can even go on social media and research hashtags from the previous years’ conferences to see what attendees had to say.

Know your budget

Most nonprofits don’t have unlimited resources to attend every nonprofit conference under that sun. So sit down with your team and take a close look at your budget. Determine how much you can dedicate to nonprofit conferences for the year so you know what you’re working with when making decisions.

Save on conference rates

Many conferences have an early-bird special, discounting their rates for those who sign up early. You can also often get discounts for signing up as a group. Group rates are cheaper per person, making your money go further.

Networking is key

When else do you get to be in the same room as so many world changers than when you attend a nonprofit conference? Take advantage of this opportunity. Be encouraged by other nonprofit leaders, and take the time to encourage them.

Get to know the experts who come to present. Ask them questions and glean from their wisdom. Invite them to come see the good work that your nonprofit is up to and meet the rest of your team. You never know what will come from these connections.

Let’s Get to the Conferences

One: DigiMarCon East & West

As a tech company, we’re all about incorporating digital marketing into a nonprofit’s strategy. Keeping up with rapidly changing technology trends is important to stay in the game. If you’re looking for a technology boost for your nonprofit, check out DigiMarCon. You’ll learn all about building traffic, expanding brand awareness, improving lead generation, and gaining insight into today’s technology tools.

East
When: May 10-11
Where: New York City
West
When: June 13-14
Where: Los Angeles

Two: The Collaborative

Hosted by Classy, this conference brings together today’s nonprofit changemakers to share ideas and solutions to address some of the world’s toughest issues. The Collaborative will give you the energy, takeaways, and strategies you need to accelerate change as you work to do good in your nonprofit’s sector.

When: June 12-14
Where: Boston

Three: Annual Conference for Donor Relations Professionals

Development work is crucial to your nonprofit’s success. Without it, you wouldn’t have the funds or partnerships that help you do the good work that you do. Attend this conference and get ready for your development team to be challenged and inspired to think more creatively, strategically, and collaboratively about how best to steward your nonprofit’s donors.

When: June 25-27
Where: Washington, D.C.

Four: AMA Nonprofit Marketing Conference

The American Marketing Association knows that nonprofits are usually working with limited budgets when it comes to marketing. They want to help you reach a bigger audience on a smaller budget. Learn from industry experts about how to make the most of your nonprofit’s marketing budget, making a bigger impact for your cause.

When: July 16-18
Where: Washington, D.C.

Five: Nonprofit Learning Labs’ Nonprofit Institute

Take your nonprofit to the next level with the Nonprofit Learning Labs’ Nonprofit Institute. The Nonprofit Institute will help you connect with other nonprofit professionals in your area and offer training on relevant topics like fundraising, board development, volunteer management, social media, marketing, and more.

When: September 13
Where: Philadelphia

Six: The 2018 Nonprofit Innovation & Optimization Summit

If you’re a nonprofit looking to grow your online fundraising, this conference is for you. You’ll network with and learn from a community of nonprofit fundraisers and marketers who are working to provide the most innovative solutions and strategies to help you grow your nonprofit’s revenue.

When: September 27-28
Where: San Antonio

Seven: COMNET18

Join with 800 of your changemaking peers at the Comnet conference in San Francisco. Learn from and share with some of the top leaders who are working to build a better world through strategic communication in the nonprofit and foundation sector.

When: October 10-12
Where: San Francisco

Eight: Nonprofit Storytelling Conference

How can you tell more effective, inspiring stories about your nonprofit? Stories are what draw people into your cause and help them understand what you actually do. People are 22 times more likely to remember a story than a statistic. If you are involved in any sort of storytelling for your nonprofit (donor relations, social media, website, events, sponsorship, major gifts, etc.), this is a conference you won’t want to miss!

When: October 15-17
Where: Orlando

Nine: Cause Camp

You don’t want to miss Cause Camp in 2019, so we want to help you get ahead of the game. Although dates for 2019 aren’t yet set, you can sign up to receive conference updates so you’re the first to know when details are in place. Put on by Nonprofit Hub, this conference brings hundreds of nonprofit professionals together, inspiring them to create more change and better their organizations. You’ll be equipped with the tools you need to create change in your nonprofit and beyond.

When: 2019 dates to be set
Where: TBD

Ten: Nonprofit Technology Conference

Another not-to-miss conference that happens annually is the Nonprofit Technology Conference. As technology continues to grow and change, affecting both the for-profit and nonprofit sectors, it’s important to keep up with all that technology has to offer. After all, technology is a multiplier of the good work that you do! If you’re looking to stay up-to-date on all things technology-related for your nonprofit, this is the conference for you!

When: 2019 dates to be set
Where: TBD

We hope this list gives you a head start into choosing the right event for your nonprofit. If you’ve already attended one of these, drop us a line and let us know how your experience was or if you have other nonprofit events to recommend. We’d love to hear from you!

5 Ways Content Marketing Can Grow Your Nonprofit

Kelly Kulp - March 28, 2018

When I say “marketing” what do you think of?

Business, sales, or those annoying ads that come up on Spotify (the free version) over and over again?

What if I told you that the face of marketing is changing. Not because it’s out of date, but because traditional marketing tactics are losing their effectiveness in our rapidly over-advertised society.

Although marketing is usually thought of as something a business would invest in, don’t be fooled. Marketing is equally as important for nonprofits as it is for businesses.

We know budgets can be tight, and the last thing on your nonprofit’s mind is paying for marketing. How can you possibly maximize your marketing ROI and garner new support for the good work that you’re up to with limited time and resources?

Here at WannaPixel, we love nonprofits. We don’t want to see our nonprofit friends wasting precious time and resources on a marketing plan that just simply won’t bring the results that you need to multiply the good work that you do.

Let’s talk Content Marketing for nonprofits.

What is Content Marketing anyway you might ask, and how can it help my nonprofit?
We’re glad you asked.

According to Dictionary.com Content Marketing is:

“A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”

Content Marketing can benefit your nonprofit in a number of ways. Let’s take a look at 5 ways Content Marketing can serve your nonprofit well.

1. Tells your story & builds awareness

It all starts with sharing your stories. Of real people, doing incredible (or even everyday) things. Your nonprofit is doing amazing things, and is making a difference in this world. This is your chance to shout if from the rooftops (or the world wide web…which I think reaches further than rooftops anyway).

Stories move the hearts of people. Your organization’s mission and vision are important, but people are drawn to stories.

Why? Because they can see themselves in the shoes of the individual, because it gives them a practical understand, because it is your mission and vision in action.

Tell compelling stories of the good work that you’re up to, stories of the individual whose life will never be the same, of the change you’ve seen in your community, testimonials from your constituents, volunteers, and donors. Tell of the issue you’re out to address, of the negative effects it has and the hope that your efforts bring to the situation.

2. Draws your target audience to your website

Creating engaging and relevant content through content marketing will draw your target audience to your website. Relevant content helps the right people find your website, and improves your SEO, which ranks your website higher in search engines.

People who are searching for an organization or cause like yours will more easily be able to find you. And isn’t that what we all want, our target audience to find us?

You don’t want people who aren’t interested in what you do to stumble upon your website. You want those who are interested in joining with you in your vision and mission, people who will advocate, get involved, and give. Content Marketing will help your nonprofit draw these kinds of people.

3. Builds trust among your donors

Trust is one of the most important factors to people as they decide which organizations they want to partner with financially. Donors want to know what their money is going towards, what sort of impact it will have, and want to see proof that their donation is making the difference that they intended for it have.

One way that you can build trust with your donors, is through Content Marketing. Use your nonprofits blog, social media channels, and website to communicate with your donors about the good work that is happening because of their generosity, and the difference that they are making by partnering with your nonprofits cause.

The more they see of the good work that you do, the higher their trust will be of your organization.

4. Moves people to action

Drawing people to your content isn’t the last step that you want them to take, it’s a means to an end.

Content Marketing should always direct your audience to the next step that you want them to take. Whether you want them to sign up for regular updates, watch a video, volunteer, share your content, or donate; always give your readers a follow up step with clear and simple instructions on how to take action.

5. Builds your “nonprofit evangelists”

As you tell stories about the good work that your nonprofit is up to, people who engage with that content will be inspired and excited to share with others about your organization.

Encourage your audience to spread the word. Advocacy is one way that they can support the good work that’s happening through your nonprofit, and gives them the ability to be a part of the impact.

Creating quality content helps your audience better understand the impact that your work is having, and provides resources for them to share with others who might be interested.

Here at WannaPixel, we know first hand that Content Marketing is an effective, and cost-efficient strategy to growing your nonprofit. It helps you build meaningful connections with your audience and ultimately encourages them to get involved.

Want some proof?

Read all about it in our clients case study “We Revamped Their SEO Strategy And Boosted Their Revenue By One Million In One Year” where one of our clients grew their online traffic by 2,000% and boosted their revenue by $1 million in one year!

We’d love to help you learn more about how Content Marketing can benefit your nonprofit, help you create and implement a content marketing plan, or check out our free online marketing audit and review.