Classy Digital Marketing Checklist

Question 1

What are 3 aspects of email, social media, and in-person engagement to think about?

Answer 1

1. Acquisition
2. Stewardship and Retention
3. Increasing Commitment and Engagement

Question 2

What are 4 things to ask yourself about your email-subscriber acquisition strategy?

Answer 2

1. Is it easy to subscribe to your email list?
2. Do you have any partnerships through which you can collect emails of people interested in your organization?
3. Do you ask people to sign up for your newsletters after they make a personal donation, sign up for an event or create a personal fundraising page.
4. Do you immediately send a confirmation and thank them for signing up for e-mails?

Question 3

What are 5 things to ask yourself about your stewardship and retention strategy for email subscribers?

Answer 3

1. Do you have a welcome series of emails for new donors?
2. Do you have a distinct welcome email series for different segments of supporters?
3. Do you send a newsletter on a regular cadence?
4. Do you share your key brand content?
5. Do you have a robust annual email strategy with defined stewardship touch-points?

Question 4

What are 3 things to ask yourself about your strategy for increasing the commitment and engagement of your email subscribers?

Answer 4

1. Are you offering your current supporters the opportunity to increase their commitment to your cause?
2. Does your organization have certain committees or boards that supporters can join, such as an advisory board, host committee for annual events, or young
   professionals group?
3. Do you send an annual survey?

Question 5

How can you make it easy to subscribe to to your email list?

Answer 5

Give visitors the option to subscribe or opt in on your website homepage, donation page and blog posts.

Have people indicate when they subscribe, what they are interested in learning about ( e.g. specific
programs, events, volunteer opportunities).

Question 6

How might you collect emails through an organizational partnership?

Answer 6

Send an email to thank employees who participated in a corporate peer- to-peer campaign raising funds on your behalf

Question 7

People should be asked to sign up for the email newsletter after they… (3)

Answer 7

1. Make a donation
2. Sign up for an event
3. Create a personal fundraising page

Question 8

What are 7 possible segments of email subscribers?

Answer 8

First-time donors
Event attendees
Third-party donors acquired from peer-to-peer fundraising campaigns
Recurring donors
Donors acquired on Giving Tuesday
Volunteers
Peer-to-peer fundraisers

Question 9

How often should a mid-sized organization send a newsletter and what should it include? (1+3)

Answer 9

Every other week or once a month.

1. Community-based events.
2. Opportunities to sign up to volunteer
3. Volunteer or supporter spotlight describing how they connected with your nonprofit and why the cause is important to them

Question 10

What is key brand content and why should it be used as part of your email strategy?

Answer 10

Key brand content are your videos, impact stories and photos from the field and you want them in your emails to maximize you ROI on these assets.

Question 11

Your annual email strategy should have touch points related to (5):

Answer 11

1. Cause awareness days and holidays
2. Personalized dates, such as the anniversary of the supporter’s first donation
3. High-level progress towards organizational milestones
4. Celebratory emails sharing campaign progress or programmatic impact
5. Personal emails to donors who make gifts over a certain amount, following up months later to show the tangible impact of the campaign

Question 12

How could you offer donors the opportunity to increase their commitment to your cause?

Answer 12

1. Ask one-time donors to make a recurring gift
2. Ask recurring donors to increase their gift size
3. Ask donors to volunteer

Question 13

How could you offer volunteers the opportunity to increase their commitment to your cause?

Answer 13

1. Ask volunteers to become peer-to-peer fundraisers
2. Ask volunteers to donate to a campaign
3. Ask volunteers to make a recurring gift

Question 14

In what 3 ways can all of your supporters be invited to increase their commitment to your cause?

Answer 14

1. Ask them to share you campaigns
2. Ask them to share volunteer opportunities
3. Encourage them to engage on Social Media

Question 15

What are 3 types of committees or boards that more engaged supporters might be invited to and how might they be invited?

Answer 15

Advisory board, host committee for annual events, young professionals group. By Email.

Question 16

What are 3 different approaches to annual surveys?

Answer 16

1. Ask for feedback on topics, frequency, and messaging of newsletter content (i.e. Is there anything you’d like to see more or less of? Do you prefer to watch videos or read stories?)
2. Ask for feedback following events
3. Open it up for general feedback

Question 17

One of the most important survey tips is that…

Answer 17

…you should only send one if someone on your team has the bandwidth to read the responses and your team and leadership are in agreement that you will take respondents’ feedback into account.

Question 18

How should you follow up on surveys?

Answer 18

When you implement a change or idea that was sourced by a survey, send an email to show your supporters that you not only care about what they have to say, but that you are also willing to act on it. This helps your supporters feel like valued members of your community when you bring them into the decision-making or brainstorming process.

Question 19

What are the minimum and maximum recommended posting frequencies for Facebook, Twitter and LinkedIn

Answer 19

Facebook = 3-10 times a week aiming for quality and not quantity

Twitter = Minimum 5x a day with no maximum - aiming for quantity over quality.

LinkedIn = Minimum 2x a week, maximum 5x a week

Question 20

How might you get your profile and posts seen by potential supporters? (3)

Answer 20

1. .Find a combination of hashtags that are relevant to your larger cause sector as well
   as your individual nonprofit?
2. Be aware of the cause awareness days (and their hashtags) that will help you participate in organic conversations with supporters.
3. Monitor trending topics and current events and join the conversation when appropriate

Question 21

What are 4 things to keep in mind in terms of acquiring supporters vai social media?

Answer 21

1. Post on a regular basis
2. Work out how to get your profile and posts seen by potential supporters
3. Explore using paid ads to target different audiences.
4. Welcome new supporters who “like”or follow your page.

Question 22

How might you welcome new Facebook followers?

Answer 22

Send them a a message to thank them for their interest and welcome them to your community.

Question 23

What are 7 ways to improve stewardship and retention of social media followers?

Answer 23

1. Responding to comments on your own page, as well as engaging on the pages of individuals who mention or tag your organization.
2. Sharing photos and posts from supporters who tag your nonprofit.
3. Creating Facebook groups for your peer-to-peer fundraisers to share tips, encourage one another, and create a sense of community.
4. Aligning email and social media strategies.
5. Creating Facebook events for your fundraising and community outreach events.
6. Sharing updates, reminders, and countdowns for your events.
7. Sharing photos from events.

Question 24

What are 5 ways to increase engagement of social media followers?

Answer 24

1. Thank event sponsors or corporate partners on social media.
2. Incentivize followers to engage on social media.
3. Host virtual events like webinars or livestreams to educate the public on your cause and keep supporters updated on major events (such as your annual report launch or major organizational milestones) in a personal way.
4. If you send out surveys, share reminders on social media for supporters to check their emails and participate.
5. Highlight donors, volunteers, and fundraisers who work closely with your organization.

Question 25

What are 5 SEO tips for supporter acquisition?

Answer 25

1. Make sure that someone on your team knows SEO basics. 2. Consistently publish high-quality content on your website, such as blog posts, photos, and videos. 3. Make sure your website is easily found using your organization’s name and relevant keywords. 4. Optimize your website for local SEO. 5. Have a streamlined user experience for donors. Make it easy for a donor to enter your page, find the donation page, and complete a donation.

Question 26

What are 5 tips for in-person acquisition of supporters?

Answer 26

1. Train staff members and volunteers to give the appropriate elevator pitch introducing potential new supporters to your organization. 2. Participate in or host thought leadership events, such as panels and conferences. 3. Ask in-person event participants to sign up to receive newsletters. 4. Have printed collateral with your organization’s name, mission statement, website, and social media handles for your team to use when canvassing or attending local events. 5. Invite potential donors to come visit your site or fieldwork to see the impact of your work firsthand.

Question 27

What are 5 tips for in-person stewardship and retention of supporters?

Answer 27

1. Send handwritten thank you notes to donors who make gifts over a certain amount. 2. Send birthday cards (handwritten or via email) thanking donors for supporting your nonprofit. 3. Send a welcome package to donors who join your monthly giving program. 4. Host events simply to thank your supporters. 5. Send holiday gifts to major or recurring donors.

Question 28

What is one thing that can increase the commitment of followers? What are examples? (1+4)

Answer 28

Hold appreciation events to deepen your supporters’ sense of community with your nonprofit. Examples include: 1. Meet-and-greets with your team and leadership 2. Opportunities to tour your facility or headquarters 3. Intimate dinners with executive leadership for high net-worth donors 4. Casual gatherings for volunteers and fundraisers where they’re encouraged to bring a friend

Question 29

What would be an example of an event held simply to | thank your followers?

Answer 29

A thank-you event for peer-to-peer fundraisers and volunteers following an event or upon campaign completion.

Question 30

What are four ideas for holiday gifts to major or recurring donors?

Answer 30

1. Calendars 2. Magnets 3. Candles 4. Notepads.

Question 31

What might a welcome pack for donors who join your monthly giving program include? How do we get a bonus point here? (3+1)

Answer 31

1. Stickers 2. T-shirts 3. Keychains • Bonus points if your items are related to your cause (e.g. water bottles for a water conservation nonprofit)

Question 32

What should you do when adding images to your website?

Answer 32

Provide alt text.

Question 33

In terms of finding your site via searching for your name and relevant key terms, what two things should you know?

Answer 33

1. How your site ranks for high volume keyword/search terms | 2. Who your competitors are

Question 34

What is an important part of optimising for local SEO?

Answer 34

Your google my business page.

Question 35

Why might you want to highlight donors, volunteers, and fundraisers who work closely with your organization on Social Media? How should this material be followed up?

Answer 35

Focusing on all the different ways someone can engage with your nonprofit reminds casual followers that there are more ways to support your cause than a donation. This also reminds donors they can volunteer, volunteers they can fundraise, and so on. Follow up with a note encouraging people to get involved.

Question 36

How might you incentivize followers to engage on social media?

Answer 36

Hold a contest where you “enter” by liking an Instagram post and tagging a friend in the comments. The winner receives branded swag.

Question 37

Other than strengthening the current relationship, why else should you be a project that thanks event sponsors or corporate partners on social media?

Answer 37

If you have a solid social media following, this can be a selling point for the next time you pitch a corporate sponsor.

Question 38

Why post photos from events? (2)

Answer 38

1. Showcasing attendees acts as social proof that your cause already has loyal supporters. 2. Attendees will be excited to see themselves in your photos, which will help drive engagement as they like and share with their networks.

Question 39

What might be an example of aligning email and social media strategies?

Answer 39

If you are sharing an “exclusive” announcement via email, make sure you don’t post about it on social media until after your email list has received it.

Question 40

Why share photos and posts from supporters who tag your nonprofit?

Answer 40

This not only shows supporters that you appreciate their posts, but it also encourages valuable user-generated content. People trust people more than brands, even a nonprofit, and a glowing recommendation about your annual event from an attendee can go far in acquiring new supporters. • As an added bonus, user-generated content helps fill out your social media schedule.