Wednesday, July 8th, 2015
2:15 PM - 3:30 PM: Breakout 3
Acquire, Act, Repeat: Create Messaging that Drives Conversion
Non-profit organizations are fundamentally built on the success of funds coming in, but value goes beyond the first gift. Critical to this success is the ability to convert the public, and move target audiences from observers, to long-term supporters, donors and ambassadors for the brand. Building on the work of World Wildlife Fund and National Geographic, we'll explore the science of how people choose to support non-profits and why. We'll look at how to craft (and evaluate) a strategy that goes beyond just informing and educating your newly acquired followers, and look at campaigns that actually drive behavior and build a relationship.
Learning Outcome #1
By attending this session participants will learn: The science behind the decision to support a non-profit, and how to tweak your program to tap into supporter motivations.
Learning Outcome #2
By attending this session participants will learn: Templates for fundraising and advocacy acquisition campaigns, and how to measure their success.
Learning Outcome #3
By attending this session participants will learn: Strategies to get the critical "second action" that cements a supporter as a long-term donor or advocate.