Pirate metrics for nonprofits Content sponsored by Vokol by Pathos Ethos, the creators of our 2017 #NonprofitSTRONG Summit app. At Vokol, we think the world would be a better place if for-profits acted a bit more like nonprofits and if nonprofits acted a bit more like for-profits. We learned so much from the YNPN Triangle NC #NonprofitSTRONG Summit that we want to share with you a practice that we use in prospecting efforts that can be applied to your fundraising + programming efforts. What do pirates say? Exactly: AARRR. This stands for Acquisition, Activation, Revenue, Retention and Referral. The name of the game is moving your “customers” (the people offering you funds and time - so donors, volunteers, members in nonprofit speak). effectively through these different stages. Stage What we call people in this stage Acquisition An individual or organization interested in what you are providing Lead Activation That lead commits to taking the relationship to the next level Client Revenue The client provides some form of capital (partnership, funding, time) Paid! Retention The client is delighted with service and is happy to provide capital again Repeat Client Referral The client is so enamored with services they generate new leads Missionary Make your own name for each of these buckets including what you call individuals/organizations in each of these steps. Place all of your “customers” in one of these buckets. Some customers don’t fit? Then your buckets are not sufficiently defined. We do this on a big wall with painters tape and sticky notes! How long does each stage take? How many leads turn into missionaries? You can play around with quantitative data now that you have all your customers listed. Make this process YOURS! We have added buckets and various paths through our process to most accurately plot our customer journey. This also helps us identify new customer segments that may all exit the flow at a similar point but still have needs we can provide for them if we tweak our offerings slightly. You can now track how long it takes to grow a lead into a missionary and how many people “fall-off” from one stage to the other or how many get stuck between the phases. Your “customer” insights in each stage are almost in your fingertips. You only have to sit down and organize the data you already have. You will benefit from deep diving yourself into each of these stages of the the process for your nonprofit. There are slight nuances for each organization (nonprofit and for-profit alike). This practice will benefit your programming and development measures in two major ways. First, identifying and qualifying the boundaries of each phase will guide your storytelling and programmatic offerings. Where is the bottleneck? Spend your communications and programmatic efforts focused on moving the bottleneck to the next section. At Vokol, we are able to send relevant content to folks in a specific bucket segmenting our our various buckets. For example, a festival organizer who has never had an app and is unsure about the cost gets a different message than someone who has had a competitor’s app before and are considering switching to Vokol. Bottom line, we can provide targeted messaging that speaks to their segmented concerns because the buckets are clearly identified and defined. Secondly, you will be able to more accurately forecast donor engagement including how much they are willing to give and what cycle the giving occurs (weekly, monthly, annually). Vokol is owned by a boutique digital and engagement strategy consultancy in Durham, Pathos Ethos. When we grew Vokol, we used this practice to forecast our customer pipeline and revenue. We love sharing these types of exercises with nonprofits and social impact organizations. As a thank you for welcoming us at the #NonprofitSTRONG Summit, we want to extend a free two hour nonprofit engagement strategy session to everyone who attended the YNPN Triangle NC conference. Contact Jacob at Vokol (email@example.com) if interested.read moreThe #NonprofitSTRONG Summit is a jam-packed day of learning new things, expanding your professional skills, and meeting new people. It is both exhilarating and exhausting. To help you make the most of the conference, and to ensure you have an amazing time, check out these ten tips to optimize your #NonprofitSTRONG experience. Make sure your workplace is paying for your ticket. If you haven’t already, turn in the receipt from your #NonprofitSTRONG Summit ticket to your boss as a work expense. Investing in staff development will help your organization better meet its mission. (And surely a $35 conference ticket, which includes breakfast and lunch, can squeeze into the budget.) Check out this blog post to get some tangible tips for how to ask for professional development funding. Identify at least one concrete goal for your conference experience. Have you been struggling with a challenge at work that you’re still not sure how to solve? Write it down and bring it to the Summit. Make it your mission to find someone(s) who know the answer to your problem. Whether it’s a technical problem with your website, a question about a grant application, or a struggle to make your organization more equitable, keep it in mind when you are choosing which breakout sessions to attend. Also look for people at the conference who you think might be able to help. Ask around to find those people who have experience working on your website platform, who review grant applications, or specialize in issues of equity, diversity, and inclusion. You should be able to walk away from the conference with a big check mark next to that item on your list. It will help you be productive during a day away from your desk, and, of course, help you solve your problem. Make new friends. A big part of the Summit is the opportunity to network with your nonprofit peers. Our YNPN community is so supportive, impressive, and cool, that in my experience, our networking goes beyond a simple exchange of business cards. Know that the people at the conference are genuinely interested in who you are, what you are working on, and how they can help you. Many of my best friends here in the Triangle have come from the YNPN community. So open yourself up to meeting your new BFF! Remember to bring your biz cards. And scribble notes to yourself on the back of the cards you collect from others. With 200 people in one room, the day can get a little hazy. If you wait until you get home to sort through the business cards you collected, you won’t remember whom you met or what you discussed. Every time you meet someone new, write a few notes on their business card to help you remember who they are and what they do. For example, if you meet me, you could write on the back of my card: “Communications, social media, YNPN, and Beyoncé.” (I really like Beyoncé.) That way, you will know what to say and which questions to ask in your follow email to them after the conference. Dress comfortably. Dress at the Summit is business casual (with an emphasis on the casual). We want you to be comfortable in the environment and feel your best. Bring layers in case the room is chilly. And if you get nervous at events like these, and sweat a lot when you are nervous, plan for that. Wear light layers, a sleeveless shirt, or a fabric that won’t stain. Tweet and post to Insta. And prepare the gifs. The #NonprofitSTRONG hashtag is very active during the conference on both Twitter and Instagram. (Last year we totally trended.) Engage with your peers on social media. It’s a great way to not only share your Summit experience but to learn from and connect with others. Throw everything you know out the window and walk in with an open mind. Tear down the walls—the walls around your organization and the walls around yourself—and envision your work in a different way. It’s easy to think “I could never do that in my workplace.” While that may be ultimately true, it is worth the exercise to imagine your workplace radically different. Use your time at the Summit to reflect on your organization, on your career, and think critically about what could be different. You must push yourself to recognize your own biases and assumptions. This will help you learn new things, move outside of your box, and allow yourself to shift, think differently, and care about something new. Be curious and work hard to #StayWoke. Immediately after the conference, write down some quick reflections. Something you learned, something you want to share with your team, and something you will do immediately when you get back to your desk. Schedule post-conference debrief time. Mark off time on your calendar for the Monday after the conference to email those biz cards, follow up with people, and share your reflections with your team. If you don’t schedule it, it won’t happen. Enjoy the awesome day. Appreciate the opportunity to learn new things. Enjoy the time away from your desk. Have fun and feel re-energized. The Summit only happens once a year!read more
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