How Attention-Focused Fundraising Can Work for You! Ian Adair, - - PowerPoint PPT Presentation

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How Attention-Focused Fundraising Can Work for You! Ian Adair, - - PowerPoint PPT Presentation

Mar 19, 2023 40 likes •306 views

How Attention-Focused Fundraising Can Work for You! Ian Adair, Strategy 27, LLC. / www.Strategy27.com Ian Adair Builder of Successful Nonprofits | Creator of Attention-Focused Fundraising | 3X Nonprofit CEO 2016 Top 100 Giving Influencer on

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How Attention-Focused Fundraising Can Work for You!

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Ian Adair

Builder of Successful Nonprofits | Creator of Attention-Focused Fundraising | 3X Nonprofit CEO 2016 Top 100 Giving Influencer on Twitter | 2019 Top 100 Charity Industry Influencer on Social Media

@IanMAdair

Strategy27.com

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Attention-Focused Fundraising

 Fundraising is now about the supply and

demand of donor attention, where ATTENTION is the commodity and DONOR TIME is the currency nonprofits need to survive.

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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The Nonprofit Sector is Currently in a Donor Retention Crisis!

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Importance of Time

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Where is Donor Attention?

 Donors are focusing their attention more

and more on mobile devices, emerging digital outlets, and social platforms.

○ Podcast, vlogs, YouTube, social media,

IGTV, Facebook TV, and group messaging apps

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Active Mobile & Social Users

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Mobile has our Attention

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Remote Control of our Life!

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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If our phones really are everything to us personally…

Then how come we do not align our "at work actions" with

  • ur personal

behaviors?

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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3 Biggest Mistakes Nonprofits Make Communicating to Their Donors

1) Communicate primarily through "push

messages."

2) Treat social media ONLY as a distribution

channel.

3) Are too transaction heavy – promote

events, raffle, auction, and funding campaigns.

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Fundraising Transparency

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Attention-Focused Fundraising

 Fundraising is now about the supply and

demand of donor attention, where ATTENTION is the commodity and DONOR TIME is the currency nonprofits need to survive.

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Variable of Success

 In a 24/7, 365 information overloaded

world, winning donor attention is a must in order to achieve fundraising success.

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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How Do I Win Attention?

✓ Respect the platforms ✓ Engage consistently ✓ Build up social equity over time ✓ Remember to Give, Give, Give, Give, before

attempting an Ask

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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From ROR to ROI

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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4 Strategies of Attention-Focused Fundraising

  • 1. Act like a Media Company
  • 2. Have a Mobile Strategy
  • 3. Create Attention Grabbing Content
  • 4. Create a Community Around that

Content

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Act like a Media Company

 Create content with only one goal in mind-

to provide value to your audience.

 Most Platforms have no barrier to entry.  Data and research prove: pictures, info-

graphics, and video content are read and shared way more than content without them.

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Have a Mobile Strategy

 Mobile devices are the one thing we give so

much of our attention to without even thinking about it.

 Texting and messaging through social

platforms have become preferred methods communication, but very few nonprofits utilize either.

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Create Attention Grabbing Content

 Videos, colorful graphics, info-

graphics, GIFs and memes.

 Individualize your content to each

platform by knowing the CONTEXT of each.

 Document your experience, don’t just

Create one.

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Create a Community Around Your Content

 By engaging your audience, listening for

when/how you can provide value.

 This will also build the trust and the social equity

you need with your audience before asking them to give their time or money.

 Stewarding ALL donor levels and

volunteers.

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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3 Steps to Get Started

 Make sure your website is optimized for

mobile use (more than 60% of nonprofit websites are not!)

 Do the research (ASK!). Which social

platforms have your audience's attention and go add value there.

 Conduct a platform audit: Stop treating

social media ONLY as a distribution channel.

Ian Adair, Strategy 27, LLC. / www.Strategy27.com

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Ian Adair

Builder of Successful Nonprofits | Creator of Attention-Focused Fundraising | 3X Nonprofit CEO 2016 Top 100 Giving Influencer on Twitter | 2019 Top 100 Charity Industry Influencer on Social Media

@IanMAdair

Strategy27.com

Ian Adair, Strategy 27, LLC. / www.Strategy27.com