Author: jrvalentine

Steps to Implement

A call-to-action is an invitation presented on a digital channel to entice the user to accomplish a given goal. By including calls to actions on digital channels, you are helping guide users to the next step.

Steps to Implement

• Unify the visual presentation of calls-to-action inasmuch is possible across channels. For example, use the same color button for all calls-to-action.
• Use consistent language for the same activities.
• Consider conducting split tests to try different language or wordings for calls-to-action.
• On the Facebook page add call-to-action buttons next to the page title on the cover image.

Steps to Implement

• Encourage positive donor feedback on their social media sites that could be shared on PH sites. These would include information about Ana’s story and their experience with her.
  • Donor testimonials about working with Ana and Peruvian Hearts.
    • This could include thoughts and feelings:
      • About traveling to Peru
      • About making a difference in the girls lives
      • About being satisfied that their donations are being put to good use
    • Share these testimonials on PH accounts such as:
      • Twitter, Facebook, Instagram, and on their own websites that could be shared on PH accounts
    • Word-of-mouth recommendations
      • Encourage donors to share their donor stories about giving to PH
      • Create a template where donors could type in their story, add a photo, print it and share it with friends or stick it on public bulletin boards or social media sites.

Steps to Implement

• Post information on social media sites about Ana’s story from the Children of Light video. This would include a Desmond Tutu quote and a link to his social media channel. This same concept could be done for any of the awards and honors that have been given to Ana. Give a quote from the event, and then list the site where the information can be found and include the link. This makes it easier for the new visitor to learn more about Ana and what she has done.
• Create a catchy meme-like image, like an image of Ana with an inspiring quote from her on it.
• Include a thumbnail image of Ana or of an award that she received along with a caption or quote which links to a press release. This would create a visual menu.

Steps to Implement

• On the PH website, place links on the Awards and Honors page for as many listings as possible. This makes it easier for users to explore these magazines that list awards and honors that Ana has received. Ex. National Geographic, People Magazine

Steps to Implement

• Share any new earned media right away on your social media sites.
• Share news from the past using “throwback Thursday or #TBT. This would work for anniversaries of press events that PH has received in the past.
• Improve placement of press coverage on PH website.
• Provide shareable links of press coverage (with imagery on the page).
• Send press releases prior to significant media events.
• Build excitement and awareness prior to media coverage by sharing them on social channels.
• Discuss the coverage via blog posts and social channels after the press coverage, and then share the coverage in e-newsletters and annual reports.

One of the most effective ways to drive donations is to offer a tangible return or service. While PH is not offering a product, the NPO donation experience is still considered as “shopping for a service”. Providing a tangible return on donation can make donors feel more confident that the money they have donated is being used effectively.

For example, if an experiencer can donate $10, what could that be used to purchase? If a believer can donate $150, what is that good for?

Providing donors with opportunities to show pride and discuss their allegiance to the PH family is a valuable way for PH to continue creating deeper, more personal connections, and also gain traction with potential new donors (referrals).

• “Drawn Dreams” — girls draw, paint etc. their personal aspirations
  • Frame art to send to donors over a specific $amount$
  • Compile artwork (and maybe images?) into a coffee table book
  • Share artwork in e-newsletters, email blasts, and other advertising
  • Give the gift of donation (gift of education, gift of empowerment, etc)
    • Purchase framed art or book as gift, proceeds are donated to PH
  • Share success stories, progress, and updates from volunteer trips (such as Westminster’s) with donors through email and social media.

Emphasis on the impact and success of donor’s contributions throughout E-newsletters and annual reports will promote feelings of pride and deeper emotional connects to the PH and Dodson family. Strong messaging of what “we accomplished” should be used throughout.

• Add each donor to a monthly e-newsletter to receive monthly organizational updates.
• Include photos and recaps of new projects, or groups that visit the girls.
• Include information regarding any milestones for the organization and the girls.

PH local donors have the privilege of joining the Dodson and PH families for a pot luck dinner each year. This personal dinner is important to the donors and it creates strong, family-like bods between donors and the Dodson family. Our goal is to develop these types of connections between all PH donors, not just the locals, and throughout the entire year, not just at the annual dinner.

• Send a thank you letter to every donor; include images and stories, message is “your donation allowed us to do XX”.
• Invite each donor to a PH event either as high priority, early access, special offer, etc.
• Send newsletters and girl updates consistently and frequently throughout the year. (In addition to the annual newsletter, send monthly or quarterly updates that include many photos and stories to continue the development of the family connection.)

Steps to Implement

• Follow social channels of high profile organizations with similar missions and share their content.
  • e. Amy Poehler’s Smart Girls
• Respond to viral movements such as Always’ “Like a Girl” by sharing PH’s “Like a Girl” thoughts.
• Engage a volunteer base in the U.S. (perhaps connected to Ana) who is already tapped into these movements and can manage some aspect of this social media corner