Fundraising Success: Integrating the Internet with Direct Mail to Bring in Money in '09


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To raise money in the 21st Century, you have to get creative. But that doesn't mean leaving direct mail behind. They key is to focus on integrating direct mail fundraising campaigns with internet media.

In this presentation, you'll learn how an environmental nonprofit integrated direct mail with online media to:

* increase its average gift by nearly $50
* triple the number of donations from the previous year
* raise $450,000 in 6 weeks

Published in: Education, Business, Technology
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  • Fundraising Success: Integrating the Internet with Direct Mail to Bring in Money in '09

    1. 1. Fundraising Success Integrating the Internet with Direct Mail to Bring in Money in '09
    2. 2. With Integration You Can <ul><li>Design powerful fundraising campaigns </li></ul><ul><li>Engage donors </li></ul><ul><li>Reach new supporters </li></ul><ul><li>Raise more money and spend less </li></ul><ul><li>See more results more quickly </li></ul>
    3. 3. Integration for Success: A Case Study How an Environmental Organization Integrated Direct Mail & the Internet to Fly Past Its Fundraising Goals
    4. 4. Year-End Campaign <ul><li>Goal: Raise $175,000 in 6 weeks </li></ul><ul><li>Convert prospects to donors </li></ul><ul><li>Resources and staff time </li></ul>
    5. 5. The Plan: 6 Weeks <ul><li>1 direct mail appeal to major donors </li></ul><ul><li>1 direct mail appeal to minor donors and prospects </li></ul><ul><li>4 email appeals </li></ul><ul><li>1 enewsletter </li></ul><ul><li>Social media & website integration </li></ul>
    6. 6. Strategy <ul><li>Experiment with online media </li></ul><ul><li>Matching gift </li></ul><ul><li>Deadline </li></ul><ul><li>Goal </li></ul><ul><li>Premium gift </li></ul><ul><li>Tell a friend page </li></ul><ul><li>Test & monitor </li></ul><ul><li>Listen to feedback </li></ul>
    7. 7. Direct Mail Appeals <ul><li>2 pages, front and back </li></ul><ul><li>Not customized by amount </li></ul><ul><li>Return envelope featuring image of premium </li></ul><ul><li>Slightly different language and ask for major donor appeal </li></ul><ul><li>Gift amounts starting at $35 for minor donors,$1,000 for major donors </li></ul>
    8. 13. Feedback: What inspired you to give? <ul><li>“ I strongly support the work you do and I like the contents of the gift bag.” </li></ul><ul><li>“ The gift is interesting, good marketing! My wife subscribed to your emails.” </li></ul><ul><li>“ I receive your emails and thought this would be a great time to donate (doubling of money and the free gift bag!)” </li></ul>
    9. 14. Results: Money Raised
    10. 15. Results: Donations
    11. 16. What Made it So Successful?
    12. 17. Strategic Integration, Testing, Timing <ul><li>Integration of direct mail and online media </li></ul><ul><li>Segmented direct mail appeal </li></ul><ul><li>Well formatted, strategically timed emails </li></ul><ul><li>Testing different email content, senders, and subject lines </li></ul><ul><li>Splash page on the website </li></ul><ul><li>Integration with organization’s blog, Facebook, YouTube, and enewsletter </li></ul>
    13. 18. Incentive to Donate, Feedback, Follow Up <ul><li>Matching gift </li></ul><ul><li>The premium gift bag with a $135 donation </li></ul><ul><li>Goals and deadlines </li></ul><ul><li>Soliciting feedback </li></ul><ul><li>Follow up email </li></ul>
    14. 19. You Can Do It, Too
    15. 20. How You Can Succeed <ul><li>Plan ahead </li></ul><ul><li>Build your email list </li></ul><ul><li>Integrate the internet with your existing direct mail plan </li></ul><ul><li>Test & analyze </li></ul><ul><li>Have a solid, easy-to-navigate website </li></ul><ul><li>Develop & implement a social media strategy </li></ul>
    16. 21. Tips for Converting Direct Mail Copy to Email <ul><li>Shorter is better – whole email, sentences, paragraphs </li></ul><ul><li>Calls to action throughout </li></ul><ul><li>Bold formatting </li></ul><ul><li>Call to action box </li></ul><ul><li>Visual representation of progress and goal </li></ul>
    17. 22. Tips for Getting Started <ul><li>Establish goals, determine resources, then create an online strategy </li></ul><ul><li>Integrate the internet with existing direct mail fundraising plan </li></ul><ul><li>Set a budget </li></ul><ul><li>Prioritize social media pieces you want </li></ul><ul><li>Don’t be afraid to experiment </li></ul>
    18. 23. Raise More Money
    19. 24. It All Comes Down to Data <ul><li>Personalize emails and letters </li></ul><ul><li>Save money </li></ul><ul><li>Profile your list to target new donors </li></ul><ul><li>Raise more money with variable asks </li></ul><ul><li>Easier process to manage internally </li></ul>
    20. 25. Kimberly L. Sanberg Ignitus Strategies [email_address] 612.812.0188 View this presentation on Slideshare: Ready to raise more money? Contact us.