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

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

With Integration You Can
Design powerful fundraising campaigns
Engage donors
Reach new supporters
Raise more money and spend less
See more results more quickly

Integration for Success: A Case Study How an Environmental Organization Integrated Direct Mail & the Internet to Fly Past Its Fundraising Goals

Year-End Campaign
Goal: Raise $175,000 in 6 weeks
Convert prospects to donors
Resources and staff time

The Plan: 6 Weeks
1 direct mail appeal to major donors
1 direct mail appeal to minor donors and prospects
4 email appeals
1 enewsletter
Social media & website integration

Strategy
Experiment with online media
Matching gift
Deadline
Goal
Premium gift
Tell a friend page
Test & monitor
Listen to feedback

Direct Mail Appeals
2 pages, front and back
Not customized by amount
Return envelope featuring image of premium
Slightly different language and ask for major donor appeal
Gift amounts starting at $35 for minor donors,$1,000 for major donors

Feedback: What inspired you to give?
“ I strongly support the work you do and I like the contents of the gift bag.”
“ The gift is interesting, good marketing! My wife subscribed to your emails.”
“ I receive your emails and thought this would be a great time to donate (doubling of money and the free gift bag!)”

Results: Money Raised

Results: Donations

What Made it So Successful?

Strategic Integration, Testing, Timing
Integration of direct mail and online media
Segmented direct mail appeal
Well formatted, strategically timed emails
Testing different email content, senders, and subject lines
Splash page on the website
Integration with organization’s blog, Facebook, YouTube, and enewsletter

Incentive to Donate, Feedback, Follow Up
Matching gift
The premium gift bag with a $135 donation
Goals and deadlines
Soliciting feedback
Follow up email

You Can Do It, Too

How You Can Succeed
Plan ahead
Build your email list
Integrate the internet with your existing direct mail plan
Test & analyze
Have a solid, easy-to-navigate website
Develop & implement a social media strategy

Tips for Converting Direct Mail Copy to Email
Shorter is better – whole email, sentences, paragraphs
Calls to action throughout
Bold formatting
Call to action box
Visual representation of progress and goal

Tips for Getting Started
Establish goals, determine resources, then create an online strategy
Integrate the internet with existing direct mail fundraising plan
Set a budget
Prioritize social media pieces you want
Don’t be afraid to experiment

Raise More Money

It All Comes Down to Data
Personalize emails and letters
Save money
Profile your list to target new donors
Raise more money with variable asks
Easier process to manage internally

Kimberly L. Sanberg Ignitus Strategies [email_address] http://IgnitusStrategies.com www.twitter.com/ignitus 612.812.0188 View this presentation on Slideshare: http://www.slideshare.net/ignitus Ready to raise more money? Contact us.

http://ignitusinc.com	53
http://ignitusstrategies.com	25
http://www.slideshare.net	4

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

by Ignitus on May 19, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 82

Statistics

Fundraising Success: Integrating the Internet with Direct Mail to Bring in Money in ’09 — Presentation Transcript