Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds Dean Sanberg, Direct Marketing Services Kimberly L. Sanberg, Ignitus Strategies

7 Things You’ll Learn To Do Fundraise online Increase awareness Engage alumni & parents Reach prospective families Increase enrollment Save money & be more efficient Market & advertise your school online

Fundraise online

Increase awareness

Engage alumni & parents

Reach prospective families

Increase enrollment

Save money & be more efficient

Market & advertise your school online

And You’ll Know How To: Integrate direct mail with the internet Find tools for managing your website Start accepting donations online Get started with email lists Find free calendar tools Use social media Start advertising online

Integrate direct mail with the internet

Find tools for managing your website

Start accepting donations online

Get started with email lists

Find free calendar tools

Use social media

Start advertising online

Before You Dive In: The Must Haves Goals Budget Someone in charge Staff buy-in and involvement Website Strategy

Goals

Budget

Someone in charge

Staff buy-in and involvement

Website

Strategy

Direct Mail & Printing Reduction in traditional print Move documents online Spend time with your data Print on demand Direct mail & fundraising appeals Direct mail recruiting

Reduction in traditional print

Move documents online

Spend time with your data

Print on demand

Direct mail & fundraising appeals

Direct mail recruiting

The Online Side of Things

Your Website

Your Website: What It Should Have Promotional materials Easy to navigate Pretty Updated with upcoming events Volunteer information Admissions & Registration Support / Donate Email list sign up History, mission, and principles Photos Testimonials

Promotional materials

Easy to navigate

Pretty

Updated with upcoming events

Volunteer information

Admissions & Registration

Support / Donate

Email list sign up

History, mission, and principles

Photos

Testimonials

Your Website: What It Can Help You Do Recruit parent volunteers Engage alumni Increase enrollment by streamlining the process Serve as a low-cost marketing tool Fundraise online

Recruit parent volunteers

Engage alumni

Increase enrollment by streamlining the process

Serve as a low-cost marketing tool

Fundraise online

Web Marketing Association’s 2008 Winner http://www.vms.edu/

Web Marketing Association’s 2007 Winner http://www.bethanyschool.org/

Easy Website Creation & Hosting Google Sites http://sites.google.com Weebly http://www.weebly.com/ Yahoo http://smallbusiness.yahoo.com Pair Networks http://www.pair.com/

Google Sites http://sites.google.com

Weebly http://www.weebly.com/

Yahoo http://smallbusiness.yahoo.com

Pair Networks http://www.pair.com/

Online Fundraising

Online Fundraising Make it easy for people to donate Make a case for donating on your website Link to donation form from emails, social media, and other parts of your website

Make it easy for people to donate

Make a case for donating on your website

Link to donation form from emails, social media, and other parts of your website

How to Start Accepting Donations Network for Good’s DonateNow Democracy in Action PayPal GiftTool Google Checkout

Network for Good’s DonateNow

Democracy in Action

PayPal

GiftTool

Google Checkout

Email

Email Lists Volunteer opportunities Events Fundraising Enewsletter

Volunteer opportunities

Events

Fundraising

Enewsletter

Affordable Email Tools EmailNow - $29.95/mo VerticalResponse – FREE for up to 10k emails/mo MailChimp - $25.50/mo for up to 2,500 subscribers

EmailNow - $29.95/mo

VerticalResponse – FREE for up to 10k emails/mo

MailChimp - $25.50/mo for up to 2,500 subscribers

Events & Calendars

Events & Volunteer Management

Online Calendar Fundraising events Volunteer opportunities Alumni events School activities

Fundraising events

Volunteer opportunities

Alumni events

School activities

Free Online Calendar Tools Google Calendar http://calendar.google.com Localendar http://www.localendar.com/ Spongecell http://www.spongecell.com/

Google Calendar http://calendar.google.com

Localendar http://www.localendar.com/

Spongecell http://www.spongecell.com/

Social Media Connect with parents Stay in touch with alumni Promote volunteer opportunities Fundraise Easy to update

Connect with parents

Stay in touch with alumni

Promote volunteer opportunities

Fundraise

Easy to update

Paid Advertising Online Target specific geographic area Set up keywords Google AdWords Grants www.google.com/grants/

Target specific geographic area

Set up keywords

Google AdWords Grants

www.google.com/grants/

Bringing It All Together

Increase Enrollment

Raise More Money

Top 7 Reasons You Need to Be Online Your constituents are there It’s cost-effective Reach a wider audience See immediate results Communicate regularly Easy to integrate with your current strategy Costs less to raise more

Your constituents are there

It’s cost-effective

Reach a wider audience

See immediate results

Communicate regularly

Easy to integrate with your current strategy

Costs less to raise more

Integrating Direct Mail & Online Marketing

Integrating Direct Mail & Online Marketing

Integrating Direct Mail & Online Marketing

Integrating Direct Mail & Online Marketing

Integrating Direct Mail & Online Marketing

With Integration You Will: Reach more people and spend less See more results more quickly Find your target audience Increase enrollment

Reach more people and spend less

See more results more quickly

Find your target audience

Increase enrollment

With Integration You Will: Design powerful fundraising campaigns Give people the information they want when they want it Engage parents & prospective students Keep in touch with alumni

Design powerful fundraising campaigns

Give people the information they want when they want it

Engage parents & prospective students

Keep in touch with alumni

In Conclusion

Questions to Ask Yourself What is my school already doing online? What are our goals? Which online pieces are a priority for us? Which staff members should be involved? What’s our budget? What’s our time commitment? How can we integrate online tools with our current fundraising/marketing strategies?

What is my school already doing online?

What are our goals?

Which online pieces are a priority for us?

Which staff members should be involved?

What’s our budget? What’s our time commitment?

How can we integrate online tools with our current fundraising/marketing strategies?

6 Things You Can Do Right Now Start accepting donations online Get started with a free email tool Create an online calendar to share with parents Improve your website Start advertising online Engage alumni and parents online

Start accepting donations online

Get started with a free email tool

Create an online calendar to share with parents

Improve your website

Start advertising online

Engage alumni and parents online

[email_address] http://IgnitusStrategies.com http://twitter.com/ignitus 612.812.0188 Kimberly L. Sanberg Director, Ignitus Strategies Dean Sanberg CEO, Direct Marketing Services, Inc. [email_address] http://www.DMShub.com 952-886-3452