Proven Integrated Fundraising Techniques How your pet rescue can engage its supporters & reach its fundraising goals presentation for Kimberly L. Sanberg Ignitus http://ignitusinc.com

What is Integration? Direct mail Website Email Social media Events

Direct mail

Website

Email

Social media

Events

Advantages of Online Media Cheap or free Instant Reach a wider audience

Cheap or free

Instant

Reach a wider audience

Engaged Supporters = Loyal Donors Phase One: Create an engaged community Phase Two: Launch a Fundraising Campaign

Phase One: Create an engaged community

Phase Two: Launch a Fundraising Campaign

Phase One: Create an Engaged Community

Create a Plan What are your goals? Which media will help you reach those goals? Which staff/volunteers should be involved? How much time will it take? What’s a realistic timeline?

What are your goals?

Which media will help you reach those goals?

Which staff/volunteers should be involved?

How much time will it take?

What’s a realistic timeline?

Dedicate Resources Staff and volunteer time Budget for some online tools Money for direct mail

Staff and volunteer time

Budget for some online tools

Money for direct mail

Enlist Volunteers Adoption and fundraising events Form on your website Email Volunteermatch.org Local volunteer networks (online and off)

Adoption and fundraising events

Form on your website

Email

Volunteermatch.org

Local volunteer networks (online and off)

The Tools for Engagement & Fundraising

Decide What’s Right for Your Organization Your marketing and fundraising strategies Long-term plan and goals Time available to commit Staff involvement needed Your audience: Where are they? What do they want? Ask them.

Your marketing and fundraising strategies

Long-term plan and goals

Time available to commit

Staff involvement needed

Your audience: Where are they? What do they want? Ask them.

Website Promote events Ask for donations Tell pets’ stories Enlist volunteers Sell merchandise

Promote events

Ask for donations

Tell pets’ stories

Enlist volunteers

Sell merchandise

Email Engage supporters with animals’ stories Communicate with donors and volunteers Invite supporters to events Grow your supporter base with tell-a-friend campaigns Send out fundraising appeals

Engage supporters with animals’ stories

Communicate with donors and volunteers

Invite supporters to events

Grow your supporter base with tell-a-friend campaigns

Send out fundraising appeals

Direct Mail Fundraising appeals Event invitations and save-the-dates Newsletters Donor engagement pieces

Fundraising appeals

Event invitations and save-the-dates

Newsletters

Donor engagement pieces

Social Media Talk with and engage supporters Increase your rescue’s visibility Promote fundraising campaigns Share tips and advice Promote pet adoption

Talk with and engage supporters

Increase your rescue’s visibility

Promote fundraising campaigns

Share tips and advice

Promote pet adoption

Popular Tools At-A-Glance Flickr: photo sharing YouTube: video sharing LinkedIn: professional networking MySpace & Facebook: social networking, video sharing, photo sharing, events Blogs: website content, engaging customers, casual conversation Twitter: short messages, rapid networking

Flickr: photo sharing

YouTube: video sharing

LinkedIn: professional networking

MySpace & Facebook: social networking, video sharing, photo sharing, events

Blogs: website content, engaging customers, casual conversation

Twitter: short messages, rapid networking

Phase Two: Fundraising Campaign

Elements of Success Engaged supporter base Integration of direct mail and online media Targeted appeals Well formatted, strategically timed emails

Engaged supporter base

Integration of direct mail and online media

Targeted appeals

Well formatted, strategically timed emails

Incentive to Donate, Feedback, Follow Up Matching gift Goals and deadlines Soliciting feedback Follow up email

Matching gift

Goals and deadlines

Soliciting feedback

Follow up email

Tell a Story

Messaging – Tell a Story

You Have Lots of Stories

Make Your Supporters Part of the Story

Hi Everyone! It's me, Pete, with an update on how I'm doing in foster care. First of all, I want to send a big shout out to my sponsors, Chris and Christine O ! Thanks again for sponsoring me. I'll be heading back to the vet to see how my eyes are healing up and to determine if I need a touch up or not.

Now Make Your Stories into Fundraising Appeals

How Your Integrated Campaign Might Look 1 direct mail appeal 3-4 email appeals 1 enewsletter w/ campaign mention 3 Facebook updates/day throughout campaign 5 Twitter updates/day throughout campaign Campaign-related YouTube video Update website with latest news

1 direct mail appeal

3-4 email appeals

1 enewsletter w/ campaign mention

3 Facebook updates/day throughout campaign

5 Twitter updates/day throughout campaign

Campaign-related YouTube video

Update website with latest news

Follow Up Email donors, update website, tell social media fans Let them know that you reached your fundraising goal, where their donation will go, what changed because of their donation Include a photo or video of the animal

Email donors, update website, tell social media fans

Let them know that you reached your fundraising goal, where their donation will go, what changed because of their donation

Include a photo or video of the animal

Integration: How To Do It Same look and feel Similar message adapted to different media

Same look and feel

Similar message adapted to different media

Raise More Money

Tips for Getting Started Establish goals, determine resources, then create a 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

Establish goals, determine resources, then create a 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

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

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 Effective Social Media Fundraising Balance fundraising and non-fundraising messages Respond to fans/followers Set goals and deadlines Get excited Keep fans updated Tell a story – use direct mail/email messaging

Balance fundraising and non-fundraising messages

Respond to fans/followers

Set goals and deadlines

Get excited

Keep fans updated

Tell a story – use direct mail/email messaging

How You Can Succeed Plan ahead Build your email list & social media communities Integrate the internet with your existing direct mail plan Test & analyze Have an easy-to-navigate website

Plan ahead

Build your email list & social media communities

Integrate the internet with your existing direct mail plan

Test & analyze

Have an easy-to-navigate website

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

Design powerful fundraising campaigns

Engage donors

Reach new supporters

Raise more money and spend less

See more results more quickly

Kimberly L. Sanberg Ignitus [email_address] http://ignitusinc.com www.twitter.com/ignitus 612.353.4358 View this presentation online: http://ignitusinc.com/presentations