Proven Integrated Fundraising Techniques for Pet Rescues

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

Advantages of Online Media
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

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?

Dedicate Resources
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)

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.

Website
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

Direct Mail
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

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

Phase Two: Fundraising Campaign

Elements of Success
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

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

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

Integration: How To Do It
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

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 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

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

With Integration You Can
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

Proven Integrated Fundraising Techniques for Pet Rescues

by Ignitus on Oct 07, 2009

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