Proven Integrated Fundraising Techniques How your pet rescue can engage its supporters & reach its fundraising goals prese...
What is Integration? <ul><li>Direct mail </li></ul><ul><li>Website </li></ul><ul><li>Email  </li></ul><ul><li>Social media...
Advantages of  Online Media <ul><li>Cheap or free </li></ul><ul><li>Instant </li></ul><ul><li>Reach a wider audience </li>...
Engaged Supporters = Loyal Donors <ul><li>Phase One: Create an engaged community </li></ul><ul><li>Phase Two: Launch a Fun...
Phase One: Create an  Engaged Community
Create a Plan <ul><li>What are your goals? </li></ul><ul><li>Which media will help you reach those goals? </li></ul><ul><l...
Dedicate Resources <ul><li>Staff and volunteer time </li></ul><ul><li>Budget for some online tools </li></ul><ul><li>Money...
Enlist Volunteers <ul><li>Adoption and fundraising events </li></ul><ul><li>Form on your website </li></ul><ul><li>Email <...
The Tools for  Engagement & Fundraising
Decide What’s Right for Your Organization <ul><li>Your marketing and fundraising strategies </li></ul><ul><li>Long-term pl...
Website <ul><li>Promote events </li></ul><ul><li>Ask for donations </li></ul><ul><li>Tell pets’ stories </li></ul><ul><li>...
 
Email <ul><li>Engage supporters with animals’ stories </li></ul><ul><li>Communicate with donors and volunteers </li></ul><...
 
Direct Mail <ul><li>Fundraising appeals </li></ul><ul><li>Event invitations and save-the-dates </li></ul><ul><li>Newslette...
Social Media <ul><li>Talk with and engage supporters </li></ul><ul><li>Increase your rescue’s visibility </li></ul><ul><li...
Popular Tools At-A-Glance <ul><li>Flickr:  photo sharing </li></ul><ul><li>YouTube:  video sharing </li></ul><ul><li>Linke...
 
 
 
Phase Two:  Fundraising Campaign
Elements of Success <ul><li>Engaged supporter base </li></ul><ul><li>Integration of direct mail and online media </li></ul...
Incentive to Donate, Feedback,  Follow Up <ul><li>Matching gift  </li></ul><ul><li>Goals and deadlines  </li></ul><ul><li>...
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 ...
Now Make Your Stories into Fundraising Appeals
 
How Your Integrated Campaign Might Look <ul><li>1 direct mail appeal </li></ul><ul><li>3-4 email appeals </li></ul><ul><li...
Follow Up <ul><li>Email donors, update website, tell social media fans </li></ul><ul><li>Let them know that you reached yo...
Integration: How To Do It <ul><li>Same look and feel </li></ul><ul><li>Similar message adapted to different media </li></ul>
Raise More Money
Tips for Getting Started <ul><li>Establish goals, determine resources,  then  create a strategy </li></ul><ul><li>Integrat...
Tips for Converting  Direct Mail Copy to Email <ul><li>Shorter is better – whole email, sentences, paragraphs </li></ul><u...
Tips for Effective Social Media Fundraising <ul><li>Balance fundraising and non-fundraising messages </li></ul><ul><li>Res...
How You Can Succeed <ul><li>Plan ahead </li></ul><ul><li>Build your email list & social media communities </li></ul><ul><l...
With Integration You Can <ul><li>Design powerful fundraising campaigns </li></ul><ul><li>Engage donors </li></ul><ul><li>R...
Kimberly L. Sanberg Ignitus [email_address] http://ignitusinc.com www.twitter.com/ignitus 612.353.4358 View this presentat...
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Proven Integrated Fundraising Techniques for Pet Rescues

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Kimberly Sanberg, Director of Online Strategy at Ignitus, shows you how to integrate traditional direct mail with online media like email and Facebook so your rescue can reach your fundraising goals and create an engaged community of passionate supporters. It's not as hard as you think!

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Proven Integrated Fundraising Techniques for Pet Rescues

  1. 1. 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
  2. 2. What is Integration? <ul><li>Direct mail </li></ul><ul><li>Website </li></ul><ul><li>Email </li></ul><ul><li>Social media </li></ul><ul><li>Events </li></ul>
  3. 3. Advantages of Online Media <ul><li>Cheap or free </li></ul><ul><li>Instant </li></ul><ul><li>Reach a wider audience </li></ul>
  4. 4. Engaged Supporters = Loyal Donors <ul><li>Phase One: Create an engaged community </li></ul><ul><li>Phase Two: Launch a Fundraising Campaign </li></ul>
  5. 5. Phase One: Create an Engaged Community
  6. 6. Create a Plan <ul><li>What are your goals? </li></ul><ul><li>Which media will help you reach those goals? </li></ul><ul><li>Which staff/volunteers should be involved? </li></ul><ul><li>How much time will it take? </li></ul><ul><li>What’s a realistic timeline? </li></ul>
  7. 7. Dedicate Resources <ul><li>Staff and volunteer time </li></ul><ul><li>Budget for some online tools </li></ul><ul><li>Money for direct mail </li></ul>
  8. 8. Enlist Volunteers <ul><li>Adoption and fundraising events </li></ul><ul><li>Form on your website </li></ul><ul><li>Email </li></ul><ul><li>Volunteermatch.org </li></ul><ul><li>Local volunteer networks (online and off) </li></ul>
  9. 9. The Tools for Engagement & Fundraising
  10. 10. Decide What’s Right for Your Organization <ul><li>Your marketing and fundraising strategies </li></ul><ul><li>Long-term plan and goals </li></ul><ul><li>Time available to commit </li></ul><ul><li>Staff involvement needed </li></ul><ul><li>Your audience: Where are they? What do they want? Ask them. </li></ul>
  11. 11. Website <ul><li>Promote events </li></ul><ul><li>Ask for donations </li></ul><ul><li>Tell pets’ stories </li></ul><ul><li>Enlist volunteers </li></ul><ul><li>Sell merchandise </li></ul>
  12. 13. Email <ul><li>Engage supporters with animals’ stories </li></ul><ul><li>Communicate with donors and volunteers </li></ul><ul><li>Invite supporters to events </li></ul><ul><li>Grow your supporter base with tell-a-friend campaigns </li></ul><ul><li>Send out fundraising appeals </li></ul>
  13. 15. Direct Mail <ul><li>Fundraising appeals </li></ul><ul><li>Event invitations and save-the-dates </li></ul><ul><li>Newsletters </li></ul><ul><li>Donor engagement pieces </li></ul>
  14. 16. Social Media <ul><li>Talk with and engage supporters </li></ul><ul><li>Increase your rescue’s visibility </li></ul><ul><li>Promote fundraising campaigns </li></ul><ul><li>Share tips and advice </li></ul><ul><li>Promote pet adoption </li></ul>
  15. 17. Popular Tools At-A-Glance <ul><li>Flickr: photo sharing </li></ul><ul><li>YouTube: video sharing </li></ul><ul><li>LinkedIn: professional networking </li></ul><ul><li>MySpace & Facebook: social networking, video sharing, photo sharing, events </li></ul><ul><li>Blogs: website content, engaging customers, casual conversation </li></ul><ul><li>Twitter: short messages, rapid networking </li></ul>
  16. 21. Phase Two: Fundraising Campaign
  17. 22. Elements of Success <ul><li>Engaged supporter base </li></ul><ul><li>Integration of direct mail and online media </li></ul><ul><li>Targeted appeals </li></ul><ul><li>Well formatted, strategically timed emails </li></ul>
  18. 23. Incentive to Donate, Feedback, Follow Up <ul><li>Matching gift </li></ul><ul><li>Goals and deadlines </li></ul><ul><li>Soliciting feedback </li></ul><ul><li>Follow up email </li></ul>
  19. 24. Tell a Story
  20. 25. Messaging – Tell a Story
  21. 26. You Have Lots of Stories
  22. 28. Make Your Supporters Part of the Story
  23. 29. 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.
  24. 30. Now Make Your Stories into Fundraising Appeals
  25. 32. How Your Integrated Campaign Might Look <ul><li>1 direct mail appeal </li></ul><ul><li>3-4 email appeals </li></ul><ul><li>1 enewsletter w/ campaign mention </li></ul><ul><li>3 Facebook updates/day throughout campaign </li></ul><ul><li>5 Twitter updates/day throughout campaign </li></ul><ul><li>Campaign-related YouTube video </li></ul><ul><li>Update website with latest news </li></ul>
  26. 33. Follow Up <ul><li>Email donors, update website, tell social media fans </li></ul><ul><li>Let them know that you reached your fundraising goal, where their donation will go, what changed because of their donation </li></ul><ul><li>Include a photo or video of the animal </li></ul>
  27. 34. Integration: How To Do It <ul><li>Same look and feel </li></ul><ul><li>Similar message adapted to different media </li></ul>
  28. 35. Raise More Money
  29. 36. Tips for Getting Started <ul><li>Establish goals, determine resources, then create a 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>
  30. 37. 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>
  31. 38. Tips for Effective Social Media Fundraising <ul><li>Balance fundraising and non-fundraising messages </li></ul><ul><li>Respond to fans/followers </li></ul><ul><li>Set goals and deadlines </li></ul><ul><li>Get excited </li></ul><ul><li>Keep fans updated </li></ul><ul><li>Tell a story – use direct mail/email messaging </li></ul>
  32. 39. How You Can Succeed <ul><li>Plan ahead </li></ul><ul><li>Build your email list & social media communities </li></ul><ul><li>Integrate the internet with your existing direct mail plan </li></ul><ul><li>Test & analyze </li></ul><ul><li>Have an easy-to-navigate website </li></ul>
  33. 40. 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>
  34. 41. Kimberly L. Sanberg Ignitus [email_address] http://ignitusinc.com www.twitter.com/ignitus 612.353.4358 View this presentation online: http://ignitusinc.com/presentations

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