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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 ...

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 Proven Integrated Fundraising Techniques for Pet Rescues Presentation Transcript

  • 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