E Philanthropy for Nonprofits

The internet is not just another communications or donation medium … it is a relationship channel!

An ongoing process to build and enhance stronger relationships with supporters through:

communication

education

cultivation

solicitation

When integrated with offline fundraising efforts e-philanthropy can provide a cost and communication-effective method for reaching potential donors who may be out of reach through traditional methods.

Create an Integrated Strategy

Give supporters a reason to visit your web site

Interact with audience: don’t just send messages

Communicate utilizing multiple methods

web site

e-mail

direct mail

telephone

Access and improve performance constantly

Remember - It’s All About the Donor

Put your donor first

Know your contributors

Let them get to know you

Your Website is a Fundraising Tool Content should be driven by both development and marketing.

Your Website Should Create Savvy Donors

Keep online content fresh and current

Show how donor funds are used

Make online giving easy

Give donor options for giving

Use the latest technology

Include Privacy Notice

Show giving is secure

Add an Electronic Newsletter to the Mix The goal is to engage the viewer with content and drive them to your Website

E-Newsletters Should:

be branded like all other marketing

include informational article with link

include personal story or case study

make online giving easy

include “share with a friend”

Add Direct Mail That Makes Sense The goal is create interest and continue the conversation.

Direct Mail Should:

be short and to the point

include graphic image of content

include plea to provide email

include “get involved”

Add Telephone Calls to the Mix Personal contact creates personal relationships. Personal relationships create stronger reason to give.

Telephone Calls Should :

be pre-scripted for clear direction

include a thank you

confirm info in database (email too)

include an invitation

Put it All Together Create a drip marketing campaign that provides multiple touch points to engage existing and potential donors to give.

What is a Drip Marketing Campaign? A marketing strategy that involves multiple touch points with a target audience over a period of time with a specific goal in mind.

Benefits of Drip Marketing Campaigns

Reach your audience quicker with minimal investment

Clients and donors won’t fall through the cracks

You maintain interest until recipients are ready to act

Promotes a professional image for your organization

Helps keep your constituents up to date on the latest

Recipients are less likely to leave you for another cause

Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #1 – The Qualifier Print and electronic postcard Theme: We want to reduce spending dollars, staff time and waste on print mailings Call to Action: Get on our email list – Sign up online Audience: Existing database Note: Include return to sender if undeliverable on print

Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #2 – The Personal Touch Print and electronic letter from ED Theme: Thank you for your involvement with our org. We want to keep you up to date on what is going on over the next year Call to Action: Get on our email list – Sign up online Audience: Existing database Note: Include return to sender if undeliverable on print

Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #3 – Comprehensive Touch Print and electronic newsletter Theme: What’s going on at our organization Call to Action: Get on our email list – Sign up online Visit our website Share with a friend Audience: Existing database and additions

Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #4 – Education Touch Electronic article or update Theme: Did you know? Call to Action: Share with a friend Visit our website Audience: Existing database and new additions

Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #5 – Engagement Touch Print and electronic invite/postcard Theme: Invite to an informal event Call to Action: RSVP Get on our email list – Sign up online Audience: Existing database and additions Note: Include return to sender if undeliverable

Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #6 – Comprehensive Touch Electronic newsletter Theme: What’s going on at our organization Call to Action: Get on our email list – Sign up online Share with a friend Audience: Existing database and additions

Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #7 – Education Touch Electronic article or update Theme: Did you know? Call to Action: Share with a friend Visit our website Audience: Existing database and additions

Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #8 – Ask Touch Electronic letter from ED Theme: Can you help? Call to Action: See our new video on our website Support our program with money or time Share with a friend Audience: Existing database and additions