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Multichannel Campaigns: Strategies to Engage Donors
 

Multichannel Campaigns: Strategies to Engage Donors

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With more and more communications channels out there, your supporters are getting bombarded with more and more messages from for-profit and non-profit sectors alike. So how can you make sure your ...

With more and more communications channels out there, your supporters are getting bombarded with more and more messages from for-profit and non-profit sectors alike. So how can you make sure your organization stands out? (Hint: it’s not by jumping on the next social media tool.) In this workshop, we will share a case study and suggest ways you can build stronger campaigns by taking inspiration from your brand, and carrying your story strategically across many platforms.

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    Multichannel Campaigns: Strategies to Engage Donors Multichannel Campaigns: Strategies to Engage Donors Presentation Transcript

    • Multichannel CampaignsRachel Hope Allison | Big Duck Strategies to Engage Donors March 23, 2012! bigducknyc.com
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    • #duckshop@rachishoping@bigduck bigducknyc.com
    • What we’ll cover•  Why multichannel campaigns?•  Multichannel case study: Fountain House•  12 ways to make your multichannel campaign stronger bigducknyc.com
    • Why multichannelcampaigns? bigducknyc.com
    • Reasons NonprofitsCommunicate bigducknyc.com
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    • Be clear.Be compelling.Be consistent. bigducknyc.com
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    • Bring your brand to life withcampaignsImage: http://magicref.tripod.com/books/hollingworthonceuponatime.htm bigducknyc.com
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    • The results are worth it:•  Multi-channel enhances donor lifetime value•  10% of all donors are online; 1 of 6 join online•  Online-acquired, multi-channel donors are worth up to 3 times more than online-only donors•  32% of online acquired donors switch to be offline donors in year-twoConvio, Integrated Multi-Channel MarketingBlackbaud donorCentrics Internet & Multichannel Giving Benchmarking Report bigducknyc.com
    • Again, effective multichannelcampaigns are…Clear: All communications reflect a clear brand identityCompelling: Campaigns advance the story of yourorganization in an interactive wayConsistent: Audiences see the same story in everyavailable channel bigducknyc.com
    • See it in action:Fountain House bigducknyc.com
    • A multichannel campaignturns a series of messagesinto a story with…•  A problem•  A solution•  A goal•  A timeline•  An action your audience can take bigducknyc.com
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    • YOUR INFO First Name Last Name Address 1 City YOUR DONATION GOES TWICE AS FAR, WHEN YOU GIVE TODAY. Address 2 State Earlier this year, New York City made massive cuts to the funding of mental health services. Fountain House lost $450,000, including more than $100,000 in funds that covered our daily operating costs. Email Address Phone Number Fortunately, to help us make up for this shortfall, a generous matching donor has stepped forward. If we can raise $50,000, the matching AMOUNT donor will kick in the other $50,000 to make up for what we lost from the City. $35 $50 $100 $250 Our Fountain House community is, as ever, resilient and moving $1,000 $2,400 Other USD forward. Still, your support between now and the New Year would be especially meaningful. Please consider having your tax-deductible donation matched today. CREDIT CARD American Express MasterCard Discover Visa Card Number Expiration Card Security Code HONOR SOMEONE WITH YOUR CONTRIBUTION (OPTIONAL) To make your contribution in somebodys honor, fill in the information below. He or she (or, in the case of an in memoriam contribution, the recipient you specify) will be notified of your thoughtfulness and generosity. This contribution is DONATE!"!#$%!#&(&))*))(!$)+,-.)(/.0)1.2,,.3)4,5)67283)46)"&&9))*))555#:7;<.=><?7;-,#72@)) bigducknyc.com
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    • 2011 Campaign Results•  Total raised: $66,933•  Average gift: $144.25•  97.5% increase in total giving from 2010 bigducknyc.com
    • Lessons Learned•  Direct mail acquired list is ready to give online•  Donors receptive to a different kind of storytelling•  Increase appeared to result not just from added appeals, but entire campaign bigducknyc.com
    • 12 ways to make yourcampaign stronger bigducknyc.com
    • 1. Identify & prioritize yourinternal goals•  Raise money•  Build your list•  Cultivate the list bigducknyc.com
    • 2. Find the biggest news thatrelates to your work bigducknyc.com
    • 3. Connect that news to yourorganization’s short-termgoals bigducknyc.com
    • 4. Find the specific problemthis news can help you solve bigducknyc.com
    • 5. Set an achievable goal forhow you’ll solve that problem•  Raise $50,000 to overcome cuts to operating budget•  Show support for Fountain House projects in constructive way bigducknyc.com
    • 6. Select the right channels toreach your audiences bigducknyc.com
    • 7. Craft your calendararound deadlines•  Typical year-end timeline is 1-2 months•  1 direct mail appeal•  3-5 emails•  Start campaign w/ non- donation asks•  Increase appeal frequency around deadline bigducknyc.com
    • 8. Reflect your organization’stone & style bigducknyc.com
    • 9. Focus each message onone call to action YOUR INFO First Name Last Name Address 1 City YOUR DONATION GOES TWICE AS FAR, WHEN YOU GIVE TODAY. Address 2 State Earlier this year, New York City made massive cuts to the funding of mental health services. Fountain House lost $450,000, including more than $100,000 in funds that covered our daily operating costs. Email Address Phone Number Fortunately, to help us make up for this shortfall, a generous matching donor has stepped forward. If we can raise $50,000, the matching AMOUNT donor will kick in the other $50,000 to make up for what we lost from the City. $35 $50 $100 $250 Our Fountain House community is, as ever, resilient and moving $1,000 $2,400 Other USD forward. Still, your support between now and the New Year would be especially meaningful. Please consider having your tax-deductible donation matched today. CREDIT CARD American Express MasterCard Discover Visa Card Number Expiration Card Security Code HONOR SOMEONE WITH YOUR CONTRIBUTION (OPTIONAL) To make your contribution in somebodys honor, fill in the information below. He or she (or, in the case of an in memoriam contribution, the recipient you specify) will be notified of your thoughtfulness and generosity. This contribution is DONATE !"!#$%!#&(&))*))(!$)+,-.)(/.0)1.2,,.3)4,5)67283)46)"&&9))*))555#:7;<.=><?7;-,#72@)) bigducknyc.com
    • 10. Tell the same story in allelements•  Consistent story/imagery•  Consistent goal/deadlines•  Campaign-specific donation page•  Campaign-specific thank you page/email•  Campaign-specific web promotion•  Reference URL in direct mail appeal bigducknyc.com
    • 11. Report back to youraudience about impact bigducknyc.com
    • 12. Analyze the results toinform the next campaign•  Open/clickthroughs•  Donation page conversion rate•  Response rate•  Average gift•  Compare against previous year bigducknyc.com
    • 12 ways you can make yourcampaign stronger1.  Identify and prioritize your goals2.  Find the biggest news in your space3.  Connect it to your org’s short-term goals4.  Find the specific problem this news can help you solve5.  Set an achievable goal for how you’ll solve it6.  Select the right channels to reach your audiences bigducknyc.com
    • 12 ways you can make yourcampaign stronger7.  Craft your calendar around deadlines8.  Reflect your organization’s tone and style9.  Focus each message on one call to action10.  Tell the same story in all elements11.  Report back to your audience on impact12.  Analyze the results to inform the next campaign bigducknyc.com
    • Resources•  Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durham www.amazon.com•  Big Duck’s website http://www.bigducknyc.com/casestudies•  The Duck Call Blog www.bigducknyc.com/blog 12 Ways You Can Make Your Campaign Stronger Four Tips for Integrated Campaign Success bigducknyc.com
    • Resources•  2011 eNonprofit Benchmarks Study http://www.e-benchmarksstudy.com/•  2011 Blackbaud Online Giving Report https://www.blackbaud.com/onlinefundraising•  2011 Online Marketing Nonprofit Benchmark Index Study http://www.convio.com/files/2011-Benchmark-Report.pdf•  Network for Good—Online Giving Study http://www.onlinegivingstudy.org/ bigducknyc.com
    • Contact Rachel rachel@bigducknyc.com twitter.com/rachishoping linkedin.com/in/rachelhopeallison bigducknyc.com
    • Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck bigducknyc.com
    • Upcoming Trainings3/28: Webinar: Social Media for Nonprofit CEOs4/17: Miss Manners: Online Etiquette4/25: Developing a Social Media Strategy6/28: Writing for the webhttp://www.bigducknyc.com/resources/workshops bigducknyc.com
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