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Case Studies in Integrated Multi-channel Fundraising - Raley, Hawkes
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Case Studies in Integrated Multi-channel Fundraising - Raley, Hawkes

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Learn how Campus Crusade for Christ has collaborated to launch several of its most effective multi-channel fundraising campaigns ever, with particular success in the online space. See important …

Learn how Campus Crusade for Christ has collaborated to launch several of its most effective multi-channel fundraising campaigns ever, with particular success in the online space. See important lessons learned from one of the largest nonprofits in the world and receive practical tips for cultivating donors, both online and off.

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  • Introductions, we are primarily going to focus on seven key lessons for successful integrated fundraising. But we’ll start with some examples from a few campaigns.
  • We need to cover some important aspects of these multi-channel campaigns.
  • Not all offers are created equal – some will work very well in cultivation, but not so much in acquisition. Some are more major donor offers.
  • Jeff Brooks over at Future Fundraising now expertly dissected this Haiti campaign in a post entitled “Stupid disaster fundraising.” From multiplicity of broken design principles to the abstract and philosophical messaging, this campaign represents all that can go wrong when integration is assuming in high design.http://www.futurefundraisingnow.com/future-fundraising/2010/02/stupid-disaster-fundraising.html
  • Integration isn’t about fancy whizbang technical features you can add to wow your donors or constituents. Everything must have a purpose. Useful. Powerful. Engaging. Etc.
  • Here is a good example of what we believe was an APPROPRIATE and POWERFUL use of features to enhance a message. In this case, the intention was to engage constituents to pray for a college campus somewhere in the country.
  • Repeat impressions can be powerful!
  • Some channels, such as Direct Mail and Email and Phone are going to drive direct, measureable response. Some channels such as banner ads, radio oftentimes, print tend to influence response, but not be as directly attributable. And there is another set of channels, especially in social media, that have proven to be great at engaging and interacting with constituent’s but have been less adept at garnering response.
  • If you’re a good fundraiser, you have learned the fine art of measuring each channel at extraordinary detail. The problem, is that the way we’ve always done it doesn’t work as well as it used to – our culture has changed. Now, we need to measure by channels, AND measure by campaign.
  • Traditionally nonprofit marketers are all about transactions, and brand advertisers all about relationships. We’ve GOT to maximize BOTH for long-term sustainable results.We must be about transactions AND relationships.
  • For each campaign or strategy, ask how we can deepen/enrich relationship?
  • STEVE: Studies have said that 40-60% of all donors and 80% of major donors go online to validate giving decisions, even though the vast majority have still never given one gift online. Last I heard, 40% of Haiti income was given through new media, but it’s almost exclusively old media that’s driving people to give.
  • 1.3 million people watched U.S. President Barack Obama’s State of the Union speech live on the White House’s website — or at least on sites that embedded the official video. 13.9 million watched the inauguration on CNN.com alone a year ago. Twilight: MySpace just released their data and as it turns out, the stream garnered over 2 million uniques, and almost 3 million total viewers.STEVE: Has passed search as the #1 activity online. It’s the #1 thing Boomers do online.
  • Haiti put text to give on the map of the general consumer, but text to give is limited. Mobile will begin to overcome the key limitations of text to give in 2010 (including limited gift amounts, lack of data, long processing times, etc.) with other mobile giving solutions – text to donate, secure mobile apps, etc.
  • Transcript

    • 1. Case Studies in Integrated Multi-channel Fundraising
      Megan Hawkes
      Executive Director, Constituent Engagement
      Campus Crusade for Christ International
      @missionminder
      Dave Raley
      Director of New Media
      Masterworks
      @daveraley
    • 2. Key components of an integrated multi-channel campaign
    • 3. But first.
    • 4. A little bit about Campus Crusade
    • 5. Founded 1951 on the campus of UCLA as a campus outreach
      Today
      Campus outreaches
      International work
      Bible and materials distribution
      Christian discipleship
      Relief work
      Military outreach
      Inner city work
      Athletes/sports outreach
      Equipping families
      Ministry presence in 191 countries
      Over 20,000 staff members
      1,660 active ministries/movements on 1,140 campuses
    • 6.
    • 7. Microsite
    • 8. Video
    • 9. Giving Site Promotion
    • 10. Direct Mail
    • 11. Donor Email
    • 12. Acquisition
      Email
    • 13. Banner Advertising
    • 14.
    • 15. Donor Email
      Acquisition Email
      Direct Mail
      Giving Site Ad
      Banner Advertising
      Microsite
      Video
    • 16.
    • 17. Microsite
    • 18. Video
    • 19. Direct Mail
    • 20. Donor Email
    • 21. Acquisition
      Email
    • 22. Key lessons in integrated multi-channel campaigns
    • 23. Lesson #1: The importance of fundraising fundamentals.
    • 24. Good offer.
    • 25. Not all offers are created equal.
    • 26. Right audience.
    • 27. Timely and relevant.
    • 28. Creative that works.
      What is the need or opportunity?
      What are you doing about it?
      How do you want me to be involved?
      Why do I need to act now?
      What are the consequences of not acting?
    • 29. Lesson #2: Pizzazz ≠ integration.
    • 30. Integration isn’t abstract art.
    • 31.
    • 32. Integration isn’t features.
    • 33.
    • 34.
    • 35. Lesson #3: Integrate instead of re-create.
    • 36. Synergize what you’re already doing.
    • 37. Reuse creative.
    • 38. Don’t “silo” your communications channels.
    • 39. Lesson #4: Not all channels are created equal.
    • 40. Response vs Influence vs Engagement.
    • 41. Lesson #5: Measure results by campaign, not just by channel.
    • 42. Campaign Performance
    • 43. Lesson #6: Use video (but test)
    • 44. Online video is bigger than search.
    • 45. We no longer think in words, we think in pictures.
    • 46. Lesson #7: Don’t forget about relationship.
    • 47. Central truth in constituent engagement
    • 48. Central truth in constituent engagement
      RUSTOUT
      BURNOUT
    • 49. Central truth in constituent engagement
      FRIEND-
      RAISING
      FUNDRAISING
    • 50. Central truth in constituent engagement
      EMPOWER
      AND
      ENGAGE
      (N.B. You can be emotionally engaged
      without investment.)
      COMMAND AND CONTROL
    • 65. Recap
      The importance of fundraising fundamentals
      Pizzazz does not equal integration
      Integrate instead of re-create
      Not all channels are created equal
      Measure results by campaign, not just by channel
      Use video (but test)
      Don’t forget about relationship
    • 66. Bonus: Trends to watch in 2010.
    • 67. Corporations will dive deeper into philanthropy
      in social media as a core marketing strategy.
    • 68. Micro-engagement goes macro.
      Micro-fundraising.
      Micro-blogging.
      Micro-advocacy.
      Micro-volunteering.
      Micro-connections.
      The Extraordinaries
    • 69. Online/offline integration drives fundraising growth.
    • 70. Live online streaming goes mainstream.
    • 71. Mobile fundraising transforms itself.
    • 72. Open Q&A
      Megan Hawkes
      Executive Director, Constituent Engagement
      Campus Crusade for Christ International
      @missionminder
      Dave Raley
      Director of New Media
      Masterworks
      @daveraley