Key lessons learned for integrated multi-channel campaigns.
+
Bonus: Key trends for 2010.
Hashtag for
this session:
#10ntc.multi

But first.

A little bit about Campus Crusade

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

Microsite

Giving Site Promotion

Direct Mail

Donor Email

Acquisition
Email

Banner Advertising

Donor Email
Acquisition Email
Direct Mail
Giving Site Ad
Banner Advertising
Microsite
Video

Key lessons in integrated multi-channel campaigns

Lesson #1: The importance of fundraising fundamentals.
Tweet questions to:
#10ntc.multi

Good offer.

Impact, not Need.
Need = The means
Impact = The end

Not all offers are created equal.

Right audience.

Timely and relevant.

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?

Lesson #2: Pizzazz ≠ integration.
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#10ntc.multi

Integration isn’t abstract art.

Integration isn’t features.

Lesson #3: Integrate instead of re-create.
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#10ntc.multi

Synergize what you’re already doing.

Reuse creative.

Don’t “silo” your communications channels.
SILOing causes…
Duplication of effort.
Competing goals and priorities.
Brandand message confusion.

Lesson #4: Not all channels are created equal.
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#10ntc.multi

Response vs Influence vs Engagement.

RESPONSE channels drivedirect, measurable response.
Direct Mail, Email, Phone, etc.

INFLUENCE channels influence response, but not in a directly attributable way.
Radio, banner advertising, print, etc.

ENGAGEMENT channels are great at engaging and interacting, but less response driven.
Social media, customer service, etc.

Microsite

Direct Mail

Donor Email

Acquisition
Email

Donor Email
Video
Acquisition Email
Direct Mail
Microsite

Lesson #5: Measure results by campaign, not just by channel.
Tweet questions to:
#10ntc.multi

Campaign Performance

Lesson #6: Use video (but test)

Online video is bigger than search.

We no longer think in words, we think in pictures.

Video costs time and money, so test.
Format and style
Length
No video at all
Etc.

An important note:
You have to actually
promoteyour videos.

Lesson #7: Don’t forget about relationship.
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#10ntc.multi

Central truth in constituent engagement

RUSTOUT
BURNOUT

FRIEND-
RAISING
FUNDRAISING

Constituent
Experience
Volunteerism
Advocacy
Prayer
Content
Customer service
Social interaction
Events
Etc.
Transactional
Asks
Advocacy
Events
Etc.

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

Bonus: Trends to watch in 2010.
Tweet questions to:
#10ntc.multi

Corporations will dive deeper into philanthropy
in social media as a core marketing strategy.

Micro-engagement goes macro.
Micro-fundraising.
Micro-blogging.
Micro-advocacy.
Micro-volunteering.
Micro-connections.
The Extraordinaries

Online/offline integration drives fundraising growth.
Donor Email
Video
Acquisition Email
Direct Mail
Microsite

Live online streaming goes mainstream.

Mobile fundraising transforms itself.

Thank You!

Open Q&A
Megan Hawkes
Executive Director, Constituent Engagement
Campus Crusade for Christ International
@missionminder
Dave Raley
Director of New Media
Masterworks
@daveraley
Hashtag for
this session:
#10ntc.multi

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Case studies in integrated multi channel fundraising

by Dave Raley on Apr 10, 2010

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Case studies in integrated multi channel fundraising — Presentation Transcript