Multi-Channel Fundraising Campaigns


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How to develop a strong strategy to raise money and integrate your message across communications channels

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  • This is a loom- weaving together a cohesive story. Sam at Foodbank: said in workshop on Tuesday: It’s all about building personal relationships
  • Keeps my interest, is clear and tells an interesting story - not preachy One that grabs your attention A good story is concise, with a beginning middle and end. It also engages the audience by taking the audience demographic into account.
  • Highlight audience And call to action
  • These days, many organizations are also thinking about web.20 channels Ask to ‘raise hands’: orgs using twitter, YouTube, Facebook… if time
  • Now, let’s talk about channels
  • The channel isn’t important: it’s the people you’ll reach through the channel. Start by asking where they are.
  • Talk about milestones concept… timeline leading to end of duchenne?
  • Year end campaign -- thanksgiving message
  • Talk about Parent Project concept
  • Example of parent project page
  • Talk about how story of economy/current events woven in?
  • Splash page -- used for less than 2 weeks
  • Last chance push, tie back to mail piece
  • Report back
  • SD
  • FT
  • Multi-Channel Fundraising Campaigns

    1. 1. Multi-Channel Fundraising: Strategies and Tools to Engage Donors through Integrated Campaigns Farra Trompeter
    2. 2. About you… <ul><li>Raise your hand if you raise money via </li></ul><ul><ul><li>Direct mail… </li></ul></ul><ul><ul><li>Phone… </li></ul></ul><ul><ul><li>Events and in-person activities… </li></ul></ul><ul><ul><li>Your website… </li></ul></ul><ul><ul><li>Email… </li></ul></ul><ul><ul><li>Facebook… </li></ul></ul><ul><ul><li>YouTube… </li></ul></ul><ul><ul><li>Twitter… </li></ul></ul><ul><ul><li>??? </li></ul></ul>
    3. 3. Goals <ul><li>Make an impression </li></ul><ul><li>Stand out </li></ul><ul><li>Keep donors engaged </li></ul>© Daniel Aubry
    4. 4. Strategy <ul><li>Use a story, theme, or concepts </li></ul><ul><li>Integrate channels </li></ul><ul><li>Build relationships </li></ul>© Sarah Bloom
    5. 5. What is a story?
    6. 6. <ul><li>You relate to it / identify </li></ul><ul><li>Connects with values, emotions </li></ul><ul><li>Relevant, timely </li></ul><ul><li>Easy to understand </li></ul><ul><li>Specific, tangible </li></ul><ul><li>Has beginning, middle, end </li></ul><ul><li>Characters, personalities, tone </li></ul><ul><li>Clear call to action </li></ul>Ingredients Need image
    7. 7. <ul><li>Stories are about people. </li></ul><ul><li>The people in your story have to want something. </li></ul><ul><li>Stories need to be fixed in time and space. </li></ul><ul><li>Let your characters speak for themselves. </li></ul><ul><li>Audiences bore easily. </li></ul><ul><li>Stories speak the audience’s language. </li></ul><ul><li>Stories stir up emotions. </li></ul><ul><li>Stories don’t tell: they show. </li></ul><ul><li>Stories have at least one “moment of truth.” </li></ul><ul><li>Stories have clear meaning. </li></ul>The 10 Immutable Laws of Storytelling Source: Andy Goodman
    8. 8. Where do you tell your stories?
    9. 9. Every point of contact is an opportunity to tell the story Every point of contact is an opportunity © Max Williams
    10. 10. It’s all about reaching + moving people
    11. 11. What’s working? <ul><li>Including deadlines in e-mail appeals </li></ul><ul><li>Seeking small sums </li></ul><ul><li>Combining text messages and e-mail appeals </li></ul><ul><li>Asking corporate sponsors or like-minded charities to send e-mail messages on an organization's behalf </li></ul><ul><li>Using multiple approaches, such as social networks, video, e-mail, and text messages </li></ul><ul><li>Source: The Chronicle of Philanthropy, 2008 Online Giving Survey, 05/09 </li></ul>
    12. 30. Stay in touch [email_address]
    13. 31. Thanks! © Jeremy Crow
    14. 32. And now, some thoughts about technology…