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Multi-Channel Fundraising Campaigns

Multi-Channel Fundraising Campaigns



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

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 Multi-Channel Fundraising Campaigns Presentation Transcript

  • Multi-Channel Fundraising: Strategies and Tools to Engage Donors through Integrated Campaigns Farra Trompeter
  • About you…
    • Raise your hand if you raise money via
      • Direct mail…
      • Phone…
      • Events and in-person activities…
      • Your website…
      • Email…
      • Facebook…
      • YouTube…
      • Twitter…
      • ???
  • Goals
    • Make an impression
    • Stand out
    • Keep donors engaged
    © Daniel Aubry
  • Strategy
    • Use a story, theme, or concepts
    • Integrate channels
    • Build relationships
    © Sarah Bloom
  • What is a story?
    • You relate to it / identify
    • Connects with values, emotions
    • Relevant, timely
    • Easy to understand
    • Specific, tangible
    • Has beginning, middle, end
    • Characters, personalities, tone
    • Clear call to action
    Ingredients Need image
    • Stories are about people.
    • The people in your story have to want something.
    • Stories need to be fixed in time and space.
    • Let your characters speak for themselves.
    • Audiences bore easily.
    • Stories speak the audience’s language.
    • Stories stir up emotions.
    • Stories don’t tell: they show.
    • Stories have at least one “moment of truth.”
    • Stories have clear meaning.
    The 10 Immutable Laws of Storytelling Source: Andy Goodman www.agoodmanonline.org/newsletter/archive_2007.htm
  • Where do you tell your stories?
  • Every point of contact is an opportunity to tell the story Every point of contact is an opportunity © Max Williams
  • It’s all about reaching + moving people
  • What’s working?
    • Including deadlines in e-mail appeals
    • Seeking small sums
    • Combining text messages and e-mail appeals
    • Asking corporate sponsors or like-minded charities to send e-mail messages on an organization's behalf
    • Using multiple approaches, such as social networks, video, e-mail, and text messages
    • Source: The Chronicle of Philanthropy, 2008 Online Giving Survey, 05/09
  • Stay in touch facebook.com/bigduck [email_address] bigducknyc.com/blog twitter.com/bigduck twitter.com/farra
  • Thanks! © Jeremy Crow
  • And now, some thoughts about technology…