Multichannel     CampaignsFarra Trompeter | Big Duck       Strategies to Engage Donors             Philadelphia DoGooder  ...
bigducknyc.com
BrandraisingCampaigns Trainings               bigducknyc.com
#PhillyDoGooder@farra@bigduck                  bigducknyc.com
What we’ll cover•  Why multichannel campaigns?•  Multichannel case study: Fountain House•  12 ways to make your multichann...
Why multichannelcampaigns?                   bigducknyc.com
Reasons NonprofitsCommunicate                     bigducknyc.com
bigducknyc.com
Be clear.Be compelling.Be consistent.                 bigducknyc.com
bigducknyc.com
Bring your brand to life withcampaignsImage: http://magicref.tripod.com/books/hollingworthonceuponatime.htm               ...
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
The results are worth it:•    Multi-channel enhances donor lifetime value•    10% of all donors are online; 1 of 6 join on...
Again, effective multichannelcampaigns are…Clear: All communications reflect a clear brand identityCompelling: Campaigns a...
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...
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
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YOUR INFO                                                                                   First Name                    ...
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
2011 Campaign Results•  Total raised: $88,390•  Average online gift: $187.78•  # of online gifts up 34% from 2010         ...
Lessons Learned•  Direct mail acquired list is ready to give   online•  Donors receptive to a different kind of   storytel...
12 ways to make yourcampaign stronger                       bigducknyc.com
1. Identify & prioritize yourinternal goals•    Raise money•    Build your list•    Cultivate the list                    ...
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 s...
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 em...
8. Reflect your organization’stone & style                             bigducknyc.com
9. Focus each message onone call to action                                                                                ...
10. Tell the same story in allelements•    Consistent story/imagery•    Consistent goal/deadlines•    Campaign-specific do...
11. Report back to youraudience about impact                          bigducknyc.com
12. Analyze the results toinform the next campaign•    Open/clickthroughs•    Donation page conversion rate•    Response r...
12 ways you can make yourcampaign stronger1.  Identify and prioritize your goals2.  Find the biggest news in your space3. ...
12 ways you can make yourcampaign stronger7.  Craft your calendar around deadlines8.  Reflect your organization’s tone and...
Campaigns wheresupporters becomefundraisers                    bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
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bigducknyc.com
bigducknyc.com
bigducknyc.com
Resources•    Brandraising: How Nonprofits Raise Visibility and     Money Through Smart Communications,     Sarah Durham  ...
Resources•   12 Ways You Can Make Your Campaign Strongerhttp://www.bigducknyc.com/blog•  eNonprofit Benchmarks Studyhttp:/...
Contact Farra  farra@bigducknyc.com  twitter.com/farra  linkedin.com/in/farra                          bigducknyc.com
Contact Big Duck  bigducknyc.com  bigducknyc.com/blog  facebook.com/bigduck  twitter.com/bigduck                         b...
bigducknyc.com
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Multichannel Fundraising Strategies

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Presentation delivered at UArts in Philadelphia for the Philadelphia DoGooder community on December 13, 2012. 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.) You can build stronger campaigns by taking inspiration from your brand, and carrying your story strategically across many platforms.

During this workshop, we:
• Explored ways to integrate your marketing and fundraising tactics, both offline and online.
• Looked at ways to use email to increase direct mail giving, and to use direct mail to increase online giving.
• Showed how to integrate your marketing and fundraising tactics.
• Looked at how social media can be used to reinforce work you are doing with supporters in person.
• Showed how to encourage your offline supporters to connect with you online and vice-versa.

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Multichannel Fundraising Strategies

  1. 1. Multichannel CampaignsFarra Trompeter | Big Duck Strategies to Engage Donors Philadelphia DoGooder December 13, 2012! bigducknyc.com
  2. 2. bigducknyc.com
  3. 3. BrandraisingCampaigns Trainings bigducknyc.com
  4. 4. #PhillyDoGooder@farra@bigduck bigducknyc.com
  5. 5. What we’ll cover•  Why multichannel campaigns?•  Multichannel case study: Fountain House•  12 ways to make your multichannel campaign stronger bigducknyc.com
  6. 6. Why multichannelcampaigns? bigducknyc.com
  7. 7. Reasons NonprofitsCommunicate bigducknyc.com
  8. 8. bigducknyc.com
  9. 9. Be clear.Be compelling.Be consistent. bigducknyc.com
  10. 10. bigducknyc.com
  11. 11. Bring your brand to life withcampaignsImage: http://magicref.tripod.com/books/hollingworthonceuponatime.htm bigducknyc.com
  12. 12. bigducknyc.com
  13. 13. bigducknyc.com
  14. 14. bigducknyc.com
  15. 15. bigducknyc.com
  16. 16. bigducknyc.com
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  18. 18. 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
  19. 19. 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
  20. 20. See it in action:Fountain House bigducknyc.com
  21. 21. 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
  22. 22. bigducknyc.com
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  28. 28. 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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  31. 31. bigducknyc.com
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  35. 35. 2011 Campaign Results•  Total raised: $88,390•  Average online gift: $187.78•  # of online gifts up 34% from 2010 bigducknyc.com
  36. 36. 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
  37. 37. 12 ways to make yourcampaign stronger bigducknyc.com
  38. 38. 1. Identify & prioritize yourinternal goals•  Raise money•  Build your list•  Cultivate the list bigducknyc.com
  39. 39. 2. Find the biggest news thatrelates to your work bigducknyc.com
  40. 40. 3. Connect that news to yourorganization’s short-termgoals bigducknyc.com
  41. 41. 4. Find the specific problemthis news can help you solve bigducknyc.com
  42. 42. 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
  43. 43. 6. Select the right channels toreach your audiences bigducknyc.com
  44. 44. 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
  45. 45. 8. Reflect your organization’stone & style bigducknyc.com
  46. 46. 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
  47. 47. 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
  48. 48. 11. Report back to youraudience about impact bigducknyc.com
  49. 49. 12. Analyze the results toinform the next campaign•  Open/clickthroughs•  Donation page conversion rate•  Response rate•  Average gift•  Compare against previous year bigducknyc.com
  50. 50. 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
  51. 51. 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
  52. 52. Campaigns wheresupporters becomefundraisers bigducknyc.com
  53. 53. bigducknyc.com
  54. 54. bigducknyc.com
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  65. 65. 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
  66. 66. Resources•  12 Ways You Can Make Your Campaign Strongerhttp://www.bigducknyc.com/blog•  eNonprofit Benchmarks Studyhttp://www.e-benchmarksstudy.com/•  2011 Online Giving Reporthttps://www.blackbaud.com/2011MultichannelGivingReport•  2011 Online Marketing Nonprofit Benchmark Index Studyhttp://www.convio.com/files/2011-Benchmark-Report.pdf•  2012 Online Giving Studyhttp://www.onlinegivingstudy.org/ bigducknyc.com
  67. 67. Contact Farra farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra bigducknyc.com
  68. 68. Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck bigducknyc.com
  69. 69. bigducknyc.com

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