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. Multichannel Campaigns Farra Trompeter | Big Duck Strategies to Engage Donors Philadelphia DoGooder December 13, 2012! bigducknyc.com
- 3. Brandraising Campaigns Trainings bigducknyc.com
- 4. #PhillyDoGooder @farra @bigduck bigducknyc.com
- 5. What we’ll cover • Why multichannel campaigns? • Multichannel case study: Fountain House • 12 ways to make your multichannel campaign stronger bigducknyc.com
- 6. Why multichannel campaigns? bigducknyc.com
- 7. Reasons Nonprofits Communicate bigducknyc.com
- 9. Be clear. Be compelling. Be consistent. bigducknyc.com
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- 11. Bring your brand to life with campaigns Image: http://magicref.tripod.com/books/hollingworthonceuponatime.htm bigducknyc.com
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- 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-two Convio, Integrated Multi-Channel Marketing Blackbaud donorCentrics Internet & Multichannel Giving Benchmarking Report bigducknyc.com
- 19. Again, effective multichannel campaigns are… Clear: All communications reflect a clear brand identity Compelling: Campaigns advance the story of your organization in an interactive way Consistent: Audiences see the same story in every available channel bigducknyc.com
- 20. See it in action: Fountain House bigducknyc.com
- 21. A multichannel campaign turns a series of messages into a story with… • A problem • A solution • A goal • A timeline • An action your audience can take bigducknyc.com
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- 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 $2,400 Other USD forward. Still, your support between now and the New Year would be especially meaningful. Please consider having your tax-deductible donation matched today. CREDIT CARD American Express MasterCard Discover Visa Card Number Expiration Card Security Code HONOR SOMEONE WITH YOUR CONTRIBUTION (OPTIONAL) To make your contribution in somebody's honor, fill in the information below. He or she (or, in the case of an in memoriam contribution, the recipient you specify) will be notified of your thoughtfulness and generosity. This contribution is DONATE !"!#$%!#&'(&))*))(!$)+,-.)(/.0)1.2,,.3)4,5)67283)46)"&&'9))*))555#:7;<.=><?7;-,#72@)) bigducknyc.com
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- 35. 2011 Campaign Results • Total raised: $88,390 • Average online gift: $187.78 • # of online gifts up 34% from 2010 bigducknyc.com
- 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. 12 ways to make your campaign stronger bigducknyc.com
- 38. 1. Identify & prioritize your internal goals • Raise money • Build your list • Cultivate the list bigducknyc.com
- 39. 2. Find the biggest news that relates to your work bigducknyc.com
- 40. 3. Connect that news to your organization’s short-term goals bigducknyc.com
- 41. 4. Find the specific problem this news can help you solve bigducknyc.com
- 42. 5. Set an achievable goal for how 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. 6. Select the right channels to reach your audiences bigducknyc.com
- 44. 7. Craft your calendar around 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. 8. Reflect your organization’s tone & style bigducknyc.com
- 46. 9. Focus each message on one 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 $2,400 Other USD forward. Still, your support between now and the New Year would be especially meaningful. Please consider having your tax-deductible donation matched today. CREDIT CARD American Express MasterCard Discover Visa Card Number Expiration Card Security Code HONOR SOMEONE WITH YOUR CONTRIBUTION (OPTIONAL) To make your contribution in somebody's honor, fill in the information below. He or she (or, in the case of an in memoriam contribution, the recipient you specify) will be notified of your thoughtfulness and generosity. This contribution is DONATE !"!#$%!#&'(&))*))(!$)+,-.)(/.0)1.2,,.3)4,5)67283)46)"&&'9))*))555#:7;<.=><?7;-,#72@)) bigducknyc.com
- 47. 10. Tell the same story in all elements • 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. 11. Report back to your audience about impact bigducknyc.com
- 49. 12. Analyze the results to inform the next campaign • Open/clickthroughs • Donation page conversion rate • Response rate • Average gift • Compare against previous year bigducknyc.com
- 50. 12 ways you can make your campaign stronger 1. Identify and prioritize your goals 2. Find the biggest news in your space 3. Connect it to your org’s short-term goals 4. Find the specific problem this news can help you solve 5. Set an achievable goal for how you’ll solve it 6. Select the right channels to reach your audiences bigducknyc.com
- 51. 12 ways you can make your campaign stronger 7. Craft your calendar around deadlines 8. Reflect your organization’s tone and style 9. Focus each message on one call to action 10. Tell the same story in all elements 11. Report back to your audience on impact 12. Analyze the results to inform the next campaign bigducknyc.com
- 52. Campaigns where supporters become fundraisers bigducknyc.com
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- 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. Resources • 12 Ways You Can Make Your Campaign Stronger http://www.bigducknyc.com/blog • eNonprofit Benchmarks Study http://www.e-benchmarksstudy.com/ • 2011 Online Giving Report https://www.blackbaud.com/2011MultichannelGivingReport • 2011 Online Marketing Nonprofit Benchmark Index Study http://www.convio.com/files/2011-Benchmark-Report.pdf • 2012 Online Giving Study http://www.onlinegivingstudy.org/ bigducknyc.com
- 67. Contact Farra farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra bigducknyc.com
- 68. Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck bigducknyc.com
- 69. bigducknyc.com