NACCDO Integrating Social Media & Direct Mail   Field and Keim
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NACCDO Integrating Social Media & Direct Mail Field and Keim

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NACCDO Integrating Social Media & Direct Mail   Field and Keim NACCDO Integrating Social Media & Direct Mail Field and Keim Presentation Transcript

  • Integrating Social Media & Direct Mail Diana Keim, Associate Vice President of Development Emily Dubin Field, MBA, Director of Development
  • Goals of our Presentation • To demonstrate how multiple departments can work together • To demonstrate how online and offline efforts can and should compliment one another We will accomplish this through detailing for you: • An integrated fundraising and marketing contact strategy for patients at City of Hope
  • Integrated Contact Strategy for Patients • Opportunity – Roughly 40,000 mailable patients • About 18,000 with email • Two departments already used direct marketing to communicate with patients: – Annual Giving – Planned Giving • How do we fit in Next Generation?
  • Challenges • Who would “own” the patient calendar and contact strategy? • What buy-in did we need from management? – Concerns from management about too many patient touches • How do you take a new program and have it succeed in an already existing robust contact environment?
  • Organizational Structure Philanthropy Paul, SVP Next Gen/Chapters/Regions Alan, SVP Next Generation Emily, Director Major Gifts/Grateful Patients Tina, VP Annual Giving/Employee Giving Diana, AVP Planned Giving Amy, VP
  • Distinct Calls to Action • Planned Giving – lead generation Engagement to cultivate or retain current donors to make an estate gift through these action steps: • Complete a survey • Request information about Planned Giving • Learn about recognition • Tell us of your intent • Annual Giving – renewable and sustainable giving – Make a donation
  • Distinct Calls to Action • Next Generation of Fundraising – peer-to-peer fundraising; people generator – Share your story and create awareness and raise money on behalf of City of Hope – Do your own fundraiser and create awareness and raise money on behalf of City of Hope
  • Planned Giving Lead Generation Samples
  • Survey Mailing and Email
  • Request Information Mailing
  • Recognition Opportunity
  • Engagement Mailing
  • Annual Giving Patient Fundraising Samples
  • 2012 December Patient Appeal and Acquisition Appeal • Mailed: 13,259 • Response rate: 1.3% • Average gift: $85.59 Acquisition • Mailed: 22,440 • Response rate: 1.9% • Average gift: $125.90
  • 2012 December Email Component • Emailed: 16,241 • Three email series following mailed appeal • Average gift: $190.48
  • 2013 April Wish Tree Appeal Mailed: 38,789 Response rate: 1.34% Average gift: $55.94
  • 2013 November Appeal and Acquisition Appeal •Mailed: 13,480 •Response Rate: 0.75% • Average Gift: $333.02 Acquisition •Mailed: 24,122 •Response Rate: 1.0% • Average Gift: $149.83
  • Next Generation Patient Contact Strategy
  • ourHope Microsite http://youtu.be/MsIuSzo0D74
  • Personal Fundraiser
  • Personal Fundraiser
  • Personal Fundraiser
  • Personal Fundraiser
  • Personal Fundraiser
  • Personal Fundraiser
  • Engagement Emails
  • Key Examples of How to Overcome Challenges • Tangible assets to show • Key constituents want this type of program • Tackling the “credit” issue • Tackling the “these are my people” issue • Roadshow • Management Staff Meeting • Faculty Philanthropy Committee Meeting • Demonstrating success • Share success stories
  • More Integration • E-Appeals • Newsletter articles • Point of Connection/Passion – Donor Impact Reports • Prospect Research • Tours • Plaques on campus • Blood & Platelet Donors • Patient referrals • National awareness
  • Slow Roll-out – Receipt Inserts
  • Annual Giving HopeCONNECTION Newsletter Tie-in
  • Employee Giving Tie-in
  • Employee Giving Tie-in
  • Social Media Integration
  • Digital Integration
  • Digital Integration
  • Take It Personal
  • Take It Personal Campaign Components • May and June • Incentives • Direct marketing – Mailings – Emails • Digital assets – Social Media – Digital Signage – Website Hero Tiles • Engagement emails and Follow-up emails
  • Announcement Email
  • Announcement Letter
  • Take It Personal Email Invitation
  • Take It Personal Mail Invitation
  • Take It Personal Mail Invitation
  • Digital Assets
  • Emily – efield@coh.org Diana – dkeim@coh.org