Nonprofit Connect: 12 Fundraising Trends to Watch in 2012

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The way we communicate, share information, shop, learn, experience entertainment and even find love has undeniably evolved. This presentation discussed the rapidly changing media used in multi-channel giving and what trends we should pay close attention to in 2012.

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Nonprofit Connect: 12 Fundraising Trends to Watch in 2012

  1. 1. 12 Fundraising Trends to Watch in 2012Presented by: Tammy Nigus, PDM, February 9, 2012 SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  2. 2. The overwhelming adoption of digital technology and social media hasfundamentally changed our way of life. SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  3. 3. The way we communicate, share information, shop, learn, experience entertainment …SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  4. 4. and even find love has undeniably evolved.SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  5. 5. 1. More Strategic Use of Social Media SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  6. 6. 2. Mobile Marketing Continues To Grow SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  7. 7. Your Brand is in Their HandsSUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  8. 8. Location-Based Apps SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  9. 9. In-App Campaigns SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  10. 10. 3. Search Engine Optimization Gets More Complex SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  11. 11. It’s not just Google anymore SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  12. 12. 4. A More Strategic Use of QR Codes SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  13. 13. The Salvation Army Address, Address Address, Address City, ST, 00000-0000 The Salvation Army Address, Address CLetter Date Address, Address City, ST, 00000-0000 Mrs. John Q. Sample Address Address CLetter Date Address Address City, ST 00000-0000 Mrs. John Q. Sample Address Address Address Address City, ST 00000-0000 Dear <Salutation>, “I was at my lowest point,” Stacie says. “I felt hopeless.” When someone like Stacie comes to us in need, she often feels Dear <Salutation>, hopeless. Life has dealt her hard blows, and she doesn’t see a way out. “I was at my lowest point,” Stacie says. “I felt hopeless.” This feeling of hopelessness seems to escalate during the winter season. If it’s not one thing going wrong, it’s another. And another. And When someone like Stacie comes to us in need, she often feels another. That’s how Stacie felt when she arrived at our doors . . . hopeless. Life has dealt her hard blows, and she doesn’t see a way out. To see Stacie tell Frightened and hungry, Stacie appeared before us. Her 100-pound This feeling of hopelessness seems to escalate during the winter frame was fragile, but her face revealed strength. It was clear she had season. If it’s not to thing going wrong, it’s another. And another. And her story go one been through a lot. another. That’s how Stacie felt when she arrived at our doors . . . bit.ly/StaciesStory To see Stacie tell or scan the above code. When Stacie was only 15 years old, she faced the streets. Alone. Her Frightened and hungry, Stacie appeared before us. Her 100-pound her story go to mother was struggling with addiction and abandoned her. It seemed frame was fragile, but her face revealed strength. It was clear she had been through a lot. bit.ly/StaciesStory things couldn’t get any worse . . . until they did. or scan the above code. Stacie began to follow in her mother’s footsteps. She was surrounded When Stacie was only 15 years old, she faced the streets. Alone. Her by crime, drugs and alcohol — it was all she knew. But when Stacie mother was struggling with addiction and abandoned her. It seemed discovered she was pregnant, she knew something had to change. “I things couldn’t get any worse . . . until they did. knew this was not what God wanted,” Stacie says of her addiction. Stacie began to follow in her mother’s footsteps. She was surrounded We provided Stacie with the support she needed to rebuild her life, like by crime, drugs and alcohol — it was all she knew. But when Stacie food, shelter and encouraging words. She connected with others facing discovered she was pregnant, she knew something had to change. “I knew this was not what God wanted,” Stacie says of her addiction. (over, please) We provided Stacie with the support she needed to rebuild her life, like food, shelter and encouraging words. She connected with others facing (over, please) Hopelessness Stops Here! YES! I want to ensure that hopelessness stops at The Salvation Army’s doors. Enclosed is my gift of: $<> $<> $<> Other $ _____ Hopelessness Stops Here! I’ve written a special prayer request on the back of this card. I’d like more information about The Salvation Army. To make your gift using your credit card, please complete YES! I want to ensure that hopelessness stops at the back of this form. The Salvation Army’s doors. Enclosed is my gift of: The Salvation Army I’ve written a special prayer request on the back of this card. Address, Address Address, Address $<> $<> $<> Other $ _____ I’d like more information about The Salvation Army. Mrs. John Q. Sample City, ST, 00000-0000 make your gift using your credit card, please complete Address Address To Address Address the back of this form. City, ST 00000-0000 The Salvation Army Address, Address Address, Address 000319392 N3ESB SU001124 D Mrs. John Q. Sample City, ST, 00000-0000 Address Address Address Address City, ST 00000-0000 000319392 N3ESB SU001124 D The Salvation Army Address, Address Address, Address City, ST, 00000-0000 Hopelessness Stops Here! Mrs. John Q. Sample Address Address Address Address City, ST 00000-0000 Rekindle the fiRe of hope today!SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  14. 14. http://vimeo.com/36039601SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  15. 15. 5. Image Blogs for A Cause SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  16. 16. SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  17. 17. 6. Accepting that Silo Major Direct Mail Fundraising is Online Fundraisin Gifts Publi Ineffective c Relatio g ns SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  18. 18. 7. Data Drives Everything Direct Marketing Evolves SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  19. 19. — Targeting— Segmentation— Personalization— Integration SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  20. 20. 8. Be Donor Centric SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  21. 21. Donor Fatigue Will Be More PronouncedSUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  22. 22. 9. Content is KingSUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  23. 23. INFOGRAPHIC A very basic definition of the infographic is just two words: VISUAL COMMUNICATION. If part of an article or blog post contains numbers, dates, locations, measurements or comparisons, it probably could be taken out of the written word and reformatted into an infographic.SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  24. 24. 10. Transparency & Accountablity Before they make a gift,the first place 62% of futuredonors go is to your website to learn more about your organization.(Russ Reid, Heart of the Donor) SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  25. 25. 11. Cause Marketing is on the Rise SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  26. 26. SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  27. 27. SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  28. 28. 12. Politics!SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM
  29. 29. Tammy Nigus, P.D.M.Vice President — Creative ServicesSummit Marketing8515 BluejacketLenexa, KS 66214tammy.nigus@summitmarketing.com SUMMIT MARKETING | 8515 BLUEJACKET STREET | LENEXA, KANSAS 66214 | 800.843.7347 | FAX 913.495.9822 | WWW.SUMMITMARKETING.COM

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