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Integrating Direct Mail &
Online Marketing to Engage
Constituents & Raise Funds
Dean Sanberg, Direct Marketing Services
Ki...
7 Things You’ll Learn To Do
1. Fundraise online
2. Increase awareness
3. Engage alumni & parents
4. Reach prospective fami...
And You’ll Know How To:
• Integrate direct mail with the internet
• Find tools for managing your website
• Start accepting...
Before You Dive In:
The Must Haves
• Goals
• Budget
• Someone in charge
• Staff buy-in and involvement
• Website
• Strategy
Direct Mail & Printing
• Reduction in traditional
print
• Move documents online
• Spend time with your data
• Print on dem...
The Online Side of Things
Your Website
Your Website: What It Should Have
• Promotional materials
• Easy to navigate
• Pretty
• Updated with
upcoming events
• Vol...
Your Website: What It Can Help You
Do
• Recruit parent volunteers
• Engage alumni
• Increase enrollment by streamlining th...
Web Marketing Association’s 2008 Winner
http://www.vms.edu
Web Marketing Association’s 2007 Winner
http://www.bethanyschool.org/
Easy Website Creation & Hosting
• Google Sites http://sites.google.com
• Weebly http://www.weebly.com/
• Yahoo http://smal...
Online Fundraising
Online Fundraising
• Make it easy for people to
donate
• Make a case for donating on
your website
• Link to donation form ...
How to Start Accepting Donations
• Network for Good’s DonateNow
• Democracy in Action
• PayPal
• GiftTool
• Google Checkout
Email
Email Lists
• Volunteer
opportunities
• Events
• Fundraising
• Enewsletter
Affordable Email Tools
• EmailNow - $29.95/mo
• VerticalResponse – FREE for up to 10k
emails/mo
• MailChimp - $25.50/mo fo...
Events & Calendars
Events & Volunteer Management
Online Calendar
• Fundraising
events
• Volunteer
opportunities
• Alumni events
• School activities
Free Online Calendar Tools
• Google Calendar http://calendar.google.com
• Localendar http://www.localendar.com/
• Spongece...
Social Media
• Connect with parents
• Stay in touch with alumni
• Promote volunteer opportunities
• Fundraise
• Easy to up...
Paid Advertising Online
• Target specific geographic
area
• Set up keywords
• Google AdWords Grants
www.google.com/grants/
Bringing It All Together
Increase
Enrollment
Increase
Enrollment
Raise More
Money
Raise More
Money
Top 7 Reasons You Need to
Be Online
1. Your constituents are there
2. It’s cost-effective
3. Reach a wider audience
4. See...
Integrating Direct Mail &
Online Marketing
Integrating Direct Mail & Online
Marketing
Integrating Direct Mail & Online
Marketing
Integrating Direct Mail & Online
Marketing
Integrating Direct Mail & Online
Marketing
With Integration You Will:
• Reach more people and
spend less
• See more results more
quickly
• Find your target
audience
...
With Integration You Will:
• Design powerful
fundraising campaigns
• Give people the
information they want
when they want ...
In Conclusion
Questions to Ask Yourself
• What is my school already doing online?
• What are our goals?
• Which online pieces are a prio...
6 Things You Can Do Right Now
1. Start accepting donations online
2. Get started with a free email tool
3. Create an onlin...
Kimberly@IgnitusStrategies.com
http://IgnitusStrategies.com
http://twitter.com/ignitus
612.812.0188
Kimberly L. Sanberg
Di...
Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds
Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds
Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds
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Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds

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In a time when parents are timid about spending money, nonpublic schools are getting creative to bring in new students and retain current ones. But schools are on a budget, too, and are looking for ways to recruit new students and fundraise on a budget.

The internet provides the perfect, low-cost way for your school to interact with your current supporters, find new ones, and fundraise. Through an online newsletter, your school can strengthen the relationship you have with parents by keeping them in the loop about new programs and teachers, and posting volunteer opportunities. Through email and your website, you can fundraise with little overhead cost.

We will show you how, by integrating traditional direct mail marketing with online marketing, you can reach your enrollment goals and raise more money for the programs that make your school unique.

Published in: Education, Business
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Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds

  1. 1. Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds Dean Sanberg, Direct Marketing Services Kimberly L. Sanberg, Ignitus Strategies
  2. 2. 7 Things You’ll Learn To Do 1. Fundraise online 2. Increase awareness 3. Engage alumni & parents 4. Reach prospective families 5. Increase enrollment 6. Save money & be more efficient 7. Market & advertise your school online
  3. 3. And You’ll Know How To: • Integrate direct mail with the internet • Find tools for managing your website • Start accepting donations online • Get started with email lists • Find free calendar tools • Use social media • Start advertising online
  4. 4. Before You Dive In: The Must Haves • Goals • Budget • Someone in charge • Staff buy-in and involvement • Website • Strategy
  5. 5. Direct Mail & Printing • Reduction in traditional print • Move documents online • Spend time with your data • Print on demand • Direct mail & fundraising appeals • Direct mail recruiting
  6. 6. The Online Side of Things
  7. 7. Your Website
  8. 8. Your Website: What It Should Have • Promotional materials • Easy to navigate • Pretty • Updated with upcoming events • Volunteer information • Admissions & Registration • Support / Donate • Email list sign up • History, mission, and principles • Photos • Testimonials
  9. 9. Your Website: What It Can Help You Do • Recruit parent volunteers • Engage alumni • Increase enrollment by streamlining the process • Serve as a low-cost marketing tool • Fundraise online
  10. 10. Web Marketing Association’s 2008 Winner http://www.vms.edu
  11. 11. Web Marketing Association’s 2007 Winner http://www.bethanyschool.org/
  12. 12. Easy Website Creation & Hosting • Google Sites http://sites.google.com • Weebly http://www.weebly.com/ • Yahoo http://smallbusiness.yahoo.com • Pair Networks http://www.pair.com/
  13. 13. Online Fundraising
  14. 14. Online Fundraising • Make it easy for people to donate • Make a case for donating on your website • Link to donation form from emails, social media, and other parts of your website
  15. 15. How to Start Accepting Donations • Network for Good’s DonateNow • Democracy in Action • PayPal • GiftTool • Google Checkout
  16. 16. Email
  17. 17. Email Lists • Volunteer opportunities • Events • Fundraising • Enewsletter
  18. 18. Affordable Email Tools • EmailNow - $29.95/mo • VerticalResponse – FREE for up to 10k emails/mo • MailChimp - $25.50/mo for up to 2,500 subscribers
  19. 19. Events & Calendars
  20. 20. Events & Volunteer Management
  21. 21. Online Calendar • Fundraising events • Volunteer opportunities • Alumni events • School activities
  22. 22. Free Online Calendar Tools • Google Calendar http://calendar.google.com • Localendar http://www.localendar.com/ • Spongecell http://www.spongecell.com/
  23. 23. Social Media • Connect with parents • Stay in touch with alumni • Promote volunteer opportunities • Fundraise • Easy to update
  24. 24. Paid Advertising Online • Target specific geographic area • Set up keywords • Google AdWords Grants www.google.com/grants/
  25. 25. Bringing It All Together
  26. 26. Increase Enrollment Increase Enrollment
  27. 27. Raise More Money Raise More Money
  28. 28. Top 7 Reasons You Need to Be Online 1. Your constituents are there 2. It’s cost-effective 3. Reach a wider audience 4. See immediate results 5. Communicate regularly 6. Easy to integrate with your current strategy 7. Costs less to raise more
  29. 29. Integrating Direct Mail & Online Marketing
  30. 30. Integrating Direct Mail & Online Marketing
  31. 31. Integrating Direct Mail & Online Marketing
  32. 32. Integrating Direct Mail & Online Marketing
  33. 33. Integrating Direct Mail & Online Marketing
  34. 34. With Integration You Will: • Reach more people and spend less • See more results more quickly • Find your target audience • Increase enrollment
  35. 35. With Integration You Will: • Design powerful fundraising campaigns • Give people the information they want when they want it • Engage parents & prospective students • Keep in touch with alumni
  36. 36. In Conclusion
  37. 37. Questions to Ask Yourself • What is my school already doing online? • What are our goals? • Which online pieces are a priority for us? • Which staff members should be involved? • What’s our budget? What’s our time commitment? • How can we integrate online tools with our current fundraising/marketing strategies?
  38. 38. 6 Things You Can Do Right Now 1. Start accepting donations online 2. Get started with a free email tool 3. Create an online calendar to share with parents 4. Improve your website 5. Start advertising online 6. Engage alumni and parents online
  39. 39. Kimberly@IgnitusStrategies.com http://IgnitusStrategies.com http://twitter.com/ignitus 612.812.0188 Kimberly L. Sanberg Director, Ignitus Strategies Dean Sanberg CEO, Direct Marketing Services, Inc. Dean@DMShub.com http://www.DMShub.com 952-886-3452

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