Multi-channel             CampaignsWays your brand can help you raise more                 money and awareness            ...
Click to edit Master text
Farra TrompeterVice President@farra                  Click to edit Master text                         #NPcampaigns
What we’ll cover•  Why multi-channel campaigns?•  Case study: National Military Family Association•  12 ways to make your ...
Why multi-channel campaigns?                      Click to edit Master text
Reasons Nonprofits Communicate                         Click to edit Master text                                #NPcampaigns
Click to edit Master text
Brandraising®                Click to edit Master text                       #NPcampaigns
Do your communications feel like this?                            Click to edit Master text                               ...
Or like this? Image: http://magicref.tripod.com/books/hollingworthonceuponatime.htm                                       ...
Tell a compelling story, everywhere•  Multi-channel enhances donor lifetime value•  10% of all donors are online; 1 of 6 j...
How you stand out•  All communications should reflect a cohesive   and compelling brand•  Build your communications calend...
Anatomy of a campaign                        Click to edit Master text
A multi-channel campaign connects aseries of communications with…•    A problem•    A solution•    A goal•    A timeline• ...
Click to edit Master text       #NPcampaigns
Click to edit Master text       #NPcampaigns
Click to edit Master text       #NPcampaigns
Click to edit Master text       #NPcampaigns
Click to edit Master text       #NPcampaigns
Click to edit Master text       #NPcampaigns
Click to edit Master text       #NPcampaigns
Click to edit Master text       #NPcampaigns
Click to edit Master text       #NPcampaigns
Lessons Learned•  List is responsive to actions and donating—do   more campaigns year-round.•  Room to improve click-throu...
12 ways you can make yourcampaign stronger                      Click to edit Master text
1. Identify & prioritize your internalgoals•  Raise money•  Build your list•  Cultivate the list                          ...
2. Find the biggest news in your space                            Click to edit Master text                               ...
3. Connect that news to yourorganization’s short-term goals                             Click to edit Master text         ...
4. Find the specific problem this newscan help you solve•  RAND study shows kids of deployed parents   need support more u...
5. Set an achievable goal for howyou’ll solve that problem•  Raise $100,000 to help fund   Operation Purple next year•  Bu...
6. Select the right channels to reachyour audiences•  Fine to start with   email, mail, and   website promotion•  If you c...
7. Craft your campaign calendararound goal deadlines•  Typical year-end   timeline is 1-2 months•  1 direct mail appeal•  ...
8. Reflect your organization’s tone &style                             Click to edit Master text                          ...
9. Focus each message on one call toaction•  Make a gift•  Post your picture to our wall of honor                         ...
10. Tell the same story in all elements•    Consistent story/imagery•    Consistent goal/deadlines•    Campaign-specific d...
11. Report back to your audienceabout impact•  During campaign,   post progress,   updates, photos•  After campaign, send ...
12. Analyze the results to inform thenext campaign•  Open/clickthroughs•  Donation page   conversion rate•  Response rate•...
12 ways you can make your campaignstronger1.  Identify and prioritize your goals2.  Find the biggest news in your space3. ...
12 ways you can make your campaignstronger7.  Craft your calendar around deadlines8.  Reflect your organization’s tone and...
Contact Us   www.bigducknyc.com   http://feeds.feedburner.com/TheDuckCall   www.facebook.com/bigduck   http://twitter.com/...
Contact Me  farra@bigducknyc.com  twitter.com/farra  linkedin.com/in/farra  slideshare.net/farra                          ...
Resources•  bigducknyc.com/brandraising/scorecard                                           Click to edit Master text     ...
Resources•  Brandraising: How Nonprofits Raise Visibility and Money   Through Smart Communications, Sarah Durham   www.ama...
Thanks!© Jeremy Crow                Click to edit Master text
Questions?             Click to edit Master text
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Big duck venturneer_fundraising

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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.)

In this online seminar, we will share a case study and suggest ways you can build stronger campaigns by taking inspiration from your brand, and carrying your story strategically across many platforms.

The take-aways?

The anatomy of a good multi-channel campaign
12 Tips to make your campaign stronger

Published in: Technology, Design
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Big duck venturneer_fundraising

  1. 1. Multi-channel CampaignsWays your brand can help you raise more money and awareness November 9, 2011! Farra Trompeter @farra Click to edit Master text
  2. 2. Click to edit Master text
  3. 3. Farra TrompeterVice President@farra Click to edit Master text #NPcampaigns
  4. 4. What we’ll cover•  Why multi-channel campaigns?•  Case study: National Military Family Association•  12 ways to make your multi-channel campaign stronger Click to edit Master text #NPcampaigns
  5. 5. Why multi-channel campaigns? Click to edit Master text
  6. 6. Reasons Nonprofits Communicate Click to edit Master text #NPcampaigns
  7. 7. Click to edit Master text
  8. 8. Brandraising® Click to edit Master text #NPcampaigns
  9. 9. Do your communications feel like this? Click to edit Master text #NPcampaigns
  10. 10. Or like this? Image: http://magicref.tripod.com/books/hollingworthonceuponatime.htm Click to edit Master text #NPcampaigns
  11. 11. Tell a compelling story, everywhere•  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 Click to edit Master text #NPcampaigns
  12. 12. How you stand out•  All communications should reflect a cohesive and compelling brand•  Build your communications calendar around 3-4 campaigns a year•  Repeat the same story across multiple channels Click to edit Master text #NPcampaigns
  13. 13. Anatomy of a campaign Click to edit Master text
  14. 14. A multi-channel campaign connects aseries of communications with…•  A problem•  A solution•  A goal•  A timeline•  An action your audience can take Click to edit Master text #NPcampaigns
  15. 15. Click to edit Master text #NPcampaigns
  16. 16. Click to edit Master text #NPcampaigns
  17. 17. Click to edit Master text #NPcampaigns
  18. 18. Click to edit Master text #NPcampaigns
  19. 19. Click to edit Master text #NPcampaigns
  20. 20. Click to edit Master text #NPcampaigns
  21. 21. Click to edit Master text #NPcampaigns
  22. 22. Click to edit Master text #NPcampaigns
  23. 23. Click to edit Master text #NPcampaigns
  24. 24. Lessons Learned•  List is responsive to actions and donating—do more campaigns year-round.•  Room to improve click-through and response rates (significantly lower than industry-average).•  Open rates and average gifts are above average and show great potential for future efforts.•  3 of 4 online gifts from first-time donors. In 2011, cultivate and engage these donors more to attract repeat gifts. Click to edit Master text
  25. 25. 12 ways you can make yourcampaign stronger Click to edit Master text
  26. 26. 1. Identify & prioritize your internalgoals•  Raise money•  Build your list•  Cultivate the list Click to edit Master text #NPcampaigns
  27. 27. 2. Find the biggest news in your space Click to edit Master text #NPcampaigns
  28. 28. 3. Connect that news to yourorganization’s short-term goals Click to edit Master text #NPcampaigns
  29. 29. 4. Find the specific problem this newscan help you solve•  RAND study shows kids of deployed parents need support more urgently than ever Click to edit Master text #NPcampaigns
  30. 30. 5. Set an achievable goal for howyou’ll solve that problem•  Raise $100,000 to help fund Operation Purple next year•  Build a wall of honor the kids can see at the camps Click to edit Master text #NPcampaigns
  31. 31. 6. Select the right channels to reachyour audiences•  Fine to start with email, mail, and website promotion•  If you can, consider social media, phones, and other promotions Click to edit beautyredefined © photo by flickr Master text
  32. 32. 7. Craft your campaign calendararound goal 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 Click to edit Master text #NPcampaigns
  33. 33. 8. Reflect your organization’s tone &style Click to edit Master text #NPcampaigns
  34. 34. 9. Focus each message on one call toaction•  Make a gift•  Post your picture to our wall of honor Click to edit Master text #NPcampaigns
  35. 35. 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 Click to edit Master text #NPcampaigns
  36. 36. 11. Report back to your audienceabout impact•  During campaign, post progress, updates, photos•  After campaign, send a thank-you email and report progress Click to edit Master text #NPcampaigns
  37. 37. 12. Analyze the results to inform thenext campaign•  Open/clickthroughs•  Donation page conversion rate•  Response rate•  Average gift•  Compare against previous year Click to edit Master text #NPcampaigns
  38. 38. 12 ways you can make your campaignstronger1.  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 Click to edit Master text #NPcampaigns
  39. 39. 12 ways you can make your campaignstronger7.  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 Click to edit Master text #NPcampaigns
  40. 40. Contact Us www.bigducknyc.com http://feeds.feedburner.com/TheDuckCall www.facebook.com/bigduck http://twitter.com/bigduck Click to edit Master text #NPcampaigns
  41. 41. Contact Me farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra slideshare.net/farra Click to edit Master text #NPcampaigns
  42. 42. Resources•  bigducknyc.com/brandraising/scorecard Click to edit Master text #NPcampaigns
  43. 43. Resources•  Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durham www.amazon.com•  www.bigducknyc.com •  http://www.bigducknyc.com/casestudies•  www.bigducknyc.com/blog •  12 Ways You Can Make Your Campaign Stronger •  Your Path Storybook Year-End Fundraising… •  Flex your multichannel muscles… Click to edit Master text #NPcampaigns
  44. 44. Thanks!© Jeremy Crow Click to edit Master text
  45. 45. Questions? Click to edit Master text

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