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

1. Multi-channel
Campaigns
Ways your brand can help you raise more
money and awareness
November 9, 2011!
Farra Trompeter
@farra
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3. Farra Trompeter
Vice President
@farra
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4. What we’ll cover
• Why multi-channel campaigns?
• Case study: National Military Family Association
• 12 ways to make your multi-channel campaign
stronger
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5. Why multi-channel campaigns?
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6. Reasons Nonprofits Communicate
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8. Brandraising®
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9. Do your communications feel like this?
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10. Or like this?
Image: http://magicref.tripod.com/books/hollingworthonceuponatime.htm
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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
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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
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13. Anatomy of a campaign
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14. A multi-channel campaign connects a
series of communications with…
• A problem
• A solution
• A goal
• A timeline
• An action your audience can take
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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.
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25. 12 ways you can make your
campaign stronger
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26. 1. Identify & prioritize your internal
goals
• Raise money
• Build your list
• Cultivate the list
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27. 2. Find the biggest news in your space
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28. 3. Connect that news to your
organization’s short-term goals
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29. 4. Find the specific problem this news
can help you solve
• RAND study shows kids of deployed parents
need support more urgently than ever
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30. 5. Set an achievable goal for how
you’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
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31. 6. Select the right channels to reach
your audiences
• Fine to start with
email, mail, and
website promotion
• If you can, consider
social media,
phones, and other
promotions
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32. 7. Craft your campaign calendar
around 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
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33. 8. Reflect your organization’s tone &
style
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34. 9. Focus each message on one call to
action
• Make a gift
• Post your picture to our wall of honor
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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
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36. 11. Report back to your audience
about impact
• During campaign,
post progress,
updates, photos
• After campaign, send
a thank-you email
and report progress
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37. 12. Analyze the results to inform the
next campaign
• Open/clickthroughs
• Donation page
conversion rate
• Response rate
• Average gift
• Compare against
previous year
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38. 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
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39. 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
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40. Contact Us
www.bigducknyc.com
http://feeds.feedburner.com/TheDuckCall
www.facebook.com/bigduck
http://twitter.com/bigduck
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41. Contact Me
farra@bigducknyc.com
twitter.com/farra
linkedin.com/in/farra
slideshare.net/farra
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42. Resources
• bigducknyc.com/brandraising/scorecard
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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…
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44. Thanks!
© Jeremy Crow
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45. Questions?
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