Multichannel Campaigns: Strategies to Engage Donors

1,792 views

Published on

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 workshop, 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.

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,792
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Multichannel Campaigns: Strategies to Engage Donors

  1. 1. Multichannel CampaignsRachel Hope Allison | Big Duck Strategies to Engage Donors March 23, 2012! bigducknyc.com
  2. 2. bigducknyc.com
  3. 3. #duckshop@rachishoping@bigduck bigducknyc.com
  4. 4. What we’ll cover•  Why multichannel campaigns?•  Multichannel case study: Fountain House•  12 ways to make your multichannel campaign stronger bigducknyc.com
  5. 5. Why multichannelcampaigns? bigducknyc.com
  6. 6. Reasons NonprofitsCommunicate bigducknyc.com
  7. 7. bigducknyc.com
  8. 8. Be clear.Be compelling.Be consistent. bigducknyc.com
  9. 9. bigducknyc.com
  10. 10. Bring your brand to life withcampaignsImage: http://magicref.tripod.com/books/hollingworthonceuponatime.htm bigducknyc.com
  11. 11. bigducknyc.com
  12. 12. bigducknyc.com
  13. 13. bigducknyc.com
  14. 14. bigducknyc.com
  15. 15. bigducknyc.com
  16. 16. bigducknyc.com
  17. 17. The results are worth it:•  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-twoConvio, Integrated Multi-Channel MarketingBlackbaud donorCentrics Internet & Multichannel Giving Benchmarking Report bigducknyc.com
  18. 18. Again, effective multichannelcampaigns are…Clear: All communications reflect a clear brand identityCompelling: Campaigns advance the story of yourorganization in an interactive wayConsistent: Audiences see the same story in everyavailable channel bigducknyc.com
  19. 19. See it in action:Fountain House bigducknyc.com
  20. 20. A multichannel campaignturns a series of messagesinto a story with…•  A problem•  A solution•  A goal•  A timeline•  An action your audience can take bigducknyc.com
  21. 21. bigducknyc.com
  22. 22. bigducknyc.com
  23. 23. bigducknyc.com
  24. 24. bigducknyc.com
  25. 25. bigducknyc.com
  26. 26. bigducknyc.com
  27. 27. YOUR INFO First Name Last Name Address 1 City YOUR DONATION GOES TWICE AS FAR, WHEN YOU GIVE TODAY. Address 2 State Earlier this year, New York City made massive cuts to the funding of mental health services. Fountain House lost $450,000, including more than $100,000 in funds that covered our daily operating costs. Email Address Phone Number Fortunately, to help us make up for this shortfall, a generous matching donor has stepped forward. If we can raise $50,000, the matching AMOUNT donor will kick in the other $50,000 to make up for what we lost from the City. $35 $50 $100 $250 Our Fountain House community is, as ever, resilient and moving $1,000 $2,400 Other USD forward. Still, your support between now and the New Year would be especially meaningful. Please consider having your tax-deductible donation matched today. CREDIT CARD American Express MasterCard Discover Visa Card Number Expiration Card Security Code HONOR SOMEONE WITH YOUR CONTRIBUTION (OPTIONAL) To make your contribution in somebodys honor, fill in the information below. He or she (or, in the case of an in memoriam contribution, the recipient you specify) will be notified of your thoughtfulness and generosity. This contribution is DONATE!"!#$%!#&(&))*))(!$)+,-.)(/.0)1.2,,.3)4,5)67283)46)"&&9))*))555#:7;<.=><?7;-,#72@)) bigducknyc.com
  28. 28. bigducknyc.com
  29. 29. bigducknyc.com
  30. 30. bigducknyc.com
  31. 31. bigducknyc.com
  32. 32. bigducknyc.com
  33. 33. bigducknyc.com
  34. 34. 2011 Campaign Results•  Total raised: $66,933•  Average gift: $144.25•  97.5% increase in total giving from 2010 bigducknyc.com
  35. 35. Lessons Learned•  Direct mail acquired list is ready to give online•  Donors receptive to a different kind of storytelling•  Increase appeared to result not just from added appeals, but entire campaign bigducknyc.com
  36. 36. 12 ways to make yourcampaign stronger bigducknyc.com
  37. 37. 1. Identify & prioritize yourinternal goals•  Raise money•  Build your list•  Cultivate the list bigducknyc.com
  38. 38. 2. Find the biggest news thatrelates to your work bigducknyc.com
  39. 39. 3. Connect that news to yourorganization’s short-termgoals bigducknyc.com
  40. 40. 4. Find the specific problemthis news can help you solve bigducknyc.com
  41. 41. 5. Set an achievable goal forhow you’ll solve that problem•  Raise $50,000 to overcome cuts to operating budget•  Show support for Fountain House projects in constructive way bigducknyc.com
  42. 42. 6. Select the right channels toreach your audiences bigducknyc.com
  43. 43. 7. Craft your calendararound 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 bigducknyc.com
  44. 44. 8. Reflect your organization’stone & style bigducknyc.com
  45. 45. 9. Focus each message onone call to action YOUR INFO First Name Last Name Address 1 City YOUR DONATION GOES TWICE AS FAR, WHEN YOU GIVE TODAY. Address 2 State Earlier this year, New York City made massive cuts to the funding of mental health services. Fountain House lost $450,000, including more than $100,000 in funds that covered our daily operating costs. Email Address Phone Number Fortunately, to help us make up for this shortfall, a generous matching donor has stepped forward. If we can raise $50,000, the matching AMOUNT donor will kick in the other $50,000 to make up for what we lost from the City. $35 $50 $100 $250 Our Fountain House community is, as ever, resilient and moving $1,000 $2,400 Other USD forward. Still, your support between now and the New Year would be especially meaningful. Please consider having your tax-deductible donation matched today. CREDIT CARD American Express MasterCard Discover Visa Card Number Expiration Card Security Code HONOR SOMEONE WITH YOUR CONTRIBUTION (OPTIONAL) To make your contribution in somebodys honor, fill in the information below. He or she (or, in the case of an in memoriam contribution, the recipient you specify) will be notified of your thoughtfulness and generosity. This contribution is DONATE !"!#$%!#&(&))*))(!$)+,-.)(/.0)1.2,,.3)4,5)67283)46)"&&9))*))555#:7;<.=><?7;-,#72@)) bigducknyc.com
  46. 46. 10. Tell the same story in allelements•  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 bigducknyc.com
  47. 47. 11. Report back to youraudience about impact bigducknyc.com
  48. 48. 12. Analyze the results toinform the next campaign•  Open/clickthroughs•  Donation page conversion rate•  Response rate•  Average gift•  Compare against previous year bigducknyc.com
  49. 49. 12 ways you can make yourcampaign stronger1.  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 bigducknyc.com
  50. 50. 12 ways you can make yourcampaign stronger7.  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 bigducknyc.com
  51. 51. Resources•  Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durham www.amazon.com•  Big Duck’s website http://www.bigducknyc.com/casestudies•  The Duck Call Blog www.bigducknyc.com/blog 12 Ways You Can Make Your Campaign Stronger Four Tips for Integrated Campaign Success bigducknyc.com
  52. 52. Resources•  2011 eNonprofit Benchmarks Study http://www.e-benchmarksstudy.com/•  2011 Blackbaud Online Giving Report https://www.blackbaud.com/onlinefundraising•  2011 Online Marketing Nonprofit Benchmark Index Study http://www.convio.com/files/2011-Benchmark-Report.pdf•  Network for Good—Online Giving Study http://www.onlinegivingstudy.org/ bigducknyc.com
  53. 53. Contact Rachel rachel@bigducknyc.com twitter.com/rachishoping linkedin.com/in/rachelhopeallison bigducknyc.com
  54. 54. Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck bigducknyc.com
  55. 55. Upcoming Trainings3/28: Webinar: Social Media for Nonprofit CEOs4/17: Miss Manners: Online Etiquette4/25: Developing a Social Media Strategy6/28: Writing for the webhttp://www.bigducknyc.com/resources/workshops bigducknyc.com
  56. 56. bigducknyc.com

×