This presentation broaches part of a possible approach for a church looking to convert its members to online giving.

1. ST. ELIZABETH’S
CHURCH
DIGITAL MARKETING
CAMPAIGN
Rutgers CMD
May 2012

2. Agenda
 Strategy
 Problem Statement
 Member Segments
 Goal
 Digital Tools to Employ
 Key Performance Indicators
 Engagement Plan
 Implementation

3. Problem Statement
 Costs of managing cash or check donations on
a weekly basis decrease the “revenue” available
for events, organizations and operating
expenses
 Cash and check donations are inconsistent
throughout the yearly cycle, making budgeting
difficult for church managers (missed donations
due to vacations, skipped weeks, etc.)
 Giving needs to be easier and allow for
spontaneity

4. Member Segments
Fully engaged in activities &
actively donate
mostly envelope users, a few
early eGiving adopters
Participate
occasionally
mostly casual givers
Signed up for church but
not
participating/donating

5. Goal
Convert “envelope users” & casual
givers

6. Goal
To “eGiving” for weekly collection/
special occasion/impulse
eGiving: support of church
through automatic debits from
your bank account/credit
card/debit card

7. Digital Tools to Employ
 QR Codes
 SMS Text Messaging
 YouTube Premium Channel (Free to
NonProfits)
 Embedded YouTube Video on Website

8. Key Performance Indicators
 Conversion rates
 From paper to electronic donations
 From non-giver to giver
 Reduction in administrative time
 Reduction of mailing costs
 Overall contribution trends
 Mobile database growth

9. SMS Initiative
 Build up SMS channel with parish
 Text
mass time reminders
 Hump day Bible verse of the week
 As a mode for giving
 Short code for donations

10. QR Code Initiative
 Include in existing
weekly paper bulletin
 Youtube Video
 How to
 Why
 Link to eGiving site

11. Implementation