Alternative Media Channels — And How They Integrate with the Mail (CFRE Certified) Direct Mail is still king when it comes to donor fundraising communications … but it has a whole lot of company these days. This session will present case studies that look at how various other donor communication channels integrate (Broadcast Voice Messaging, Donor Conference Calls, Text Message, Social Media, Outbound Tele-Fundraising and more) with and enhance the direct mail program and work together with mail communications to create better overall response and by offering donors more channels to communicate with and support their favorite charity. Speaker(s): Kim Carter , Direct Response Project Manager, American Bible Society David Debetta , Director, Broadcast Media, Russ Reid Carie Lewis , Director of Emerging Media, The Humane Society of the United States Nick Stavarz , Founder & President, Synergy Direct Marketing Solutions, LLC
The way people communicate is changing. We have to adapt.
Elevated importance in the org
Every hire we’ve made in social media has paid for itself by social media fundraising
Result: 23,000 Facebook app installs 40,000 contest entrants 60% utilization rate $600,000 raised Improvement from 31,000 // $72,000 in ’08 Key point: adding facebook resulted in huge jump, brings in your freidns for relevancy, share encouragement
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<ul><li>“ I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're legit, I'll be sending a donation. Thanks for the work you do.” </li></ul><ul><li> – Posted to our Facebook Page wall, January 2010 </li></ul>
<ul><ul><li>Social media is integrated into all communications plans </li></ul></ul><ul><ul><li>Every piece of web content has sharing capabilities </li></ul></ul><ul><ul><li>Every email is shareable </li></ul></ul><ul><ul><li>Every page on our website has a link to our social media presences </li></ul></ul><ul><ul><li>Our homepage has a live feed of Twitter and Facebook </li></ul></ul><ul><ul><li>Website content links to related Facebook Groups, Events, etc. </li></ul></ul>Integration is our #1 strategy for social media success
How We’re Structured Lara Koch Mobile Communications Manager Mobile technology initiatives Carie Lewis Director of Emerging Media Emerging Media project management and strategy Ellen Pascale Social Marketing Specialist Social networking and advertising Sarah Butler Emerging Media Intern Social media administrative Sarah Barnett Emerging Media Manager Response and volunteer coordination Julia Worth Online Community Manager Community section of our website Anne Hogan Emerging Media Specialist Blogger outreach, monitoring Online Volunteers Senior Director, Online Communications Email Communications Manager Website Manager
FACT (Confession): Our offline and online systems, programs, and outreach do not talk to eachother. We are changing that.
… We Do Integrated Online Campaigns Really Well Though! <ul><li>Meatless Mondays Campaign </li></ul><ul><li>Website </li></ul><ul><li>Email </li></ul><ul><li>Social Media </li></ul><ul><li>Online Advertising </li></ul><ul><li>Mobile </li></ul>
Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: email@example.com LinkedIn: http://www.linkedin.com/in/carielewis Twitter: @cariegrls Presentations: slideshare.net/cariegrls