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Case studies in integrated multi channel fundraising

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Learn how Campus Crusade for Christ has collaborated to launch several of its most effective multi-channel fundraising campaigns ever, with particular success in the online space. Hear important lessons learned from one of the largest nonprofits in the world and receive practical tips for cultivating donors, both online and off.

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Case studies in integrated multi channel fundraising

  1. 1. Case Studies in Integrated Multi-channel Fundraising<br />Megan Hawkes<br />Executive Director, Constituent Engagement<br />Campus Crusade for Christ International<br />@missionminder<br />Dave Raley<br />Director of New Media<br />Masterworks<br /> @daveraley<br />Hashtag for <br />this session: <br />#10ntc.multi<br />
  2. 2. Key lessons learned for integrated multi-channel campaigns.<br />+<br />Bonus: Key trends for 2010.<br />Hashtag for <br />this session: <br />#10ntc.multi<br />
  3. 3. But first.<br />
  4. 4. A little bit about Campus Crusade<br />
  5. 5. Founded 1951 on the campus of UCLA as a campus outreach<br />Today<br />Campus outreaches<br />International work<br />Bible and materials distribution<br />Christian discipleship<br />Relief work<br />Military outreach<br />Inner city work<br />Athletes/sports outreach<br />Equipping families<br />Ministry presence in 191 countries<br />Over 20,000 staff members<br />1,660 active ministries/movements on 1,140 campuses <br />
  6. 6.
  7. 7. Microsite<br />
  8. 8. Video<br />
  9. 9. Giving Site Promotion<br />
  10. 10. Direct Mail<br />
  11. 11. Donor Email<br />
  12. 12. Acquisition <br />Email<br />
  13. 13. Banner Advertising<br />
  14. 14.
  15. 15. Donor Email<br />Acquisition Email<br />Direct Mail<br />Giving Site Ad<br />Banner Advertising<br />Microsite<br />Video<br />
  16. 16. Key lessons in integrated multi-channel campaigns<br />
  17. 17. Lesson #1: The importance of fundraising fundamentals.<br />Tweet questions to:<br />#10ntc.multi<br />
  18. 18. Good offer.<br />
  19. 19. Impact, not Need.<br />Need = The means<br />Impact = The end<br />
  20. 20. Not all offers are created equal.<br />
  21. 21. Right audience.<br />
  22. 22. Timely and relevant.<br />
  23. 23. Creative that works.<br />What is the need or opportunity?<br />What are you doing about it?<br />How do you want me to be involved?<br />Why do I need to act now?<br />What are the consequences of not acting?<br />
  24. 24. Lesson #2: Pizzazz ≠ integration.<br />Tweet questions to:<br />#10ntc.multi<br />
  25. 25. Integration isn’t abstract art.<br />
  26. 26.
  27. 27. Integration isn’t features.<br />
  28. 28.
  29. 29.
  30. 30. Lesson #3: Integrate instead of re-create.<br />Tweet questions to:<br />#10ntc.multi<br />
  31. 31. Synergize what you’re already doing.<br />
  32. 32. Reuse creative.<br />
  33. 33. Don’t “silo” your communications channels.<br />SILOing causes…<br />Duplication of effort.<br />Competing goals and priorities.<br />Brandand message confusion.<br />
  34. 34. Lesson #4: Not all channels are created equal.<br />Tweet questions to:<br />#10ntc.multi<br />
  35. 35. Response vs Influence vs Engagement.<br />
  36. 36. RESPONSE channels drivedirect, measurable response.<br />Direct Mail, Email, Phone, etc.<br />
  37. 37. INFLUENCE channels influence response, but not in a directly attributable way.<br />Radio, banner advertising, print, etc.<br />
  38. 38. ENGAGEMENT channels are great at engaging and interacting, but less response driven.<br />Social media, customer service, etc.<br />
  39. 39.
  40. 40. Microsite<br />
  41. 41. Video<br />
  42. 42. Direct Mail<br />
  43. 43. Donor Email<br />
  44. 44. Acquisition<br />Email<br />
  45. 45. Donor Email<br />Video<br />Acquisition Email<br />Direct Mail<br />Microsite<br />
  46. 46. Lesson #5: Measure results by campaign, not just by channel.<br />Tweet questions to:<br />#10ntc.multi<br />
  47. 47. Campaign Performance<br />
  48. 48. Lesson #6: Use video (but test) <br />
  49. 49. Online video is bigger than search.<br />
  50. 50. We no longer think in words, we think in pictures.<br />
  51. 51. Video costs time and money, so test.<br /><ul><li>Format and style
  52. 52. Length
  53. 53. No video at all
  54. 54. Etc.</li></li></ul><li>An important note:<br />You have to actually <br />promoteyour videos.<br />
  55. 55. Lesson #7: Don’t forget about relationship.<br />Tweet questions to:<br />#10ntc.multi<br />
  56. 56. Central truth in constituent engagement<br />
  57. 57. Central truth in constituent engagement<br />RUSTOUT<br />BURNOUT<br />
  58. 58. Central truth in constituent engagement<br />FRIEND-<br />RAISING<br />FUNDRAISING<br />
  59. 59. Central truth in constituent engagement<br />Constituent<br />Experience<br /><ul><li> Volunteerism
  60. 60. Advocacy
  61. 61. Prayer
  62. 62. Content
  63. 63. Customer service
  64. 64. Social interaction
  65. 65. Events
  66. 66. Etc.</li></ul>Transactional<br /><ul><li> Asks
  67. 67. Advocacy
  68. 68. Events
  69. 69. Etc.</li></li></ul><li>Recap<br />The importance of fundraising fundamentals<br />Pizzazz does not equal integration<br />Integrate instead of re-create<br />Not all channels are created equal<br />Measure results by campaign, not just by channel<br />Use video (but test)<br />Don’t forget about relationship<br />
  70. 70. Bonus: Trends to watch in 2010.<br />Tweet questions to:<br />#10ntc.multi<br />
  71. 71. Corporations will dive deeper into philanthropy <br />in social media as a core marketing strategy.<br />
  72. 72. Micro-engagement goes macro.<br />Micro-fundraising.<br />Micro-blogging.<br />Micro-advocacy.<br />Micro-volunteering.<br />Micro-connections.<br />The Extraordinaries<br />
  73. 73. Online/offline integration drives fundraising growth.<br />Donor Email<br />Video<br />Acquisition Email<br />Direct Mail<br />Microsite<br />
  74. 74. Live online streaming goes mainstream.<br />
  75. 75. Mobile fundraising transforms itself.<br />
  76. 76. Thank You!<br />
  77. 77. Open Q&A<br />Megan Hawkes<br />Executive Director, Constituent Engagement<br />Campus Crusade for Christ International<br />@missionminder<br />Dave Raley<br />Director of New Media<br />Masterworks<br /> @daveraley<br />Hashtag for <br />this session: <br />#10ntc.multi<br />
  78. 78. Evaluation Code: 146How Was this Session?<br />Call In<br />Text<br />Online<br />Call 404.939.4909<br />Enter Code 146<br />Text 146 to 69866<br />Visit nten.org/ntc-eval<br />Enter Code 146<br />Session feedback powered by:<br />Tell Us and You Could Win a Free 2011 NTC Registration!<br />

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