Direct Mail, Marketing and Advertising<br />Open discussion to share top ideas that attract new donors and steward existing donors. <br />1<br />
Big Shoulders Fund – Holiday Campaign<br />2<br />
Lessons Learned – Holiday Campaign <br />Objective: Increase exposure of Big Shoulders Fund brand and name to more professionals. Raise additional funds from new donors. <br />Target Audience: Chicago Transit Authority Riders and Metro Riders <br />Means: Purchased station saturation and advertising during holiday season. Had carolers from schools stand outside stations and hand out flyers with information about Big Shoulders. <br />Results: <br /><ul><li>Increased goodwill, but difficult to track impact or new donors.
Some increased visits, but no significant jump (less than $500) in online donors or visits immediately after. </li></ul>Results: <br /><ul><li>Reframed outreach to focus as a thank you and awareness builder.
Reduced advertising costs, but increased presence of carolers at train stations from one to three locations.
Picked up news coverage on 3 major local television news and one print paper. </li></ul>3<br />
Successful Outreach – Online Increase<br />Objective: Increase the number of donors, especially online, to Big Shoulders Fund at a variety of levels. <br />Target Audience: Chicago-area young and mid-level professionals. Tech-savvy. <br />Means: Establish advisory boards, events, and greater online presence (revamped website; secure portal; Facebook; Twitter; LinkedIn) that provide a variety of access points and initiatives that effectively engage individuals with different personal and professional motivations.<br />Results: <br /><ul><li>Two Advisory Boards with membership at 250 combined. All donors.
Online following (319 Fans & 226 members on Facebook; 127 members LinkedIn; 37 Followers on Twitter)
Annual E-appeal targets new and existing donors
Increased online giving (no. of donations and dollar amount) more than six-fold in the last four years. </li></ul>19<br />
Successful Outreach – Online Donors<br />Increased number of new donors who make first gift online. <br />Online giving has increased by over six-fold representing all levels through Auxiliary Board, Events and Other Donors<br />20<br />