The document discusses direct mail, marketing, and advertising strategies for the Big Shoulders Fund. It shares results from a holiday campaign targeting CTA and metro riders that increased awareness but did not significantly increase online donors or visits. Subsequent efforts reframed the outreach and increased carolers at train stations. Online strategies led to increased donors, especially young professionals, through advisory boards, events, and expanding the online presence. Online giving increased over six-fold in the last four years. The document also discusses measuring return on investment of advertising initiatives and the state of direct mail.

1. Direct Mail, Marketing and Advertising Open discussion to share top ideas that attract new donors and steward existing donors. 1

2. Big Shoulders Fund – Holiday Campaign 2

5. Reduced advertising costs, but increased presence of carolers at train stations from one to three locations.

6. Picked up news coverage on 3 major local television news and one print paper. 3

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11. How do we measure the return on investment of advertising initiatives? Is it worth the money invested? 8

12. 9 The State of Direct Mail Online Success Stories

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21. Successful Outreach – Online Presence E-appeal Website FaceBook 18

23. Online following (319 Fans & 226 members on Facebook; 127 members LinkedIn; 37 Followers on Twitter)

24. Annual E-appeal targets new and existing donors

25. Increased online giving (no. of donations and dollar amount) more than six-fold in the last four years. 19

26. Successful Outreach – Online Donors Increased number of new donors who make first gift online. Online giving has increased by over six-fold representing all levels through Auxiliary Board, Events and Other Donors 20

28. Premiums

30. What Didn’t?