Direct mail, marketing and advertising final

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Direct mail, marketing and advertising final

  1. 1. Direct Mail, Marketing and Advertising<br />Open discussion to share top ideas that attract new donors and steward existing donors. <br />1<br />
  2. 2. Big Shoulders Fund – Holiday Campaign<br />2<br />
  3. 3. 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.
  4. 4. 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.
  5. 5. Reduced advertising costs, but increased presence of carolers at train stations from one to three locations.
  6. 6. Picked up news coverage on 3 major local television news and one print paper. </li></ul>3<br />
  7. 7. 4<br />
  8. 8. 5<br />
  9. 9. 6<br />
  10. 10. 7<br />
  11. 11. How do we measure the return on investment of advertising initiatives?<br />Is it worth the money invested?<br />8<br />
  12. 12. 9<br />The State of Direct Mail<br />Online Success Stories<br />
  13. 13. 10<br />
  14. 14. 11<br />
  15. 15. 12<br />
  16. 16. 13<br />
  17. 17. 14<br />
  18. 18. 15<br />
  19. 19. 16<br />
  20. 20. 17<br />
  21. 21. Successful Outreach – Online Presence<br />E-appeal<br />Website <br />FaceBook<br />18<br />
  22. 22. 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.
  23. 23. Online following (319 Fans & 226 members on Facebook; 127 members LinkedIn; 37 Followers on Twitter)
  24. 24. Annual E-appeal targets new and existing donors
  25. 25. Increased online giving (no. of donations and dollar amount) more than six-fold in the last four years. </li></ul>19<br />
  26. 26. 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 />
  27. 27. 21<br />Direct Mail<br /><ul><li>Lists
  28. 28. Premiums
  29. 29. Future of Direct Mail</li></li></ul><li>22<br />New Acquisition Ideas<br /><ul><li>What Worked?
  30. 30. What Didn’t?</li>

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