Multi-Channel Fundraising Campaigns


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How to develop a strong strategy to raise money and integrate your message across communications channels

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Multi-Channel Fundraising Campaigns

  1. 1. Multi-Channel Fundraising: Strategies and Tools to Engage Donors through Integrated Campaigns Farra Trompeter
  2. 2. About you… <ul><li>Raise your hand if you raise money via </li></ul><ul><ul><li>Direct mail… </li></ul></ul><ul><ul><li>Phone… </li></ul></ul><ul><ul><li>Events and in-person activities… </li></ul></ul><ul><ul><li>Your website… </li></ul></ul><ul><ul><li>Email… </li></ul></ul><ul><ul><li>Facebook… </li></ul></ul><ul><ul><li>YouTube… </li></ul></ul><ul><ul><li>Twitter… </li></ul></ul><ul><ul><li>??? </li></ul></ul>
  3. 3. Goals <ul><li>Make an impression </li></ul><ul><li>Stand out </li></ul><ul><li>Keep donors engaged </li></ul>© Daniel Aubry
  4. 4. Strategy <ul><li>Use a story, theme, or concepts </li></ul><ul><li>Integrate channels </li></ul><ul><li>Build relationships </li></ul>© Sarah Bloom
  5. 5. What is a story?
  6. 6. <ul><li>You relate to it / identify </li></ul><ul><li>Connects with values, emotions </li></ul><ul><li>Relevant, timely </li></ul><ul><li>Easy to understand </li></ul><ul><li>Specific, tangible </li></ul><ul><li>Has beginning, middle, end </li></ul><ul><li>Characters, personalities, tone </li></ul><ul><li>Clear call to action </li></ul>Ingredients Need image
  7. 7. <ul><li>Stories are about people. </li></ul><ul><li>The people in your story have to want something. </li></ul><ul><li>Stories need to be fixed in time and space. </li></ul><ul><li>Let your characters speak for themselves. </li></ul><ul><li>Audiences bore easily. </li></ul><ul><li>Stories speak the audience’s language. </li></ul><ul><li>Stories stir up emotions. </li></ul><ul><li>Stories don’t tell: they show. </li></ul><ul><li>Stories have at least one “moment of truth.” </li></ul><ul><li>Stories have clear meaning. </li></ul>The 10 Immutable Laws of Storytelling Source: Andy Goodman
  8. 8. Where do you tell your stories?
  9. 9. Every point of contact is an opportunity to tell the story Every point of contact is an opportunity © Max Williams
  10. 10. It’s all about reaching + moving people
  11. 11. What’s working? <ul><li>Including deadlines in e-mail appeals </li></ul><ul><li>Seeking small sums </li></ul><ul><li>Combining text messages and e-mail appeals </li></ul><ul><li>Asking corporate sponsors or like-minded charities to send e-mail messages on an organization's behalf </li></ul><ul><li>Using multiple approaches, such as social networks, video, e-mail, and text messages </li></ul><ul><li>Source: The Chronicle of Philanthropy, 2008 Online Giving Survey, 05/09 </li></ul>
  12. 30. Stay in touch [email_address]
  13. 31. Thanks! © Jeremy Crow
  14. 32. And now, some thoughts about technology…