Multichannel            FundraisingAmazon Watch | Big Duck | Causes                   Strategies and Tactics              ...
#12NTCcampaigns@farra@matthewmahan@paulpaz@susangordo             bigducknyc.com
What we’ll cover•    Why multichannel campaigns?•    Multichannel case study: Fountain House•    12 ways to make your mult...
bigducknyc.com
Why multichannelcampaigns?                   bigducknyc.com
Reasons NonprofitsCommunicate                     bigducknyc.com
bigducknyc.com
Be clear.Be compelling.Be consistent.                 bigducknyc.com
Campaigns turn a series ofmessages into a story with…•    A problem•    A solution•    A goal•    A timeline•    An action...
Campaigns tell a story acrossall elements…•    Consistent imagery•    Established goal/deadlines•    Campaign-specific lan...
Where do campaigns fit in?                             bigducknyc.com
The results are worth it:•  Multi-channel enhancesdonor lifetime value•  10% of all donors areonline; 1 of 6 join online• ...
See it in action:Fountain House                    bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
bigducknyc.com
YOUR INFO                                                                                   First Name                    ...
bigducknyc.com
bigducknyc.com
2011 Campaign Results•  Total raised: $88,390•  Average gift: $187.78•  33.7% increase in online giving from   2010       ...
Lessons Learned•  Direct mail acquired list is ready to give   online•  Donors receptive to a different kind of   storytel...
12 ways to make yourcampaign stronger                       bigducknyc.com
12 ways you can make yourcampaign stronger1.  Identify and prioritize your goals2.  Find the biggest news in your space3. ...
12 ways you can make yourcampaign stronger5.  Set an achievable goal for how you’ll    solve it7.  Select the right channe...
12 ways you can make yourcampaign stronger9.  Focus each message on one call to     action10.  Tell the same story in all ...
Resources•   12 Ways You Can Make Your Campaign Strongerhttp://www.bigducknyc.com/blog•   eNonprofit Benchmarks Studyhttp:...
Contact Farra / Big Duck   bigducknyc.com   bigducknyc.com/blog   farra@bigducknyc.com   twitter.com/farra and /bigduck   ...
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Multichannel Fundraising Strategies and Tactics

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With more communications channels out there, your supporters are getting bombarded with more messages from charities, companies, friends, and family members. So how can you make sure your organization stands out? This workshop offered background and tips on multichannel campaigns and a case study of a year-end fundraising campaign for Fountain House.

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Multichannel Fundraising Strategies and Tactics

  1. Multichannel FundraisingAmazon Watch | Big Duck | Causes Strategies and Tactics April 2, 2012! bigducknyc.com
  2. #12NTCcampaigns@farra@matthewmahan@paulpaz@susangordo bigducknyc.com
  3. What we’ll cover•  Why multichannel campaigns?•  Multichannel case study: Fountain House•  12 ways to make your multichannel campaign stronger•  How you can use Causes in your campaigns•  Multichannel case study: Amazon Watch bigducknyc.com
  4. bigducknyc.com
  5. Why multichannelcampaigns? bigducknyc.com
  6. Reasons NonprofitsCommunicate bigducknyc.com
  7. bigducknyc.com
  8. Be clear.Be compelling.Be consistent. bigducknyc.com
  9. Campaigns turn a series ofmessages into a story with…•  A problem•  A solution•  A goal•  A timeline•  An action your audience can take bigducknyc.com
  10. Campaigns tell a story acrossall elements…•  Consistent imagery•  Established goal/deadlines•  Campaign-specific landing pages•  Web promotion & social media engagement•  Reference URL in direct mail appeal bigducknyc.com
  11. Where do campaigns fit in? bigducknyc.com
  12. The results are worth it:•  Multi-channel enhancesdonor lifetime value•  10% of all donors areonline; 1 of 6 join online•  32% of online acquireddonors switch to offline donorsin year-two•  People who ‘act’ online are7x more likely to giveConvio, Integrated Multi-Channel MarketingBlackbaud donorCentrics Internet & Multichannel Giving Benchmarking Report and Connecting OnlineFundraising and Advocacy bigducknyc.com
  13. See it in action:Fountain House bigducknyc.com
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  20. YOUR INFO First Name Last Name Address 1 City YOUR DONATION GOES TWICE AS FAR, WHEN YOU GIVE TODAY. Address 2 State Earlier this year, New York City made massive cuts to the funding of mental health services. Fountain House lost $450,000, including more than $100,000 in funds that covered our daily operating costs. Email Address Phone Number Fortunately, to help us make up for this shortfall, a generous matching donor has stepped forward. If we can raise $50,000, the matching AMOUNT donor will kick in the other $50,000 to make up for what we lost from the City. $35 $50 $100 $250 Our Fountain House community is, as ever, resilient and moving $1,000 $2,400 Other USD forward. Still, your support between now and the New Year would be especially meaningful. Please consider having your tax-deductible donation matched today. CREDIT CARD American Express MasterCard Discover Visa Card Number Expiration Card Security Code HONOR SOMEONE WITH YOUR CONTRIBUTION (OPTIONAL) To make your contribution in somebodys honor, fill in the information below. He or she (or, in the case of an in memoriam contribution, the recipient you specify) will be notified of your thoughtfulness and generosity. This contribution is DONATE!"!#$%!#&(&))*))(!$)+,-.)(/.0)1.2,,.3)4,5)67283)46)"&&9))*))555#:7;<.=><?7;-,#72@)) bigducknyc.com
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  23. 2011 Campaign Results•  Total raised: $88,390•  Average gift: $187.78•  33.7% increase in online giving from 2010 bigducknyc.com
  24. Lessons Learned•  Direct mail acquired list is ready to give online•  Donors receptive to a different kind of storytelling•  Increase appeared to result not just from added appeals, but entire campaign bigducknyc.com
  25. 12 ways to make yourcampaign stronger bigducknyc.com
  26. 12 ways you can make yourcampaign stronger1.  Identify and prioritize your goals2.  Find the biggest news in your space3.  Connect it to your org’s short-term goals4.  Find the specific problem this news can help you solve bigducknyc.com
  27. 12 ways you can make yourcampaign stronger5.  Set an achievable goal for how you’ll solve it7.  Select the right channels to reach your audiences8.  Craft your calendar around deadlines9.  Reflect your organization’s tone and style bigducknyc.com
  28. 12 ways you can make yourcampaign stronger9.  Focus each message on one call to action10.  Tell the same story in all elements11.  Report back to your audience on impact12.  Analyze the results to inform the next campaign bigducknyc.com
  29. Resources•  12 Ways You Can Make Your Campaign Strongerhttp://www.bigducknyc.com/blog•  eNonprofit Benchmarks Studyhttp://www.e-benchmarksstudy.com/•  2011 Online Giving Reporthttps://www.blackbaud.com/onlinefundraising•  2011 Connecting Online Advocacy and Fundraisinghttps://www.blackbaud.com/bb/advocacy/Advocates-Donors.aspx•  2011 Online Marketing Nonprofit Benchmark Index Studyhttp://www.convio.com/files/2011-Benchmark-Report.pdf•  2012 Online Giving Studyhttp://www.onlinegivingstudy.org/ bigducknyc.com
  30. Contact Farra / Big Duck bigducknyc.com bigducknyc.com/blog farra@bigducknyc.com twitter.com/farra and /bigduck linkedin.com/in/farra facebook.com/bigduck bigducknyc.com
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