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.
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
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9. Campaigns turn a series of
messages into a story with…
• A problem
• A solution
• A goal
• A timeline
• An action your audience can take
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10. Campaigns tell a story across
all elements…
• Consistent imagery
• Established goal/deadlines
• Campaign-specific landing pages
• Web promotion & social media engagement
• Reference URL in direct mail appeal
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12. The results are worth it:
• Multi-channel enhances
donor lifetime value
• 10% of all donors are
online; 1 of 6 join online
• 32% of online acquired
donors switch to offline donors
in year-two
• People who ‘act’ online are
7x more likely to give
Convio, Integrated Multi-Channel Marketing
Blackbaud donorCentrics Internet & Multichannel Giving Benchmarking Report and Connecting Online
Fundraising and Advocacy
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13. See it in action:
Fountain House
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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 $2,400 Other USD
forward. Still, your support between now and the New Year would be
especially meaningful. Please consider having your tax-deductible
donation matched today. CREDIT CARD
American Express MasterCard
Discover Visa
Card Number Expiration Card Security Code
HONOR SOMEONE WITH YOUR
CONTRIBUTION (OPTIONAL)
To make your contribution in somebody's honor, fill in the information
below. He or she (or, in the case of an in memoriam contribution, the
recipient you specify) will be notified of your thoughtfulness and generosity.
This contribution is
DONATE
!"!#$%!#&'(&))*))(!$)+,-.)(/.0)1.2,,.3)4,5)67283)46)"&&'9))*))555#:7;<.=><?7;-,#72@))
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23. 2011 Campaign Results
• Total raised: $88,390
• Average gift: $187.78
• 33.7% increase in online giving from
2010
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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
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25. 12 ways to make your
campaign stronger
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26. 12 ways you can make your
campaign stronger
1. Identify and prioritize your goals
2. Find the biggest news in your space
3. Connect it to your org’s short-term
goals
4. Find the specific problem this news can
help you solve
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27. 12 ways you can make your
campaign stronger
5. Set an achievable goal for how you’ll
solve it
7. Select the right channels to reach
your audiences
8. Craft your calendar around deadlines
9. Reflect your organization’s tone and
style
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28. 12 ways you can make your
campaign stronger
9. Focus each message on one call to
action
10. Tell the same story in all elements
11. Report back to your audience on
impact
12. Analyze the results to inform the next
campaign
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29. Resources
• 12 Ways You Can Make Your Campaign Stronger
http://www.bigducknyc.com/blog
• eNonprofit Benchmarks Study
http://www.e-benchmarksstudy.com/
• 2011 Online Giving Report
https://www.blackbaud.com/onlinefundraising
• 2011 Connecting Online Advocacy and Fundraising
https://www.blackbaud.com/bb/advocacy/Advocates-Donors.aspx
• 2011 Online Marketing Nonprofit Benchmark Index Study
http://www.convio.com/files/2011-Benchmark-Report.pdf
• 2012 Online Giving Study
http://www.onlinegivingstudy.org/
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30. Contact Farra / Big Duck
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bigducknyc.com/blog
farra@bigducknyc.com
twitter.com/farra and /bigduck
linkedin.com/in/farra
facebook.com/bigduck
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