Today's marketing communications are very different than 15, 10, even 5 years ago! For many non-profits, marketing communications go hand in hand with fundraising communications. In this workshop, we will discuss using a targeted, integrated, and measurable approach to your communications to further both your business and fundraising objectives and create a more engaged audience.

1. CREATING ENGAGING COMMUNICATIONS

2. UNDERSTANDING YOUR AUDIENCE

3. THEY ARE IN CONTROL
“[The modern, digitally-empowered consumer] is living life on
[their] own terms and engaging with brands when and how it’s
most convenient to [them].”
Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013; IDC Workbook, “Graduating from Email to Engagement”, June 2013

4. ALWAYS ON THE GO
9 out of 10 American adults have a
cell phone
58% own a smartphone!
42% of adults own a tablet
67% find themselves checking their
phone even when it doesn’t ring!
29% of cell phone owner cannot
imagine living without their phone!
Pew Research Internet Project, “Mobile Technology Fact Sheet”, January 2014

5. DIFFERENT BY THE GENERATIONS
Generation Y
- Born 1981-1995
(age 18-32 as of 2013)
- Represents 11% of total giving
- 32.8 million donors in the US
- 60% give
Generation X Matures
- Born 1965-1980
(age 33-48 as of 2013)
- Represents 20% of total giving
- 39.5 million donors in the US
- 59% give
- Born 1946-1964
(age 49-67 as of 2013)
- Represents 43% of total giving
- 51.0 million donors in the US
- 72% give
- Born 1945 and earlier
(age 68+ as of 2013)
- Represents 26% of total giving
- 27.1 million donors in the US
- 88% give
Generational groups, total U.S. population, and giving data (on average)
Blackbaud, Next Generation of American Giving, August 2013
Boomers

6. WHO IS YOUR
AUDIENCE?

7. REVIEW YOUR DATABASE YOU HAVE MORE DATA THAN YOU THINK
How They Know You - Donor, Volunteer,
Client, Event Attendee, etc.
For Donors - Gift Amount Given, Date of Gift,
How They Gave
Address
Age
Income Range
Sometimes You Might Know Their Area of
Interest
CATALOGUE YOUR DATA INTO GROUPS
Constituent Groups
Current/ Lapsed Donors
Income Level Opportunities
Generational
Geography

8. AUDIENCE IS KING!
“Remember that the best campaigns
aren’t about you or what you want
subscribers to do. They’re about your
subscribers and what they want.”
[Matt Blumberg, Chairman & CEO of Return Path]
Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013

9. CASE IN POINT
Annual Fund 2015
Making a Difference
2014 – 2015
Board of Trustees
DEVELOPMENT
COMMITTEE
LEADERSHIP
Steven M. Friedman ’72
Annual Fund 2015
Making a Difference
2014 – 2015
Board of Trustees
DEVELOPMENT
COMMITTEE
LEADERSHIP
Steven M. Friedman ’72
P’03,’04,’08
Chair,Board of Trustees
Car olyn Okin P’14,’15,’18
Vice Chair,
Board of Trustees
Co-Chair,
Development Committee
Howard Lutnick
P ’14,’16,’19,’24
Co-Chair,
Development Committee
Michael Pruzan ’83
P’ 24, 25
Co-Chair,
Development Committee
Lawrence Graham P’20
Chair,
Annual Fund 2015
October 15, 2014
Addressee
Street
City, State, Zip
Dear Salutation:
It was with great excitement that Horace Mann School once again embarked on our
academic journey this year in September. As it has been for generations, our ability to
make a difference in each student’s educational experience is due in a large part to the
generous support of the greater HM community.
This is why today I am sharing with you how you can help continue to make a difference
in the lives of our students through your contribution to the Annual Fund. Last year, you
joined more than 2,600 constituents who demonstrated their commitment to Horace
Mann School by contributing more than $5.325 million to Annual Fund 2014, setting a
new record for annual giving. We remain grateful for the opportunities that you helped
to create.
Annual Fund dollars support our school by:
• enhancing academic and co-curricular programming
• attracting and retaining the best and brightest faculty and staff
• providing financial aid for an economically diverse student body
• maintaining our four campuses
• restraining tuition growth for all families
Please read the enclosed brochure to understand how alumni support impacts our
community, helps create new programs and enhance existing ones, and makes a
difference in the lives of those we educate. As a past leadership donor and a member of
the Maroon and White Society, your continued support is fundamental to achieving our
goals. Please consider making a renewed and perhaps increased gift to Annual Fund 2015.
On behalf of Horace Mann School, and with thanks in advance for your thoughtful
consideration and support,
Lawrence Otis Graham P ’20
Trustee,
Chair, Annual Fund 2015
HORACE MANN SCHOOL Alumni and Development Office | 231 West 246th Street, Bronx, NY 10471 | Tel 718-432-3450 | Fax 718-432-3010 | www.horacemann.org
P’03,’04,’08
Chair,Board of Trustees
Carolyn Okin P’14,’15,’18
Vice Chair,
Board of Trustees
Co-Chair,
Development Committee
Howard Lutnick
P ’14,’16,’19,’24
Co-Chair,
Development Committee
Michael Pruzan ’83
P’ 24, 25
Co-Chair,
Development Committee
Lawrence Graham P’20
Chair,
Annual Fund 2015
October 15, 2014
Addressee
Street
City, State, Zip
Dear Salutation:
It was with great excitement that Horace Mann School once again embarked on our
academic journey this year in September. I hope the school year is off to a wonderful start
for Child1 Na, Child2 Na, Child3 Na, and Child4Na. Our ability to make a difference in
each student’s educational experience is due in a large part to the generous support of the
greater HM community.
This is why today I am sharing with you how you can help continue to make a difference
in the lives of our students through your contribution to the Annual Fund. Last year, you
joined more than 2,600 constituents who demonstrated their commitment to Horace
Mann School by contributing more than $5.325 million to Annual Fund 2014, setting a
new record for annual giving. We remain grateful for the opportunities that you helped
to create.
Annual Fund dollars support our school by:
• enhancing academic and co-curricular programming
• attracting and retaining the best and brightest faculty and staff
• providing financial aid for an economically diverse student body
• maintaining our four campuses
• restraining tuition growth for all families
Please read the enclosed brochure to understand how your continued support impacts
our community, helps create new programs and enhance existing ones, and makes a
difference in the lives of those we educate. As a past leadership donor and a member of
the Maroon and White Society, your continued support is fundamental to achieving our
goals. Please consider making a renewed and perhaps increased gift to Annual Fund 2015.
On behalf of Horace Mann School, and with thanks in advance for your thoughtful
consideration and support,
Lawrence Otis Graham P ’20
Trustee,
Chair, Annual Fund 2015
HORACE MANN SCHOOL Alumni and Development Office | 231 West 246th Street, Bronx, NY 10471 | Tel 718-432-3450 | Fax 718-432-3010 | www.horacemann.org
9 Versions
of Letters
YES!
I will make a difference.
Enclosed is my gift of:
Ask 1 Ask 2 Ask 3
THE
Maroon and
White Circle
Benefactors $35,000+
Patrons $25,000+
Sponsors $15,000+
Associates $10,000+
Supporters $5,000+
Friends $2,500+
Horace Mann Leadership Giving
White THE
Fellowship
Maroon and RECENT GRADUATES
Years since graduation: Minimum gift:
11-12 years $750
9-10 years $500
7-8 years $250
5-6 years $100
1-4 years or less $ 50
DOUBLE MY IMPACT!
DOUBLE MY IMPACT!
For your reference here is your past history of giving:
FISCAL TOTAL INDIVIDUAL COMPANY
YEAR GIVING MATCHING GIFT
2014 $0,000 $0,000
2013 $0,000 $0,000
2012 $0,000 $0,000
THE
Maroon and
White Circle
My gift will be matched by my employer:
DOUBLE MY IMPACT!
DOUBLE MY IMPACT!
My gift will be matched by my employer:
Not sure if your company matches? Find out
at www.horacemann.org/match and follow the
guidelines to register your gift today!
Matching gifts received by June 30 are counted
toward Maroon and White leadership levels.
Other $
Version: ALUMNI (general)
Horace Mann Leadership Giving
YES!
I will make a difference.
Benefactors $35,000+
Patrons $25,000+
Sponsors $15,000+
Associates $10,000+
Supporters $5,000+
Friends $2,500+
For your reference here is your past history of giving:
FISCAL TOTAL INDIVIDUAL COMPANY
YEAR GIVING MATCHING GIFT
2014 $0,000 $0,000
2013 $0,000 $0,000
2012 $0,000 $0,000
Version: ALUMNI (major donors)
Enclosed is my gift of:
$
Your past Maroon and White Circle donation is
appreciated. Please consider making an even
greater difference by supporting at the next level.
Not sure if your company matches? Find out
at www.horacemann.org/match and follow the
guidelines to register your gift today!
Matching gifts received by June 30 are counted
toward Maroon and White leadership levels.
7 Versions of
3 Versions of Booklet
How can Reply Cards
YOU
make a
difference
A Guide to Horace Mann School’s Annual Fund

10. UNDERSTANDING THE MARKETING LANDSCAPE

11. SO MANY COMMUNICATION CHANNELS TODAY
Web - General Website, Campaign micropages, PURLS, Online Advertising, PPC Advertising
Social Media - Twitter, Facebook, Instagram, YouTube, Google+, Vine
Print/ Direct Mail
Email
Mobile - SMS, Mobile Apps
Phonathons
Face to Face
Mass - TV, Radio, Billboards
WHAT CHANNELS DO YOU ENGAGE WITH?

12. ONLINE
% of Donors Engage Online
with a Non-Profit Organization
84% of Donation
Pages are Not
Mobile Friendly
Blackbaud, Next Generation of American Giving, August 2013; The Chronicles of Philanthropy, “Most Charities Fail at Online Fundraising Basics”, Raymund Flandez, February 4, 2014

13. DIRECT MAIL
On average, direct mail accounts for
79% of donations
Email Direct
Mail
Direct Mail is preferred 2 to 1 over
email for non-profit communications
Blackbaud, Internet and Multichannel Giving Benchmarking Report, July 2011; Epsilon, Channel Preference for Both the Mobile and Non-Mobile Consumer Report, December 2012

14. SOCIAL MEDIA
6%
Donate Through
Social Media
57%
Survey Respondents see
social media success
in brandraising but not
fundraising
Blackbaud, Next Generation of American Giving, August 2013; Crain’s/ AFP New York Metropolitan Nonprofit Survey, Spring 2014

15. =
Open
Rates
EMAIL
Click
Through
Rates
92%
of online
American cite
email as one
of their regular
activities
Blackbaud, Next Generation of American Giving, August 2013; Pew Internet and American Life Project’s Generations 2010 report; Marketing Sherpa, “Email Summit”, 2013
58%
of adult
Americans check
their email first
thing in am

16. CASE IN POINT - RESULTED IN $22 RAISED FOR EVERY $1 SPENT

17. EVERY MESSAGE HAS ITS PLACE
TRANSACTION
ENGAGEMENT
“Engagement channels may or may not be transaction channels, and vice versa, but both matter”
[Blackbaud, Next Generation of American Giving, Aug 2013]

18. “INFORMATION ABUNDANCE MEANS ATTENTION SCARCITY”
Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013

19. ENGAGING CAMPAIGNS ARE ENGAGING
+ Stories of Impact
+ Stories that Connect to Audience

20. ENGAGING CAMPAIGNS ARE PERSONALIZED
START PERSONALIZING YOUR COMMUNICATIONS
PERSONALIZE WAYS TO USE PERSONALIZATION
Text Direct Mail/ Print
Images Email
Design/ Layout Web
Length Video
In-Person/ Phone

21. PERSONALIZATION WORKS . . .
GENERIC
DIRECT MAIL
DEEPLY PERSONALIZED CAMPAIGNS
2X
RESPONSE
RATE
HOW CAN YOU PERSONALIZE YOUR COMMUNICATIONS BETTER?
Caslon Report, 1-to-1 Response Rate Report: Benchmark Information for Relevant Cross-Media Marketing”, 2012

22. REMEMBER -
IT’S ABOUT THEM - NOT YOU!
Relevance means knowing who your audience is and what they want from your
[communications]. Impersonal and poorly timed messages make your subscribers think,
You don’t know who I am. You don’t know what I want. You just don’t get me. If you aren’t
relevant, your subscribers will opt-out - or emotionally opt-out.
Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013

23. CASE IN POINT
Administrative Office
7 Glenwood Ave., Suite 101
East Orange, NJ 07017
(973) 675-3817
Fax (973) 266-1041
Main Office
395 South Center Street
Orange, NJ 07050
(973) 675-3817
Fax (973) 673-5782
Board of Trustees
Ellen M. Davenport
President
Bernadette Ucko, MA, LDT-C
First Vice President
Alan P. Levine
Second Vice President
Jeff R. Harrison, CPA
Treasurer
Bernice Manshel
Secretary
Roger L. Manshel
Facilities Chair
9608_no10.pdf 1 10/24/12 12:33 PM
7 Glenwood Ave., Suite 101
East Orange, NJ07017
What We Do Really Works!
00355 No 10 w tagline.indd 4 10/31/13 12:35 PM
Every Dollar You Give Will Make Our Communities Stronger and Safer!
Yes, I want to help children, adults and families heal, grow, and thrive! Enclosed is my tax
Jethro Antoine, Esq.
Beth A. Berns, LCSW
Victor Cirilo
Lisa-Renee Dumas
John R. Feldman
Kathleen Fuentes, Esq.
Joseph Glatt, Esq.
Jennifer Griffith, MA
Kelly Heller, LSW, C-SSW
Faith S. Lefkort
Jody Lipsky
Reginald Long, Esq.
Diana Kyser McNeff
Heidi W. Murphy
Clyde Otis III
Connie Salimbeno, MA, LDTC
Kimberly R. Santos, M.Ed.
Andrew M. Shainberg
Beth Sonnenberg, LCSW
Jami Jacobson Thall
Paula Sabreen, LCSW
Executive Director
President’s Circle
Priscilla Barrett, LPN, LRCP
Francesco Borghese
Jennifer Chalsty
Gail Kellogg
Robert Corin Morris
Barbara Murray
Chad Peters
Shelden Ogilvy Pisani, Ph.D.
Mark W. Sussman, MAI, CRE
Lloyd Ucko
Dear John,
It’s no secret that, right here in our towns, children and families face all
kinds of stress and danger – from bullying and underage drinking to child
abuse, mental illness, addiction and domestic violence. These may seem like
insurmountable problems, but FAMILYConnections has a proven track record
of overcoming them.
FAMILYConnections is helping people each and every day. Our prevention
services and school-based programs give kids the skills to confront bullying
and say no to alcohol and drugs. Our Reunity Houses safely reunite families
broken by abuse. Our counseling services help youth and adults overcome
mental illness and addiction and our DREAMS program gives domestic
violence survivors the strength What to nurture their children and build new lives.
We What we do really works. Just look Do Really at the outcome data in our last Annual
Report, which you will find on our website: Works!
www.familyconnectionsnj.org.
You’ll see that, while other organizations try, we succeed!
deductible gift of:
HELP US CONTINUE THESE GREAT RESULTS. Your contribution will reduce
children’s emotional problems and improve grades at local schools and keep
teens away from high-risk behaviors. You’ll help people heal from trauma and
abuse and train parents how to build stable homes. Every dollar you give
will make our communities stronger and safer!
We invite you to visit the website to see a short video – further proof that
what FAMILYConnections does really works!
$ $ $  Other $_____________
John Doe
123 Any Street
Anytown, ST, 12345
Please send your CHECK to FAMILYConnections with this form. See reverse side to donate by CREDIT CARD. You can also
donate ONLINE by going to www. familyconnectionsnj.org. THANK YOU!
Response Card (2).indd 1 11/14/13 12:26 PM
Please give today. With your help, children, adults and families will heal,
grow and thrive. Thank you.
Wishing you and your family all the best this holiday season.
Sincerely
Paula Sabreen, LCSW Ellen M. Davenport
Executive Director President, Board of Trustees
Engendering Hope, Enhancing Safety,
Connections
Healing Trauma, and Strengthening
Families and Communities
Engendering Hope, Enhancing Safety, Healing Trauma, and Strengthening Families and Communities
www.familyconnectionsnj.org
grow and thrive. Thank
00463_BoardLH.indd 1 11/18/13 1:26 PM
59%
Increase in new
donors compared
to Previous Year
You are Ramaz Alumni You are Ramaz Alumni
98%
Increase in young
alumni donation $$

24. web
Email events
print
social
media
ENGAGING CAMPAIGNS ARE INTEGRATED

25. INTEGRATED HOW?
+ Messaging
+ Design/ Visuals
+ Communication Channels
+ Data

26. Strategy Direct Mail Email Web
2013-2014
ANNUAL FUND
The Immediate Need Areas of Support Make Your Gift Now Contact Us
Enhancing Our Role in
Progressive Education Leadership
First Name,
Manhattan Country School is a nonprofit organization that
would not exist today without the generous support of people
just like you - parents, alumni, friends, corporations, and
private foundations.
Our model of independent, progressive education in the pursuit
of greater equality is rare, but as supporters like you can
attest, lasting and profound. Your support of the MCS Annual
Fund sustains our mission and our unshakable commitment
to an equitable tuition program that fosters significant cultural
and economic diversity. With your help, we can continue to
develop the hearts and minds of children who will grow up to
become leaders who change the world.
– Michèle Solá, Director
GIVE
NOW
Your donation supports MCS in these key areas:
Racial & Economic
Diversity
Public Mission/
Teacher Training
Social Justice &
Activism
Sustainability
Dear John,
“We are in a perpetual state of learning” is how a recent Manhattan
Country School graduate described her experience at the MCS Farm.
I agree wholeheartedly.
Gifts to the MCS Annual Fund are critical in helping us to meet our
budget and are applied directly to annual operating expenses this fiscal
year, including staff salaries and benefits, at MCS and the MCS Farm.
Please support the 2013-2014 MCS Annual Fund and help us...
• Sustain our sliding-scale tuition program and the rich diversity
of our community
• Support teacher salaries, benefits, and professional development
• Enrich our sustainability and social justice programs on
East 96th Street and at the MCS Farm
Your donation to the MCS Annual Fund provides students and teachers
at Manhattan Country School with the resources and opportunities to
remain in a perpetual state of learning.
Thank you for your continued annual support! Your past Annual Fund
gift of [previous cumulative annual fund gift] is deeply appreciated
and already making a difference.
MANHATTAN COUNTRY SCHOOL 7 East 96th Street, New York, NY 10128 212.348.0952 www.manhattancountryschool.org
Version: Annual Donors
Sincerely,
Michèle Solá
YES, I want continue to support the difference
Manhattan Country School is making in the
lives of our future leaders.
Here is my gift of:
Gift 1
Gift 3
Gift 2
Other $
To make your donation online, or to find out
more about the Manhattan Country School
Annual Fund please visit
www.supportmcs.org/johnqsample
A gift in any amount can make a difference!
Please complete information on reverse side and return to
Manhattan Country School in enclosed envelope.
2013-2014
ANNUAL FUND
MANHATTAN COUNTRY SCHOOL 7 East 96th Street, New York, NY 10128 212.348.0952
CASE IN POINT

27. RESULTS
of previous year’s
donors increased
their gift size
of Major Donors
increased their gift
over previous year
35%
of donors did not
donate the previous
year!
+315% Increase
of Online Donations vs
prior year
31% 37%

28. RESPONSE RATE COMPARISON
Average Response Rate
Personalized & Static direct mail
Integrated
4X
InfoTrends, Understanding Vertical Markets: Enterprise Communications Requirements, Dec 2012

29. HOW DO YOU CREATE AN INTEGRATED CAMPAIGN?
STEP BACK AND ASK “WHY”
(Remember to focus on Donor)
LOOK AHEAD TO DESIRED OUTCOME
WHAT DATA/TOOLS/RESOURCES DO YOU
HAVE AVAILABLE?
ARE THERE INTERNAL OBSTACLES IN THE
WAY THAT NEED TO BE ADDRESSED?

30. ENGAGING CAMPAIGNS ARE CONSISTENT
“Short-term decisions have long-term consequences. Donors cite the unending ask and
lack of any kind of follow-up communications as major reasons why they stop supporting a
cause.” [Blackbaud, Next Generation of American Giving, Aug 2013]

31. A FEW POINTERS:
- DON’T ALWAYS DO THE SAME THING THE
SAME WAY
- USE DONOR ENGAGEMENT DATA
- DON’T BE AFRAID TO TRY
SOMETHING NEW
- ALWAYS BE TELLING YOUR STORY
- PRESS GO, ANALYZE, TWEAK
“BEST PRACTICES ARE THOSE THAT ARE BEST FOR YOUR
AUDIENCE. YOU MUST TEST TO SEE WHAT RESONATES
MOST WITH YOUR SUBSCRIBERS”
Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013

32. CONTACT INFO
Action Graphics
www.actiongraphicsnj.com
www.engaged-360.com
800.365.6687
Jesse Park
jpark@actiongraphicsnj.com
linkedin.com/in/jessepark
Engaged360