NACCDO Integrating Social Media & Direct Mail Field and Keim

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NACCDO Integrating Social Media & Direct Mail Field and Keim

  1. 1. Integrating Social Media & Direct Mail Diana Keim, Associate Vice President of Development Emily Dubin Field, MBA, Director of Development
  2. 2. Goals of our Presentation • To demonstrate how multiple departments can work together • To demonstrate how online and offline efforts can and should compliment one another We will accomplish this through detailing for you: • An integrated fundraising and marketing contact strategy for patients at City of Hope
  3. 3. Integrated Contact Strategy for Patients • Opportunity – Roughly 40,000 mailable patients • About 18,000 with email • Two departments already used direct marketing to communicate with patients: – Annual Giving – Planned Giving • How do we fit in Next Generation?
  4. 4. Challenges • Who would “own” the patient calendar and contact strategy? • What buy-in did we need from management? – Concerns from management about too many patient touches • How do you take a new program and have it succeed in an already existing robust contact environment?
  5. 5. Organizational Structure Philanthropy Paul, SVP Next Gen/Chapters/Regions Alan, SVP Next Generation Emily, Director Major Gifts/Grateful Patients Tina, VP Annual Giving/Employee Giving Diana, AVP Planned Giving Amy, VP
  6. 6. Distinct Calls to Action • Planned Giving – lead generation Engagement to cultivate or retain current donors to make an estate gift through these action steps: • Complete a survey • Request information about Planned Giving • Learn about recognition • Tell us of your intent • Annual Giving – renewable and sustainable giving – Make a donation
  7. 7. Distinct Calls to Action • Next Generation of Fundraising – peer-to-peer fundraising; people generator – Share your story and create awareness and raise money on behalf of City of Hope – Do your own fundraiser and create awareness and raise money on behalf of City of Hope
  8. 8. Planned Giving Lead Generation Samples
  9. 9. Survey Mailing and Email
  10. 10. Request Information Mailing
  11. 11. Recognition Opportunity
  12. 12. Engagement Mailing
  13. 13. Annual Giving Patient Fundraising Samples
  14. 14. 2012 December Patient Appeal and Acquisition Appeal • Mailed: 13,259 • Response rate: 1.3% • Average gift: $85.59 Acquisition • Mailed: 22,440 • Response rate: 1.9% • Average gift: $125.90
  15. 15. 2012 December Email Component • Emailed: 16,241 • Three email series following mailed appeal • Average gift: $190.48
  16. 16. 2013 April Wish Tree Appeal Mailed: 38,789 Response rate: 1.34% Average gift: $55.94
  17. 17. 2013 November Appeal and Acquisition Appeal •Mailed: 13,480 •Response Rate: 0.75% • Average Gift: $333.02 Acquisition •Mailed: 24,122 •Response Rate: 1.0% • Average Gift: $149.83
  18. 18. Next Generation Patient Contact Strategy
  19. 19. ourHope Microsite http://youtu.be/MsIuSzo0D74
  20. 20. Personal Fundraiser
  21. 21. Personal Fundraiser
  22. 22. Personal Fundraiser
  23. 23. Personal Fundraiser
  24. 24. Personal Fundraiser
  25. 25. Personal Fundraiser
  26. 26. Engagement Emails
  27. 27. Key Examples of How to Overcome Challenges • Tangible assets to show • Key constituents want this type of program • Tackling the “credit” issue • Tackling the “these are my people” issue • Roadshow • Management Staff Meeting • Faculty Philanthropy Committee Meeting • Demonstrating success • Share success stories
  28. 28. More Integration • E-Appeals • Newsletter articles • Point of Connection/Passion – Donor Impact Reports • Prospect Research • Tours • Plaques on campus • Blood & Platelet Donors • Patient referrals • National awareness
  29. 29. Slow Roll-out – Receipt Inserts
  30. 30. Annual Giving HopeCONNECTION Newsletter Tie-in
  31. 31. Employee Giving Tie-in
  32. 32. Employee Giving Tie-in
  33. 33. Social Media Integration
  34. 34. Digital Integration
  35. 35. Digital Integration
  36. 36. Take It Personal
  37. 37. Take It Personal Campaign Components • May and June • Incentives • Direct marketing – Mailings – Emails • Digital assets – Social Media – Digital Signage – Website Hero Tiles • Engagement emails and Follow-up emails
  38. 38. Announcement Email
  39. 39. Announcement Letter
  40. 40. Take It Personal Email Invitation
  41. 41. Take It Personal Mail Invitation
  42. 42. Take It Personal Mail Invitation
  43. 43. Digital Assets
  44. 44. Emily – efield@coh.org Diana – dkeim@coh.org

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