Case Studies in Integrated Multi-channel Fundraising - Raley, Hawkes
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Campus Crusade for Christ International is a large Christian nonprofit founded in 1951 that conducts outreach on college campuses and in 191 countries. The document discusses best practices for integrated multi-channel fundraising campaigns, noting the importance of fundamentals like good offers to the right audiences. It recommends leveraging existing creative assets across channels rather than creating new ones for each, and measuring campaigns holistically rather than by individual channels. While new technologies like video should be tested, relationship-building remains central to engagement.
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Case Studies in Integrated Multi-channel Fundraising - Raley, Hawkes
- 1. Case Studies in Integrated Multi-channel Fundraising Megan Hawkes Executive Director, Constituent Engagement Campus Crusade for Christ International @missionminder Dave Raley Director of New Media Masterworks @daveraley
- 2. Key components of an integrated multi-channel campaign
- 3. But first.
- 4. A little bit about Campus Crusade
- 5. Founded 1951 on the campus of UCLA as a campus outreach Today Campus outreaches International work Bible and materials distribution Christian discipleship Relief work Military outreach Inner city work Athletes/sports outreach Equipping families Ministry presence in 191 countries Over 20,000 staff members 1,660 active ministries/movements on 1,140 campuses
- 7. Microsite
- 8. Video
- 10. Direct Mail
- 11. Donor Email
- 15. Donor Email Acquisition Email Direct Mail Giving Site Ad Banner Advertising Microsite Video
- 17. Microsite
- 18. Video
- 19. Direct Mail
- 20. Donor Email
- 22. Key lessons in integrated multi-channel campaigns
- 23. Lesson #1: The importance of fundraising fundamentals.
- 24. Good offer.
- 25. Not all offers are created equal.
- 26. Right audience.
- 28. Creative that works. What is the need or opportunity? What are you doing about it? How do you want me to be involved? Why do I need to act now? What are the consequences of not acting?
- 29. Lesson #2: Pizzazz ≠ integration.
- 30. Integration isn’t abstract art.
- 35. Lesson #3: Integrate instead of re-create.
- 36. Synergize what you’re already doing.
- 37. Reuse creative.
- 38. Don’t “silo” your communications channels.
- 39. Lesson #4: Not all channels are created equal.
- 40. Response vs Influence vs Engagement.
- 41. Lesson #5: Measure results by campaign, not just by channel.
- 43. Lesson #6: Use video (but test)
- 44. Online video is bigger than search.
- 45. We no longer think in words, we think in pictures.
- 46. Lesson #7: Don’t forget about relationship.
- 47. Central truth in constituent engagement
- 48. Central truth in constituent engagement RUSTOUT BURNOUT
- 49. Central truth in constituent engagement FRIEND- RAISING FUNDRAISING
- 51. Online video
- 52. Blogs
- 53. Wikis
- 54. Mobile
- 55. Facebook
- 56. MySpace
- 57. YouTube
- 58. Flickr
- 59. Digg
- 60. Twitter
- 61. LinkedIn
- 62. Eons
- 64. EmailCOMMAND AND CONTROL
- 65. Recap The importance of fundraising fundamentals Pizzazz does not equal integration Integrate instead of re-create Not all channels are created equal Measure results by campaign, not just by channel Use video (but test) Don’t forget about relationship
- 66. Bonus: Trends to watch in 2010.
- 67. Corporations will dive deeper into philanthropy in social media as a core marketing strategy.
- 68. Micro-engagement goes macro. Micro-fundraising. Micro-blogging. Micro-advocacy. Micro-volunteering. Micro-connections. The Extraordinaries
- 69. Online/offline integration drives fundraising growth.
- 70. Live online streaming goes mainstream.
- 71. Mobile fundraising transforms itself.
- 72. Open Q&A Megan Hawkes Executive Director, Constituent Engagement Campus Crusade for Christ International @missionminder Dave Raley Director of New Media Masterworks @daveraley
Editor's Notes
- Introductions, we are primarily going to focus on seven key lessons for successful integrated fundraising. But we’ll start with some examples from a few campaigns.
- We need to cover some important aspects of these multi-channel campaigns.
- Not all offers are created equal – some will work very well in cultivation, but not so much in acquisition. Some are more major donor offers.
- Jeff Brooks over at Future Fundraising now expertly dissected this Haiti campaign in a post entitled “Stupid disaster fundraising.” From multiplicity of broken design principles to the abstract and philosophical messaging, this campaign represents all that can go wrong when integration is assuming in high design.http://www.futurefundraisingnow.com/future-fundraising/2010/02/stupid-disaster-fundraising.html
- Integration isn’t about fancy whizbang technical features you can add to wow your donors or constituents. Everything must have a purpose. Useful. Powerful. Engaging. Etc.
- Here is a good example of what we believe was an APPROPRIATE and POWERFUL use of features to enhance a message. In this case, the intention was to engage constituents to pray for a college campus somewhere in the country.
- Repeat impressions can be powerful!
- Some channels, such as Direct Mail and Email and Phone are going to drive direct, measureable response. Some channels such as banner ads, radio oftentimes, print tend to influence response, but not be as directly attributable. And there is another set of channels, especially in social media, that have proven to be great at engaging and interacting with constituent’s but have been less adept at garnering response.
- If you’re a good fundraiser, you have learned the fine art of measuring each channel at extraordinary detail. The problem, is that the way we’ve always done it doesn’t work as well as it used to – our culture has changed. Now, we need to measure by channels, AND measure by campaign.
- Traditionally nonprofit marketers are all about transactions, and brand advertisers all about relationships. We’ve GOT to maximize BOTH for long-term sustainable results.We must be about transactions AND relationships.
- For each campaign or strategy, ask how we can deepen/enrich relationship?
- STEVE: Studies have said that 40-60% of all donors and 80% of major donors go online to validate giving decisions, even though the vast majority have still never given one gift online. Last I heard, 40% of Haiti income was given through new media, but it’s almost exclusively old media that’s driving people to give.
- 1.3 million people watched U.S. President Barack Obama’s State of the Union speech live on the White House’s website — or at least on sites that embedded the official video. 13.9 million watched the inauguration on CNN.com alone a year ago. Twilight: MySpace just released their data and as it turns out, the stream garnered over 2 million uniques, and almost 3 million total viewers.STEVE: Has passed search as the #1 activity online. It’s the #1 thing Boomers do online.
- Haiti put text to give on the map of the general consumer, but text to give is limited. Mobile will begin to overcome the key limitations of text to give in 2010 (including limited gift amounts, lack of data, long processing times, etc.) with other mobile giving solutions – text to donate, secure mobile apps, etc.