SlideShare a Scribd company logo
Taking Leadership Online ,[object Object],[object Object]
What’s the Point?  Integrated Marketing Case Study 1 7 Steps to Success Questions Case Study 2
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[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Relationship Seeker  (29%) Most likely to respond to opportunities to connect emotionally with your organization online. Casual Connector  (41%) The largest of the three clusters, question after question this group appears to “split the difference” in terms of attitudes and preferences. All Business  (30%) Does not appear to be looking for a relationship or emotional connection.
It’s not demographics that define donors, it’s their  behavior Each requires a  customized, targeted marketing approach  to capitalize on their giving Understanding proclivities of donor base creates  huge opportunities to customize a fundraising strategy
[object Object],[object Object],[object Object]
 
CEO Program VP Dev. VP Membership & Marketing Communications F&A IT Webmaster Direct  Marketing Major gifts Advocacy
Major/Donor Mid-Donor/ Super-activist   Small Donor/Activist Website Visitor Points of Entry Search/PR/Mktg/Events Drive Web Traffic  Sticky Site/Integrated Mktg Drives List Growth Integrated Mktg Cultivation  Integrated Marketing Pyramid Integrated Mktg Cultivation Integrated Mktg Cultivation Brand  Awareness List Member/Community Framework for Integrated Online Marketing, Communications, and Fundraising
March Madness: Launching a Successful Integrated Campaign Nancy Haitch IRC Deputy VP, Development June 12, 2009
March Madness : Launching a Successful Integrated Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object]
About IRC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],About IRC
Genesis of the Campaign ,[object Object],[object Object],[object Object]
Learning from the Past ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Learning from the Past
Elements & Outcomes ,[object Object],[object Object],[object Object]
Elements & Outcomes ,[object Object],March 4 --Announcement --Breaking News E-Alert March 5 --Petition on Care2 --Personalized Outreach for Petition March 8 --Robo Call March 11 --Phone Briefing March 12 --Urgent-Grams Mail --Phone Briefing thank-you, podcast, appeal, & petition nudge Ongoing Media Activities
Elements & Outcomes Communications
Elements & Outcomes Advocacy
Elements & Outcomes Advocacy Acquired 5,000 emails
Elements & Outcomes Advocacy
Elements & Outcomes Fundraising ,[object Object],[object Object]
Elements & Outcomes Fundraising:  E-Appeal ,[object Object],[object Object]
Elements & Outcomes Fundraising:  Urgent-Gram ,[object Object],[object Object],[object Object]
Looking Ahead ,[object Object],[object Object],[object Object],[object Object]
Thank you!
June 12, 2009 Jono Smith, VP of Marketing Network for Good Network for Good:  Online Fundraising Case Study
Meet Network for Good
How much is being raised online? Network for Good DonateNow Subscribers April 30, 2008-April 30, 2009
Case Study: Enterprise Community Partners ,[object Object],[object Object],[object Object],[object Object],[object Object]
Online Strategies vs. Tactics ,[object Object],[object Object],[object Object]
2009 Online Fundraising Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2009 Online Fundraising Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
10-Point Online Check-Up ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Website: Before Redesign
 
Online Giving Requirements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Rate the Donor Experience
2009 Online Fundraising Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is Social Media? ,[object Object]
Reality Check Social media is not a silver bullet for online fundraising.
5 Steps to Social Media Success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Donor Personas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ladder of Engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2009 Online Fundraising Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Touchpoints drive donors closer – or push them away – as they engage with you through the Donor Relationship Lifecycle. ,[object Object],Selection Knowledge Consideration Awareness Satisfaction Loyalty Advocacy Google AdWord Website Visit Video Story Online Donation Thank You Email Email Marketing
[object Object]
Create Donor Stewardship System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Has Worked ,[object Object],[object Object],[object Object],[object Object],[object Object]
Next Steps ,[object Object],[object Object]
Wired Wealthy  Tactic Take-Aways
1. Segment
2. Website: Engaging, inspiring and easy to use .
3. Noteworthy email
4. Give them what they have already adopted
4. Give them what they have already adopted
5. Integrated and Multi Channel Marketing
6. Experiment: 10% Risk Capital
7. Measure. .
 
[object Object],[object Object],[object Object],[object Object]
 

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