The document outlines best practices for implementing multi-channel marketing campaigns, emphasizing collaboration, structured planning, and personalized engagement to enhance donor relations for non-profits. It highlights the importance of consistent messaging across platforms and provides examples of successful campaign strategies, including segmentation and personalized offers, that led to substantial increases in donations. Additionally, it discusses effective email and direct mail tactics, as well as the integration of social media to maximize outreach and impact.

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T h e B e s t P r a c t i c e s
C o n fe r e n c e f o r
S e l l i n g
I m p l e m e n t i n g
& P r o d u c i n g
M a r ke t i n g S o l u t i o n sw w w. a p p fo r u m . o r g
Not-for-Profit Campaign
Implementation
Joseph Manos
E x e c u t i v e V i c e P r e s i d e n t
MindFireInc

2. Presentation Overview
 Preparing for a successful implementation of the
integrated, multi-channel marketing campaign
 Definition of delivered services
 Pricing methodologies
 Campaign brief planning tool
 Services Deliverables
 Campaign Planning & Architecture
 Design & Set-up of the Campaign
 Three actual campaign implementation examples
 Q & A

3. Service definition
Provide a solution to help the development officer
achieve improved results across all donor categories
• Annual campaign planning including analysis
• Creative development
• Campaign execution including production
• Call training
Best practice is to bundle the services together as one price
ranging from $50 - $150K. The programs could also be sold
separately. raise money from alumni

4. Solution for Success – how our customers
make it work!
Price the campaign so clients pay an annual fee vs.
having separate line items for each service
 Providing each line item can get confusing for the
client and makes generating a high profit margin
more difficult
 Many campaigns take 1 -2 phases to begin building
momentum
 Not getting annual buy -in gives the client the
opportunity to drop the campaign before any
momentum is created

5. Solution for Success – how to make it
work!

6. Solution for Success – how our customers
make it work!

7. Campaign Brief Overview
 This document is a planning
document
 It enables you to gather all of
the critical elements for the
project
 It identifies what the
customer needs to provide
you to get started and when
you need it
Preparing for Campaign Success

12. This is an example of a basic
campaign brief. For more complex
programs, the list of required
planning data increases!

13. Test, Test, Review, Test Again
Test all parts of Program
 What to test
 E very th in g !
 Trig g ers
 Links
 Pay men t A p p s
 S oc ial sh are
 Review with customer prior
to launch
 Revise, Test, Review, Launch

14. Services deliverables
Solicitation
Planning
• Solicitation
calendar
• Solicitation
architecture
• Segmentation
strategy
• Analysis of past
results
Creative
Development
• DM and email
design
• Landing pages
• Strategic
content assets –
videos and other
relevant content
Campaign
Execution
• Programming all
of the
components
• Production of
DM and Email
• Solicitation
analysis
Call Training &
Follow-up
• Call
prioritization
• Stories/call
scripts
• Role playing/
Zenarate

15. Best practices: Campaign planning
Strategic focus is on retaining current donors and trying to
identify and develop target list of new donors
 Analysis of giving behaviors of donors at the beginning of
each fiscal year to identify giving trends
 W h en are th ey g ivin g ?
 How are th ey g ivin g ?
 Did th ey g ive b efore an d stop ?
 Create deeper segmentation and drive relevant
communication across all touches
• In teg rate th orou g h steward sh ip p roc ess so th at d on ors
are c on sisten tly b ein g u p d ated with th in g s h ap p en in g
at th e in stitu tion b ec au se of th eir g ift

16. Best practices: Campaign Architecture
Database
Outbound channels
• Messaging must be consistent in all outbound channels and integrated into a
seamless campaign
• Direct mail continues to be largest driver of response
• Relevant direct mail and e-mail can’t replace ALL efforts (phonathon, personal
solicitations, etc.). Relevant tactics should complement other efforts

17. Best practices: Campaign Architecture
 What types of print pieces are we sending to each
segment?
 Everyone or just LYBUNTs & SYBUNTs?
 Is End of year receipts (EOFY) an important part of
your campaign?
 What is your email strategy?
 How often do we send them?
 Who receives them?
 How are they tied into the rest of the solicitation
calendar?
 Are we sending some emails without a hard ask for a
gift?

18. Contact
information
Variable ask
amount
Donor
Status
Major Athletics
Best practices : Creative development

19. Variable video or
image
Variable copy
Continuous
countdown
Social Media link
Best practices: Creative development
Personalizedmicrositestoallowbettertrackingandeaseofdonation

20. Best practices: Call training
 Have they defined the key stories they need to use
to make phone calls?
 Are the callers practicing the stories so that they
gain confidence and can handle all the objections
 Use engagement and donor history to prioritize
phonathon calling schedule to maximize ROI

21. Not-for Profit Campaign
Creation
Semi-Complex Campaign Example

22. Raising the Bar on Donations

23. Annual Appeal Campaign
Overview:
 Morris Habitat for Humanity
 Annual appeal campaign using traditional direct mail
 Standard Package:
 #10 outgoing envelope
 Gift Card
 Broc h u re
 R esp on se en velop e
 For their 25th Anniversary Appeal Program they
decided to leverage an interactive, multi -touch,
personalized campaign to maximize their efforts and
increase their overall return on investment

24. Goal: 25% Increase in Donations!
Objectives:
 MHFH wanted to raise the bar in a big way
 Goal: 25% increase in donors and average gift amount
 Raise $100,000
 Leverage Challenge Grant of $25,000 (reach $100,000)
Target List:
 In-house list of 12,528
 Segmented in three groups :
 Don ated over a c ertain level
 Previou s g en eral d on ors
 S olic ited – n o d on ation mad e

25. Messaging Strategy for three groups
Strategy:
 Each group approached with mix of media
 Mix of Traditional and Multi -Touch Techniques
 Test and evaluate the effectiveness of each method
 Demonstrate measureable results
Joe’s Coaching Tip
This is a great approach to reduce the resistance of
your customer to new approaches. By creating a
dynamic program that uses the best performing
elements of past programs, as well as, new innovative
approaches, you achieve the best of both worlds! It
makes it easier to get to a YES, let’s do it!

26. Creative Strategy
Building Hope…Changing Lives.
Yesterday…Today…Tomorrow.
 Messaging to target audience varied by group
 Theme and overall look remained the same for all
 Each version:
 E xp lain ed th e g oals
 Noted p reviou s d on ation amou n ts
 E n c ou rag ed d on ors to in c rease b y 2 5 %
 Emotional incentive – told of the $25,000 challenge
grant

29. The Offer
Two Offers:
 Top level donors were offered a lifetime discount
at the ReStore
 R ec eive a c ard for u se
 The rest of the group
 25% discount coupon at ReStore
 Down load ab le after c omp letin g a su rvey on lin e

30. PHASE3:POSTSHOW
will$contact$you$shortly$$
to$set$up$your$mee=ng$or$demo
Campaign Workflow
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Campaign Workflow
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31. Results
Well designed program delivers desired results!
 Segmenting the database allowed for simple,
consistent, yet highly effective messaging to each
group
 Overall donations increased 84%
 The average gift increased 70%
 Total number of donors increased 28%
 Revenue goal was achieved
 Clearly the cross media approach had a major impact
versus simply receiving a letter in the mail
 We have viewed similar improved program results
across our entire customer base

32. Not-for Profit Campaign
Creation
Complex Campaign Example

33.  Level 1
 Level 2
 L e v e l 3
 L e v e l 4
 L e v e l 5
 Level 1
 Level 2
 L e v e l 3
 L e v e l 4
 L e v e l 5
Raising Over $6,000,000 With !
One Multi-Channel Marketing Campaign
How One to One Group Helped NC State Student Aid Association
Increase Members Engagement and Donations
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35. Campaign Objectives
Woflpack and One to One Group worked closely to plan and
execute a targeted marketing campaign with the following
objectives:!
• Increase members' engagement by creating a personalized and
relevant experience!
• Increase member renewal rate!
• Increase average donation value per member!
Wolfpack raises about $20 million a year to provide the funding
necessary for the student athletes. !
Membership fees, collected annually, are the primary source of
funding.As shown in the table to the right, these fees range from the
$120 “Teammate Club” member to the $30,000 “Lone Wolf.”

36. Target Audience
!
The campaign targeted!
13,000 members:!
alumni, friends, and!
fans of The Wolfpack Club.

37. Creative Strategy
Wolfpack Club executives and the One to One team met in
October 2013 to develop the creative strategy and prepare to
launch the campaign the following January.!
Sitting around the planning table, Wolfpack presented their idea
to One to One with a rough sketch, hand drawn on a notepad
with a pencil — a simple but brilliant idea:!
“Signing Day” is an important day in a student athlete’s life: all
the high school seniors and graduates, whether they are playing
football, basketball, baseball, or any other major sports, have a
Signing Day when they declare their commitment to their team
in writing. It’s a big deal.!
Wolfpack wanted One to One to incorporate Signing Day into
their campaign by tying it to the member’s commitment to the
club. !
This creative idea turned out to be extremely effective.
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38. Campaign Architecture
Once the campaign objectives, target audience, and key
communication points were decided, One to One architected a
multi-channel personalized marketing campaign to execute the
strategy.!
In conjunction with direct mail, which had traditionally been used
as the main vehicle to invite members to pay their dues, the One
to One team developed and deployed a series of targeted,
personalized emails inviting members to visit a microsite where
they could conveniently make a payment online.!
The payments were processed without requiring members to
leave the microsite and each member was presented with three
payment options, personalized based on her or his membership
status and last year’s donation amount.!
They also integrated the microsite with several social media
widgets to let members easily share their pride of membership
with their fans, friends, and followers via Pinterest, Facebook,
and Twitter.!
You can see the campaign workflow on the next page and on
following pages we’ll review 6 key factors that contributed to the
success of this $6,000,000 campaign.
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39. 6 Key Success Factors
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40. ! ! The “Soft” Launch
Strategic integration of offline and
online channels!
As in most fundraising marketing programs, direct mail is a key
component of the campaign media mix. Wolfclub traditionally relied
upon mailing as the main — if not the only — channel to request
members to pay membership dues and make donations.!
In this campaign, One to One sent a simple out email giving
members a heads-up and asked them to make a donation, before
sending out the mailers.!
This soft launch approach resulted in reducing the target mailing list
from 13,000 contacts to about 10,000 — significantly reducing the
printing and mailing costs. !
In addition, the email delivered a personal message and invited the
members to watch a video from the Club’s president — a friendly
way to get members more engaged and involved with the club.
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41. ! ! Effective Direct Mail
Creative and relevant messaging!
The direct mail piece was designed inline with the campaign’s
overall creative “Signing Day” theme. !
In order to keep the members informed about the events at the club
and remind them how their contribution made a difference in
students’ lives, it provided members with key facts about the Club’s
previous activities as well as its future plans.!
The clear call to action offered data-driven options for payments.
Many members chose to mail their checks directly to the Club and
many others visited their personalized microsite. !
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42. ! ! Nurturing Emails
Advanced personalization in copy
and visuals!
Most marketers don’t really leverage their customer data and
personalization is oftentimes limited to simple greetings. !
One to One took a different approach. They personalized their
messaging using key pieces of member data points:!
• Years of membership!
• Membership levels!
• Lifetime givings!
• Last year’s payments!
In addition, they used variable imagery to make an email that stood
out and drove actions. (See the figure to the right)
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43. ! ! Personalized Microsite
Data-driven customized offers!
Each member was offered 3 options to choose from:!
1. Increase their membership level to the immediate higher tier
(personalized for each member based on their data)!
2. Donate a gift worth 10% more than what they gave last year!
3. Renew at their existing membership level!
The first option requested the members to jump to a higher level which
would require them to pay a relatively much larger amount.!
The second option only asked for a small (10%) increase over what they
had given the previous year.In order to make the decision-making much
easier, exact amounts were calculated and offered. More than 25% of
online respondents chose this option.!
These carefully designed offers resulted in an increase of 10% in the
overall amount donated. Data-driven marketing in action!
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44. ! ! Seamless Payment Integration
Convenient payment options!
In previous years, when members wanted to pay the renewal fees or
make a gift, they were instructed to login to a separate payment portal. !
This required the members to recall their username/password for a portal
that they probably had not logged into since the previous year, or even
worse, they had to create a new account — just to make a payment.!
One to One Group decided to make the payment process as easy as
possible. They used MindFire Studio’s Payment App to integrate the
Microsite with the Wolfpack’s Authorize Net account. !
This way, members were able to simply click on one of the offers to select
the payment amount, enter their credit card information, and hit “Submit”
to make their payments. !
The Microsite also provided additional options including: payment by
phone, monthly credit drafts, and partial payments.
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45. ! ! Spreading the Word
Clever usage of social media!
Knowing how proud Wolfpack members felt when contributing to their
beloved club, One to One Group used clever messaging to encourage
members to spread the word with their social networks: !
The default message for Facebook and Pinterest was written starting with
a BREAKING NEWS headline, personalized with each member’s name,
announcing the contribution he or she had made. (See examples to the
right) !
Members would share their commitment as if it was announced by a major
news source — making them feel even more proud of their commitment.
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46. Over!
$6,000,000
raised in about 2000 transactions

48. How Did They Do It?

49. Campaign Workflow

52. Target Lists
Channels
Triggers
Microsites
Payment app

53. Checkout page
Personalization

54. Summary
 Not-for-Profits are searching for the “secret sauce” for Big Results
 Integrated, personalized, multi-channel marketing programs are
delivering significantly higher results versus Traditional Programs
 Groups and associations will partner with innovative service
providers
 With the right partner, these programs don’t take an army to build
for your customers
 Find a partner that can help you achieve success!

55. Questions?

56. Thank You!
For more information or help…
Joseph Manos
Executive Vice President
MindFireInc
jmanos@mindfireinc.com
Mobile 916-284-8112

57. Re p l a c e w i t h a d d i t i o n a l c o p y
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