Year-end campaigns no longer consist of three different types of direct mail pieces; they are now a tangled web including online and offline tactics. Social and mobile are central communication hubs, always by a donor’s side and being checked and updated constantly. If your year-end campaign does not integrate these channels, your fundraising results are at risk of being a pile of coal…. This presentation demonstrates how to integrate these channels, make it seamless for supporters and optimize the experience.

1. THE IMPORTANCE OF SOCIAL & MOBILE
IN YEAR-END CAMPAIGNS
August 22, 2012

2. Tangled Web
Appeal Direct Social
EMail Website
Mail Media
Mobile Mobile
Email Website
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3. Tangled Web
Appeal
Direct Mobile Mobile Social
EMail Website
Mail Email Website Media
Engage
Mobile
Mobile Landing Social
Website Landing
Website Page Media
Page
3

4. Tangled Web
Appeal
Direct Mobile Mobile Social
EMail Website
Mail Email Website Media
Engage
Mobile
Mobile Landing Social
Website Landing
Website Page Media
Page
Donate Online Mobile
Reply
Donation Donation
Envelope
Form Form
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5. Tangled Web
Appeal
Direct Mobile Mobile Social
EMail Website
Mail Email Website Media
Engage
Mobile
Mobile Landing Social
Website Landing
Website Page Media
Page
Donate Online Mobile
Reply
Donation Donation
Envelope
Form Form
5

6. Tangled Web
Appeal
Direct Mobile Mobile Social
EMail Website
Mail Email Website Media
Engage
Mobile
Mobile Landing Social
Website Landing
Website Page Media
Page
Donate Online Mobile
Reply
Donation Donation
Envelope
Form Form
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7. Holes in Your Campaign
Appeal
Direct
EMail Website
Mail
Engage
Landing
Website
Page
Donate Online
Reply
Donation
Envelope
Form
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8. Our Focus Today
Appeal
Mobile Mobile Social
Email Website Media
Engage
Mobile
Mobile Social
Landing
Website Media
Page
Donate Mobile
Donation
Form
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9. #1 – Mobile Donation Form
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10. #1 – Mobile Donation Form
 How? – depends on the system
 Streamlined
 Easy navigation
 Mobilized styles
 Thank you pages should be mobile friendly
 Don’t forget about social
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11. #2 – Email Mobilization
Source: Litmus Email Analytics July 2012 11

12. #2 – Email Mobilization
Source: Litmus Email Analytics July 2012 12

13. #2 – Email Mobilization
Source: Litmus Email Analytics July 2012 13

14. #2 – Email Mobilization
 Separate template, not a
separate email
 Variable width design
 Small images
 Prioritize content
 Calls to action at top
 Double space clickable links
 Link to mobilized pages
 Don’t forget about social
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15. #3 – Mobile Landing Page
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16. #4 – Social Media
 Reach a different audience than those in your
housefile
 Build Awareness
 Keep your organization top of mind between
direct mail & email contacts
 Platform to demonstrate value with rich media
 Coordinate and reinforce campaign messaging
 Communicate campaign status
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17. #4 – Social Media
 Volunteers of America
 Used social media to build awareness of their
Sidewalk Santa and Spirit of Giving campaigns
before asking for donations.
 Continued to share facts about the program
throughout the campaign.
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18. #4 – Social Media
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19. #4 – Social Media
 JDRF
 Throughout the year, JDRF uses social media to
communicate how the organization is working to find
a cure for diabetes.
 When donors receive a year-end ask, they are less
likely to wonder if their donation is making an
impact.
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20. #4 – Social Media
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21. #4 – Social Media
 Be The Match
 BeThe Match used social media to reinforce their
year-end campaign message.
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22. #4 – Social Media
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23. #5 – Mobile Website
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24. Making the Case
Not Mobilized Mobilized
Total Email File 25,000 25,000
38% Mobile Readers 9,500 9,500
70% Delete if Not Mobilized 2,850 9,500
3% Read on Another Device 3,135 9,500
2% Response Rate 63 190
Average Gift $93.67 $93.67
Donations Through Emails $5,901 $17,797
Received on Mobile Devices
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25. What to do now?
 Find out how many of your emails are being
opened on mobile devices & run the numbers.
 Find out how much traffic your website is getting
from mobile devices, look at specific pages,
including your donation pages.
 Prioritize how to integrate social and mobile into
your year end campaign paying close attention to
ROI.
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