Nonprofits need to be smarter than ever today with their marketing and acquisition efforts. Budgets are tight and you need to put together effective, results driven campaigns.
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Marketing for Nonprofits
1. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Cross Media Fundraising for Nonprofits
Rich Stender Wes Powell Niel Stender
SVO, Inc. TMR Direct SVO, Inc.
rich@svoprinting.com wpowell@tmrdirect.com niel@svoprinting.com
Enter Questions/Comments in the chat box
2. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Agenda
1. How fundraising has changed
2. What are the fundraising channels?
3. How should each of them be used?
4. How do the channels work together?
5. Case study demonstrating the channels working
together
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
3. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Fundraising is Changing
has changed
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
4. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Traditional Marketing = Outbound
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
5. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Outbound Marketing is Broken
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
6. D e l i v e r i n g M e a s u r a b l e R e s u l t s
So … what are these new channels?
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
7. D e l i v e r i n g M e a s u r a b l e R e s u l t s
What are the fundraising channels/tools that go
into a cross-media or multi-channel effort?
•Direct Mail
•Handouts/Printed Material
•Email
•pURLS/Landing Pages
•Social Media (Facebook, Twitter, LinkedIn,
YouTube)
•QR Codes
•Blogs
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
8. D e l i v e r i n g M e a s u r a b l e R e s u l t s
How Should The Channels be Used?
Direct Mail
•Excellent for acquisition
•Good for reactivation
•Not as cost effective for
retention strategies
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
9. D e l i v e r i n g M e a s u r a b l e R e s u l t s
How Should The Channels be Used?
Handouts/Printed Material
•Special Events
•Drive readers to:
•Social Media
•Landing Pages
•Mobile Site via QR code
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
10. D e l i v e r i n g M e a s u r a b l e R e s u l t s
How Should The Channels be Used?
Email
•Ineffective for acquiring new donors
•Great for staying in touch with donors –
providing information on how money is being
spent
•Event Announcements
•Special Appeals
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
11. D e l i v e r i n g M e a s u r a b l e R e s u l t s
How Should The Channels be Used?
pURLs/Landing Pages
•Increase conversion rates
•No navigation
•Personalized
•Have a compelling offer
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
12. D e l i v e r i n g M e a s u r a b l e R e s u l t s
How Should The Channels be Used?
Social Media
•Expand reach
•Spread your really great
content
•Communicate with
donors/fans
•Links back to landing pages
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
13. D e l i v e r i n g M e a s u r a b l e R e s u l t s
How Should The Channels be Used?
QR Codes Mobile
Site/Optimized Website
•Easy to respond
•Capture people in the moment (they don’t
have to go to a computer)
•Drive from offline mediums to online
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
14. D e l i v e r i n g M e a s u r a b l e R e s u l t s
How Should The Channels be Used?
Blogging
•Pull in visitors through search
•Expand your reach through
subscribers
•Communicate with donors/fans
•Target keywords you want to be
found for
•Increase the power of your
website
•Position yourself as an expert
•Tell powerful stories
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
15. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Sample Integrated Marketing Campaign
Facebook Collateral DM #1 Letter
Senders
Blogging DM #2 Card
Email
Twitter
DM #3 Letter
Optimization DM #4 Card
CTA Button Mobile Site pURL
Receivers
Website 1-800
Home Page
Email & Landing Response
Nurture Pages Card
1-800
719.636.1303 | www.TMRdirect.com
16. D e l i v e r i n g M e a s u r a b l e R e s u l t s
SVO Case Study – Morris Habitat for Humanity
www.
MichaelGallegly.
MorrisHabitat25th.com
Personalized URL
Your last gift
of $50.00…
Leverage the data Customized
imagery
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
17. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Personalized urls and microsites
www.MichaelGallegly.MorrisHabitat25th.com
Engage respondent with relevant content
in direct mail, including a personalized
URL and QR code
Capture online response
Continue “personal” conversation online
Generate highly qualified leads
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
18. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Automated follow up to
respondents
Automatically triggered follow-up
email to each respondent
Variable email content determined
by survey responses
Continued personalized
communication solidifies the
relationship
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
19. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Automated lead distribution
Fred,
React immediately to donors John Sample just responded to your
campaign.
Distributed via email or cell phone Contact information:
123 Main Street
Anytown, NJ
(555) 547-1234
Survey Results:
May I call you to discuss? Yes
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
20. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Additional Channels
• Social media
• Email
• Special events
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
21. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Reporting and analytics
All visits and online activities are
tracked
Reports to help “fine tune” your
fundraising
Automated data delivery
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
22. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Results
84% increase in overall donations
70% increase in average donation
amount
8% increase in number of donors
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
23. D e l i v e r i n g M e a s u r a b l e R e s u l t s
1 Hour Strategy Call – We’ll analyze your current
fundraising efforts and strategy to identify areas for
improvement
Rich Stender Wes Powell Niel Stender
SVO, Inc. TMR Direct SVO, Inc.
rich@svoprinting.com wpowell@tmrdirect.com niel@svoprinting.co
m
973-983-8380 Ex. 11 719-636-1303 Ex. 131
973-983-8380 Ex.
13
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
24. D e l i v e r i n g M e a s u r a b l e R e s u l t s
Questions?
Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com