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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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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

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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