With more and more communications channels out there, your supporters are getting bombarded with more and more messages from for-profit and non-profit sectors alike.
So how can you make sure your organization stands out? (Hint: it’s not by jumping on the next social media tool.)
In this online seminar, we will share a case study and suggest ways you can build stronger campaigns by taking inspiration from your brand, and carrying your story strategically across many platforms.
The take-aways?
The anatomy of a good multi-channel campaign
12 Tips to make your campaign stronger
Why Teams call analytics are critical to your entire business
Big duck venturneer_fundraising
1. Multi-channel
Campaigns
Ways your brand can help you raise more
money and awareness
November 9, 2011!
Farra Trompeter
@farra
Click to edit Master text
4. What we’ll cover
• Why multi-channel campaigns?
• Case study: National Military Family Association
• 12 ways to make your multi-channel campaign
stronger
Click to edit Master text
#NPcampaigns
10. Or like this?
Image: http://magicref.tripod.com/books/hollingworthonceuponatime.htm
Click to edit Master text
#NPcampaigns
11. Tell a compelling story, everywhere
• Multi-channel enhances donor lifetime value
• 10% of all donors are online; 1 of 6 join online
• Online-acquired, multi-channel donors are worth
up to 3 times more than online-only donors
• 32% of online acquired donors switch to be
offline donors in year-two
Convio, Integrated Multi-Channel Marketing
Blackbaud donorCentrics Internet & Multichannel Giving Benchmarking Report
Click to edit Master text
#NPcampaigns
12. How you stand out
• All communications should reflect a cohesive
and compelling brand
• Build your communications calendar around 3-4
campaigns a year
• Repeat the same story across multiple channels
Click to edit Master text
#NPcampaigns
14. A multi-channel campaign connects a
series of communications with…
• A problem
• A solution
• A goal
• A timeline
• An action your audience can take
Click to edit Master text
#NPcampaigns
24. Lessons Learned
• List is responsive to actions and donating—do
more campaigns year-round.
• Room to improve click-through and response
rates (significantly lower than industry-average).
• Open rates and average gifts are above average
and show great potential for future efforts.
• 3 of 4 online gifts from first-time donors. In 2011,
cultivate and engage these donors more to
attract repeat gifts.
Click to edit Master text
25. 12 ways you can make your
campaign stronger
Click to edit Master text
26. 1. Identify & prioritize your internal
goals
• Raise money
• Build your list
• Cultivate the list
Click to edit Master text
#NPcampaigns
27. 2. Find the biggest news in your space
Click to edit Master text
#NPcampaigns
28. 3. Connect that news to your
organization’s short-term goals
Click to edit Master text
#NPcampaigns
29. 4. Find the specific problem this news
can help you solve
• RAND study shows kids of deployed parents
need support more urgently than ever
Click to edit Master text
#NPcampaigns
30. 5. Set an achievable goal for how
you’ll solve that problem
• Raise $100,000 to help fund
Operation Purple next year
• Build a wall of honor the kids
can see at the camps
Click to edit Master text
#NPcampaigns
32. 7. Craft your campaign calendar
around goal deadlines
• Typical year-end
timeline is 1-2 months
• 1 direct mail appeal
• 3-5 emails
• Start campaign w/
non-donation asks
• Increase appeal
frequency around
deadline
Click to edit Master text
#NPcampaigns
33. 8. Reflect your organization’s tone &
style
Click to edit Master text
#NPcampaigns
34. 9. Focus each message on one call to
action
• Make a gift
• Post your picture to our wall of honor
Click to edit Master text
#NPcampaigns
35. 10. Tell the same story in all elements
• Consistent story/imagery
• Consistent goal/deadlines
• Campaign-specific donation page
• Campaign-specific thank you page/email
• Campaign-specific web promotion
• Reference URL in direct mail appeal
Click to edit Master text
#NPcampaigns
36. 11. Report back to your audience
about impact
• During campaign,
post progress,
updates, photos
• After campaign, send
a thank-you email
and report progress
Click to edit Master text
#NPcampaigns
37. 12. Analyze the results to inform the
next campaign
• Open/clickthroughs
• Donation page
conversion rate
• Response rate
• Average gift
• Compare against
previous year
Click to edit Master text
#NPcampaigns
38. 12 ways you can make your campaign
stronger
1. Identify and prioritize your goals
2. Find the biggest news in your space
3. Connect it to your org’s short-term goals
4. Find the specific problem this news can help
you solve
5. Set an achievable goal for how you’ll solve it
6. Select the right channels to reach your
audiences
Click to edit Master text
#NPcampaigns
39. 12 ways you can make your campaign
stronger
7. Craft your calendar around deadlines
8. Reflect your organization’s tone and style
9. Focus each message on one call to action
10. Tell the same story in all elements
11. Report back to your audience on impact
12. Analyze the results to inform the next
campaign
Click to edit Master text
#NPcampaigns
40. Contact Us
www.bigducknyc.com
http://feeds.feedburner.com/TheDuckCall
www.facebook.com/bigduck
http://twitter.com/bigduck
Click to edit Master text
#NPcampaigns
41. Contact Me
farra@bigducknyc.com
twitter.com/farra
linkedin.com/in/farra
slideshare.net/farra
Click to edit Master text
#NPcampaigns
43. Resources
• Brandraising: How Nonprofits Raise Visibility and Money
Through Smart Communications, Sarah Durham
www.amazon.com
• www.bigducknyc.com
• http://www.bigducknyc.com/casestudies
• www.bigducknyc.com/blog
• 12 Ways You Can Make Your Campaign Stronger
• Your Path Storybook Year-End Fundraising…
• Flex your multichannel muscles…
Click to edit Master text
#NPcampaigns