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To raise money in the 21st Century, you have to get creative. But that doesn't mean leaving direct mail behind. They key is to focus on integrating direct mail fundraising campaigns with internet media.In this presentation, you'll learn how an environmental nonprofit integrated direct mail with online media to: * increase its average gift by nearly $50 * triple the number of donations from the previous year * raise $450,000 in 6 weeks
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Fundraising SuccessIntegrating the Internet with Direct
Mail to Bring in Money in '09
With Integration You Can• Design powerful
fundraising campaigns• Engage donors• Reach new supporters• Raise more money and
spend less• See more results more
quickly
Integration for Success: A Case Study
How an Environmental Organization Integrated Direct Mail & the Internet
to Fly Past Its Fundraising Goals
Year-End Campaign
• Goal: Raise $175,000 in 6 weeks
• Convert prospects to donors• Resources and staff time
The Plan: 6 Weeks
• 1 direct mail appeal to major donors• 1 direct mail appeal to minor donors and
prospects• 4 email appeals• 1 enewsletter• Social media & website integration
Strategy• Experiment with online media• Matching gift• Deadline• Goal• Premium gift• Tell a friend page• Test & monitor• Listen to feedback
Direct Mail Appeals
• 2 pages, front and back• Not customized by amount• Return envelope featuring image of premium• Slightly different language and ask for major
donor appeal• Gift amounts starting at $35 for minor donors,
$1,000 for major donors
Feedback: What inspired you to give?
• “I strongly support the work you do and I like the contents of the gift bag.”
• “The gift is interesting, good marketing! My wife subscribed to your emails.”
• “I receive your emails and thought this would be a great time to donate (doubling of money and the free gift bag!)”
Results: Money Raised
Results: Donations
What Made it So Successful?
Strategic Integration, Testing, Timing
• Integration of direct mail and online media• Segmented direct mail appeal• Well formatted, strategically timed emails • Testing different email content, senders, and
subject lines• Splash page on the website• Integration with organization’s blog,
Facebook, YouTube, and enewsletter
Incentive to Donate, Feedback, Follow Up
• Matching gift • The premium gift bag with a $135 donation • Goals and deadlines • Soliciting feedback• Follow up email
You Can Do It, Too
How You Can Succeed
• Plan ahead• Build your email list• Integrate the internet with your existing direct
mail plan• Test & analyze• Have a solid, easy-to-navigate website• Develop & implement a social media strategy
Tips for Converting Direct Mail Copy to Email
• Shorter is better – whole email, sentences, paragraphs
• Calls to action throughout• Bold formatting• Call to action box• Visual representation of progress and goal
Tips for Getting Started1. Establish goals, determine resources, then
create an online strategy2. Integrate the internet with existing direct
mail fundraising plan3. Set a budget4. Prioritize social media pieces you want5. Don’t be afraid to experiment
Raise More Money
Raise More Money
It All Comes Down to Data
• Personalize emails and letters• Save money • Profile your list to target new donors• Raise more money with variable asks• Easier process to manage internally
Kimberly L. SanbergIgnitus Strategies
[email protected]://IgnitusStrategies.com
www.twitter.com/ignitus612.812.0188
View this presentation on Slideshare:http://www.slideshare.net/ignitus
Ready to raise more money? Contact us.
