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CaringBridge is a mid-sized nonprofit with two annual giving campaigns. Our campaign team presented this to members of Minnesota Council of Nonprofits on September 10, 2014.
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The Design, Content and Delivery of Effective Email and Social Media Campaigns
Brownbag: September 10, 2014
Welcome and Agenda
12:00 Introductions
12:10 Where to start
12:20 Email
12:30 Social
12:40 Other channels and considerations
12:50 Questions
1:00 Adjourn
Introductions
• Your Name• Organization name and size• Do you work with vendors (e.g. email, fundraising,
design) or do all campaign work in-house?
Who do we have here today?
Where to Start?
• Goals• Theme• Design assets• Matching gifts• Feature story• Timeline
What to consider when planning your campaign
Where to Start?
• Set based on baselines from previous years• Monetary goals• Engagement goals• # of donations
Goals
Where to Start?
Theme
• Name• Tagline• Visuals
Where to Start?
Design Assets
Don’t use the same thing everywhereThink of assets as an extended family
Where to Start?
• Start early • We’ve been securing matching gift
pledges for holiday 2014 throughout the year from major donors
• Anonymous or named preference
Matching gifts
• Timing of when you will advertise the matching gift
Where to Start?
• Start early• Find a compelling story that
captures the heart of what your organization does
• Get good photos and video if possible
• Have your story “captured”/written early
Feature Story
Where to Start?
Timeline
Engagement
• 1-2 weeks• Homepage• Email• Social
Ask
• 4 weeks• Direct Mail• Homepage• Email• Social
Thank You
• 1 week• Email• Social
Engagement Phase
2 weeks of engagement: Share a message of gratitude
Campaign Phase
• Announce campaign goal, match
• Introduce feature family
• Build urgency – count down, not too late
• Back-to-back final emails
Thank You Phase
Post-campaign: Thank you to campaign donorsShare results of campaign, their impact
Benefits of Email
Why Email• Everyone has an email address• Most direct way to reach people who’ve said they
want to hear from you• Relatively inexpensive (fraction of a cent per email)• Measurable results• Email drives traffic and conversions• Immediate feedback on what works or doesn’t
Email Segmentation
Customize content and track performance by segments.
Loyal donors: Thank you for sharing the power of connection with so many people this year through your faithful giving.
Lapsed donors: You have shared the power of connection with so many people through your past support.
Conclusion• Get started• Try out new features and segments over time• Have an idea? Test it• Align timing and messaging with your other
channels
SocialOverviewWhy use Social Media• Fragmentation of media landscape• Customers are now in control
• Joining conversations
• Awareness
Social Integration• Ensure social is a layer of your campaign and not a
separate effort
Social2013 Holiday Campaign
Social2014 Spring Campaign
SocialStrategyPlanning• Be a part of campaign planning
• Taglines• Theme should direct social copy• Follow email’s lead• Hashtags
Setting Expectations• Social is not an ATM
• 1,409,430 nonprofits in U.S. / 817,000<$100k in total revenue• Online giving rose 14% in 2013, but still accounts for less than
10% of total giving
Social
Conclusion• Set appropriate expectations
• CaringBridge focuses on awareness, while donations are bonus
• Be creative• Both in messaging and indirect asks• How do you stand out in the noise• Mix content for engagement and reach
• Leverage User Generated Content (UGC)
Other Channels and Considerations
• Use feature story• Utilize a matching gift• Quality photos• Test, test, test (package,
premiums, content, length) • Align with email if possible
Direct Mail
Other Channels and Considerations
• Coordinate with Email and Direct Mail• Identify key donors to follow-up who received an ask• Reference piece they just received, offer more
information, encourage a gift
OR• Use phone purely for thanking - great volunteer or
board task!
Phone
Other Channels and Considerations
• Engage or thank audience• Doesn’t have to be highly
produced• Can use on landing page,
in email, on donation thank you page
• Integrate into social media
Video
Other Channels and Considerations
• Make sure there is a campaign presence on your website.
• Homepage message with
clear call to donate
Website
Other Channels and Considerations
• Decide early what metrics to track and what your goals are • Dollars raised, # of gifts, hits to the
landing page, conversation rate on your donation form, etc.
• Schedule regular check-ins on the metrics • Daily or weekly• Try new tactics if you aren’t hitting
your goals.
Metrics
CaringBridge 2013 Holiday Campaign
Dec. 31, 2013: Our highest online giving day in CaringBridge history
Dec 30, 2013: The second highest online giving day in CaringBridge history
Met our $1 million fundraising goal
Results
Questions?
Thank you!For any follow-up question, please contact:
Social: Troy Daniels – [email protected] @_troydaniels
Design: Caryn Pagel – [email protected] @carynrlp
Direct Mail/Fundraising: Susan Umlor – [email protected]
Email: Michelle Van Engen – [email protected] @m_vanengen
