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Year-end campaigns no longer consist of three different types of direct mail pieces; they are now a tangled web including online and offline tactics. Social and mobile are central communication hubs, always by a donor’s side and being checked and updated constantly. If your year-end campaign does not integrate these channels, your fundraising results are at risk of being a pile of coal…. This presentation demonstrates how to integrate these channels, make it seamless for supporters and optimize the experience.
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THE IMPORTANCE OF SOCIAL & MOBILEIN YEAR-END CAMPAIGNS
August 22, 2012
22
Appeal
Tangled Web
Direct Mail
EMailSocial Media
Website
Mobile Email
Mobile Website
33
Tangled Web
Direct Mail
EMailSocial Media
WebsiteMobile Email
Mobile Website
WebsiteLanding
PageMobile Website
Mobile Landing
Page
Social Media
Engage
Appeal
44
Tangled Web
Direct Mail
EMailSocial Media
WebsiteMobile Email
Mobile Website
WebsiteLanding
PageMobile Website
Mobile Landing
Page
Social Media
Reply Envelope
Online Donation
Form
Mobile Donation
Form
Engage
Appeal
Donate
55
Tangled Web
Direct Mail
EMailSocial Media
WebsiteMobile Email
Mobile Website
WebsiteLanding
PageMobile Website
Mobile Landing
Page
Social Media
Reply Envelope
Online Donation
Form
Mobile Donation
Form
Engage
Appeal
Donate
66
Tangled Web
Direct Mail
EMailSocial Media
WebsiteMobile Email
Mobile Website
WebsiteLanding
PageMobile Website
Mobile Landing
Page
Social Media
Reply Envelope
Online Donation
Form
Mobile Donation
Form
Engage
Appeal
Donate
77
Holes in Your Campaign
Direct Mail
EMail Website
WebsiteLanding
Page
Reply Envelope
Online Donation
Form
Engage
Appeal
Donate
88
Our Focus Today
Social Media
Mobile Email
Mobile Website
Mobile Website
Mobile Landing
Page
Social Media
Mobile Donation
Form
Engage
Appeal
Donate
99
#1 – Mobile Donation Form
1010
#1 – Mobile Donation Form
How? – depends on the system Streamlined Easy navigation Mobilized styles Thank you pages should be mobile friendly Don’t forget about social
1111
#2 – Email Mobilization
Source: Litmus Email Analytics July 2012
1212
#2 – Email Mobilization
Source: Litmus Email Analytics July 2012
1313
#2 – Email Mobilization
Source: Litmus Email Analytics July 2012
1414
#2 – Email Mobilization
Separate template, not a separate email
Variable width design Small images Prioritize content Calls to action at top Double space clickable links Link to mobilized pages Don’t forget about social
1515
#3 – Mobile Landing Page
1616
#4 – Social Media
Reach a different audience than those in your housefile
Build Awareness Keep your organization top of mind between
direct mail & email contacts Platform to demonstrate value with rich media Coordinate and reinforce campaign messaging Communicate campaign status
1717
#4 – Social Media
Volunteers of America Used social media to build awareness of their
Sidewalk Santa and Spirit of Giving campaigns before asking for donations.
Continued to share facts about the program throughout the campaign.
1818
#4 – Social Media
1919
#4 – Social Media
JDRF Throughout the year, JDRF uses social media to
communicate how the organization is working to find a cure for diabetes.
When donors receive a year-end ask, they are less likely to wonder if their donation is making an impact.
2020
#4 – Social Media
2121
#4 – Social Media
Be The Match Be The Match used social media to reinforce their
year-end campaign message.
2222
#4 – Social Media
2323
#5 – Mobile Website
2424
Making the Case
Not Mobilized Mobilized
Total Email File 25,000 25,000
38% Mobile Readers 9,500 9,500
70% Delete if Not Mobilized 2,850 9,500
3% Read on Another Device 3,135 9,500
2% Response Rate 63 190
Average Gift $93.67 $93.67
Donations Through Emails Received on Mobile Devices
$5,901 $17,797
2525
What to do now?
Find out how many of your emails are being opened on mobile devices & run the numbers.
Find out how much traffic your website is getting from mobile devices, look at specific pages, including your donation pages.
Prioritize how to integrate social and mobile into your year end campaign paying close attention to ROI.
