Fundraising and Marketing

Malcolm MurrayDirector of Marketing & CommunicationsCitymeals-on-Wheels

Alternative Title Brainstorm

Guardians of the Galaxy The Hunger Games Jesus, Take the Wheel Little Shop of Horrors How to Get Away with Murder The Positively True Adventures of

the Alleged Texas Cheerleader-Murdering Mom

“All” Rule #1:One Size Does Not Fit All

Just because something works for one organization does not mean it will work – or is even right – for another.

Balance your organization’s needs with the available resources.

“All” Rule #2:You Can’t Do It All

What are your immediate goals? What are your long-term goals? Who is working with you to meet

those goals? What are your other priorities? What else is on your plate?

Be honest with yourself and your team.

Finally a Picture!

Citymeals-on-Wheels Snapshot

Founded in 1981 Delivers weekend, holiday and

emergency meals to homebound elderly New Yorkers

More than 50 million since founding 2,193,322 meals in FY2015 15,465 volunteers in FY2015

Our Fundraising & Marketing Staff

Marketing and Communications• Direct Mail• Website and Online Fundraising• Press, Social Media, Advertising & More

Major Gifts Special Events Program Services Database

Direct Mail

14 House Appeals• Renewal and Lapsed Donor Appeals• Newsletters and Annual Report• Monthly/Recurring Donor Appeal

2 Acquisition Appeals

1.5 million pieces mailed

Website and Online Fundraising

Campaigns and Single Blasts Cultivation

• Special Delivery Newsletter• Recipe of the Month• Write a Note

Special Events 80 separate emails created 2.3 million emails sent

Press, Social Media,Advertising and More

TV, Radio, Print & Online Coverage Social Media

• Facebook• Twitter• Instagram• Google+

Advertising• Display Ads in New York Times

Multichannel… Let’s Meet Perla

Perla #1Direct Mail – October 2014

Perla #2Email Campaign – December 2014

Perla #3Holiday Modal – December 2014

Perla #4Holiday Slider – December 2014

Perla #5NY Times Ad – December 2014

Perla #6Website – January 2015

Perla #7Facebook – January 2015

Perla #8Annual Report – January 2015

Perla #9NY Times Ad – April 2015

Perla #10Instagram – September 2015

Perla #11… to Infinity

Slideshow at Events Video for Ad Campaign Microsite Press at Meal Center Donor Acknowledgment Letters Speaking Engagements Brochures, Fact Sheets & Collateral Many More Social Media Posts

Why Multichannel?

Offer potential donors multiple points of contact.

Integrate messaging across channels to provide consistent brand experience.

Don’t waste a compelling story or photo by only using once.

Direct Mail – Key Questions

What is your goal? Who are you mailing? What is in your package? What is your story or message? What are your gift strings? How are you tracking results?

Direct Mail Plan – Key Questions

What is your goal? How often can and should you mail? Can your list be segmented? Can you differentiate messaging? How do you define renewal? How do you define lapsed? Can you build and maintain a

recurring gift program?

Website – Key Questions

What is your goal? Is your site responsive? Is your site transactional? What drives traffic to your site? How often can you update content?

Online Fundraising – Key Questions

What is your goal? Are your emails responsive? Who are you emailing? What is overlap with direct mail? Are you sending a single blast or

creating a campaign? How are you building in cultivation? How are you tracking results?

Social Media – Key Questions

What is your goal? Which platforms are most relevant? Who are your potential audiences? What is your available content? How are you balancing content? What is your organizational voice? How are you managing your posts?

I Miss You Already.Please Don’t Leave Me.

Malcolm Murraymalcolm@citymeals.org

www.citymeals.org