Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds

Dean Sanberg, Direct Marketing ServicesKimberly L. Sanberg, Ignitus Strategies

7 Things You’ll Learn To Do1. Fundraise online2. Increase awareness3. Engage alumni & parents4. Reach prospective families5. Increase enrollment6. Save money & be more efficient7. Market & advertise your school online

And You’ll Know How To:

• Integrate direct mail with the internet• Find tools for managing your website• Start accepting donations online• Get started with email lists• Find free calendar tools• Use social media• Start advertising online

Before You Dive In: The Must Haves

• Goals• Budget• Someone in charge• Staff buy-in and involvement• Website• Strategy

Direct Mail & Printing• Reduction in traditional

print• Move documents online• Spend time with your data• Print on demand• Direct mail & fundraising

appeals• Direct mail recruiting

The Online Side of Things

Your Website

Your Website: What It Should Have

• Promotional materials• Easy to navigate• Pretty• Updated with

upcoming events• Volunteer information

• Admissions & Registration• Support / Donate• Email list sign up• History, mission, and principles• Photos• Testimonials

Your Website: What It Can Help You Do

• Recruit parent volunteers• Engage alumni• Increase enrollment by streamlining the

process• Serve as a low-cost marketing tool• Fundraise online

Web Marketing Association’s 2008 Winner

http://www.vms.edu/

Web Marketing Association’s 2007 Winner

http://www.bethanyschool.org/

Easy Website Creation & Hosting

• Google Sites http://sites.google.com• Weebly http://www.weebly.com/• Yahoo http://smallbusiness.yahoo.com• Pair Networks http://www.pair.com/

Online Fundraising

• Make it easy for people to donate

• Make a case for donating on your website

• Link to donation form from emails, social media, and other parts of your website

How to Start Accepting Donations

• Network for Good’s DonateNow• Democracy in Action• PayPal• GiftTool• Google Checkout

Email Lists

• Volunteer opportunities

• Events• Fundraising • Enewsletter

Affordable Email Tools

• EmailNow - $29.95/mo• VerticalResponse – FREE for up to 10k

emails/mo• MailChimp - $25.50/mo for up to 2,500

subscribers

Events & Calendars

Events & Volunteer Management

Online Calendar

• Fundraising events

• Volunteer opportunities

• Alumni events• School activities

Free Online Calendar Tools

• Google Calendar http://calendar.google.com• Localendar http://www.localendar.com/• Spongecell http://www.spongecell.com/

Social Media

• Connect with parents• Stay in touch with alumni• Promote volunteer opportunities• Fundraise• Easy to update

Paid Advertising Online

• Target specific geographic area

• Set up keywords• Google AdWords Grants www.google.com/grants/

Bringing It All Together

Increase Enrollment

Raise More Money

Top 7 Reasons You Need to Be Online

1. Your constituents are there2. It’s cost-effective3. Reach a wider audience4. See immediate results5. Communicate regularly6. Easy to integrate with your current strategy7. Costs less to raise more

Integrating Direct Mail & Online Marketing

With Integration You Will:• Reach more people and

spend less• See more results more

quickly• Find your target

audience• Increase enrollment

With Integration You Will:• Design powerful

fundraising campaigns• Give people the

information they want when they want it

• Engage parents & prospective students

• Keep in touch with alumni

In Conclusion

Questions to Ask Yourself

• What is my school already doing online?• What are our goals? • Which online pieces are a priority for us?• Which staff members should be involved?• What’s our budget? What’s our time

commitment?• How can we integrate online tools with our

current fundraising/marketing strategies?

6 Things You Can Do Right Now1. Start accepting donations online2. Get started with a free email tool3. Create an online calendar to share with

parents4. Improve your website5. Start advertising online6. Engage alumni and parents online

Kimberly@IgnitusStrategies.comhttp://IgnitusStrategies.com

http://twitter.com/ignitus612.812.0188

Kimberly L. SanbergDirector, Ignitus Strategies

Dean SanbergCEO, Direct Marketing Services, Inc.

Dean@DMShub.comhttp://www.DMShub.com

952-886-3452

Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds

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