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Case studies in integrated multi channel fundraising
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Case Studies in Integrated Multi-channel Fundraising
Megan HawkesExecutive Director, Constituent EngagementCampus Crusade for Christ International@missionminder
Dave RaleyDirector of New MediaMasterworks @daveraley Hashtag for
this session: #10ntc.multi
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Key lessons learned for integrated multi-channel campaigns.
Hashtag for this session: #10ntc.multi
Bonus: Key trends for 2010.
+
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But first.
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A little bit about Campus Crusade
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• Founded 1951 on the campus of UCLA as a campus outreach• Today
– Campus outreaches– International work
• Bible and materials distribution• Christian discipleship• Relief work
– Military outreach– Inner city work– Athletes/sports outreach– Equipping families
• Ministry presence in 191 countries• Over 20,000 staff members• 1,660 active ministries/movements on 1,140 campuses
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Microsite
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Giving Site Promotion
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Direct Mail
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Donor Email
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Acquisition Email
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Banner Advertising
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Direct Mail Donor Email
Acquisition Email
VideoBanner Advertising
Microsite
Giving Site Ad
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Key lessons in integrated multi-channel campaigns
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Lesson #1: The importance of fundraising fundamentals.
Tweet questions to:
#10ntc.multi
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Good offer.
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Impact, not Need.
Need = The meansImpact = The end
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Not all offers are created equal.
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Right audience.
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Timely and relevant.
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Creative that works.
1. What is the need or opportunity?
2. What are you doing about it?
3. How do you want me to be involved?
4. Why do I need to act now?
5. What are the consequences of not acting?
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Lesson #2: Pizzazz ≠ integration.
Tweet questions to:
#10ntc.multi
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Integration isn’t abstract art.
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Integration isn’t features.
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Lesson #3: Integrate instead of re-create.
Tweet questions to:
#10ntc.multi
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Synergize what you’re already doing.
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Reuse creative.
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Don’t “silo” your communications channels.
SILOing causes…
1. Duplication of effort.
2. Competing goals and priorities.
3. Brand and message confusion.
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Lesson #4: Not all channels are created equal.
Tweet questions to:
#10ntc.multi
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Response vs Influence vs Engagement.
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RESPONSE channels drive direct, measurable response.
Direct Mail, Email, Phone, etc.
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INFLUENCE channels influence response, but not in a directly attributable way.
Radio, banner advertising, print, etc.
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ENGAGEMENT channels are great at engaging and interacting, but less
response driven.
Social media, customer service, etc.
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Microsite
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Video
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Direct Mail
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Donor Email
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AcquisitionEmail
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Direct Mail
Donor Email
Acquisition Email
Video
Microsite
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Lesson #5: Measure results by campaign, not just by channel.
Tweet questions to:
#10ntc.multi
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Campaign Performance
Campaign A Campaign B Campaign CAppeals Newsletters Email Acquisition RadioSocial Media Web Site
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Lesson #6: Use video (but test)
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Online video is bigger than search.
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We no longer think in words, we think in pictures.
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Video costs time and money, so test.
Format and style
Length
No video at all
Etc.
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An important note:You have to actually promote your videos.
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Lesson #7: Don’t forget about relationship.
Tweet questions to:
#10ntc.multi
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Central truth in constituent engagement
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Central truth in constituent engagement
BURNOUT
RUSTOUT
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Central truth in constituent engagement
FUNDRAISING
FRIEND-RAISING
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Central truth in constituent engagement
ConstituentExperience
Volunteerism Advocacy Prayer Content Customer service Social interaction Events Etc.
Transactional
Asks Advocacy Events Etc.
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Recap
1. The importance of fundraising fundamentals2. Pizzazz does not equal integration3. Integrate instead of re-create4. Not all channels are created equal5. Measure results by campaign, not just by channel6. Use video (but test)7. Don’t forget about relationship
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Bonus: Trends to watch in 2010.
Tweet questions to:
#10ntc.multi
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Corporations will dive deeper into philanthropy in social media as a core marketing strategy.
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Micro-fundraising.
Micro-blogging.
Micro-advocacy.
Micro-volunteering.
Micro-connections.
The Extraordinaries
Micro-engagement goes macro.
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Online/offline integration drives fundraising growth.
Direct Mail
Donor Email
Acquisition Email
Video
Microsite
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Live online streaming goes mainstream.
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Mobile fundraising transforms itself.
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Thank You!
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Open Q&A
Megan HawkesExecutive Director, Constituent EngagementCampus Crusade for Christ International@missionminder
Dave RaleyDirector of New MediaMasterworks @daveraley Hashtag for
this session: #10ntc.multi
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