ST. ELIZABETH’S CHURCH

DIGITAL MARKETING CAMPAIGN

Rutgers CMD

May 2012

Agenda

Strategy Problem Statement Member Segments Goal Digital Tools to Employ Key Performance Indicators

Engagement Plan Implementation

Problem Statement

Costs of managing cash or check donations on a weekly basis decrease the “revenue” available for events, organizations and operating expenses

Cash and check donations are inconsistent throughout the yearly cycle, making budgeting difficult for church managers (missed donations due to vacations, skipped weeks, etc.)

Giving needs to be easier and allow for spontaneity

Member Segments

Fully engaged in activities & actively donatemostly envelope users, a few early eGiving adopters

Participate occasionallymostly casual giversSigned up for church but not participating/donating

Goal

Convert “envelope users” & casual givers

Goal

To “eGiving” for weekly collection/special occasion/impulse

eGiving: support of church through automatic debits from your bank account/credit card/debit card

Digital Tools to Employ

QR Codes SMS Text Messaging YouTube Premium Channel (Free to

NonProfits) Embedded YouTube Video on Website

Key Performance Indicators

Conversion rates From paper to electronic donations From non-giver to giver

Reduction in administrative time Reduction of mailing costs Overall contribution trends Mobile database growth

SMS Initiative

Build up SMS channel with parish Text mass time reminders Hump day Bible verse of the week

As a mode for giving Short code for donations

QR Code Initiative

Include in existing weekly paper bulletin

Youtube Video How to Why

Link to eGiving site

Implementation