fundraising success: integrating the internet with direct mail to bring in money in '09

Fundraising SuccessIntegrating the Internet with Direct

Mail to Bring in Money in '09

With Integration You Can• Design powerful

fundraising campaigns• Engage donors• Reach new supporters• Raise more money and

spend less• See more results more

quickly

Integration for Success: A Case Study

How an Environmental Organization Integrated Direct Mail & the Internet

to Fly Past Its Fundraising Goals

Year-End Campaign

• Goal: Raise $175,000 in 6 weeks

• Convert prospects to donors• Resources and staff time

The Plan: 6 Weeks

• 1 direct mail appeal to major donors• 1 direct mail appeal to minor donors and

prospects• 4 email appeals• 1 enewsletter• Social media & website integration

Strategy• Experiment with online media• Matching gift• Deadline• Goal• Premium gift• Tell a friend page• Test & monitor• Listen to feedback

Direct Mail Appeals

• 2 pages, front and back• Not customized by amount• Return envelope featuring image of premium• Slightly different language and ask for major

donor appeal• Gift amounts starting at $35 for minor donors,

$1,000 for major donors

Feedback: What inspired you to give?

• “I strongly support the work you do and I like the contents of the gift bag.”

• “The gift is interesting, good marketing! My wife subscribed to your emails.”

• “I receive your emails and thought this would be a great time to donate (doubling of money and the free gift bag!)”

Results: Money Raised

Results: Donations

What Made it So Successful?

Strategic Integration, Testing, Timing

• Integration of direct mail and online media• Segmented direct mail appeal• Well formatted, strategically timed emails • Testing different email content, senders, and

subject lines• Splash page on the website• Integration with organization’s blog,

Facebook, YouTube, and enewsletter

Incentive to Donate, Feedback, Follow Up

• Matching gift • The premium gift bag with a $135 donation • Goals and deadlines • Soliciting feedback• Follow up email

You Can Do It, Too

How You Can Succeed

• Plan ahead• Build your email list• Integrate the internet with your existing direct

mail plan• Test & analyze• Have a solid, easy-to-navigate website• Develop & implement a social media strategy

Tips for Converting Direct Mail Copy to Email

• Shorter is better – whole email, sentences, paragraphs

• Calls to action throughout• Bold formatting• Call to action box• Visual representation of progress and goal

Tips for Getting Started1. Establish goals, determine resources, then

create an online strategy2. Integrate the internet with existing direct

mail fundraising plan3. Set a budget4. Prioritize social media pieces you want5. Don’t be afraid to experiment

Raise More Money

Raise More Money

It All Comes Down to Data

• Personalize emails and letters• Save money • Profile your list to target new donors• Raise more money with variable asks• Easier process to manage internally

Kimberly L. SanbergIgnitus Strategies

Kimberly@IgnitusStrategies.comhttp://IgnitusStrategies.com

www.twitter.com/ignitus612.812.0188

View this presentation on Slideshare:http://www.slideshare.net/ignitus

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