Integration Strengthens Fundraising Initiatives
2. Explore the potential of integrated social-media marketing.
A small, nonprofit theater group in Toronto recently used Facebook as a tool to promote its shows. As giving through ticket sales increased, the audience size grew, and the network exponentially increased with every event. Organizations should work on understanding how social media works and embrace the technology. Conducting a CRM data screening is a good way to discover who is active on different social-networking sites.
All of this information can be utilized to support and grow an organization’s own social-networking program, such as creating a MySpace group for different areas of interest and participation within the organization.
3. Make peer-to-peer fundraising a fundamental component of your integrated campaign strategy.
Organizations should take inventory of their current communication tactics (e-mail, direct mail, etc.), and examine the messaging. Has it been watered down to reach a broad audience? Peer-to-peer outreach allows an organization to maintain the core messaging but enable donors to personalize the message for their own networking and recruitment efforts.
4. Take advantage of all the tools your CRM system offers.
About five to 10 years ago, many nonprofits realized that donor-management systems can do more than just track dollars collected. Organizations must investigate these tools to make sure that their systems meet the needs of their fundraising initiatives. The impact of integrated marketing campaigns can be monitored through donor renewal rates (how many make second, third or fourth gifts), lifetime values (how much the average supporter is worth to you in her giving life) and recruitment method (direct mail, Web site, etc.). Knowing what key performance indicators are and what information they provide is more critical now than ever before.
5. It’s not just about paper anymore; cutting-edge technology can provide a host of ways to improve and support traditional marketing tactics.
Organizations need to plan creative marketing strategies to ultimately achieve their donor acquisition and retention goals. Integrated campaigns require targeted approaches blended with tried-and-true communications that are supported by CRM and content management solutions that maximize the potential of the Web and all that networking technologies have to offer. The integration of all these solutions with strong creative content will strengthen an organization’s fundraising programs.