Keeping the Faith
“Not only did it allow for cleaner management on the Salesian Missions side, but it also allowed for a more consistent donor experience. The biggest thing that we attribute the growth to is really having a very effective and consistent multichannel campaign,” Schremmer says.
It helps that SMI has one writer for all its communications — offline and online, which has helped really unify the message and feel across all mediums.
The key was, even after a 2011 year-end season of tremendous growth, to identify the areas that would take SMI to the next level and not rest on its laurels.
“Whether you realize it or not, your donor base is ready and anxious to engage with you online. They’re ready, so you have to be thinking about that strategy and you have to be thinking about consistency,” Schremmer says. “Is your organization taking full advantage of that?
“It’s very unlikely that you’re reaching your potential,” he adds. “SMI came off significant growth in 2011, but the opportunity in 2012 was still there to take it to an additional level. Identify how you can speak to your audience more effectively both through targeting as well as message testing. Find out what’s going to resonate, and continue to expand that out. That’s where the opportunity is for exponential growth.”
Branding With Calls to Action
By now, every nonprofit organization knows the story of struggling to maximize online and offline fundraising, mainly due to the digital lag many in the fundraising industry experience compared to the commercial world. Union Rescue Mission (URM), a Los Angeles-based Christian organization dedicated to serving men, women, and children experiencing homelessness, faced the familiar challenges: a website that wasn’t user-friendly, no clear creative or strategic direction, and a lack of online, data-driven analytics.