They’re Doing What?
■ Human Rights Campaign’s “Defeat the Federal Marriage Amendment” campaign in 2006 raised $286,000 through a coordinated series of offline and online advocacy, communications and fundraising appeals, converting 2,383 activists to donors, who contributed nearly half of the FMA campaign’s total revenue.
Plan, coordinate and maintain brand
While studies show that providing a variety of response channels improves overall response rates, integrating across multiple channels presents numerous challenges, including managing stakeholders; addressing organizational silos; coordinating staff, volunteers and vendors; and matching content and design across online and offline marketing and fundraising communications.
With proper planning, coordination and consistent branding, organizations can beat these challenges. Follow these 10 tips for a successful
1. Develop a plan that requires you to calendar all activities.
2. Coordinate with staff, volunteers and vendors. Consider bringing together all your offline and online vendors for regular meetings to discuss upcoming campaigns.
3. Be prepared to seize the moment with a timely, personalized communication such as an action alert followed by a straight fundraising appeal.
4. Tie the content of your offline campaigns to your online communications by being consistent in the overall theme. Integrate your Web site content with your online communications for a more efficient operation that enables staff to create content once and employ it across multiple channels.
5. Provide constituents multiple channels to donate, including directing online donors to information on how to donate offline.
6. Drive direct-mail recipients to your Web site by offering information that is available only online, and provide a trackable URL for online donations. Conversely, drive online donors to offline events.
7. Leverage your brand. Coordinate content and visuals of your Web site, e-cards, direct mail and online ads.
8. Segment your donors and match appropriate offers and creative copy to each defined donor segment.