Mobile Loaves & Fishes: A Case Study in Companion Marketing

Aside from ease of donating, using a combination of online and traditional marketing techniques also makes nonprofits better equipped to scrub lists regularly and separate responders from nonresponders. Being able to easily differentiate nonresponders allowed MLF to more precisely determine which of the recipients might need extra impressions to prompt them to take action.

Results
This was MLF’s first campaign using PURLs. Utilizing the combination of this new technology and traditional response channels, the organization was able to raise more than $14,000.

Takeaway tips

• E-marketing is an important, cost-efficient tool for nurturing existing leads and formulating an effective fundraising campaign when used correctly.
• For even more targeted marketing pieces, fundraisers can customize e-mails on a more individual level by including personalized information, such as name or mention of past inquiries. This tactic allows fundraisers to increase chances to turn potential donors into active participants and information seekers.
• E-marketing also includes built-in tracking features offered by many direct-mail providers that can report fundraising campaign statistics. These reports can be updated in real time, which is a critical feature in the case of time-sensitive campaigns or when an organization is testing its marketing messages.

This article was written jointly by the staffs at Mobile Loaves & Fishes and QuantumDigital.