Savvy nonprofits have seen both the vision and value of multi-channel fundraising and are actively using multiple mediums to support their fundraising efforts. The process of integrating channels — that is, working to ensure all mediums used in a campaign share the same message, branding and call to action — is not without its share of challenges. In fact, it’s not enough for nonprofits simply to use e-mails, Web content and direct mail in a fundraising campaign; the mediums must work together to support the same end goal.
Are you having fun yet? You should be. As technology takes on an increasingly prominent role in what you do for a living, it offers myriad opportunities for that outside-the-box thinking you’ve been hearing so much about.
But the brave new world of the World Wide Web doesn’t come without its pitfalls, among them the temptation to look before you leap into technologically enhanced development, according to Katrin Verclas, newly appointed executive director of the Nonprofit Technology Enterprise Network.
When used in concert with each other and with your other fundraising strategies, omnipresent technological companions such as TVs, cell phones and computers can help you net more quality donors and perhaps even nudge them into the fundraising holy ground that is monthly giving.
A Three-Step Conversion Strategy FS Advisor: March 21, 2006 By Abny Santicola, editor, FundRaising Success Advisor In a presentation at the DMANF 2006 Washington Nonprofit Conference last month, representatives from the American Red Cross and Habitat for Humanity shared the multi-channel fundraising strategies that helped them raise massive amounts of money to respond to 2005’s various natural disasters. For both organizations, the multi-channel effort began with contacting donors via the method with which they seemed most comfortable. According to Tim Daugherty, Habitat’s senior director of direct marketing, the organization’s “Integrated Agency Campaign” was comprised of three parts: Step One: Reach out to donors via
Tale of an Integrated Fundraising Effort FS Advisor: March 21, 2006 By Abny Santicola, editor, FundRaising Success Advisor The Washington, D.C.-based Human Rights Campaign, founded in 1980, is the largest national lesbian, gay, bisexual and transgender political organization, with 600,000 members. When GLBT issues took the national stage in a big way in 2003 and 2004, HRC embarked on an effort to mobilize its direct fundraising efforts to make the most of the media attention. The all-out effort involved coordinating campaigns across direct mail, telemarketing and e-mail. Direct mail and telemarketing already were integrated, but the necessary next step was beefing up the organization’s
Multiple Channels Can Strengthen Each Other Multiple Channels Can Strengthen Each Other March 21, 2006 By Abny Santicola, editor, FundRaising Success Advisor An e-mail campaign should be central to your multi-channel marketing efforts, says Sheeraz Haji, CEO of Berkeley, Calif.-based provider of online constituent-relationship-management services GetActive. While it does depend a bit on an organization's audience and constituents, Haji says there are very few demographics not online today. In multi-channel fundraising efforts, when considering which donors to solicit via e-mail, don't rule out the older demographic. While audiences aged 55 and older have the lowest e-mail penetration rates, their penetration rates are also
You would think that after a hundred years, a nonprofit could kick back a bit and maybe even rest on its laurels. After all, it’s been there, done that — right?
Not necessarily so, says Kurt Aschermann, senior vice president and chief marketing and development officer of Atlanta-based Boys and Girls Clubs of America, which was founded in Boston in 1906.
Transform an afternoon event into a successful multichannel campaign?
That sounds like a tall order. But as it heads into the third year of its Shamrocks for Kids campaign, Chicago-based Mercy Home for Boys and Girls seems to have pulled it off.
Think about pushing the envelope to get potential donors’ attention, and the first thing that comes to mind isn’t usually the Smurfs.
Those beloved blue lumps are as safe as mother’s milk and just as much a part of the lives of little ones around the world.
But shock — and pulling folks out of their comfort zone — does get donors’ attention. And that’s why UNICEF Belgium used Smurfs to bolster its latest campaign, aimed at raising at least $100,000 for UNICEF projects in Burundi, a densely populated African nation.