e philanthropy

The internet is not just another The internet is not just another communications or donation medium communications or donation medium

… … it is a relationship channel!it is a relationship channel!

An ongoing process to build and enhance An ongoing process to build and enhance stronger relationships with supporters through:stronger relationships with supporters through: communicationcommunication educationeducation cultivation cultivation solicitationsolicitation

When integrated with offline fundraising When integrated with offline fundraising

efforts e-philanthropy can provide a cost efforts e-philanthropy can provide a cost

and communication-effective method for and communication-effective method for

reaching potential donors who may be reaching potential donors who may be

out of reach through traditional methods.out of reach through traditional methods.

Create an Integrated Strategy Create an Integrated Strategy • Give supporters a reason to visit your web site Give supporters a reason to visit your web site

• Interact with audience: don’t just send messagesInteract with audience: don’t just send messages

• Communicate utilizing multiple methodsCommunicate utilizing multiple methods web siteweb site e-maile-mail direct maildirect mail telephonetelephone

• Access and improve performance constantlyAccess and improve performance constantly

Remember - It’s All About the DonorRemember - It’s All About the Donor

• Put your donor firstPut your donor first• Know your contributors Know your contributors • Let them get to know you Let them get to know you

Your Website is a Fundraising Tool Your Website is a Fundraising Tool

Content should be driven by both Content should be driven by both development and marketing.development and marketing.

Your Website Should Create Savvy Donors Your Website Should Create Savvy Donors

• Keep online content fresh and currentKeep online content fresh and current• Show how donor funds are usedShow how donor funds are used• Make online giving easyMake online giving easy• Give donor options for givingGive donor options for giving• Use the latest technologyUse the latest technology• Include Privacy NoticeInclude Privacy Notice• Show giving is secureShow giving is secure

Add an Electronic Newsletter to the Mix Add an Electronic Newsletter to the Mix

The goal is to engage the viewer with The goal is to engage the viewer with

content and drive them to your Websitecontent and drive them to your Website

E-Newsletters Should:E-Newsletters Should:

• be branded like all other marketingbe branded like all other marketing• include informational article with linkinclude informational article with link• include personal story or case studyinclude personal story or case study• make online giving easymake online giving easy• include “share with a friend”include “share with a friend”

Add Direct Mail That Makes SenseAdd Direct Mail That Makes Sense

The goal is create interest and continue The goal is create interest and continue

the conversation. the conversation.

Direct Mail Should:Direct Mail Should:

• be branded like all other marketingbe branded like all other marketing• be short and to the pointbe short and to the point• include graphic image of contentinclude graphic image of content• include plea to provide emailinclude plea to provide email• include “get involved”include “get involved”

Add Telephone Calls to the Mix Add Telephone Calls to the Mix

Personal contact creates personal Personal contact creates personal

relationships. relationships.

Personal relationships create stronger Personal relationships create stronger

reason to give. reason to give.

Telephone Calls ShouldTelephone Calls Should::

• be branded like all other marketingbe branded like all other marketing• be pre-scripted for clear directionbe pre-scripted for clear direction• include a thank youinclude a thank you• confirm info in database (email too) confirm info in database (email too) • include an invitationinclude an invitation

Put it All TogetherPut it All Together

Create a drip marketing campaign that Create a drip marketing campaign that

provides multiple touch points to provides multiple touch points to

engage existing and potential donors to engage existing and potential donors to

give. give.

What is a Drip Marketing Campaign?What is a Drip Marketing Campaign?

A marketing strategy that involves A marketing strategy that involves multiple touch points with a target multiple touch points with a target audience over a period of time with a audience over a period of time with a specific goal in mind.specific goal in mind.

Benefits of Drip Marketing CampaignsBenefits of Drip Marketing Campaigns

•Reach your audience quicker with minimal investmentReach your audience quicker with minimal investment

•Clients and donors won’t fall through the cracksClients and donors won’t fall through the cracks

•You maintain interest until recipients are ready to actYou maintain interest until recipients are ready to act

•Promotes a professional image for your organizationPromotes a professional image for your organization

•Helps keep your constituents up to date on the latestHelps keep your constituents up to date on the latest

•Recipients are less likely to leave you for another Recipients are less likely to leave you for another causecause

Example of a Drip Marketing CampaignExample of a Drip Marketing Campaign

Goal: Expand database and increase email addressesGoal: Expand database and increase email addresses

Touch Point #1 – The QualifierTouch Point #1 – The Qualifier

Print and electronic Print and electronic postcardpostcard

Theme: We want to reduce spending dollars, staff time Theme: We want to reduce spending dollars, staff time

and waste on print mailingsand waste on print mailings

Call to Action: Get on our email list – Sign up onlineCall to Action: Get on our email list – Sign up online

Audience: Existing databaseAudience: Existing database

Note: Include return to sender if undeliverable on printNote: Include return to sender if undeliverable on print



Touch Point #2 – The Personal TouchTouch Point #2 – The Personal Touch

Print and electronic Print and electronic letter from EDletter from ED

Theme: Thank you for your involvement with our org. Theme: Thank you for your involvement with our org. We want to keep you up to date on what is We want to keep you up to date on what is

going on over the next year going on over the next year


Audience: Existing databaseAudience: Existing database

Note: Include return to sender if undeliverable on printNote: Include return to sender if undeliverable on print



Touch Point #3 – Comprehensive Touch Touch Point #3 – Comprehensive Touch

Print and electronic Print and electronic newsletternewsletter

Theme: What’s going on at our organization Theme: What’s going on at our organization


Visit our websiteVisit our website

Share with a friendShare with a friend

Audience: Existing database and additionsAudience: Existing database and additions



Touch Point #4 – Education Touch Touch Point #4 – Education Touch

Electronic article or Electronic article or updateupdate

Theme: Did you know? Theme: Did you know?

Call to Action: Share with a friendCall to Action: Share with a friend


Audience: Existing database and new additionsAudience: Existing database and new additions



Touch Point #5 – Engagement Touch Touch Point #5 – Engagement Touch

Print and electronic Print and electronic invite/postcardinvite/postcard

Theme: Invite to an informal eventTheme: Invite to an informal event

Call to Action: RSVPCall to Action: RSVP

Get on our email list – Get on our email list – Sign up onlineSign up online


Note: Include return to sender if undeliverableNote: Include return to sender if undeliverable



Touch Point #6 – Comprehensive Touch Touch Point #6 – Comprehensive Touch

Electronic Electronic newsletternewsletter

Theme: What’s going on at our organizationTheme: What’s going on at our organization






Touch Point #7 – Education Touch Touch Point #7 – Education Touch

Electronic article or Electronic article or updateupdate

Theme: Did you know? Theme: Did you know?

Call to Action: Share with a friendCall to Action: Share with a friend





Touch Point #8 – Ask Touch Touch Point #8 – Ask Touch

Electronic letter Electronic letter from EDfrom ED

Theme: Can you help?Theme: Can you help?

Call to Action: See our new video on our websiteCall to Action: See our new video on our website

Support our program with money or Support our program with money or timetime



Add phone calls into the campaignAdd phone calls into the campaign

•If you get back mail as “undeliverable” for an existing If you get back mail as “undeliverable” for an existing donor – Track them downdonor – Track them down

•When you see new participants in events and When you see new participants in events and campaignscampaigns

•When someone new signs up to be on email listWhen someone new signs up to be on email list

•To say thank you to those that get involved on a To say thank you to those that get involved on a regular basis regular basis

Results of Drip Marketing CampaignsResults of Drip Marketing Campaigns•Database cleaned up with returned undeliverable mailDatabase cleaned up with returned undeliverable mail

•More email addresses for existing databaseMore email addresses for existing database

•Additions to database through “Share with a Friend”Additions to database through “Share with a Friend”

•Closer relationship with recipientsCloser relationship with recipients

•Ability to reach target market fasterAbility to reach target market faster

•Increased interest in website and more trafficIncreased interest in website and more traffic

•Reduced costs of print mail Reduced costs of print mail

•Higher participation in events and campaignsHigher participation in events and campaigns

e philanthropy

Documents

database email

drip marketing campaign

email addresses touch

email list

existing database note

online audience

marketing strategy

website audience