Case Studies in Integrated Multi-channel Fundraising

Megan HawkesExecutive Director, Constituent EngagementCampus Crusade for Christ International@missionminder

Dave RaleyDirector of New MediaMasterworks @daveraley Hashtag for

this session: #10ntc.multi

Key lessons learned for integrated multi-channel campaigns.

Hashtag for this session: #10ntc.multi

Bonus: Key trends for 2010.

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But first.

A little bit about Campus Crusade

• Founded 1951 on the campus of UCLA as a campus outreach• Today

– Campus outreaches– International work

• Bible and materials distribution• Christian discipleship• Relief work

– Military outreach– Inner city work– Athletes/sports outreach– Equipping families

• Ministry presence in 191 countries• Over 20,000 staff members• 1,660 active ministries/movements on 1,140 campuses

Microsite

Video

Giving Site Promotion

Direct Mail

Donor Email

Acquisition Email

Banner Advertising

Direct Mail Donor Email

Acquisition Email

VideoBanner Advertising

Microsite

Giving Site Ad

Key lessons in integrated multi-channel campaigns

Lesson #1: The importance of fundraising fundamentals.

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Good offer.

Impact, not Need.

Need = The meansImpact = The end

Not all offers are created equal.

Right audience.

Timely and relevant.

Creative that works.

1. What is the need or opportunity?

2. What are you doing about it?

3. How do you want me to be involved?

4. Why do I need to act now?

5. What are the consequences of not acting?

Lesson #2: Pizzazz ≠ integration.

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Integration isn’t abstract art.

Integration isn’t features.

Lesson #3: Integrate instead of re-create.

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Synergize what you’re already doing.

Reuse creative.

Don’t “silo” your communications channels.

SILOing causes…

1. Duplication of effort.

2. Competing goals and priorities.

3. Brand and message confusion.

Lesson #4: Not all channels are created equal.

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Response vs Influence vs Engagement.

RESPONSE channels drive direct, measurable response.

Direct Mail, Email, Phone, etc.

INFLUENCE channels influence response, but not in a directly attributable way.

Radio, banner advertising, print, etc.

ENGAGEMENT channels are great at engaging and interacting, but less

response driven.

Social media, customer service, etc.

Microsite

Video

Direct Mail

Donor Email

AcquisitionEmail

Direct Mail

Donor Email

Acquisition Email

Video

Microsite

Lesson #5: Measure results by campaign, not just by channel.

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Campaign Performance

Campaign A Campaign B Campaign CAppeals Newsletters Email Acquisition RadioSocial Media Web Site

Lesson #6: Use video (but test)

Online video is bigger than search.

We no longer think in words, we think in pictures.

Video costs time and money, so test.

Format and style

Length

No video at all

Etc.

An important note:You have to actually promote your videos.

Lesson #7: Don’t forget about relationship.

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Central truth in constituent engagement

Central truth in constituent engagement

BURNOUT

RUSTOUT

Central truth in constituent engagement

FUNDRAISING

FRIEND-RAISING

Central truth in constituent engagement

ConstituentExperience

Volunteerism Advocacy Prayer Content Customer service Social interaction Events Etc.

Transactional

Asks Advocacy Events Etc.

Recap

1. The importance of fundraising fundamentals2. Pizzazz does not equal integration3. Integrate instead of re-create4. Not all channels are created equal5. Measure results by campaign, not just by channel6. Use video (but test)7. Don’t forget about relationship

Bonus: Trends to watch in 2010.

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Corporations will dive deeper into philanthropy in social media as a core marketing strategy.

Micro-fundraising.

Micro-blogging.

Micro-advocacy.

Micro-volunteering.

Micro-connections.

The Extraordinaries

Micro-engagement goes macro.

Online/offline integration drives fundraising growth.

Direct Mail

Donor Email

Acquisition Email

Video

Microsite

Live online streaming goes mainstream.

Mobile fundraising transforms itself.

Thank You!

Open Q&A

Megan HawkesExecutive Director, Constituent EngagementCampus Crusade for Christ International@missionminder

Dave RaleyDirector of New MediaMasterworks @daveraley Hashtag for

this session: #10ntc.multi

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