Bright Beginnings Inc. IMC Plan

BRIGHT BEGINNINGS INC. Integrated Marketing Communications Plan

Prepared by: Strategies Inc.

Georgetown University April 28th, 2011

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TABLE OF CONTENTS

A. EXECUTIVE SUMMARY B. BACKGROUND

• Organization • Industry • Key Publics • Competitors • Situational Analysis (SWOT)

C. FUNDING AND DONORS • Revenue Sources • Donors (Geography & Demographics) • Donor Segmentation • RFM Methodology

D. GOALS and STRATEGY 1. Learn

• Online Surveys • Informal Conversations • Learning More About Online Giving

2. Cultivate • House Parties • Phone Calls • Small Meetings • Social Media

3. Ask • Appeal Letters • Email Marketing • Social Media • Using Volunteers

4. Appreciate • Thank You Notes • Social Media

5. Access Referrals • Open House Events • Letters • Phone Calls • Social Media

E. DONOR JUMPSTART CAMPAIGN: “A Piece of Bright Beginning” • Budget

F. METRICS & MEASUREMENTS G. APPENDIX

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EXECUTIVE SUMMARY

When it comes to fundraising in 2011, nonprofits are getting back to basics. This year’s goals focus on engaging individual donors and cultivating relationships through consistent and honest communications. Like other nonprofits navigating their way through a tough and unpredictable economy, Bright Beginnings, Inc. (BBI) could benefit from strengthening its relationships with its individual donors. Combined with an overall commitment to a cause, a high-‐level of emotional involvement with an organization amplifies a potential donor’s willingness to give and directly influences the amount they will give. Better donor relationships would allow Bright Beginnings to credibly and reasonably ask for higher donations; and they could help open the door to donors’ social networks, making it easier to identify potential new donors. Building stronger relationships with donors stimulates deeper community involvement, volunteerism and a higher level of support for the organization’s mission overall while simultaneously paving the way to creating a reliable revenue stream. While “donor cultivation” can be an overwhelming and somewhat imprecise concept in the philanthropic community, the following integrated communications marketing plan by Strategies, Inc., demystifies “cultivation” and offers a series of strategic conceptual and practical recommendations that can be implemented in a campaign to make the most of the fundraising opportunities surrounding BBI’s 20th Anniversary. Our Strategy Increasing donations from individual donors begins with analyzing current donors’ contribution patterns. We did this by creating a rating for each donor based on the recency, frequency and monetary value of their past contributions. We then divided your donors into three categories: Inner Circle, Dedicated Donors and Supporters. Segmenting your donors in this way allows you to focus your outreach efforts toward the donors who are most likely to deepen their engagement and commitment to you. For example, there are 216 donors in your Inner Circle. While we believe all donors are important and valuable, these donors should be your first priority if there are limited resources available for tailored personal outreach.

The strategy can be summarized in five stages of outreach:

1. Learn. Gather as much information about donors as possible via surveys and informal conversations. Keep the dialogue open and honest and ask for feedback at every opportunity.

2. Cultivate. Create a deeper sense of “belonging” for donors by enabling greater access to Bright Beginnings’ staff and facilities through cultivation events. Cultivation events are events that allow you to strengthen the bond with donors in advance of planned solicitations.

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3. Ask. Sharpen Bright Beginnings’ solicitation practices by increasing the quantity and the quality of the way you ask for gifts in each communication channel—online, direct mail, phones, etc.

4. Appreciate. Create an appreciation protocol that triggers an appropriate and timely response for every contribution that comes into Bright Beginnings.

5. Access Referrals. Spend several months reconnecting with existing donors in order to open up referral networks and ask for referrals for new donors.

Donor Jumpstart Campaign: “A Piece of a Bright Beginning” The implementation plan that follows will utilize Bright Beginnings' 20th Anniversary as a hook to recognize past donor contributions, create urgency and begin asking for higher donations.

BBI’s 20th Anniversary in September 2011 is a perfect time to roll out donor relationship initiatives. The campaign entitled, “Piece of a Bright Beginning” will demonstrate how the marketing strategies and tactics come together to achieve the overall goal of increased individual donor contributions.

This comprehensive, multi-‐channel campaign will look back to the past 20 years and recognize donors’ contributions and look to the future where a partnership with donors will advance BBI’s mission and help more homeless children have bright beginnings and bright futures.

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BACKGROUND

Organization Bright Beginnings Inc. was established in 1991 and is a nationally-‐accredited child and family development center that offers care and support for homeless infants, toddlers, preschoolers and their families. The organization originated after a community needs assessment determined an immediate and critical need for childcare for homeless families living in Washington, DC. In over a decade, Bright Beginnings has provided assistance to more than 1,000 homeless children in the district.

In 1998, Bright Beginnings moved to the Perry School Community Services Center. The increase in the number of children served doubled when they added a program for infants/toddlers and childcare slots for low income families living in the community. Several years later, Bright Beginnings launched its Early Learning Evening Care Program that is open to all working families in need of safe and reliable evening care. Today, Bright Beginnings has started the pre-‐development phase of a second center to double its current capacity. The second center, located in the District’s most chronically poor region, Wards 7 and 8, will serve 100 additional homeless children and their families. This site is expected to open in 2010 and fundraising efforts have already begun.

As only one of two centers in our nation’s capital devoted to homeless children, Bright Beginnings is dedicated to meeting the immediate needs of children and families living in homeless environments by:

• Providing children with a safe and healthy environment • Preparing children for kindergarten • Supporting and educating parents to stabilize their lives

Industry Families with young children are among the fastest growing segments of the homeless population in Washington, DC. According to the U.S. Census Bureau, which conducted a survey on the population and housing in DC from 2005-‐2009, 18% of people in the district were in poverty and 29% of children were below the poverty level.

The National Association for the Education of Homeless Children and Youth recently published a report showing that there are close to 1,000,000 homeless children enrolled in U.S. schools. This is a 41% increase from just a few years ago. One child out of every classroom of thirty is homeless and the average age is nine years old.

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Key Publics Strategies Inc. recognizes that good communication planning calls for the identification of Bright Beginnings various publics. Each of the publics identified below are linked with the organization through a unique relationship. In identifying the key publics we can better understand and avoid wasting time and money trying to communicate with people who do not have a relevant relationship to Bright Beginnings. The key publics that are linked with Bright Beginnings are identified as:

• Board of Directors • Dr. Betty Jo Gaines, Executive Director • Junior League • Staff and Volunteers at Bright Beginnings • Donors

o Federal Government o DC Government o Foundations o Corporations o Community Partners o Individuals o Faith-‐Based

Among these publics, the key stakeholders and influencers for Bright Beginnings are the Board of Directors and Dr. Betty Jo Gaines, Bright Beginnings Executive Director. Second to these stakeholders is the Federal Government for their involvement with the Head Start and Early Head Start Grants and the DC Government, Office of the Superintendent, as they regulate early childhood education services.

Appendix: Key Publics Chart

Competitors Bright Beginnings competitors can be defined as broadly as any and all nonprofits and organizations that donors are supporting and funding. Considering just the Washington, DC-‐based organizations focused on children, early development and homelessness, the competitors are as follows:

House of Ruth helps women, children and families in the greatest need and with very limited resources build safe, stable lives to achieve their highest potential. At House of Ruth, women, children and families heal from lifetimes of abuse.

Community of Home DC provides hope and stability to low-‐income and homeless adults and children in Washington DC. This organization offers a range of programs from

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healthcare to housing with supportive services and programs promoting and creating stable lives for themselves and for their children.

The Homeless Children’s Playtime Project is the only children’s program offered in five shelters a total of eight times each week. The program model provides one-‐on-‐one attention, healthy snacks and access to developmental toys and activities designed to reduce the traumatic effects of homelessness on children and to promote learning and joy.

Every product, business or service needs a Unique Selling Proposition that will make it stand out from the competition. Strategies Inc. considered the following questions to determine BBI’s USP.

• What does the organization do the best? • What does the organization do better than our competition? • What awards have been won? • What does the organizations service do better than anyone else? • What makes the organizations business model different from our competition?

Bright Beginnings

Focuses on Early Childhood Development and preparing the

child to enter Pre-‐K

Offers Full Service Program -‐to reposimon parents for a more

stable future

House of Ruth Focuses on Abused Women & Children -‐Support Services to recover from domesmc violence

Offers Temporary Housing

& Daycare

Community of Home DC

Focuses on Healthcare

and Temporary Housing

Offers Tutoring & Mentoring

Aoer-‐school acmvimes

The Homeless Children Play^me Project

Focuses on Children’s program offered in shelters -‐8 mmes each

week

Promotes healthy living and reduce tramamc effects on

children

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Strategies Inc. feels that BBI’s uniqueness lies in that it is the only local organization that provides comprehensive, long-‐term benefits to homeless children and families through a holistic approach that focuses on the highest standards of early childhood education. Bright Beginnings, Inc. has earned accreditation, twice, as one of the nation’s premier child and family development centers by the National Association for the Education of Young Children. This award has only been achieved by eight percent of early childhood centers nationally, is one of the most respected and widely sought after designations for child and family development centers.

Appendix: Competitor Communications Audit

Situational Analysis (SWOT)

Strengths Bright Beginnings strength lies in the service and care they provide to homeless children and their families. Their program is full-‐circle; taking the child in, preparing that child to enter Kindergarten, as well as counseling and educating the parents to stabilize their lives. Bright Beginnings addresses the immediate and long-‐term needs of the children and their families. The following are Bright Beginnings strengths:

• A Head Start/Early Head Start grantee. • A curriculum centered on High/Scope, an approach to learning that is widely recognized for

helping young children in disordered environments. • Comprehensive case management program that addresses the root causes of homelessness. • Strong emphasis on parent involvement in the healthy development of their children.

Weaknesses The organization relies too heavily on funding from government and institutions and needs to pay attention to developing their individual donor base. They have not developed and cultivated relationships for long-‐term support and financial stability. Their internal focus needs to shift to develop a program that proactively communicates and tracks their individual donor base. Bright Beginnings weaknesses can be defined as:

• Underdeveloped relationships with current individual donors. • Underdeveloped tracking system for donors. • No strategic communications and outreach programs to sustain and develop new donors.

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Opportunities The timing is right to grow Bright Beginning’s individual donor program. Institutionally, Bright Beginnings needs a way to manage increased demands from the community. At the same time, according to an annual survey conducted by Wilson Research Strategies, Americans plan to increase their charitable giving in 2011 for the first time since the recession began in 2007. This plan takes advantage of that anticipated trend with a manageable, tailored program that maximizes donations from individuals. Threats With so-‐called Republican “deficit hawks” controlling the U.S. House and promising to eviscerate all discretionary government spending, the current political climate in Washington is exceptionally hostile to organizations that serve America’s underprivileged. Likewise, Bright Beginnings faces the threat of reduced funding from foundations and corporations, which could potentially retrench during the economic downturn.

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FUNDING & DONORS Revenue Sources The primary challenge facing nonprofits today is financial stability. Bright Beginnings has successfully established and maintained solid revenue sources; however, their financial support is imbalanced toward corporations, foundations, and the government. In 2009, approximately 64% of Bright Beginnings’ total funding came from government contracts, grants, foundations and corporate contributions. While those sources have remained stable, Bright Beginnings’ demand for services has tripled and the loss of jobs and chronic underemployment has continued to take its toll on DC’s poorest. In order to meet higher demand in the community, Bright Beginnings must maintain its current revenue sources, while simultaneously shifting focus to expand and cultivate its individual donor base. In 2009, individual donations represented 8% of its funding support, indicated significant room for growth. Growing the individual contributions is important because individuals tend to offer more flexibility in their donations, giving more room to spend on operational needs.

Bright Beginnings 2009 Total Revenue and Support Government Contracts & Grants (46%)

Foundamon & Corporate Support (18%)

Contribumons (8%) (Individual Donors)

Donamon Services & Equiptment (9%)

Special Events (2%)

Interest & Other Income (1%)

Net Assests Released from Restricmon (16%)

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Donors (Geography & Demographics)

Mindful of Bright Beginnings’ lean staffing and resources, Strategies Inc. recommends maximizing the giving potential of each existing donor. Working with existing donors saves time and money. It costs much less to energize current donors, compared to the costs of a larger campaign to acquire new donors. The following section offers an overall picture of the geography and demographics of Bright Beginnings’ entire donor database. The Heat Map below is a snapshot of where the current donor base lives and the demographic characteristics they share based on a geographic analysis.

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An analysis of donor zip codes shows that the highest concentrations of Bright Beginnings’ donors reside in wealthier areas:

• Northwest Washington, DC • Fairfax • Arlington • Bethesda • Silver Spring

These affluent neighborhoods are populated with highly educated, upper income professionals. The following is a list of characteristics of Bright Beginnings’ donors based on their geographic information:

• Median household incomes of more than $140,000. • Mostly educated to the graduate level. • Professionals in management positions. • Predominantly white, with a high concentration of Asian Americans, with some Hispanic/Latino

and black. • Travel enthusiasts; technology-‐savvy with a penchant for the good things in life such as:

expensive imported cars, exclusive retail shopping and specialty exercise.

Appendix: Personas, examples of donors

Donor Segmentation Since the best predictor of future behavior is past behavior, Strategies, Inc. proposes segmenting Bright Beginnings’ donors based on the recency, frequency, and monetary value of previous donations. Segmenting donors creates groups of individuals who share similar characteristics. This will allow Bright Beginnings to focus on cultivating the most promising donors, while offering them specific, tailored messaging.

Strategies Inc. utilized a scoring methodology to better understand the donation behaviors of the current donors. This scoring method is referred to as RFM.

Recency – How recently has the individual donated?

Frequency – How often does the individual donate?

Monetary Value –How much does the individual donate?

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Strategies, Inc. created categories based on behavior patterns for each attribute, which were scored on a scale from 1-‐5.

RFM Methodology

RFM Model: Donors Segments based on the RFM Score

RECENCY

•  2011 -‐ 5 Points •  2010 -‐ 4 Points • 2009 -‐ 3 Points • 2008 -‐ 2 Points • 2007 or earlier -‐ 1 Point

FREQUENCY

• 10+ donamons -‐ 5 Points • 6-‐9 donamons -‐ 4 Points • 3-‐5 donamons -‐ 3 Points • 2 donamons -‐ 2 Points • 1 donamon -‐ 1 Point

MONETARY VALUE

• $5000 + -‐ 5 Points • $1000 -‐ $4999 -‐ 4 Points • $500 -‐ $999 -‐ 3 Points • $100 -‐ $499 -‐ 2 Points • $0 -‐ $99 -‐ 1 Point

Inner Circle

• 11-‐15 Points • 216 Donors • 21%

Dedicated Donors

• 6-‐10 Points • 501 Donors • 49%

Supporters

• 1-‐5 Points • 307 Donors • 30%

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Inner Circle

• There are 216 donors (21% of the total database) who scored between 11 and 15 points. • The ideal “Inner Circle” Donor gave in 2011, has donated more than 6 years, and gives $5,000 or

more. • Inner Circle donors are concentrated in 20007, 20008, 20009, 20016 and 20815 zip codes.

Dedicated Donors

• There are 501 donors (49% of the total database) who scored between 6 and 10 points. • The ideal “Dedicated Donor” gave in 2010, has donated more than 3 years, and gives $500 or

more. • Dedicated Donors are concentrated in 20007, 20008, 20015, 20016, 20815 and 22101 zip codes.

Supporters

• There are 307 donors (30% of the total database) who scored between 1 and 5 points. • The ideal “Supporter” gave in 2008, has donated 1 or 2 times, and gives $100 or more. • Supporters are most likely donors who contributed during a fundraising event such as the 5K

race or the Help the Homeless Walkathon. • Supporters are concentrated in 20007, 20008, 20009, 20816 and 20016 zip codes.

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GOAL Based on the 2009 annual report, total individual donations were $226,629, representing just 8% of Bright Beginnings’ total revenue. The goal of this plan is to increase individual giving by 25% or $56,657 by end the end of 2011 by focusing on:

• Increasing value of each donation • Increasing frequency of donations • Accessing donor referral networks

STRATEGY Strategies Inc. has created a five-‐step strategy to strengthen BBI’s Individual Donor Cultivation Program that focuses on strengthening the bonds with individual donors by meeting their emotional needs and expectations. We recommend using a multi-‐channel approach while executing the strategy. A study by Blackbaud, Inc. showed that using a multi-‐channel approach resulted in an increase in first-‐year donor retention rates by 61% compared to 32% retention rates for offline donors and 24% for online donors. Multi-‐channel donors also give higher donations than single channel donors. Below are 5 strategy points, followed by a description of how to implement the strategy through multiple channels.

1. Learn. Gather new information about donors via surveys and informal conversations. Keep the dialogue open and honest and ask for feedback at every opportunity.

2. Cultivate. Create a deeper sense of “belonging” for donors by enabling greater access to Bright Beginnings’ staff and facilities through cultivation events. Cultivation events allow you to establish a trusting, long-‐term relationship in advance of planned solicitations.

3. Ask. Set up more fertile opportunities to ask donors for their support, then sharpen BBI’s solicitation practices by increasing the quantity and the quality of the “ask” in each communication channel—online, direct mail, phones, etc.

4. Appreciate. Use your insights on donors to put together a meaningful appreciation program. Create an appreciation protocol that triggers an appropriate and timely response for every size of contribution.

5. Access Referrals. Spend several months reconnecting with existing donors in order to later ask your donors to help identify new prospects.

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1. LEARN: Learning about your donors. The first step to creating a meaningful donor cultivation program is recognizing that the relationship with the donor is a two-‐way street. Below is a list of the core reasons people give when asked why they donate to charity: • Because they were asked • Belief in the organization’s mission • Recognition • Self-‐image, honor • Sense of belonging to something bigger than oneself • Giving back to a cause that has helped them • Peer pressure • Admiration for a professional leader of the organization • They want or already occupy a leadership role in the organization • To set an example • Family or religious tradition • Tax deduction • Personal gain (getting basketball seats, etc.)

While it’s clear that Bright Beginnings’ donors are already motivated by the mission, this list shows that donors have many reasons for giving, and several of those reasons are about fulfilling an emotional need. We recommend reaching in deeper to find out more about your donor’s needs and what they expect to get emotionally in exchange for their donation. Here are several ideas of activities that help you learn more about what makes your donors tick.

Appendix: Sample Donor Survey

• Online donor surveys, for example Survey Monkey, are a free and efficient way to take the temperature of your donors. You can ask up to 10 quesmons for free and get the results tabulated and analyzed instantly. (Sample survey included in the appendix.)

Online Surveys

• Ask donors or volunteers to describe the reasons why they donate and how they feel about the quality and the quanmty of communicamon they receive from you. Reasons may change over mme, so it’s important to check in periodically.

Informal Conversamons

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Learning More About Online Giving There are several important key findings to help us learn more about the benefits of online giving. According to the 2010 Online Giving Report from Blackbaud:

• Online giving grew 34.5% in 2010. • 7.6% of total fundraising now comes from online giving. • 88% of nonprofits had at least one online gift of $1,000 or more. • 31.3% of all online giving takes place in October, November and December.

What does this means for Bright Beginnings? • While online fundraising is usually small compared to direct mail, it grows exponentially each

year. • Your major donors are online, so use email marketing and social media to learn more about your

online donors. • Year-‐end fundraising is important. Build your list now and create a plan so that you'll be ready

to raise more money this year. • Capitalize on the news cycle and use it to rally your base, reach new supporters and raise more

money.

2. CULTIVATION

Bright Beginnings’ core strength lies in its compelling mission and institutional longevity. It has successfully raised money from individual donors on those merits without a significant or systematic individual donor cultivation program. The good news is that local donors already respond very positively to BBI’s mission—as they should. In 2009, BBI brought in $226,629 in individual donations, an impressive number. Clearly, the work that BBI does to improve the quality of life in our community inspires donors. Even better news is that while donor dollars have rolled in despite modest outreach, research shows BBI’s donors are positioned to give more. According to IRS data, “households making more than $100,000 represent about 10 percent of the population but make up 69 percent of all individual charitable donations.” Analysis of BBI’s donor base shows that most of BBI’s donors live in households exceeding that income level. Combined with an overall commitment to a cause, a high-‐level of emotional involvement with an organization amplifies a potential donor’s willingness to give and directly influences the amount they will give. Better donor relationships allow you to credibly and reasonably ask for higher donations; and they help open the door to donors’ social networks, making it easier to identify potential new donors. In addition to paving the way to a more reliable revenue stream, building stronger relationships with donors stimulates deeper community involvement, volunteerism and a higher level of support for the organization’s mission.

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In order to create a sense of community and guard against donor fatigue, it is important initially to have a series of personal contacts in which they are not actively solicited for funds. Here are some ideas for learning more about donors and creating a sense of belonging:

• Culmvamon parmes are small parmes that allow you to get to know your donors bever and create a sense of community. These parmes can be hosted by the Execumve Director or Board Members in geographic hotspots such us NW, Washington DC, Northern VA and MD; these are culmvamng events that aim to build strong relamons with core individuals with the goal of later meemng potenmal new donors through their referrals.

Inner Circle Luncheon

(House Parmes)

• Consider phoning through the donor list to say thank you for past gios and give an update on the capital campaign or 20th Anniversary events, without asking for a donamon. (Messages on answering machines are okay too.) The idea is that you reach out to donors in a friendly, informamve way before the next solicitamon.

Phone Calls

• Face-‐to-‐face interacmon creates deeper mes and sets the stage for asking for more money, volunteerism and referrals. Meet with nner Circle donors frequently, and with Dedicated Donors as ooen as possible. Face-‐to-‐face meemngs encourage the idea that donors are not just donors, put partners.

Small Meemngs

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Cultivating Donors Through Social Media Social networking gives nonprofits a cost effective way to promote events, educate and raise awareness, and ultimately, create an ongoing conversation between the organization and its supporters. Social media platforms such as blogs, Facebook and Twitter are crucial in building a fully engaged online community that will lead to campaign success. Bright Beginnings currently uses Facebook and Twitter platforms as their main social media online tools. Here are some posting suggestions for practices already in place:

3. ASK Bright Beginnings needs to sharpen its solicitation practices by increasing the quantity and the quality of the way it asks for gifts in each communication channel—online, direct mail, phones, etc.

Appeal Letters Currently Bright Beginnings mails two annual appeal letters per year. Strategies Inc. recommends that Bright Beginnings begin sending appeal letters quarterly. Consider creating seasonally themed appeals that give you a natural “reason” to contact donors. For example, in the late summer an appeal letter with a “back to school” theme that focuses on BBI’s needs during the start of the new school year. No matter how many appeals are sent, it’s best to vary the tone of the communications so that a donor is not getting a letter every month that says, “The situation is critical! Please send money now!” Donors don’t respond to a tone of constant desperation, instead they like to feel as though their donation is making a positive difference.

Start a conversamon and generate word-‐of-‐mouth markemng instead of broadcasmng “calls to

acmon.”

Make sure posts relate to fan demographics.

Post daily, but only if posts are interesmng and relevant.

The goal is to build relamonships, not bombard

readers.

Foster interacmons that connect people with BBI’s

mission.

Post armcles that show stamsmcs and facts about

homelessness in the U.S., or relay informamon on local legislamon that affects the

homeless.

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Tips for an effective appeal letter:

• Highlight a specific event or project. For example, an appeal lever suppormng a back-‐to-‐school drive could ask for funding for children’s books, art supplies, paper and pencils. Idenmfying seasonal needs will grab donors’ avenmon and jusmfy the addimonal appeal.

Highlight Special Projects

• Use a personal story. Personal stories illustrate how BBI makes a difference in childrens' lives. Appeal levers could also highlight a project that children students are working on.

Use a personal story.

• Invite two-‐way communicamons. Consider solicimng donors’ opinions on an issue related to BBI or suggest ways in which interested donors can help with a parmcular task including the development of BBI’s policies.

Invite two-‐way

communicamons.

• Include a clear, strong call to acmon-‐-‐ this is where the “ask” for the donamon takes place (or in-‐kind donamon or volunteer help when applicable). BBI should always be direct in telling people what they can do to make the parmcular project, event, campaign a success. Specifically refer to past gios and directly ask for an increase.

Include a clear, strong call to acmon

• Phone calls are an effecmve supplement to direct mail and email markemng. A phone campaign in conjuncmon with direct mail can increase direct mail response rates by 500 to 1000%.

Follow Up with a Phone Call

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Using Email Marketing To Make The “Ask” Email marketing is an easy way to reach out to your donors and make the “ask.” Here are a few tips to create a solid “ask” in an email campaign:

1. Include a compelling call-‐to-‐action • Compel readers to do something • Give them a sense of excitement and/or urgency • Use specific action-‐oriented language

2. Create supporting landing page(s) – cultivate, ask, refer • Draw them to the website • You got them to act, bring them closer by emailing them basic points and allowing

them to find out more info on your website It is also important to note that according to a recent comScore study, web based email declined in 2010, while mobile email increased by 36%. Bright Beginnings should consider optimizing action alerts and fundraising appeals on mobile email and ensure that they are focused and easy to read with a clear call to action. Using Social Media To Make The “Ask” As you have read above, we suggest that BBI send appeal letters four times per year. Strategies, Inc. also recommends updating all social networking with the same messaging as used in the appeal letters. It is important to make sure the messaging is consistent through different online channels. Below are a few tips for making the “ask” through social media:

Create complementary messaging for Twiver, Facebook, Email and the

website.

Create larger “Donate” buvons in the top leo corner of all

online media sites.

Send an email guiding donors to find you on your online

channels.

Add a Causes link to Facebook. Request acmon by asking

Facebook friends to donate to your cause.

Add “join my list” to the Bright Beginnings’ Facebook page. When users click on Facebook from the Bright Beginnings’

website, Facebook should open to the join my list page.

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Who Will Do The Asking? Building Up Your Fundraising Army With modest staffing members working on both communications and development, BBI will need to recruit, train and manage a group of volunteers to assist in fundraising.

4. APPRECIATE A thank-‐you note is the beginning of a donor’s next gift to Bright Beginnings. While nonprofit organizations almost always thank donors, very few do it well or often enough. Implementing a thorough and strategic plan of gratitude ensures that you stand out from any other organization that your supporters may give to. The task of thanking should take up about 20% of the staff time.

A thank-‐you note serves four important functions • It lets the supporter know the gift was important to you • It reminds them that they actually gave a gift • It gives them written proof of their gift for the IRS • It is an opportunity for Bright Beginnings to establish or further the relationship with the

supporter

If done well, it sends the message: • “We value you—not just your money” • “We’ll use this money wisely—as promised”

• Volunteers make especially effecmve fundraisers because they care about your mission and other donors respect them as messengers.

1. Idenmfy a core group of 10 volunteer fundraisers.

• The program should clearly define the goals of the 20th Anniversary campaign and define “the ask” for each level of donor.

2. Create a volunteer orientamon/training

program.

• For example, the first project should be phone calls to previous donors who have dropped off.

3. Put volunteer fundraisers to work re-‐establishing bonds with

previous donors.

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Thank You Follow Up Diagram by Donor Segment:

Thank-‐you Notes A thank-‐you note should be more than a receipt or form letter. A well-‐executed thank you note is personal and memorable. Unexpected touches like sending a personalized, hand-‐crafted card, artwork or picture makes a difference. The thank-‐you note is an opportunity to reiterate how the gift is helping Bright Beginnings do its work. Supporters enjoy hearing something they haven’t heard before about the organization, such as, what progress is already underway on the specific project to which they gave, or what upcoming events BBI has planned, or how many new supporters have recently given donations. Every donation should be seen as an opportunity to further a relationship with the supporter.

• Everyone who donates any amount of money or in-‐kind gift to Bright Beginnings should be acknowledged for his/her effort.

• Anyone who makes more than a token gift to Bright Beginnings should receive a prompt, ideally hand written letter within 24-‐72 hours of receipt of their gift.

• Those that give a substantial amount should receive a phone call and an invitation to come to the Bright Beginnings campus.

Supporters Receive “enhanced” thank-‐you lever

within one week of donamon

Dedicated Donors Receive handwriven thank you lever

within 24-‐72 hours of receipt of gio

If mme allows, follow-‐up with this donor with a phone call within a week.

Inner Circle Receive phone call within 24-‐72 hours of receipt of gio

Follow-‐up with handwriven thank

you note

Follow-‐up with donor to make sure they

know an invitamon is extended to supporter

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A thank-‐you note is about the person who made the donation. Some sample language you might consider using:

• “You made my day” • “Guess what you made possible” • “I opened my mail today and saw your donation” • “I have a great story to share with you” • “Your donation came across my desk today” • “Your donation is helping us provide X” • “Your support has helped us to...”

While form letters may be the easiest way to send out large quantities of thank-‐you letters they are the least effective. If you absolutely must use a form letter you can make personalize it by:

• Including children’s artwork or photos. • Including a brief, handwritten note at the bottom of the letter. • Including an insert or invitation to an upcoming event at Bright Beginnings. • Following up in a personal way like a phone call or note in the mail when you have time.

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Sample Thank You Letter

Dear Don:

Thanks to you, Anthony and his twin sister, Jane, will enter kindergarten this August ready to succeed.

I was thrilled to open today’s mail and find your very generous donation of $75. Your commitment to helping

displaced children in Washington D.C. grow and learn in a loving environment is appreciated by those who help them and, most importantly, by those who benefit from our services -‐-‐ children just like Anthony and Jane and

their families. Community support has been very encouraging as we have received gifts from over 100 people so far in 2011.

And, there’s even more exciting news to report to you today: Your gift will be used to help open our new campus

in Washington D.C. We are almost at our goal of $5 million dollars. This means you are an integral part of helping give 150 additional children a safe place to learn and grow.

To comply with Internal Revenue Service regulations, this letter also confirms that you are receiving no goods or

services in return for your contribution.

I am so thankful for people like you. We hope you’ll come see the difference your gift has made, at our celebration for Bright Beginnings 20th anniversary, on October 24th—at our Bright Beginnings campus. Look for more details in

an upcoming mailing or on our website at www.BrightBeginningsInc.org.

To a brighter future,

Joan Woods

Development Director

Bright Beginnings Inc.

Appendix: Handwritten Thank You Note

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Appreciate Through Online Media

It is important to show appreciation to all online supports. Use email marketing and social media to thank your donors and supporters.

5. ACCESSING REFERRALS The donor relationship strategy comes full circle when current donors engage in peer-‐to-‐peer fundraising by becoming BBI’s “brand ambassadors.” The concept of amplifying your Inner Circle and Dedicated Donors is best summed up by Seth Godin: “Turn strangers into friends. Turn friends into donors. Then do the most important job: Turn donors into fundraisers.” A collaborative, donor-‐centric strategy to build up BBI’s individual donor stream may be the most effective and cost-‐efficient approach to reaching new donors. With limited budget and short staff, getting through all the clutter and reaching potential new donors, it is best to leverage relationships with current donors and access their social networks for referrals. Events are an ideal way to do accomplish this.

Send thank you emails and update all social media sending a thank you aoer

each event.

Post an individualized thank you to donors who make a gio of $5,000 or more. This can be included in BBI’s newslever as well.

Post tesmmonials from parents and kids that have benefited from Bright Beginnings’ services.

Post pictures of children’s artwork and pictures from

each event.

Respond to @menmons or retweet thanking the

individual or organizamon for their support.

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Accessing Referrals through Online Media

It is simple to ask for referrals through online channels using the following tips:

• Email marketing and social media posts should include a request to share with friends. • Generate more fans by challenging current fans to invite their friends to support Bright

Beginnings’ cause.

To help Bright Beginnings make the most of their social media networks, we also recommend the use of a social media dashboard called Hootsuite.com.

Appendix: Quick Tips on Mobile Email Optimization

Appendix: How to Grow Your Email List

• Invite deeply engaged donors to bring their friends to BBI for an Open House. Introducing them to the facility and the kids creates a compelling call to acmon.

Open House

• Levers invimng donors to the open house is a crimcal tool to encourage them to bring their friends. Stress that advancing BBI's mission is a collaboramve effort between the donor and the organizamon.

Levers

• An invitamon via a phone call adds a personal touch to a mailed invite. It makes the request more sincere and creates an opportunity to reinforce the appeal to bring a friend.

Phone Calls

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DONOR JUMPSTART CAMPAIGN: “A Piece of a Bright Beginning”

Campaign Overview BBI’s 20th Anniversary on September 2011 is a fitting event to launch and put into practice the relationship-‐ building recommendations outlined in this plan. The campaign entitled, “A Piece of a Bright Beginning” will demonstrate how the 5-‐point strategy of LEARN, CULTIVATE, ASK, APPRECIATE & ACCESS REFERRALS will come into play within a 7-‐month period or the remaining part of the year. The first three months will aim to know current donors through online survey and personal conversations, while cultivating relations with them. This part of the campaign will pave the way for an effective “ask” during the anniversary month. The final three months of the campaign will create a venue to appreciate their contributions, continue cultivation initiatives and tap into donors’ networks for future referrals.

This comprehensive, multi-‐channel campaign will highlight BBI’s success over the past 20 years and set the organization’s goal to help more homeless children in the future through a robust and mutually beneficial partnership with donors.

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The campaign will utilize BBI’s current resources. Strategies Inc. will not reinvent the wheel, but rather, maximize the tools that BBI currently employs and incorporate a personal aspect to the whole experience. We will refine and tailor current communications and introduce new ones that will be easy to execute. We recommend using current photos, images, children’s artwork and materials to develop campaign-‐related collateral. We can help provide scripts and training for volunteers who will engage in personal communications with donors; set-‐up online donor survey and help set-‐up events that will be venues for personal interaction with donors.

The Big Idea Puzzles are effective but fun tools to develop motor, memory and problem solving skills among young children-‐skills that are essential to prepare them for real-‐world challenges. Given the importance of the puzzle in early childhood education, Strategies, Inc. recommends using it as a metaphor around which the ASK will be made. It also represents the homeless child who stands isolated in the world without the pieces that should come together to make him whole: a home, the nurturing of parents and teachers, and access to education.

The puzzle concept represents a compelling call to action to contribute or get involved with BBI. If you hold “a piece of the puzzle,” it will be difficult to ignore the appeal. Donors will feel they have a role to play in making sure these homeless children have a chance at having better futures.

Messages:

• We recognize and appreciate your invaluable contributions to the organization and our mission.

• Moving forward, let’s work together to build a new center and continue to help more homeless children have bright beginnings and brighter futures.

• Your contributions not only help homeless children with their immediate needs. You help mold

them into good and responsible citizens of the future.

Tone of the Campaign Overall tone of the campaign will be optimistic and consistently enjoin donors to get involved with the mission. It will present them with the current problem of growing homelessness but offer ways to solve the problem by their support of BBI. Individual communications with donors will bring the mission to a more personal level, and therefore create a more urgent reason for them to contribute or get involved. The initiatives should be engaging enough so donors pass on the message to their peers. This may be a good jumpstart for BBI to begin mining their current donor’s networks for prospects or referrals.

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Tactical & Media Elements:

Strategies Inc. recommends a multi-‐channel approach that consistently communicates the same messages through different personal and mostly interactive channels. Note that the more personalized tactics are geared toward the Inner Circle and/or Dedicated Donors. All initiatives will be supplemented by social media across all segments.

COST

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Among the list of tactics, the 20th anniversary event, puzzle material and anniversary video are recommendations specific to this campaign.

• 20th Anniversary Event – we recommend a function be held at the location of the future center. A model/architectural rendering of the facility will be unveiled and a poignant video will be the highlights of the event.

• Pieces of the Puzzle – the appeal/solicitation letter that will be distributed among current donors in August will include an actual puzzle piece. The letter will explain that the puzzle piece at hand is part of a bigger puzzle that represents the homeless child, and the class puzzles that each BBI class will complete within the anniversary month. The letter will provide donors with various ways to get involved such as attending open houses and events, volunteering opportunities and actual monetary or in-‐kind donations.

• Anniversary Video -‐ channel the effects of storytelling to activate the emotional trigger that will make people give more to BBI. This video will be launched during the organization’s 20th anniversary event and will be available online for distribution through social media outlets. The same video may also be utilized as an audiovisual tool for prospective individual donors in the coming year.

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“Piece of Bright Beginnings” Campaign Schedule

TARGET AUDIENCE TACTICS PER MONTH Inner

Circle Dedicated Donors

Supporters MESSAGE & GOALS

JUNE APPRECIATE & CULTIVATE

Acknowledge donors for their contributions over the years; inform about 20th anniversary in September

Introduce and encourage participation in online donor survey

Letters (Thank/Invite)

Invite core donors to Inner Circle Cultivation Events in their area

Phone Calls

Reiterate messages above; collect email addresses; calls to be conducted by select volunteers

Email

Acknowledge donors for their contributions over the years; inform about 20th anniversary in September

Social Media

Reiterate general email message

JULY CULTIVATE

Inner Circle Luncheon (Cultivation Event)

Events will be hosted by select members of BBI's Board of Directors in geographic hotspots such us NW Washington DC, Northern VA and MD; these are cultivating events that aim to build strong relations with core individuals with the goal of acquiring potential new donors through their referrals

AUGUST ASK

Letter (Thank You)

Acknowledge donors' presence during Inner Circle events and

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reiterate value of their support

Make the "ASK" in the spirit of the 20th anniversary celebration; insert token puzzle piece with letter

Letter (Appeal)

Invite donors to 20th anniversary event

Email Make the "ASK" using the "piece

of the puzzle" messaging

Social Media Reiterate email and letter appeal

message

Phone Calls

Follow-‐up on the "ASK"; calls to be conducted by volunteers

SEPTEMBER/OCTOBER ASK & APPRECIATE

Anniversary Event (September)

Acknowledge donors' contributions; make the "ASK" more urgent (i.e., present concrete plans on the new facility that will be funded by the Capital Campaign); emphasize value of partnership between BBI and donors; continue "piece of the puzzle" messaging

To be launched during the anniversary event; leverage the art of storytelling to make the "ASK" more compelling, urgent and personal

Video

Use online media (email, social media, website) to get the video out for all current and potential donors to see; material may be used to cultivate relations with new donors or make "ASKs" in the future

Thank You Card

Acknowledge donors' presence and support of the anniversary event

Thank You Letter Acknowledge donors' response

to 20th anniversary "ASK"

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Phone Calls

Donors belonging to the Inner Circle group will receive acknowledgment phone calls

Face to Face Meeting

Donors with contributions of

$5000 and above will receive a personal visit from either the BBI

Exec Director, management staff or Board member

Email

Acknowledge donors' support of the anniversary fundraising efforts

Social Media

Reiterate email & letter acknowledgement of donors' support

NOVEMBER ASK

Letter (Appeal)

Make the "ASK" in time for Thanksgiving and in preparation for donors' holiday giving

Email Reiterate holiday "ASK", as

explained in letter

Social Media Reinforce the "ASK" across all

networking sites

Letter (Invitation)

Invite Inner Circle donors to the BBI open house in December; Purpose is to bring them inside BBI and show them the organization in action, at the same time, start tapping into their social networks

Phone Calls

Reinforce the invite to the open house and encourage donors to bring a friend/s during the event

DECEMBER APPRECIATE, ACCESS REFERRALS

Letter (Thank You)

Acknowledge donors' response and donations relating to the holiday fundraising; include holiday card in packet

Phone Calls

All Inner Circle donors will receive acknowledgment phone calls

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Face to Face Meeting

Donors with contributions of $5000 and above will receive a personal visit from either the BBI Exec Dir., management staff or Board member

Email

Reiterate acknowledgment of donors' response to holiday initiatives

Social Media Reinforce appreciation message

Open House (Referral event)

To be held in the BBI facility; Donors will be asked to bring a friend/s during the event with the goal of finding potential new donors for BBI: Strategies come full circle when current donors bring in new donors to the organization; Follow-‐up with potential new donors is crucial after the event

Budget

This campaign will be implemented with a $25,000 budget. It will run from June to December 2011.

Appendix: Budget

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METRICS/EVALUATION

Getting started with marketing metrics:

Tactics Metrics and Evaluation

JUNE APPRECIATE & CULTIVATE

Measure reach and frequency: How often are letters sent, how many people were sent the letter

Measure responses from the online donor survey Letters (Thank/Invite)

Measure RSVPs for the Inner Circle Cultivation Event

Phone Calls Record the number of phone calls made, track the number of successful contacts, collect email addresses, track RSVPs, and donations per call

Email Measure reach and frequency: How often are emails sent, how many people received the email, how many people opened the email

Social Media Measure how many people "like" BBI on Facebook, Measure how many people "follow" BBI on Twitter

JULY CULTIVATE

Inner Circle Luncheon (Cultivation Event)

Measure the number of attendees, collect contact information including home address, phone number and email address

AUGUST ASK Letter (Thank You) Record the number of thank you letters sent

Letter (Appeal) Record the number of appeal letters sent. Track RSVPs from the invite sent regarding to the 20th anniversary event

Email

Measure reach, frequency and monetary giving: How often are emails sent, how many people received emails, how many people opened the email, how many people donated when asked to donate, how much did they donate

Social Media Measure discussions on social media after email and direct mail letter appeal message goes out to the donor/supporter list

Phone Calls Record the number of phone calls made, track the number of successful contacts, collect email addresses, track amount donated per call

SEPTEMBER/OCTOBER ASK & APPRECIATE

Anniversary Event (September) Measure the number of attendees, collect contact information including home address, phone numbers and email address, track donors contributions

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Video track number of views, review and measure comments

Thank You Card Record the number of thank you letters sent, collect response or feedback

Thank You Letter Record the number of appeal letters sent, track number of attendees at 20th anniversary event, obtain contact information


Face to Face Meeting Record how often and how many face-‐to-‐face meetings are conducted

Email


Social Media Measure discussions on social media after email and letters are sent to acknowledge donors' support

NOVEMBER ASK

Letter (Appeal) Keep track of the number of appeal letters sent. Track donations given in support of holiday season.

Email


Social Media Measure discussions on social media after the ask has been reinforced through email and direct mail

Letter (Invitation) Track RSVPs to the open house event, create a list of new supporters who are referrals from current donors/supporters

Phone Calls Measure RSVPs via phone for the open house event, measure number of new attendees who are referrals from current donors/supporters

DECEMBER APPRECIATE, ACCESS REFERRALS

Letter (Thank You) Record the number of thank you letters sent. Track donations given in support of holiday season.


Face to Face Meeting Record how often and how many face-‐to-‐face meetings are conducted

Email


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Social Media Measure discussions on social media after email and letter is sent out to reiterate and acknowledge donors' support

Open House (Referral event)

Measure the number of attendees, collect contact information including home address, phone number and email address, measure number of new attendees who are referrals from current donors/supporters

Appendix: Communication Objectives

APPENDIX

TABLE OF CONTENTS

A. EXECUTIVE SUMMARY

B. BACKGROUND • Competitor Communications Audit • Key Publics

C. FUNDING AND DONORS

• Personas

D. GOALS and STRATEGY • Handwritten Thank You Notes • Donor Survey Email • Recommended Survey Questions • Mobile Email Optimization • How to Grow Your Email List • Social Media Guide

E. DONOR RE-‐ENGAGEMENT CAMPAIGN: “A Piece of Bright Beginning”

• Budget • Appeal Letter

F. METRICS & MEASUREMENTS

• Communications Objective • Website Audit and Recommendations

REFERENCES

Competitor Communications Audit

Organization Web Site Strengths Web Site Weaknesses

House of Ruth -‐Clean home page, not too much text -‐Clearly states mission -‐Use of donor testimonial -‐Great visuals -‐Tabs are focused with complete information

-‐No “donate now” button on home page -‐No social media links -‐Do not partner with other organizations that could support their mission

Community of Hope DC

-‐Clean and well organized home page -‐donate, volunteer, social media tabs located top of home page -‐FB link takes you directly to join email list page -‐More info tabs, make access to info easy -‐Great at partnering with organizations that help their cause and have similar missions -‐Each page has a link to join their email list

-‐Do not list what your money buys for the organization. -‐No upcoming events or fundraisers

Homeless Children’s Playtime Project

-‐Lots of information about their organization and their mission -‐Good visuals – pictures and artwork created by the children -‐News is easy to see in bullet points -‐Quote from President Obama adds a nice touch -‐Linked with igive similar to BB’ss program with Safeway.

-‐News on home page is out of date. -‐ how to help “get involved” info should be on home page. -‐No social media. -‐Site is written in paragraph form, the colors make it hard to read. -‐Pull out main points, make it neat and tight.

Org Social Media Strengths

Social Media Weakness

House of Ruth -‐No social media -‐No social media -‐Branding issue: other local charity has the same name but supports HIV/Aids


-‐Start conversation: they post relevant facts, stats and articles about homeless families that they have helped and they post things they’ve done well

-‐Small amount of fans on Facebook

-‐ Mentor program: engage audience -‐ Clear “call for action” in posts -‐Ask audience to spread the word and follow them on FB and Twitter -‐Partner with similar organizations to spread their messages -‐Causes tab on Facebook to help raise money

-‐Even less followers on twitter


No social media No social media

Org Donor Program Strength

Donor Program Weakness

House of Ruth -‐Clearly give options on how to donate with great descriptions. -‐Explains why they need monetary gifts and not in-‐kind gifts. Offers a charity that will take in-‐kind gifts.

No “Donate Now” button on home page -‐Do not accept in-‐Kind gifts


-‐Donate button is top of home page. -‐Donate page offers guidance and various ways to give. -‐Donor page also includes info on how to get involved, volunteer and has a large icon for signing up for important email updates -‐Facebook page has a causes link

-‐ No list of what your money buys -‐No “Donate” link on Facebook page other than a wall post that will disappear as more posts are made


-‐Donate now button is on home page. -‐Lots of info on what they need, how to donate, and how to get involved

-‐info could be tighter and shorter -‐hard to read

Key Publics Chart

PUBLICS

Patrons

Homeless Children/Families

Board of Directors

Producers BB Staff

Donors

Dr. BeYy Jo Gaines

Junior League

Volunteers

Enablers

Federal Goverment

DC Governement

Limiters

House of Ruth Community of Home

DC

The Homeless Children’s Play\me

Project

Personas

Elizabeth Affluent working women with sophisticated tastes, very active

lifestyles and good investing habits.

Demographics: Median Age: 42

Median Income: $174,000

Education: college and above

Lifestyle/Interests: • community/civic activities • donate to charitable causes • current affairs and politics • avid book reading • running/jogging • self-‐improvement

Bill & Nancy Dual-‐income, older couples who use their discretionary incomes to enjoy

all aspects of the good life.

Demographics: Median Age: 61

Median Income: $144,000

Education: college and above

Lifestyle/Interests: • community/civic activities • donate to charitable causes • current affairs and politics • travel • grandchildren • nation’s heritage

Handwritten Thank you Note

Front of Card

Inside of Card

Dear Don,

When your donation crossed my desk today I was thrilled. Your $75 donation is going to directly provide for new books for one of our classrooms. Our kids are going to be so excited to see those new books. And I have great

news to share with you: we're already under construction with our new campus. This means that we will be able to provide a loving and healthy learning environment for 150 additional children in need. I am so thankful for people

like you in our community.

By the way, we're having a big event coming up and we'd love for you to join us. Information will be forthcoming

and be sure to check our website www.BrightBeginningsInc.org for more information. Is it okay that I call you to chat more about what we're doing? I look forward to talking with you.

To a brighter future,

Joan

p.s. Don’t forget to keep this note for proof from the IRS of your generous donation.

Donor Survey Email

Subject Line: Bright Beginnings Needs Your Feedback

Dear [First Name],

You have been recognized as a key supporter of the Bright Beginnings community. We thank you for your generosity in supporting our cause and kindly request your participation in the Bright Beginnings “Donor Satisfaction Survey.” We value your input and look forward to gaining

new insight into the community members who are critical to the success of our mission.

Your past support has helped us to maximize our impact within the community. Your generosity has helped countless children and families living in homeless environments. High-‐quality childcare makes a difference in the lives of these children and families. You have made a

difference too. Bright Beginnings relies on supporters like you and we hope to get your feedback.

Please click on the link below, or cut and paste the entire URL into your browser to access the survey:

http://www.surveymonkey.com/s/3S5QKWJ

This survey will take 5-‐10 minutes of your time. Your volunteered information will remain

confidential. Please complete the web-‐based survey by [2 days from date of email]. We appreciate your participation in this important survey.

As always, thank you for your continued support. Your contributions have made a difference in the lives of so many children at Bright Beginnings.

Sincerely,

Recommended Survey Questions

1. Zip code:

2. What is your age category? a) 18-‐29 b) 30-‐45 c) 46-‐59 d) 60 and up

3. What is your favorite way to keep up with Bright Beginnings? (choose one)

a) Facebook or Twitter b) Bright Beginnings Website c) Mail from Bright Beginnings d) Email Newsletter e) Volunteer visits

4. How do you make your donation to Bright Beginnings? (check all that apply)

a) Bright Beginnings Website b) Mail in a check c) Fundraising Events d) In-‐kind gifts to the school

5. If Bright Beginnings asked you, would you consider adding to your current giving? (Y/N)

6. How satisfied are you with the information you receive about how your donation was used?

a) Very Satisfied b) Somewhat satisfied c) Satisfied d) Somewhat Dissatisfied e) Dissatisfied

7. Do you feel recognized by Bright Beginnings as a donor? (Y/N)

8. Are you interested in volunteering at Bright Beginnings? (Y/N)

9. Do you encourage members of your professional and social network to donate or support a

charity? (Y/N)

10. If so, would you recommend Bright Beginnings? Why or why not?

Mobile Email Optimization

Every organization needs a mobile marketing strategy. Web based email declined in 2010, while mobile email increased by 36%. Nonprofits should consider how their action alerts and fundraising appeals look

on mobile email and ensure that they are focused and easy to read with a clear call to action. Quick Tips:

• Include a plain text version of every message, so that it is easy to read on various applications. • Keep text links uncrowded and make them standout from each other. Your members are

reading on a very small screen. • Don’t use large images links. They can be time consuming for users to download. • Use a good subject line to catch people’s attention. Battle of the inboxes happens on mobile. • Have a clear call to action. Don't bury your ask and don't be wishy-‐washy. Be direct. • Test mobile emails on different smartphones. • Ask your email provider to offer mobile friendly formats and options.

How to Grow Your Email List

Know your list: regularly measure the size/growth rates of your email list vs. your entire data base.

• Keep your list clean -‐ allow users to verify and modify personal data, allow easy opt-‐outs, remove bounced addresses.

• Set clear expectations and keep subscribers engaged -‐ communicate regularly, always recap why you are emailing them and how they can opt out/update their subscription preferences.

o Use your website • Make email a required field on all online forms • Encourage subscriptions through acknowledgement emails when supporters donate • Encourage readers to pass along messages to friends (include option to subscribe on all

publications and social media outlets) • Direct staff, board members, volunteers, and close supporters to include a subscription link in

their email signature • Use SEO to increase traffic (post web based versions of your newsletter/past email archives) • Make it easy to subscribe. Feature a quick way to subscribe from each page and each social

media page (offer relevant incentives; offer multiple subscription options) o Grow list through third parties

• Align through partnerships with similar or complementary organizations to reach common supporters.

• Promote email newsletters in press releases/online article. • Use social networking to increase reach (works well with call to action/campaigns).

o Grow your list offline • Ask for email addresses at every touch point (when they visit BB, when they call, etc.). • Include website address on all printed materials.

o Cultivate new subscribers • Keep them engaged over time. • Send out welcome message immediately after they subscribe, thank them for signing up, include

contact info, provide tax info, add a link to manage subscriptions. • Send follow up message within a week or less – link most recent newsletter, provide important

places to visit – include links to Facebook, twitter, the blog and the website. • After a few months of active email, survey readers to see if you are meeting their expectations.

o Targeting Non-‐responders • Three is the magic number (emails perform best when the same message is sent to a non-‐

responder three times) • Don’t forget these people, reach out to them and create a sense of urgency (use subject lines

like “last chance” or “urgent need”)

Social Media Guide

To help BB make the most of their social media networks, we recommend the use of a social media dashboard called Hootsuite.com. You can sign up for the free version, however for $5.99 per month

Hootsuite can provide the organization for your social media campaign.

How it works:

• Links and spreads messages in multiple social media accounts – facebook, twitter, etc. • Track results: reviews success in real-‐time with click through stats and easy reporting and

exporting of data.

• Social on the go: compose and converse using mobile aps • Team collaboration: manage multiple contributors and share data and access without

sharing passwords.

• Assign tasks: fine-‐tune your team by delegating messages and monitoring responses and progress.

• Schedule updates: optimize delivery by choosing the best time and date to reach your

audience. • Monitor mentions: gather intel by tracking mentions about your organization or search

terms.

• Custom interface: work efficiently with social streams, tabs and columns– choice of design themes

Budget

This campaign will be implemented with a $25,000 budget. It will run from June to December 2011.

Appeal Letter

Communications Objectives

METRICS/EVALUATION

How to Evaluate Bright Beginnings Communications Objectives

Stages Activities Methodologies

Objec]ve Acheived

Change in Behavior or A^turde

Increased Awareness Number who consider message

Number who recieve message Number of messages suppor]ng objec]ves

Number of messages sent

Quality of message presenta]on Appropriateness of message content Appropriateness of the medium

Adequate background informa]on and research

Outcome

Out-‐takes

Outputs

Inputs

Measure increase in donations and new supporters from referrals

Response Rates, Attendance at Events, Readership, Inquiries

Email & direct mail distribution statistics (Appeal Letters), number of phone calls, and face-‐to-‐face meetings

Expert Review, Feedback, Awards and Recognition

Website Audit and Recommendations

Can Supporters and Potential Supporters Find You Where They Are Looking?

The Web has become the preferred research tool, contact method, and communication channel of

choice for many Americans. As such, creating a strong online presence and offering current and potential new supporters multiple ways to stay in touch is vital in today’s digitally connected world. The purpose of Bright Beginnings’ website is to make it simple and easy for supporters to find your

organization, research and connect with your cause and hopefully to donate right there on the website.

Your website should serve as your communications and marketing “home base.” This is where you want people to begin when contacting Bright Beginnings for the very first time. Potential new supporters will base their entire impression of you based upon your website. Your website is also your “contact

information” that you want your current supporters to pass along to their friends, family, or colleagues that may be interested in your cause. It is important that your website is current and up-‐to-‐date and is a

site that your supporters would be proud to share with their family and friends.

The first place that many of us turn these days when we have a question or are looking for an answer is to a search engine like Google. In order to be found when someone is looking for you or asking a question related to your organization Bright Beginnings must have a website that you update regularly,

that others link to, and that involves itself in the conversation online.

Any user that is savvy enough to visit your website is likely to be comfortable giving online as well using a credit card. Since Bright Beginnings already has an online donation system in place it should be mentioned in all of Bright Beginning’s organization’s fundraising materials. Online giving may be

preferable to some people who are reading your materials on paper but find it easier to go to the website and donate than fill out a check and send in an envelope. This means that it is important to bring supporters to the website where they’ll be able to read further information about the

organization.

The Goal for our Website Optimization is to:

• Increase website traffic by 25% • Increase online donations by 10%

Website Audit for wwww.BrightBeginningsInc.org

Search Engine Optimization The term “search engine optimization” is the art and science of making web pages attractive to the search engines so that your website is easily found by those looking for what you have to offer.

A 2008 study by the search engine marketing firm iProspect found that 49% of people look at only the first page of results if they don’t find what they are looking for on the first page, they’ll change their search terms or search engine. That means that you must optimize your site for the search engines using

a variety of tactics that we’ll out line below so that your site appears on the first page when someone searches for those terms.

Competitive Domain Analysis An overview analysis of Bright Beginnings website compared to three of its local competitors with similar missions and goals shows that the Bright Beginnings website has significant room for

improvement. Overall, the House of Ruth website www.HouseOfRuth.org scored highest in every category.

A heat map shows where the greatest amounts of clicks are on the first page of Google’s search engine

return page.

URL BrightBeginningsInc.org Choosing a keyword-‐rich URL is important not only for search engine optimization but also from a usability standpoint. When an organization uses a keyword-‐rich URL it helps the user immediately know

what that site is about. Although the URL www.BrightBeginningsInc.org is the company’s brand name, it is not easy to remember because it unnecessarily includes the abbreviation “Inc.” It is reasonable to believe that the average person would not remember to include “Inc.” in the URL.

The risk is that a person would search for “Bright Beginnings” and be confused with the large number of

Bright Beginnings schools and organizations that are present online. Beginnings Google Analytics report for 2010 shows that most visitors to the website arrive to the site via a search engine and many people include the geographic identifier “DC” when searching.

Page Title The page title is the first of several critical pieces of real estate within each of your

websites’ individual content pages. A page title is usually a good indicator to tell whether or not a site has been optimized

A title tag is an important Meta tag that is

located at the top of each web page. The title tag should contain highly searched

relevant keywords. The title should not be too long or contain too many characters or the reader (and the search engine) may not

get to see the entire title tag.

Some web designers/developers prefer to create a generic page title and then repeat it verbatim or in some variation throughout an entire website. This is a missed opportunity because the

page title is the first item Google looks at when indexing a site’s content page to determine the page’s relevance to the keyword’s found within the particular page’s content.

Suggested Recommendation: It appears that the URL BrightBeginningsDC.org is available. This is a better choice for a URL than BrightBeginningsInc.org because it tells both the user and the search

engine that the site is about the specific organization in DC.

A page’s title also becomes the clickable link that Google displays within its search results. By having a title that describes the content on the page using targeted keywords Bright Beginnings is both increasing

the likelihood that a user clicks on the site and increasing the sites value in the eyes of Google.

There are several problems with the title tags on the BrightBeginningsInc.org website. The title tags are not keyword rich and they are not unique to each individual page’s content.

Currently there are 35 duplicate page titles on the BrightBeginningsInc.org website. Currently the title page on 35 of the 36 pages of Bright Beginnings website is simply “Bright Beginnings.”

META Descriptions The Meta description is a brief description of the overall website which is created by the website owner. Search engines sometimes use Meta descriptions to display them in the search result listing. While accurate Meta descriptions can improve the number of people who “click through” they won't

necessarily impact your site’s ranking within search results.

It is a common problem during the web design process to not include a META description fields on your web pages. Developers tend to focus on the design and usability of the site and do not necessarily pay intention to content optimization.

The Meta description should employ the keywords intelligently, but also create a compelling and

attention grabbing description that a searcher will want to click. The description should optimally be between 150-‐160 characters.

The Bright Beginnings website does not have a Meta description on any page. This is a lost opportunity to grab the reader’s attention or tell the reader what the site is about.

It is important to differentiate the Meta descriptions for each page within the site.

Urgent Recommendation: Fix title tags on Bright Beginnings website.

Example Title Tag: “Bright Beginnings DC Programs for Homeless Children”

Urgent Recommendation: If you don't have time to create a description for every single page, it is recommended to try to prioritize the content on your website. You can start by creating a Meta

description for the most critical or important URLs that are on your site like your home page and popular and frequently visited pages.

Alt Tags An alt tag is an HTML tag that provides “alternative text” when non-‐textual elements, which are typically

images, cannot be displayed.

There appear to be no alt tags on the images on Bright Beginnings website. It is important to have alt tags not only for search engines to know what kind of content is on the site, but it is also extremely important for visually impaired readers who are visiting your site and are relying on the alt tags to know

what is in the image.

Keyword Prominence, Frequency, and Density All three of these terms deal with the location and repetition of the keywords you place within your page content. Keyword prominence is the determination of how close a keyword is to the start of a

paragraph. A keyword appearing at the top of the beginning of a sentence, and at the beginning of a paragraph will be considered more relevant by a search engine, versus keywords found toward the bottom of a page’s content.

Frequency represents the number of times a given keyword or keyword phrase is repeated within the

same page of content.

Keyword density takes your keyword frequency and divides it by the total numbers of words within the text-‐based content of the page.

An example of five of the most commonly searched for terms relating to Bright Beginnings mission are sampled below. Bright Beginnings website, however, is not optimized for any of these terms.

Essential Recommendation: It is recommended that Bright Beginnings add alt tags to the nontextual elements on the website. This is an easy fix and one that can be very valuable from an SEO

standpoint. Alt tags should always describe what is in the picture but it is recommended to use keywords in the alt tags.

Example: “Photo_of_Bright_Beginnings_DC_5k_Race”

Essential Recommendation: Bright Beginnings must review commonly searched for terms that are related to Bright Beginnings mission. This can be done using tools such as Google’s Keyword Tracker. By reviewing commonly searched for terms, Bright Beginnings can take steps to optimize

its website for some of these terms that seem to be the best fit with a high number of local searches and relatively little optimized competition. Once keywords are identified steps can be taken to appropriately incorporate these terms into prominent places on content pages.

Inbound Links Inbound links are often referred to as “external links” and can be defined as links posted on other sites

linking to your website. Inbound links are extremely important because Google considers sites with more links to be more popular and more relevant and Google rewards these sites with a higher ranking.

Bright Beginnings currently has 410 total in links with 105 individual domains linking to the website. By

increasing the number of sites linking to its website Bright Beginnings will make great gains in its online visibility.

Content Still Remains King, Even Online We know that in order to have websites link to our content first and foremost Bright Beginnings’ website must have unique and compelling content that other websites would be interested in linking to and visitors would be interested in sharing.

Currently there is great opportunity to improve the quality and content of the website. Creating good

content and acquiring inbound links help to build trust amongst supporters and potential visitors of your website. If someone sees that a popular, reputable website links to you then they may be

more likely to believe that what you have on your site is of value to them and something that they would be interested in

Keywords Local Monthly Search Volume Competition Optimized Competition

Help for the homeless 22,200 31,300 11,600

Center for homeless 6,600 32,300 9,810

Homelessness children 1600 15,400 712

Help homeless kids 720 285,000 2,870

Child homelessness 720 54,100 1,090

Website Total In Links Total Linking Root Domains

BrightBeginningsInc.org 410 105

PlaytimeProject.net 266 32

CommunityofHopeDC.org 442 98

HouseofRuth.org 2,288 148

Bright Beginnings undoubtedly has fascinating, heart wrenching stories to share and tales of miracles that came true. Some of these stories are very briefly mentioned on the website. This content should be expounded upon and compose entire pages as opposed to small paragraphs on the website.

Urgent Recommendation: Create content that other websites want to link to! If you don’t have interesting, compelling content that is organized on the site and easily found, other websites will not want to link to you. This is addressed in the next section.

Urgent Recommendation: Website content must be reviewed and compelling and interesting

content must be placed in prominent positions. Suggested content is:

• Increased number of specific stories of need or success • Success stories section expounded upon and updated frequently • Children, families, volunteers or staff members featured • Feature pictures, people and stories in prominent places on the website

References

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