LA event, Dec 11, 2008: Fundraising and Branding

Digital Marketing Techniques for Non-Profits

Most Successful Organizations Realize That Today: There is No Online World

There is No Offline World

There is Just the World

Boomers separate the world into online and offline segments. They put together traditional marketing plans and digital marketing plans

The Gen X’s and Milennials do not see two worlds. They see only one, seamless world and expect all marketing to be fully integrated

Trends in Branding

Four key trends The precedence of emotion

Feelings about brand influence brand bonding Awareness is a means to an end; not an end in

itself What you say about your brand is less

important than how you leave people feeling about it

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World Wildlife Fund

Animal Adoptions – adopt one or more of 90 species. You can view adoptions, apparel, crafts

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World Wildlife Fund

Animal Adoptions Kit – specific animal adoption page showing donation packages you can buy

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World Wildlife Fund

Join the Wildlife Rescue Team – this page sets up a monthly automatic debit from your credit card or checking account

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Trends in Branding

The search for brand experience Future belongs to those who create emotional

connections Engagement vs. interruption Inspirational users vs. heavy users Return on involvement vs. return on

investment

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The Metropolitan Museum of Art Different work featured daily on site Identifying areas with most need

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The Metropolitan Museum of Art

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Trends in Branding

The growing power of community Where people of common interest share

resources, assets, information and moral support

The surge of the digital bazaar One billion people online Bazaar represents personal relationships,

engagement of the five senses, the latest news

Melding of online and personal experience

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Obama-Biden Campaign

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Excerpts from the Washington Post “Obama's online operation, broke down the

numbers: 3 million donors made a total of 6.5 million donations online adding up to more than $500 million. Of those 6.5 million donations, 6 million were in increments of $100 or less. The average online donation was $80, and the average Obama donor gave more than once.”

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“Obama's e-mail list :13 million addresses. Aides sent more than 7,000 different messages, many of them targeted to specific donation levels (people who gave less than $200, for example, or those who gave more than $1,000). In total, more than 1 billion e-mails landed in inboxes.” Washington Post

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“A million people signed up for Obama's text-messaging program. On the night Obama accepted the Democratic nomination at Invesco Field in Denver, more than 30,000 phones among the crowd of 75,000 were used to text in to join the program. On Election Day, every voter who'd signed up for alerts in battleground states got at least three text messages. Supporters on average received five to 20 text messages per month, depending on where they lived -- the program was divided by states, regions, zip codes and colleges -- and what kind of messages they had opted to receive.” Washington Post

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“On MyBarackObama.com, or MyBO, Obama's own socnet, 2 million profiles were created. In addition, 200,000 offline events were planned, about 400,000 blog posts were written and more than 35,000 volunteer groups were created -- at least 1,000 of them on Feb. 10, 2007, the day Obama announced his candidacy. Some 3 million calls were made in the final four days of the campaign using MyBO's virtual phone-banking platform. On their own MyBO fundraising pages, 70,000 people raised $30 million.” Washington Post

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Where To Start: Digital Check-UpBurson-Marsteller has developed a Digital Check-Up

that helps organizations determine their overall online health and then develop a plan to strategically integrate digital communications into the overall marketing, communications and fundraising mix.

Check-up components include:Blogs – what is being said about the organization and where, what is overall sentiment, what are response opportunities and what is the organization’s overall blog positioningSearch Engine Positioning – how does the organization rate, both in terms of search relevance and reputation managementWeb Site – reviews organization’s website against four competitors for a series of key criteria such as design, navigation, usability, interactivity, and stakeholder-specific content areas

Where To Start: Digital Check Up Social Media – where is the company being mentioned

in social media, where can the company participate in social media dialogue, what opportunities exist for the company to proactively create social experiences for stakeholders

Word of Mouth – while the check-up doesn’t review current word-of-mouth programs, it does consider opportunities for word of mouth marketing into the future.

The final Digital Check-up deliverable is a comprehensive report that provides an overview of the current digital communications landscape, details the current company online health and reputation, and provides a recommended strategy and action plan for the company to improve digital positioning.

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A Success Story: The Leukemia & Lymphoma Society The Leukemia & Lymphoma Society (LLS) is the world's largest

voluntary health organization dedicated to funding blood cancer research, education, and patient services. LLS's mission: Cure leukemia, lymphoma, Hodgkin's disease and myeloma, and improve the quality of life of patients and their families.

In the past decade, LLS has climbed from being a relatively obscure charity up to being the No. 3 organization in terms of raising private contributions behind only The American Heart Association and The American Cancer Society. .

A Success Story: The Leukemia & Lymphoma Society

Much of LLS’ growth over the past 60 years can be attributed to a commitment to studied innovation. Strategically, that includes a focus on:

Leveraging the Business Opportunity

Outcome Focused Integrated Marketing

Internet Optimization

Trend Analysis, Evaluation

Leveraging the Business Opportunity LLS’ transformation into a successful fundraising organization

began with the development of Team In Training twenty years ago -- the world’s first and largest charity sports training program.

Instead of building its own brand, LLS chose to build the easier to remember Team In Training brand. Eventually, the success of Team In Training carried the LLS brand to new heights.

One in 15 marathoners and triathletes today is trained by Team In Training.

Through Team In Training The Leukemia & Lymphoma Society has been able to raise nearly $1 billion dollars to fight blood cancers.

Genius of Team In Training

LLS did not build an event and then try to get people to sign up for it.Instead, it found out what its stakeholders wanted and then built an event for them.Gen X-ers want:

Fitness – Getting in shape Romance/Friendship – Meeting new people Travel – Seeing the World Charity – Doing Something Good

So, LLS came up with Team In Training, an event that lets young people pick a travel destination where they want to compete, has them train with others their own age, gives them first-rate coaches and trainers who get them in shape and then requires them to raise significant sums of money.


LLS was an early adapter of online fundraising and created proprietary tools that resulted in new lines of revenue and mitigated the need for, and expense of, third-party services.


We embrace new media because our participants do:

Leveraging the Business OpportunitySpecial events fundraising has been expanded beyond Team In Training to engage additional audiences:

Outcome Focused Integrated Marketing

Every major campaign utilizes an integrated approach to marketing that uses a custom mix of media channels for maximum impact, including:

Direct mailPoint of Purchase distributionGrassrootsPublic RelationsAdvertising Leveraging Alumni and other relationshipsE-marketing

While the mix may vary, web resources are folded into every initiative to keep costs down.

On an ongoing basis, data is analyzed for each campaign to determine the effectiveness of the media mix employed.


LLS uses a five channel approach to online marketing:

1) Web Site Content Development2) E-mail (House File) Marketing3) Search Engine Marketing4) Social Media Outreach5) Paid Placements

A complimentary mix of these channels is applied to every major initiative with national and local chapter responsibilities. Delivering an ideal user experience is

at the operational core of all efforts.


Web Site Content Development:

Like most other organizations, web sites and web pages are developed for all initiatives. LLS has paid close attention to web site usability, analytical trends and visitor behaviors when considering design.


E-mail Marketing:

Web sites are developed to encourage data collection for e-mail communications. E-mail messaging is nationally branded and accommodates local customization.

Internet Optimization Search Engine

Marketing:

In addition to optimizing key landing pages for good organic search rankings, paid search marketing is also applied to all campaigns. The end result: close to 50% of all traffic to LLS web properties now comes from search.

Internet Optimization Social Media

Outreach: To aid viral marketing, social networking tools and social networking outreach have become increasingly important to lead generation.

Internet Optimization Paid Placements:

Because online advertising has become so expensive, paid placements are rarely afforded. However, targeted placements in key markets can deliver a healthy return on investment.

Trend Analysis, Evaluation

Market Research, Metrics and Feedback from our constituents inform every program

evaluation.

Thanks to fundraising growth, the amount of money invested in blood cancer research has Increased dramatically since 1997:

The Results

Conclusion It’s All About The Brand

There is Only One World. Make Sure Your Marketing Plan is Fully Integrated Across Multiple Channels, Digital Just Being One of Them

Give Your Organization a Complete Digital Check-Up to Benchmark Where You Are Now and Develop a Strategic Plan for the Future

Stay on Top of New Technology Trends and Try to Build Your Own Proprietary Tools to Save on Costs

Optimize all of Your Online Marketing Channels to Maximize Results

Create a Feedback Loop with Consumers to Make Sure You are Giving Them What They Want

Capture and Analyze all the Data You Can to Ensure Maximum Efficiency

LA event, Dec 11, 2008: Fundraising and Branding

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Transcript of LA event, Dec 11, 2008: Fundraising and Branding