St. Elizabeth Conversion to Online Giving
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Transcript of St. Elizabeth Conversion to Online Giving
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ST. ELIZABETH’S CHURCH
DIGITAL MARKETING CAMPAIGN
Rutgers CMD
May 2012
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Agenda
Strategy Problem Statement Member Segments Goal Digital Tools to Employ Key Performance Indicators
Engagement Plan Implementation
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Problem Statement
Costs of managing cash or check donations on a weekly basis decrease the “revenue” available for events, organizations and operating expenses
Cash and check donations are inconsistent throughout the yearly cycle, making budgeting difficult for church managers (missed donations due to vacations, skipped weeks, etc.)
Giving needs to be easier and allow for spontaneity
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Member Segments
Fully engaged in activities & actively donatemostly envelope users, a few early eGiving adopters
Participate occasionallymostly casual giversSigned up for church but not participating/donating
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Goal
Convert “envelope users” & casual givers
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Goal
To “eGiving” for weekly collection/special occasion/impulse
eGiving: support of church through automatic debits from your bank account/credit card/debit card
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Digital Tools to Employ
QR Codes SMS Text Messaging YouTube Premium Channel (Free to
NonProfits) Embedded YouTube Video on Website
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Key Performance Indicators
Conversion rates From paper to electronic donations From non-giver to giver
Reduction in administrative time Reduction of mailing costs Overall contribution trends Mobile database growth
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SMS Initiative
Build up SMS channel with parish Text mass time reminders Hump day Bible verse of the week
As a mode for giving Short code for donations
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QR Code Initiative
Include in existing weekly paper bulletin
Youtube Video How to Why
Link to eGiving site
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Implementation