Download - Creating Engaging Communications for Non-Profits

CREATING ENGAGING COMMUNICATIONS

UNDERSTANDING YOUR AUDIENCE

THEY ARE IN CONTROL

“[The modern, digitally-empowered consumer] is living life on [their] own terms and engaging with brands when and how it’s

most convenient to [them].”

Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013; IDC Workbook, “Graduating from Email to Engagement”, June 2013

ALWAYS ON THE GO

9 out of 10 American adults have a cell phone

58% own a smartphone!

42% of adults own a tablet

67% find themselves checking their phone even when it doesn’t ring!

29% of cell phone owner cannot imagine living without their phone!

Pew Research Internet Project, “Mobile Technology Fact Sheet”, January 2014

DIFFERENT BY THE GENERATIONS

- Born 1981-1995 (age 18-32 as of 2013)

- Represents 11% of total giving

- 32.8 million donors in the US

- 60% give

- Born 1965-1980 (age 33-48 as of 2013)



- 59% give

- Born 1946-1964 (age 49-67 as of 2013)



- 72% give

- Born 1945 and earlier (age 68+ as of 2013)



- 88% give

Generational groups, total U.S. population, and giving data (on average)

Blackbaud, Next Generation of American Giving, August 2013

Generation Y

Generation X Matures

Boomers

WHO IS YOUR AUDIENCE?

REVIEW YOUR DATABASEYOU HAVE MORE DATA THAN YOU THINK

How They Know You - Donor, Volunteer, Client, Event Attendee, etc.For Donors - Gift Amount Given, Date of Gift, How They GaveAddressAgeIncome RangeSometimes You Might Know Their Area of Interest

CATALOGUE YOUR DATA INTO GROUPS

Constituent GroupsCurrent/ Lapsed DonorsIncome Level OpportunitiesGenerationalGeography

AUDIENCE IS KING!

“Remember that the best campaigns aren’t about you or what you want

subscribers to do. They’re about your subscribers and what they want.”

[Matt Blumberg, Chairman & CEO of Return Path]

Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013

CASE IN POINT

HORACE MANN SCHOOL Alumni and Development Office | 231 West 246th Street, Bronx, NY 10471 | Tel 718-432-3450 | Fax 718-432-3010 | www.horacemann.org

Annual Fund 2015Making a Difference

2014 – 2015

Board of Trustees

D E V E L O P M E N T

C O M M I T T E E

L E A D E R S H I P

Steven M. Friedman ’72

P’03,’04,’08

Chair,Board of Trustees

Carolyn Okin P’14,’15,’18

Vice Chair,

Board of Trustees

Co-Chair,

Development Committee

Howard Lutnick

P ’14,’16,’19,’24

Co-Chair,


Michael Pruzan ’83

P’ 24, 25

Co-Chair,


Lawrence Graham P’20

Chair,

Annual Fund 2015

October 15, 2014

Addressee

Street City, State, Zip

Dear Salutation:

It was with great excitement that Horace Mann School once again embarked on our

academic journey this year in September. I hope the school year is off to a wonderful start

for Child1 Na, Child2 Na, Child3 Na, and Child4Na. Our ability to make a difference in

each student’s educational experience is due in a large part to the generous support of the

greater HM community.

This is why today I am sharing with you how you can help continue to make a difference

in the lives of our students through your contribution to the Annual Fund. Last year, you

joined more than 2,600 constituents who demonstrated their commitment to Horace

Mann School by contributing more than $5.325 million to Annual Fund 2014, setting a

new record for annual giving. We remain grateful for the opportunities that you helped

to create.

Annual Fund dollars support our school by:

• enhancing academic and co-curricular programming

• attracting and retaining the best and brightest faculty and staff

• providing financial aid for an economically diverse student body

• maintaining our four campuses

• restraining tuition growth for all families

Please read the enclosed brochure to understand how your continued support impacts

our community, helps create new programs and enhance existing ones, and makes a

difference in the lives of those we educate. As a past leadership donor and a member of

the Maroon and White Society, your continued support is fundamental to achieving our

goals. Please consider making a renewed and perhaps increased gift to Annual Fund 2015.

On behalf of Horace Mann School, and with thanks in advance for your thoughtful

consideration and support,

Lawrence Otis Graham P ’20

Trustee, Chair, Annual Fund 2015

HORACE MANN SCHOOL Alumni and Development Office | 231 West 246th Street, Bronx, NY 10471 | Tel 718-432-3450 | Fax 718-432-3010 | www.horacemann.org

Annual Fund 2015Making a Difference

2014 – 2015Board of TrusteesD E V E L O P M E N T C O M M I T T E E L E A D E R S H I P

Steven M. Friedman ’72 P’03,’04,’08 Chair,Board of TrusteesCarolyn Okin P’14,’15,’18 Vice Chair, Board of Trustees Co-Chair, Development Committee

Howard Lutnick P ’14,’16,’19,’24Co-Chair, Development Committee

Michael Pruzan ’83 P’ 24, 25 Co-Chair, Development Committee

Lawrence Graham P’20 Chair, Annual Fund 2015

October 15, 2014Addressee Street City, State, ZipDear Salutation:It was with great excitement that Horace Mann School once again embarked on our

academic journey this year in September. As it has been for generations, our ability to

make a difference in each student’s educational experience is due in a large part to the

generous support of the greater HM community.This is why today I am sharing with you how you can help continue to make a difference

in the lives of our students through your contribution to the Annual Fund. Last year, you

joined more than 2,600 constituents who demonstrated their commitment to Horace

Mann School by contributing more than $5.325 million to Annual Fund 2014, setting a

new record for annual giving. We remain grateful for the opportunities that you helped

to create.

Annual Fund dollars support our school by:• enhancing academic and co-curricular programming• attracting and retaining the best and brightest faculty and staff• providing financial aid for an economically diverse student body• maintaining our four campuses• restraining tuition growth for all families Please read the enclosed brochure to understand how alumni support impacts our

community, helps create new programs and enhance existing ones, and makes a

difference in the lives of those we educate. As a past leadership donor and a member of

the Maroon and White Society, your continued support is fundamental to achieving our

goals. Please consider making a renewed and perhaps increased gift to Annual Fund 2015. On behalf of Horace Mann School, and with thanks in advance for your thoughtful

consideration and support,

Lawrence Otis Graham P ’20 Trustee, Chair, Annual Fund 2015

9 Versions of Letters

YES!I will make a difference.

Benefactors $35,000+

Patrons $25,000+

Sponsors $15,000+

Associates $10,000+

Supporters $5,000+

Friends $2,500+

Maroon and

White CircleTHE

Not sure if your company matches? Find out

at www.horacemann.org/match and follow the

guidelines to register your gift today!

Matching gifts received by June 30 are counted

toward Maroon and White leadership levels.

My gift will be matched by my employer:

DOUBLE MY IMPACT! DOUBLE MY IMPACT!

Years since graduation: Minimum gift:

11-12 years $750

9-10 years $500

7-8 years $250

5-6 years $100

1-4 years or less $ 50

THE

Maroon and White Fellowship

R E C E N T G R A D U A T E S

For your reference here is your past history of giving:

FISCAL

TOTAL INDIVIDUAL COMPANY

YEAR

GIVING MATCHING GIFT

2014 $0,000 $0,000

2013 $0,000 $0,000

2012 $0,000 $0,000

Enclosed is my gift of:

Ask 1 Ask 2 Ask 3

Other $

Version: A

LUM

NI (general)

Horace Mann Leadership Giving

YES!I will make a difference.

Benefactors $35,000+Patrons $25,000+

Sponsors $15,000+Associates $10,000+Supporters $5,000+

Friends $2,500+

Maroon and White Circle

THE

For your reference here is your past history of giving: FISCAL TOTAL INDIVIDUAL COMPANY YEAR GIVING MATCHING GIFT 2014 $0,000 $0,000 2013 $0,000 $0,000 2012 $0,000 $0,000

Version: A

LUM

NI (m

ajor donors)

Enclosed is my gift of:$

Your past Maroon and White Circle donation is appreciated. Please consider making an even greater difference by supporting at the next level.

Horace Mann Leadership Giving

Not sure if your company matches? Find out at www.horacemann.org/match and follow the guidelines to register your gift today!Matching gifts received by June 30 are counted toward Maroon and White leadership levels.

My gift will be matched by my employer:

DOUBLE MY IMPACT! DOUBLE MY IMPACT!

7 Versions of Reply CardsHow can

YOU make a

difference

A Guide to Horace Mann School’s Annual Fund

3 Versions of Booklet

UNDERSTANDING THE MARKETING LANDSCAPE

SO MANY COMMUNICATION CHANNELS TODAY

Web - General Website, Campaign micropages, PURLS, Online Advertising, PPC Advertising

Social Media - Twitter, Facebook, Instagram, YouTube, Google+, Vine

Print/ Direct Mail

Email

Mobile - SMS, Mobile Apps

Phonathons

Face to Face

Mass - TV, Radio, Billboards

WHAT CHANNELS DO YOU ENGAGE WITH?

ONLINE

% of Donors Engage Online with a Non-Profit Organization

84% of Donation Pages are Not

Mobile Friendly

Blackbaud, Next Generation of American Giving, August 2013; The Chronicles of Philanthropy, “Most Charities Fail at Online Fundraising Basics”, Raymund Flandez, February 4, 2014

DIRECT MAIL

On average, direct mail accounts for 79% of donations

Blackbaud, Internet and Multichannel Giving Benchmarking Report, July 2011; Epsilon, Channel Preference for Both the Mobile and Non-Mobile Consumer Report, December 2012

Email DirectMail

Direct Mail is preferred 2 to 1 over email for non-profit communications

SOCIAL MEDIA

6%

Donate Through Social Media

57%

Survey Respondents see social media success

in brandraising but not fundraising

Blackbaud, Next Generation of American Giving, August 2013; Crain’s/ AFP New York Metropolitan Nonprofit Survey, Spring 2014

=Open Rates

Click Through Rates

Blackbaud, Next Generation of American Giving, August 2013; Pew Internet and American Life Project’s Generations 2010 report; Marketing Sherpa, “Email Summit”, 2013

EMAIL

of online American cite email as one

of their regular activities

92%

of adult Americans check their email first

thing in am

58%

CASE IN POINT - RESULTED IN $22 RAISED FOR EVERY $1 SPENT

EVERY MESSAGE HAS ITS PLACE

TRANSACTION

ENGAGEMENT

“Engagement channels may or may not be transaction channels, and vice versa, but both matter”[Blackbaud, Next Generation of American Giving, Aug 2013]

“INFORMATION ABUNDANCE MEANS ATTENTION SCARCITY”


ENGAGING CAMPAIGNS ARE ENGAGING

+ Stories of Impact

+ Stories that Connect to Audience

START PERSONALIZING YOUR COMMUNICATIONS

PERSONALIZE WAYS TO USE PERSONALIZATION

Text Direct Mail/ PrintImages EmailDesign/ Layout WebLength Video In-Person/ Phone

ENGAGING CAMPAIGNS ARE PERSONALIZED

GENERIC DIRECT MAIL

DEEPLY PERSONALIZED CAMPAIGNS

PERSONALIZATION WORKS . . .

2X RESPONSE RATE

HOW CAN YOU PERSONALIZE YOUR COMMUNICATIONS BETTER?

Caslon Report, 1-to-1 Response Rate Report: Benchmark Information for Relevant Cross-Media Marketing”, 2012

REMEMBER - IT’S ABOUT THEM - NOT YOU!

Relevance means knowing who your audience is and what they want from your [communications]. Impersonal and poorly timed messages make your subscribers think, You don’t know who I am. You don’t know what I want. You just don’t get me. If you aren’t relevant, your subscribers will opt-out - or emotionally opt-out.


CASE IN POINT

Administrative Office7 Glenwood Ave., Suite 101East Orange, NJ 07017(973) 675-3817Fax (973) 266-1041

Main Office395 South Center StreetOrange, NJ 07050(973) 675-3817Fax (973) 673-5782

Board of Trustees

Ellen M. DavenportPresident

Bernadette Ucko, MA, LDT-CFirst Vice President

Alan P. LevineSecond Vice President

Jeff R. Harrison, CPATreasurer

Bernice ManshelSecretary

Roger L. ManshelFacilities Chair

Jethro Antoine, Esq.Beth A. Berns, LCSWVictor CiriloLisa-Renee DumasJohn R. FeldmanKathleen Fuentes, Esq.Joseph Glatt, Esq.Jennifer Griffith, MAKelly Heller, LSW, C-SSWFaith S. LefkortJody LipskyReginald Long, Esq.Diana Kyser McNeffHeidi W. MurphyClyde Otis IIIConnie Salimbeno, MA, LDTCKimberly R. Santos, M.Ed.Andrew M. ShainbergBeth Sonnenberg, LCSWJami Jacobson Thall

Paula Sabreen, LCSWExecutive Director

President’s Circle

Priscilla Barrett, LPN, LRCP Francesco BorgheseJennifer ChalstyGail KelloggRobert Corin MorrisBarbara MurrayChad Peters Shelden Ogilvy Pisani, Ph.D.Mark W. Sussman, MAI, CRELloyd Ucko

Engendering Hope, Enhancing Safety, Healing Trauma, and Strengthening Families and Communitieswww.familyconnectionsnj.org

It’s no secret that, right here in our towns, children and families face all kinds of stress and danger – from bullying and underage drinking to child abuse, mental illness, addiction and domestic violence. These may seem like insurmountable problems, but FAMILYConnections has a proven track record of overcoming them.

FAMILYConnections is helping people each and every day. Our prevention services and school-based programs give kids the skills to confront bullying and say no to alcohol and drugs. Our Reunity Houses safely reunite families broken by abuse. Our counseling services help youth and adults overcome mental illness and addiction and our DREAMS program gives domestic violence survivors the strength to nurture their children and build new lives.

What we do really works. Just look at the outcome data in our last Annual Report, which you will find on our website: www.familyconnectionsnj.org. You’ll see that, while other organizations try, we succeed!

HELP US CONTINUE THESE GREAT RESULTS. Your contribution will reduce children’s emotional problems and improve grades at local schools and keep teens away from high-risk behaviors. You’ll help people heal from trauma and abuse and train parents how to build stable homes. Every dollar you give will make our communities stronger and safer!

We invite you to visit the website to see a short video – further proof that what FAMILYConnections does really works!

Please give today. With your help, children, adults and families will heal, grow and thrive. Thank you.

Wishing you and your family all the best this holiday season.

Sincerely

Paula Sabreen, LCSW Ellen M. DavenportExecutive Director President, Board of Trustees

FPlease give today. With your help, children, adults and families will heal, grow and thrive. Thank you.

Wishing you and your family all the best this holiday season.

Sincerely

Paula Sabreen, LCSW Ellen M. DavenportExecutive Director President

00463_BoardLH.indd 1 11/18/13 1:26 PM

Dear John,

What We Do Really Works!

Every Dollar You Give Will Make Our Communities Stronger and Safer!

Yes, I want to help children, adults and families heal, grow, and thrive! Enclosed is my tax

deductible gift of:

Please send your CHECK to FAMILYConnections with this form. See reverse side to donate by CREDIT CARD. You can also

donate ONLINE by going to www. familyconnectionsnj.org. THANK YOU!Engendering Hope, Enhancing Safety,

Healing Trauma, and Strengthening

Families and Communities

Connections

Response Card (2).indd 1

11/14/13 12:26 PM

$

$

$ Other $_____________

John Doe123 Any Street

Anytown, ST, 12345

7 Glenwood Ave., Suite 101

East Orange, NJ 07017

9608_no10.pdf 1 10/24/12 12:33 PM

What We Do Really Works!00355 No 10 w tagline.indd 4

10/31/13 12:35 PM

59%Increase in new

donors compared to Previous Year

You are Ramaz AlumniYou are Ramaz Alumni

98%Increase in young

alumni donation $$

print

Emailevents

web

social media

ENGAGING CAMPAIGNS ARE INTEGRATED

INTEGRATED HOW?

+ Messaging

+ Design/ Visuals

+ Communication Channels

+ Data

Strategy Direct Mail Email Web

2013-2014ANNUAL FUND

MANHATTAN COUNTRY SCHOOL 7 East 96th Street, New York, NY 10128 212.348.0952 www.manhattancountryschool.org

First Name,

Manhattan Country School is a nonprofit organization that would not exist today without the generous support of people just like you - parents, alumni, friends, corporations, and private foundations.

Our model of independent, progressive education in the pursuit of greater equality is rare, but as supporters like you can attest, lasting and profound. Your support of the MCS Annual Fund sustains our mission and our unshakable commitment to an equitable tuition program that fosters significant cultural and economic diversity. With your help, we can continue to develop the hearts and minds of children who will grow up to become leaders who change the world.

– Michèle Solá, Director

The Immediate Need Areas of Support Make Your Gift Now Contact UsGIVENOW

Your donation supports MCS in these key areas:

Racial & Economic Diversity

Public Mission/Teacher Training

Social Justice & Activism

Sustainability

Enhancing Our Role in Progressive Education Leadership

Version: Annual Donors

YES, I want continue to support the difference Manhattan Country School is making in the

lives of our future leaders.

Here is my gift of:

Gift 1

Gift 3

Gift 2

Other $

To make your donation online, or to find out more about the Manhattan Country School

Annual Fund please visit www.supportmcs.org/johnqsample

A gift in any amount can make a difference!

Please complete information on reverse side and return to Manhattan Country School in enclosed envelope.

2013-2014ANNUAL FUND

MANHATTAN COUNTRY SCHOOL 7 East 96th Street, New York, NY 10128 212.348.0952

Dear John,

“We are in a perpetual state of learning” is how a recent Manhattan Country School graduate described her experience at the MCS Farm. I agree wholeheartedly.

Gifts to the MCS Annual Fund are critical in helping us to meet our budget and are applied directly to annual operating expenses this fiscal year, including staff salaries and benefits, at MCS and the MCS Farm.

Please support the 2013-2014 MCS Annual Fund and help us...

• Sustain our sliding-scale tuition program and the rich diversity of our community

• Support teacher salaries, benefits, and professional development

• Enrich our sustainability and social justice programs on East 96th Street and at the MCS Farm

Your donation to the MCS Annual Fund provides students and teachers at Manhattan Country School with the resources and opportunities to remain in a perpetual state of learning.

Thank you for your continued annual support! Your past Annual Fund gift of [previous cumulative annual fund gift] is deeply appreciated and already making a difference.

Sincerely,

Michèle Solá

CASE IN POINT

RESULTS

of previous year’s donors increased

their gift size

of Major Donors increased their gift over previous year

35%

of donors did not donate the previous

year!

+31

5%

Inc

reas

e

of Online Donations vs prior year

31% 37%

Average Response Rate

Static direct mailPersonalized & Integrated

RESPONSE RATE COMPARISON

4X

InfoTrends, Understanding Vertical Markets: Enterprise Communications Requirements, Dec 2012

HOW DO YOU CREATE AN INTEGRATED CAMPAIGN?

STEP BACK AND ASK “WHY” (Remember to focus on Donor)

LOOK AHEAD TO DESIRED OUTCOME

WHAT DATA/TOOLS/RESOURCES DO YOU HAVE AVAILABLE?

ARE THERE INTERNAL OBSTACLES IN THE WAY THAT NEED TO BE ADDRESSED?

ENGAGING CAMPAIGNS ARE CONSISTENT

“Short-term decisions have long-term consequences. Donors cite the unending ask and lack of any kind of follow-up communications as major reasons why they stop supporting a cause.” [Blackbaud, Next Generation of American Giving, Aug 2013]

A FEW POINTERS:

- DON’T ALWAYS DO THE SAME THING THE SAME WAY

- USE DONOR ENGAGEMENT DATA

- DON’T BE AFRAID TO TRY SOMETHING NEW

- ALWAYS BE TELLING YOUR STORY

- PRESS GO, ANALYZE, TWEAK

“BEST PRACTICES ARE THOSE THAT ARE BEST FOR YOUR AUDIENCE. YOU MUST TEST TO SEE WHAT RESONATES MOST WITH YOUR SUBSCRIBERS”


CONTACT INFOAction Graphics

www.actiongraphicsnj.comwww.engaged-360.com

800.365.6687

Jesse Park [email protected]

linkedin.com/in/jessepark

Engaged360