GET WITH THE INTEGRATION

By -
In today’s complex marketing and fundraising world, building a robust integrated strategy is critical to your marketing campaign. Integrating your marketing strategy will make a huge difference in your overall fundraising and awareness levels. This strategy is a way to reach potential and current donors through different media channels with the same content and creative. Each time your target audience sees your campaign message, it reinforces your cause and goals.
A combination of Digital/Traditional Media/Direct Mail campaigns will increase:
  • Website Traffic and Online Donations
  • White Mail Gifts
  • Revenue through Increased Average Gift
  • Reactivation of Lapsed Donors
  • Exposure and Awareness
  • Donor Loyalty
  • Number of Donations from Current Donors
  • Your Multi-Channel Marketing Opportunities to Provide Overall Lift
Direct Media
Direct mail packages come in all shapes and sizes and can serve many different purposes. The direct mail packages sent to your donors should reflect whatever your mail objective is for the campaign and include a strong call to action. This direct mail component is the meat of your campaign and should generate the most response. Other campaign messages based on the same theme can include outdoor marketing - like billboards, voice broadcast messages, radio and television ads, newspaper free standing inserts (FSI’s) and advertising, vehicle wraps, etc.  

Digital Media
Your digital strategy should match the direct mail and overall campaign message and creative. Our digital package has exceeded our partner’s goals by as high as 18%. This package includes creative and copy options for three emails, webslide graphic, donation page creative and copy, social media kit creative and guidelines, deployment per email, Google banner ads, retargeting, and full campaign performance analysis. When combined with other direct marketing messages that are circulating to your donors, we have seen a 2-5% lift in response rates from website lightboxes and a 13% lift in response rates from banner ads.

Performance Analysis
When the campaign is finished, it is crucial to conduct a performance analysis. We put together a comprehensive report on how your digital and direct marketing campaign performed. We will analyze how your organization measures up to the benchmarks for other similar sized nonprofits in your sector; then build the strategy to integrate your digital and offline communications. This will create a solid foundation for multi-channel communication that lifts the overall response of your file.

 
 

Comments

Post a Comment

Popular posts from this blog

To Send or Not to Send, That is The Question

By -
Image
When is the best day to send e-news? If you send out any sort of e-news at all, I'm sure you've pondered that very question. We've wondered it, asked it ourselves, have been asked it by you, 'Googled' it too. We, just like everyone sending e-news, want. to. know.

I thought this a pawfect time to share what I found: 
1) Sending on Tuesday and Wednesday allows for the rush of Monday to subside, but still allows for the rest of the week to act on whatever the e-news wants you to.
2) What day do you like to read e-news?
3) Are there holidays or local events that need to be worked around?
4) Friday was also mentioned as the best day because it leads right into the weekend.
5) There were a couple places that mentioned Monday as the "new and hot" day.
6) Another source mentioned Tuesday, Wednesday and Thursday as the best days.

(You ask) So, Mr. Alphie, what's a girl or guy or dog to do?

One thread wove it's way through all the articles. The best day may be dif…
Read more

Hitting The Google Adwords Jackpot!

By -
Image
Successfully using a Google Grant and AdWords requires give and take, research, continual improvement, and consistent management. Not all organizations have the time or knowledge to do this on their own so they turn to RKD Alpha Dog. However, if you are currently managing your own Google Grant and AdWords without the expert guidance of our digital fundraising team, here are a few insider points to improve your results.
Segment and Target the Right People

Google’s purpose is to provide users with relevant content generated by keywords that pull pertinent information based on what was typed in the search engine. Keywords are vital to organizations who want to fundraise in the digital world. Google AdWords allows nonprofits to target potential prospects and current supporters by a simple search on Google. Below are five rules for selecting and managing your AdWords:
Think Like Your Advocates.  Consider the terms that current or prospective donors might use to search and keywords related to …
Read more

The Psychology of Giving

By -
Image
The million-dollar question that we all wish we had the perfect answer to: why do donors give? The truth is that donor and organizational advocates give a gift for a plethora of reasons. Whether a supporter is motivated intrinsically or extrinsically, we know that they give because it makes them feel good about making a positive change in the world. Our job at RKD Alpha Dog is to help our partners communicate that message and feeling. Giving Empowerment

When a person makes a gift to a nonprofit, they are doing so out of trust that the organization will use that money to better serve a community need. Someone once said, “People don’t give to causes, people give to lives with causes”. At the end of the day, there are many ways to give and there are different ways your organization can receive monetary funds. What matters the most is the donor relationship and the feeling of empowerment they get when they support your cause. So how do you make sure they get that warm fuzzy feeling?
Raconteu…
Read more