GET WITH THE INTEGRATION
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.
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