2. The internet is not just another communications or donation medium … it is a relationship channel!
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4. When integrated with offline fundraising efforts e-philanthropy can provide a cost and communication-effective method for reaching potential donors who may be out of reach through traditional methods.
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7. Your Website is a Fundraising Tool Content should be driven by both development and marketing.
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9. Add an Electronic Newsletter to the Mix The goal is to engage the viewer with content and drive them to your Website
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11. Add Direct Mail That Makes Sense The goal is create interest and continue the conversation.
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13. Add Telephone Calls to the Mix Personal contact creates personal relationships. Personal relationships create stronger reason to give.
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15. Put it All Together Create a drip marketing campaign that provides multiple touch points to engage existing and potential donors to give.
16. What is a Drip Marketing Campaign? A marketing strategy that involves multiple touch points with a target audience over a period of time with a specific goal in mind.
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18. Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #1 – The Qualifier Print and electronic postcard Theme: We want to reduce spending dollars, staff time and waste on print mailings Call to Action: Get on our email list – Sign up online Audience: Existing database Note: Include return to sender if undeliverable on print
19. Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #2 – The Personal Touch Print and electronic letter from ED Theme: Thank you for your involvement with our org. We want to keep you up to date on what is going on over the next year Call to Action: Get on our email list – Sign up online Audience: Existing database Note: Include return to sender if undeliverable on print
20. Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #3 – Comprehensive Touch Print and electronic newsletter Theme: What’s going on at our organization Call to Action: Get on our email list – Sign up online Visit our website Share with a friend Audience: Existing database and additions
21. Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #4 – Education Touch Electronic article or update Theme: Did you know? Call to Action: Share with a friend Visit our website Audience: Existing database and new additions
22. Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #5 – Engagement Touch Print and electronic invite/postcard Theme: Invite to an informal event Call to Action: RSVP Get on our email list – Sign up online Audience: Existing database and additions Note: Include return to sender if undeliverable
23. Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #6 – Comprehensive Touch Electronic newsletter Theme: What’s going on at our organization Call to Action: Get on our email list – Sign up online Share with a friend Audience: Existing database and additions
24. Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #7 – Education Touch Electronic article or update Theme: Did you know? Call to Action: Share with a friend Visit our website Audience: Existing database and additions
25. Example of a Drip Marketing Campaign Goal: Expand database and increase email addresses Touch Point #8 – Ask Touch Electronic letter from ED Theme: Can you help? Call to Action: See our new video on our website Support our program with money or time Share with a friend Audience: Existing database and additions
