Posted by & filed under Campaign, Digital, Direct Mail, Marketing/Communications, Social Media.

Jessica Lewis, Fundraising Innovation Consultant, hjc

November is here, the leaves have changed colours and the air is crisp and cool. Most people are starting to think about the holiday season and shopping. Not fundraisers, many of us have been thinking of the year-end holiday season for the past few months. As a fundraising consultant at hjc, my office is in full swing helping our clients launch their holiday campaigns.

If you haven’t started planning yet, don’t fret! Here are 5 tips to help you get started:

gold-giftDetermine your goals for this year. Start by looking at last year’s results. Was your holiday campaign a success? What worked well and what didn’t? Establish benchmarks this year, so you can measure your results and improve year over year.

Develop your creative concept. What is the main focus of your campaign? Create your key messaging and calls to action. Don’t forget to make it personal and leverage stories, imagery and video content to illustrate the mission of your organization.

Leverage symbolic giving. Symbolic giving is an easy and interactive way for people to support you, give gifts and send cards to their loved ones during the holidays. Do you have an existing symbolic gift program? There are multiple ways that you can transition your traditional giving program to online, either with a simple campaign landing page and custom donation form or a more robust e-commerce microsite like The Redwood’s Safe Haven Store.

Integrate your campaign across channels. What is your DM team planning? How can you integrate your offline and online holiday program? Make sure you have consistent messaging across your end of year DM letter, email appeals and social media communications.

Promote your campaign online. Invest in online advertising. Have you thought about Google AdWords, Facebook Ads or blogger outreach? Leverage your Google Grant, but also invest in paid ads as the holiday season is a competitive time of year for popular key words.

The best thing about symbolic giving is that it’s the gift that keeps on giving! You can change up the design and messaging and use the catalogue all year-round. For more helpful tips on symbolic giving and how to launch a new program online check out my session with Wendy Bray from The Redwood at Congress called “Small Shop Success: Traditional Gift Giving Program Transitions to Online Symbolic Gift Store.”

Jessica Lewis is a Fundraising Innovation Consultant at hjc, a global consulting agency in the nonprofit sector. She helps her clients us web technologies to market, fundraise, advocate and build brand awareness. Jessica will be presenting at Congress 2014 and you can follow her on Twitter @jessklewis.

 

Posted by & filed under Congress, Direct Mail, Marketing/Communications, Social Media, Speakers, Stewardship/Donor Relations.

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BEATE SØRUM

Consultant, Fundraising & Digital Communication, Norwegian Cancer Society

So, I keep hearing people speak about digital fundraising with a bit of fear in their voice. It’s this new thing, a thing that we don’t really know how to deal with. And we keep expecting it to raise loads of money, and yet it really doesn’t, and we can’t quite figure out why, and then everyone get’s frustrated. I think we’re overcomplicating things. In my opinion, digital fundraising is the exact same thing that we have been doing forever, just adapted to new channels.

If you look at it, what are the elements of classical fundraising?

Telling a story
Making an ask
Using emotions
Being the solution to a defined problem
A well crafted response channel Read more »

Posted by & filed under Congress, Direct Mail, Marketing/Communications, Stewardship/Donor Relations.

Gord Muschett
Partner, The Donnée Group

Direct mail’s dead right? Better sign up for those 47 sessions on social marketing with your pet, your doctor, the environment and anyone else who may have a stake in your fundraising career, yes? Maybe. 

Or maybe you should attend a session that may help you do a better job of tapping into those revenues that are, you know, actually paying the bills. How much money did that last Facebook campaign raise for you? Lots of folks clicking on your QR codes? 

Don’t get me wrong, I’m not a ‘living in the seventies’ direct mail dinosaur. In fact, I’ve been living the online world before a couple of you were even born. I guess that’s why I have a tough time shaking that healthy skepticism towards marketers pitching the latest gimmick that’ll lead you to fundraising nirvana. 

Let me ask – do you bank on your cellphone? Back in 2000, I was front and centre during the dot-com boom with Canada’s stock market darling, 724 Solutions. Here’s a clip from the news on the day of their IPO: 

There’s a new kid in town on Nasdaq– and the kid is from Canada. The company’s name is 724 Solutions and it’s going public at a time when investors are hungry for fresh high-tech stories, especially in the high-demand field of wireless communications.  The 6 million shares that made up the company’s first stock offering surged Friday, the first unofficial day of trading, to $71.81 US on Nasdaq and $103.50 in Toronto.  

And here’s a more recent clip: 

  • Nasdaq 5,000: 10 years later
  • Flashback: The tech bubble was about to burst
  • Remember these stocks?

 724 Solutions, a network and data service company, was regularly gaining $20 a share back then, pushing the stock price of the former dot-com darling close to $300. By 2006, the stock was delisted from the Nasdaq.

Why the financial history lesson on a fundraising conference blog? I think it’s a lesson you should remember when selecting sessions for this year’s outstanding AFP Conference. Fads come and go. Ten years ago, people were making millions on a bet that the world was going to bank through their wireless device. To this day that hasn’t happened and some people lost their shirts (and pants) because of it. 

So “The Winning Test” session at this year’s AFP is going to introduce you to some things you perhaps didn’t know about your bread and butter direct mail program. Myths may be debunked or confirmed. Testing best practices will be reviewed. And you’ll get to have your vote in a fun way on the tests you think are the winners.

But most of all, you may learn something that may help you in a way that chasing the latest fad may not. You’ll learn something that will help your organization raise more money.

Look forward to seeing you there…

Gord Muschett will be presenting “The Winning Test” at AFP Congress 2011