Creating Engaging Communications for Non-Profits

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CREATING ENGAGING COMMUNICATIONSUNDERSTANDING YOUR AUDIENCETHEY ARE IN CONTROL[The modern, digitally-empowered consumer] is living life on [their] own terms and engaging with brands when and how its most convenient to [them].Marketo, The Definitive Guide to Engaging Email Marketing, 2013; IDC Workbook, Graduating from Email to Engagement, June 2013ALWAYS ON THE GO9 out of 10 American adults have a cell phone58% own a smartphone!42% of adults own a tablet67% find themselves checking their phone even when it doesnt ring!29% of cell phone owner cannot imagine living without their phone!Pew Research Internet Project, Mobile Technology Fact Sheet, January 2014DIFFERENT 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)- Represents 20% of total giving- 39.5 million donors in the US- 59% give- Born 1946-1964 (age 49-67 as of 2013)- Represents 43% of total giving- 51.0 million donors in the US- 72% give- Born 1945 and earlier (age 68+ as of 2013)- Represents 26% of total giving- 27.1 million donors in the US- 88% giveGenerational groups, total U.S. population, and giving data (on average)Blackbaud, Next Generation of American Giving, August 2013Generation Y Generation X Matures BoomersWHO IS YOUR AUDIENCE?REVIEW YOUR DATABASEYOU HAVE MORE DATA THAN YOU THINKHow 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 InterestCATALOGUE YOUR DATA INTO GROUPSConstituent GroupsCurrent/ Lapsed DonorsIncome Level OpportunitiesGenerationalGeographyAUDIENCE IS KING!Remember that the best campaigns arent about you or what you want subscribers to do. Theyre about your subscribers and what they want.[Matt Blumberg, Chairman & CEO of Return Path]Marketo, The Definitive Guide to Engaging Email Marketing, 2013CASE IN POINTHORACE MANN SCHOOLAlumni and Development Office|231 West 246th Street, Bronx, NY 10471|Tel 718-432-3450|Fax 718-432-3010|www.horacemann.orgAnnual Fund 2015Making a Difference2014 2015Board of TrusteesD E V E LOPMENT C OMM ITT E E L E AD E RSH I PSteven M. Friedman 72 P03,04,08 Chair,Board of TrusteesCarolyn Okin P14,15,18 Vice Chair, Board of Trustees Co-Chair, Development CommitteeHoward Lutnick P 14,16,19,24Co-Chair, Development CommitteeMichael Pruzan 83 P 24, 25 Co-Chair, Development CommitteeLawrence Graham P20Chair, Annual Fund 2015October 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. 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 students 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 tocreate.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 2015HORACE MANN SCHOOLAlumni and Development Office|231 West 246th Street, Bronx, NY 10471|Tel 718-432-3450|Fax 718-432-3010|www.horacemann.orgAnnual Fund 2015Making a Difference2014 2015Board of TrusteesD E V E LO PMENT C OMM IT T E E L E AD E R SH I PSteven M. Friedman 72 P03,04,08 Chair,Board of TrusteesCarolyn Okin P14,15,18 Vice Chair, Board of Trustees Co-Chair, Development CommitteeHoward Lutnick P 14,16,19,24Co-Chair, Development CommitteeMichael Pruzan 83 P 24, 25 Co-Chair, Development CommitteeLawrence Graham P20 Chair, Annual Fund 2015October 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 students 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 tocreate.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 20159 Versions of LettersYES!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 CircleTHENot 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 $ 50THEMaroon and White FellowshipR E C EN T GR A D UA T E SFor 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 $0,000Enclosed is my gift of: Ask 1 Ask 2 Ask 3 Other $ Version: ALUMNI (general)Horace Mann Leadership GivingYES!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 CircleTHEFor 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 $0,000Version: ALUMNI (major donors)Enclosed is my gift of:$ 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 GivingNot 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 differenceA Guide to Horace Mann Schools Annual Fund3 Versions of BookletUNDERSTANDING THE MARKETING LANDSCAPESO MANY COMMUNICATION CHANNELS TODAYWeb - General Website, Campaign micropages, PURLS, Online Advertising, PPC AdvertisingSocial Media - Twitter, Facebook, Instagram, YouTube, Google+, VinePrint/ Direct MailEmailMobile - SMS, Mobile AppsPhonathonsFace to FaceMass - TV, Radio, BillboardsWHAT CHANNELS DO YOU ENGAGE WITH?ONLINE% of Donors Engage Online with a Non-Profit Organization84% of Donation Pages are Not Mobile FriendlyBlackbaud, Next Generation of American Giving, August 2013; The Chronicles of Philanthropy, Most Charities Fail at Online Fundraising Basics, Raymund Flandez, February 4, 2014DIRECT MAILOn average, direct mail accounts for 79% of donationsBlackbaud, Internet and Multichannel Giving Benchmarking Report, July 2011; Epsilon, Channel Preference for Both the Mobile and Non-Mobile Consumer Report, December 2012Email DirectMailDirect Mail is preferred 2 to 1 over email for non-profit communicationsSOCIAL MEDIA6%Donate Through Social Media 57%Survey Respondents see social media success in brandraising but not fundraisingBlackbaud, Next Generation of American Giving, August 2013; Crains/ AFP New York Metropolitan Nonprofit Survey, Spring 2014=Open RatesClick Through RatesBlackbaud, Next Generation of American Giving, August 2013; Pew Internet and American Life Projects Generations 2010 report; Marketing Sherpa, Email Summit, 2013EMAILof online American cite email as one of their regular activities92%of adult Americans check their email first thing in am58%CASE IN POINT - RESULTED IN $22 RAISED FOR EVERY $1 SPENTEVERY MESSAGE HAS ITS PLACETRANSACTIONENGAGEMENTEngagement 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 SCARCITYMarketo, The Definitive Guide to Engaging Email Marketing, 2013ENGAGING CAMPAIGNS ARE ENGAGING+ Stories of Impact+ Stories that Connect to AudienceSTART PERSONALIZING YOUR COMMUNICATIONSPERSONALIZE WAYS TO USE PERSONALIZATIONText Direct Mail/ PrintImages EmailDesign/ Layout WebLength Video In-Person/ PhoneENGAGING CAMPAIGNS ARE PERSONALIZEDGENERIC DIRECT MAILDEEPLY PERSONALIZED CAMPAIGNS PERSONALIZATION WORKS . . . 2X RESPONSE RATEHOW CAN YOU PERSONALIZE YOUR COMMUNICATIONS BETTER? Caslon Report, 1-to-1 Response Rate Report: Benchmark Information for Relevant Cross-Media Marketing, 2012REMEMBER - ITS 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 dont know who I am. You dont know what I want. You just dont get me. If you arent relevant, your subscribers will opt-out - or emotionally opt-out.Marketo, The Definitive Guide to Engaging Email Marketing, 2013CASE IN POINTAdministrative Office7 Glenwood Ave., Suite 101East Orange, NJ 07017(973) 675-3817Fax (973) 266-1041Main Office395 South Center StreetOrange, NJ 07050(973) 675-3817Fax (973) 673-5782Board of TrusteesEllen M. DavenportPresidentBernadette Ucko, MA, LDT-CFirst Vice PresidentAlan P. LevineSecond Vice PresidentJeff R. Harrison, CPATreasurerBernice ManshelSecretaryRoger L. ManshelFacilities ChairJethro 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 ThallPaula Sabreen, LCSWExecutive DirectorPresidents CirclePriscilla Barrett, LPN, LRCP Francesco BorgheseJennifer ChalstyGail KelloggRobert Corin MorrisBarbara MurrayChad Peters Shelden Ogilvy Pisani, Ph.D.Mark W. Sussman, MAI, CRELloyd UckoEngendering Hope, Enhancing Safety, Healing Trauma, and Strengthening Families and Communitieswww.familyconnectionsnj.orgIts 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. Youll see that, while other organizations try, we succeed!HELP US CONTINUE THESE GREAT RESULTS. Your contribution will reduce childrens emotional problems and improve grades at local schools and keep teens away from high-risk behaviors. Youll 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.SincerelyPaula Sabreen, LCSW Ellen M. DavenportExecutive Director President, Board of TrusteesFPlease 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.SincerelyPaula Sabreen, LCSW Ellen M. DavenportExecutive Director President00463_BoardLH.indd 1 11/18/13 1:26 PMDear 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 taxdeductible gift of: Please send your CHECK to FAMILYConnections with this form. See reverse side to donate by CREDIT CARD. You can alsodonate ONLINE by going to www. familyconnectionsnj.org. THANK YOU!Engendering Hope, Enhancing Safety, Healing Trauma, and Strengthening Families and CommunitiesConnectionsResponse Card (2).indd 111/14/13 12:26 PM$ $ $ Other $_____________John Doe123 Any StreetAnytown, ST, 123457 Glenwood Ave., Suite 101East Orange, NJ 070179608_no10.pdf 1 10/24/12 12:33 PMWhat We Do Really Works!00355 No 10 w tagline.indd 410/31/13 12:35 PM59%Increase in new donors compared to Previous YearYou are Ramaz AlumniYou are Ramaz Alumni98%Increase in young alumni donation $$printEmaileventswebsocial mediaENGAGING CAMPAIGNS ARE INTEGRATEDINTEGRATED HOW?+ Messaging+ Design/ Visuals+ Communication Channels+ DataStrategy Direct Mail Email Web2013-2014ANNUAL FUNDMANHATTAN COUNTRY SCHOOL 7 East 96th Street, New York, NY 10128 212.348.0952 www.manhattancountryschool.orgFirst 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. Michle Sol, DirectorThe Immediate Need Areas of Support Make Your Gift Now Contact UsGIVENOWYour donation supports MCS in these key areas:Racial & Economic DiversityPublic Mission/Teacher TrainingSocial Justice & ActivismSustainabilityEnhancing Our Role in Progressive Education LeadershipVersion: Annual DonorsYES, 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/johnqsampleA 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 FUNDMANHATTAN COUNTRY SCHOOL 7 East 96th Street, New York, NY 10128 212.348.0952Dear 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 FarmYour 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, Michle SolCASE IN POINTRESULTSof previous years donors increased their gift sizeof Major Donors increased their gift over previous year35%of donors did not donate the previous year!+315% Increaseof Online Donations vs prior year31% 37%Average Response RateStatic direct mailPersonalized & IntegratedRESPONSE RATE COMPARISON4XInfoTrends, Understanding Vertical Markets: Enterprise Communications Requirements, Dec 2012HOW DO YOU CREATE AN INTEGRATED CAMPAIGN?STEP BACK AND ASK WHY (Remember to focus on Donor)LOOK AHEAD TO DESIRED OUTCOMEWHAT DATA/TOOLS/RESOURCES DO YOU HAVE AVAILABLE?ARE THERE INTERNAL OBSTACLES IN THE WAY THAT NEED TO BE ADDRESSED?ENGAGING CAMPAIGNS ARE CONSISTENTShort-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:- DONT ALWAYS DO THE SAME THING THE SAME WAY - USE DONOR ENGAGEMENT DATA- DONT BE AFRAID TO TRY SOMETHING NEW- ALWAYS BE TELLING YOUR STORY- PRESS GO, ANALYZE, TWEAKBEST PRACTICES ARE THOSE THAT ARE BEST FOR YOUR AUDIENCE. YOU MUST TEST TO SEE WHAT RESONATES MOST WITH YOUR SUBSCRIBERS Marketo, The Definitive Guide to Engaging Email Marketing, 2013CONTACT INFOAction Graphicswww.actiongraphicsnj.comwww.engaged-360.com800.365.6687Jesse Park jpark@actiongraphicsnj.comlinkedin.com/in/jesseparkEngaged360