Posts Tagged Nonprofit

Are You Meeting Your Fundraising Goals?

How Nonprofits Can Add New Donors
and Retain Current Ones

Despite these tough economic times, Americans still support organizations and causes that matter to them. So nonprofits that remain focused while adeptly fine-tuning their strategy can emerge stronger and more effective. They need to find ways to add new donors and retain every single one they already have to meet fundraising goals. We all know that the more engaged supporters become with a cause and organization, the more they can be counted on for their continued support.

Nonprofits can increase engagement by making it convenient for their donors to donate online or through a mobile device—providing tools that ignite excitement and commitment to furthering the cause, and empowering donors to connect with others who share their enthusiasm.

Dual channel donors (those who give both offline and online) are the most valuable to nonprofit organizations, so those who offer multiple channels are more likely to survive economic hard times with better retention, higher revenue per donor, higher levels of engagement, etc.

A great start for any nonprofit is to put the building blocks for effective multi-channel fundraising in place:

  • Mobile-optimized  and Web donation pages
  • Personalized landing pages (also known as PURLs) for campaigns, event registrations, and updating contact and interest information
  • Social-media sharing
  • Video for greater impact

PURLS
Utilizing PURLs instead of organization websites enables donors to be more informed and have faster access to pertinent details. PURLs provide an opportunity for engagement that is unmatched by organization websites, which have EVERYTHING, i.e., one can get lost.

Consider landing pages specific to campaign needs and even more specific to individual donors!  Give them everything need to know, laid out nicely for them on Web pages, with clear instructions on not only what they should do but how their involvement and contributions to the organization make a difference.  With the added bonus of survey questions or the ability to update contact information,

PURLs open up a dialogue between the organization and donor, increasing data intelligence as well as engagement.

VIDEO
The impact of video in Web landing pages or sent out as links in eCards is unparalleled for resonating with donors. Video in communications is amazing, especially how it can get in touch with a donor’s personal passion for the cause. One idea is filming donors on WHY they care. Their powerful testimonials are impactful!  Donors can nail an organization’s case for support in a way the organization may never be able to do.

Ninety-five percent of donors say it feels good to give. Let them talk about it on camera. They will talk about the WHY — why the cause is so important, why it’s so urgent. Nonprofits can let their DONORS be their best advocates! Of course, putting the donors on camera does something else too: it cultivates them deeply. Paying attention to the donors, touching their hearts, and pulling out a powerful marketing tool and message can give a fundraising program a real boost.

Curtis 1000’s multi-channel solutions support our customers’ online, mobile and social networking needs. For further information on multi-channel engagement strategies for Nonprofits, including Education Institutions, please visit us HERE.

www.curtis1000.com

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Girl Scouts take multi-channel approach to communications

Multi-Channel Campaign Helps Nonprofit
Organization Collect Data for Promotions

Challenge:

The Girl Scouts of North East Ohio serves nearly 40,000 girls in grades K-12 and 14,000 adult members in 18 Ohio counties. The organization wanted to collect as much data as possible about the young, active Girl Scouts and adult volunteers in their district to best plan events, camps, and activities—and the communications to promote them. Information they were seeking from the scouts and volunteers included updated contact information, email addresses, ethnicity, hobbies/interests, languages spoken, special needs, and the willingness to volunteer. They especially wanted to determine the Hispanic presence in their district and whether any volunteers were bilingual. Secondarily, they wanted to promote their new camp guide and Operation Sweet Support.

Solution:

Curtis 1000 helped design and implement
a two-component campaign to the
district’s girl scouts and adult volunteers,
consisting of an initial drop of 26,138
postcards with a personalized website.
Each postcard encouraged the recipient,
with an offer of a free tote, to visit their
personalized website to update their contact information and to give feedback. On their website, each recipient first saw a welcome page with a letter from the Girl Scouts of North East Ohio thanking them for visiting and expressing the survey objectives. The scout and adult volunteer in the household then proceeded to the survey. Each family member was able to complete an individual survey using the one personalized website address. After completing the survey, recipients were taken to the thank-you page, where they had the options of downloading the new camp guide and donating to Operation Sweet Support. All responses to the survey could be associated by name and family.

Results:

This campaign spanned three months and netted a great response: 2,659 people visited their personalized website (10% response) and 3,935 individuals completed the survey (15% completion rate). The completed survey rate is higher that the visit rate because multiple family members could each complete their own survey at the household website. Further analysis showed that, of the surveys completed, 44.3% were from adults and 55.7% from girls age 19 and younger. Another discovery was that 55.7% of respondents preferred email as the communication method, which could save the Girl Scouts of North East Ohio mailing costs in the future.

www.curtis1000.com

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Increase Convention, Conference and Trade Show Traffic

Multi-Channel Campaign Brings

Double-Digit Results for
Nonprofit

CHALLENGE:

The American Traffic Safety
Services Association (ATSSA)
is an international trade
association representing more
than 1,600 member companies
and  individuals in the traffic control and roadway safety industry. Each year, ATSSA hosts a Convention & Traffic Expo for its members, public officials, and friends of the industry. The 40th anniversary of the event would take place in San Antonio, Texas. ATSSA wanted to build excitement and awareness to increase pre-show registrations.

SOLUTION:

Curtis 1000 created and implemented a multi-touch campaign to ATSSA’s house
database of members, public
officials, and friends. Throughout
all of the touch points,
Curtis 1000 managed ATSSA’s
database and removed records
from future contact points as
recipients registered for the show.

RESULTS:

The email campaigns deployed
for ATSSA’s 2010 Convention
& Traffic

Expo drove very strong open
rates:

  • Save-the-date email with
    video: 25.32% open rate,
    including the follow up email.
  •  Save-the-date PURL: 26.68%
    of the recipients who opened
    the email visited and, of
    those who visited, 21%
    clicked through to the
    thank-you page.
  • Pre-convention brochure email: 17.99% open rate on the first send and 5.99% open rate on the follow-up. Of the recipients who opened the first email, 16.01% clicked to open the eBrochure. The follow-up email brought in another 13.56%.
  • Workshop brochure email:
    34.46% open rate on the
    first send and a 14.61%
    open rate on the follow-up.
    Of those who opened the
    email, 7.01% clicked to the
    PURL; 70.9% of those who
    clicked the PURL link stayed
    through to the thank-you
    page, and 11.5% clicked
    the workshop information
    link on the PURL.
  • When asked about this
    experience, Melanie McKee,
    ATSSA’s Director of
    Meetings and Conventions,
    replied: “This campaign
    reminded me of why ATSSA has a long history with Curtis 1000—great ideas with the data to back them up! We were able to assess the results of each element of the campaign and develop a new plan for the coming year that targets the best of the best.”

www.curtis1000.com

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Internal processes improved – mess and confusion eliminated

Client:

The mission of Goodwill Industries of New Mexico is to provide skill development, work opportunities, and career-building services to people with barriers to employment. They provide assessment, training, and/or referral services to New Mexicans and place them in competitive, community employment.

Challenge:

The Goodwill Operations Manager related problems that her stores were experiencing with their current merchandise labels. The handheld guns they used to print and apply the labels were messy, and the labels they produced after about 200 labels were difficult to read. The employees using the price guns were not happy with the mess and the customers were tired of asking, “Does this say 99 cents or $1.99?” Fifteen current price point labels ($.99, $1.99, $2.99, etc.) were identified as the challenge.

 Solution:

Curtis 1000 determined that the readability issues could be eliminated by moving Goodwill to preprinted labels.  Although Goodwill’s problem would be much improved with preprinted labels—there would be less mess, the labels would be readable and could be applied in half the time—there was another issue. The employees used colored markers each week to track how long merchandise has been in the store, adding a different color stripe to the label for each week it remains unsold. After several weeks, the items are put on clearance—but hand marking each tag was taking too much time. Curtis 1000’s solution: preprinted color-coded labels.

 Results:

The preprinted blue, red, yellow and pink labels eliminated the need for hand marking and several hours per day were gained by Goodwill Industries. Mess and customer confusion over prices were also eliminated. The Operations Manager commented that Curtis 1000’s consultative approach to their business and extra level of service, inventory options and, above all, our ability to improve their internal processes won the day and the business.

www.curtis1000.com

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How Much Money Do Americans Give Online?

The Internet is the fastest growing communication channel for nonprofits

Nonprofit consultancy Convio recently released a new infographic that illustrates that the Internet is the fastest growing channel for nonprofits. The Internet is helping non-profits raise money, raise awareness and communicate with constituents. Online donations are the highest they have ever been!

Have you seen this happening on your campus? Are your constituents giving online? Why or why not? What is your online presence like? What is working for you? Let us know!

http://mashable.com/2011/09/14/online-giving-infographic/

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“… it’s my favorite fundraising piece to date”

eCard with rousing music leads to online giving page 

The Challenge:

EMU Foundation is an institutionally related nonprofit corporation that solicits and manages funds on behalf of Eastern Michigan University. Its primary mission is to provide additional support to the students, programs, services and educational community of EMU.

In the fall of 2010 EMU Foundation wanted to kick off a new, year-long fundraising campaign that touched its complete alumni base and increased alumni giving.

Solution:

In the spring of 2010, Curtis 1000 created and deployed initial and follow-up email campaigns to 60,000 records. After this successful campaign, the foundation utilized Curtis 1000 to craft and distribute an email that featured a custom ecard, a flash animation story.

EMU Foundation knew exactly the type of message they wanted to send and the emotion they wanted the recipients to feel. They also knew the perfect song to use as the audio accompaniment. Curtis 1000 worked to get permission rights to use the song in the ecard.

After the ecard—with its rousing music—finishes playing, there is a prominent “Donate Now” button that leads the recipient to EMU’s online giving page.

The campaign also included a direct mail piece to 16,000 alumni and friends of the university that featured personalized address labels, a first-time project for EMU. This dropped shortly after the ecard. One additional piece of direct mail was sent out 45 days later, following up to make sure the alumnus was enjoying the labels and given a second opportunity to donate if they have not already done so. The second mailing had an “invitation” style look to it with a note from the President of EMU.

Results:

Two versions of the personalized email were sent, divided equally among the target audience as an A/B test, to see which brought in a higher response rate. This information can be used for future follow-up emails. Both emails had similar open rates and click-through rates to the ecard—one with a 15.67% open rate and 16.85% click-through rate, and the other with an 18.13% open rate and 11.88% clickthrough rate.

When asked about this experience, Jackie Thorpe, Director of Annual Giving with the Eastern Michigan University Foundation, replied: “The idea for this ecard was to create a poignant message to inform our constituents of our upcoming annual fund campaign. The music and the messaging paired with the production strategy of Curtis1000 resulted in a piece that exemplified the momentum on campus. Curtis1000 took my idea and turned it into the exact piece I had imagined … it’s my favorite fundraising piece to date.”

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Nonprofit Multi-Channel Campaign

Multi-Channel Campaign Helps Nonprofit

Organization Collect Data for Promotions

CHALLENGE:

The Girl Scouts of North East Ohio serves nearly 40,000 girls in grades K-12 and 14,000 adult members in 18 Ohio counties. The organization wanted to collect as much data as possible about the young, active Girl Scouts and adult volunteers in their district to best plan events, camps, and activities—and the communications to promote them. Information they were seeking from the scouts and volunteers included updated contact information, email addresses, ethnicity, hobbies/interests, languages spoken, special needs, and the willingness to volunteer. They especially wanted to determine the Hispanic presence in their district and whether any volunteers were bilingual. Secondarily, they wanted to promote their new camp guide and Operation Sweet Support.

SOLUTION:

Curtis 1000 helped design and implement a two-component campaign to the district’s girl scouts and adult volunteers, consisting of an initial drop of 26,138 postcards with a PURL (personalized website). Each postcard encouraged the recipient, with an offer of a free tote, to visit their PURL to update their contact information and to give feedback. On the PURL, each recipient first saw a welcome page with a letter from the Girl Scouts of North East Ohio thanking them for visiting and expressing the survey objectives. The scout and adult volunteer in the household then proceeded to the survey. Each family member was able to complete an individual survey using the one PURL address. After completing the survey, recipients were taken to the thank-you page, where they had the options of downloading the new camp guide and donating to Operation Sweet Support. All responses to the survey could be associated by name and family.

RESULTS:

This campaign launched in early March and was active until May 31, 2009. There was a great response to the campaign: 2,659 people visited the PURL (10% response) and 3,935 individuals completed the survey (15% completion rate). The completed survey rate is higher that the visit rate because multiple family members could each complete their own survey at the household PURL. Further analysis showed that, of the surveys completed, 44.3% were from adults and 55.7% from girls age 19 and younger. Another discovery was that 55.7% of respondents preferred email as the communication method, which could save the Girl Scouts of North East Ohio mailing costs in the future.

www.curtis1000.com

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