Tag Archives: cross-channel

What’s New in ePhilanthropy

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If you’re convinced that integrated fundraising / marketing would help your organization but are finding it a challenge to implement, read these tips from Convio on how to break down your silos.  Also listen to this week’s free webinar from Fundraising Success on Strategies for Seamless Integration Across Fundraising Channels.  If multiple departments maintain their own calendars of constituent outreach activities, this is a good place to start by using an integrated calendar (and keeping it current).

Email isn’t dead yet, and many of us are still asking questions about what’s too much and how can we increase open / action rates.  For help, see 14 tips for making your nonprofit email more effective,   Make sure you think carefully about the subject line (which will affect whether or not readers decide to open your message) and test for stronger email performance.    Here’s more ideas on how much communication is too much.   Struggling with content ideas for your next enewsletter or direct mail piece?  Try these three stories every nonprofit should know how to write.

After this week’s announcement of the upgraded iPad, is it time to retire the PC in favor of laptops and tablets?  Seems to me that having a real keyboard is still helpful, especially on mobile phones which continue to boom.

If you’re planning to re-do your website, consider first what platform will serve you best, such as WordPress or Drupal.  The newly updated Idealware Field Guide to Software for Nonprofits is also a great reference.

Coming next week – a preview of Nten‘s Nonprofit Technology Conference, which I’ll be attending later this month.

 

Practical Examples of Cross-Channel Success

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As a regular user of the New York Public Library, I’ve usually had to time my visits to when the branches are open.  In the past, there have been at least one day weekly when the library was completely closed (in addition to Sunday), and ‘late’ hours would only be provided one or two days / week.  Recently at the Mid Manhattan Library, I was amazed to learn that this location was now open extended hours, not only daily but with hours to 11 PM several days / week.  How was the library able to do this, especially in these times of recession?

Over the years I’ve developed relationships with many consultants / vendors who serve nonprofits, only some which I’ve worked with directly.  In preparation for our regular update call, I listened to a presentation that Michael Johnston of HJC New Media which is available for listening from his web site.  During an hour of many examples of how he’s implemented cross-channel strategies at many nonprofit clients, he mentioned his work at the New York Public Library.  In addition to raising funds which allowed the library to avoid further cutbacks in hours, Michael’s work succeeded also in breaking down silos between departments, a problem which I’ve seen at many organizations when developing and implementing online strategies.

Other interesting takeaways included:

  1. when combining direct mail and email, it’s usually better to send the direct mail first, then follow up with a corresponding email appeal.
  2. since many recipients of direct mail will visit the nonprofit’s web page before donating, integrate the home page with the latest direct mail content / graphics
  3. send direct mail to supporters who are already raising money online;  ask that they encourage others to do the same
  4. to stimulate monthly giving, follow up with web donors with a phone call, thanking them for their support and asking that they deepen their commitment
  5. put videos online, immediately followed by an ask – an effective alternative to always providing a static donation form
  6. if using a radio campaign, direct listeners to visit a microsite / unique URL where they can show their support
  7. if using social media, make sure you can track donations coming from this source;  make sure your social media pages include a call to action (not necessarily to donate)

Using a multichannel approach not only can result in higher donations, but can help your organization to work more effectively and provide a consistent message to constituents, no matter how they hear about you.  Which of the above techniques can you implement today?