eMail Fundraising Campaign

Purpose - Email+Fundraising

To create the basis for discussion of what would be required to create a successful email fundraising campaign using a ‘best practices’ approach with the web.

Objective - Email+Fundraising

Currently there are over XXX email addresses in your organization’s database. A primary objective would be to increase this to XXX. After getting the quantity of relevant contacts to a larger number, the ‘call to action’ would shift from “pass this on to your friends and family” to the ‘Ask’, or a direct appeal for funding support. For the sake of creating a baseline objective, we would establish an average donation amount, a percentage of contacts, and a time period of 16 months.

Overview Diagrams
The following identifies the basic tasks associated with the project.

• Identify Objectives
  • Existing Primary Stakeholders
  • Potential New Stakeholders
  • Define Success
• Identify target audience(s)
  • Identify target audience hot buttons, or needs
• Audit current contact database
  • Identify if this is sufficient & purge list of inactive contacts
  • If not, acquire additional leads internally as well as from purchasing mailing lists, advertising, targeted incentive programs, shared lists, etc.
  • Set up system for opt-in/opt-out, viral marketing
• Create Strategy for campaign
  • Content
    • Who would be responsible for what content?
    • Create outlines of content
    • Base content created by internal stakeholders
    • Rework base content &/or augment, as needed, by professional copywriter
  • Design and format template for email messages incorporating organizational logo & taglines, regular features, graphics
  • Identify & create/polish key messages
  • Frequency
  • Call to Action
  • Set up system for online donations & credit card payments
• Analyze metrics and click-throughs, deliverability and optimization strategies, success in meeting donation goals and database numbers
  • Make adjustments for subsequent email marketing efforts
    

Call or email us today to learn how we can help your organization be more effective with an eMail Newsletter Campaign.