In a time when parents are timid about spending money, nonpublic schools are getting creative to bring in new students and retain current ones. But schools are on a budget, too, and are looking for ways to recruit new students and fundraise on a budget. The internet provides the perfect, low-cost way for your school to interact with your current supporters, find new ones, and fundraise. Through an online newsletter, your school can strengthen the relationship you have with parents by keeping them in the loop about new programs and teachers, and posting volunteer opportunities. Through email and your website, you can fundraise with little overhead cost. We will show you how, by integrating traditional direct mail marketing with online marketing, you can reach your enrollment goals and raise more money for the programs that make your school unique.

1. Integrating Direct Mail &
Online Marketing to Engage
Constituents & Raise Funds
Dean Sanberg, Direct Marketing Services
Kimberly L. Sanberg, Ignitus Strategies

2. 7 Things You’ll Learn To Do
1. Fundraise online
2. Increase awareness
3. Engage alumni & parents
4. Reach prospective families
5. Increase enrollment
6. Save money & be more efficient
7. Market & advertise your school online

3. And You’ll Know How To:
• Integrate direct mail with the internet
• Find tools for managing your website
• Start accepting donations online
• Get started with email lists
• Find free calendar tools
• Use social media
• Start advertising online

4. Before You Dive In:
The Must Haves
• Goals
• Budget
• Someone in charge
• Staff buy-in and involvement
• Website
• Strategy

5. Direct Mail & Printing
• Reduction in traditional
print
• Move documents online
• Spend time with your data
• Print on demand
• Direct mail & fundraising
appeals
• Direct mail recruiting

6. The Online Side of Things

7. Your Website

8. Your Website: What It Should Have
• Promotional materials
• Easy to navigate
• Pretty
• Updated with
upcoming events
• Volunteer information
• Admissions &
Registration
• Support / Donate
• Email list sign up
• History, mission, and
principles
• Photos
• Testimonials

9. Your Website: What It Can Help You
Do
• Recruit parent volunteers
• Engage alumni
• Increase enrollment by streamlining the
process
• Serve as a low-cost marketing tool
• Fundraise online

10. Web Marketing Association’s 2008 Winner
http://www.vms.edu

11. Web Marketing Association’s 2007 Winner
http://www.bethanyschool.org/

12. Easy Website Creation & Hosting
• Google Sites http://sites.google.com
• Weebly http://www.weebly.com/
• Yahoo http://smallbusiness.yahoo.com
• Pair Networks http://www.pair.com/

13. Online Fundraising

14. Online Fundraising
• Make it easy for people to
donate
• Make a case for donating on
your website
• Link to donation form from
emails, social media, and
other parts of your website

16. How to Start Accepting Donations
• Network for Good’s DonateNow
• Democracy in Action
• PayPal
• GiftTool
• Google Checkout

17. Email

18. Email Lists
• Volunteer
opportunities
• Events
• Fundraising
• Enewsletter

19. Affordable Email Tools
• EmailNow - $29.95/mo
• VerticalResponse – FREE for up to 10k
emails/mo
• MailChimp - $25.50/mo for up to 2,500
subscribers

20. Events & Calendars

21. Events & Volunteer Management

22. Online Calendar
• Fundraising
events
• Volunteer
opportunities
• Alumni events
• School activities

23. Free Online Calendar Tools
• Google Calendar http://calendar.google.com
• Localendar http://www.localendar.com/
• Spongecell http://www.spongecell.com/

24. Social Media
• Connect with parents
• Stay in touch with alumni
• Promote volunteer opportunities
• Fundraise
• Easy to update

27. Paid Advertising Online
• Target specific geographic
area
• Set up keywords
• Google AdWords Grants
www.google.com/grants/

28. Bringing It All Together

29. Increase
Enrollment
Increase
Enrollment

30. Raise More
Money
Raise More
Money

31. Top 7 Reasons You Need to
Be Online
1. Your constituents are there
2. It’s cost-effective
3. Reach a wider audience
4. See immediate results
5. Communicate regularly
6. Easy to integrate with your current strategy
7. Costs less to raise more

32. Integrating Direct Mail &
Online Marketing

33. Integrating Direct Mail & Online
Marketing

34. Integrating Direct Mail & Online
Marketing

35. Integrating Direct Mail & Online
Marketing

36. Integrating Direct Mail & Online
Marketing

37. With Integration You Will:
• Reach more people and
spend less
• See more results more
quickly
• Find your target
audience
• Increase enrollment

38. With Integration You Will:
• Design powerful
fundraising campaigns
• Give people the
information they want
when they want it
• Engage parents &
prospective students
• Keep in touch with alumni

39. In Conclusion

40. Questions to Ask Yourself
• What is my school already doing online?
• What are our goals?
• Which online pieces are a priority for us?
• Which staff members should be involved?
• What’s our budget? What’s our time
commitment?
• How can we integrate online tools with our
current fundraising/marketing strategies?

41. 6 Things You Can Do Right Now
1. Start accepting donations online
2. Get started with a free email tool
3. Create an online calendar to share with
parents
4. Improve your website
5. Start advertising online
6. Engage alumni and parents online

42. Kimberly@IgnitusStrategies.com
http://IgnitusStrategies.com
http://twitter.com/ignitus
612.812.0188
Kimberly L. Sanberg
Director, Ignitus Strategies
Dean Sanberg
CEO, Direct Marketing Services, Inc.
Dean@DMShub.com
http://www.DMShub.com
952-886-3452