Fundraising Day New York Speakers: Alia McKee, Sea Change Strategies, Nancy Haitch, The International Rescue Committee, and Jono Smith, Network for Good

2. What’s the Point? Integrated Marketing Case Study 1 7 Steps to Success Questions Case Study 2

3. ?

8. Relationship Seeker (29%) Most likely to respond to opportunities to connect emotionally with your organization online. Casual Connector (41%) The largest of the three clusters, question after question this group appears to “split the difference” in terms of attitudes and preferences. All Business (30%) Does not appear to be looking for a relationship or emotional connection.

9. It’s not demographics that define donors, it’s their behavior Each requires a customized, targeted marketing approach to capitalize on their giving Understanding proclivities of donor base creates huge opportunities to customize a fundraising strategy

12. CEO Program VP Dev. VP Membership & Marketing Communications F&A IT Webmaster Direct Marketing Major gifts Advocacy

13. Major/Donor Mid-Donor/ Super-activist Small Donor/Activist Website Visitor Points of Entry Search/PR/Mktg/Events Drive Web Traffic Sticky Site/Integrated Mktg Drives List Growth Integrated Mktg Cultivation Integrated Marketing Pyramid Integrated Mktg Cultivation Integrated Mktg Cultivation Brand Awareness List Member/Community Framework for Integrated Online Marketing, Communications, and Fundraising

14. March Madness: Launching a Successful Integrated Campaign Nancy Haitch IRC Deputy VP, Development June 12, 2009

23. Elements & Outcomes Communications

24. Elements & Outcomes Advocacy

25. Elements & Outcomes Advocacy Acquired 5,000 emails

26. Elements & Outcomes Advocacy

31. Thank you!

32. June 12, 2009 Jono Smith, VP of Marketing Network for Good Network for Good: Online Fundraising Case Study

33. Meet Network for Good

34. How much is being raised online? Network for Good DonateNow Subscribers April 30, 2008-April 30, 2009

40. Website: Before Redesign

44. Rate the Donor Experience

47. Reality Check Social media is not a silver bullet for online fundraising.

57. Wired Wealthy Tactic Take-Aways

58. 1. Segment

59. 2. Website: Engaging, inspiring and easy to use .

60. 3. Noteworthy email

61. 4. Give them what they have already adopted

62. 4. Give them what they have already adopted

63. 5. Integrated and Multi Channel Marketing

64. 6. Experiment: 10% Risk Capital

65. 7. Measure. .