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10 Creative Strategies to Cut Through the Clutter

June 15, 2010 By Moira Kavanagh Crosby
[Editor's Note: During their presentation, “30 Ideas in 60 Minutes: Your Hour of Creative Power,” at the Association of Fundraising Professionals Fund Raising Day in New York on June 11, Jeff Brooks, creative director at TrueSense Marketing; Moira Kavanagh Crosby, president of MKDM; and Dennis Lonergan, president of Eidolon Communications, provided direct-response and online fundraising strategies to make your fundraising solicitations stand out from the crowd. Here, Crosby outlines her 10 strategies from the session.]

1. Scarce or shrinking prospect lists? Create your own.
People are getting more messages than ever, in more channels than ever, at a time when they have less than ever to give. This is particularly troubling in direct mail (the foundation on which most programs were built) because the model in DM is mail out/donors in. Market saturation and fragmentation of communication channels challenge this model.

The good news is that the donors are still there; we just need to expand on the ways we connect with them. One solution to the challenge of shrinking list universes is to create your own list of qualified prospects online.

There are many ways to do this:
  • Compelling registration offer on your website
  • Online interactive devices, like e-cards, petitions and pledges
  • Or a microsite dedicated to a particular angle of your organization’s issues
MKDM worked with the American Legacy Foundation, a smoking prevention and cessation organization, to develop a microsite, My Legacy Story. Through the site, Legacy is creating a space for people to share stories about their experiences with tobacco — whether they're about their struggles to quit, hopes for loved ones to quit or, sadly, people that they’ve lost to smoking-related illnesses. It’s also a very effective list-building tool for people who share affinity for Legacy’s issues and might be interested in giving to the organization through subsequent conversion efforts.

As you think about engagement and registration offers for your organization, be sure to avoid the worst — and most abused — involvement device: “Join our mailing list.” Instead, focus on the many more compelling reasons you can give your constituents to take that first step in their engagement with you — and you, in turn, can begin to build a list of qualified prospects for giving.
 

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Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

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First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
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• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

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About DirectMarketingIQ
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<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

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<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

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