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Posts tagged: Charity

Study Evaluates Non-Profit Online Marketing Success

Posted on May 3, 2007

Convio, a company I found out about from a friend who’s a non-profit marketing director, recently released The Online Marketing (eCRM) Nonprofit Benchmark Index™ Study. Although the study’s results are based on Convio’s non-profit client results, many of the suggestions and findings apply to for profit online marketing as well.

Here’s the introduction . . .

This benchmark report provides you with important insight and analysis involving key metrics for evaluating online marketing success. The study includes data compiled from nonprofit organizations across six vertical segments and of various sizes and levels of online maturity. It also discusses tactics for impacting key metrics and creating more effective online marketing programs that maximize results.

Convio’s online marketing benchmark report includes:

  • Key metrics that influence online marketing effectiveness;
  • Analysis and trend data involving each metric;
  • Insights into how comparable organizations are performing against key metrics; and
  • Tips and advice for improving different areas of your organization’s online marketing program.

A few findings that jumped out for me . . .

- Online donations median growth rate from July 05-June 06: 27% [probably much higher now]

- Organizations with larger email files raised 2-3 times more online than those with smaller files

- Results vary by vertical segment in terms of outreach; motivation; action and loyalty

- Common attributes of organizations that have had the most success online include the ability to drive traffic; effective coversion to registered users and then donors; and a high response rate for online appeals

At 17 pages, the report is packed with information, graphs and charts that illustrate how well Convio serves their clients. Definitely worth a download.

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Non-Profit Special Events | Measuring PR ROI From the Sponsor’s Perspective

Posted on May 3, 2007

Whether you’re a donor or a charity, you’ll be interested in the latest report from Charity Navigator, a leading independent evaluator of charities. While this report focuses on how much and how charities invest and make from special events, it doesn’t cover the payback for the sponsors, both individuals and companies.

Having written more than a few sponsorship packages for non-profit special events, I know how difficult it can be to persuade major donors to write a check. Thinking back to my ”brilliant” suggestion of giving naming rights to the $50,000 sponsor for a first-time local event, I rationed that the exposure alone would be worth the investment.

We had no takers. And, at the outset I had no idea how much publicity and exposure the major sponsor would get – how does 4,000,000 impressions sound?   That’s .0125/impression. Where can you buy that kind of exposure that ties you to a cause you support – and probably be able to write it off?

In reading this report, I agree that charities often invest too much in special events.  One way to make the event self-funding is to dazzle a snazzy PR/marketing campaign in front of major sponsors that integrates online, offline, media, radio and TV exposure.

Although we don’t guarantee results, we can estimate the amount of coverage we’ll get. When we hit obstacles, we ramp up on other fronts by building a blog or online news center to drive interest. But, not every charity has that option. You have to fund the promotions before you can make them happen.

One of our clients is a four-star charity on Charity Navigator. We use this reference in all press releases for two reasons: first, to position our client as being a valued charity [almost 95% of every donation goes directly into programming] and second to promote the opportunity to widen giving horizons by researching charities online. 

Charity Navigator’s 2007 Special Events Study

Introduction . . .  

During the spring and summer months, it seems as though charities hold special fundraising events almost every weekend. We all receive requests to attend and support charity-sponsored events, ranging from the American Cancer Society’s “Relay for Life” to the Cleveland Animal Protective League’s “Fur Ball”, from spring galas to bowl-a-thons to (insert mildly strenuous physical activity here)-a-thons. But, as a donor, does it make sense to support these special events? Or would the organization be better served by you skipping the 5K and making a direct contribution? Our users have repeatedly asked us these questions, so we decided to do what we do best, compile and analyze the data, and give you some answers.

Conclusion . . .

Without question, special events seem to be an extremely inefficient way of raising money. The majority of charities are more efficient in their overall fundraising than when they fundraise through special events. So why do they continue to use these special events as fundraisers? And should donors support these special events, or instead give money to the charity as a strict contribution?

Keep in mind that there are advantages to special events that cannot be measured: raising awareness, rewarding members, cultivating prospective donors, PR exposure, and brand building to name a few. These benefits are impossible to measure, and vary greatly from organization to organization.

Suggest a charity to Charity Navigator.

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0 Comments - Posted in Events, Publicity Tagged with: , , , ,

Chicago Non-Profit Marketing Success Roundtable | Event PR

Posted on March 30, 2007

Today’s news release is an invitation for non-profits.

It’s here for us to track results and to show you an example of an event release in an email format . . .

Subject Line: Non-Profit Marketing Success Roundtable

News from Graphix Products for Business, Community, Non-Profit and Religion Editors

Graphix Products and Douglas Shaw and Associates to Present
“Making a Difference: A Round-Table Discussion for the Non-Profit Industry”
April 11, 2007 from 9:00 a.m. to 12:30 p.m. in West Chicago, Illinois

Results-based discussion to focus on ways to maximize fund-raising efforts by
keeping branding and core messaging at the heart of donor communications

Presenters: Doug Shaw, President/CEO/Founder of Douglas Shaw and Associates; Chris Tews and Jason Tews of Graphix Products, both companies are based in West Chicago, IL

Who: Non-Profit Directors of Development and Communication Managers

What: Fundraising/Branding/Messaging/Communications Discussion

When: April 11, 2007 from 9:00 a.m. to 12:30 p.m.

Where: Graphix Products located at 399 Wegner Drive in West Chicago, Illinois

RSVP: Required

Cost: Free for non-profits, includes lunch

Register: Online at http://www.gpimage.com, see training link or call 630.231.2425

Press Contact: CoryWest Media, 630.942.9542, all speakers are available for expert comments on marketing, fund-raising and communications for non-profits

West Chicago, IL – Two non-profit industry consultants, Graphix Products and Douglas Shaw and Associates, are teaming up to present “Making a Difference: A Round-Table Discussion for the Non-Profit Industry” on April 11 from 9:00 a.m. to 12:30 p.m. in West Chicago, Illinois.

Speakers include Doug Shaw, President/CEO/Founder of Douglas Shaw and Associates; and Jason Tews and Chris Tews of Graphix Products. All non-profit development, marketing and communications directors may attend the presentation at no charge. To make a reservation, call 630.231.2425. Graphix Products will host the event at their print production center, located at 399 Wegner Drive in West Chicago, Illinois .

Jason Tews, an officer of family-owned Graphix Products, says this event is the culmination of a six month campaign to connect companies with non-profit giving opportunities. Launched in the fall of 2006, the “Making a Difference” non-profit awareness campaign introduced companies to giving and serving opportunities. Midland Paper partnered with Graphix Products to produce a non-profit client directory, which featured essential information and images from each non-profit, a donation envelope and a cover letter from the Tews family asking each company to consider the organizations in their giving this year.

“We know that companies want to support non-profits. The directory gave them the information they needed to make their giving decisions,” Mr. Tews said. “Overall, the ‘Making a Difference’ campaign outperformed our goals. Each non-profit got a new publicity route directly to businesses. We decided to end the campaign by hosting this marketing success seminar with our presentation partner, Douglas Shaw and Associates. Our intent is to inform, inspire and motivate non-profits to market their missions in the most effective way possible.”

About Douglas Shaw, Donor-Focused Strategic Marketing® Expert. . .

Prior to founding DSA with his wife Stevey in 1994, Doug spent more than fifteen years working on staff and as a consultant to regional, national and international non-profit organizations and ministries. It was during these years that Doug came to value a donor-focused approach to fundraising for both its ability to connect with and involve donors and for its effectiveness in generating higher donor responses and revenue. Once Doug and Stevey opened DSA, they immediately began offering clients their version of a fully integrated approach to communications and fundraising, called Donor-Focused Strategic Marketing®.

About Douglas Shaw & Associates [DSA] Fundraising Counsel. . .

As a full-service fundraising and communications agency serving national and international non-profit organizations and ministries, Douglas Shaw & Associates (DSA) has a reputation for being donor-focused, service-oriented and results-driven. For more information, please contact Michael Johnson at 630-562-1321.

About Graphix Products, Direct Marketing Experts . . .

As one of Chicagoland’s most recognized names in commercial printing, family-owned Graphix Products has earned a reputation for providing discerning customers with the highest quality printing for over 35 years. From the simplest printed piece to the most intricate custom project, Graphix Products remains committed to providing superior technical expertise, state-of-the-art capabilities and unsurpassed service. Clients include Allstate, Kraft, Bridgestone-Firestone, Canon Business Solutions, Pepperidge Farm, National Association of Realtors, American Bar Association and Moody Bible Institute. For more information, contact Jason Tews at 630.231.2425.

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0 Comments - Posted in Events, Press Releases Tagged with:

Affiliate marketing for churches – how to monetize partnerships

Posted on December 16, 2006

Church Marketing Sucks, the place to go to check into what’s happening [and not happening] in church marketing, comments on messaging to the pews in a post called, “Your church sponsored by Crest White Strips.”

Presenting statistics that support selective strategic partnerships, it’s an overall look into how businesses, political parties and ad agencies are promoting from or on the church platform. The post references an article by Knowledge @ Wharton called Product Placement in the Pews? Microtargeting Meets Megachurches.

Megachurches are onto something – raising money by promoting products. While it’s difficult for me to imagine my church setting up a Chrysler expo in our adjacent parking lot, I can see the benefits selective affiliate marketing brings churches.

As one top affiliate marketing expert once explained to me, “Affiliate marketing is not selling, it’s recommending products or services you believe in.” Often, I lead people to resources they wouldn’t have found without me. They’re free to delete my affiliate link [and commission] at the end of the URL and buy direct from the vendor, if they prefer.

We recommend that our business clients find a match with a non-profit whose mission matches theirs. Then we build communication tools for the business to share with the non-profit to help them co-promote an event or a campaign to maximize visability and fundraising potential.

As a marketer, I love the idea of connecting funds to missions. As a church member, I’m conscious of the competition for messages: mission, prayer, ministry, meeting, outreach giving, stewardship, service, youth, suppers, festivals, etc.

Here’s an affiliate marketing idea to test out . . .

Church members who own businesses can start their own version of affiliate marketing by rewarding referrals with a donation to their church and then expand the offer to other churches within the community.

And one more that takes only a click . . .

GoodSearch pays organizations for every search from their members. At a penny per search with 500 members searching 5 times per day, that’s $750 extra per month – certainly worth testing out. Who says donations can only come in through pledges and the offering plate?

Share your ideas on how churches can set up affiliate income streams . . .

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Contact Barbara about advertising, a creative project or a speaking opportunity.

2 Comments - Posted in Direct Marketing, Internet Marketing Tagged with: , , ,

Non-Profit Blogging Resource

Posted on November 7, 2006

Today I met with a large and established non-profit agency who wants to raise their donor awareness profile.

Of course I suggested blogging as a way to blast open online communications.

Here’s a non-profit blogging, podcasting and social media resource site for those who want to get going and posting.

You do, don’t you???

If you know of other non-profit blogging resources, thanks for sharing in the comment section below . . .

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