Posts tagged nonprofit cause marketing
Social media is the marketing activity nonprofits say they need help with most, according to a free report from Constant Contact called the Nonprofit Pulse Report. More than 57% of the 307 respondents said they needed help with social media, followed by 36% with email marketing, and 35% with their nonprofit websites.
Not surprisingly, 88% of respondents said they found Facebook the most effective channel for their cause marketing followed dismally by 5% who preferred Twitter. For great Facebook fan page examples look at the American Red Cross with 511,000 fans and The Humane Society of the United States with 1.4 million fans.
Read Up and Invest Time into Your Multi Channel Efforts
Nonprofits who have read Heather Mansfield’s How to Guide for Using Social Media for Social Good say it’s worth the $22. Heather gives 149 tools and resources, a case study of how a nonprofit book tour earned an organization $17,000, and other lessons she’s learned during her 15 years helping nonprofits and 15,000 hours using social media.
The Nonprofit Pulse Report details that nonprofits are spending 36% of their time and 18% of their budgets on marketing. It doesn’t break out what amount of that time and money is spent on social media. However, another report, How Small Businesses and Nonprofits can Master Online Marketing, states that effective social media outreach takes at least 25 hours of staff time per week, according to company behind the report, Ditch Digital Dabbling. The survey also outlines the online marketing tactics that work best and highlights new revelations, including the fact that “Power Users” rate only five social media tools as very effective.
I think both Mansfield and Ditch Digital Dabbling’s staff would agree that Mark Hanis, the founder behind the Genocide Intervention Network, has put in the time and wisely leveraged social media.
Hanis’ Facebook campaign raised $250,000 in 2005, according to nonprofit blogger Beth Kanter. Kanter said that Hanis used Salesforce as its contact management system to track interactions and help land a very large donor. “The relationship starts online, but the “ask” happens offline, perhaps on the phone or face-to-face,” says Kanter.
How much time is your nonprofit spending on social media? If you need guidance, download the reports in this blog or contact us. The return is worth the work according to Social Media Today who says a charity can raise $100,000 or more on Facebook if they dedicate the budget and staff to the task. Imagine what lift you’d get adding variable printing to the integrated marketing mix, too.
Awards make nice office decorations and offer bragging rights, but they mean nothing if the work behind them didn’t achieve pre-set objectives. Nine times out of 10 those objectives are financially focused – more customers, more sales, more donations, more buy in, more attendance and more orders.
Mail Print earned five AMBIT awards at the Kansas City Direct Marketing Association AMBIT awards dinner March 2013 because we know how to generate financially imperative results.
Mail Print is proud to be a fifth-year, multiple award recipient for generating measurable, quantifiable results consistently.
Mail Print earned four AMBITS in 2012, four in 2011, three AMBITS in 2010, and four AMBITS in 2009. More importantly, we’ve generated millions and millions of dollars in revenues for our clients (and ourselves) over the past five years.
Multi-channel Marketing – Connect Magazine & Corporate Blog (2012 Silver AMBIT)
For its multi-channel marketing effort sharing invaluable content with its clients through a print magazine, digital newsletter and corporate blog, Mail Print received a silver AMBIT in the Business Integrated Marketing category. This effort by Mail Print attributed $1.3 million in new business and new opportunities for a return on investment of $41 for every $1 spent on the magazine.
Fundraising & Print Automation – Donor Receipt Program (2012 Silver AMBIT)
For its work helping Harvesters automate its donor receipt program, Mail Print received a silver AMBIT in the fundraising category.
In this campaign, Mail Print automated the donation acknowledgement of 72,000 donations a year and added additional fundraising solicitations into the program that as a result increased donations. The results were:
- 54% increase in second-time donations
- 11% response rate
- 1,597% return on investment
- $688,930 of additional donations
Special Event Planning – Direct Mail 3.0 Event (2012 Gold AMBIT)
Mail Print earned gold in the $2,000 and over event planning category. Mail Print’s 2012 open house and educational event, Direct Mail 3.0, demonstrated our newest technologies and value-added services upon the addition of the HP T200 Inkjet Web Press that makes longer-run variable data printing affordable. The outcomes of the event and facility tour were:
- 653 clients and prospects were invited to the event
- 177 people responded (31% response rate)
- 125 attended the extravaganza
- 29.2% email open rate (112 opens)
Cause Marketing Campaign for Harvesters (2012 Gold AMBIT & Biggest Bang for the Buck)
Mail Print also earned a gold AMBIT for it fundraising effort for Harvesters called the Set and Extra Plate Holiday Campaign.Rather than just sending a holiday card to clients, Mail Print tithed its time and talents to raise extra money for the shrinking Harvesters food pantry during the holidays.
By creating a mailing with a soft solicitation to donate, Mail Print ultimately generated $63,000 in donations for Harvesters. The initial mailing led clients to a personalized URL (PURL) that had a direct link to submit a donation as small as $10 that would be matched.
Social share buttons were heavily promoted that increased shares and donations.
The campaign earned a 10:1 return on investment and generated $63,000 in donations as part of the nonprofit cause marketing effort.
“Our customers are the ones to thank. If it wasn’t for their trust in our efforts we would never have had the opportunity to earn them these results. It just proves that a well thought out effort, with great partners reaps great rewards,” says Mail Print CEO Gina Danner.