Bridging Your Direct Marketing and Social Media

Activities for Fundraising Success

Jocelyn Harmon, Roz Lemieux & Evan Parker

Back in the day…

Back in the day…

• Direct mail• Telemarketing• Events• Face to face solicitations

But now…here comes everybody!

• 200+ million people on Facebook • 133 million blog records indexed

since 2002 – Technorati• 75% of online adults use some

form on social media - Forrester

100s of new tools

So who should you pay attention to and how?

Key considerations

1. What do you want to do?2. Where do your stakeholders

“live?”3. What ‘s your capacity?Bonus: Understand the capabilities

of the different media.

What do you want to do?

a) Awareness – build a presence on social networks

b) Activism – see abovec) $ - direct mail is still KING, although

online giving is on the increased) Acquistion – Google ad words, email

marketing, co-rege) All of the above -

Where do your stakeholders “live”

How?• Do a survey• Do a social data append

Understand the capabilities of different media

Causes has raised $10 million since it’s launch two years ago.

but

Total giving to charitable organizations from individuals in 2008 was $229.3 billion (75%)!

What’s your capacity?

• Average nonprofit is allocating ¼ FTE to social media – The Port

• Content is KING and takes a TON of time to create.

The logical progression

• Website first!• Email second!• Wade into social carefully!