Direct Mail, Marketing and Advertising

Open discussion to share top ideas

that attract new donors and

steward existing donors. 1

Big Shoulders Fund – Holiday Campaign

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Lessons Learned – Holiday Campaign Objective: Increase exposure of Big Shoulders Fund brand and name to more

professionals. Raise additional funds from new donors. Target Audience: Chicago Transit Authority Riders and Metro Riders Means: Purchased station saturation and advertising during holiday season.

Had carolers from schools stand outside stations and hand out flyers with information about Big Shoulders.

Results:• Increased goodwill, but difficult to track impact or new donors. • Some increased visits, but no significant jump (less than $500) in

online donors or visits immediately after. Results:• Reframed outreach to focus as a thank you and awareness builder.• Reduced advertising costs, but increased presence of carolers at train

stations from one to three locations. • Picked up news coverage on 3 major local television news and one

print paper.

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How do we measure the return on investment of advertising

initiatives?

Is it worth the money invested?

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The State of Direct Mail

Online Success Stories

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Successful Outreach – Online Presence

FaceBook

Website E-appeal

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Successful Outreach – Online IncreaseObjective: Increase the number of donors, especially online, to Big Shoulders

Fund at a variety of levels. Target Audience: Chicago-area young and mid-level professionals. Tech-savvy. Means: Establish advisory boards, events, and greater online presence

(revamped website; secure portal; Facebook; Twitter; LinkedIn) that provide a variety of access points and initiatives that effectively engage individuals with different personal and professional motivations.

Results:• Two Advisory Boards with membership at 250 combined. All donors.• Online following (319 Fans & 226 members on Facebook; 127

members LinkedIn; 37 Followers on Twitter)• Annual E-appeal targets new and existing donors• Increased online giving (no. of donations and dollar amount) more

than six-fold in the last four years.

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Successful Outreach – Online Donors

Increased number of new donors who make first gift online.

Online giving has increased by over six-fold representing all levels through Auxiliary Board, Events and Other Donors

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Direct Mail

•Lists

•Premiums

•Future of Direct Mail

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New Acquisition Ideas

• What Worked?

• What Didn’t?