Creating Engaging Communications for Non-Profits

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  • CREATING ENGAGING COMMUNICATIONS

  • UNDERSTANDING YOUR AUDIENCE

  • THEY ARE IN CONTROL

    [The modern, digitally-empowered consumer] is living life on [their] own terms and engaging with brands when and how its

    most convenient to [them].

    Marketo, The Definitive Guide to Engaging Email Marketing, 2013; IDC Workbook, Graduating from Email to Engagement, June 2013

  • ALWAYS ON THE GO

    9 out of 10 American adults have a cell phone

    58% own a smartphone!

    42% of adults own a tablet

    67% find themselves checking their phone even when it doesnt ring!

    29% of cell phone owner cannot imagine living without their phone!

    Pew Research Internet Project, Mobile Technology Fact Sheet, January 2014

  • DIFFERENT BY THE GENERATIONS

    - Born 1981-1995 (age 18-32 as of 2013)

    - Represents 11% of total giving

    - 32.8 million donors in the US

    - 60% give

    - Born 1965-1980 (age 33-48 as of 2013)

    - Represents 20% of total giving

    - 39.5 million donors in the US

    - 59% give

    - Born 1946-1964 (age 49-67 as of 2013)

    - Represents 43% of total giving

    - 51.0 million donors in the US

    - 72% give

    - Born 1945 and earlier (age 68+ as of 2013)

    - Represents 26% of total giving

    - 27.1 million donors in the US

    - 88% give

    Generational groups, total U.S. population, and giving data (on average)

    Blackbaud, Next Generation of American Giving, August 2013

    Generation Y

    Generation X Matures

    Boomers

  • WHO IS YOUR AUDIENCE?

  • REVIEW YOUR DATABASEYOU HAVE MORE DATA THAN YOU THINK

    How They Know You - Donor, Volunteer, Client, Event Attendee, etc.For Donors - Gift Amount Given, Date of Gift, How They GaveAddressAgeIncome RangeSometimes You Might Know Their Area of Interest

    CATALOGUE YOUR DATA INTO GROUPS

    Constituent GroupsCurrent/ Lapsed DonorsIncome Level OpportunitiesGenerationalGeography

  • AUDIENCE IS KING!

    Remember that the best campaigns arent about you or what you want

    subscribers to do. Theyre about your subscribers and what they want.

    [Matt Blumberg, Chairman & CEO of Return Path]

    Marketo, The Definitive Guide to Engaging Email Marketing, 2013

  • CASE IN POINT

    HORACE MANN SCH

    OOLAlumni and Deve

    lopment Office|231 W

    est 246th Street, Bronx,

    NY 10471|Tel 718-43

    2-3450|Fax 718-432-

    3010|www.horacema

    nn.org

    Annual Fund 2015

    Making a Difference

    2014 2015

    Board of Trustees

    D E V E LOPMENT

    C OMM ITT E E

    L E AD E RSH I P

    Steven M. Friedman

    72

    P03,04,08

    Chair,Board of Trustees

    Carolyn Okin P14,15,

    18

    Vice Chair,

    Board of Trustees

    Co-Chair,

    Development Committe

    e

    Howard Lutnick

    P 14,16,19,24

    Co-Chair,

    Development Committe

    e

    Michael Pruzan 83

    P 24, 25

    Co-Chair,

    Development Committe

    e

    Lawrence Graham P20

    Chair,

    Annual Fund 2015

    October 15, 2014

    Addressee

    Street City, State,

    Zip

    Dear Salutation:

    It was with great excite

    ment that Horace Mann

    School once again emb

    arked on our

    academic journey this y

    ear in September. I hop

    e the school year is off

    to a wonderful start

    for Child1 Na, Child2 N

    a, Child3 Na, and Child

    4Na. Our ability to ma

    ke a difference in

    each students educatio

    nal experience is due in

    a large part to the gene

    rous support of the

    greater HM community

    .

    This is why today I am

    sharing with you how y

    ou can help continue to

    make a difference

    in the lives of our stude

    nts through your contri

    bution to the Annual Fu

    nd. Last year, you

    joined more than 2,600

    constituents who dem

    onstrated their commi

    tment to Horace

    Mann School by contri

    buting more than $5.325

    million to Annual Fund

    2014, setting a

    new record for annual

    giving. We remain grate

    ful for the opportunitie

    s that you helped

    tocreate.

    Annual Fund dollars su

    pport our school by:

    enhancing academ

    ic and co-curricular

    programming

    attracting and reta

    ining the best and br

    ightest faculty and s

    taff

    providing financia

    l aid for an economic

    ally diverse student

    body

    maintaining our fo

    ur campuses

    restraining tuition

    growth for all famili

    es

    Please read the enclose

    d brochure to understa

    nd how your continued

    support impacts

    our community, helps c

    reate new programs an

    d enhance existing ones

    , and makes a

    difference in the lives o

    f those we educate. As

    a past leadership dono

    r and a member of

    the Maroon and White

    Society, your continue

    d support is fundament

    al to achieving our

    goals. Please consider m

    aking a renewed and pe

    rhaps increased gift to

    Annual Fund 2015.

    On behalf of Horace M

    ann School, and with t

    hanks in advance for yo

    ur thoughtful

    consideration and supp

    ort,

    Lawrence Otis Graham

    P 20

    Trustee, Chair, Annu

    al Fund 2015

    HORACE MANN SCHOOLAlumni and Development Office|231 West 246th Street, Bronx, NY 10471|Tel 718-432-3450|Fax 718-432-3010|www.horacemann.org

    Annual Fund 2015Making a Difference2014 2015Board of Trustees

    D E V E LO PMENT C OMM IT T E E L E AD E R SH I P

    Steven M. Friedman 72 P03,04,08 Chair,Board of TrusteesCarolyn Okin P14,15,18 Vice Chair, Board of Trustees Co-Chair, Development Committee

    Howard Lutnick P 14,16,19,24Co-Chair, Development Committee

    Michael Pruzan 83 P 24, 25 Co-Chair, Development Committee

    Lawrence Graham P20 Chair, Annual Fund 2015

    October 15, 2014Addressee Street City, State, ZipDear Salutation:It was with great excitement that Horace Mann School once again embarked on our

    academic journey this year in September. As it has been for generations, our ability to

    make a difference in each students educational experience is due in a large part to the

    generous support of the greater HM community.This is why today I am sharing with you how you can help continue to make a difference

    in the lives of our students through your contribution to the Annual Fund. Last year, you

    joined more than 2,600 constituents who demonstrated their commitment to Horace

    Mann School by contributing more than $5.325 million to Annual Fund 2014, setting a

    new record for annual giving. We remain grateful for the opportunities that you helped

    tocreate.

    Annual Fund dollars support our school by: enhancing academic and co-curricular programming attracting and retaining the best and brightest faculty and staff providing financial aid for an economically diverse student body maintaining our four campuses restraining tuition growth for all families Please read the enclosed brochure to understand how alumni support impacts our

    community, helps create new programs and enhance existing ones, and makes a

    difference in the lives of those we educate. As a past leadership donor and a member of

    the Maroon and White Society, your continued support is fundamental to achieving our

    goals. Please consider making a renewed and perhaps increased gift to Annual Fund 2015. On behalf of Horace Mann School, and with thanks in advance for your thoughtful

    consideration and support,

    Lawrence Otis Graham P 20 Trustee, Chair, Annual Fund 2015

    9 Versions of Letters

    YES!I will m

    ake a difference

    .

    Benefactors $3

    5,000+

    Patrons

    $25,000+

    Sponsors

    $15,000+

    Associates

    $10,000+

    Supporters

    $5,000+

    Friends $2,5

    00+

    Maroon and

    White Circle

    THE

    Not sure if your

    company match

    es? Find out

    at www.horacem

    ann.org/match

    and follow the

    guidelines to reg

    ister your gift tod

    ay!

    Matching gifts r

    eceived by June

    30 are counted

    toward Maroon a

    nd White leader

    ship levels.

    My gift will be m

    atched by my em

    ployer:

    DOUBLE MY IM

    PACT! DOUBL

    E MY IMPACT!

    Years since gra

    duation:

    Minimum gift:

    11-12 years

    $750

    9-10 years

    $500

    7-8 years

    $250

    5-6 years

    $100

    1-4 years or l

    ess $ 50

    THE

    Maroon and Wh

    ite Fellowship

    R E C EN T G

    R A D UA T E S

    For your referen

    ce here is your p

    ast history of giv

    ing:

    FISCAL

    TOTAL

    INDIVIDUAL

    COMPANY

    YEAR

    GIVING

    MATCHING GI

    FT

    2014

    $0,000 $0,000

    2013

    $0,000 $0,000

    2012

    $0,000 $0,000

    Enclosed is my

    gift of:

    Ask 1 Ask 2

    Ask 3

    Other $

    Version: A

    LUM

    NI (general)

    Horace Mann L

    eadership Givin

    g

    YES!I will make a difference.

    Benefactors $35,000+Patrons $25,000+

    Sponsors $15,000+Associates $10,000+Supporters $5,000+

    Friends $2,500+

    Maroon and White Circle

    THE

    For your reference here is your past history of giving: FISCAL TOTAL INDIVIDUAL COMPANY YEAR GIVING MATCHING GIFT 2014 $0,000 $0,000 2013 $0,000 $0,000 2012 $0,000 $0,000

    Version: A

    LUM

    NI (m

    ajor donors)

    Enclosed is my gift of:$

    Your past Maroon and White Circle donation is appreciated. Please consider making an even greater difference by supporting at the next level.

    Horace Mann Leadership Giving

    Not sure if your company matches? Find out at www.horacemann.org/match and follow the guidelines to register your gift today!Matching gifts received by June 30 are counted toward Maroon and White leadership levels.

    My gift will be matched by my employer:

    DOUBLE MY IMPACT! DOUBLE MY IMPACT!

    7 Versions of Reply CardsHow can

    YOU make a

    difference

    A Guide to Horace Mann Schools Annual Fund

    3 Versions of Booklet

  • UNDERSTANDING THE MARKETING LANDSCAPE

  • SO MANY COMMUNICATION CHANNELS TODAY

    Web - General Website, Campaign micropages, PURLS, Online Advertising, PPC Advertising

    Social Media - Twitter, Facebook, Instagram, YouTube, Google+, Vine

    Print/ Direct Mail

    Email

    Mobile - SMS, Mobile Apps

    Phonathons

    Face to Face

    Mass - TV, Radio, Billboards

    WHAT CHANNELS DO YOU ENGAGE WITH?

  • ONLINE

    % of Donors Engage Online with a Non-Profit Organization

    84% of Donation Pages are Not

    Mobile Friendly

    Blackbaud, Next Generation of American Giving, August 2013; The Chronicles of Philanthropy, Most Charities Fail at Online Fundraising Basics, Raymund Flandez, February 4, 2014

  • DIRECT MAIL

    On average, direct mail accounts for 79% of donations

    Blackbaud, Internet and Multichannel Giving Benchmarking Report, July 2011; Epsilon, Channel Preference for Both the Mobile and Non-Mobile Consumer Report, December 2012

    Email DirectMail

    Direct Mail is preferred 2 to 1 over email for non-profit communications

  • SOCIAL MEDIA

    6%

    Donate Through Social Media

    57%

    Survey Respondents see social media success

    in brandraising but not fundraising

    Blackbaud, Next Generation of American Giving, August 2013; Crains/ AFP New York Metropolitan Nonprofit Survey, Spring 2014

  • =Open Rates

    Click Through Rates

    Blackbaud, Next Generation of American Giving, August 2013; Pew Internet and American Life Projects Generations 2010 report; Marketing Sherpa, Email Summit, 2013

    EMAIL

    of online American cite email as one

    of their regular activities

    92%

    of adult Americans check their email first

    thing in am

    58%

  • CASE IN POINT - RESULTED IN $22 RAISED FOR EVERY $1 SPENT

  • EVERY MESSAGE HAS ITS PLACE

    TRANSACTION

    ENGAGEMENT

    Engagement channels may or may not be transaction channels, and vice versa, but both matter[Blackbaud, Next Generation of American Giving, Aug 2013]

  • INFORMATION ABUNDANCE MEANS ATTENTION SCARCITY

    Marketo, The Definitive Guide to Engaging Email Marketing, 2013

  • ENGAGING CAMPAIGNS ARE ENGAGING

    + Stories of Impact

    + Stories that Connect to Audience

  • START PERSONALIZING YOUR COMMUNICATIONS

    PERSONALIZE WAYS TO USE PERSONALIZATION

    Text Direct Mail/ PrintImages EmailDesign/ Layout WebLength Video In-Person/ Phone

    ENGAGING CAMPAIGNS ARE PERSONALIZED

  • GENERIC DIRECT MAIL

    DEEPLY PERSONALIZED CAMPAIGNS

    PERSONALIZATION WORKS . . .

    2X RESPONSE RATE

    HOW CAN YOU PERSONALIZE YOUR COMMUNICATIONS BETTER?

    Caslon Report, 1-to-1 Response Rate Report: Benchmark Information for Relevant Cross-Media Marketing, 2012

  • REMEMBER - ITS ABOUT THEM - NOT YOU!

    Relevance means knowing who your audience is and what they want from your [communications]. Impersonal and poorly timed messages make your subscribers think, You dont know who I am. You dont know what I want. You just dont get me. If you arent relevant, your subscribers will opt-out - or emotionally opt-out.

    Marketo, The Definitive Guide to Engaging Email Marketing, 2013

  • CASE IN POINT

    Administrative Office7 Glenwood Ave., Suite 101East Orange, NJ 07017(973) 675-3817Fax (973) 266-1041

    Main Office395 South Center StreetOrange, NJ 07050(973) 675-3817Fax (973) 673-5782

    Board of Trustees

    Ellen M. DavenportPresident

    Bernadette Ucko, MA, LDT-CFirst Vice President

    Alan P. LevineSecond Vice President

    Jeff R. Harrison, CPATreasurer

    Bernice ManshelSecretary

    Roger L. ManshelFacilities Chair

    Jethro Antoine, Esq.Beth A. Berns, LCSWVictor CiriloLisa-Renee DumasJohn R. FeldmanKathleen Fuentes, Esq.Joseph Glatt, Esq.Jennifer Griffith, MAKelly Heller, LSW, C-SSWFaith S. LefkortJody LipskyReginald Long, Esq.Diana Kyser McNeffHeidi W. MurphyClyde Otis IIIConnie Salimbeno, MA, LDTCKimberly R. Santos, M.Ed.Andrew M. ShainbergBeth Sonnenberg, LCSWJami Jacobson Thall

    Paula Sabreen, LCSWExecutive Director

    Presidents Circle

    Priscilla Barrett, LPN, LRCP Francesco BorgheseJennifer ChalstyGail KelloggRobert Corin MorrisBarbara MurrayChad Peters Shelden Ogilvy Pisani, Ph.D.Mark W. Sussman, MAI, CRELloyd Ucko

    Engendering Hope, Enhancing Safety, Healing Trauma, and Strengthening Families and Communitieswww.familyconnectionsnj.org

    Its no secret that, right here in our towns, children and families face all kinds of stress and danger from bullying and underage drinking to child abuse, mental illness, addiction and domestic violence. These may seem like insurmountable problems, but FAMILYConnections has a proven track record of overcoming them.FAMILYConnections is helping people each and every day. Our prevention services and school-based programs give kids the skills to confront bullying and say no to alcohol and drugs. Our Reunity Houses safely reunite families broken by abuse. Our counseling services help youth and adults overcome mental illness and addiction and our DREAMS program gives domestic violence survivors the strength to nurture their children and build new lives.What we do really works. Just look at the outcome data in our last Annual Report, which you will find on our website: www.familyconnectionsnj.org. Youll see that, while other organizations try, we succeed!HELP US CONTINUE THESE GREAT RESULTS. Your contribution will reduce childrens emotional problems and improve grades at local schools and keep teens away from high-risk behaviors. Youll help people heal from trauma and abuse and train parents how to build stable homes. Every dollar you give will make our communities stronger and safer!We invite you to visit the website to see a short video further proof that what FAMILYConnections does really works!Please give today. With your help, children, adults and families will heal, grow and thrive. Thank you.Wishing you and your family all the best this holiday season.SincerelyPaula Sabreen, LCSW Ellen M. DavenportExecutive Director President, Board of Trustees

    FPlease give today. With your help, children, adults and families will heal, grow and thrive. Thank you.Wishing you and your family all the best this holiday season.SincerelyPaula Sabreen, LCSW Ellen M. DavenportExecutive Director President

    00463_BoardLH.indd 1 11/18/13 1:26 PM

    Dear John,

    What We Do Really Works!

    Every Dollar You Give Will Make Our Communities Stronger and Safer!

    Yes, I want to help children, adults and families...