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10/7/2013 #bbcon 1 Take Your Peer-to-Peer Fundraising Program from Good to Great! DONNA WILKINS, CHARITY DYNAMICS DAVID MCSHEA& SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION CARRIE CORK, AMERICAN HEART ASSOCIATION MERI-MARGARET DEOUDES, NATIONAL WILDLIFE FUND JULIE BALFOUR, EASTER SEALS #BBCon #GreatP2P

Take Your Peer-to-Peer Fundraising Program from Good to Great!

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Page 1: Take Your Peer-to-Peer Fundraising Program from Good to Great!

10/7/2013 #bbcon 1

Take Your Peer-to-Peer Fundraising Program from Good to Great!

DONNA WILKINS, CHARITY DYNAMICS

DAVID MCSHEA& SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION

CARRIE CORK, AMERICAN HEART ASSOCIATION

MERI-MARGARET DEOUDES, NATIONAL WILDLIFE FUND

JULIE BALFOUR, EASTER SEALS

#BBCon #GreatP2P

Page 2: Take Your Peer-to-Peer Fundraising Program from Good to Great!

10/7/2013 #bbcon 2 #GreatP2P

Page 3: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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Getting Over A.T.A.P Syndrome DAVID MCSHEA & SHANA MASTERSON

AMERICAN DIABETES ASSOCIATION

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Symptoms of A.T.A.P Syndrome

2011 Lackluster Results

52% $O walker rate

37% Team Retention (3% decrease)

$211 Fundraising Avg. ($14 decrease)

Minor Increase Online Fundraising

Page 5: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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Never Fear! Acronym Creating Man is here!

Page 6: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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Team Captains

Champions to Stop Diabetes

Red Striders

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Team Captains

Bringing Focus

24 Hour Challenge

Nationwide Team Expansion

Results

14,077 (5.3% increase vs. 2011)

Corporate Teams

$1,707 Fundraising Average (+$40 vs. 2011) and 7.2% increase in total Team $

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Champions to Stop Diabetes

Bringing Focus

Nat./Local Recognition & Support

Kay Jewelers & DOE Shirt

Results

2,517 (11.8% increase vs. 2011)

$5,917,018 (7.9% increase vs. 2011)

47% of total participant funds

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Red Striders

Bringing Focus

National Acquisition Campaign

Expanded Tools

Results

12,107 (5% increase over 2011)

$2,560,943 (-$15,000 vs. 2011)

$354 average (-$5 vs. 2011)

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TCR and Team Raiser

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LOGGED IN BANNERS

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PARTICIPANT BADGES

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SITE MAP/NAVIGATION

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STATIONERIES - STAFF

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STAFF - WALKING THE TALK!

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STATIONERIES - PARTICIPANTS

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SOCIAL MEDIA FOR PARTICIPANTS

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SOCIAL MEDIA FOR PARTICIPANTS

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FURTHER TEAM RAISER TCR FOCUS

• Conditionalized content

- Autoresponders and other emails

- Website and Participant Center

• Segmented emails

- Ask TCs to fwd email

- Ask Red Striders to invite others with diabetes

- Celebrate champions

• Social media updates

• Separate Facebook ads, text messages, etc.

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The Honeymoon is over, but…

Across all 3 groups; segmentation,

tailored e-templates, staff training,

coaching focus, and more.

T: Down 3.5% - National Team Impact

C: 782 to date, 53% retention, $1.6mill

R: Acquisition – 9% increase !!

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QUANTIFYING IMPACT The Proof Is In The Numbers

PRESENTED BY:

CARRIE CORK, AMERICAN HEART ASSOCIATION

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IDEA #1: ASK, ASK, ASK SOME MORE

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IDEA #1: AND THE DATA SHOWS….

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IDEA #2: MAKE IT PERSONAL!

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IDEA #2: AND THE DATA SHOWS….

Personalizing Story & Uploading Photo

(Average Raised = $359.40 / LY $283.29)

Personalizing Story (Average raised = $246.35 / LY $119.22)

Spring HW – Uploading Photo (Average raised = $337.36 /

LY $276.36)

No online

activity:

$21.54

Page 26: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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IDEA #3: WE WANT SUPER-FUNDRAISERS!

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IDEA #3: AND THE DATA SHOWS….

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Lessons from a Start-Up

PRESENTED BY MERI-MARGARET DEOUDES

NATIONAL WILDLIFE FEDERATION

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Mission:

Inspire Americans to protect wildlife for

our children’s future

Areas of Focus:

• Solutions to climate change

• Wildlife and habitat

• Connect kids to nature

Organizational Structure:

• Headquarters in Reston, VA

• 8 Regional Offices

• 47 State Affiliates

Inspirational Goal:

10 million kids outside at least 90 minutes

per week (currently less than

10 minutes per day)

NATIONAL WILDLIFE FEDERATION

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• Create new revenue stream for NWF

• Develop scalable, mass marketing, fundraising

events with P2P approach

• Cultivate long-term relationships with

participants to broaden NWF volunteer, donor,

corporate and participant base

• Build NWF brand awareness and value

• Support Be Out There goals

SPECIAL EVENTS GOALS

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Event Concept:

• Started in 2004 as an engagement opportunity

• An annual, virtual event with sponsorship and P2P fundraising components

• Over 191,000 participants in 2013

• NWF provides online tools, activities,

and resources to organize a GABC

GREAT AMERICAN BACKYARD CAMPOUT

(GABC)

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Over 214 million readers, viewers and listeners in 2013

THE GOOD - GABC MARKETING & MEDIA

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Bad:

• Branding

• Head count

• Email capture

• Free content or paid?

Ugly:

• Fundraising

• Net revenue

• Support from other departments

Lessons:

• Continue sponsorship

• Reach and engagement vs. sponsorship

• Innovate and iterate

• Top of the funnel for relationships

LESSONS LEARNED FROM GABC

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• Cross between a nature hike and scavenger hunt

• Target audience is families with children ages 3-10

• Interactive Stop & Study stations

• Live animals, naturalists, games, crafts, and snacks

• Flat registration fee layered with an incentive-based fundraising program

HIKE & SEEK BACKGROUND

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HIKE & SEEK SITES

SEATTLE

DENVER

CHICAGO

ATLANTA

BALTIMORE & WASHINGTON DC

NYC & BERNARDSVILLE NJ

LOS ANGELES

MINNEAPOLIS

HOUSTON

GOALS: • 5,000 participants

• $60,000 in registration and fundraising

• $225,000 in sponsorship

Page 36: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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SUPPORTERS

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Testing 1,2,3…300

• Creating an urgent and emotional appeal

• Time intensive site scouting and permitting

• Systems, software and accounting

• Cultivation vs. transactions

• We are fundraisers, not party planners

Not a Fleeting Romance

• 3 year commitment from organization

• Buy-in from other departments

• Significant investment for R&D and developing the model

• AMAZING staff

Not an Event, but an Experience

• Interactive, leverage sponsors, wildlife displays

• Less words, more pictures

• Multi-layered communications

LESSONS LEARNED FROM A START-UP

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Don't Fight the Machine...

• Corporate teams, vendor

sponsorship, media partners,

sponsorships

Stick to the Plan

• Regional offices, iterations, new

ideas

Mission and Passion

• Internal and external

Relationships

• Committees

• Top fundraisers

THE GOOD…TO GREAT!

“Innovation…is not only about re-thinking products, but also

re-thinking the nature of relationships.” -Howard Schultz

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• Set lofty goals

• Work the plan. Update the plan.

Iterate the plan. Revise the plan.

Work the plan. Repeat.

• Be strategic and deliberate

• Build your tribe

• NEVER, NEVER, NEVER give up

LESSONS LEARNED

“Our job is to make change. Our job is to connect to people, to interact

with them in a way that leaves them better than we found them, more

able to get where they’d like to go. Every time we waste that

opportunity, every page or sentence that doesn’t do enough to advance

the cause is waste.” – Seth Godin, Tribes

Page 40: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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THIS IS A SECTION SLIDE, PUT A PRESENTATION

SECTION TITLE HERE

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Easter Seals, Inc.

Easter Seals’ Journey From Online Personas to

Responsive Design

“Understanding our constituents and making smarter

choices for emails, online content and design”.

PRESENTED BY JULIE BALFOUR

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• Understanding your constituents through online personas -

sending smarter emails for events and other campaigns

• Aligning your website content to your personas – optimizing

outcomes by meeting the needs of your constituents – talking to

them in meaningful and relevant ways

• Multi-Channel Approach – telling your story across many

channels using the knowledge about your constituents

• Responsive Design – delivering an optimal online experience

that meets the needs of your constituents – allowing them to

connect with you…HOW they want to connect with you

KEY POINTS

Page 43: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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Easter Seals’ in the fall of 2012

• Over 100 outdated sites- including our easterseals.com property,

over 60 affiliate sites in addition to 50 event sites

• Very little understanding of “who” the constituents are that we serve

online and their digital needs

• Constrained by older technology

• Constrained by the limits of the technology to maintain a design with

high accessibility standards

• No dynamic content and minimum storytelling

• Not sending smart emails

EASTER SEALS’ JOURNEY

Page 44: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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Easter Seals’ in the fall of 2013

• Launched our newly designed easterseals.com responsive web

property and currently launching 4 newly designed affiliate sites

a week

• Very thorough understanding of who the constituents are that we

serve online (our personas) and their digital needs

• New, responsive design and flexible technology with CMS

Luminate

• High accessibility standards

• Dynamic content and wonderful opportunities for storytelling

• Sending smarter emails

EASTER SEALS’ JOURNEY

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FIRST STEP…DEFINING THE “WHO”

Personas

per·so·na /pərˈsōnə/ Noun

Identifies the motivations, expectations and goals of our

constituents and site visitors and brings them to life by giving

them each a name, personality and a photo. At Easter Seals,

our new site design and architecture was influenced by:

Site metrics

Audience needs

Best practices

Interviews and survey

We are using this information to help us segment our email

outreach and look for ways to integrate messaging across

channels.

Page 46: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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PERSONAS – HELP US DO EVERYTHING

SMARTER

We used all of what we learned to develop personas.

A persona is created to represent a member of each

of our key target audiences.

Five main buckets of personas:

• Existing clients & prospective clients

• Family & Caregivers

• Donors

• Engaged Supporters

• Information Seekers

Page 47: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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ONLINE PERSONAS – EIGHT PROFILES

• Daniel – Existing Client – an adult with cerebral palsy

• Lindsay – Prospective Client - an adult recently diagnosed

with a disability (veteran paraplegic)

• Samantha and Danielle – Family/Caregiver – a parent of a

young child with a disability (e.g., Down Syndrome and Autism)

• Deb (and Diane) – Family/Caregiver – Older parent of an

adult child with cognitive and physical disabilities

Page 48: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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ONLINE PERSONAS – EIGHT PROFILES

• Cynthia – Donor/Fundraiser - Longtime donor to Easter Seals

(direct mail and recent online donor)

• Paul – Engaged Supporter – Easter Seals consultant,

advocate, Walk With Me volunteer

• Roberto – Information Seeker – Motivated media savvy

professional

• Janet – Major Funder/Sponsorship Partner – self identifies

as a strong supporter of philanthropy

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EXAMPLES OF PERSONAS

Daniel

Who is Daniel?

An existing client and adult with cerebral

Palsy.

• Longtime Easter Seals client

• 60-75 year old adult with cerebral palsy

• Uses Easter Seals’ assistive technology resources

• Uses accessibility tools such as iPad due to limited dexterity

• Passionate about being a member of the Easter Seals family

• Attends weekly occupational & physical therapy sessions at his

affiliate’s provider facility

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WHAT ARE DANIEL’S NEEDS AND

CHALLENGES?

• Stay up-to-date on cerebral palsy research

• Find local facilities that provide

occupational therapies

• Read general disability news and

legislation

• Be as self-sufficient as possible using

assistive resources

• Learn more about becoming an Easter Seals volunteer

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EXAMPLES OF PERSONAS

Lindsay

Who is Lindsay?

Prospective Client

• Recently diagnosed with a disability

• Recently paralyzed female veteran

• Age 20-30

• Faced with a life-altering new perspective, she has to relearn how

to go about daily life and regain her independence

• Had no prior connection to Easter Seals

• Is considering Easter Seals services, but also inundated with

other information from organizations that provide veteran

support too

• Overwhelmed by her situation and looking for support

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EXAMPLES OF PERSONAS

Lindsay

What are Lindsay’s needs

and challenges?

• Wants to understand her options for ongoing physical therapy

• Locate nearby medical rehabilitation services

• Find assistive technologies that can help her maintain

independence

• To not feel limited by her disability and find opportunities to

increase her self-sufficiency

• Find a new career path given her physical limitations

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EXAMPLES OF PERSONAS

Samantha

Who is Samantha?

Family/Caregiver

Mother with a 6 year old daughter with autism and

other disabilities (Down syndrome)

•Female, age 28-40

•Upon her daughter’s diagnosis at the age of 2,

Samantha was scared, desperate and overwhelmed

•Using a Google search on “autism,” Samantha found

Easter Seals online

•Daughter participated in early intervention as a toddler,

but prior to that, she had no prior connection with

Easter Seals

Page 54: Take Your Peer-to-Peer Fundraising Program from Good to Great!

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WHAT ARE THEIR NEEDS AND

CHALLENGES?

• Keep up to date on info and therapy for children

with autism and other disabilities

• Ongoing enrollment in therapy and special

needs classes

• Information about her daughter’s participation

in the Easter Seals summer camps

• Wants to connect with other parents and

caregivers who have children with similar

disabilities

• Wants to read success stories of other Easter

Seals clients

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EXAMPLES OF PERSONAS

WHAT ARE WE MISSING?

Deb

Family/Caregiver

Who is Deb?

• Deb was married for 25 years, until her husband’s

passing and has one child who is now an adult

• Female, age 55-70

• Deb’s daughter, Diane was born with a cognitive

and physical disability

• Throughout her daughter’s childhood, Diane was

enrolled in specialized care and camp programs

offered by Bay Area Easter Seals

• Her daughter is now 30 years old and is considering

moving to Southern California to live in Easter

Seals Residential Programs

• Daughter has also benefitted from Easter Seals

vocational assessment and job placement services

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WHAT ARE HER NEEDS AND

CHALLENGES?

• Wants her daughter to be able to fulfill her goal of

living independently in an Easter Seal Residence

• Hopes Diane will continue to thrive in her job and

social life

• Her local affiliate doesn’t offer residential programs,

so Diane will be moving quite a distance away

• Searching online vocational assessment, job training

and job placement services for people with

disabilities

• Searches the site to find transitional services that

help Diane move from youth-oriented services to

adult programs

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EXAMPLES OF PERSONAS

CYNTHIA

DONOR/FUNDRAISER

Who is Cynthia? • Stay at home mom; now “retired”

• Has a son who is now an adult

• 3 grandchildren – one of which has a

disability

• Female, age 55 - 75

• Passionate about helping her family

manage living with disability

• Wants to make sure her disabled

grandchild is able to live a happy, fulfilling

life

• Looking to learn more about opportunities

for children & young adults with disabilities

• Is interested in participating in Walk With

Me and other fundraising events

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WHAT ARE HER NEEDS AND

CHALLENGES

• Keeping up to date on research and info about

children with disabilities

• Finding ways to help her grandchild (and her family)

live with minimal limitations

• Find out more information that they haven’t

received from doctor

• Understanding how her donation is making an

impact

• Scared of “what the future may hold” for her

grandchild

• Finding local resources that can help her son and

daughter in law raise their child

• Looking on the website for updated research and

local resources

• Providers of high-quality child care and

personalized learning opportunities

• Reading stories of hope

• Opportunities to advocate to protect the rights of

the disabled

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EXAMPLES OF PERSONAS

ROBERTO

SAVVY MEDIA PROFESSIONAL

WHO IS ROBERTO? • Specializes in media and communications

• Journalist

• Covers family health news and references Easter Seals as an authoritative resource

• Online expertise in research and communications

• Male, age 30 – 55

• Knowledgeable in the field of general health, children, parenting, and overall wellbeing.

• References sources like Easter Seals in relation to his articles about disability, autism and specialized children’s services/programs.

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WHAT ARE HIS NEEDS AND

CHALLENGES?

• Showcase innovative children’s services and award

winning programs that support families

• Write compelling articles that incorporate personal

testimonials from Easter Seals staff, clients, families,

etc.

• Be confident that he’s referencing current and factual

data

• Finding personal stories to reference

• Knowing where to look on the website for specific

information

• Finding and connecting with media contacts

• Using the website as an authoritative resource and

world-class service provider

• Keep website up to date with research news and info

• Share Stories of Hope on website

• Provide a forum for sharing stories on social media

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EXAMPLES OF PERSONAS

JANET

MAJOR FUNDRAISER/SPONSORSHIP PARTNER

Who is Janet?

• Freelance consultant – expert in development/fundraising

• Has worked with Easter Seals Headquarters Office

• Female, age 35 – 45

• Works remotely from home office

• Passionate about the Easter Seals’ mission

• Does not have a family member or loved one who is a client of Easter Seals

• Most interested in children’s services and stories of hope

• Takes action in response to Easter Seals advocacy alerts

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• Providing Easter Seals with solid

recommendations on how to showcase their

mission

• Helping Easter Seals raise more revenue to

support their services and programs

• Helping advance autism and disability legislation

in Washington

• Understanding how her advocacy actions make an

impact

• Keeping up to date with the wide variety of

programs that Easter Seals provides

• Knowing where to look on the website for existing

content and how to update it efficiently

• Keep website updated with research and local

resources

• Provide staff with access to the intranet for

internal communications

• Allow her to consult with affiliate staff as needed

WHAT ARE HER NEEDS AND

CHALLENGES?

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PERSONAS - SENDING SMARTER EMAILS

Who do we want to send emails to?

Who are our constituents?

What are their needs?

What segmentation is possible in

what channels?

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PERSONAS - SENDING SMARTER EMAILS

Why are we sending this email?

• Raise money

• Educate the constituent about our organization,

programs and why our fundraising matters

• Connection – touch point to constituents

• Create a sense of urgency

• Invitation to join us in peer-to-peer events

• Other

How are we messaging? What level of direct response

marketing integration is possible (e.g., direct mail, social media,

mobile, website content, etc.).

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UNDERSTANDING YOUR CONSTITUENTS

EMPOWERS YOU AS A MARKETER

EXAMPLE

SIBLINGS MATTER • Powerful story

• Partner with Corporate Sponsor (Mass Mutual)

• Used in monthly enewsletter – with link to site

• Powerful image on Homepage Marquee

• Social Media Campaign

• Email Campaign – with link to site

• Direct Mail

• Blog article

• Independence Newsletter article

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MESSAGE BEYOND FUNDRAISING

EDUCATE AND EMPOWER WITH STORIES

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EASTERSEALS.COM

NEW RESPONSIVE DESIGN WEBSITE

INCREASE IN SITE TRAFFIC

HIGHER FUNDRAISING LEVELS

REDUCTION IN CONSTITUENT COMPLAINTS

LONGER TIME ON PAGES

LOWER BOUNCE RATES

INCREASE IN VIEWING ON MOBILE AND TABLETS

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NEW EASTERSEALS.COM HOMEPAGE

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WALK WITH ME ON HOMEPAGE MARQUEE