Choosing the Right Communications Mix
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Choosing the Right Communications Mix
December 2011
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Introductions
Andrea BerryDirector of Partnerships
and Learning
Idealware
And on the chat…
Laura Quinn
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www.idealware.org
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Resources and Services From Idealware
Online seminars and courses
In-person trainingConsulting to networks
Idealware is a 501(c)3 nonprofit!
Close to 200 existing free articles and reports
Commissioned articles and reports
The Field Guide to Software for
Nonprofits
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Your Communications Strategy
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Offline Communications Methods
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Online Communications Methods
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One method does not replace another…
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…use methods together to optimize impact!
eNews
New star
direct
mail hits
New star
appeal
New star
appeal
follow-up
New star
phone
calls
March
Consider how your
communications
will look to your
constituents as a
package…
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It’s Important to Use Multiple Channels
The strength of your
communications will be
elevated when you use
multiple channels to
work together towards
your goals.
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It’s Critical to Define Your Goals
You can’t effectively define a mix without specific goals for
specific marketing campaigns
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Key Considerations
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Timing
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Tone vs. Impact
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How Much Will It Cost?
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Integrating Look and Feel
Emails
Blog
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Integrating Messaging
Text should be related – but not identical
Blog
Ad
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Coordinating Communications
Define the goalThink through
the audience for
each venue
Tailor the
message
What are you trying to accomplish?
Why are they there? What will resonate?
What will best achieve your goals?
Don’t just send the same message through every medium.
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Comparing the Mix for Different Goals
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A Potential Mix: Fundraising
Fundraising
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A Potential Mix: Promoting an Event
Event Promotion
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A Potential Mix: Reaching New Supporters
Reaching New Supporters
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A Potential Mix: Engaging Current Supporters
Engaging Current
Supporters
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How Do They Work Together?
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Within Your Mix Channels Have Different Jobs
Jobs
• Content Generation
• Promoting Resources
• Publicizing the Resources of Others
• Getting Community Input
Each channel may have multiple jobs.
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Consider How Your Channels Work Together
Directionality:
Which way do the communication
channels feed?
Core vs. Peripheral:
Is the channel central to the
initiative or a peripheral element?
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A Fundraising Appeal
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Promoting an Event
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Reaching New Supporters
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Engaging Current Supporters
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Case Studies
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www.take5togive5.org
Fundraising campaign by
The United Way of
Western Connecticut
Aim: to raise
supplementary funds for
partner organizations
during financial crisis
The United Way of Western Connecticut
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Take 5 to Give 5: Website
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Take 5 to Give 5: Emails
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Take 5 to Give 5: Friend-to-Friend Fundraising
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Take 5 to Give 5: Facebook
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United Way of W. CT: Fundraising
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www.thinkoutsidethebottle.org
Advocacy campaign by Corporate
Accountability International
Aim: to encourage people to stop using bottled
water in favor of reusable bottles
Think Outside the Bottle
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Think Outside the Bottle: Website
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Think Outside the Bottle: Emails
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Think Outside the Bottle: Facebook
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Think Outside the Bottle: Online Promotion
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Think Outside the Bottle: Pledge
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Think Outside the Bottle: Advocacy
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Upcoming Idealware Seminars
1/5: Tactical Technology Planning
1/12: Social Media for Executive Directors
1/19: How To Know What People Think About You
1/26: Choosing a Low Cost Donor Management System
More at www.idealware.org/online-training
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Have More Questions?
Ask Idealware…
On Twitter: @idealware
On Facebook: /idealware