Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds
42
Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds Dean Sanberg, Direct Marketing Services Kimberly L. Sanberg, Ignitus Strategies
description
In a time when parents are timid about spending money, nonpublic schools are getting creative to bring in new students and retain current ones. But schools are on a budget, too, and are looking for ways to recruit new students and fundraise on a budget.The internet provides the perfect, low-cost way for your school to interact with your current supporters, find new ones, and fundraise. Through an online newsletter, your school can strengthen the relationship you have with parents by keeping them in the loop about new programs and teachers, and posting volunteer opportunities. Through email and your website, you can fundraise with little overhead cost.We will show you how, by integrating traditional direct mail marketing with online marketing, you can reach your enrollment goals and raise more money for the programs that make your school unique.
Transcript of Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds
Integrating Direct Mail & Online Marketing to Engage Constituents & Raise Funds
Dean Sanberg, Direct Marketing ServicesKimberly L. Sanberg, Ignitus Strategies
7 Things You’ll Learn To Do1. Fundraise online2. Increase awareness3. Engage alumni & parents4. Reach prospective families5. Increase enrollment6. Save money & be more efficient7. Market & advertise your school online
And You’ll Know How To:
• Integrate direct mail with the internet• Find tools for managing your website• Start accepting donations online• Get started with email lists• Find free calendar tools• Use social media• Start advertising online
Before You Dive In: The Must Haves
• Goals• Budget• Someone in charge• Staff buy-in and involvement• Website• Strategy
Direct Mail & Printing• Reduction in traditional
print• Move documents online• Spend time with your data• Print on demand• Direct mail & fundraising
appeals• Direct mail recruiting
The Online Side of Things
Your Website
Your Website: What It Should Have
• Promotional materials• Easy to navigate• Pretty• Updated with
upcoming events• Volunteer information
• Admissions & Registration• Support / Donate• Email list sign up• History, mission, and principles• Photos• Testimonials
Your Website: What It Can Help You Do
• Recruit parent volunteers• Engage alumni• Increase enrollment by streamlining the
process• Serve as a low-cost marketing tool• Fundraise online
Web Marketing Association’s 2008 Winner
http://www.vms.edu/
Web Marketing Association’s 2007 Winner
http://www.bethanyschool.org/
Easy Website Creation & Hosting
• Google Sites http://sites.google.com• Weebly http://www.weebly.com/• Yahoo http://smallbusiness.yahoo.com• Pair Networks http://www.pair.com/
Online Fundraising
Online Fundraising
• Make it easy for people to donate
• Make a case for donating on your website
• Link to donation form from emails, social media, and other parts of your website
How to Start Accepting Donations
• Network for Good’s DonateNow• Democracy in Action• PayPal• GiftTool• Google Checkout
Email Lists
• Volunteer opportunities
• Events• Fundraising • Enewsletter
Affordable Email Tools
• EmailNow - $29.95/mo• VerticalResponse – FREE for up to 10k
emails/mo• MailChimp - $25.50/mo for up to 2,500
subscribers
Events & Calendars
Events & Volunteer Management
Online Calendar
• Fundraising events
• Volunteer opportunities
• Alumni events• School activities
Free Online Calendar Tools
• Google Calendar http://calendar.google.com• Localendar http://www.localendar.com/• Spongecell http://www.spongecell.com/
Social Media
• Connect with parents• Stay in touch with alumni• Promote volunteer opportunities• Fundraise• Easy to update
Paid Advertising Online
• Target specific geographic area
• Set up keywords• Google AdWords Grants www.google.com/grants/
Bringing It All Together
Increase Enrollment
Increase Enrollment
Raise More Money
Raise More Money
Top 7 Reasons You Need to Be Online
1. Your constituents are there2. It’s cost-effective3. Reach a wider audience4. See immediate results5. Communicate regularly6. Easy to integrate with your current strategy7. Costs less to raise more
Integrating Direct Mail & Online Marketing
Integrating Direct Mail & Online Marketing
Integrating Direct Mail & Online Marketing
Integrating Direct Mail & Online Marketing
Integrating Direct Mail & Online Marketing
With Integration You Will:• Reach more people and
spend less• See more results more
quickly• Find your target
audience• Increase enrollment
With Integration You Will:• Design powerful
fundraising campaigns• Give people the
information they want when they want it
• Engage parents & prospective students
• Keep in touch with alumni
In Conclusion
Questions to Ask Yourself
• What is my school already doing online?• What are our goals? • Which online pieces are a priority for us?• Which staff members should be involved?• What’s our budget? What’s our time
commitment?• How can we integrate online tools with our
current fundraising/marketing strategies?
6 Things You Can Do Right Now1. Start accepting donations online2. Get started with a free email tool3. Create an online calendar to share with
parents4. Improve your website5. Start advertising online6. Engage alumni and parents online
[email protected]://IgnitusStrategies.com
http://twitter.com/ignitus612.812.0188
Kimberly L. SanbergDirector, Ignitus Strategies
Dean SanbergCEO, Direct Marketing Services, Inc.
[email protected]://www.DMShub.com
952-886-3452
