Art & Science of Multichannel Fundraising

Available as a PDF.

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.
 
In The Art & Science of Multichannel Fundraising from Direct Marketing IQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- it's specifically created (and priced) for nonprofits.
 
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:

• Choose the right channels for your campaign
• Develop creative that works across multiple channels
• Revitalize the direct mail component of your multichannel mix
• Make sure email plays its increasingly important role perfectly
• Seamlessly integrate mobile marketing into the fundraising campaign
• Boost your online strategy with social media
• Create a multichannel donor renewal campaign
• Figure out that you're doing right — via testing and results measurement
• Use all the pieces of the multichannel puzzle

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

Chapter 1
 
What Channels to Use? Depends on the Nonprofit, Its Campaign and Its List
by Dennis McCarthy, Jennifer Darrouzet, Noel Beebe and Matthew Mielcarek

Chapter 2

Developing the Creative and a Message That Works Across Multiple Channels
by Moira Kavanagh Crosby and Eliza Temeles

Chapter 3

Direct Mail: How to Keep the Workhorse Working
by Kimberly Seville

Chapter 4 

The Email Component: How to Make Sure It Plays Its Role Perfectly
by Abny Santicola and Joe Boland

Chapter 5

Mobile: Integrating the New Player Via Text Messaging
by Matthew Valleskey

Chapter 6

Social Media: How Best It Can Help the Multichannel Campaign
by Christina Johns

Chapter 7

Renewals: Creating the Multichannel Donor Renewal Campaign
by Roger Craver

Chapter 8
 
How Do We Know If We Are Doing It Right? (Testing and Results Measurement in an Integrated/Multichannel Marketing and Fundraising Environment)
by Geoffrey W. Peters

Chapter 9

Other Pieces of the Multichannel Puzzle: TV, Radio, Bus Shelters, Billboards …
by Jo Sullivan

MULTICHANNEL FUNDRAISING CASE STUDIES

Case Study #1 — The Gorilla Organization’s “Great Gorilla Run”  

Case Study #2 — The Chesapeake Rotary Club’s “Chesapeake Wine Festival”

Case Study #3 — Stop Hunger Now’s “The Haiti Relief Campaign”

Case Study #4 — Arizona Humane Society’s “Pet Telethon”

Case Study #5 — Boys & Girls Clubs of Greater San Diego’s “Rhythm and Vine Festival”

Case Study #6 — Human Rights Campaign’s “Don’t Ask Don’t Tell”

Case Study #7 — Salvation Army’s “Red Kettle Drive” 

Case Study #8 — The Children’s Hospital of Philadelphia’s “Season of Courage”

The Research Division of the Target Marketing Group, Direct Marketing IQ (www.directmarketingiq.com) is the go-to resource for direct marketers.

Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts.

Direct Marketing IQ has unparalleled access to direct marketing data — including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories — and proudly produces content from the most experienced editors and practitioners in the industry.