Fundraising and Marketing Malcolm Murray Director of Marketing & Communications Citymeals-on-Wheels
Jan 17, 2016
Fundraising and Marketing
Malcolm MurrayDirector of Marketing & CommunicationsCitymeals-on-Wheels
Alternative Title Brainstorm
Guardians of the Galaxy The Hunger Games Jesus, Take the Wheel Little Shop of Horrors How to Get Away with Murder The Positively True Adventures of
the Alleged Texas Cheerleader-Murdering Mom
“All” Rule #1:One Size Does Not Fit All
Just because something works for one organization does not mean it will work – or is even right – for another.
Balance your organization’s needs with the available resources.
“All” Rule #2:You Can’t Do It All
What are your immediate goals? What are your long-term goals? Who is working with you to meet
those goals? What are your other priorities? What else is on your plate?
Be honest with yourself and your team.
Finally a Picture!
Citymeals-on-Wheels Snapshot
Founded in 1981 Delivers weekend, holiday and
emergency meals to homebound elderly New Yorkers
More than 50 million since founding 2,193,322 meals in FY2015 15,465 volunteers in FY2015
Our Fundraising & Marketing Staff
Marketing and Communications• Direct Mail• Website and Online Fundraising• Press, Social Media, Advertising & More
Major Gifts Special Events Program Services Database
Direct Mail
14 House Appeals• Renewal and Lapsed Donor Appeals• Newsletters and Annual Report• Monthly/Recurring Donor Appeal
2 Acquisition Appeals
1.5 million pieces mailed
Website and Online Fundraising
Campaigns and Single Blasts Cultivation
• Special Delivery Newsletter• Recipe of the Month• Write a Note
Special Events 80 separate emails created 2.3 million emails sent
Press, Social Media,Advertising and More
TV, Radio, Print & Online Coverage Social Media
• Facebook• Twitter• Instagram• Google+
Advertising• Display Ads in New York Times
Multichannel… Let’s Meet Perla
Perla #1Direct Mail – October 2014
Perla #2Email Campaign – December 2014
Perla #3Holiday Modal – December 2014
Perla #4Holiday Slider – December 2014
Perla #5NY Times Ad – December 2014
Perla #6Website – January 2015
Perla #7Facebook – January 2015
Perla #8Annual Report – January 2015
Perla #9NY Times Ad – April 2015
Perla #10Instagram – September 2015
Perla #11… to Infinity
Slideshow at Events Video for Ad Campaign Microsite Press at Meal Center Donor Acknowledgment Letters Speaking Engagements Brochures, Fact Sheets & Collateral Many More Social Media Posts
Why Multichannel?
Offer potential donors multiple points of contact.
Integrate messaging across channels to provide consistent brand experience.
Don’t waste a compelling story or photo by only using once.
Direct Mail – Key Questions
What is your goal? Who are you mailing? What is in your package? What is your story or message? What are your gift strings? How are you tracking results?
Direct Mail Plan – Key Questions
What is your goal? How often can and should you mail? Can your list be segmented? Can you differentiate messaging? How do you define renewal? How do you define lapsed? Can you build and maintain a
recurring gift program?
Website – Key Questions
What is your goal? Is your site responsive? Is your site transactional? What drives traffic to your site? How often can you update content?
Online Fundraising – Key Questions
What is your goal? Are your emails responsive? Who are you emailing? What is overlap with direct mail? Are you sending a single blast or
creating a campaign? How are you building in cultivation? How are you tracking results?
Social Media – Key Questions
What is your goal? Which platforms are most relevant? Who are your potential audiences? What is your available content? How are you balancing content? What is your organizational voice? How are you managing your posts?