You Don’t Need A Lot to Raise A Lot with Luminate OnlineCREATING EFFECTIVE AND AFFORDABLE CROSS-CHANNEL CAMPAIGNS

Megan Vandekerckhove, Children’s Health Foundation

I’m Megan

@megvdk

Over a decade of marketing and communications experience. Three years in the non-profit world.

Always up for adventure - especially when it involves good food, good music and good people.

I wouldn’t be here without the help of my hero, Sailor Moon.

DIRECT RESPONSE SPECIALIST

Let's Look At...

• Connecting to your donors

• Meaningful cross-channel engagement

• Affordable tactics and resources

Our Problem:Speaking of Children’se-Newsletter

• Average Recipients: 14,168

• Average Open Rate: 18.8%

• Average Open Count: 2,656

Let’s Spruce Up Your E-Newsletter

1) Remove Disengaged Constituents

• Blackbaud Knowledgebase

• Article #94767

2) Send an Opt-In Email

• “Are you still there?”

The Solution:Scott's E-Mail

• Simplified stationery

• Sender and e-mail address is ‘Scott’

• Believable subject lines

• Authentic tone

• Sent when it feels right

The Results:Scott's E-Mail

• Average Recipients: 8,176 (-42%)

• Average Open Rate: 52.3% (+33.5%)

• Average Open Count: 4,022 (+51%)

• BONUS - Replies!

The Problem:Our Campaigns Were Not Performing

Silos

Single channel

Where's the emotion?

The Solution:2018 Holiday Appeal

• Direct mail

• Email

• Social media

• Website

Direct MailTell a Story

• Outer envelope entices recipient

• Four-page letter

• One ask on reply coupon

• Postcard to send back to hospital

• Photo for high value donors

Email:Call to Action

• Direct Mail Recipients –Postcard

• Everyone Else –Online

• Follow up reminders

Social Media:Give Your Network Something To Do!

• Same design as physical postcard

• Easy ask, easy to share

• Acquire new constituents

Luminate PageBuilder + Survey

Then…Halle's Story Triggers Emotion

• Banner + story on website

• Follow up email from Scott

• Branded emails from CHF

• Targeted video ads on Facebook

Behind The Scenes:Where the magic happens...

• ‘Thank You’ phone call to those who submitted a message with a promise to follow up

• Volunteers wrote out postcards

• Delivered postcards to families on the inpatient floor with mascot, Dr. BearyGoode

Show Proof:Report Back

• Scott’s update

• Video proof

• Social Post

The Results: Big Hugs, Big Changes!

• Letters Sent - -53%

• Average Gift - 85%

• Total Raised Over Previous Year - 96%

Free and Affordable Resources• Your community

• Canva for design

• PowerPoint and Photoshop for video

• Blackbaud Knowledgebase

• Blackbaud Community

• Google For tech support

• Right Click and Inspect

• Just Google It!

A Successful Campaign Needs:

• Exclusive value proposition

• Call to action

• Multiple channels

• Targeting and personalization

• EMOTION and DONOR LOVE

@megvdk

@megvdk

facebook.com/meganvandee

linkedin.com/in/megvdk/

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