Some recommendations for best “workshop” results:

1. Seek internal agreement [that] donor behavior has evolved; healthcare foundations should be updating their communications plans, but you’ll probably need internal champions to grow faster

For internal use only

Some recommendations for best “workshop” results: (continued)

2. New possibilities - “interactive communications” means that you should be using digital media to increase conversations and build relationships, whether you get the donation or not

Some recommendations for best “workshop” results: (continued)

3. New approach tactics can be tested and measured

4. Traditional media (such as direct mail) and digital media (such as “e” or mobile) can and should be strategically integrated

There are six primary buckets that should go into the mix of an updated healthcare foundation fundraising plan - these should help you and your team get into “workshop mode”.

Use whiteboards, they’ll help get ideas flowing.

Objectives:

1

Targets & Value Propositions:

2

Media Types, Including Cross Media “Integration”:

3

Call-to-Actions & Other Message Adaptations:

4

Landing Page Interactions:

5

Calendar/Campaigns/Events:

6

Call us: In 5 minutes we can explain what you will do differently with this chart vs. what you might have done with it in the past

Don’t have the time to call us?

The next page might help start the process of asking some new questions in your strategy workshop.

(Remember, while donations are great, two-way communications will also help you grow your foundation returns over time.)

Objectives:

Besides fundraising, what are some of your other goals and wish list items?

Targets & Value Propositions:

How do you define variations in your target segments?

Do you segment your messaging?

Is your messaging compelling enough to stimulate reactions (donations and interactions)?

Media Types, Cross Media “Integration”:

Is your direct mail synchronized with mission specific digital landing pages?

Is digital media producing tangible results?

Have you established a cross media integration plan?

How would you rate your mobile acquisition strategy?

Call-to-Actions & Message Adaptations:

Do you use “call to actions” and do they give your potential donors other options besides “donate now”?

Landing Page Interactions:

Do you deploy mission specific landing pages?

How functional are your landing pages?

Calendar/Campaigns/Events:

When looking to deploy new approach tactics -

1. What does the calendar indicate?

2. How would you factor for events?

3. Have you established digital advocacy program yet?

4. Is the board susceptible to rejuvenation?

An example of cross media two-way communication could look like this

Next Page

NEPS can help

1. Having a moderator can assist in your brainstorming activities

2. Knowing what new questions to ask is essential

3. We have “digital natives” on staff, they’re really cool and they can help you

4. They can also show you best practices from other foundations

Bill Miller Peter Winters Craig CarewDigital Immigrant Digital Wannabe Digital Native

bmiller@nepsmail.com pwinters@nepsmail.com ccarew@nepsmail.com

For internal use only

(508) 429-6002