You know that the donate button isn’t a silver bullet.  And you know that you have to figure out what’s happening when your direct mail donors venture online.  In this session, we’ll answer your burning digital and multi-channel questions like:

1) How do I track multi-channel behavior?
2) How do I balance solicitation and stewardship between channels?
3) What are the best ways to build my email housefile?
4) How do I get my online audience to donate? Should I care if my offline donors go online?
5) And of course, what does social networking have to do with it all?

Multi-channel integrated marketing for nonprofits and what it means to be successful...

This session is for those who are already on the journey or about to embark on implementing these strategies and tactics in order to engage constituents and reach them where they are now and into the future.

Intended Audience: Those who want help getting started or want to check their assumptions on an existing integrated multi-channel strategy. 

Learning Outcomes — At the conclusion of this session, participants will:
1) Have a clear definition of multi-channel integrated marketing
2) Understand key research findings and key components
3) Have ‘best practices’ to take away and incorporate into their strategies

Has your organization tested DRTV? Do you have a full-time social media staff person — or a paid team of street canvassers?

If you answered “No”, this session is for you.

Many nonprofits don’t have the budget, the staff, or even the number of donors needed to effectively employ some of the fundraising techniques used by large organizations.

That’s why this session focuses on direct response fundraising strategies tailored to smaller organizations.

You’ll learn strategies proven to work for small nonprofits, and tactics that you can begin implementing today.

Featuring expert fundraisers, this session will include twenty ideas for making the most of donor files under 10,000 records.

We will discuss how to:

• Overcome the challenges of lower fundraising volumes, in the mail, email and online
• Take advantage of the opportunities that come with fundraising to smaller files
• Use limited resources to get the largest impact
• Apply the lessons and techniques of large fundraisers to your file

Best of all, you will leave with actionable, effective direct response strategies you can implement immediately.

Intended Audience: Membership / individual giving managers and other direct response fundraisers working with smaller nonprofit organizations (mail files smaller than 10,000 individuals)

Learning Outcomes — At the conclusion of this session, participants will:
1) Learn how to overcome the challenges of lower fundraising volumes, in the mail, email and online
2) Identify ways to take advantage of the opportunities that come with fundraising to smaller files
3) Learn actionable direct response fundraising strategies proven to be effective for smaller organizations

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If you are struggling with acquiring new donors, members or supporters — and who isn’t? — find out about the new techniques that can raise response, raise the initial gift amount, and/or improve the long-term value of new supporters to your organization.

More than just a run-through of various mailing package approaches, this session will present options for list rentals and exchanges that can maximize usage and minimize your costs... Databases of potentials supporters either from other nonprofits, commercial mailers, or demographic sources that can increase your mailing universe... Substitution of lapsed recapture for new donor acquisition... Purchasing opportunities to lower costs... Acquisition optimization modeling... Enhanced mailing package techniques. Each item can be taken home and implemented in your next campaign — don’t miss it!

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Find out how to grow and maintain meaningful relationships with donors and constituents through social media.

Intended Audience: Community managers, marketers, communications strategists, decision-makers, and interested people who want to learn more.

Learning Outcomes — At the conclusion of this session, participants will:
1) Learn proven strategies for building and monitoring conversations and engaging with your audience on an ongoing basis.
2) Understand how to define social media goals and use analytics tools to measure your success.

Did you ever wonder what smaller nonprofits are doing to stay competitive in this challenging economic environment? Are you looking for just one or two big ideas to walk away with to help grow your grassroots donor base?  Well, this session is for you!  Join us as we share 8 proven, but not-so-obvious strategies that smaller nonprofits are rolling out, which larger nonprofits often overlook — from managing online silos, to improving onsite conversion rate with simple engagement tactics, to multi-channel integration that improves the bottom line.  So, whether you are a small or large organization, you will not want to miss this session!

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Social Media and Balancing Resources

We get our money from direct mail, but we still need to pay attention to new channels and technologies.  How do we allocate the proper time, energy and money to new and established fundraising media?

Intended Audience: Intermediate and Advanced, i.e. those charged with new initiatives and allocation of resources.

Learning Outcomes — At the conclusion of this session, participants will:
1) Have begun to develop principles to utilize in allocating their budget to social media and the rest of DM.
2) Been energized by case studies of successes.
3) Learned key metrics for evaluation of social media.

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Physics can be defined as the general analysis of nature.  It helps explain how the universe behaves. Included in that universe are people and those people are our donors and potential donors. Learn how basic principles of physics such as Newton’s First Law of Motion and the Path of Least Action can help improve your direct marketing efforts.

This session will present a simple explanation of each principle followed by a nonprofit case study. No prior knowledge of physics required. While she loves science, the session moderator is not a physicist and apologizes in advance to physicists, including her father, who may be offended by her oversimplification of these incredibly important ideas.

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This session will be a knock-down, toe-to-toe discussion on the biggest question out there — “premium vs. non-premium.”

Intended Audience: Direct marketing agencies / consultants and mid-level development staff currently mailing or considering mailing premiums.

Learning Outcomes — How to leverage short-term and long-term goals; understanding the impact on your donorbase; how to target the right premium to the right donor/prospect; mission based premiums vs. freemiums; how to effectively convert premium-acquired donors; and evaluating your ROI.   

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Join some of our industry’s top creative minds as they dissect and analyze today’s best creative fundraising ideas.  And here’s the catch: they cannot talk about their own work!  They will identify, present and discuss fundraising campaigns, packages and e-appeals that they did NOT create.

Have you ever opened your mailbox and found an appeal from another fundraiser that really caught your eye?  Then you open it, admire the approach and say to yourself, “I wish I’d thought of that!”   Well here’s your chance to explore some of the best work of our time as Chief Creative Officers Steve Maggio of DaVinci Direct, Douglas Broward of Grizzard Communications, John Thompson of Barton Cotton and Joanne (DelGiorno) Bowers, Associate Vice President, Resource Development Services at CARE share the fundraising ideas they admire the most, but didn’t think of themselves.  They’ll examine a wide variety of offers, formats and creative approaches and explain why each execution is compelling and how it got their attention. 

Together with you, the audience, the panel will ponder the creative strategies behind the concepts, and best of all, inspire you to come up with some breakthrough ideas of your own for 2012! 

Intended Audience: Fundraisers at all levels — either on the client side or agency side.

Learning Outcomes — At the conclusion of this session, participants will learn:
1) What are some of the most innovative charities doing today?
2) What is the primary offer or “hook” that draws the reader in?
3) How strong creative can make an offer more compelling.

Group Presentation

James Read's Presentation

John Thompson's Presentation

Mobile comprises channels such as SMS, MMS, Web, applications, bar codes and mobile commerce. To successfully incorporate mobile into multichannel nonprofit fundraising and marketing efforts, it is key to understand the ins and outs of each channel, since a 360-degree mobile marketing strategy means better results. 

Intended Audience: Nonprofit Organizations

Learning Outcomes — At the conclusion of this session, participants will learn:
1) The ins and outs of SMS and MMS and how to incorporate the channel into marketing and fundraising efforts.
2) Bar codes and the way in which they can be integrated into more traditional channels such as direct mail, Web and outdoor media
3) Creating a mobile-friendly Web site and design tips to keep visitors returning, interacting and donating
4) Why applications make sense for nonprofits
5) How to create a multichannel mobile marketing and fundraising strategy

Many organizations fear the aging of their donor file ... but they shouldn't. As older donors cut back on their annual giving, many charities stop giving them attention, and focus instead on new younger donors to replace them. But, to ignore the older donors could be a very costly mistake. The average value of a bequest is about $50,000, and now is the time your donors are deciding who will get it. Matt Panos and Rich Fox will show you not only how to be the one named in the Will, but also how to maximize their current giving at the same time.

Learning Outcomes — At the conclusion of this session, participants will know how to:
1) Effectively target donors who are most likely to consider making a bequest to your organization.
2) Develop and implement all of the key elements needed to move many of these donors to include you in their will, and to inform you of their bequest intentions.             
3) Greatly increase the current giving of these donors.

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Rich Fox Article -- January 2012 Journal of the DMA Nonprofit Federation

The Thanksgiving through Christmas timeframe is a critical fundraising season for the Salvation Army and their Share the Light campaign was well under way when the Sierra del Mar division made the strategic decision to complement that work with a targeted and coordinated digital campaign locally.  In a very short period of time, an email, web and social media strategy was developed and ready to deploy during this critical timeframe.  Come learn how tough decisions were made to leave some strategies behind and roll out other ones for maximum effect during the 2011 holiday season.  Also, learn how critical it is to ensure both local and nationwide campaigns are integrated and providing a coordinated brand experience.

Intended Audience:
• Direct mail program leaders and managers
• Digital program leaders and managers
• CRM leaders

Learning Outcomes — At the conclusion of this session, participants will know how to:
• Learn how to right size your ideas for rapid deployment
• Learn how to integrate a national campaign into a more regionally focused campaign for success in both areas
• Learn how to set expectations for a multi-media/multi-channel program

For more than a decade, United Way has been specifically cultivating women as donors. As United Way’s most successful affinity group, United Way Women’s Leadership Councils mobilize the power of 50,000 women in more than 130 communities, focusing on the critical issues of education, income and health. Success can be seen in the numbers, raising more than $132M annually.  Even more important, despite the economic turmoil of the past three years this segment continues to be an engine of growth for United Way’s mission. Learn key strategies for building your women’s philanthropy program from key staff and the volunteers who have built this movement.

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Are you wasting money indiscriminately sending direct mail packages to large portions of your donor file without truly understanding what drives different groups of donors to give?  Do you currently employ a segmentation strategy that is not yielding profitable results?  Are you afraid that employing segmentation will be too costly or overwhelming?

Segmentation allows you to separate your large donor file into groups of individuals who share common characteristics, allowing you to more effectively target specific groups of donors.  St. Jude Children’s Research Hospital and many other organizations have found that segmenting donors into groups saves costs and improves returns.  In fact, using effective segmentation strategies to understand your donors and their decisions is key to growing and retaining your donor base without breaking the bank. 

However, there are many ways to segment donors — geography, behavior, attitudes, giving history, DM package preferences, etc.   How do you know which is right for you and your donors?  It’s important to customize a segmentation strategy to your organization’s goals, capabilities, and core beliefs.  This session will outline several strategies that can help your donor targeting. 

In addition, you will hear how St. Jude Children’s Research Hospital has implemented segmentation strategies to improve their renewal and sustainer programs. 

Learning Outcomes:
• Benefits to segmentation
• Segmentation strategies to address specific organizational needs
      o Addressing high end DM donors through attitudinal and preference segmentation
      o Building a wide renewal base through behavioral segmentation
      o Motivating online givers through self segmentation
• Learn about segmentation success at St. Jude Children’s Research Hospital

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The National Law Enforcement Officers Memorial Fund and the United States Holocaust Memorial Museum teams lead this informative session chock-full of multichannel success stories and lessons-learned, including direct mail, online/social media, e-commerce and live events. Get an inside look at the strategy, creative, timing, integration, and results of several campaigns including the Memorial Fund’s “Will Always Remember” photo tribute campaign and Ride & Run to Remember event.  The USHMM will present a case study of its Year End Campaign. Analytics experts Integral will also share findings from their Communications Analytics study regarding giving patterns of web-sourced and direct mail sourced donations.

Intended Audience: All levels

Learning Outcomes — At the conclusion of this session, participants will:
1) Understand how to plan and execute effective multichannel campaigns
2) Learn how to find your special “niche,” such as special themes, events, anniversaries or milestones and develop the messages that work within that niche
3) Find out what worked and what didn’t for the Memorial Fund and the USHMM, and how to set expectations to define and measure your own multichannel program success

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Please join us for the gala awards lunch to toast the 2012 recipient of the Max Hart Nonprofit Achievement Award — Charles L. "Chuck" Longfield of Blackbaud. 

You may view the complete list of past recipients here.   

In 1906 Vilfredo Pareto determined 80 percent of his peas were being generated from only 20 percent of his crop, and, from that came the Pareto Principle, or more commonly known today as the “80/20 rule”.  There are many applications of the 80/20 rule prevalent throughout our society today.  During this session we will talk about ways in which you can leverage this simple rule to improve the way we identify our “mid-level” donors, how to use this principle to inform better creative planning, list targeting.

When you leave we hope you will have a new perspective on how to identify and focus on the smaller minority which drives the great majority of your programs results!

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Don't miss the final word and conference wrap up, you can only attend one session at a time, so come and hear the big ideas you missed from a panel of fundraising experts.  Go back to work on Monday armed with ALL the big ideas from the conference!