Fundraising and Marketing Malcolm Murray Director of Marketing & Communications Citymeals-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 2 Acquisition 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 #1 Direct Mail – October 2014

Perla #2 Email Campaign – December 2014

Perla #3 Holiday Modal – December 2014

Perla #4 Holiday Slider – December 2014

Perla #5 NY Times Ad – December 2014

Perla #6 Website – January 2015

Perla #7 Facebook – January 2015

Perla #8 Annual Report – January 2015

Perla #9 NY Times Ad – April 2015

Perla #10 Instagram – 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?

I Miss You Already. Please Don’t Leave Me. Malcolm Murray malcolm@citymeals.org www.citymeals.org