1. Fundraising and Marketing
Malcolm Murray
Director of Marketing & Communications
Citymeals-on-Wheels

2. 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

3. “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.

4. “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.

5. Finally a Picture!

6. 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

7. 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

8. 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

9. Website and Online Fundraising
Campaigns and Single Blasts
Cultivation
Special Delivery Newsletter
Recipe of the Month
Write a Note
Special Events
80 separate s created
2.3 million s sent

10. Press, Social Media, Advertising and More
TV, Radio, Print & Online Coverage
Social Media
Facebook
Twitter
Instagram
Google+
Advertising
Display Ads in New York Times

11. Multichannel… Let’s Meet Perla

12. Perla #1 Direct Mail – October 2014

13. Perla #2 Email Campaign – December 2014

14. Perla #3 Holiday Modal – December 2014

15. Perla #4 Holiday Slider – December 2014

16. Perla #5 NY Times Ad – December 2014

17. Perla #6 Website – January 2015

18. Perla #7 Facebook – January 2015

19. Perla #8 Annual Report – January 2015

20. Perla #9 NY Times Ad – April 2015

21. Perla #10 Instagram – September 2015

22. 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

23. 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.

24. 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?

25. 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?

26. 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?

27. Online Fundraising – Key Questions
What is your goal?
Are your s responsive?
Who are you ing?
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?

28. 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?

29. I Miss You Already. Please Don’t Leave Me.
Malcolm Murray