Goal

The ongoing goal of many non-profit is to provide education awareness on their area of focus and provide a reason to donate to support the research initiatives. When tasked with the responsibility of developing a digital marketing campaign most non profits want awareness and donation growth with existing and new donor registrations. Omni-marketing channels including direct mail and other media placements, typically leverage true stories of care givers and patients and their desire to overcome an illness. Focussing on the human face on the cause, and demonstrate the real impact of how Canadians are giving to support the finding of a cure.

Strategy

By using digital marketing together with print and direct mail and creating an omni-channel initiative would further the goal of the organization. Driving online engagement from all channels in order to increase the number of overall donors. A plan to tap into audience members throughout various stages of “awareness” of the cause, and create an omni-channel campaign that would cater to each of them and permit them to donate from any platform. Channels would be used to target different segments of the Canadian donor base to support giving. Campaigns can target individuals who were only slightly familiar with cause but not engaged with it, to advocates who regularly participate within the organization. Creating a sharing contest for engagement with a prize to meet a researcher can  increase donations by 10% or more over a the 6-12 month campaign period. The AIIM Social campaign platform can used to measure the results from impressions through to donations. Some tools will help determine the impact of influencers who shared on social media to organically amplify results. Creative omni channel campaigns using tagging and our proprietary software can transform and take the pain out of analytics.

Results

Mario Giorgio, CEO of AIIM and Tim Mischuk head of AIIM Digital Services shared their insight on a non profit project stating, “The launch of the donation site, direct mail, video and email featured a fully mobile design and a sharing link to popular social media platforms, to engage potential donors with the cause. With such a strong omni-channel marketing strategy supporting the campaign, we saw giving increase .” Through the use of a creative design and marketing strategy, combined with a collaborative client experience, AIIM and its non-profit client saw great success from the campaign itself, and sustained growth for the organization and their efforts.