Non Profit Omni Channel Campaigns

Donation Solutions for Non Profits

Non Profit Omni Channel Campaigns

Marketing campaigns have changed dramatically over the last few years. Social Media, ad retargeting, Video, Search Ads, Influencer Marketing, Analytics and Data are all in play. Increased regulations around privacy and elimination of cookies for tracking has impacted campaign tracking. The Covid-19 Pandemic since March of 2020 has resulted in giving disruptions. Many non-profits rely heavily on just Direct Mail as a key source of income are struggling to attract new donors in an unstable economic climate. Maintaining repeat donors and capturing donations from the growing millennial market becomes increasingly important.

Omnichannel marketing focuses on delivering a consistent, personalized experience for shoppers across all channels and devices. Multichannel marketing spans several different channels, like social, mobile, direct mail, and a physical location. It can help cut though the the mess and build brand and messaging across all channels consistently creating a central theme to the campaign effort.

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Non Profit Campaign Solutions

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.

Challenge

Non profits deal with sensitive topics and require awareness to grow the educational perspective of their cause. From personal beliefs, to just a simple lack of knowledge on the subject matter, these challenges have led to static giving to a cause. Non profits hope to address these issues, and break down the stigma surrounding a disease through storytelling. Real patient stories create an emotional reaction and support from donors. The marketing initiative can give donors a chance to win a dinner for two, flights and hotel room for two nights to meet a top researcher.

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.

AIIM Social Omni Channel Dashboard

Influencer Analytics

AIIM Social will enhance your brand’s social database by actioning Paid and Owned Media, and identifying influencers/bloggers who generate the most reach and ROI. Begin a powerful influencer marketing program with mavens who are powering the most of your brand today.

Paid, Owned and Earned Media

Leverage Owned Assets (eMail, Website, Twitter and Facebook,) and Paid Media (Google Ads, TV, Facebook Ads & Direct Mail) and generate Earned Media (sharing, referrals, social organic) to reduce marketing costs and expand.

Social Media ROI

Many of today’s social platforms measure sentiment or buzz as engagement. AIIM Social measures influencer engagement, visits, sharing, sales and ROI.

Social CRM

The AIIM Social CRM collects all data captured and provides a social context from Facebook/Twitter/LinkedIn Authorizations along with demographic and influencer audience data. Data can be exported to excel for further processing or delivered via API to your favourite CRM.

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Case Study

For example, the Legion will piloted an electronic “Pay Tribute” box that will allow people to donate and receive a poppy with tap and pay technology. The boxes were located in 250 select locations across the country. People can also choose to donate through the Legion’s website. Close to 20 million dollars is donated during the National Poppy Campaign each year and Omnichannel reach and payments has worked effectively adapting to the new norms.

Marketing Automation

Omni-channel fundraising should be part of a nonprofit’s strategy. Non Profit marketing automation tools like AIIM Social allows nonprofits to reach donors both online and offline easily. When the strategy is implemented correctly, omni-channel fundraising drives up retention rates and increases the long-term value of donors.

The Perfect Story

The online world is full of potential donors, just looking for the perfect story or content that hits home. These donors have add cumulative value to existing mail-acquired donors do, so you want to reach this market in any way possible.

Personalized Marketing

Having so much competition means you need to figure out efficient and effective ways to stand out and really connect with your donors. Omnichannel marketing allows you to connect with your donors through a personalized experience that can turn them into lifelong donors, providing the giver with an integrated giving experience.

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Non Profit Omni Channel Campaigns