Turning Fundraising on Its Head
The Hope Institute for Children and Families and the Be the Match Foundation fine-tune their e-philanthropy efforts to nurture donor engagement.
It also needed to get its e-mail marketing efforts off the ground to increase both its e-mail database and its monthly e-newsletters subscribers. To coincide with that, Hope began focusing on social media as well — particularly Facebook, Twitter and YouTube — to gain a larger following online.
At the same time, Brown sat down with Direct-Response Director Lynn Storey to work on an integrated strategy. They wanted to ensure that Hope had the same messaging and branding online as it did in the mail in order to keep things consistent. That way, no matter how someone came in contact with the Hope Institute, he or she would get the same message.
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