The campaign added 17,000 new names to the file without any paid marketing; raised $34,000 directly attributed to e-mail, with $108,000 total online giving in June and significant spikes on days when Air Torture appeals were sent; and generated five top blog mentions and some 30 personal blog posts. According to McKee, the list growth from this campaign was astonishing, especially without any marketing.
Care.org
CARE very effectively has used the Web for a set of beautiful, multichannel campaigns. The organization spent some money and created video, flash animation and some wonderful stills. The “I am Powerful” campaign — and the Care Power Circle — have been particularly effective, exceeding donation projections significantly. The “I am Powerful” video was one of the most forwarded pieces of its site; it’s very effective, providing an emotional appeal and targeting women in a compelling way — and women constitute a core (and increasingly affluent) slice of the online-giving space. The visuals are beautifully rendered, and all online materials — video, virtual field trips, photo galleries and e-cards — are designed with print media in mind as well, making for a consistent look and feel.
DonorsChoose.org
The innovative nonprofit known as “the eBay of Philanthropy” wanted to launch a national online marketing campaign around back-to-school fundraising. It devised a model of 10 individual campaigns with customized messaging streams in the 10 states and cities where DonorsChoose has active programs. With its consulting firm, M&R Strategies, DonorsChoose developed a coordinated messaging stream and outreach materials, including pages of downloadable banners and icons, and reached out to hundreds of Web sites. Banners were posted widely, from local civic sites, “mommy blogs” and news stations, to national online advertising networks and media sites such as The Atlantic Monthly and National Geographic.
Multichannel Stars
The campaign added 17,000 new names to the file without any paid marketing; raised $34,000 directly attributed to e-mail, with $108,000 total online giving in June and significant spikes on days when Air Torture appeals were sent; and generated five top blog mentions and some 30 personal blog posts. According to McKee, the list growth from this campaign was astonishing, especially without any marketing.
Care.org
CARE very effectively has used the Web for a set of beautiful, multichannel campaigns. The organization spent some money and created video, flash animation and some wonderful stills. The “I am Powerful” campaign — and the Care Power Circle — have been particularly effective, exceeding donation projections significantly. The “I am Powerful” video was one of the most forwarded pieces of its site; it’s very effective, providing an emotional appeal and targeting women in a compelling way — and women constitute a core (and increasingly affluent) slice of the online-giving space. The visuals are beautifully rendered, and all online materials — video, virtual field trips, photo galleries and e-cards — are designed with print media in mind as well, making for a consistent look and feel.
DonorsChoose.org
The innovative nonprofit known as “the eBay of Philanthropy” wanted to launch a national online marketing campaign around back-to-school fundraising. It devised a model of 10 individual campaigns with customized messaging streams in the 10 states and cities where DonorsChoose has active programs. With its consulting firm, M&R Strategies, DonorsChoose developed a coordinated messaging stream and outreach materials, including pages of downloadable banners and icons, and reached out to hundreds of Web sites. Banners were posted widely, from local civic sites, “mommy blogs” and news stations, to national online advertising networks and media sites such as The Atlantic Monthly and National Geographic.