Integrated Communications: Inspiring Donors in the Age of Digital Fundraising

Direct Response lives at the intersection of marketing and philanthropy. It is both an art and a science. It is understanding the creative side and the data analytics side of mass market fundraising.

Marketing is about creating awareness and inspiration through targeted impressions. Philanthropy is about building trust and relationships with donors. Direct Response is about doing both and triggering an immediate action in seconds!

The key to success is getting the right message, to the right person, through the right channel, at the right time. It must be trackable, measurable, targeted, and personalized.

How do you integrate your messages cohesively across all channels, especially digital, to maximize the performance of fundraising campaigns?

How do you balance your online solicitations with stewardship? How are you conveying the impact of a donation?

To solve these mysteries of direct response we will explore the 5 W’s:

Who? —the audience.  

What? —message development

When? —campaign integration

Where? —channel optimization

Why? —donor inspiration

You’ll want to be here in the ICG Seminar in Costa Mesa for Jeff Spitko’s entire session. You’ll learn how to leverage data, comprehensive testing, and creative content to convert prospects to donors, retain them, and grow their loyalty to your organization.