Sanky Blog

KaBOOM! – an organization whose mission is to save play for America’s children – recently presented SankyNet and SankyDirect with an exciting challenge: develop a fully integrated grassroots individual giving program to help augment their already robust corporate partnership program.

Together, SankyNet and SankyDirect will integrate online, email, direct mail, and social networking components to fully engage KaBOOM!’s donors and supporters.

SankyNet will start this process by developing an inaugural online fundraising and communications program for KaBOOM!. This program includes both a monthly e-newsletter and a series of fundraising email appeals. To make sure these online tools are used most effectively, SankyNet will use a twofold strategy. We will both append email addresses from the KaBOOM! offline database, and also acquire additional email addresses through various marketing and social networking campaigns.

SankyNet wants for KaBOOM! to make the greatest possible impact on potential donors, so we will also revise both the homepage and donation pages of their website. Through reorganizing, redesigning, and expanding these elements, SankyNet will use its online expertise to fully optimize the KaBOOM! website into a powerful fundraising tool.

SankyDirect also has exciting plans to enhance KaBOOM!’s messaging. In the coming year, SankyDirect will design a new direct mail renewal program to help KaBOOM! improve their communication with current and past donors.

While developing these exciting new programs, SankyDirect will work with SankyNet to perform extensive message testing on all online and offline communications. Through testing what message yields the best response, our goal is to help KaBOOM! find the optimum voice to communicate with their donors volunteers, and sponsors.

SankyNet and SankyDirect are proud to embark on this joint venture with KaBOOM!. KaBOOM! works across the country with the mission of providing a great place to play within walking distance of every child in America. We are excited to help KaBOOM! make America a safer place to play!

Learn more about KaBOOM! at www.kaboom.org.

With the potential to reach a wide audience rapidly and cost-effectively, more and more nonprofit organizations are using online communications tools to connect with donors, members, volunteers and supporters.

At the Center for Nonprofit Success’ New York Fundraising Summit earlier this month, I discussed the topic of online fundraising, and how to harness technology to build and maintain productive donor relationships.

An online fundraising program consists of much more than a “Donate Now” button on your Web site. An organization needs to be proactive in communications with donors and potential donors both online and offline. The most successful nonprofits maintain an integrated approach for fundraising. But with so many channels, trying to find the right balance is difficult.

Before an organization jumps on any new media bandwagon, it needs to focus first on some tried-and-true fundamentals — making sure it has a solid Web site and compelling e-mail program, and cultivating a strategy for acquiring new donors. After all those ducks are in a row, then it can begin to think about integrating with social media.

Here are key components to an effective integrated online fundraising strategy:

1. Online fundraising fundamentals

With the advent of Facebook and Twitter, and other channels emerging all the time, integration can be a daunting task for many nonprofit organizations that are already understaffed.

Yet nonprofit organizations need to stop, take a breath and look at the fundamentals. Before you start moving donors between channels, you need to test your Web site for usability. It is so important to have intuitive Web site navigation architecture. People online have very little patience and will quickly click the “back” button if they can’t find what they want. You have seconds to engage visitors before you lose them.

Make sure your donation forms are always one click away, and always reassure donors about the security of the form. Donors are getting savvier about security settings on donation pages. They look for security certificates (e.g., VeriSign), https vs. http and the lock icon. Some of those offline donors are still not comfortable donating online, so providing the option of a printable giving form alleviates those concerns. And don’t forget to include a source code on the form for your data entry team.

A key difference between online and offline channels is the approach to fundraising vs. cultivation. Many organizations send out eight to 12 offline donor appeals a year. Online, you need to make sure you balance your e-mail communications with donors. Everything does not and should not have an ask. Online communication allows organizations to create stewardship pieces, updating donors on how their gifts are making a difference. Don’t forget that in e-mail fundraising, “opt-outs” are forever!

2. Renewing your donors

It is important to remember there are key differences between donors who give through different channels. Online fundraising cannot live in a box by itself; organizations need to synchronize media, coordinate consistent messaging and tailor content to each appropriate medium. Recent studies show that if you have an e-mail address on file for a donor, it makes a positive difference in his or her giving.

Online giving is certainly tilted toward year-end giving with two-thirds of income raised in the final months and days of the year. The ability to create a sense of urgency lends itself to the immediacy of the online environment. Many organizations have found great success with online “matching gift” campaigns, which allow an organization to create an artificial deadline. The best results come when you synchronize your campaign with offline fundraising efforts (e.g., direct mail, telemarketing).

The ability to be nimble is a key component of an effective integrated strategy. Timing is everything when it comes to integrated fundraising. You can start a campaign on your Web site, send an e-mail about an urgent news item (e.g., natural disaster, food shortage) and follow up the campaign with a direct-mail piece. You can test messaging online with immediate results, and then roll out the winning results through other channels. Don’t forget about your homepage when you launch a new campaign. Many studies show offline donors check out your Web site before making a gift.

3. E-mail acquisition: Science and art

Now that we all know having an e-mail address for a donor makes a positive impact on his or her giving, how do we acquire more e-mail addresses? Every organization needs to start with its Web site. Make sure you have a prominent, eye-catching “callout” on every page. If you have the ability to segment based on interest or frequency, this will increase your conversion rate. Make sure you keep and send what you promised at the collection point.

A quick way to jump-start an e-mail program is doing an e-mail append. An append uses a third-party commercial vendor to find an e-mail address from a donor’s “land” address. Be aware that these donors aren’t as responsive as other online donors, but the cost is minimal — fast-tracking your integration goals.

There still is the slow and steady way of collecting e-mail addresses using offline methods (e.g., direct mail, telemarketing). The good news here is when a donor gives you his or her e-mail address, it’s usually for the primary account.

Finally, think about using search engine marketing to invite people to join your e-mail program or become donors. These are the pay-per-click text ads running on Google and Yahoo. Many organizations have found that these ads perform similarly to a direct-mail acquisition. There is an up-front investment, but the long-term value of the donor is looking very optimistic.

4. What about social networks and microblogging?

After you put together a cohesive integrated strategy and master fundraising schedule — and if you still have time and resources left over — find ways to push your message and brand out to these channels. Coordinate your campaigns and find appropriate times to engage these new and old constituents. If you haven’t already, create a Facebook page, and maybe have a volunteer help manage it. See if you can find a program staff person to post on Twitter (tweet) from the front lines. But at the end of the day, don’t forget who’s writing the checks and donating online. Social media is just the icing on the cake.

Paul Habig is Executive Vice President of SankyNet, an integrated fundraising and communications firm.

This article was originally published in FundRaising Success Magazine.

Each June, members of the Direct Marketing Fundraising Association (DMFA) present their best direct mail and email fundraising campaigns for a chance to win the Package of the Year Award. This year, SankyNet submitted an emergency relief e-appeal on behalf of PetSmart Charities®.

We are pleased to announce that SankyNet’s appeal for PetSmart Charities® won first place! The winning campaign helped raise money for a massive rescue of pets displaced by the historic 2007 Midwest flooding.

A key factor in the success of this campaign was the timeliness of the distribution. SankyNet’s team was able to write copy, design and code a custom HTML template, and distribute the email within 24 hours of the story breaking in the news. Even as emergency relief was still arriving in the affected areas, supporters were responding to the call for help.

In addition to winning first place, SankyNet’s campaign for Covenant House’s Bed and Blanket Matching Gift campaign took the “runner-up” position. This campaign also used careful timing and highly compelling creative to increase response rates.

The campaign usually “drops” in early November and reminds donors of how dangerous winter can be for homeless children. This year, however, much of the country experienced unusually warm temperatures in late fall. SankyNet recommended postponing the distribution until the temperatures dropped. Then on the day most of the East Coast and Midwest woke up to its first frost, Covenant House donors found an urgent appeal about the dangers of freezing children in their inbox.

We are truly grateful to work with dedicated organizations such as PetSmart Charities® and Covenant House, and to help them achieve their online fundraising goals. These awards and honors are a testament to their inspirational and life-saving missions.

View all the DMFA awards from Package of the Year.

It’s with great pleasure that SankyNet welcomes UCLA to our list of clients. In the coming months, our creative team will work with this world-renowned university to develop an online planned giving campaign.

We are proud to be lending our many years of online fundraising expertise to one of the country’s leading public research universities whose mission is the creation, dissemination, preservation, and application of knowledge for the betterment of our global society. And through our partnership, we hope to help UCLA create a legacy for generations to come.

In recent years, SankyNet has helped many clients realize the potential of using the Internet to educate donors on the benefits of planned giving. And now more than ever, with increasing market volatility, it is important to let donors know that investing in the future of a non-profit organization is indeed a wise investment.

Please contact us for more information on how we can help you develop an online planned giving cultivation campaign for your organization.

It is both interesting and counter-intuitive, but many donors give through the direct mail fundraising because they are attracted by the anonymity it promises. So when those originally-direct mail donors up their giving level and move into mid-range or bridge donor status, you may try to call or visit them. But you should not be surprised when they are not receptive. They may very well be reluctant to give up their arm’s length relationship with your organization.

So what do you do? You mail them special packages: personalized “invitation” appeals; “proposal” mailings; handwritten notes or cards; you try to establish an email relationship or move them online, preferably to a designated area just for them.

Of course you won’t forget to thank them lavishly and send stewardship pieces to keep them informed about what their gifts are accomplishing.

SCI has found that such direct mail fundraising techniques can upgrade the giving of these donors without challenging their anonymity.

Barack Obama’s Chief Technology Strategist, Thomas Gensemer, dropped a bomb on nonprofit marketers and fundraisers in February with this:

“Charity email newsletters are a waste of time”

This quote spread like wildfire on philanthropy-oriented online publications (AFP eWire, Third Sector Online) and led to perhaps unprecedented buzz among online communications specialists. So what are the facts? Is all of the research and data showing that email newsletters are successful cultivation vehicles for prospective and existing donors alike wrong? Are they indeed a “waste of time”?

Or was Gensemer overstepping his bounds with this blanket statement about the usefulness of email newsletters? After all, he’s the mastermind who led Obama’s online effort that raised more than $500 million online, breaking all previous online fundraising records from a political campaign. How can he be wrong about the intelligent use of email?

There are many takeaways from the Obama campaign, and there are many experts who have expanded on the lessons we can learn from their success. Donor and advocate engagement, how/why/when to use social media appropriately, effectively utilizing email marketing, and mobile marketing’s potential are just a few.

It’s clear, however, that the strategic team behind the Obama campaign didn’t invent anything new that led to their success; they simply used existing tools in new and novel ways to leverage each medium beyond what any organization has done in the past.

As marketers and fundraisers, there’s a lot to learn about the success that can come from having every marketing medium working together toward a common cause. But there are fundamental differences in donor and organization type that make direct comparisons between what worked for the Obama political campaign and what will work for most nonprofit organizations difficult. Gensemer may be right about the usefulness of email newsletters for political campaigns, but he may be a bit out of touch with the needs of most nonprofit organizations.

The differences boil down to demographics, cultivation, and sustainability.

Traditional nonprofit donors tend to skew older, even online, and are less likely to use new media in the same way, or to the extent that an Obama supporter would. The campaign’s success at energizing a younger demographic than most political campaigns and nonprofits is a clear differentiating factor.

A series of short, frequent emails might be very effective at converting donors in a political campaign, but constituents for most nonprofit organizations need to be reminded on a regular basis what donor support goes to fund before making a gift.

Abundant data supports the idea that email newsletters act as great cultivation tools to convert new and existing constituents into supporters. Email newsletters provide the perfect vehicle for accomplishing this: regular, targeted communications with compelling content and a soft donation ask. Prospects are cultivated to make a first-time gift and existing donors are reminded of what their past support has gone on to fund. For some clients, we’ve seen up to 20% of direct response email income originate from email newsletters.

We embrace some key facets of Gensemer’s argument: short e-mails are effective, short emails take much less time to produce than full-length newsletters, and constituent segmentation and engagement tools are critical to success. But while these guidelines can be used to great effect in overall email marketing, they don’t replace the need for an email newsletter in most cases.

The major issue that Gensemer’s declaration does not address is the question of sustainability. What can the typical organization expect to sustain based on their resources and available content? The Obama campaign didn’t send out any traditional email newsletters – they didn’t have to. With the 4-7 emails per week sent to constituents throughout the campaign, newsletters were simply not necessary and would have been redundant. But the volume of content generated by a political campaign cannot compare with what most nonprofits have at their disposal.

When you’re talking about the resources and content necessary to send 4-7 short emails a week, compared to what is needed to send a monthly, bi-monthly or quarterly newsletter, what is sustainable becomes crystal clear.

Most organizations — even large ones that have a variety of initiatives going on throughout the year — cannot sustain the type of frequency and relevant content that made the comprehensive email communication strategy for the Obama campaign work so effectively.

If every organization had unlimited resources, staff time, technology and the inherent public interest and momentum of an historic presidential campaign, then yes, email newsletters would indeed be a “waste of time.” But until then, its benefits as a cultivation tool for most nonprofit organizations are clear and should not be abandoned.

By: David Hughes, Account Director at SankyNet

Whether last year ended better than expected or as badly as you feared, the question in 2009 is – what next? What can your organization do to ride out the storm? How can you accomplish even more – most likely with fewer resources at your disposal?

Many nonprofits are focusing – more than ever – on leveraging value from their current constituents. Savvy fundraisers know that re-tooling their monthly giving programs is one way to keep costs low while achieving exponential upgrades.

While monthly sustainer programs have long been a part of our “fundraising toolkit” the expense of monthly reminder mailings, and the costly follow-up process required for success, has limited the value of monthly programs for many nonprofits – at least until recently. But the advent of automatic online transaction tools has dramatically changed the landscape.

These days, getting started is the easy part – deceptively so in fact. Most online donation processors now offer the capacity for recurring gifts. If you don’t already have the capability, it’s likely that you can easily add that component to your current online donation processing module. But having the basic functionality is a very different thing than building a program and promoting it – effectively – in multiple mediums.

The first step is to create a special “landing page” that explains, in simple language, how the program works and what the advantages are. Be sure to make it very clear how one can opt out at any time. (Very few of your donors will!) Then develop prominent – and enticing – links and pathways throughout your website to the monthly giving signup page. Frequently mention monthly-giving opportunities in your email appeals and e-newsletters. At least once a year, consider a special targeted email campaign that specifically promotes the program and invites your donors and prospects to join.

Everywhere and anywhere, point out the advantages of giving this way – how small gifts quickly add up …the ease and security of donating this way …and of course the benefits the regular income stream provide to your organization and its critical programs.

Monthly giving programs also are a vivid example of potential synchronicity between your online and offline marketing efforts. You can bolster your success online by promoting the program in your printed newsletters, developing inserts for your direct mail packages, and even testing targeted direct mail that sends offline donors online to sign up to be monthly sustainers. Last but not least, your acknowledgements and welcome packages – offline as well as online – will most likely prove to be a wonderful point of opportunity for promotion.

A handful of very large charities have proven that TV campaigns and large scale telemarketing efforts are highly effective ways to build monthly sustainer programs. But if you don’t have those resources, don’t worry. Even with a tight budget, you can find many other creative ways to promote your own sustainer program – from handing out flyers at your events … to having staff or volunteers call or email monthly donors and prospects when they are about to lapse.

The biggest mistake you can make? To get discouraged in the early months of promoting the program, as the results first arrive in a slow trickle. So many charities do, and give up much too quickly. But so many others have stuck with it and seen the magic in the math … when two become four … eight morphs into sixteen … then dozens transform into hundreds. For these organizations, persistence pays off with significant upgrades and high value donors, who renew at rates of 90+% for virtually no cost.

What more can we ask for in times like these?

By Harry Lynch, CEO of Sanky Communications

Besides the weakening economy, most non-profits are dealing with the annual mid-winter revenue slump that comes right after the Holidays. But using a compelling campaign idea, and the creative expertise of SankyNet, our client Covenant House found tremendous online success in February raising money for homeless kids.

The Covenant House “Do 1 Thing” Campaign utilized some of the most modern online fundraising techniques and the results prove that there can be victories even in these troubling times.

Before creative for the campaign began, SankyNet took into account the fact that even loyal donors may not be able to donate during a recession. With this in mind, SankyNet’s creative team worked with Covenant House to develop ways for people to show their support beside a monetary gift. These opportunities were designed to help keep existing donors engaged while at the same time cultivating potential new supporters.

The “Do 1 Thing” campaign included a call to action using social networking, an invitation to visit a Covenant House location and a request for items on a “wish list” such as blankets and food. Donors were also given the chance to quadruple their generosity with a 3-to-1 match — this opportunity to help touch the lives of four times more homeless kids made a very compelling case for giving. And despite the tough economy, people overwhelmingly chose donating over the other three points of engagement.

As for design, SankyNet went with the adage that “less is more — and used a modern technique that is proving very effective in online fundraising. We designed the “Do 1 Thing” e-appeal to look more like a postcard than a traditional appeal letter. More importantly, we paid special attention to make sure that the entire message — including all calls to action — fit “above the fold” on most browsers.

Another component that played a key role in the success of the campaign was timing. SankyNet “dropped” the e-appeal on February 12th giving donors just two days to get involved with the “Do1Thing” activities planned for Valentine’s Day. The timing of the appeal created a sense of urgency and that in turn triggered an immediate response both in donations and activism.

While these are indeed challenging times for fundraisers, the Covenant House “Do 1 Thing” Campaign proves that using a combination of imaginative techniques can have a tremendous payoff. So remember, matching gifts work. Well timed, shorter messages work. And asking your donors to support your cause in non-monetary ways — even in a fundraising appeal — works!

With 44 million people navigating the maze of Medicare policy, The Medicare Rights Center turned to SankyNet to help them give their clients the answers they need.

Patients filing Medicare claims know how difficult it is to take full advantage of their benefits under the Medicare system. Many patients and caregivers depend on the Medicare Rights Center (MRC) to help them secure the quality care they deserve…and increasingly, their consumers want to find answers on the Internet. That’s why MRC partnered with SankyNet to create a new website rich with online resources and fully accessible to their target audience.

This project offered an exciting opportunity for SankyNet. Unlike many non-profits, who use their website as a communications and fundraising tool, the primary goal for this project was to create a website to serve the needs of the client’s consumers rather than their donors. After extensive research to identify the unique needs of MRC’s online audience, SankyNet began developing a fully interactive website. Our main objective throughout the design process was to ensure that visitors would be able to easily navigate the site and locate critical information.

Understanding Medicare is no simple task. Because many Medicare recipients need help understanding Medicare coverage, plan options, and enrollment issues, SankyNet developed a “Medicare Answers” section to address these important questions for MRC’s clients. “Medicare Answers” utilizes a series of crucial questions that link to answers via the Medicare Interactive Counselor, an independent, public resource from the Medicare Rights Center. This interactive resource is just one of the ways SankyNet addressed the unique needs of an online audience.

SankyNet also introduced a new section that not only keeps Medicare recipients aware of the issues that affect their Medicare benefits, but also helps them advocate for Medicare reform. The “Issues and Action” section gives visitors a detailed explanation of the challenges that the Medicare Rights Center confronts as they fight for their client’s rights — but also provides resources so that every-day Americans can advocate on their own behalf. These resources include statements from leading government officials, letters ready to send to both Congress and the media, talking points for speeches and presentations, fact sheets, and press releases.

During the website exploratory phase, SankyNet identified that a significant portion of visitors to the MRC site traffic are older adults. The importance of website readability is of particular importance to this audience. Older users often complain that they are unable to read web copy because of small text sizes and difficult color arrangements. To address this issue, SankyNet provided the MRC website with a high contrast viewing option that reduces eye strain by replacing light-colored backgrounds with darker colors. We also gave viewers the option to increase text size, making menus and articles easier to read. Spanish speaking visitors are also given the option of viewing certain key components of the site in Spanish.

Since 1989 the Medicare Rights Center has been working with older adults and people with disabilities to ensure access to affordable health care through counseling and advocacy, educational programs, and public policy initiatives.

Now, through their new website, the Medicare Rights Center can help even more people get the health care and medications they need and make the most of their Medicare rights and options. We invite you to visit this valuable online resource.

By Harry Lynch & Paul Habig

“If you build it, they will come” may be a fitting slogan for the Taj Mahal or a new Yankee Stadium. But if you’re hoping to get a flood of visitors (a.k.a. prospective donors) to your brand new website, and jumpstart your online fundraising program, you’ve got some work to do. Have you thought of buying search engine ads?

In our October 20 article on search engine optimization (SEO), we discussed the various techniques and strategies for getting your website listed prominently – and for free – on Google, Yahoo and other major search engines. But if you’re chomping at the bit to leverage the tremendous power of search engines right now and don’t want to wait a few months for your SEO efforts to yield results, then you might want to consider pay-per-click advertising—also known as search engine marketing (SEM).

This online marketing technique involves placing a bid with a search engine company on keywords that relate to your mission or cause (i.e., mission specific keywords). All you need to do is create a very short ad with the goal of enticing surfers to click on it so they are brought to your website. If you bid enough money for your keywords of choice, your ad will appear on the top or upper right hand corner of a search engine webpage in the “sponsored links” section. The ad will appear when a web user opens Yahoo or Google and searches using words related to your organization’s listed keywords.

This seemingly simple advertising method has made Yahoo a household name and Google a multi-billion dollar enterprise. If you’ve already tried it, you probably know how easy it is to get started. And with productive keywords and phrases often up for grabs for bids of as little as 30 to 50 cents per click, a comprehensive SEM campaign test can be launched for just a few thousand dollars. But what you also may have learned the hard way is that it’s easy to spend a lot of money fast—with little or no results to show for your efforts.

Here are just a few tips that can help to dramatically improve the impact of your search engine investment:

Consider bidding on phrases rather than single words. After all, single words associated with your organization—whether they be “art,” “cancer,” “homelessness,” “children,” etc. – are likely to be wildly expensive (due to competition) and too broad to be used by quality web traffic that is really interested in your organization. On the other hand, phrases such as “breast cancer research,” “homelessness in Ohio,” and “helping children Missouri” – are likely to be much more affordable and bring you more targeted visitors.

Transparency with your ad copy works best. If you’re using search engine marketing for online fundraising, create an ad that is transparent and clearly states the “ask.” Ads that are too clever or that deceive the user will depress conversion rates and drive down the return on the dollar. Be sure to include the keyword or phrase in your ad, if you can.

Create a special webpage for your ad. If the link imbedded in your ad takes your visitors to your homepage or generic donation form, chances are that you’re not doing everything you can to “close the deal.” In most cases, it pays to create a special “landing page” that reinforces the original keyword or phrase the user was searching for. Try designing a unique webpage with custom graphics that tie into the ad, and limit the number of links on the page. The most productive fundraising landing pages only link to the donation form.

Test, test, test! Unlike most other direct marketing methods, search engine advertising allows for quick changes with real-time results. If your ad isn’t performing well, try tweaking the wording, bidding on different keywords, and changing your bid prices. For better or worse, you’ll know your results almost instantly – and can make further adjustments as necessary.

Remember that Google isn’t the only game in town. While Google now handles a significant majority of Internet searches, Yahoo (and to a much lesser degree MSN and Ask.com) still handle a high volume of searches and offer their own “pay-per-click” ad networks. While you won’t see nearly the volume you will on Google, Yahoo in particular is a good supplement (and in some cases alternative) to a Google campaign. Using Yahoo, some organizations experience a lower cost-per-click, higher “click” rates and better donor response for less money.

Switch gears before you give up. Some nonprofits are indeed able to cost-effectively acquire brand new donors via the Internet through the purchase of search engine ads. If your own success has been limited, consider switching gears and exploring a campaign to build your email list instead of trying to acquire donors upfront. Particularly if your e-newsletter is of general interest, and the “offer” in your ad is for a “free e-newsletter,” your response rate is likely to improve dramatically and you will bring on subscriber/prospects who can be cultivated over time.

Apply for a Google Grant. If you’re a 501(c)(3) and your budget and resources are limited, a good way to get started is to apply for a Google Grant for free keyword advertising. While there are some limitations to what the grant will bring to you, tapping into a Google Grant is infinitely better than doing nothing. To learn more about Google Grants, go to www.google.com/grants.

Making efficient use of search engine ads can bring you closer to your goal for website traffic—without breaking the bank.

Harry Lynch is the CEO of Sanky Communications, and Paul Habig is the director of internet services for SankyNet, both based in New York City.