Currently the Foundation has over 50,000 members and 40 chapters nationwide. In an effort to revamp the way CCFA connects with its members, SankyDirect will be spearheading an innovative direct mail campaign that emphasizes the importance of membership to CCFA’s many supporters and contributors.

In the coming months, SankyDirect and SankyNet will also be working hard to integrate the offline and online components of CCFA’s campaigns. This will not only help educate and update as many people as possible about breakthroughs in research, it will also help raise funds at key times throughout the year. We are looking forward to using social networking in this capacity to expand CCFA’s base of supporters.

The Crohn’s and Colitis Foundation of America sponsors high quality basic and clinical research and provides education and supportive services for healthcare professionals, patients and their families. The organization currently raises more than $30 million annually through memberships, fundraising events, sponsorships and other programs. We are excited to help CCFA grow and reach out to its members in new ways through its direct mail and internet programs! Please visit CCFA’s website for more information at ccfa.org.

We are pleased to announce that SankyNet’s year-end appeal for Covenant House was honored as the runner-up in this extremely competitive category!  The highly effective email postcard was sent after a month of heavy solicitation, yet still raised over $150,000 in just 3 days.

Timing is always a key factor when developing a strategy for e-solicitation.  During the winter holiday season, SankyNet sent Covenant House donors three compelling appeals capitalizing on an exciting matching gift opportunity.

The award-winning year-end postcard followed this robust campaign.  Sent during the last moments of 2009, the postcard encouraged donors to take advantage of their last chance to receive a 2009 tax-deduction as well as have their gift matched 2-to-1.

Because of its impeccable timing, this attractive and relevant postcard proved to be most successful solicitation SankyNet produced for Covenant House that year – and the results more than doubled what was raised during the 2008 Year-End campaign.

We are truly grateful to work with dynamic organizations such as Covenant House, and proud to help them achieve such growth in their fundraising programs even during these difficult times. This honor is truly a reflection of Covenant House’s commitment to excellence as they work to rescue homeless kids from life on the streets.

View all the DMFA awards from Package of the Year.

The Cathedral Church of St. John the Divine is the mother church of the Episcopal Diocese of New York. Because of its historic importance and far-reaching influence, CCSJD needs a communication strategy that will provide information about the church’s events and community services while also encouraging donations to support their work.

To accomplish this, SankyNet will produce a variety of online communication vehicles. First, we will write, design, and deliver a regular e-newsletter for CCSJD. This e-newsletter will cultivate a relationship with the Cathedral’s donor base by keeping them informed about events at the CCSJD, stories of people helped through their outreach, and updates by the Dean of the Cathedral.

We also look forward to sending a series of fundraising appeals directed at both past donors and potential future donors. These appeals will be sent during the most strategic times of the church’s calendar year and will promote a variety of donation opportunities.

SankyNet will also develop a microsite that will be separate from the main CCSJD website, which will support the online fundraising program while CCSJD develops a full new website. The Cathedral will be able to offer their constituency, vis-à-vis this microsite, better organized fundraising web pages, with more compelling copy, and the addition of warm and engaging color photographs.

SankyDirect and SankyNet are looking forward to developing a robust fundraising program for the Cathedral Church of St. John the Divine that integrates the strengths of both direct mail fundraising and online fundraising. We are excited to lend our expertise to this challenging project!

By now it’s obvious that the tragic earthquake in Haiti on January 12 (and the aftershocks that followed) was a catalyst for the explosive growth of mobile giving. And considering that there’s a cap of $5 or $10 per donation cap, getting to $50 million via mobile in a few weeks meant over 6 million people donated – impressive numbers for any campaign, but even more so for a giving channel that was as small but nascent as mobile giving was before the earthquake.

We’ve seen over the years breakout successes that have really driven a giving medium forward. September 11^th, 2001 certainly stands out for online giving, but Hurricane Katrina in 2005 might be a better example. Over the course of just a few days, tens of millions of dollars came into charities online from around the country.

The Haitian earthquake has had the same impact for mobile giving. And recent data is showing – as many expected – that mobile donors are skewing younger than online donors, just as online donors are compared to direct mail donors. To this, a recent report called Early Signals on Mobile Philanthropy (full report here) had a few key findings:

• 17% of Gen Y respondents and 14% of Gen X said they made a donation to Haiti relief efforts via text message, and 3% of both Boomer and Mature respondents reported making a donation to Haiti relief efforts via text message.
• Generally speaking, 36% of all respondents were willing to donate via text message after an emergency occurs and 31% were willing to donate via text message if a friend is raising money.

Beyond the breakout success of this relatively new giving channel for charities, it’s apparent that mobile giving is also a huge opportunity for engaging a younger constituency. Contributing to this, the younger audience is an easier group to engage when there are donation caps of $5 and $10 – an amount that is within reach of many. The reality is that 1 in 6 of Gen Y and Gen X donated to earthquake relief, many of whom likely donated to a nonprofit for the first time.

There’s no question that the tragic earthquake destroyed the lives of many. But as with anything, there are new opportunities; the Haitian relief effort has shown the potential of leveraging a new medium to engage younger constituencies. Only time will tell whether or not the long-term direct marketing tactic of ongoing cultivation will mean that the 6+ million who donated in January can be renewed offline, online, or via mobile channels in the future.

Knowing that times are still difficult for many organizations, DMFA board members decided to turn their holiday party into a fun, festive educational experience. Participants were treated to not only great food and company but also valuable lessons in last minute fundraising ideas including:

During the presentation, Harry and Vivianne discussed these and many other techniques that can be used to make a difference in an organization’s online and direct mail fundraising programs.

It was a perfect way to celebrate the season of sharing!

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.

Utilizing 32 years of direct mail experience, SankyDirect will produce a series of fall renewals to encourage continued support of Delta Society. Additionally, SankyDirect will implement an acquisition element to this fundraising campaign. This strategic method of obtaining lists of potential new donors holds the promise of dramatically increasing Delta Society’s income for years to come.

After completing this fall campaign, SankyDirect and Delta Society will continue to partner in the coming year to produce a full direct mail program. Both organizations are excited about the potential this new relationship holds!

Together with a committed team of volunteers, Delta Society brings a variety of service and therapy animals into hospitals, nursing homes, rehabilitation centers, and schools. By encouraging positive interactions between animals and people, they advance human health and well-being in the people they serve – the elderly, the disabled, schoolchildren, and hospital patients. Learn more about Delta Society at www.deltasociety.org.

SankyDirect looks forward to working with Delta Society, helping them develop a DirectMail program that is as dynamic as their mission.

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.

We too see that while direct mail continues to be the primary giving vehicle for most current donors, there is huge value in multi-channel givers, and that the rise in online giving, although it may not be as much as some people expected, is nonetheless exhilarating.

As we all know, recent studies show that if you have an email address on file for an offline donor it makes a positive difference in their giving. Reinforcing the need to synchronize channels, coordinate consistent messaging, and tailor content to each appropriate medium. Online fundraising doesn’t replace direct mail but reinforces the repetition of the message.

Our concerns about direct mail fundraising are less about any immediate generational behavior change than about technical problems, such as the financial health of the postal service, increases in list and printing costs, and continued media attention on the rare fundraiser abuses rather than the truly amazing work that most nonprofits accomplish, even in the midst of recession.

By: Judy Maneval, Harry Lynch, Paul Habig of Sanky Communications

Since there are an unlimited number of good acknowledgment ideas, this will be the first in an occasional series of suggestions on the topic of thanking contributors. This month features offline ideas (i.e. direct mail fundraising) – the next in the series will highlight online techniques.

By: Judy Maneval, President of Sanky Communications