If it s so simple, why is it so hard? Fundraisers Forum July 17, 2015 Martha Wells Community Engagement Director South Florida Museum
Who are you people and why are you here?
Use a case study to: explore the concepts and value of integrated communication and content management to fundraising encourage you to identify communication tools available to you that you are not currently using to support fundraising encourage you to determine whether you are reaching all your audiences with the communication tools you are using
What is integrated communication?
In other words, make the most of the many tools you have to reach people.
It s not rocket science Exhibits Web Board Volunteers Public Officials Members Clients Mass Media MESSAGE Peers Education Programs Publications Donors Staff Enewsletter Regulator Social Media
Communication Program the strategic transference of an organization s ideas, concepts, and purposes to its constituencies. Content Management the art of identifying your message and translating it consistently to different audiences in different media in ways that will be relevant to them.
Why is it important?
If it s so simple, why is it so hard?
These separate islands of communication (Gayeski, 1993b) have grown and moved further apart, often resulting in fragmented, redundant, or even contradictory communication programs and messages. This can lead to information overload, a loss of credibility, and wasted resources. --Diane M. Gayeski, Ph.D.
Does Communication = Management?
A Case Study
Carrie s Match for the Manatees $40,000 challenge from a donor to support SFM Manatee Care Program History of summer solicitation to support Annual Fund/Manatee Care Program focused around Snooty s birthday in July Giving Challenge was May 6-7, 2014 (SFM s 3 rd year participating)
Carrie s Match for the Manatees Launched Carrie s Match with the Giving Challenge, campaign completed in August Donor added $10,000 to Carrie s $40,000 in June $50,000 total matching opportunity for the campaign
Communications Campaign or Fundraising Campaign?
Carrie s Match for the Manatees Fundraising Goal of $50,000 Direct mail to previous manatee donors with specific ask amount (Board Development Committee concerned about over-solicitation) Encouraged Trustees to make their Annual Fund gifts during Giving Challenge Carrie involved in campaign, sent thank-you notes to higher level donors
Carrie s Match for the Manatees Fundraising Used non-solicitation communications to support fundraising by building awareness of need building awareness of fundraising campaign thanking donors, which also creates sense of momentum
Carrie s Match for the Manatees Communications Audience(s) Timing/schedule Mass media Social media SFM media On-site Off-site
Carrie s Match for the Manatees Audiences Past Manatee Care Program supporters Members and other Museum supporters Museum visitors Vendors Museum Volunteers Snooty s fans People who like manatees in general
Audiences Who are your audiences? Staff Board Donors Volunteers Public Officials Clients Media Peer organizations Regulatory authority (e.g. USDA & USFWS for South Florida Museum)
Carrie s Match for the Manatees Timing Pre-Launch/Challenge Launch/during Challenge Immediately following Challenge Post Challenge Met Carrie s Match Follow up to Carrie s Match
Communication Tools How do you share information with your audiences? Newsletter(s) Web site Social media Signage Direct mail Programs Intranet Person-to-Person Publicity Advertising E-mails E-Newsletter Social media Exhibits
What tools/media are available to you?
Carrie s Match for the Manatees Mass Media Press releases New Manatees Welcomed / 4-2-14 Visiting NY state teacher media opp / 5-12-14 Snooty s Bday Card Contest Open / 6-12-14 Snooty s Bday Bash is Fast Approaching / 6-19-14 Snooty s Lettuce Eating Contest / 7-14-14 Snooty s Bday Bash is Saturday / 7-16-14 Snooty s Bday Bash was a Smash / 7-22-14 Ads / PSAs
Carrie s Match for the Manatees Social Media Regular posts Content to support press releases Supplementary info (infrequent solicitations) SFM Media Weekly E-Newsletter Web site Membership letters
Carrie s Match for the Manatees On-site Posters in Museum Manatee Presentations Admissions Museum Store Public programs Planetarium shows
Carrie s Match for the Manatees Off-site Area businesses Corporate Partners
Museum Store May 6, 2014 Today is Lettuce Day! You were probably thinking that today is Tuesday, and it is, which means that the 2014 Giving Challenge is here. Gifts made at noon today have the best chance of being matched by the sponsoring foundations, so please click now! Please click & give now! 1. Click the logo to the right 2. Search for "South Florida Museum" 3. Make your gift In This Issue: The Giving Challenge Begins Today! Film Fridays Family Night at the Museum Summer Science Camp at the Museum Carrie's Match for the Manatees Museum Hours Program Calendar
Evaluation Fundraising: we met the match! Friend raising: acquired new donors Did our messengers know our messages? Did our messages reach our audiences effectively?
What could we have done differently?
How do you judge your success?
What can you do differently starting today?
Thank you!