Suppose you had a really great engine for a car, but that’s all you had. Lots of horsepower. A satisfying rumble when it’s running. Plenty of potential.
But you have no steering wheel. Heck, no wheels. No chassis, no axles, no driveshaft…
Well, you wouldn’t have a car, would you? All of the component parts of the car are necessary to make it run. OK, maybe the touchscreen radio and satellite navigation aren’t “necessary,” but you get the idea. A great engine is only the beginning.
It’s like that with nonprofit giving campaigns. When you think of a nonprofit appeal, the first thing that comes to mind is the letter. And, the letter is extremely important. Without it, you’re not going anywhere. It’s where you’ll tell your organization’s story, which, as we discussed previously, is a key element in motivating donors to support your cause.
But what else do you need to go from just an “engine” to a campaign that’s a complete, cohesive vehicle for your message? With our 30 years of experience in developing appeal campaigns for nonprofits, Mellady Direct Marketing knows an effective campaign can need many components, depending on the unique needs and circumstances of an organization.
Here’s an example drawn from a campaign we created for a nonprofit organization that provides life-changing services to families in crisis, often facing situations involving issues like domestic abuse or financial challenges.
Our year-end giving campaign was developed cohesively around a carefully crafted theme that tied into the organization’s mission. The nonprofit appeal campaign’s “engine” was a personalized letter from the organization’s executive director, which incorporated the personal story of a family that had been helped out of crisis. The letter included a tear-off reply card and envelope for mail-in contributions.
Also enclosed with the letter was another major component of the campaign: A trifold brochure that provided more information about the organization, its mission and the emotional stories of families whose lives have been positively touched by the organization.
The nonprofit appeal campaign was targeting past donors as well as businesses and potential new donors, so the brochure not only helped update those who were familiar with the organization, but it also provided valuable information to those considering their first-ever contribution.
The campaign’s theme and colorful graphics extended well beyond the letter and brochure, too. The Mellady Direct team created campaign-themed graphics for social media, implemented a targeted Facebook advertising campaign, and created a campaign web landing page that displayed a list of donors and provided a link for online donations.
Other digital tools that supported the campaign included a campaign-themed e-newsletter that, like the printed, direct mailed letter, powerfully told the story of the organization and the families it has helped.
Mellady Direct also created a large banner for the organization to hang at its headquarters, thanking donors in a very visible way.
Consistency was a key factor as the individual elements of the campaign worked together to become a whole that was greater than the sum of its individual parts. The campaign succeeded in maintaining and enhancing the brand of the organization, motivating donors and elevating its visibility in the community —gains that extended well beyond the actual duration of the campaign.
It all started with the letter as the “engine,” but there was much more to it than that.
Can Mellady Direct Marketing help you create a complete vehicle for your organization’s story? Contact us online today or call us at (661) 298-9190.
