An Integrated Approach to Marketing:

1. An Integrated Approach to Marketing: Applying Best Practices from Secular Non-Profits

2. An Integrated Approach to Marketing • Today, Christian nonprofits are facing unprecedented challenges • Needs are growing, but financial resources are strained • Building strong relationships with individual constituents and supporters of your ministry is more important than ever • But… creating and sustaining close relationships through traditional methods alone (such as direct mail and telephone) can be time-consuming and expensive • It is imperative that ministries and other non-profits develop an integrated approach to marketing and fundraising, which incorporates a strong, online component • An integrated approach to marketing and fundraising should result in the following: • Better understanding of constituents’ interests and motivations • Increased funds raised online and offline • Development of new fundraising prospects • Increased average gift size • Improved retention rates • More frequent communication at a lower cost • Reduction in the cost of dollars raised • Personalized communication to build deeper relationships with all constituents

3. E-Marketing Success For Secular Non-Profits Secular nonprofits, who have made significant investments in online communication and fundraising have seen significant results • American Society for Prevention of Cruelty to Animals • In 22 months, roster of email addresses grew 845% - from 22,000 to 208,000 • In 22 months, online donations increased from $200,000 to $670,000 annually • First-time gifts for new online donors is 103% higher versus offline ($39.21 versus $19.35) • Dean for America • In 4 months, roster of email addresses grew by 275,000 • Has sent more than 725 emails, totaling more than 4 million messages in 2003 • Raised $3.6 million online out of about $7 million total in Q2 2003 There are many other similar success stories from secular nonprofit organizations. Are Christian organizations keeping pace?

4. Online versus Offline Revenue • Increased online donations are always a net-positive for your organization • Migration from offline channels results in lower cost per dollar raised • New donors acquired through online channels is new revenue for your ministry • Anecdotal evidence suggests that frequent, personalized email communication increases overall giving (offline as well as online!) • American Society for Prevention of Cruelty to Animals • Donors with email addresses on file gave 85% more gifts than donors without • Average number of gifts in 2003 (2.27 versus 1.23) • Donors with email addresses on file gave an average of 112% more than donors without • Average gift of $68 versus $32 • Higher frequency of gifts and higher average gift size from donors with email addresses accounted for an additional $1.3 million in revenue for the ASPCA! • Do donors with email addresses have a stronger affinity to give? Or do these individuals feel more connected to the organization through receiving frequent, personalized email communication? Unknown at this point, but there’s reason to believe that an integrated marketing effort will significantly increase overall ministry revenue

5. Your Online Marketing Checklist • How many of these statements are true for your organization? • My ministry has a coherent strategy for online marketing and fundraising • My ministry’s online communication is a powerful complement to my overall communications strategy • My online infrastructure includes support for the following: • Ability to build rich member profiles • Personalized email communication based on interests and member activity • Detailed tracking of activity and robust reporting tools • My online communication is as compelling and content-rich as my offline communication • My online member data is synchronized at regular intervals with my offline data • Most importantly, has your organization made a significant and sustained commitment to developing an online marketing and fundraising strategy that is integrated with your offline communication?

6. Best Practices • Our goal is to assist Christian organizations in developing and implementing effective integrated marketing strategies by applying industry expertise and best practices, and by providing robust software and technical infrastructure to support these efforts • This Presentation Serves as a Quick Review of how a handful of secular nonprofits are pursuing an integrated marketing strategy - Integration of Email and Online Giving with Direct Mail - Personalized Email Communication - Empowering Volunteer Fundraising

7. Integration with Direct Mail Direct Mail Response Forms Offline donors directed to unique online campaign to make gifts “go to work faster.” Email addresses captured for all online donors.

8. Integration with Direct Mail Email Solicitation Ask strings are dynamic, match giving levels of direct mail piece for renewing donors.

9. Integrated Fundraising Campaign Example Illustrative Client’s cost to acquire donor dropped from $5.38 with direct mail only to $2.57 with three-channel campaign and to $1.38 with five-channel campaign. Source: Mal Warwick, AFP International 2002

10. Integrated Campaign Email Example

11. Optimized Email Sign-up Motivate email sign-up and make it easy

12. Personalized Emails Personalizing emails drives much higher response –in this case, +155% for personalizing by state

13. Email Forwarding Encourage forwarding of messages

14. “Viral” Campaigns Launch “viral” messages designed for forwarding

15. Volunteer Fundraising Enable strongest supporters to easily raise money from friends and family

16. Next Steps • Christianity.com is now helping Christian organizations develop and implement their own integrated marketing strategies • Strategic Consulting to develop a comprehensive integrated marketing strategy • Robust software and technical infrastructure to support sophisticated online communication and marketing initiatives • Implementation Support • Program Management • Email List Management • Creative Services • Ongoing Analysis of Results • Schedule a time to talk with a Christianity.com representative about how we might be able to serve your ministry in this way • Call 703.548.8900 and ask for Duncan Rein or Sebastian Traeger • Or email duncan.rein@christianity.com