performance fundraising - organizational transformation to drive strategic growth and integration

DIRECT MARKETING: FROM FUNDRAISING SILO

TO THE CENTER OF ORGANIZATIONAL

STRATEGY

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First Class Expectations



Cattle Class Service

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Case Study: National MS Society

Snapshot 2010

• Direct marketing program performs in mid to upper nonprofit

benchmarks

• Siloed among mail and email as well as from other

fundraising efforts and social media

• Message focus is almost exclusively on delivering local

programs and services to people with MS

• Limited audience segmentation and customization

• Program relevance is questioned organizationally

Watch this presentation in Merkle’s Donor-Centric Fundraising: Challenges, Opportunities & Digital Integrationon-demand webinar series.

http://bit.ly/1REzZ51



Lacked strategic alignment

There was not a journey for

people who cared about MS





Strategic Purpose and Focus

• Accelerate MS Research to find breakthrough solutions

- Dramatically expand research enterprise

- Change perceptions about the Society internally and

externally

- Create champions for research

- Develop performance metrics across organization

- Comprehensive, integrated engagement plan

- Launch a five-year $250 million research campaign





Spoiler Alert





Results

• Campaign will successfully conclude this fall

• Research revenue increased by 167% over five years

• Number of individual research donors increased by 38%

• Average research gift is 50% larger prior to campaign

• Direct Marketing stayed relatively flat during this time yet

was essential to achieving every objective of the

campaign





It’s all about focus,

discipline and

leveraging the power of

each tool as part of an

integrated plan to drive

people to engage at

their highest level





And it’s so much

easier to say than

to actually do it…





Creating the Journey

• Changing perceptions

• Identifying and building champions

• Finding the audience

• Crunching the data to inform continuous improvement

• An engagement plan with multiple, integrated touchpoints

• Bringing home the bacon




Watch the full presentation in Merkle’s Donor-Centric

Fundraising: Challenges, Opportunities & Digital Integration on-demand

webinar series.

Graham McReynoldsChief Marketing, Development and

CRM Officer, National Multiple Sclerosis Society
