Connect Online And Traditional Marketing Efforts For Your Fundraiser

When you’re immersed in online and traditional marketing activities for your fundraiser, it’s easy to get caught up in the details. The challenge is to step back and understand the bigger picture when it comes to combining your online and traditional marketing activities in to one strategy that you can be in control of.

The good news is, with some planning, you’ll be able to form a strategy that incorporates all the seemingly disparate elements which can benefit each other and reinforce your overall marketing message.

Developing a strong brand for your group and fundraising efforts

Linking all of your different marketing activities together makes it much easier to deliver a consistent message. One of the first tasks to undertake is developing a strong visual brand for your communications by using the same logo and themes throughout all of your on- and off-line activities. This will help make your brand and your cause more recognizable within each published item, gradually building up awareness for your cause.

Another way to strengthen your brand would be to use a tagline consistently throughout all your communications. This could be taken from your mission statement, but it has to be something that will work for different projects and for different communication channels. It’s not as easy as it sounds, because it has to be unique to your group (do your research), shouldn’t sound ‘generic’ and has to be simple and somewhat memorable.

Target content delivery to audiences at different channels

The best way of linking all your communications is by drawing up a plan for your content delivery. Not every article, call for donations, or other communication may be ideal for every audience across all channels, or to be delivered at the same time. Target each message or communication to a specific audience channel and at a specific target date. For example, a formal call for donations may be appropriate for mail delivery, maybe an e-mail campaign, but may not work at all for your audience on Facebook or Twitter.

Conversely, design messages specifically for your target audiences at different channels. For example Twitter lends itself to get snippets of information about your group to the public, or keeping your followers informed about a current campaign.

Differentiate your messages by audience and content and tailor your communications for each media you publish to. You don’t have to communicate the exact same words with everyone at the same time.

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