Keeping Up the Inspiration and Momentum From the Bridge Conference
	Posted by Katy Jordan at Aug 08, 2013 07:02 AM CDT

It happens time and time again in the conference cycle. You go to a leading industry conference, like the Bridge to Integrated Marketing and Fundraising Conference, and get a bundle of great ideas to fire up your fundraising program. Perhaps you go back to the office and share ideas, which is great. But how many times do those great ideas just fizzle out and never get tested or implemented?

Let’s try to keep that from happening this time! Much of the conference content this year focused on data and infrastructure, content strategy and testing, sustaining donors, and integration. What takeaways do you have from Bridge this year? Please question and comment on your Bridge 2013 experience and any actionable strategies you plan to implement this year. Here are a few ideas to get you started:

Data & Infrastructure

In todays’ integrated landscape, data organization and campaign attribution are as important as ever! The “keeper” of data across organizations is shifting from an information technology (IT) function to marketing teams.  How has your organization been tackling data in this multi-channel market?

Data plays an important role in audience segmentation, campaign performance and attribution. Here are some key factors:

• Use consistent audience segmentation, factoring giving in all channels
• Ask for the right amount by combining donation data and building ask strings on data from every channel
• Craft your messaging strategy based on recent campaign response

Content Strategy and Optimization

Not only does a multi-channel approach help reinforce your messaging and boost results, but it also offers more opportunities for testing and applying your learnings across channels. Online campaigns generate results much faster than direct mail campaigns; however, many clients have a much larger direct mail quantity, affording opportunities for more comprehensive, simultaneous testing. Use test results from one channel to inform strategies in other channels.

Some specific takeaways in content strategy, testing and optimization include:

• Incorporate a tailored conversion series for different segments based on how they join your file — eNews subscriber versus event participant versus donor.  With the donor segment, instead of an additional one-time donation ask in the welcome series, ask for a monthly donation.
• When quantity allows, use many test panels to see small successes warranting further testing.
• Always keeps your direct mail or digital campaign imagery on rotation on the home page.
• Create sample personas based on the type of people coming to your site to help guide website content strategy (e.g., donor, grant researcher, program participant). This can be especially helpful to maintain your web content after a redesign. (For example, if your executive director thinks a donor testimony should be on the home page, you can point to your three personas and ask “Which, if any, of these people would want to read that?”).

How Integration Can Boost Your Year-End Campaigns

Now is the time to begin your planning for year end. If you’re just dipping your toe into the waters of cross-channel marketing, this year-end is a great opportunity to take it to the next level! From coordinating your digital efforts with direct mail to presenting a consistent message across your website, social media presences and email, consider these tips for success in end-of-year campa:

• Add a sense of urgency across all channels to drive higher response rates and average gifts. Test higher ask strings, use financial goals ($10,000 in 10 days!), and reinforce what you’ve accomplished this year and the work that lies ahead in 2014.
• Include social media in your campaigns — use Facebook custom audience targeting in tandem with direct mail and email. You can also use your social channels as an opportunity to engage and thank your donors with a short video showing people how their gifts have helped over the last year.
• Coordinate all channels to focus on end-of-year messaging, ramping up the sense of urgency in the last two weeks of the year. As the days go by, change up your home page with hot buttons or a progress bar to illustrate how close you are to reaching your goal. Use of a light box or home page takeover can draw your donors’ attention, prompting them to make that gift!
• Promote “Giving Tuesday” — the first Tuesday after Thanksgiving, which launches the holiday charitable giving season — to your advocates and supporters. Even if they’re not able to support you this year, ask them to share your appeals through email and social media.
• Use Ecards to balance cultivation and solicitations. They’re a great way to vary your email communications, offering your donors a chance to engage and share your message with their network.

What were some of your best takeaways from the Bridge conference this year? Please share your questions or ideas below, and we can keep the conversation going!