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 Hillside Family of Agencies
 "Believe you can make a difference" Web-mercial
Donor fatigue has become an enormous problem for all public service agencies seeking funding. Kim Stubbe, Director of Annual Giving for Hillside Family of Agencies, attended a conference to find ways to improve the results of her agency's funding efforts. She learned at this conference that innovative public service agencies were telling their story and soliciting funding using a unique, interactive approach delivered via e-mail to their constituents. This method was getting them noticed and yielding much better results.
Kim realized she had seen this work before, from Corporate Communications, Inc. She had always wanted to do this and the conference validated her desire. She felt our work in this area was better than the samples and examples they showed at the conference. She knew we had been successful doing this for others, presented the idea to her agency, and they agreed to have Corporate Communications begin a project of this kind for them.
Corporate Communications produced a very polished, two-minute, compelling web-mercial they could launch from their website and deliver to recipients via a link in an email. Their FLASH- based mini-movie is the artful combination of music and animated still photography produced in a way that makes an emotional connection with the viewer. When the viewer is most connected with your message, we prompt them with a call to action "To Give". In addition, the interactive links at the end of the web-mercial, offer an opportunity to "Send To A Friend". This is viral marketing at its best. This interactive option has a huge impact on the success of these campaigns. Typically a viewer of these web-mercials has friends with similar thinking and are generally willing, if not anxious, to forward these e-mails to their friends. This forwarding from known recipients results in exceptionally high open rates. It also implies that their friend has already given to Hillside and provides a subtle suggestion to do as their friend did.
There are two direct benefits from this type of online gifting: First, it significantly improves the level of giving over traditional mail, studies have consistently demonstrated that. And, second, you begin to grow an e-mail communication database of givers that provided that information to you. This truly helps grow your fund development effort in the direction that fits the lifestyles of today's contributors.
To learn more about this campaign, and how it could work for you, contact Corporate Communications, today!
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