Fundraising in 2013: Campaigns or rethinking the strategy playbook first…

And how to increase donor conversions while reducing the costs of donor acquisition

Panaceas- we’ve seen a lot of them in communications over the past 3-5 years:
• Personalization
• Variable data
• PURL’s
• QR codes
• Social media
• Mobile marketing
• Email marketing, no wait- back to direct mail and quickly!
• Interactive media
• And my favorite- let’s get another list

What I’ve noticed is a lot of well-intended agencies, suppliers, vendors, speakers, presenters and such “leading with the application” (or software, or media format, or gimmick- you name it) and not enough of our well-intended brethren leading with new strategy plans.

The fact of the matter is we live in a communications world of rapidly evolving change… if you’re not a believer just keep watching the maneuvers of Amazon, Google, Facebook and Apple; they know what the change is and they’re in a race for global dominance as we speak.

And change has become so commonplace (whether by volume or speed of change) that many suppliers and development managers alike have accidentally ignored the implications of change.

And for others still, the amount of change has translated into a “force multiplier effect” that creates more confusion, “a glazing over” that seems to be more trouble than it’s worth to try figure out.

Having spent a lot of time over the past 15 years on or near the front end of this wave I offer up four main categories of change- changes in:
• Donor behavior
• Media formats and devices
• Communications fundraising technologies
• Human resources giving it their best efforts

Despite all this change and the challenges they represent opportunities exist to increase donor conversions while reducing the costs of donor acquisition.

But, applying old communications tactics in this new communications world will NOT work.

It requires a new communications playbook and I would encourage all development managers to revisit their playbooks BEFORE applying new apps, media formats, etc. into your fundraising mix. And, if you’ve already ventured “into the new media/new app world” you can still go back and augment or recreate the strategy plan.

Arriving at a new strategy playbook can be reverse engineered as follows:
• Developing an understanding of what’s possible relating to increased donor acquisition
• Asking new questions of the organization and donor conversion paths
• Determining new answers
• Thus beginning to rewrite the strategy playbook
• Eventually you’ll likely be applying a strategically integrated mix of traditional and new media
• While making sure your communications infrastructures are optimized for the changes that exist in donor behavior today (most infrastructures are not)

If your agency or supplier partner is capable of leading and investing about 90% of their relationship with you in the areas of strategy and innovation prior to apps and campaigns chances are you’ve got the right teams.

If not consider finding a new media coach or determine to find the answers on your own.

If you look at our blog and other media format posts from here forward you’re going to see a lot of advice, opinion, and expertise on what you can and perhaps should be doing with your development strategy playbook from here forward.

We’ve done it for lots of development officers and we’re beginning to open our kimonos, stay tuned!

MSP Digital Marketing, a leader in providing personalized direct marketing solutions to the higher education and non-profit sectors, has announced the expansion of its MobilePledge^TM fundraising platform.  The new program, called Text2Pledge^TM, was developed to help improve fundraising efforts, and allows prospective donors to make a pledge with any mobile device capable of sending SMS text.  According to Roy Grossman, partner at MSP Digital, “Over the past year MSP Digital has made major progress in assisting clients in the higher education and non-profit markets to increase the participation rate and average donation using a wide variety of cross-media tools.  We introduced MobilePledge^TM in January of 2012 using Quick Response (QR) code technology to appeal to smart phone donors, and our new Text2Pledge^TM program provides clients with another valuable mobile option.

Text2Pledge^TM offers several advantages over traditional SMS text donations. First, Text2Pledge^TM can incorporate multi-media functionality including embedded video to significantly increase the impact of targeted messages. Second, unlike SMS texting, Text2Pledge^TM gives schools and non-profits the ability to identity the donor, allowing immediate follow-up communications and proper acknowledgement. Finally, Text2Pledge^TM provides the opportunity for donors to contribute any amount they choose, whereas SMS text donations are restricted to a maximum amount of $25 or $30, depending on the specific mobile carrier.

Mobile marketing is becoming the fastest growing direct marketing channel in the US. Recent research indicates that over 20% of smart phone owners use their device to support non-profits. With a reach of over 72 million smart phone users that is continuing to grow, as well as over 100 million SMS enabled phones, organizations that incorporate MobilePledgeTM into their fundraising programs can expect to see increases to their average gift size of 10-25%.

Roy Grossman, founding partner of MSP Digital Marketing, announced today that Steve Moody has joined the company as vice president of its DigitalXPress division, located in Rockaway, NJ.  MSP Digital specializes in using cross-media applications in the development and execution of targeted marketing communications, content aggregation, and on-demand distribution of customized content for the educational, non-profit, healthcare, financial and retail markets.

According to Mr. Grossman, “Steve brings tremendous expertise in marketing, data and direct response, and will be an extremely valuable asset as we continue to build the MSP Digital platform.  His experience will allow us to provide MSP Digital’s customers with access to some of the most innovative and advanced technologies available.”

Mr. Moody added, “I have known and worked with the MSP Digital team for many years and am extremely excited to join them.  The MSP proposition is one of the most compelling platforms for developing and building highly targeted and personalized campaigns for a variety of markets, most importantly higher education and not-for-profit. I look forward to contributing to the company’s success.”

Prior to joining MSP Digital, Mr. Moody held a variety of positions with a focus on database management, campaign retention and custom data analytics.  These programs provided in depth client centric campaigns.

In 1993 Mr. Moody was one of the founders of CCI Direct, which focused on the not-for-profit sector and specialized in turn key fundraising campaigns.  Providing concept to completion programs, CCI grew at a double-digit annual rate over the next 5 years.   As a result of this strong performance, the company became operational in additional segments including the retail, travel and financial sectors and was capable of processing and handling over 8 million direct response solicitations per month.

Prior to CCI, Mr. Moody was an executive team leader for one of the pioneering companies in direct mail fundraising, The Lyman T. Corbin Company.   By implementing new technology and a wider range of personalized applications, clients were able to establish a more unique brand identity that produced higher rates of return on both traditional and premium based fundraising efforts.

MSP Digital Marketing, a leader in providing personalized direct marketing solutions to the higher education and non-profit sectors, has announced the introduction of MobilePledge^TM, a new smart phone tool developed to improve fundraising efforts.

MobilePledge^TM allows targeted individuals to scan a QR code using their iPhone, Blackberry or Android device and make a donation or pledge to the client organization.  According to Roy Grossman, partner at MSP Digital, “Over the past year MSP has made major progress in assisting clients in the higher education market to increase the participation rate and average donation from a wide variety of sources.  MobilePledge^TM allows us to deliver on our commitment to give our clients all of the multi-channel mediums necessary to effectively connect with their donor base.”

MobilePledge^TM offers several advantages over traditional SMS text donations. First, MobilePledge^TM incorporates multi-media functionality including embedded video allowing for additional customization of a targeted message. Second, unlike SMS texting, MobilePledge^TM gives schools and non-profits the ability to know the identity of the donor, thus allowing for proper acknowledgement.  Finally, MobilePledge^TM provides the opportunity for donors to contribute any amount they choose, whereas SMS text donations are restricted to maximum amount of $25 or $30, depending on the specific mobile carrier.

MobilePledge^TM will debut in late January at a Division I university athletic event.  Additional plans to use MobilePledge^TM for other fund raising efforts are also underway.

Mobile marketing via smart phones is becoming the fastest growing direct marketing channel in the US.  Recent research indicates that over 20% of smart phone owners use their device to support non-profits.  With a reach of over 72 million smart phone users that is continuing to grow, organizations that incorporate MobilePledge^TM into their fundraising programs can expect to see increases to their average gift size by 10-25%.

Roy Grossman, founding partner of MSP Digital Marketing, announced today that Liz Lupinacci has joined the company as Vice President, National Accounts.  MSP Digital specializes in using cross-media applications in the development and execution of targeted marketing communications, content aggregation, and on-demand distribution of customized content for the educational, non-profit, healthcare, financial and retail markets.

According to Mr. Grossman, “As we continue to build the MSP platform, bringing on the most successful talent in the industry is critical for our future growth.  Liz has a demonstrated ability and previous track record in developing strong national accounts for 20+ years in both the higher education and non-profit verticals will be vital to help us achieve our objectives.”

Ms. Lupinacci added, “I couldn’t be more excited to join the MSP team.  Today’s non-profit and higher education professionals require providers that understand the importance of delivering very targeted and specific digital communications messages using customized and personal content and mediums.  MSP’s vision of delivering the means to support its customers’ efforts is truly unique in the industry, and I look forward to contributing to the company’s success.”

Prior to joining MSP Ms. Lupinacci spent over 20 years with Harris Connect, LLC.  During that time she focused on working with clients who were alumni, development and membership association professionals in the higher education and non-profit markets.

MSP Digital Marketing, a unique network of marketing solutions providers, today announced that it has installed the Xerox iGen4^® EXP press at its TecDoc Digital Solutions company in Hudson, MA.  MSP Digital acquired the iGen4 EXP for its superior quality and large sheet size of 14.33″ x 26”, the largest among digital presses, and upgraded its existing Xerox iGen3^® press with iGen4 imaging software at the same time.  With the iGen4 EXP, MSP can deliver a fully variable six page document.

Utilizing a variety of cross-media applications, MSP Digital specializes in the development and execution of highly targeted marketing communications, content aggregation, and on-demand distribution of customized content for a variety of business segments including the educational, non-profit, healthcare, financial and retail sectors.

“When we started MSP almost three years ago, we realized that a paradigm shift in how marketers are reaching their target audiences was well under way, and began to build a business that would help them deliver their message in a variety of digital formats,” said Roy Grossman, founding partner.  “The new iGen4 allows us to further differentiate ourselves and provide our customers with unique print applications that truly stand out in the marketplace.”

David Trombino, CEO of TecDoc added, “The iGen4’s ability to print a larger sheet size provides a much broader array of products that cannot be delivered on other cut-sheet digital presses.  The iGen4 also allows us to get more units out, which is always a major cost-savings advantage for our clients.”  TecDoc now fits three 8.5” x 14” letters on a sheet, rather than the customary two, boosting productivity by 50% and cutting costs by 20%.  Among the new applications TecDoc is producing are variable data pocket folders and personalized six-page newsletters, as well as larger format projects, such as retail signage.

Last year, in its first full year under the MSP Digital umbrella, TecDoc grew sales by 25%.  With the new iGen4, TecDoc expects to grow another 20% in 2011, while MSP Digital projects overall growth of 50%, based on opening DigitalXPress in New Jersey earlier this year.

HYBRID PRINT production, or the integration of digital and offset printing, can take multiple forms and be defined in different ways. Examples include digital imprinting of preprinted offset shells, running inkjet heads in-line with a web offset press or binding line, and building a common workflow for processing files output to a digital press and computer-to-plate system. While the concept may not be new, printers are finding ways to put a new spin on it.

MSP Digital Marketing, headquartered New Canaan, CT, is making imprinting of static shells new again by inverting the usual workflow. The company recently added a Presstek 52DI-AC digital offset press to its all-digital press arsenal, which includes HP Indigo and Xerox iGen digital color presses. Part of its motivation was the ability to image variable data on blank sheets and then run them through the DI to print the static elements and apply a coating to add gloss and protection. Jonathan Fogel, one of four partners, says the digital aspect of the press is what made the Presstek a fit for the company’s DigitalXPress operation in Rockaway Township, NJ. “MSP was started with the specific objective of not being a traditional printing company,” he explains. “We’re working as a resource for our clients to help them figure out the right way to communicate their messages in a digital format. We’re really not defining ourselves as printers, per say, any more.”

Playing the shell game, DigitalXPress now has the capability to run variable data in one color, potentially even on its HP Indigos, and then add full-color static elements on the DI, thereby saving click charges, Fogel points out. In addition, its sister company TecDoc Digital in Hudson, MA, already has black-and-white variable data imprinting capabilities that can be leveraged. Similar capabilities are also under consideration for the New Jersey plant, he adds. While the company’s specialty is very targeted, highly variable pieces of communication in specific vertical markets, its clients also have a need for static printing. Doing that work on an all-digital press isn’t necessarily the most efficient solution, Fogel asserts. “We have a couple of clients that have (short-run, static) work available that’s a perfect fit for the DI.”

Another aspect of MSP’s digital foundation is having a common workflow that extends not only across press platforms, but also across plants. Jobs, or portions of them, can be transferred between plants to take advantage of their different production capabilities and for load balancing, Fogel notes. The New Jersey facility also has a common pressroom, with the Presstek DI alongside the HP Indigos, and the operators are being cross trained.

MSP Digital Marketing, a unique network of marketing solutions providers, today announced that it has installed a Presstek 52DI-AC digital offset press in its Digital XPress location in Rockaway, New Jersey to augment its digital toner-based production. Using MSP Digital’s integrated production platform and Presstek Latitude workflow, the firm’s Hudson, MA location, TecDoc Digital, will also be able to direct work to the 52DI-AC. The firm has approximately 50 employees in three locations in the Northeastern United States, including 13 sales professionals.

“One of MSP Digital’s objectives is to provide our clients with a wide range of high impact visual communication materials to help deliver their targeted messages. The Presstek 52DI-AC enhances our ability to achieve this goal,” said Roy Grossman Founding Partner of MSP Digital.

“The Presstek 52DI-AC is very complementary to the various targeted direct marketing solutions we provide, including our existing color and black & white digital production platform,” adds Jonathan Fogel, Partner at MSP Digital. “The Presstek DI press will allow us to produce longer runs more cost effectively than toner, and it’s extremely high quality output positions us well to work with agencies and to garner business in many of the quality, vertical markets that we serve.”

With a Presstek DI digital offset press, a digital file is sent directly to the press without the use of offline platemaking processes. All plates are simultaneously imaged on press in precise register; automated press settings ensure consistently high quality throughout the run without significant operator intervention. Presstek’s portfolio of DI digital offset presses provides the most environmentally-friendly offset printing solution on the market. Environmental benefits include chemistry-free on-press platemaking, waterless printing, support for recycled papers and vegetable-based inks, no use of fountain solutions significantly reducing VOC’s, and fast make-ready resulting in significantly reduced waste.

“The 52DI-AC is an ideal addition to MSP’s digital production platform,” said Jeff Jacobson, Presstek’s Chairman, President & CEO. “In addition to high-quality static runs of 500 to 20,000, MSP can also make targeted variable communications more affordable by combining production platforms. MSP Digital plans to print variable information first, and overprint static content on the DI, leveraging its inline aqueous coating capability for more efficient production of printed pieces that need that extra durability and ‘pop.’ Most digital shops can’t do that, and this capability gives MSP Digital a competitive edge. MSP Digital also plans to leverage the 52DI-AC’s ability to handle a wide range of stocks, including plastics for lenticular printing, to develop new and innovative applications for its customers. We are very excited to be working with MSP Digital as they continue their double-digit growth, both organically and through acquisition.”