Nonprofit – Strategic Fundraising
With more than 30 years of strategic fundraising experience, Summit Marketing has proven performance with 450+ strategic fundraising clients nationwide. Earning more than 60 national and industry awards for outstanding results and innovation, we are masters at helping non-profit organizations share their stories and missions in ways that connect with and move their prospects and loyal donors into action.
Do you need help spreading your message and better connecting with your audience? Are you looking to inspire them to support your cause so you can glean stronger results? We’d love to help!
• Donor Cultivation
• Lapsed Donor Reengagement
• Middle and Major Donor Program Development
• Sustainer/Monthly Giving Program Management
• Volunteer Recruitment
• Volunteer Software Development
Restarting Loyal Walkers
The American Heart Association experienced a drop-off in retaining previous participants in their annual Heart Walk. Through data-mining and analysis, our team determined the need for a program to re-engage lapsed walkers. This inspired us to create Project ReStart!, a program designed to reach lapsed participants. After using data to identify these lapsed participants, Project ReStart! utilized direct mail and email for a series of three communications, including a survey, a save-the-date and an invitation to the Heart Walk. The survey helped the American Heart Association pinpoint what issues to address when attempting to reengage lapsed walkers. The result was a 10.4% re-engagement rate. In fact, the re-engaged participants raised more dollars on average than those who participate year after year.
Strategic Fundraising Resource Guide
For more than 30 years, Summit Marketing has developed national brand-centered, client-specific catalogs. These catalogs feature direct marketing, email and multichannel campaigns to address the specific needs of local chapters/units throughout the American Red Cross and The Salvation Army.
These annual catalogs include detailed year-round mail and digital appeals — complete with letter copy, package design and recommended mail schedules. The catalogs provide brand-consistent and turnkey solutions for our clients’ direct mail programs, while at the same time offering a great deal of flexibility in customization. The catalogs include, but are not limited to, the following:
- An integrated marketing calendar
- Creative utilizing relevant donor information to segment messages and packages
- Localized and customized copy to the region and/or unit level and coordinating graphics for use in social, web and print support
- Appeals based on donor lifecycle and “Thank You” letters specific to each appeal
- Online content library and archives of past appeals for different areas
As part of our unit-specific catalog solution for The Salvation Army, Summit Marketing developed an Online Resource Center. Besides being an online catalog of monthly direct mail and email appeals available at the local level, this website offers:
- The Social Media Center — A
membership basedarea where local development staff has access to social media posts, infographics and a scheduling tool to make updating Facebook and Twitter with relevant and integrated content quick and easy.
- Press Release Templates — These correspond with all direct mail control appeals, providing staff at the Corps level a quick guide to get information out to the public.
- Integrated Online Calendar — This allows you to plan channel communications in order to strategize and track donor communication, call-to-action requests
andtiming to avoid confusion and unintended correspondence overlap.
fully integrated direct mail communications
Cultivating Middle Donors
As in most development programs, 80 percent of revenue was coming from 20 percent of donors. While attention to high-end donors was strong, the American Red Cross needed to increase the donations from their “middle” donors, or those typically giving $250-$1,000 per year. Summit Marketing created Red Cross Major Donor Track, a comprehensive mail program that speaks to the needs of these devoted donors. We fully integrated direct mail communications with internal mailing calendars to coordinate messages, eliminate duplication and reduce overall mail volume. As a result, middle donors felt more informed and increased their average gift amounts.
Humane Society Newsletter
Good Tales is a biannual newsletter that showcases stories and events, as well as offers a glimpse behind the scenes at the local Humane Society. With an emphasis on owner education and rescue stores look in the daily goings-on at the Humane Society. It also gives donors a chance to see all the ways their generosity is making an impact in their community.
The newsletter resonated with donors, boasting a response
return on investment
One Day Event Brings in More Than $1 Million Dollars in Sustainer Giving
The Salvation Army Bed & Bread Club® Radiothon in Detroit is the largest single-market, single-day fundraiser in the country. The money raised helps the Bed & Bread Club, a monthly giving program, provide 4,000 meals each day and shelter 450 people each night in Detroit.
Summit Marketing developed a multi-channel campaign that drove awareness surrounding the upcoming event. Our key strategy was to drive off-season revenue, engage our email audience in a critical need and persuade donors to financially support The Salvation Army’s Bed & Bread Club Radiothon. The Radiothon is held in February to draw attention to the ongoing needs of the Metro Detroit community after the holiday season fades. The email series was part of a high-profile social/digital campaign that raised significant funds for a well-respected Salvation Army service program that has a measurable and meaningful impact on Metro Detroit.
The Radiothon’s email series had a gross revenue of $19,105, which is attributed directly to these emails. The return on investment of the campaign as a whole was 648% and total donations including those made by phone and in person topped $1.3 million.
rise in engagement
Holiday Advertising Campaign
By increasing the use of their social media platforms, The Salvation Army Intermountain Division grew its brand substantially. We helped them run a highly successful paid advertising holiday campaign in the Denver area which allowed both their budget and geographic area to expand. As a result of the campaign, the Intermountain Division increased their dollars raised by 43% and engagement rose by 87%.