How combining online and offline fundraising channels can boost overall acquisition rates

Balazs Horvath - Mindwize
Presentation from Impact Space Amsterdam 2024
For more info see https://www.impact-space.org/

1. How to boost overall
acquisition rates?
Impact Space 2024, Amsterdam
Balazs Horvath
Mindwize

2. Combining online and offline
fundraising campaigns
Rolling out a multi-channel (online, DM, TM)
campaigning can lead to:
●reaching people on various channels with similar
messages can potentially boost the overall
response rate of your campaign.
●By strengthen your online presence you can
diversify your fundraising portfolio.

3. DM/Email, Organic,
Website

4. Leadgen and donation journey

5. Timeline

6. Pain points
It doesn’t work, would be easy to say after
running just a couple of tests.
➔NGO profile
Brand awareness (low reads to high
CPL) and existing online database size
(+social followers) effects the campaign
results.
➔Targeting
Targeting the same people on various
channels are complicated, partly due to
GDPR.
➔Measurement
Can’t really track the effect of the
multi-channel approach.

7. How co-targeting with
Facebook ads affects direct
mail acquisition response
rate?

8. Research question and design
Showing Facebook ads for
direct mail acquisition prospects
will achieve an increase in
conversion rate because of the
increased brand awareness and
familiarity during the “ask
period”.

9. Results and key learnings
1.Adding Facebook ads alongside
direct mail acquisition efforts
significantly increases conversion
rates.
2.The importance of building brand
awareness and familiarity with
potential donors before making
the direct ask for donations.
3.Continue to integrate digital
advertising with direct mail
campaigns to maximize the
impact.

10. Do you have any
experience with
multi-channel
campaigns?
Let’s catch-up!