This document provides an introduction to digital marketing and communications. It discusses promoting brands through various digital media channels to reach new audiences and engage constituents. Some strategic goals are to create a branded experience that brings visitors closer to the organization's purpose and programs, reach global audiences and markets, deepen brand affinity and drive engagement, and develop innovative fundraising strategies. The document then outlines various digital marketing channels and discusses digital strategy and workflow. It also provides a case study on a 2012 fundraising sweepstakes campaign conducted by launching an aggressive mission-oriented campaign to reach new audiences, generate prospects, and create deeper engagement leading into a year-end fundraising effort.

1. Introduction to
Digital Marketing &
Communications

2. What is Digital Marketing &
Communications?Digital marketing and communications seeks to promote
brands, reach new audiences and engage constituents
through various forms of digital media. Some of AWF’s
strategic goals include:
– Creating a branded experience that brings visitors
closer to our purpose, programs, and ultimately, the
continent of Africa
– Reaching new global audiences and markets
– Deepening brand affinity and driving engagement
– Developing innovating multi-channel fundraising
strategies to drive new donor relationships and increase
revenue

3. Digital Marketing
Channels

4. The Conversation
Prism

5. Digital Strategy and Workflow

6. Decision
Multi-Channel Online Conversion
IntentConsiderationAwareness
Assist Last Interaction
While direct response is still common, the constituent journey has grown more
complex. Before taking an action, constituents may engage with a brand through
many different media channels over several days.

7. 2013 eNonprofit Benchmarks
17% 2.05%
0.14
%
110%

8. Case Study:
2012 AWF
Safari Sweepstakes

9. “Trip of a Lifetime” Safari
Sweepstakes
 Reach new audiences and generate
member prospects
 Create deeper engagement leading
into year-end fundraising efforts
 Test different methods of online
acquisition
Last year, AWF launched an aggressive
mission-oriented campaign in order to:

10. Sweepstakes Entry

11. Campaign Promotions

12. Affiliate Promotions

13.  Total unique visitors to entry page: 18,091
 Total unique email submissions: 6,889
 Total new prospects acquired: 2,730
 Total submissions by existing: 4,159
 Total Facebook “likes” of landing
page: 1,200
How did we do? The campaign ran for a total of
30 days across web, email, search, social and
partner sites with the following results:
Email
Organic
Affiliate
PPC
Social
Web
Campaign Results
Visits

14. Performance & Analytics

15. Google Analytics – Site Traffic

16. Google Analytics Dashboard – Campaign Detail

17. Google Analytics Dashboard – Campaign Detail

18. Google Analytics Dashboard – Data Visualization

19. Blackbaud NetCommunity– Email
Report

20. Facebook– Social Media Insights

21. Additional Resources and Documents
 M+R eNonprofit Benchmark Study 2013
 The Art & Science of Multi-Channel
Fundraising
 Care2 Best Practices for Email Marketing
 Nonprofit Website Usability Study
 The New Multi-Screen World
 How to Generate Leads Using Facebook
 Google SEO Starter Guide
 Visual Content Creation Guide
Curious to learn more about any of the material discussed
today? The following documents are available in the
“Introduction to Online Fundraising” folder:

22. Questions?