This document discusses how to balance new and traditional media to connect with donors. It provides best practices such as being real, transparent, realistic, creative, and connected. New technologies allow you to reach bigger audiences but traditional media remains important for engagement. The key is putting your audience first and leveraging relationships in new and innovative ways. Examples are provided of how organizations have successfully used media strategies to raise money and awareness.

1. CONNECTING WITH YOUR DONORS:
How to Balance New & Traditional Media
Mitch Maxson
Scott Henderson
www.mediasauce.com
46th AFP International
Conference on Fundraising
March 29 – April 1, 2009
New Orleans, Louisiana

2. Introductions
 Scott Henderson
• Major Gift Fundraiser
• Capital Campaign Consultant
• Foundation Executive Director
• Cheese Club Founder
 Mitch Maxson
• Senior Creative Director
• Digital Strategist
• Author
• 1985 Perry-Worth Elementary Trike Race Champion
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org

3. plate.
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I think
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 You can reach new donors and retain
current ones.
Threecan forge meaningful relationships with
 You Lessons
bigger audiences.
 You can raise 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
more money and make a

5. @ the sauce.

8. Non-profiteers, you can do
better.

9. fig. 1: brain at rest

12. Best practices.
• Be real • Be transparent
• Be realistic • Be creative
• Be passionate • Be connected

13. Take Away #1
Welcome to the
Interconnected Age.

14. Media =
Community.
Buy it. Earn it. Build it.

15. $3 per copy

16. 6th copy youʼve sent

17. overnighted 8 weeks ago

18. For 400+ years, printed materials were the cutting edge of
marketing technology, and virtually the only way to reach a
“mass” audience.

19. You may have
heard that new
technologies
came along.

20. 8
Years it took newer marketing tools to reach an audience of
50 million

21. 3
Years it took newer marketing tools to reach an audience of
50 million

22. 4 ET
RN
E
T
IN
Years it took newer marketing tools to reach an audience of
50 million

23. 3
Years it took newer marketing tools to reach an audience of
50 million

24. 2
Years it took newer marketing tools to reach an audience of
50 million

25. We believe
in all this
technology
stuff.

26. We believe
technology
alone isnʼt
what matters.

27. Technology is
only as good
as the people
it connects.

28. Take Away #2
Great ideas and
powerful stories are the
answer.

29. Despite the technology leap,
traditional media still remain
a primary vehicle for driving
engagement and education.
Why?

30. We are in
unprecedented
times...

31. Where time moves
more quickly than
it ever has before

32. Where speed
takes on a
whole new
meaning.

33. Where
personalization
takes on a
whole new
meaning.

34. Where
instant
takes on a
whole new
meaning.

35. Where budgets are fall
ing
...

36. Everyone is
overwhelmed
with brands, messages,
and options.
(You will see more than 4,000 ads today.)

41. Take Away #3
Your audience always
comes first. Donʼt do
“it” for yourself.

42. Best practices.
• Be real • Be transparent
• Be realistic • Be creative
• Be passionate • Be connected

43. Be real.
• Authenticity = Trust
• Find like-minded partners
• Opportunism rarely goes unpunished

44. Be realistic.
• You canʼt make anything “go viral”
• Some people just donʼt care about you
• Some people do
• Those people will help you find others like them

45. Be passionate.
• If you wonʼt bleed for it, who will?
• Long-term commitments
• Anticipate criticism and skepticism

46. Be transparent.
• What are you getting out of this?
• Treat every donor like an investor
• What are your plans for the future?
• No secrets, no surprises

47. Be creative.
• You donʼt have to follow the template
• Think BIG
• Stand apart from the noise
• Where youʼve been ≠ where youʼre going

48. Be connected.
• Itʼs all about people
• Leverage relationships in new ways
• Seek out ideas and leadership
• Social media allows breakthrough ideas to spread

49. Best practices.
• Be real • Be transparent
• Be realistic • Be creative
• Be passionate • Be connected

50. Hows about a few
examples?

51. Leveraging relationships to pursue a big idea.

53. Move beyond a coupon to engage an audience.

60. Earned media drives foot traffic.

61. Manny.

63. So far, more than 2 million pairs of shoes have been
distributed by Samaritanʼs Feet.

66. Saving a small town with a simple media strategy.

68. 500,000+ meals in a week.

74. Best practices.
• Be real • Be transparent
• Be realistic • Be creative
• Be passionate • Be connected

75. thanks you
Keep learning @ www.mediasauce.com
Scott Henderson:
scott.henderson@mediasauce.com
Twitter @scottyhendo
Mitch Maxson:
mitch.maxson@mediasauce.com
Twitter @mitchmaxson

76. Technology adoption rates
statistics found via
The New York Times
“You Are What You Spend” Cox, Alm. February 10, 2008.

77. CONNECTING WITH YOUR DONORS:
How to Balance New & Traditional Media
Mitch Maxson
Scott Henderson
www.mediasauce.com
46th AFP International
Conference on Fundraising
March 29 – April 1, 2009
New Orleans, Louisiana