Seattle’s Union Gospel Mission

In today’s multi-channel world, single-channel marketing is doomed.

There is a seismic shift occurring today all across the fundraising landscape: donors are increasingly operating in a “multi-channel mode.” For example, even if a direct mail acquisition piece asks for a response by mail, research shows that anywhere from 40% to 60% of donors will elect to first do further research online.

This shift in donor behavior means nonprofit organizations must change their approach to marketing just to keep pace. Masterworks goes beyond simple messaging across multiple channels to fully engage donors as active participants in ministry.

Synchronized, multi-channel impact programs maximize ROI and increase net revenue for ministry, while delivering faster, more sustainable results. Rather than simply delivering consistent messaging through different channels, a truly integrated campaign will enhance the donor experience — and donor satisfaction — at every point of contact.

Masterworks’ integrated multi-channel strategy focuses on delivering a consistent “customer experience” for donors across multiple media, formats and vehicles in a single campaign. Given the multi-channel reality of our world today, it’s critical that nonprofit organizations adopt an integrated multi-channel mindset.

The problem.

In order for Seattle’s Union Gospel Mission to expand their donor base and boost revenue, the organization needed to take advantage of all available marketing channels.

Past marketing efforts used multi-channel campaigns including radio, direct mail, print and other media to raise awareness of the plight of the homeless, but were not fully integrated. This had been effective for Thanksgiving and Christmas events, and helped Seattle’s residents view the fall season as a time to give generously.

An integrated approach based on strategic objectives and centered on defined audiences could broaden visibility of the need and engage Puget Sound residents in responding to the need.

Building a successful strategy.

To help take the marketing of a need to the next level, Masterworks recommended a fully integrated campaign that would bring greater messaging exposure and more meaningful choices for those who wanted to respond.

The campaign was built around the slogan, “One Meal . . . One Hope.” The aim was to advance the heart of the Mission’s work beginning with a memorable catchphrase. “One Meal” spoke to the basic needs of the poor and homeless. “One Hope” pointed to the promise of a future through the Mission’s work of rebuilding broken lives.

Goals across all platforms were expressed in terms of help provided. Estimated numbers of meals and nights of shelter were expressed as what the Mission hoped to provide, while emphasizing the intention of providing for everyone who came for help.

Individual components reinforced each other, consistently driving donors to a variety of giving options:

Direct mail appeals used the proven approach to Thanksgiving and Christmas while introducing the “One Meal . . . One Hope” slogan and reaching out to their core donor base.
Press releases, posters and other print media were circulated throughout the city appealing to potential new donors concerned for the homeless.
Radio spots called attention to the 5K Run, a public event to raise awareness and help feed Seattle’s hungry and homeless.
Promotional items featuring the campaign slogan and logo included T-shirts given out at the 5K Run and canvas grocery bags that were sold online.
A telemarketing effort for Thanksgiving meals used language of the campaign calling attention to both the immediate need to feed and shelter, while pointing to the longer-term hope of restored lives.
Email appeals drove donors directly to an online giving option while pointing them to a landing page on the Mission website with interactive elements.
Other web components included banner ads on the Mission home page with prominent links to both informational pages and the donation page.

Confirming the strategy’s success with results.

The campaign exceeded expectations (and projections). All told, there were more than 7 million impressions. Website traffic grew 57% and at a time when many rescue missions saw income declines, Seattle’s Union Gospel Mission’s year over year income grew 2%.

More significantly, these results demonstrate success in broadening the visibility of both the needs of the homeless, and the work of the Mission to meet their basic needs first, and then begin work on the redemptive path toward hope and restoration for the long term.

A clear conclusion we can draw is that multi-channel campaigns work. To do it efficiently calls for early planning and solid coordination of efforts with many people involved. Begin by casting a vision, then involve all departments in the creative process.

To learn more about how Masterworks can help you build a multi-channel campaign contact Corey Gordon This e-mail address is being protected from spambots. You need JavaScript enabled to view it or by phone at 360.865.2205.

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