FYI Blog

A Strong Year-end Finish

Last year, we saw the Trump Bump of 2017 morph into a bit of a Trump Slump of 2019 for marketers and nonprofits. So we were thrilled to see our clients’ supporters wholeheartedly respond to our year-end campaigns to end 2019 on an encouraging note. All but one of Avalon’s clients saw an increase in […]

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January 24, 2020

Giving Tuesday’s Impact Continues to Grow

Most of us who work in fundraising were deluged with emails from various nonprofits. But we were also refreshing our donation totals to see how generous donors were being to their favorite causes. In all, Giving Tuesday, the global day of giving, spurred record numbers of charitable giving this week with $511 million raised online […]

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December 5, 2019

Are Your Emails Being Delivered?

With greater volume in everyone’s inbox, it’s becoming increasingly more important (and more difficult) to find a way to stand out in the crowd. But the first challenge to contend with is ensuring your emails actually make it to donors’ inboxes.

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July 9, 2018

What does Netflix have to do with online fundraising?

The Blackbaud Luminate Online Benchmark Report for 2017 is out, with its always-fascinating take on the ups and downs and breakthroughs in online fundraising. This study looks at the metrics of more than 700 non-profits (all Blackbaud Luminate Online customers) to provide overall benchmarks, with those 700 organizations categorized into appropriate sectors, or verticals. There […]

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February 23, 2018

Fasten Your Seatbelts…

Let’s face it: we’re in for another roller coaster year. We know that. What we don’t know is what the high and low points will be; what will trigger or suppress giving; what the political landscape will look like in a year—or tomorrow. As an industry, we need to collaborate more than ever, sharing strategies […]

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January 31, 2018

Strong Year-End = Strong Year Ahead

We’ve been looking at the results from our clients’ year-end digital campaigns, and if your results are anything like ours, it’s a happy New Year indeed. Some takeaways from our analysis: Avalon clients saw strong year-end fundraising results across the board. Some of this success can be attributed to the increased number of emails sent. […]

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January 30, 2018

7 Steps to Giving Day Success

Looking for a way to fundraise off an event or milestone your organization is celebrating? Launch a digital Giving Day campaign to promote your event and bring in revenue at the same time—without breaking the bank. Here are some tips for designing a compelling and effective digital Giving Day campaign: 1. Set your Giving Day […]

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November 14, 2017

Case Study: Multi-channel Marketing Campaign for JFK’s Centennial

JFK Giving Logo v3OBJECTIVE: The John F. Kennedy Center for the Performing Arts is a world-class arts and culture venue and presidential memorial. As JFK’s 100th birthday approached, the Kennedy Center tasked Avalon with creating strategies to leverage the Centennial celebration and events to help fund the Center’s programs, by celebrating JFK’s legacy and enduring impact on the arts.

STRATEGY/AUDIENCE: Avalon designed a comprehensive Centennial campaign spanning all channels, including on-site, social media, email marketing, the KC website and unique landing page, media outreach, direct mail, and telemarketing.

Billed as “35 Days of Giving,” the campaign, which celebrated the 35th president, led up to the 100th birthday of President Kennedy (May 29). The centerpiece of the fundraising campaign was a series of nine compelling emails that Avalon designed—each one building in urgency and with its own case for support. All of the emails also touched on common themes, including The Kennedy Center’s legacy as the nation’s performing arts center and how it has helped to shape the arts across the country and JFK’s legacy and ideals often attributed to President Kennedy: Courage, Freedom, Justice, Service, and Gratitude. The emails also promoted a generous two-to-one matching gift challenge by a Kennedy Center donor. And, as each fundraising milestone was achieved, the Kennedy Center released video content featuring performers highlighting the centennial celebration ideals.

For further branding and a broad reach, we designed advertisements for an online ad campaign that The Kennedy Center managed, and on-site materials, including a campaign brochure, collateral materials for giveaways/prizes (including buttons and tote bags), a banner, and a Playbill insert. We also conducted a telemarketing campaign to reinstate lapsed members, and we added an insert on the Centennial to direct mail gift acknowledgements. The brochure was also mailed to $1,000 current members who the Center could not email and would not be attending any performances during the campaign. Finally, as something new for the Kennedy Center, we coordinated a Thunderclap in the week leading up to the Centennial, in which supporters agreed to let Thunderclap auto-share an update about the campaign, amplifying the reach and visibility of the campaign.

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June 6, 2017