At DigiRaise, Samara Gentle from Vinnies will detail the digital strategy her organisation used to secure a 346% boost in revenue from email campaigns.

In 2017 Samara Gentle, the National Digital Marketing Specialist at the St Vincent de Paul Society, created and implemented the iconic organisation’s first national digital marketing strategy in-house.

The strategy was created after Vinnies, which is one of Australia’s oldest and most respected charities, identified digital as an effective way to communicate to donors why its brand is special and worthy of support.

At the upcoming DigiRaise conference, which will be held from 13-14 June at the Melbourne Convention & Exhibition Centre, Gentle will detail how understanding her organisation’s internal capacity and setting realistic goals helped lead to success.

During the conference, Gentle will reveal the checklist and key elements she believes any organisation can use to create a strategy from scratch. She will also share results and tactics from the first 12 months of delivery, which saw significant increases in online donations, revenue from digital advertising and social media, and a 346% increase in revenue from email campaigns.

Late last year, Gentle told F&P about the important role effective storytelling played in crafting the strategy and making Vinnies stand out from the crowd.

“While developing our strategy we looked at what was already working well for us in the digital space and, no surprises, it was our storytelling. Not necessarily the painstakingly crafted online articles or perfectly formatted Facebook posts. It was in the imperfect,” Gentle said.

Learn more about Vinnies’ digital fundraising strategy at DigiRaise

At DigiRaise, Vinnies’ National Digital Marketing Specialist Samara Gentle will provide the checklist and key elements she believes any organisation can use to create a digital strategy from scratch.
Click here for more information and to register.

“The photo taken by Bev in the Cootamundra shop, the story of Alison who received a week of groceries from a Vinnies volunteer, or the Simms family who without Vinnies would be living in their car during winter.

“The popularity and sentiment of the comments on social media about these stories is overwhelmingly beautiful. It’s our standout point and aligns perfectly with our brand and mission.”

Gentle said her biggest piece of advice is to work out what fits with your brand and organisation’s mission, rather than just replicating what works elsewhere.

“Not everyone has a network of over 600 charity shops or a corporate fundraising event that garners news headlines each year. Yet we all see other great organisations doing standout things. The real magic is when they align head and heart,” she said.

At DigiRaise, Vinnies’ National Digital Marketing Specialist Samara Gentle will provide the checklist and key elements she believes any organisation can use to create a digital strategy from scratch.
Click here for more information and to register.

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