Venture Philanthropy Partners
Using Online Techniques to Enhance Philanthropy
In June 2004, Venture Philanthropy Partners (VPP) published a report entitled High-Engagement Philanthropy: A Bridge to a More Effective Social Sector. Because the topic was of continuing interest and the report of lasting value, VPP asked Tuvel Communications to develop and execute an online communications strategy for keeping the report alive and current by disseminating it more widely. Marketing efforts for previous reports had included targeted direct mail promotions, but the client wished to use current technology for greater, longer-lasting and more effective outreach.
Goals
VPP wished to increase understanding of and exposure for the potential value of high-engagement philanthropy as a way for nonprofits to expand their access to capital.
Strategy
Tuvel developed a viral marketing strategy and campaign to drive attention to the report, starting by creating one e-mail message that was then customized for each outreach channel. In addition to offering information about the report and concept of high-engagement philanthropy, messages included linking opportunities and report distribution requests. In addition to enhanced distribution of the report, the campaign gave VPP a way to clean up outdated VPP links on partner websites. Tuvel also documented responses and contact information for knowledge-management capture.
Tactics
Tactics included banner links in websites, newsletter mentions, inclusion in online forums, e-mail distributions and exposure in blogs. Online marketing contacts included 300 organizations and groups. A "spread the word" page at the VPP website included banner graphics, content for use in newsletters, and posts for e-mail discussion lists or forums. Program metrics included the number of websites linking to the report and requests for hard copies of the report.
Results
The successful campaign resulted in 70 organizations, including universities, think tanks, membership organizations and major foundations, linking to the report or featuring it in a newsletter, blog, citation or resource listing. VPP also received 650 additional requests for the report from key target audiences.
Achieving Similar Success
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