Fall National Library Consortium Offers Integrated Marketing Campaigns
Despite budget constraints, libraries face ever-increasing demands for services. Aside from special events and personal solicitations, direct mail is becoming the primary tool for library fundraising. Now, in addition to traditional direct mail and telemarketing, libraries can use market-tested campaigns that integrate direct mail, email, online promotions and broadcast and print advertising. Libraries can choose what they need from a full-suite of campaigns and media, customized for their local constituents and communities.
The impact of such integration is dramatic improvement in acquisition, renewals and long-term donor value. Carl Bloom Associates, the originator of the Consortium, presents the Integrated Marketing Solution in its Fall 2006 National Library Consortium program.
Founded in 1999, the Consortium has successfully conducted direct-mail acquisition and special appeals for libraries across the nation. Among Library Consortium participants are the Broward Public Library Foundation, Carnegie Library of Pittsburgh, Queens Borough Public Library, San Diego Public Library, and the libraries of Alameda County, Hartford, Baltimore County, Newark, Las Vegas-Clark County, King County (WA), and Kansas City.
Build a Direct-Response Fundraising Operation
The consortium concept enables libraries to build a successful fundraising "business" without adding an internal direct response staff. Because the Consortium aggregates the mailings of numerous libraries, all participants benefit from the shared cost of lists, production, and lettershop services. The Consortium provides creative customization of the campaigns for the participating libraries, based upon the services each provides to its community and their respective book collections.
The Consortium offerings include:
- Acquisition mailings in both Spring and Fall
- Special appeals, sent out two or more times per year
- Upgrade appeals to mid-level and major gift levels
- Monthly giving appeals
- E-marketing and Telemarketing
The timing of all facets of each campaign is carefully coordinated for maximum impact. All elements work cohesively to reinforce a specific theme and common goal.
Noting the rising importance of online communications to libraries, Carrie Bloom, director of the Consortium said, "Most nonprofits do not yet use email and online services as part of an integrated marketing effort. But we are finding these channels to be key for cultivating and retaining a fundraising constituency. Constituents today expect to be able to interact with their library on their own terms. They want to be able to do online the same things they're used to doing offline. That includes giving to their constituency."
For more information on the National Public Library Direct Marketing Consortium, contact Carrie Bloom at 914-761-2800, ext. 23, or Carl Bloom, ext. 12, or send us email.
