An eCard Experience

Bo Crader - 07.27.2009

I'm often asked for examples of creative, compelling or otherwise "cool" online fundraising campaigns.  So I wanted to share an experience that went well beyond a one-time transaction.


This Mother's Day my wife and I took Anthony's advice (read his piece on Mother's Day eCards- thanks Anthony!) and donated to Doctors Without Borders, sending an eCard to my mom for the occasion.

 

 

 

Sending an eCard in lieu of flowers or a Hallmark™ card made sense for a number of reasons:

 

  • we supported an organization we have come to know and love over the past year (read more about some of the great work of Doctors Without Borders)
  • we were able to share this organization and its work with my mom (she loved it, btw)
  • rather than sending a typical card, the eCard and donation were literally a "gift that will help save lives"
  • the entire process took about two minutes - giving us more time to enjoy spending with *our* own daughter this Mother's Day.

 

What I wanted to write about though, was not the action of sending an eCard, but the overall experience I had with the organization - both as part of sending an eCard, but also afterward. 

 

  • First off, I received an immediate and professional Acknowledgment Email - this is like apple pie and motherhood, but many organizations skip this important step
  • A few days later, I received a welcome packet in the mail - yes, the actual mail.  What impressed me here was both the speed at which the welcome packet followed the eCard (while I was still engaged from the online transaction), but  the actual package exceeded my expectations - including a fold out map of the areas where MSF works.  This was an unexpected "thank you" from the organization, and a nice reminder of how I had in a very small way helped them fufill their mission.   This is also a great example of how organizations can help convert online donors into offline constituents.
  • About a month later, I received an email announcing their Father's Day eCard offerings (view the web page version of the email).  The appeal is well-written, to the point, and speaks directly to the organization's mission.  While I did not follow up with another eCard at this point, I did feel an immediate, tangible, and memorable connection to the story of another father caring for his young son. 

 

Individually each of these touchpoints are well-done, but relatively unremarkable.  Together, however, these are a great example of the strategic fit between online marketing, donor stewardship, direct response, and full circle again back to online marketing.  Perhaps more importantly, this was an experience I won't soon forget.

 

Be sure to read more about Doctors Without Borders and check out their eCards!

 

Have you had a powerful online experience - one that went beyond a few clicks of the mouse?  Post your own experiences with eCards or other interactive campaigns below. 

 

Get free updates of the the blog articles sent to your inbox by entering your email address:

Make sure to check out our Social Media for Nonprofits resources section or brows by topic ...

Popular Posts

Recent Posts


Nonprofit Tech Featured Blog