David Lynch Foundation (DLF) is a non profit that teaches meditation to people suffering from traumatic stress such as veterans, victims of domestic violence, and students in under-served schools.

DLF’s previous donation appeals hadn’t utilized the full range of available communications channels, so working with the Foundation's development team, I created DLF’s first multi-channel, integrated donation appeal campaign for Quiet Time, the meditation program for students in under-served schools. Per the Digital Campaign Strategy infographic below, the campaign consisted of the following:

• E-blasts (x3) synchronized with social media posts on Facebook, Twitter, Instagram and YouTube featuring video content. These channels directed potential donors to the donation web page.

• Donation web page enabling online donations. This page was integrated with the SalesForce database mailing list, allowing tracking of all conversions and donation amounts.

• SalesForce tracking and a bit.ly link providing insight into donor behavior, identifying donors, donation amounts, and which channels drove the most traffic to the donation web page.

• Direct mail piece with a tear-off BRC. Research shows that direct mail continues to generate a strong response; this component also contributed insight into donor behavior to help inform future donation appeals.