Brief
The National Center for Police Defense (NCPD), a well-established charitable organization, was facing challenges in utilizing email as a reliable channel for fundraising. Despite investing substantial resources and effort, NCPD’s collaborations with traditional fundraising agencies fell short of generating the desired results.
Recognizing the potential of digital fundraising and understanding the organization’s struggles, Evolution Digital Media (EDM) stepped in with a solution uniquely tailored for NCPD. As a pioneer in digital marketing strategies, EDM proposed a novel approach to address NCPD’s fundraising challenges: a fully contingency-based digital fundraising model.
This model was different from traditional methods. Instead of a fixed fee structure that can often strain a non-profit’s budget, a contingency-based model meant that EDM would share in both the risks and the rewards. In essence, EDM’s remuneration was tied to the success of the program – if the program did not perform as expected, EDM would bear the brunt. This innovative approach made it possible for NCPD to embark on a digital fundraising program without the fear of undue financial risk.
The partnership between NCPD and EDM marked the beginning of a transformative journey for the charitable organization. With EDM’s digital expertise and innovative approach to fundraising, NCPD was given the tools and guidance necessary to navigate the digital fundraising landscape effectively and efficiently.
Developing an Affinity Audience
The content, delivered via email, covered a wide array of law enforcement topics that resonated with the audience, sparking discussions, and driving engagement. This consistent engagement not only enhanced the visibility of NCPD but also fostered a deeper connection between the organization and its potential donors.
Rather than burden NCPD with additional costs such as content development and email deployment, our unique partnership approach came into play. As a key partner in the law enforcement sphere, NCPD leveraged their domain expertise to help produce the content. In turn, EDM took on the responsibility of handling the technical aspects of content deployment and monetization.
Through our collaboration, any advertising revenue generated from the published content was shared, creating a mutually beneficial relationship. This setup effectively minimized NCPD’s financial risk while providing them with a platform to reach out to and connect with potential donors.
The success of this model wasn’t built overnight. It required patience, perseverance, and consistent effort from both NCPD and EDM. Over time, however, the regular circulation of compelling and relevant content gradually cultivated an affinity audience. This community of potential donors, developed at no additional cost to NCPD, proved to be an invaluable asset to the organization’s fundraising efforts.
By nurturing these relationships and steadily growing this affinity audience, NCPD was able to create a sustainable and efficient pipeline of potential donors – a crucial factor in their long-term fundraising success.
Excellent Results
As the development of the affinity audience was set in motion, EDM concurrently worked on devising fundraising packages tailored to this growing audience, aiming to generate direct financial support for NCPD. The strategy was simple yet effective – to leverage the power of engaged communities in driving monetary contributions to causes they resonate with.
Over time, with the consistent and strategic push of relevant content, the affinity audience expanded, giving rise to an increasing number of individuals who were not just interested in law enforcement issues, but were also willing to support them financially. The beauty of this approach was that this entire expansion was executed at no additional cost to NCPD, making the growth of the program as sustainable as it was effective.
As the audience and program grew, the results of the fundraising efforts began to materialize. It started off slow but gained momentum with time. Months into the initiative, the consistent efforts started paying off, with fundraising results starting to build up steadily. This translated into substantial financial support for NCPD – to the tune of tens of thousands of dollars each month.
This fund, collected directly from a community that truly cares about the cause, went straight into supporting law enforcement officers and their families. It was used to back those who put their lives on the line every day, offering them the resources and support they need. This was more than just a fundraising initiative; it was a demonstration of a community’s support for law enforcement and their readiness to contribute to the cause they believed in. The success of this program underscored the power of building an engaged, affinity audience and their pivotal role in fundraising efforts.
James Fotis, President, National Center for Police Defense
In less than two years of continuous work with David and his
team, NCPD and The League have experienced remarkable
results.Evolution Digital Media is the future of digital marketing, and I
recommend their services, they have exceeded
our expectations, and their expertise has proven invaluable in
driving our organizations’ success.
