News Byte: Easter Seals Commits to Digital
Deal with Merkle signals digital push.
Easter Seals VP of Direct Marketing Jennifer Bielat says that direct mail continues to be a workhorse for the organization's fundraising efforts, but that digital channels have become a vital source of brand awareness as well as donations.
“We're starting to get some traction there. We're learning the right tactics,” Bielat says. “Over the last five years, we've seen a growth in digital donations of 65%.”
Today, Easter Seals announced the signing of a multi-year deal with Merkle to help maximize its digital fundraising efforts. The plan is to initially focus on email, display advertising, and mobile before expanding activities into SEO, SEM, and social.
“Direct mail remains the core [among nonprofits], but digital continues to increase. Many are investing tens of millions of dollars in the arena,” says Merkle VP of Strategy Jeffrey Patrick. “There's been a revolution in the use of social in just the last six months. It had been used exclusively for engagement, but it's becoming a platform for transactions and loyalty.”
Easter Seals provides aid and services to people with physical and intellectual disabilities.