Boys & Girls Clubs uses new marketing techniques - WTOC-TV: Savannah, Beaufort, SC, News, Weather & Sports

Boys & Girls Clubs uses new marketing techniques

BEAUFORT, SC (WTOC) - The Boys & Girls of the Lowcountry are using personalized websites to help raise year-end tax deductible donations from Beaufort County and Jasper County residents. The Boys & Girls Clubs of the Lowcountry says they are first non-profit organization in the area to use this type technology as a marketing techinique.

"Non-profits have to work smarter to capture the attention of those able to give," said Boys and Girls Vice President of Resource Developmentt and Marketing Jan Gourley in a news release.

"Despite declining charitable contributions and the economy, people are still giving, "Gourley stated. "Non-profits just have to cast a more targeted net and they need to have a conversation with their donors so they know their investments are used to directly enhance a child's life."

The Boys & Girls Clubs of the Lowcountry has sent out 20,000 holiday cards to residents. The holiday card features a club member holding a holiday message, such as "Happy Holidays John Smith!" It also provides a link to a personalized website, such as johnsmith.lowcountrykids.com. The web page features a personal welcome message and vidoes that will demontrate how the Boys & Girls Club of the Lowcountry beneifits children. The resident will then be able to donate online.

The Kennickell Group is partnering with the Boys & Girls Club of the Lowcountry to help provide the personal websites and data analytics.

"The Boys & Girls Clubs are in the business of creating great futures for each child who walks through our doors, " Debbie Szpanka, director of public relations and marketing, said in a news release. "When you see the kids faces come to life on your computer through each donor's personal website, you can't help but smile and see how these club contribute to the members' successes in academics, athletics and in life."

"We are excited to be one of the first groups in the region to use these marketing tools," Gourley said in a news release. "We were impressed the project costs the same as a direct mail piece and Kennickell's past campaigns have an impressive track record."

The Boys & Girls Clubs of the Lowcountry operates six clubs in Beaufort and Jasper counties: The Boys & Girls Club of Beaufort, the Beaufort Teen Center, the Boys & Girls Club of Sheldon, the Boys & Girls Club of Hilton Head Island, the Boys & Girls Club of Bluffton and the Boys & Girls Club of Jasper County.

Visit the Boys and Girls Clubs of the Lowcountry online at www.bgclowcountry.org.

Copyright 2010 WTOC. All rights reserved.

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