Chris Carter Marketing 

In 2004, this organization needed a new venture to boost awareness, increase revenues, find new donors, and carve out a uniquely compelling niche in the market.

Chris Carter recommended and implemented long-form DRTV. In January 2005 the program launched on-budget and on-time. Since then over 5000 new monthly donors have been signed up creating a projected ongoing revenue stream worth several million dollars. 

The show won silver at the Canadian Marketing Association awards.

In 2001, the Toronto Humane Society (THS) had a successful history of building monthly giving through DRTV, direct mail, and telemarketing, but something new was needed.

The THS brand was well-known in the community so Chris Carter recommended and implemented a new form of face-to-face fundraising. This form of door-to-door canvassing came with a twist. It was exclusively for monthly giving. In fall of that year the program was successfully launched.

A year later another similar program was launched, this time it was street canvassing, also known as direct-dialogue. At its peak the programs were bringing in over 1000 new monthly donors a month. Within two years, the value of the monthly file had grown from an annual worth of $3 million to $4.4 million. 

Chris Carter was there every step of the way.

This charity wanted to move their Gift Planning program to the next-level from a traditional reactive to a new pro-active strategy.

After weeks of extensive research and data analysis, Chris Carter recommended and implemented a new direct marketing gift planning program. This process involved a thorough analysis of all past estates and the creation of a typical bequest donor profile.

This analysis identified a group of donors who were sent a direct mail piece. This mailing was named by Roger Craver and Tom Belfor's website "The Agitator" as the best ever direct mail.

The new approach has boosted projected legacy revenues by close to $30 million.

This national charity was looking to improve their online presence. Chris Carter, in early summer 2006 was given a September 1st deadline to launch a new website and boost online marketing.

We hit the ground running and the deadline was met, an entire new website was introduced, a centralized database, an on-line community, monthly e-newsletters and seasonal e-appeals were introduced, a marketing plan developed, a new content management system, several viral marketing initiatives and e-commerce were launched.

But it didn't stop there. By the end of the year a new French website and searchword campaign was introduced and early 2007 saw a new volunteer website all integrated within the same system.

In a matter of a few weeks the website was updated and then taken to the next level. In a year web revenues increased by several hundred thousand. This is a ten-fold increase since 2003.

In 2004, this charity wanted to grow their direct mail program.

Chris Carter made a whole series of successful changes. New prospecting initiatives were tested and introduced; a renewal cycle was introduced; full integrated marketing with the website, e-mail, and newsletter began.

The results were clear the first three mailings of the year which had been flat in terms of revenue since 2000. By the start of 2007 revenues on these mailings had increased by 50%.

The end of year holiday alternative gift giving direct mail program was ramped up with E-Commerce, new gift options, and E-appeals. By the end of 2007 the value of the program had doubled in four years.

The full marketing integration had many other benefits. For example revenues from the Newsletter which had been level in a year close to doubled.