Integrated Marketing

                                 C. Eric Overman, mba
                                  VP, Digital ...
C. ERIC OVERMAN, MBA

    • 15         years of direct response experience

    • AMA                  2009 Nonprofit Marke...
TODAY’S TOPIC

    • How    to improve your fundraising efforts through integrated
        marketing

    • Understanding ...
New Fundraising Landscape
                           How did we get here?




Saturday, April 10, 2010                    ...
US INTERNET CONNECTIONS
              TRENDS
                                                 June 2000 – March 2009
     ...
PATTERN OF INCREASED
                        INTERNET USE
         Average time spent online per week by US adult Internet...
FASTER DOWNLOAD SPEEDS &
             “ALWAYS ON” CONNECTIONS
                                                            ...
TECHNOLOGY COSTS
                                DOWN




Saturday, April 10, 2010                      8
APPLICATIONS WITHOUT
Saturday, April 10, 2010
                                 FRONTIERS        9
Saturday, April 10, 2010   10
Integration:
                            Breaking Down Silos
                           Multichannel Fundraising



Saturd...
THE TROUBLE WITH SILOS




Saturday, April 10, 2010                 12
EFFECTS OF UN-INTEGRATED
     ORGANIZATIONS/MARKETING
         •   Centralized operations = less empowerment

            ...
MESSAGE/CHANNEL INTEGRATION IS A
      MORE URGENT PRIORITY THAN EVER


     “Some of the most fundamental problems fundra...
TRADITIONAL MARKETING VS
        INTEGRATED MARKETING




                           Source: Convio - The Next Generation ...
EVERYONE IS A BRAND
                               AMBASSADOR




Saturday, April 10, 2010                         16
FUNDRAISING TRENDS




Saturday, April 10, 2010                        17
HISTORICALLY, DIRECT MAIL

    • Content              created by marketing team

    • Response              measured by: ...
“HOUSTON, WE HAVE A
                           PROBLEM.”
    • “Aggregate  mailers have reported almost a 20 percent decli...
Senior Donors




                            Boomer Donors




    •   “Matures represent more than 20 percent of the tot...
ONLINE GIVING GROWTH
                    CONTINUES


                           UP
                           46%
        ...
2009 AVERAGE GIFT AMOUNT

                                         By Sector
                                         Busi...
YEAR OVER YEAR GROWTH
                                                        Growth Rates


                         65%h...
TOP CHARITY INFORMATION
       CHANNELS BY GENERATION




Saturday, April 10, 2010         24
WHAT IS THE APPROPRIATE
           VEHICLE FOR SOLICITATION




                           Source: Convio - The Next Gener...
IT’S A MULTI-CHANNEL
                                   WORLD
        • Most significant impact trend = world is multi-chan...
INTEGRATED GROWTH

         • Develop consistent and compelling messaging
                     throughout all media.

    ...
Optimize, Integrate, & Outreach



Saturday, April 10, 2010                   28
ONLINE PRESENCE
                            Satisfaction is predictive of future
                           behaviors impo...
57%
                           more likely to have a favorable
                                                           ...
WEB IS A BRAND’S FIRST
Saturday, April 10, 2010
                                IMPRESSION          31
SEARCH: SEO & SEM
                           SEO — Search Engine Optimization
                            SEM — Search Eng...
Organic   PPC



Saturday, April 10, 2010                   33
PAID VS ORGANIC SEARCH


               • Over     50% of all online ad spend is on search: $10
                    billio...
ANALYTICS &
                           MEASUREMENT
                New Challenges & The Ultimate Information




Saturday,...
KEY WEB ANALYTICS TASKS
    •   Mining for
        customer insights

    •   Tracking marketing
        impact

    •   T...
RECONSIDERING
                            CONVERSION
                                     X   Conversion
                 ...
CONVERSION IS A PROCESS
               NOT AN EVENT
                           X   Conversion
                            ...
INTEGRATE OFFLINE &
                                 ONLINE
           • Expand the reach

           • Increase ROI & LTV...
INTEGRATED MARKETING




Saturday, April 10, 2010                 40
SOCIAL MEDIA




Saturday, April 10, 2010                  41
DIGITAL ENGAGEMENT &
                        SOCIAL MEDIA
                                                           Consu...
ACTION TAKEN AS A RESULT OF
      NONPROFIT SOCIAL MEDIA
                           Talked to friend or
                  ...
Source: Socialnomics Social Media ROI


Saturday, April 10, 2010                                           44
Source: Socialnomics Social Media ROI


Saturday, April 10, 2010                                           45
“GIVING VIA MOBILE/TEXT AND SOCIAL NETWORKS
            REGISTERED AS EMERGING CHANNELS FOR GEN X AND Y
            DONORS...
SOCIAL MEDIA SNAPSHOT




Saturday, April 10, 2010               47
SALVATION ARMY
            CONVERSATIONS JANUARY
                           20%
              12%                      Med...
SALVATION ARMY TOP
                  DOMAINS & AUTHORS IN
                        JANUARY
           Rank            Domai...
Saturday, April 10, 2010
                                                           48%
                                  ...
0
                                     500
                                    1000
                                    15...
RECOMMENDATIONS

    • Influencer               Outreach

    • Increased               support of UGC

    • Faster       ...
Saturday, April 10, 2010   53
TOOLS YOU CAN USE

           1. Google Alerts is a comprehensive monitoring tool. It monitors nearly every corner of the ...
TOOLS YOU CAN USE


           8. Twendz is a Twitter monitoring and measurement tool that provides a look
           into...
TOOLS YOU CAN USE


           5. Co-Tweet & HootSuite are tools for sharing & monitoring marketing
           messages. T...
ERIC OVERMAN


    • eric.overman@grizzard.com

    • www.ericoverman.com

    • www.twitter.com/ericoverman




Saturday,...
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Integrated Marketing - Overman

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Session Title: Building a Cohesive Marketing / Development Partnership for your Nonprofit - [177]

Join us for a discussion on how to improve your fundraising efforts through integrated marketing. It’s important to understand the changes taking place today in both disciplines, and how these shifts are reshaping the way we approach both fundraising and marketing. In this workshop, a seasoned veteran with 15+ years experience as a nonprofit leader and business executive will outline exactly what you need to do to be successful at both.

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Integrated Marketing - Overman

  1. 1. Integrated Marketing C. Eric Overman, mba VP, Digital Marketing Grizzard Communications Group Saturday, April 10, 2010 1
  2. 2. C. ERIC OVERMAN, MBA • 15 years of direct response experience • AMA 2009 Nonprofit Marketer of the Year • Vice President of Digital Grizzard Communications Group • Past Online Director @ Operation Smile Saturday, April 10, 2010 2
  3. 3. TODAY’S TOPIC • How to improve your fundraising efforts through integrated marketing • Understanding changes in fundraising and marketing and how those affect the work you do • What you can do to take advantage of marketplace and landscape shifts Saturday, April 10, 2010 3
  4. 4. New Fundraising Landscape How did we get here? Saturday, April 10, 2010 4
  5. 5. US INTERNET CONNECTIONS TRENDS June 2000 – March 2009 Broadband at home Dial up at home 70% 60% 50% $ Connection % 40% 30% 20% 10% 0% JUNE 2000 MARCH 2002 APRIL 2004 MARCH 2006 DEC 2007 AUG 2008 Saturday, April 10, 2010 5
  6. 6. PATTERN OF INCREASED INTERNET USE Average time spent online per week by US adult Internet users, 2001–2008 (hours) Hours 14 14.00 12.25 11 10.50 9 9 9 8.75 8 7.00 7 7 5.25 3.50 1.75 0 2001 2002 2003 2004 2005 2006 2007 2008 Note: Ages 18+ Saturday, April 10, 2010 6
  7. 7. FASTER DOWNLOAD SPEEDS & “ALWAYS ON” CONNECTIONS Dial up subscribers Additional increment of broadband subscribers 90% 80% 18% 70% 21% 33% 60% 50% 40% 24% 30% 24% 24% 24% 20% 10% 19% 17% 0% l o t ng s TV ng ng o ai ha lip de di Em rfi pi ki Ra C g C Vi or op g/ in Su o To ng ch w de in Sh et al at di ag Vi ng N er W oa s g ni en al es nl in te ci G M ow ch So s Li at D W Saturday, April 10, 2010 7
  8. 8. TECHNOLOGY COSTS DOWN Saturday, April 10, 2010 8
  9. 9. APPLICATIONS WITHOUT Saturday, April 10, 2010 FRONTIERS 9
  10. 10. Saturday, April 10, 2010 10
  11. 11. Integration: Breaking Down Silos Multichannel Fundraising Saturday, April 10, 2010 11
  12. 12. THE TROUBLE WITH SILOS Saturday, April 10, 2010 12
  13. 13. EFFECTS OF UN-INTEGRATED ORGANIZATIONS/MARKETING • Centralized operations = less empowerment • Average participation is shallow • Fundraising overhead 25% greater than integrated organizations • “Front line” excluded • Less equal playing field for non-marketing departments • Organizations & their work not tuned to constituent passions Saturday, April 10, 2010 13
  14. 14. MESSAGE/CHANNEL INTEGRATION IS A MORE URGENT PRIORITY THAN EVER “Some of the most fundamental problems fundraisers face are more organizational than technological. In most organizations, direct mail and online fundraising are managed in separate departments, each with its own goals, some of which may be in competition with each other.” “Itʼs not unusual for control of the website, social marketing outreach, and email communications to each live in separate silos within a large nonprofit. While these outcomes may have reduced internal strife, this approach is fatal to effective multichannel marketing.” Source: Convio - The Next Generation of American Giving Saturday, April 10, 2010 14
  15. 15. TRADITIONAL MARKETING VS INTEGRATED MARKETING Source: Convio - The Next Generation of American Giving Saturday, April 10, 2010 15
  16. 16. EVERYONE IS A BRAND AMBASSADOR Saturday, April 10, 2010 16
  17. 17. FUNDRAISING TRENDS Saturday, April 10, 2010 17
  18. 18. HISTORICALLY, DIRECT MAIL • Content created by marketing team • Response measured by: 1) Size of donations, & 2) Amount of donations. • “[Historically] while typically only one in 100 letters yields a gift, eventually the process pays for itself as those donors give again.” Convio - The Next Generation of American Giving Saturday, April 10, 2010 18
  19. 19. “HOUSTON, WE HAVE A PROBLEM.” • “Aggregate mailers have reported almost a 20 percent decline in new donor acquisition over the last 5 years.” Convio - The Next Generation of American Giving • Rate increases in January 2011 • Reduce mail delivery frequency from 6 to 5 days a week • Close and consolidate existing postal facilities Saturday, April 10, 2010 19
  20. 20. Senior Donors Boomer Donors • “Matures represent more than 20 percent of the total donor universe, and 26 percent of contributions.” Convio - The Next Generation of American Giving Saturday, April 10, 2010 20
  21. 21. ONLINE GIVING GROWTH CONTINUES UP 46% 2009 Source: Blackbaud 2009 Online Giving Trends Report Saturday, April 10, 2010 21
  22. 22. 2009 AVERAGE GIFT AMOUNT By Sector Business/Corporation $194.05 Cultural $112.47 Family/Human Services $154.13 Foundations $209.53 $144.7 Average online gift Healthcare Hospitals Higher Education $95.21 $120.61 $204.05 Independent Schools $371.62 Other $110.04 Recreation/Social $134.31 Religious $196.44 Source: Blackbaud 2009 Online Giving Trends Report Saturday, April 10, 2010 22
  23. 23. YEAR OVER YEAR GROWTH Growth Rates 65%had Amount raised by organization Growth $1,000,000 35% of nonpro ts $500,000 – $999,999 19% positive YOY online revenue growth. $100,000 – $499,999 28% $50,000 – $99,999 13% 21% Median online growth $10,000 – $49,000 All Organizations 3% 21% Source: Blackbaud 2009 Online Giving Trends Report Saturday, April 10, 2010 23
  24. 24. TOP CHARITY INFORMATION CHANNELS BY GENERATION Saturday, April 10, 2010 24
  25. 25. WHAT IS THE APPROPRIATE VEHICLE FOR SOLICITATION Source: Convio - The Next Generation of American Giving Saturday, April 10, 2010 25
  26. 26. IT’S A MULTI-CHANNEL WORLD • Most significant impact trend = world is multi-channel • Donors who give both online and offline give just under twice as much as donors who only give through one channel. • Integrated, multi-channel donors are the most loyal and highest revenue-generating donor segment and have the highest reactivation rate • When online and offline channels are coordinated to work together, there can be a 25% to 33% lift Saturday, April 10, 2010 26
  27. 27. INTEGRATED GROWTH • Develop consistent and compelling messaging throughout all media. • Identify strategies to increase new donors. • Increase donor retention. • Regain lapsed donors. Saturday, April 10, 2010 27
  28. 28. Optimize, Integrate, & Outreach Saturday, April 10, 2010 28
  29. 29. ONLINE PRESENCE Satisfaction is predictive of future behaviors important to nonprofits. Saturday, April 10, 2010 29
  30. 30. 57% more likely to have a favorable 65% more likely to overall impression recommend the site 38% more likely to volunteer 49% more likely to donate Saturday, April 10, 2010 30
  31. 31. WEB IS A BRAND’S FIRST Saturday, April 10, 2010 IMPRESSION 31
  32. 32. SEARCH: SEO & SEM SEO — Search Engine Optimization SEM — Search Engine Marketing Saturday, April 10, 2010 32
  33. 33. Organic PPC Saturday, April 10, 2010 33
  34. 34. PAID VS ORGANIC SEARCH • Over 50% of all online ad spend is on search: $10 billion in 2008 • January 2010: 10.2 billion searches • Natural still reigns Saturday, April 10, 2010 34
  35. 35. ANALYTICS & MEASUREMENT New Challenges & The Ultimate Information Saturday, April 10, 2010 35
  36. 36. KEY WEB ANALYTICS TASKS • Mining for customer insights • Tracking marketing impact • Tracking conversions • Tracking user journeys through the site • Optimizing websites and landing pages Saturday, April 10, 2010 36
  37. 37. RECONSIDERING CONVERSION X Conversion Point Entry Point Saturday, April 10, 2010 37
  38. 38. CONVERSION IS A PROCESS NOT AN EVENT X Conversion Point Entry Point Saturday, April 10, 2010 38
  39. 39. INTEGRATE OFFLINE & ONLINE • Expand the reach • Increase ROI & LTV • Impact all communication channels (white mail, internet, direct mail, phone) • Raise awareness and educate the prospects as well as the donors Saturday, April 10, 2010 39
  40. 40. INTEGRATED MARKETING Saturday, April 10, 2010 40
  41. 41. SOCIAL MEDIA Saturday, April 10, 2010 41
  42. 42. DIGITAL ENGAGEMENT & SOCIAL MEDIA Consumer Trust A review from a friend A review in mainstream media A review by a known expert A customer review on a retailer’s site An online review by the editors of a site A review by an online blogger 0 23 45 68 90 From Groundswell: Winning in a World Transformed by Social Technologies, Copyright 2008 Forrester Research, Inc. Saturday, April 10, 2010 42
  43. 43. ACTION TAKEN AS A RESULT OF NONPROFIT SOCIAL MEDIA Talked to friend or family member 54% Made financial contribution to the organization 41% 80% Made financial contribution to a cause the organization supports 34% Volunteered for the organization 31% Attended an event sponsored by the organization 30% 60 Contacted an elected representative 25% have taken Contacted a media outlet action 70 to express opinion 14% 80 None 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Survey of engaged Americans, Harris Interactive Saturday, April 10, 2010 43
  44. 44. Source: Socialnomics Social Media ROI Saturday, April 10, 2010 44
  45. 45. Source: Socialnomics Social Media ROI Saturday, April 10, 2010 45
  46. 46. “GIVING VIA MOBILE/TEXT AND SOCIAL NETWORKS REGISTERED AS EMERGING CHANNELS FOR GEN X AND Y DONORS.” CONVIO - THE NEXT GENERATION OF AMERICAN GIVING Saturday, April 10, 2010 46
  47. 47. SOCIAL MEDIA SNAPSHOT Saturday, April 10, 2010 47
  48. 48. SALVATION ARMY CONVERSATIONS JANUARY 20% 12% Media Types Videos 219 Forum posts 421 6% Images 439 Facebook 760 4% Blog comments 992 3% Mainstream news 1,421 2% Forum replies 3,053 1% 1% Twitter 4,891 51% Blog posts 12,631 4% 4% Sentiment Negative 1,746 Positive 1,920 Mixed 39 Neutral 40,180 92% Saturday, April 10, 2010 48
  49. 49. SALVATION ARMY TOP DOMAINS & AUTHORS IN JANUARY Rank Domains Posts Rank Author Posts 1 twitter.com 14,236 1 The Salvation Army Northwest Division 298 2 ickr.com 1,617 2 Gatehouse Media, Inc. 290 3 facebook.com 1,511 3 Armysupporter 163 4 reddit.com 969 4 Salvationarmyindiana 141 5 topix.com 664 5 chipkhan 118 6 city-data.com 477 6 audragon36 117 7 youtube.com 366 7 Entertainment – Google News 116 8 wickedlocal.com 353 8 Salvation Army 115 9 community.babycenter.com 217 9 Salvationarmy.ca 114 10 messageboards.aol.com 207 10 headphonaught 97 11 weightwatchers.com 204 11 serial crack keygen 94 12 huffingtonpost.com 179 12 The Salvation Army Florida Division 92 13 com.com 174 13 David Anttony 89 14 microsoft.com 168 14 louisfantom 82 15 hi.baidu.com 166 15 TSA International Development UK 79 16 youtube.com 164 16 Salvation Army Southern California 78 17 digg.com 153 17 The Salvation Army – Nashville 76 18 persian-forums.com 143 18 el massiy 74 19 democraticunderground.com 142 19 laser 74 20 friendfeed.com 140 20 colin.cooper 73 Saturday, April 10, 2010 49
  50. 50. Saturday, April 10, 2010 48% 1/ 1 14% 2/ 20,000 ! 40,000 ! 60,000 ! 80,000 ! 100,000 ! - ! 1/ 20 14 10 / ! 1/ 20 Red Cross & Haiti 294,325 Other Haiti posts 233,956 16 1/ 10 / 1 ! 1/ 20 2/ Salvation Army & Haiti 86,314 20,000 ! 40,000 ! 60,000 ! 80,000 ! 120,000 ! 100,000 ! 140,000 ! 120,000 ! 140,000 ! - ! 18 1/ 10 20 / 1 ! 1 1/ 20 4/ 0! 20 1/ 10 20 / 1 ! 1 1/ 20 6/ 0! 22 1/ 10 20 / 1 1! 1 1/ 20 8/ /1 0! 24 1/ 10 202/ 38% 20,000 ! 40,000 ! 60,000 ! 80,000 ! 100,000 ! 120,000 ! 140,000 ! - ! / 2 1! 1 2 1/ 20 0/ /1 0! 01 26 1/ 10 204/ 0! / 2 1! 1 2 1/ 20 2/ /1 0! 01 28 1/ 10 206/ 0! / 2 1! 1 2 1/ 20 4/ /1 0! 01 Word cloud 30 1/ 10 208/ 0! /2 261! 1020 0 / /2 ! 1 1/ 10 200/ 0! 1/ 281! 1020 1 2/ / /2 ! 1 1/ 202/ 0! 20,000 ! 40,000 ! 60,000 ! 80,000 ! 100,000 ! 120,000 ! 140,000 ! - ! 1/ 20 301 1020 14 10 / /22 ! 10 / ! 04/ ! 1/ 20 1/ 1020 16 10 / ! 26 ! 10 ! 1/ 20 / Haiti! 18 10 1/ 20 / ! 28 10 ! 1/ 20 / 20 10 1/ 20 / ! 30 10 1/ 20 /2 ! 01 Salvation Army! 22 10 ! Haiti! / 0! 1/ 20 24 10 / ! Red Cross! JANUARY 12 – 31 1/ 20 26 10 / ! Red Cross! Salvation Army! 1/ 20 28 10 / ! Haiti! HOT TOPICS IN HAITI 1/ 20 30 10 /2 ! Red Cross! 01 0! Salvation Army! Haiti! 50 Red Cross! Salvation Ar
  51. 51. 0 500 1000 1500 26 Nov Saturday, April 10, 2010 27 Nov 28 Nov 29 Nov 30 Nov 1 Dec 2 Dec 3 Dec 4 Dec 5 Dec 6 Dec 7 Dec 8 Dec 9 Dec 10 Dec 11 Dec 12 Dec 13 Dec 14 Dec 15 Dec 16 Dec 17 Dec 18 Dec 19 Dec 20 Dec 21 Dec 22 Dec 23 Dec 24 Dec 25 Dec 26 Dec 27 Dec 28 Dec 29 Dec 30 Dec 31 Dec 51
  52. 52. RECOMMENDATIONS • Influencer Outreach • Increased support of UGC • Faster reaction to online trends • Listen, Track & Respond • Increase attention and support of topics on social web during crisis events/disasters Saturday, April 10, 2010 52
  53. 53. Saturday, April 10, 2010 53
  54. 54. TOOLS YOU CAN USE 1. Google Alerts is a comprehensive monitoring tool. It monitors nearly every corner of the web. Set up alerts and easily target keywords/phrases that are important to your organization and receive streaming or batched reports. Free. 2. Alltop is a news aggregation service that scans news sites, blogs, and forums making it a one-stop site for every online post relevant to your area of interest. It is customizable to your specific needs and also includes historical searching tools. Free. 3. ScoutLabs is a listening and monitoring service with a 30-day free trial offer. Volume, location, and sentiment scoring are included. Licensing fees apply. 4. TweetDeck & Seesmic are desktop apps that combines Twitter and Facebook monitoring with search for a multi-dimensional social application that also allows for publishing. Free. Saturday, April 10, 2010 54
  55. 55. TOOLS YOU CAN USE 8. Twendz is a Twitter monitoring and measurement tool that provides a look into recent tweet volume, sentiment, and hot topics. Word clouds and sentiment estimates are auto-generated for for your queries. Free. 9. Trendrr lets you set up dashboards to find conversations about any relevant topics trending in the “social” web. Free. 10. Hubspot “Grader” Tools give scores and metrics for Twitter, Facebook, and blogs to help marketing and customer engagement efforts. Free. Saturday, April 10, 2010 55
  56. 56. TOOLS YOU CAN USE 5. Co-Tweet & HootSuite are tools for sharing & monitoring marketing messages. The applications offer Twitter account management, sharing, and publishing tools for brand accounts that utilize multiple contributors. Free. 6. TubeMogul syndicates your video content to 20+ video sites (YouTube, Vimeo, etc) and helps track views, comments, embeds, etc. Free. 7. Wordpress & Blogger are blog content publishing tools that are highly customizable and include the flexibility to pull in dynamic content relevant to your organization and message. Free. Saturday, April 10, 2010 56
  57. 57. ERIC OVERMAN • eric.overman@grizzard.com • www.ericoverman.com • www.twitter.com/ericoverman Saturday, April 10, 2010 57
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