The document outlines steps for planning an integrated multi-channel campaign, including holding a kickoff meeting, defining goals and metrics, selecting channels, developing messaging and creative content, testing elements, and creating a cultivation and conversion strategy. Key aspects include electing a project lead, identifying the campaign theme and timeline, segmenting the audience, and ensuring collaboration between online and offline channels. The goal is to integrate messaging and maximize results across multiple communication streams.
Falcon Invoice Discounting: Empowering Your Business Growth
The Holy Grail Checklist: Planning A n Integrated, Powerful Multi - Channel Campaign
1. Liz Murphy
President & Founder,
RedEngine Digital
Planning An Integrated, Powerful
Multi-Channel Campaign
Kelly Townsend
Online Fundraising
Manager, Communications
Humane Society of the United States
#AtTheBridge
#humanesociety
#redengine
THE HOLY GRAIL CHECKLIST
3. Then & Now
What’s happened since we last gave this
presentation?
• We’ve added “Integrated” to the title
• Everybody gets IT!
• Still data and reporting challenges, but new analytics and
big data are paving the way.
4. Your Integration Score: Yes or No
1. Have you executed at least ONE integrated campaign across both offline
and online channels in the last six months?
2. Do you share one revenue goal with your offline or online colleagues?
3. TODAY, if I visited your website, social platform or got a mailing, would I see
the same or similar campaign messaging and offers?
3. Are you tracking how – and how much – each channel is “assisting”
conversions in your other channels via attribution analysis – or plan to
implement this in the next three months?
6. Kickoff & Collaboration
Elect a single project lead & determine key
stakeholders/go-to people from each channel
Schedule a kickoff meeting with your channel
colleagues to discuss the upcoming campaign &
get buy-in from each channel that will be involved
7. Kickoff & Collaboration
Elect a single project lead & determine key
stakeholders/go-to people from each channel
Schedule a kickoff meeting with your channel
colleagues to discuss the upcoming campaign &
get buy-in from each channel that will be involved
8. Kickoff & Collaboration
Identify your campaign theme
- Questions to consider:
• What are your top campaigns based on your
audience’s response to the issue in the past?
• What is an issue/campaign that will be ramping
up moving forward?
– Based on pending or upcoming legislation or another
organizational reason (e.g. you’re partnering with a big
brand like Target on an initiative)
9. Kickoff & Collaboration
HSUS 2013 Campaign Calendar:
– Spring 2013: Protect Seals (based on annual hunt timing)
– Summer 2013: Puppy Mills (because our audience loves it!)
– Fall 2013: Farm Animal Protection (hard-hitting, but recruits
our best names)
– Winter 2013: Year-end (…duh )
10. Kickoff & Collaboration
Determine the general campaign strategy and
path. Some questions to consider:
– Is advocacy a part of the campaign? If so, when
does this take place?
– Is fundraising a part of the campaign
(as it should be )? If so, when does this take place?
– What other communications or engagement
initiatives will be included? When will these take place?
11. Kickoff & Collaboration
For example, our goals are advocacy & fundraising
and our campaign strategy includes:
1) List acquisition (i.e., find new people) – via advocacy or
another type of engagement
2) Advocacy & Cultivation (i.e., engage your new and
existing listmembers with actions or other campaign-
related communications)
3) Conversion (i.e., get them to donate (or take action)!)
12. Kickoff & Collaboration
For example, our goals are advocacy & fundraising
and our campaign strategy includes:
1) List acquisition (i.e., find new people) – via advocacy or
another type of engagement
2) Advocacy & Cultivation (i.e., engage your new and
existing list members with actions or other campaign-
related communications)
3) Conversion (i.e., get them to donate (or take action)!)
13. Kickoff & Collaboration
For example, our goals are advocacy & fundraising
and our campaign strategy includes:
1) List acquisition (i.e., find new people) – via advocacy or
another type of engagement
2) Advocacy & Cultivation (i.e., engage your new and
existing listmembers with actions or other campaign-
related communications)
3) Conversion (i.e., get them to donate (or take action)!)
14. Puppy Mills Advocacy Emails
Action: Sign the pledge against
puppy mills
Action: Ask your legislators to support
the PUPS Act
15. Kickoff & Collaboration
Determine campaign approval process (i.e. who
needs to review which pieces of the campaign and
how this will occur).
Schedule remaining kick off meetings as
needed, as well as regular (weekly or bi-weekly)
check-in meetings to review and make decisions on
evolving and ongoing campaign needs.
16. Kickoff & Collaboration
Determine campaign approval process (i.e. who
needs to review which pieces of the campaign and
how this will occur).
Schedule remaining kick off meetings as
needed, as well as regular (weekly or bi-weekly)
check-in meetings to review and make decisions on
evolving and ongoing campaign needs.
18. Audience/Segmentation/Data
Review data on potential audience
segments/groups that you want to target (really, it
should be your WHOLE FILE, or as many people as
you can include!)
19. Audience/Segmentation/Data
Determine if you want to add new members to your
file via online list acquisition
– Be sure to plan far enough ahead to acquire/add
them if needed!
20. Puppy Mills List Acquisition via Advocacy
Change.org Care2
100k+ new names added to our online file via advocacy for this one campaign!
21. Audience/Segmentation/Data
Finalize audience segments/groups and determine
the offers & appeals to each (particularly when
fundraising from different types of donors and non-
donors, and new list members)
Determine how audience will be tracked
throughout and after the campaign in order to
measure success
22. Audience/Segmentation/Data
Finalize audience segments/groups and determine
the offers & appeals to each (particularly when
fundraising from different types of donors and non-
donors, and new list members)
Determine how audience will be tracked
throughout and after the campaign in order to
measure success
23. Customized Approach to Groups
Groups we segmented
and appealed to
differently during the
campaign:
Major donors
Non-donor action-takers
1x campaign donors
(~10 days after 1x gift)
24. Customized Approach to Groups
Groups we segmented
and appealed to
differently during the
campaign:
– Major donors
– Non-donor action-takers
– 1x campaign donors
(~10 days after 1x gift)
25. Customized Approach to Groups
Groups we segmented
and appealed to
differently during the
campaign:
– Major donors
– Non-donor action-takers
– 1x campaign donors
(~10 days after 1x gift)
27. Scheduling & Timing
Identify the campaign start and end dates
– Don’t forget to include conversion and cultivation emails
within these dates!
Create a calendar of dates for each channels’
initiatives and make this a shared document (or use
a tool like Outlook or Google Calendars) in order to
allow everyone to see/change these dates as
necessary
Create a master schedule of tasks and milestones
28. Scheduling & Timing
Identify the campaign start and end dates
– Don’t forget to include conversion and cultivation emails
within these dates!
Create a calendar of dates for each channels’
initiatives and make this a shared document (or use
a tool like Outlook or Google Calendars) in order to
allow everyone to see/change these dates as
necessary
Create a master schedule of tasks and milestones
29. Scheduling & Timing
Identify the campaign start and end dates
– Don’t forget to include conversion and cultivation emails
within these dates!
Create a calendar of dates for each channels’
initiatives and make this a shared document (or use
a tool like Outlook or Google Calendars) in order to
allow everyone to see/change these dates as
necessary
Create a master schedule of tasks and milestones
30. Campaign Outline + Action Items +
Calendar
Campaign Outline & Action Items Outlook Calendar: Main Dates
32. Campaign Goals & Measurement
Define the primary and secondary goals of the
campaign and make sure you have actual target
numbers for key metrics such as:
– Primary and secondary goals
– Projected Revenue, actions, emails, phone numbers
Define success metrics & get agreement on them
– aggregate, by channel, both?
Define analytics tracking strategy to capture data
(tool(s), data points, etc.)
33. Campaign Goals & Measurement
Define the primary and secondary goals of the
campaign. Make sure you have actual target
numbers for key metrics such as:
– Primary and secondary goals
– Projected Revenue, actions, emails, phone numbers
Define success metrics & get agreement on them
– aggregate, by channel, both?
Define analytics tracking strategy to capture data
(tool(s), data points, etc.)
34. Campaign Goals & Measurement
Define the primary and secondary goals of the
campaign. Make sure you have actual target
numbers for key metrics such as:
– Primary and secondary goals
– Projected Revenue, actions, emails, phone numbers
Define success metrics & get agreement on them
– aggregate, by channel, both?
Define analytics tracking strategy to capture data
(tool(s), data points, etc.)
35. Campaign Goals & Measurement
Set up your
analytics to see
paths to
conversion–
– goals, attribution,
assisted
conversions by
source, event
tagging, etc.
Track
engagement
across devices
36. Campaign Goals & Measurement
Tip: Setup your GA multi-channel funnels
37. Campaign Goals and Measurement
TIP: Create a reporting template in advance with
your performance metrics
Q&A and test data capture before launch to
ensure all data can be captured and reported on
– DON’T get hung up on this! Keep it actionable, based on
your systems and capabilities
38. Campaign Goals and Measurement
TIP: Create a reporting template in advance with
your performance metrics
Q&A and test data capture before launch to
ensure all data can be captured and reported on
– DON’T get hung up on this! Keep it actionable, based on
your systems and capabilities
40. Channels
Select the appropriate channels to use and test
– Match campaign to audiences
– All online, online and offline?
– Does timing work for all channels?
– “Natural” partners
• Search, email, display, social, web, mobile
• Email, DM (dependent on emails) and TM
• Events, social, mobile
• DRTV, phone, web, search, display
Identify sequencing and use of channels during the campaign
41. Channels
Select the appropriate channels to use and test
– Match campaign to audiences
– All online, online and offline?
– Does timing work for all channels?
– “Natural” partners
• Search, email, display, social, web, mobile
• Email, DM (dependent on emails) and TM
• Events, social, mobile
• DRTV, phone, web, search, display
Identify sequencing and use of channels during the
campaign
– Pre and/or post emails with DM, advocacy “warmup,” search and
retargeting, followup telemarketing, etc.
42. Summer 2013 Puppy Mills Campaign
Included all major online channels as well as mail and telemarketing
43. Audience Participation – Yes, You!
What channel integration and sequencing
has worked best for you?
45. Messaging & Creative
Develop Strategy & Creative Brief that includes:
Campaign Theme
Goals
Offer(s) –premiums, ask
strings, other.
Audience segments/groups
Channels
Sample Messaging
Branding elements, creative
tone, essential imagery and copy
that should be present in each
channel communication
Messaging adaptions (as
appropriate) for each channel
Creative test variations (creative
elements, landing
pages, video, etc.)
Key dates and deadlines
46. Messaging & Creative
Have a plan for breaking news that relates to your
campaign. Otherwise, you can miss an opportunity.
Be open and opportunistic.
47. Messaging & Creative
Have a plan for breaking news that relates to your
campaign. Otherwise, you can miss an opportunity.
Be open and opportunistic.
48. Be Prepared for Surprises/Opportunities
Puppy Mill rescue emergency appeal #1 Puppy Mill rescue emergency appeal #2
49. Messaging & Creative
Will you have same messaging and offer in all channels for
campaign timeframe?
It doesn’t always make sense to do so.
Get signoff on the Brief from all pertinent parties
52. Testing & Optimization
Define test elements and document.
Copy and Design
Timing of channel
communication
One channel vs. another
Offer(s)
Email
Subject
line, design, copy, im
age, sig, sender, offe
r
Donation form elements:
Design, copy, video
vs. image, gift string
amounts, order
Use of website tactics
such as windowshades/
lightboxes
SMS copy or timing
Images vs. videos on
social media and
landing pages
53. Testing & Optimization
Define test and control groups
Assign group setup
Add final test and control group into the reporting
template
54. Testing & Optimization
Calculate what could make the biggest difference
– If I can get 5% of donors to upgrade their gifts
– If I can increase my donation conversion rate by 10%; my
clickthrough rate by 3%; my CPA by 5%
55. Testing & Optimization
Define test and control groups
Assign data pulls and group setup
Add final test and control group into the reporting
template
56. Testing & Optimization
Define test and control groups
Assign group setup
Add final test and control group into the reporting
template
57. Testing & Optimization
Determine your plan for testing
– When testing email items such as subject lines, the best way
to do this is to send two test emails (each with a different
subject line/other variation) to a small portion of your
audience 24 hours ahead of the main/full-file email. This
way, you have enough time to see if one variation has a lift
over the other, then you’ll go out to your full-file the
following day using the winning format
Identify optimization decision points on the
campaign calendar
58. Testing & Optimization
Determine your plan for testing
– When testing email items such as subject lines, the best way
to do this is to send two test emails (each with a different
subject line/other variation) to a small portion of your
audience 24 hours ahead of the main/full-file email. This
way, you have enough time to see if one variation has a lift
over the other, then you’ll go out to your full-file the
following day using the winning format
Identify optimization decision points on the
campaign calendar
59. Sample Test Plan
TEST: Is there a difference in revenue raised when we
appeal using a donor’s largest transaction amount on
record versus using their last donation amount?
METHOD: A/B split test via email
RESULTS:
• Average gift was 10% higher when we used the
largest transaction on record.
• 9% higher conversion rate when we used the last
transaction on record.
• However, there was no significant difference in
overall funds raised ($100 difference).
• No difference in response rate (both 0.04%)
• NOTE: Small sample size was approx. 100k.
61. Cultivation & Conversion Strategy Plan
Create your welcome and conversion series BEFORE
you launch!
Reference came messaging tone and look as
campaign
62. Cultivation & Conversion Strategy Plan
Create your welcome and conversion series BEFORE
you launch!
Reference same messaging tone and look as
campaign
63. Cultivation & Conversion Strategy Plan
Determine segments for conversion & cultivation
plan, e.g.
– One-time donors to the campaign should get a sustainer invite
10 days after their donation (whether this is during the campaign
or after)
– Non-donors should be asked for a one-time donation after the
campaign ends –and you may use another channel such as
telemarketing if all prior asks were done online. Donors who give
should get a sustaining donor appeal shortly thereafter!
64. Cultivation & Conversion Strategy Plan
Determine what your cultivation series (or single
cultivation email) will look like.
– Always thank action-takers and/or donors as your final
communication about the campaign.
– Some additional questions to consider:
• Will you follow up with campaign action-takers and/or donors
in the future? If so, when and what will you say?
Calendar all dates for cultivation and conversion
within the main campaign calendar
65. Cultivation & Conversion Strategy Plan
Determine what your cultivation series (or single
cultivation email) will look like.
– Always thank action-takers and/or donors as your final
communication about the campaign.
– Some additional questions to consider:
• Will you follow up with campaign action-takers and/or donors
in the future? If so, when and what will you say?
Calendar all dates for cultivation and conversion
within the main campaign calendar
66. To end the campaign, we thanked donors (left) and action-taker/non-donors (right).
We recapped the campaign and mentioned our plans for the remainder of the year.
Cultivation & Conversion Strategy Plan
67. Cultivation & Conversion Strategy Plan
Tip: Think (way) ahead. Create a strategy and
campaign for lapsed donor communications
frequency reporting methods and goals for
retention or reactivation
– e.g. for canceled sustainers
68. HSUS Canceled Monthly Donors
Goal: Reinstate lapsing and canceled monthly
donors by asking them to become monthly donors
again.
Channels used: Email, website landing
pages, inbound call center, outbound call center
69. HSUS Canceled Monthly Donors
Methodology:
• Series of emails to all lapsing and canceled online monthly
donors, asking them to become a monthly donor again.
• Outgoing emails include a link to dedicated donation forms, as
well as a phone number to our membership inbound call
center.
• After emails/inbound call center period is over, all non-
reinstated sustaining donors are called by an outbound call
center.
71. HSUS Canceled Monthly Donors
RESULTS:
• Of all of the canceled
monthly donors included
in these programs, an
average of:
6.8% reactivate by
email
1.3% reactivate via
the inbound call
center
6.2% are
reactivated via the
outbound call
center
Reactivation Rate by Channel
Email
Inbound Call Center
Outbound Call Center
73. Reporting
Identify who will be responsible for Q&A of data
throughout the campaign, data pulls and
reporting, including third-party vendors (match-
back, etc.)
Identify frequency of reporting
74. Reporting
Identify who will be responsible for Q&A of data
throughout the campaign, data pulls and
reporting, including third-party vendors (match-
back, etc.)
Identify frequency of reporting
75. Reporting
Identify report formats
– Dashboard for executives vs. spreadsheets for
your team
Identify all parties who will receive reports and how
often these reports will be sent
Identify timing of final campaign report and
schedule a post-campaign review/reporting
meeting.
76. Reporting
Identify report formats
– Dashboard for executives vs. spreadsheets for
your team
Identify all parties who will receive reports and how
often these reports will be sent
Identify timing of final campaign report and
schedule a post-campaign review/reporting
meeting.
77. Reporting
Identify report formats
– Dashboard for executives vs. spreadsheets for
your team
Identify all parties who will receive reports and how
often these reports will be sent
Identify timing of final campaign report and
schedule a post-campaign review/reporting
meeting.
79. Post-Campaign Review
Gather cross-channel team when the final report is
complete
Review final campaign report and results by
channel
Document learnings from each channel for future
campaigns and disseminate internally
80. Post-Campaign Review
Gather cross-channel team when the final report is
complete
Review final campaign report and results by
channel
Document learnings from each channel for future
campaigns and disseminate internally
81. Post-Campaign Review
Gather cross-channel team when the final report is
complete
Review final campaign report and results by
channel
Document learnings from each channel for future
campaigns and disseminate internally
86. Interact with US
Tweet at us
– @redengine
– @humanesociety
Like us on Facebook!
– www.facebook.com/redenginedigital
– www.facebook.com/humanesociety
Check out our websites
– www.Redenginedigital.com
– www.hsus.org
Editor's Notes
Welcome!
Liz and Kelly
Q1 (one integrated campaign):if yes, good going, but I hope it’s more than one! if you said no, get going! Q2 (one revenue goal): If yes, give yourself and your boss a pat on the back! If no, talk to others here who have done it and put it on your list for next budget year.Q3 (visited your site): If yes, you get it! Q4 (attribution analysis): If yes, you are an integrated, multi-channel rock star! Woo hooIf no, don’t feel bad, but put this on your radar. You can start with implementing Google Analytics multi-channel
(Liz)
(Liz) You need your data nerds, your marketing gurus, your creatives, a great PM, and preferably have your boss’ signoff too!Get people syched about the project. Have food, have open brainstorming session that is guided by preliminary, actionable goals and numbers.
Make this visual – Matching gift, EOY, event-based, news-driven, best-performing online campiagns, best-performing DM campaigns, etc. Ask for audience feedback!
(Kelly)
(Liz)
(Kelly)I will speak to how we came to the list acq advocacy/engagement donation approach via working with you all (and Google) by looking at search patterns ahead of year-end 2012.
(Kelly)I will speak to how we came to the list acq advocacy/engagement donation approach via working with you all (and Google) by looking at search patterns ahead of year-end 2012.
(Kelly)I will speak to how we came to the list acq advocacy/engagement donation approach via working with you all (and Google) by looking at search patterns ahead of year-end 2012.
(Kelly)Check images
(Liz)
(Liz)
(Liz)
(Liz)
(Kelly)I will mention that we’re doing similar list acq. for all four campaigns we’ve run/are running this year.
(Liz)
(Liz)
(Kelly)This should flow nicely from speaking about the general campaign path & our list acq. initiatives in the slides above. I will speak to how we’ve tested into these segments via other campaigns in the past. This campaign didn’t include a 1x “special donation” ask to sustainers, but I will mention this to the audience as another potential segment.
(Kelly)Response rate for this $10 appeal was twice our average response rate – which is also more than twice the industry standard response rate.
(Kelly)Response rate for these sustainer appeals were three times our average response rate – albeit this was sent to a much smaller population.
Liz: “Kelly will show an example of a calendar..”
Liz: “Kelly will show an example of a calendar..”
Liz: “Kelly will show an example of a calendar..”
(Kelly)
Liz: Kelly will show how they defined the primary and secondary goals of the campaign…
Liz: Kelly will show how they defined the primary and secondary goals of the campaign…
Liz: Kelly will show how they defined the primary and secondary goals of the campaign…
Analytics provides the foundation to make decisions about your next test, your next campaign. But you must have the total picture.
The five Multi-Channel Funnels reports show what channels customers interacted with during the 30 days before conversion or purchase. These reports provide valuable metrics such as:Assisted conversions reveals how and when different channels had an impact on conversionTime lag helps understand time to conversionPath length shows you the number of interactions before a conversionTop conversion paths illustrates the routes your customers take
(Liz)
(Liz)
(Liz)Talk about timing with DM. Back to discussion about not all campaigns work for completely integrated. Face to Face and advertising, for example – match your cities.Search and display work great together- can you loop in social? If more socially/action oriented does it work for DM and telemarketing?
(Kelly)
(Liz) organizes your strategy and testing, makes you think thru a plan thoroughly to see any holes.*get creative with your messaging, design, offers –and make sure you have a plan to test this with your audience!
Kelly
Kelly
(Kelly) These are appeals we sent based on a puppy mill raid that happened to fall into the timing of the campaign. I will speak to how all of this came together so that we were as prepared for these appeals as possible. SPECIAL NOTE: I will speak to the addition of the “love note” at the top re: Moore, OK, since that disaster happened in the same week.
(Liz) Talk about HSUS EOY email, LP and ad creative.
A start and could have done better. DM timing same time, but messaging not same. BUT we used messaging that worked really well for a NON-matching gift campaign.Was it matching gift or integration or both? DM same timing but not same messaging. but used what worked in DM to test. DM did NOT use hunger.Lesson learned – same photo throughout. Raised $55K
(Liz)
Kelly or Liz?
Liz and Kelly
(Liz)
Kelly
Kelly
I will speak how we tested using last vs. largest transaction history info from Convio for the appeal to see if revenue raised would increase when using largest transaction history.
Kelly
Kelly
Kelly
Kelly
Kelly
(Kelly)
Kelly
(Kelly)
(Kelly)
(Kelly)
(Kelly)
(Liz)
(Liz)
(Liz)
(Liz)
(Liz)
(Liz)
(Liz)
(Liz)
(Kelly)I can speak to these different reports, as well as how we gather to talk about them / pull together the items on the fourth doc (farthest to the right).