The Working Group is responsible for adjusting the calendar based on new information & priorities
>> If the organization has a priority hierarchy for “real time” emails, all working group team members should be aware of it.
A “Chair/(s)” will need to facilitate:
>> Chair(s) must be skillful & mindful of interests of all departments
>> success = most potential conflicts can be resolved internally, with group members understanding/accepting the decision rationale
Source-coding and analysis across departments
Source-coding requires a disciplined approach across multiple departments
Using it correctly requires work & discipline so the benefits have to be demonstrated
Source code tables need to be established (must be done by someone with technical expertise)
IT must be involved – online DB and offline DB must both recognize the codes
Training and follow-up on the correct use of source codes must be conducted
Senior management support is required in all user departments (this is a job for the “Chair”)
Benefits of Source-coding
Why go to all this trouble? What’s the benefit?
Sources of new email addresses can be tracked:
> which actions and how many?
> which website location?
> what action the person took?
>> sub-code: which particular ad?
Knowing where the email addresses come from
means you can do more of what works
Benefits of Source-coding
In Fundraising, there are additional benefits:
>> you will know which effort/type of effort raises more $$ from which audience
>> you can use source-code information to inform strategies for converting online action-takers to donors in DM or TM programs (what issue they are interested in, for example)
The Case for Multi-Channel Marketing
Leverage your organization’s existing communications channels YOUR ORGANIZATION
Identify your constituencies
Coordinating online and offline communications campaigns
STEP 1: Identify the project
STEP 2: Identify the appropriate constituencies
VIP’s & Board Members
STEP 3: Choose the channels
STEP 4: Execute
STEP 5: Follow up
Report back about progress/updates/media exposure, etc.
CASE STUDY: League of Women Voters Multi-Channel Urgentgram Appeal
The Problem : The League was under attack by a bogus organization.
The Response : The League’s September/October 2009 Emergency Urgentgram Campaign allowed the League to alert members, raise money, and highlight the League’s position on health care during the nation’s health care debate.
The Campaign : Avalon worked with the League to implement a multi-channel campaign that included:
Multiple e-Fundraising emails
Two e-Engagement emails
Online and social networking strategy
The Results : The Emergency e-Appeals were by far the most successful the League had ever seen, raising more than double the online fundraising budget for the entire fiscal year from just one campaign! The unbudgeted direct mail effort brought in significant additional income on top of their traditional mail schedule.
Day 1 Day 2 Day 10 Day 6 Day 12 Day 14 e-Appeal e-Appeal resend to non-responders e-Newsletter e-Engagement piece Mail Urgentgram Mail Homepage Social networks Press release Follow-up e-Engagement piece CASE STUDY: League of Women Voters Components of a Multi-Channel Campaign Email TM Appeal Telemarketing Web