Going Beyond Parallel Play - How to Take Integrated Programs to the Next Level
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Going Beyond Parallel Play - How to Take Integrated Programs to the Next Level

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There’s more to multi-channel than sending a companion email around the same time as your direct mail appeal. Learn from top nonprofit and for-profit marketers about how to take your multi-channel ...

There’s more to multi-channel than sending a companion email around the same time as your direct mail appeal. Learn from top nonprofit and for-profit marketers about how to take your multi-channel program to the next level. Learn what works – and what doesn’t – through case studies and a panel discussion with fundraisers who successfully mastered multi-channel. Identify the barriers to truly integrating your program – and how to get around them in this interactive session. Learning Objectives: Come away with real examples of ways to better leverage all your organization’s programs to integrate your messaging across more channels to better cultivate supporters and increase program revenue.

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Going Beyond Parallel Play - How to Take Integrated Programs to the Next Level Going Beyond Parallel Play - How to Take Integrated Programs to the Next Level Presentation Transcript

  • Going Beyond Parallel Play How to take Integrated Programs to the Next Level10/9/2012 Going Beyond Parallel Play 1
  • TODAY’S AGENDA • Introductions • What’s the big deal about integrated programs anyway? What’s wrong with parallel play? • Case Study – Children’s Hospital Trust • Lightening Round – 8 More Ideas to Get Beyond Parallel Play • Q & A and Sharing from Participants10/9/2012 Going Beyond Parallel Play 2
  • INTRODUCTIONS • Nicole Palovich Director, Development Marketing Communications Children’s Hospital Trust • Christopher Maddocks Director, Information Management and Technology Children’s Hospital Trust • Dolores McDonagh Principle Consultant Charity Dynamics10/9/2012 Going Beyond Parallel Play 3
  • SO WHAT’S WRONG WITH PARALLEL PLAY? Absolutely nothing… If you’re two years old.10/9/2012 Going Beyond Parallel Play 4
  • AND WHAT DO WE MEAN BY ‘INTEGRATED PROGRAMS’ ANYWAY?10/9/2012 Going Beyond Parallel Play 5
  • “Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity. It requires not only the identification of a powerful, unifying strategy and compelling voice for your brand, but the discipline to roll it into every aspect of your organization—from advertising to sales, customer service to customer relationship management programs (and beyond). It’s not for the faint of heart.” Steve McKee author “When Growth Stalls: How It Happens, Why You’re Stuck and What to Do About It.”10/9/2012 Going Beyond Parallel Play 6
  • But in the end, it’s not really about you. It’s all about ME!10/9/2012 Going Beyond Parallel Play 7
  • Major TV/Radio Gifts Print Social Email Customer Advocacy Service Website Mobile Phone Events Mail Web Ads10/9/2012 Going Beyond Parallel Play 8
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  • CHILDREN’S HOSPITAL TRUST CASE STUDY IN GOING BEYOND PARALLEL PLAY10/9/2012 Going Beyond Parallel Play 14
  • : CHILDREN’S HOSPITAL TRUST10/9/2012 Going Beyond Parallel Play 15
  • Tales from the Trust • A little on the history of our development office • Web team10/9/2012 Going Beyond Parallel Play 16
  • 10/9/2012 Going Beyond Parallel Play 17
  • Turnover presents opportunity… to pause.10/9/2012 Going Beyond Parallel Play 18
  • Right people/right tools/right work?10/9/2012 Going Beyond Parallel Play 19
  • We were ready to cross to the other side: inclusive culture + multi-channel communications10/9/2012 Going Beyond Parallel Play 20
  • The sprint began…10/9/2012 Going Beyond Parallel Play 21
  • Partnering with Charity Dynamics… • Assessment in September 2011 of digital staffing and all initiatives • Would shape staffing decisions and guide year-end plans • Recommendations: - Strategic planning - Increase engagement activity - End of year solicitations - more frequent, more folks, more integrated - Prioritize digital opportunities with maximum return - Develop more stewardship opportunities - Assign marketing / technology resources to optimizing those “best” tools10/9/2012 Going Beyond Parallel Play 22
  • Integration Requires Planning Direct Mail Website Update Email Social Media10/9/2012 Going Beyond Parallel Play 23
  • Campaign Outcomes Online giving increased 26% from 2010 to 2011 through improved revenue capture of previous donors. 2010 201110/9/2012 Going Beyond Parallel Play 24
  • Multi-channel campaign, multi-channel outcomes Social media 0% Google cpc 8% Other Internet CHB/Feature Give Now Button 24% 12% 3% Email 12% Lightbox 41%10/9/2012 Going Beyond Parallel Play 25
  • Drill-down: The email campaign 5 - Last-Chance Appeal 3 - Tribute Appeal1 - Story-Based 2 - Story-Based 4 - End-of-Year Appeal10/9/2012 Going Beyond Parallel Play 26
  • Email results Dollars raised through Year End email campaign increased 92% and number of donors increased 200% in large part due to expanding universe beyond direct mail donors to include: • Major Gift donors and prospects • Community Event Participants and Donors • Marathon runners • eNewsletter Subscribers Including these populations resulted in a 3X increase in list size.10/9/2012 Going Beyond Parallel Play 27
  • Testing lessons from direct mail• Extra 232 words expanded ability to “tell the whole story” including personal details about Keegan• Mentioning Doctor’s role in body of copy kept “donate button” in closer proximity to photo• Good use of white space kept readers’ eyes moving through longer copy.10/9/2012 Going Beyond Parallel Play 28
  • Testing lessons from direct mail Longer Copy Metric Performance Click Through Rate +20% Gifts +75% Dollars +125% Avg. Gift +28 Conversion Rate +54% Opt-out Rate -8.3%10/9/2012 Going Beyond Parallel Play 29
  • New for 2011 Coordinated message in all hospital efforts •More prominent marketing on the Trust’s and Main Hospital Page •Coordinated Facebook messaging •Paid search advertising •CarePages – (not everything was a success, but lessons learned help CHT focus on where to place limited resources in the future.)10/9/2012 Going Beyond Parallel Play 30
  • New for 2011 – Targeted messaging for new email audiences •Continued specific messaging to donors and non donors •Specific messaging to “Miracles for Miles” Boston Marathon participants to help them leverage year end-timing for their own fundraising.10/9/2012 Going Beyond Parallel Play 31
  • Giving Form Customization • Continued messaging from email (header, images, vanity URL) • Default amounts dynamic per donor segment ($50 versus $500) • Embedded analytics and eCommerce tags to monitor results10/9/2012 Going Beyond Parallel Play 32
  • Analytics Informing Communication • Through integration with Google Analytics, the Trust was able to leverage the eCommerce API and campaign tagging. • Impact is seeing what appeals donors are responding to, how much they are giving, what areas they are supporting and how channels align10/9/2012 Going Beyond Parallel Play 33
  • Round 1: Mobile empowers Couch Potatoes10/9/2012 Going Beyond Parallel Play 34
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  • Round 2: Online Voting + ‘Absentee Ballots’10/9/2012 Going Beyond Parallel Play 36
  • Round 3: Don’t Silo Your Advocates10/9/2012 Going Beyond Parallel Play 37
  • Round 4: Apps Prove that you’ve “walked the walk.”10/9/2012 Going Beyond Parallel Play 38
  • Round 5: Shared Story Campaigns Add Value for Corporate and Community Partners10/9/2012 Going Beyond Parallel Play 39
  • Round 6: Shared Story Campaigns Add Value for Corporate and Community Partners10/9/2012 Going Beyond Parallel Play 40
  • Round 7: Multi-Channel your Thanks!10/9/2012 Going Beyond Parallel Play 41
  • Round 8: Good Things Happen When You Take a Major Gift Officer to Lunch!10/9/2012 Going Beyond Parallel Play 42
  • So Go Beyond Parallel Play! • Keep the donor front and center! • Consolidate what donor information you can, band aid what you can’t • Think outside the technology box • Develop a strategy that works for your organization • Once you have that strategy, don’t wait for the perfect system – get started!10/9/2012 Going Beyond Parallel Play 43
  • #BBCON TWEET YOUR TRACK: #bbinteractive #bbcultural #bbk12 #bbanalytics #bbfundraising #bbcrm #bbfinancial #bbprodev #bblearnlab10/9/2012 Going Beyond Parallel Play 44