"The Holy Grail Checklist: Planning a Powerful Multichannel Campaign" (rev for Dot Org Meetup, Oct 2013)
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"The Holy Grail Checklist: Planning a Powerful Multichannel Campaign" (rev for Dot Org Meetup, Oct 2013)

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Revised (shorter) version of "The Holy Grail Checklist: Planning a Powerful Multichannel Campaign" from Convio Summit, Oct 2011/Bridge Conference, Aug 2013, for the Dot Org Meetup on 10/8/2013.

Revised (shorter) version of "The Holy Grail Checklist: Planning a Powerful Multichannel Campaign" from Convio Summit, Oct 2011/Bridge Conference, Aug 2013, for the Dot Org Meetup on 10/8/2013.

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  • Welcome!
  • Commitment to collaboration is critical. MUST have active participation and buy-in, from colleagues & hopefully, leadership. Need to have a project lead to marshall everyone and all communications. How do you pick your audience or segments? A segment of your current donors based on event activity? Activists? Event participants? Buyers? For campaigns – acquisition, renewal, EOY, issue-based. Can be revenue based or not. Create your strategy based on what YOU know and DON’T KNOW about one of these groups. And “steal liberally” from what other orgs are testing. Start here: “What works in one channel will work in another”. Find out what your channel partners are having success with. Timing – self-explanatory Campaign Goals & Measurement - Get agreement on your success metrics, but then make sure you CAN measure what you want! Do you have the tools and people in place to capture and crunch the data? Create your reporting spreadsheet now and annotate data sources for each column – will show you the holes and problems. QA the data capture before launch. Don’t get hung up on this!!! Channel selection – test Messaging & Creative – Creative & Strategy Brief – get buy in from all. Offers, etc. need for your creative folks and to document what you’re doing. Create an integrated calendar of messaging. Testing & Optimization Plan – What will you test? Define your test and control groups. Identify who will set up groups. Add test cells into your reporting sheet. Identify NOW when you may optimize/change based on your results, if that’s possible. Cultivation & Conversion – now is the time to think about what you’ll say and send to campaign engagers – create your welcome series now. Don’t lose revenue and blow your test because you weren’t ready. Reporting – Most important!!! Who, frequency, QA , when final report. Post-Campaign Review – gather the team back together and review the results and come up with actionable ideas to act on for the next campaign.
  • (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) Talk about: acquisition  engagement  fundraising method we’ve come up withWe used every channel at our disposal and while the messaging was the same, content was slightly different based on the channel. E.g., on Facebook, we did a share graphic. Via ads, we used a really cute puppy. In our DM and telemarketing calls, we spoke more about the issue of puppy mills than a single dog, like we did in our email (Sadie). General consistency is key, but know your different channel audiences so you can tailor the content as needed.
  • Reference above slide showing multichannel outreach for Puppy Mills
  • 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.
  • 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 not same timing but used what worked in DM to test. DM did NOT use hunger.Lesson learned – same photo throughout. Raised $55K
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  • (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).
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"The Holy Grail Checklist: Planning a Powerful Multichannel Campaign" (rev for Dot Org Meetup, Oct 2013) "The Holy Grail Checklist: Planning a Powerful Multichannel Campaign" (rev for Dot Org Meetup, Oct 2013) Presentation Transcript

  • THE HOLY GRAIL CHECKLIST Planning An Integrated, Powerful Multi-Channel Campaign Kelly Townsend Online Fundraising Manager, Communications Humane Society of the United States [Liz Murphy President & Founder, RedEngine Digital]
  • The Holy Grail Checklist           Kickoff & Collaboration Audience & Campaign Theme Timing Campaign Goals & Measurement Channel Selection Messaging & Creative Testing & Optimization Plan Cultivation & Conversion Strategy & Plan Reporting Post-Campaign Review (Go to http://www.redenginedigital.com/checklist/ to download the full checklist)
  • Death By Silo
  • Channels
  • Channels  Select the appropriate channels to use and test – – – – Match campaign to audiences All online, online and offline? How does the timing work for each of the channels? “Natural” partners: • Search, email, display, social, web, mobile • Email, DM, and TM • Events, social, mobile • DRTV, phone, web, search, display  Identify sequencing and use of channels during the campaign
  • 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/“engagement” emails before appeals via multiple channels; search and retargeting; followup telemarketing, etc.
  • Summer 2013 Puppy Mills Campaign Included all major online channels as well as mail and telemarketing
  • Messaging & Creative
  • 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
  • Messaging & Creative  Have a plan for breaking news that relates to your campaign. Otherwise, you can miss an opportunity.  Be open and opportunistic.
  • Be Prepared for Surprises/Opportunities Puppy Mill rescue emergency appeal #1 Puppy Mill rescue emergency appeal #2
  • Integrate at least for really big moments!
  • Cultivation & Conversion
  • Cultivation & Conversion Strategy Plan  Create your welcome and conversion series BEFORE you launch!  Reference came messaging tone and look as campaign
  • Cultivation & Conversion Strategy Plan  Create your welcome and conversion series BEFORE you launch!  Reference same messaging tone and look as campaign
  • 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 to the campaign 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. Then, donors who give should get a sustaining donor appeal shortly thereafter!
  • 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 about your campaign? If so, when and what will you say?  Calendar all dates for cultivation and conversion within your main campaign calendar
  • 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 your main campaign calendar
  • Cultivation & Conversion Strategy Plan 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  Tip: Think (way) ahead. Create a strategy and campaign for lapsed donor communications frequency reporting methods and goals for retention or reactivation – If you have to pick and choose, determine where you’ll get the most amount of revenue – e.g., it may make sense to reinstate lapsed sustainers as sustainers (or at least 1x givers) as opposed to yet again emailing a non-donor for a gift.
  • 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
  • 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 nonreinstated sustaining donors are called by an outbound call center.
  • HSUS Canceled Monthly Donors Email Donation form (landing page)
  • 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  That’s about a 15% reactivation rate! Reactivation Rate by Channel Email Inbound Call Center Outbound Call Center
  • Post-Campaign Review
  • 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
  • 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
  • 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
  • Puppy Mills Campaign Reports (detailed & executive)
  • Post-Campaign Review  Identify opportunities for new integrated campaign(s)  Schedule planning session for next campaign
  • Post-Campaign Review  Identify opportunities for new integrated campaign(s)  Schedule planning session for next campaign
  • THANK YOU Any Questions? #AtTheBridge
  • Interact with Kelly / The HSUS  Tweet at us – @humanesociety – @krt84  Like us on Facebook! – www.facebook.com/humanesociety  Check out our website – www.humanesociety.org