"The Holy Grail Checklist: Planning a Powerful Multichannel Campaign" (updated Aug 2013)

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Updated version of original presentation from Convio Summit 2011, for Bridge Conference Aug 2013

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"The Holy Grail Checklist: Planning a Powerful Multichannel Campaign" (updated Aug 2013)

  1. 1. 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 #AtTheBridge #humanesociety #redengine
  2. 2. Death By Silo
  3. 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. 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?
  5. 5. Kickoff & Collaboration
  6. 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. 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. 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. 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. 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. 11. Kickoff & Collaboration  For example, our goals are advocacy & fundraising and our campaign strategy includes: 1) 2) 3) List acquisition (i.e., find new people) – via advocacy or another type of engagement Advocacy & Cultivation (i.e., engage your new and existing listmembers with actions or other campaignrelated communications) Conversion (i.e., get them to donate (or take action)!)
  12. 12. Kickoff & Collaboration  For example, our goals are advocacy & fundraising and our campaign strategy includes: 1) 2) 3) List acquisition (i.e., find new people) – via advocacy or another type of engagement Advocacy & Cultivation (i.e., engage your new and existing list members with actions or other campaignrelated communications) Conversion (i.e., get them to donate (or take action)!)
  13. 13. Kickoff & Collaboration  For example, our goals are advocacy & fundraising and our campaign strategy includes: 1) 2) 3) List acquisition (i.e., find new people) – via advocacy or another type of engagement Advocacy & Cultivation (i.e., engage your new and existing listmembers with actions or other campaignrelated communications) Conversion (i.e., get them to donate (or take action)!)
  14. 14. Puppy Mills Advocacy Emails Action: Sign the pledge against puppy mills Action: Ask your legislators to support the PUPS Act
  15. 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. 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.
  17. 17. Audience Segmentation
  18. 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. 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. 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. 21. Audience/Segmentation/Data  Finalize audience segments/groups and determine the offers & appeals to each (particularly when fundraising from different types of donors and nondonors, and new list members)  Determine how audience will be tracked throughout and after the campaign in order to measure success
  22. 22. Audience/Segmentation/Data  Finalize audience segments/groups and determine the offers & appeals to each (particularly when fundraising from different types of donors and nondonors, and new list members)  Determine how audience will be tracked throughout and after the campaign in order to measure success
  23. 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. 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. 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)
  26. 26. Schedules & Timing
  27. 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. 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. 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. 30. Campaign Outline + Action Items + Calendar Campaign Outline & Action Items Outlook Calendar: Main Dates
  31. 31. Goals & Measurement
  32. 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. 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. 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. 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. 36. Campaign Goals & Measurement  Tip: Setup your GA multi-channel funnels
  37. 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. 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
  39. 39. Channels
  40. 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. 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. 42. Summer 2013 Puppy Mills Campaign Included all major online channels as well as mail and telemarketing
  43. 43. Audience Participation – Yes, You! What channel integration and sequencing has worked best for you?
  44. 44. Messaging & Creative
  45. 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. 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. 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. 48. Be Prepared for Surprises/Opportunities Puppy Mill rescue emergency appeal #1 Puppy Mill rescue emergency appeal #2
  49. 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
  50. 50. Integrate for the Big Ones!  As Kelly would say, Duh 
  51. 51. Testing & Optimization
  52. 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, image, sig, sender, offer  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. 53. Testing & Optimization  Define test and control groups  Assign group setup  Add final test and control group into the reporting template
  54. 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. 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. 56. Testing & Optimization  Define test and control groups  Assign group setup  Add final test and control group into the reporting template
  57. 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. 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. 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.
  60. 60. Cultivation & Conversion
  61. 61. Cultivation & Conversion Strategy Plan  Create your welcome and conversion series BEFORE you launch!  Reference came messaging tone and look as campaign
  62. 62. Cultivation & Conversion Strategy Plan  Create your welcome and conversion series BEFORE you launch!  Reference same messaging tone and look as campaign
  63. 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. 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. 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. 66. 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.
  67. 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. 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. 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 nonreinstated sustaining donors are called by an outbound call center.
  70. 70. HSUS Canceled Monthly Donors
  71. 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
  72. 72. Reporting
  73. 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. 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. 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. 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. 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.
  78. 78. Post-Campaign Review
  79. 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. 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. 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
  82. 82. Puppy Mills Campaign Reports (detailed & executive)
  83. 83. Post-Campaign Review  Identify opportunities for new integrated campaign(s)  Schedule planning session for next campaign
  84. 84. Post-Campaign Review  Identify opportunities for new integrated campaign(s)  Schedule planning session for next campaign
  85. 85. THANK YOU Any Questions? #AtTheBridge
  86. 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

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