The Holy Grail Checklist:
t
Planning A Powerful
Multi-Channel Campaign
Presented by:
Kelly Townsend, Liz Murphy, Robin Ste...
What’s Your Integration Score?
1.

Have you thought about integrating your channels? Y (2) N (-2)

2.

Have you ever colla...
The Session
• Liz Murphy, Chief Strategist & Founder,
RedEngine Digital @lizred @redengine
• Kelly Townsend, Manager, Onli...
Why Integrated is BETTER
• Better response
• Better revenue
• Better retention
• Better branding
• Better lifetime value
•...
What’s Standing in Our Way?
•
•
•
•

Silos
Databases
Resistance to change
Where to start?

© 2011 Convio, Inc.

5
The First Steps
• Go for a drink with your channel
colleagues – and charge it to your org!
Talk integration. Start with th...
The Holy Grail Checklist
•
•
•
•
•
•
•
•
•
•

Kickoff & Collaboration
Audience & Campaign Theme
Timing
Campaign Goals & Me...
2 Multi-Channel Case Studies

• Case Study #1:
Multi-Channel DRTV Campaign
• Case Study #2:
Multi-Channel Canceled/Lapsed ...
#1: Multi-Channel DRTV Campaign
(a.k.a., “The Big Kahuna”)
• Organization-wide, multi-channel campaign to
acquire, engage,...
Multi-Channel DRTV Campaign
(a.k.a., “The Big Kahuna”)
– Goal: New donor acquisition
– Audience: TV audience who wants to ...
TV Creative
Donor Channel “Capture”
• Primary and secondary paths
Web & Mobile Donation Forms
Web & Mobile HSUS Site Pages
Main website homepage:

Mobile website homepage:
Google Search Entry Paths

© 2011 Convio, Inc.

15
Multi-Channel Offer & Testing
Online/Mobile landing pages & PPC Ads:

Premium (gift offer) testing
is supported across TV,...
Donor Acquisition by
Channel & Type

5%

5%
9%
20%

35%
60%

66%
Online Breakdown
% Web vs. Mobile Donations

% Traffic to DRTV Landing Pages
by Traffic Source
1%

6%

7%

1%
Direct
Organ...
Google Adwords
• Leverage and convert secondary path
visitors
• Balance between TV vanity URL terms, TV
call to action ter...
Where To Send Them
• Historically,
visitors went direct
to the monthly
donation form.
• Testing whether
an interim splash
...
Landing Page Testing
• Goal: Acquire more sustaining/one-time
donors and increase landing page
conversion rates.
• Channel...
Landing Page Testing
• Hypothesis: Having a “splash” page
preceding the donation form with more
information about organiza...
Landing Page Testing
• Tested control form against new A splash &
form and new B splash & form
• Forms were the same for a...
Which Did Better?
Control

Splash A

Splash B

• Splash A & B both have a video in right column
• Splash A has “Donate Now...
Conversion Optimization Results
14% increase in #
of donations over
control for Splash
B/Combo 2

© 2011 Convio, Inc.

25
Results Summary
• Splash B beat the
control by 14% in
# of donations.
• Splash B
conversion rate
was15% higher
than contro...
Post Acquisition: Campaign Donor
Cultivation/Engagement
• Normal outgoing communications/
engagement (e.g., weekly emails ...
Donor Cultivation/Engagement
Regular communication/engagement:
Donor Cultivation/Engagement
Special monthly updates /
“Thank You” emails from CEO:
• Sent every month to all active
onlin...
A Few Considerations
- Two full-time staff members dedicated to
this single campaign (overall & online)
- Multiple staff f...
#2: Multi-Channel Canceled/Lapsing
Online Monthly Donors Campaign
• Goal: Reinstate lapsing and canceled
monthly donors by...
#2: Multi-Channel Canceled/Lapsing
Online Monthly Donors Campaign
• Methodology:
• Series of emails to all lapsing and can...
Donor Cultivation/Engagement
Overall Results
6.8% reactivated by EMAIL
1.3% reactivated by INBOUND call center
6.2% reactivated by OUTBOUND call center...
Results
• While the percentage of overall reactivation
rates from email & outbound are very close –
signifying that a mult...
Lessons Learned
• First and foremost, plan for everything before
you begin any type of multi-channel
campaign.
• Get your ...
Lessons Learned
•

Get your campaign reporting plan in
place: Don’t wait until it’s reporting time!
Know exactly what and ...
Lessons Learned
•

Test, test, & re-test – and be patient!
Testing is extremely important and should
never be “done.” Test...
Thanks for Your Time! Questions?
• Session evaluation code 1142. Go to
www.convio.com/2011survey.
• Scan this code to down...
Upcoming SlideShare
Loading in …5
×

The Holy Grail Checklist: Planning a Powerful Multichannel Campaign

334 views
258 views

Published on

Original presentation from Convio Summit, Oct 2011

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
334
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Holy Grail Checklist: Planning a Powerful Multichannel Campaign

  1. 1. The Holy Grail Checklist: t Planning A Powerful Multi-Channel Campaign Presented by: Kelly Townsend, Liz Murphy, Robin Steffek
  2. 2. What’s Your Integration Score? 1. Have you thought about integrating your channels? Y (2) N (-2) 2. Have you ever collaborated with one of your DM, TV, Telemarketing and/or Social Media counterparts on a campaign? Y (3) N (-3) 3. If you represent one channel (digital, for example), is your annual revenue goal separate from other channels (direct mail, for example)? Y (5) N (-5) 4. TODAY, if I visited or was presented with communications from one or more of your channels (website, Facebook, email, DM, DRTV), would I see similar campaign messaging and the same offer? Y (10) N (-10)
  3. 3. The Session • Liz Murphy, Chief Strategist & Founder, RedEngine Digital @lizred @redengine • Kelly Townsend, Manager, Online Fundraising, The Humane Society of the United States • Robin Steffek, Vice President, Analytics and Conversion Optimization, RedEngine Digital @redengine © 2011 Convio, Inc. 3
  4. 4. Why Integrated is BETTER • Better response • Better revenue • Better retention • Better branding • Better lifetime value • Better serves our audiences …But it’s not easy © 2011 Convio, Inc. 4
  5. 5. What’s Standing in Our Way? • • • • Silos Databases Resistance to change Where to start? © 2011 Convio, Inc. 5
  6. 6. The First Steps • Go for a drink with your channel colleagues – and charge it to your org! Talk integration. Start with this conference. • Start small and strategically, with one campaign or donor segment, and don’t go crazy with the data metrics. • Move on, would you? Change is good. • Follow our checklist. © 2011 Convio, Inc. 6
  7. 7. 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 © 2011 Convio, Inc. 7
  8. 8. 2 Multi-Channel Case Studies • Case Study #1: Multi-Channel DRTV Campaign • Case Study #2: Multi-Channel Canceled/Lapsed Online Monthly Donors program © 2011 Convio, Inc. 8
  9. 9. #1: Multi-Channel DRTV Campaign (a.k.a., “The Big Kahuna”) • Organization-wide, multi-channel campaign to acquire, engage, upsell and cultivate donors.
  10. 10. Multi-Channel DRTV Campaign (a.k.a., “The Big Kahuna”) – Goal: New donor acquisition – Audience: TV audience who wants to celebrate animals and confront cruelty. – Timeframe: Aug 2009-ongoing – Acquisition Channels: TV – supported by an inbound call center, online, and mobile – Follow-up/Engagement Channels: Mail, email, outbound call centers, social media – Primary Reporting Methods: Breakeven month, Cost-per-overall donor (CPOD) & Cost-persustaining donor (CPSD); conversion rate (online only)
  11. 11. TV Creative
  12. 12. Donor Channel “Capture” • Primary and secondary paths
  13. 13. Web & Mobile Donation Forms
  14. 14. Web & Mobile HSUS Site Pages Main website homepage: Mobile website homepage:
  15. 15. Google Search Entry Paths © 2011 Convio, Inc. 15
  16. 16. Multi-Channel Offer & Testing Online/Mobile landing pages & PPC Ads: Premium (gift offer) testing is supported across TV, online, mobile, and the call center. TV spot
  17. 17. Donor Acquisition by Channel & Type 5% 5% 9% 20% 35% 60% 66%
  18. 18. Online Breakdown % Web vs. Mobile Donations % Traffic to DRTV Landing Pages by Traffic Source 1% 6% 7% 1% Direct Organic Web Mobile PPC 94% 91% Other Referrers
  19. 19. Google Adwords • Leverage and convert secondary path visitors • Balance between TV vanity URL terms, TV call to action terms and brand terms © 2011 Convio, Inc. 19
  20. 20. Where To Send Them • Historically, visitors went direct to the monthly donation form. • Testing whether an interim splash page would help or hurt conversion rate © 2011 Convio, Inc. 20
  21. 21. Landing Page Testing • Goal: Acquire more sustaining/one-time donors and increase landing page conversion rates. • Channels used: Website landing pages, PPC • Tools: Google Analytics, Google Website Optimizer © 2011 Convio, Inc. 21
  22. 22. Landing Page Testing • Hypothesis: Having a “splash” page preceding the donation form with more information about organization’s mission/goals would acquire more donors and increase landing page conversion rates vs. the control process. This was based on success during year-end 2010. © 2011 Convio, Inc. 22
  23. 23. Landing Page Testing • Tested control form against new A splash & form and new B splash & form • Forms were the same for all • Splash A had more prominent offer for onetime gifts (in addition to monthly) • Splash B had more prominent offer for monthly gifts (in addition to one-time) © 2011 Convio, Inc. 23
  24. 24. Which Did Better? Control Splash A Splash B • Splash A & B both have a video in right column • Splash A has “Donate Now” button, top right • Splash B has “Donate Monthly” button, top right © 2011 Convio, Inc. 24
  25. 25. Conversion Optimization Results 14% increase in # of donations over control for Splash B/Combo 2 © 2011 Convio, Inc. 25
  26. 26. Results Summary • Splash B beat the control by 14% in # of donations. • Splash B conversion rate was15% higher than control. • Even vanity URL type-ins had a significant conversion lift for B - +20%! • And PPC average conversion rates for B doubled. © 2011 Convio, Inc. 26
  27. 27. Post Acquisition: Campaign Donor Cultivation/Engagement • Normal outgoing communications/ engagement (e.g., weekly emails to all online members; Facebook community; etc.) • Monthly “thank you” emails/updates to sustaining donors © 2011 Convio, Inc. 27
  28. 28. Donor Cultivation/Engagement Regular communication/engagement:
  29. 29. Donor Cultivation/Engagement Special monthly updates / “Thank You” emails from CEO: • Sent every month to all active online Sustainers (DRTV and non-DRTV). • Goal is to thank donors and show them how their ongoing support is making a difference for animals. 15% lift in monthly donor retention of donors who receive only these monthly updates! TBD: What’s the right volume of emails for our donors? And is the “right” volume of emails different for DRTV vs. non-DRTV donors?
  30. 30. A Few Considerations - Two full-time staff members dedicated to this single campaign (overall & online) - Multiple staff from various depts. across the org. involved regularly or as needed - External agency manages all media/ media buying & inbound call center
  31. 31. #2: Multi-Channel Canceled/Lapsing Online Monthly Donors Campaign • 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 © 2011 Convio, Inc. 31
  32. 32. #2: Multi-Channel Canceled/Lapsing Online Monthly Donors Campaign • 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. © 2011 Convio, Inc. 32
  33. 33. Donor Cultivation/Engagement
  34. 34. Overall Results 6.8% reactivated by EMAIL 1.3% reactivated by INBOUND call center 6.2% reactivated by OUTBOUND call center 25% 60% 15%
  35. 35. Results • While the percentage of overall reactivation rates from email & outbound are very close – signifying that a multi-channel approach can positively affect results – reactivation by email was the #1 method! • Always send a series of emails (the third emails in the series had the highest open rates!).
  36. 36. Lessons Learned • First and foremost, plan for everything before you begin any type of multi-channel campaign. • Get your donor cultivation series in place: This is a (if not THE) key to success! Be ready to thank and cultivate/otherwise engage with your donors – or be prepared to lose some of the donors acquired via your campaign. © 2011 Convio, Inc. 36
  37. 37. Lessons Learned • Get your campaign reporting plan in place: Don’t wait until it’s reporting time! Know exactly what and how you will report on your multi-channel campaign. • There are limitations of online testing for multi-channel campaigns: Make sure all involved know the limitations. When necessary, testing results may need to be drawn from other channels. © 2011 Convio, Inc. 37
  38. 38. Lessons Learned • Test, test, & re-test – and be patient! Testing is extremely important and should never be “done.” Testing is also timely both during setup and analysis, but don’t get discouraged! The time put in will be well worth it. © 2011 Convio, Inc. 38
  39. 39. Thanks for Your Time! Questions? • Session evaluation code 1142. Go to www.convio.com/2011survey. • Scan this code to download this presentation and checklist. • Feel free to email us with questions: – Liz Murphy, liz@redenginedigital.com – Kelly Townsend, ktownsend@hsus.org – Robin Steffek, robin@redenginedigital.com © 2011 Convio, Inc. 39

×