Power of integration aug2012-ppt

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The Power of Integration webinar on The Salvation Army Canada's Dignity Project fundraising campaign

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Power of integration aug2012-ppt

  1. 1. The  Power  of  Integra/on:   Cu3ng  Through  The  Clu5er   Webinar  on  The  Salva/on  Army  Canada’s   Holiday  “Dignity”  Campaign  Join  the  Conversa.on  on  Twi1er!!              #GrizIntegrate  
  2. 2. Meet  Your  Webinar  Presenters  Madlen  Satamian  Vice  President  and  Senior  Strategist,  Media    Grizzard  Communica/ons  Group         Major  John  M.  Murray   Divisional  Secretary  for  Public  Rela/ons  and   Development,  The  Salva/on  Army  Canada,     Ontario  Central  East  Division 2  
  3. 3.   Grizzard  Communica/ons  Group    Partners  with  more  than  1,400  nonprofits  in  North  America  –  more  than  any  other  agency  Raised  $4  billion  for  nonprofits  since  1919  200+  associates  in  two  offices  and  na/onwide  Direct  mail  results/ROI,  digital  integra/on,  mul/-­‐channel  fundraising  programs  Results-­‐oriented,  client-­‐focused  agency  with  a  heart  for  igni/ng  donor  ac/on,  passion  and  loyalty     3  
  4. 4. Join  The  Conversa/on    on  Twi5er!   #GrizIntegrate 4  
  5. 5. Challenges  ✗  Changing  demographic  trends   5  
  6. 6. Challenges  ✗  Changing  demographic  trends  ✗  Cultural  and  social  changes   6  
  7. 7. Challenges  ✗  Changing  demographic  trends  ✗  Cultural  and  social  changes  ✗  Technological  revolu/on   7  
  8. 8. Challenges  ✗  Changing  demographic  trends  ✗  Cultural  and  social  changes  ✗  Technological  revolu/on  ✗  Media  channel  explosion  (clu5er)   8  
  9. 9. Challenges  ✗  Changing  demographic  trends  ✗  Cultural  and  social  changes  ✗  Technological  revolu/on  ✗  Media  channel  explosion  (clu5er)  ✗  Increased  compe//on  for  nonprofits     9  
  10. 10. Strategy  For  Mul/-­‐Channel  Acquisi/on  ✔ Given  the  challenges,  single  channel  does  not  work   10  
  11. 11. Strategy  For  Mul/-­‐Channel  Acquisi/on  ✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency   11  
  12. 12. Strategy  For  Mul/-­‐Channel  Acquisi/on  ✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  ✔  Commitment  to  consistency 12  
  13. 13. Strategy  For  Mul/-­‐Channel  Acquisi/on  ✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  ✔  Commitment  to  consistency✔  Choose  the  right  media   13  
  14. 14. Strategy  For  Mul/-­‐Channel  Acquisi/on  ✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  ✔  Commitment  to  consistency✔  Choose  the  right  media  ✔Choose  one  clear  and  compelling  message  across  a  variety  of  carefully  selected  op/ons  both  online  and  offline   14  
  15. 15. Strategy  For  Mul/-­‐Channel  Acquisi/on  ✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  ✔  Commitment  to  consistency✔  Choose  the  right  media  ✔Choose  one  clear  and  compelling  message  across  a  variety  of  carefully  selected  op/ons  both  online  and  offline  ✔ Expand  your  reach  into  the  marketplace   15  
  16. 16. Strategy  For  Mul/-­‐Channel  Acquisi/on  ✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  ✔  Commitment  to  consistency✔  Choose  the  right  media  ✔Choose  one  clear  and  compelling  message  across  a  variety  of  carefully  selected  op/ons  both  online  and  offline  ✔ Expand  your  reach  into  the  marketplace  ✔  Break  through  the  clu5er  with  mul/ple  impressions   16  
  17. 17. Strategy  For  Mul/-­‐Channel  Acquisi/on  ✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  ✔  Commitment  to  consistency✔  Choose  the  right  media  ✔Choose  one  clear  and  compelling  message  across  a  variety  of  carefully  selected  op/ons  both  online  and  offline  ✔ Expand  your  reach  into  the  marketplace  ✔  Break  through  the  clu5er  with  mul/ple  impressions  ✔  Advance  the  brand  and  build  trust   17  
  18. 18. Strategy  For  Mul/-­‐Channel  Acquisi/on  ✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  ✔  Commitment  to  consistency✔  Choose  the  right  media  ✔Choose  one  clear  and  compelling  message  across  a  variety  of  carefully  selected  op/ons  both  online  and  offline  ✔ Expand  your  reach  into  the  marketplace  ✔  Break  through  the  clu5er  with  mul/ple  impressions  ✔ Advance  the  brand  and  build  trust   18  ✔  PR  and  Direct  Response  must  work  together  
  19. 19. Poll:       What  are  your  challenges  in  implemen/ng  a  mul/-­‐channel   approach?       19  
  20. 20. Results  You  Will  See  $  You  will  recruit  be5er  donors   20  
  21. 21. Results  You  Will  See  $  You  will  recruit  be5er  donors  $  You  will  acquire  more  new  donors  and  more  revenue   21  
  22. 22. Results  You  Will  See  $  You  will  recruit  be5er  donors  $  You  will  acquire  more  new  donors  and  more  revenue  $  You  will  energize  the  exis/ng  donor  base  for  greater  giving   22  
  23. 23. Impact  ì  Acquisition   23  
  24. 24. Impact  ì  Acquisitionì  Donor mailings   24  
  25. 25. Impact  ì  Acquisitionì  Donor mailingsì  Lapsed donor re-activation   25  
  26. 26. Impact  ì  Acquisitionì  Donor mailingsì  Lapsed donor re-activationì  Internet donations   26  
  27. 27. Impact  ì  Acquisitionì  Donor mailingsì  Lapsed donor re-activationì  Internet donationsì  In-bound call center   27  
  28. 28. Impact  ì  Acquisitionì  Donor mailingsì  Lapsed donor re-activationì  Internet donationsì  In-bound call centerì  White mail   28  
  29. 29. Impact  ì  Acquisitionì  Donor mailingsì  Lapsed donor re-activationì  Internet donationsì  In-bound call centerì  White mailì  Internal programs such as planned giving andmajor gifts   29  
  30. 30. Impact  ì  Acquisitionì  Donor mailingsì  Lapsed donor re-activationì  Internet donationsì  In-bound call centerì  White mailì  Internal programs such as planned giving andmajor giftsì Increased awareness of the brand in thecommunity 30  
  31. 31. Poll:      Are  you  seeing  direct  mail  results    down,  with  results  from  online   and  other  channels  up?   31  
  32. 32. Dignity  Campaign  Case  Study     32  
  33. 33. The  Market:   Greater  Toronto  Area  ì  Popula/on  is  about  6  Million  ì  Most  diverse  ethnic  market  ì  More  than  100  languages  are  spoken  in  Toronto  alone  ì  Many  privacy  laws  making  direct  mail  acquisi/on  challenging     33  
  34. 34. The  Integrated  Media  Plan  ¤  Direct  mail   34  
  35. 35. The  Integrated  Media  Plan  ¤  Direct  mail  ¤  Space  ads  in  Toronto  Star   35  
  36. 36. The  Integrated  Media  Plan  ¤  Direct  mail  ¤  Space  ads  in  Toronto  Star  ¤  Toronto  Star-­‐Giq  Giving  Guide   36  
  37. 37. The  Integrated  Media  Plan  ¤  Direct  mail  ¤  Space  ads  in  Toronto  Star  ¤  Toronto  Star-­‐Giq  Giving  Guide  ¤  Banner  ads  on  thestar.com   37  
  38. 38. The  Integrated  Media  Plan  ¤  Direct  mail  ¤  Space  ads  in  Toronto  Star  ¤  Toronto  Star-­‐Giq  Giving  Guide  ¤  Banner  ads  on  thestar.com  ¤  Out  of  home   }  Bus  shelters   }  Digital  billboards   }  Rail-­‐interior  posters   38  
  39. 39. Dignity  Campaign  Crea/ve     39  
  40. 40.  2011  Integrated  Art  –  Bus  Shelters   41  
  41. 41.  2011  Integrated  Art  –  Digital  Superboard  (Outdoors)   42  
  42. 42.  2011  Integrated  Art  –  Digital  Superboard  (Live)   43  
  43. 43.  2011  Integrated  Art  –  Space  Ads   44  
  44. 44.  2011  Integrated  Art  –  Bus  Shelters  (Live)   45  
  45. 45.  2011  Integrated  Art  –  Movie  Screen  (30  seconds)   46  
  46. 46. 2011  Integrated  Art  –  Homepage  Takeover   47  
  47. 47. TheStar.com  Crea/ve   Big  Box  (300x250)   Featured  Adver9ser  (135x98)   Voken  to  Big  Box     48  
  48. 48. TheStar.com  Crea/ve  Wallpaper  (1280x600)   Leaderboard  (728x90)   SuperbuFon  (237x90)   49  
  49. 49. Dignity  Campaign  Results     50  
  50. 50. Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in    the  integrated  campaign   51  
  51. 51. Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in    the  integrated  campaign  ★  32%  increase  in  new  donor  revenue   52  
  52. 52. Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in    the  integrated  campaign  ★  32%  increase  in  new  donor  revenue  ★  16%  increase  in  new  donor  revenue  across  all    par/cipa/ng  markets   53  
  53. 53. Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in    the  integrated  campaign  ★  32%  increase  in  new  donor  revenue  ★  16%  increase  in  new  donor  revenue  across  all    par/cipa/ng  markets  ★  27%  increase  in  web  traffic   54  
  54. 54. Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in    the  integrated  campaign  ★  32%  increase  in  new  donor  revenue  ★  16%  increase  in  new  donor  revenue  across  all    par/cipa/ng  markets  ★  27%  increase  in  web  traffic  ★  15%  increase  in  online  dona/ons   55  
  55. 55. Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in    the  integrated  campaign  ★  32%  increase  in  new  donor  revenue  ★  16%  increase  in  new  donor  revenue  across  all    par/cipa/ng  markets  ★  27%  increase  in  web  traffic  ★  15%  increase  in  online  dona/ons  ★  8%  increase  in  new  donors  acquired   56  
  56. 56. Integrated  Strategy     Analysis  and  Recommenda/ons   Do not review results in a vacuum 57  
  57. 57. Integrated  Strategy     Analysis  and  Recommenda/ons   Do not review results in a vacuum Donors/income from all sources must becounted 58  
  58. 58. Integrated  Strategy     Analysis  and  Recommenda/ons   Do not review results in a vacuum Donors/income from all sources must becounted Set up expectations and the rightparameters to measure during planning 59  
  59. 59. Integrated  Strategy     Analysis  and  Recommenda/ons   Do not review results in a vacuum Donors/income from all sources must becounted Set up expectations and the rightparameters to measure during planning  Data  must  be  collected  from  all  sources  and  the  campaign  must  be  reviewed  as  a  whole   60  
  60. 60. Contact:       Madlen  Satamian   VP  and  Senior  Strategist,  Media   (800)  325-­‐4892    Madlen.satamian@grizzard.com     Next Webinar: Sept. 13 1pm EDTChip Grizzard and FirstGiving peer-to-peer fundraiser:“Is The Check Still In The Mail? Fundraising Best Practices For 2012 and Beyond” Register Today! 61   http://bit.ly/ONWQKp

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