Opportunities for Engagement in the Digital Age
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Digital communications are becoming a key channel for reaching more diverse demographics. They also provide opportunities for organizations to affordably target a range of audiences through email, microsites, online advertising, and social media. Learn how different organizations were able to break down membership and marketing silos through integrated campaigns that enabled them to meet institutional goals, including engaging new audiences, driving ticket sales and membership revenue, gathering data, and enhancing the success of other marketing channels.
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Opportunities for Engagement in the Digital Age
- 1. AMMC / Opportunities for Engagement in the Digital Age Opportunities for Engagement in the Digital Age
- 2. AMMC / Opportunities for Engagement in the Digital Age Multi-Channel vs. Integration
- 3. AMMC / Opportunities for Engagement in the Digital Age Breaking down silos membership marketing
- 4. AMMC / Opportunities for Engagement in the Digital Age Breaking down silos membership development
- 5. AMMC / Opportunities for Engagement in the Digital Age Two prime examples
- 6. AMMC / Opportunities for Engagement in the Digital Age
- 7. AMMC / Opportunities for Engagement in the Digital Age Founding Member Campaign • New Barnes: – Construction began in 2010; new building opened in May 2012 • Campaign Goals: − Capitalize on excitement surrounding the new building to acquire new members, build awareness and sell tickets • Channels: – direct mail – digital advertising (Google Grant, paid advertising and cookie matching) – email – social media – website
- 8. AMMC / Opportunities for Engagement in the Digital Age Direct Mail Barnes Institutional Carrier Letter Reply Form Brochure
- 9. AMMC / Opportunities for Engagement in the Digital Age Digital Advertising
- 10. AMMC / Opportunities for Engagement in the Digital Age Google Grant
- 11. AMMC / Opportunities for Engagement in the Digital Age Cookie Matching • Input File: 341,514 households • Cookie Matched: 221,799 households • Served Impressions: 74,917 households • Total Impressions: 2,327,425 • Conversions: 255 purchases • Gross Revenue: $28,990.00
- 12. AMMC / Opportunities for Engagement in the Digital Age Microsite
- 13. AMMC / Opportunities for Engagement in the Digital Age Email Conversion Series
- 14. AMMC / Opportunities for Engagement in the Digital Age Social Media
- 15. AMMC / Opportunities for Engagement in the Digital Age Website
- 16. AMMC / Opportunities for Engagement in the Digital Age Campaign Summary 7,765 new members 108 renew members 244 new members 1,115 emails collected Net Revenue: $676,477 Average Gift: $169.35 Net Revenue: $10,490 2.67 million impressions (paid/search only) Net Revenue: $18,459 1,657 page likes Net Revenue: $3,015
- 17. AMMC / Opportunities for Engagement in the Digital Age One year later… • Message beginning to shift • Continue to have an aggressive direct mail program with email follow-up • Continue to utilize our Google Grant • Continue to use our same microsite for online conversions • Continue to send email conversion series
- 18. AMMC / Opportunities for Engagement in the Digital Age Final Tips • Collect email addresses in digital and offline channels –following up with an email conversion series will help continue that interest • Work with marketing to have membership messaging woven throughout website and digital communications • Make online purchase process as quick and painless as possible
- 19. AMMC / Opportunities for Engagement in the Digital Age Longwood Gardens is the living legacy of Pierre S. du Pont, inspiring people through excellence in garden design, horticulture, education and the arts.
- 20. AMMC / Opportunities for Engagement in the Digital Age Light: Installations by Bruce Munro • Installation: – June 9 – September 29 • Campaign Goals: – Drive Membership and ticket sales • Channels: – Digital Advertising – Google Grant Advertising – Remarketing – Facebook engagement – Email
- 21. AMMC / Opportunities for Engagement in the Digital Age Digital Advertising – Ticketing
- 22. AMMC / Opportunities for Engagement in the Digital Age Digital Advertising - Membership
- 23. AMMC / Opportunities for Engagement in the Digital Age Google Grant Longwood Gardens Members see Bruce Munro’s Light free. Join today and save $15! Join.LongwoodGardens.org Bruce Munro See Munro’s Light at Longwood Gardens. Join today and save $15! Join.LongwoodGardens.org Longwood Gardens Members Members enjoy great benefits. Join today and save $15! Join.LongwoodGardens.org Longwood Gardens Don’t miss Bruce Munro’s Light. Save 20% on tickets! Buy now. lighttickets.longwoodgardens.org Bruce Munro Tickets See Munro’s Light at Longwood Gardens. Save 20% on tickets! lighttickets.longwoodgardens.org Longwood Gardens Tickets For a limited time only, save 20% on tickets to Bruce Munro’s Light. lighttickets.longwoodgardens.org Membership Ads Ticketing Ads
- 24. AMMC / Opportunities for Engagement in the Digital Age Microsites
- 25. AMMC / Opportunities for Engagement in the Digital Age Digital Advertising - Remarketing
- 26. AMMC / Opportunities for Engagement in the Digital Age Email Conversion Series Email #1 Email #2 Email #3 Date Sent July 12 July 26 September 18 sent to: 90,428 90,990 6,611 received 89,636 99.12% 90,599 99.57% 6,504 98.38% opens 14,363 16.02% 15,097 16.66% 2,092 32.16% clicks 1,392 9.69% 1,754 11.62% 264 12.62% Number sold 134 225 24 Conversion rate based on emails opened .93% 1.49% 1.14%
- 27. AMMC / Opportunities for Engagement in the Digital Age over 25 million impressions 3,805 email addresses collected 882 memberships purchased − 499 online advertising − 383 email series 1,717 tickets sold $97,274 gross revenue ($36,749 net ) − $64,526 online advertising − $32,748 email series
- 28. AMMC / Opportunities for Engagement in the Digital Age One year later… • Evergreen message about spring/summer • Google Grant and paid advertising campaigns have continued • Remarketing is the sole focus of our digital audience • Beginning to use Facebook’s new Custom Audiences • We’re testing video vs. static image in our long form • Continue with email conversion series
- 29. AMMC / Opportunities for Engagement in the Digital Age Members See It Free We Miss You
- 30. AMMC / Opportunities for Engagement in the Digital Age 30
- 31. AMMC / Opportunities for Engagement in the Digital Age Thank You for Your Support • Email in Month 9 • Pre-Renewal Cycle • Thank you message • Links to compelling video showcasing staff
- 32. AMMC / Opportunities for Engagement in the Digital Age Spring Evergreen Campaign
- 33. AMMC / Opportunities for Engagement in the Digital Age One Video: Two different messages
- 34. AMMC / Opportunities for Engagement in the Digital Age Final Tips • Loop in marketing during the very early planning stages and have a plan for what happens next • Integrate ticket sales with efforts: we had success targeting ticket buyers for membership • Be sure that your digital advertising campaign is transactional – don’t just drive your audience to the home page, drive them to a landing page with a specific call to action • Don’t need a big budget to implement many of these initiatives
- 35. AMMC / Opportunities for Engagement in the Digital Age Final Thoughts & Questions Walter Lukens walter@thelukenscompany.com Aidan Vega, Membership Manager avega@barnesfoundation.org Renee DePietro, Guest Admissions Operations Manager Rdepietro@longwoodgardens.org
Editor's Notes
- Walter:Welcome. Introduce Aidan and Renee.
- Walter:Multi-channel marketing – use of multiple channels to communicate one message. An organization can utilize multi-channel strategies ineffectively if their approach isn’t integrated.Integrated multi-channel marketing – creative and messaging are consistent across channels. Additionally, departments collaborate to share resources while achieving their individual goals.
- Walter:In order to achieve truly integrated multi-channel success, many organizations will need to break down silos that are commonly found in nonprofits.
- Walter:Breaking down silos allows for revenue to increase across all departments.
- Walter:Two organizations that have done this successfully are The Barnes Foundation and Longwood Gardens.Both organizations benefited from big buzz in the press in 2012 – Barnes with the long awaited opening of their new building in Philadelphia and Longwood Gardens with a unique large-scale light installation, the artist’s first installation in the US. In the absence of any “big events” this year, both organizations now have the opportunity to implement the lessons learned from their successful integrated multi-channel campaigns in a more sustainable evergreen fashion. Whether your organization is preparing for a landmark event or just looking to introduce new digital strategies to your program, I think everyone can learn something from the two case studies we’re about to hear.
- Walter:Introduce AidanHas worked in Membership & Visitor Services at the Barnes for nearly five yearsPrior to that she worked at Philadelphia Museum of ArtIn her current role as Membership Manager, Aidan was responsible for increasing the membership count to 25,000 by fall 2012 – from 1,000 in fall 2009
- Aidan:Explain the campaign.
- Aidan:While the focus of this presentation is our digital strategies, its important to note the role that direct mail played in acquiring new members and building awareness.Direct mail offered 10% off of membership.
- Aidan:Digital advertising campaign ran January 10 – May 31. Ads offered 10% off membership.Display and search advertising resulted in 2.67 million impressions.
- Aidan:Google Grant ads ran in conjunction with paid advertising campaign.For those of you that don’t already have a Google Grant (which offers qualifying nonprofits up to $10k/month in free digital advertising), applying for this resource is a great way to begin testing digital advertising for your organization. If budget allows, it’s a good idea to supplement your Google Grant advertisements with paid advertising so that you’re not limited entirely by the Google Grant restrictions.
- Aidan:Used names that we were mailing to directly target through digital advertising to increase mail return and encourage direct response.
- Aidan:Using an abbreviated conversion process rather than directing traffic to our website created an ease of use and increased purchase rate.Went from a 11-12 click process over several pages to a 2 click process and capturing almost 8,000 emails. Used for direct mail, social media monthly e-newsletter and special promotions.
- Aidan:Our online ticket sales, digital advertising and social media campaigns resulted in new email addresses that required follow-up. To convert those interested individuals into members, we used a three part email conversion series to first educate about the Barnes new programming, then engage by inviting prospects to like us on facebook, for example, and the final email in the series proposes an actual ask. Email drove recipients to the same landing pages that we used for the digital advertisements. This would be a cost-effective strategy for organizations who don’t have the budget or staff to manage new digital strategies.
- Aidan:In conjunction with the email conversion series to capitalize on the local media buzz about the new Barnes, we launched a social media campaign offering two free admission tickets. We used a two-step process to capture email addresses so that we could follow up via email with anyone who dropped off after the short form.Fan count increased from 6,922 to 8,627 with this strategy.
- Aidan:While this should be a no-brainer, I know that silos can sometimes make it difficult for membership to get appropriate website visibility. Having the ability for prospects to join in multiple places on our website really made a difference in our results – especially in the final month leading up to the opening when 30% of new members joined online.Because advance reservations were necessary it left little chance for onsite conversion so it was important that ticket purchasers were asked to make a membership gift as part of the purchase path.
- Aidan:Traditional mail was by far the largest direct revenue generator, but its success was supported by these other initiatives. Remember that mail recipients also received cookie ads.
- Aidan:As we approach the one year anniversary of the new Barnes opening, we’re beginning to shift our message away from the new location and more to an institutional message that focuses on the permanent collection and ongoing programming.We’ve continued to focus on the strategies that worked best for us – direct mail, digital advertising and driving online traffic to a microsite rather than our website.We have integrated 2 emails into mail campaign and are seeing strong online responses with 20% of respondents coming through the web. Google grant is mainly used for ticketing, but emails are then put through an email conversion series Integrate link to micro site in digital ads and mail responses
- Walter:Introduce Renee Renee has worked in membership at Longwood Gardens for over four years.Prior to that she worked as Associate Director of Development for Membership at the Morris Arboretum – she also worked in development at the Barnes.In her current role as Guest Admissions Operations Manager, Renee oversees Guest Admissions for more than one million annual visitors and more than 48,000 member households.
- Renee: There are thousands of things you can and need to do to prepare for a blockbuster exhibitThese special exhibits and openings draw thousands of guests and grow the Membership program.The vast majority will know nothing about the exhibit if it weren’t for the efforts and planning of our talented marketing and of course membership teamsSo what did we do while all the planning and installation was going on? We were working with marketing to get our current members excited for the exhibit with save the dates for upcoming Members-only Previews and sneak peaks of the installation with the video you just saw – building momentum and anticipation for what was coming.We saw the opportunity to build membership around the exhibitWe knew we needed the support and buy in from our marketing team to support any big picture ideasWe met with Marketing, asked questions about how marketing Membership fit into the overall strategic vision for marketing the exhibitWhat did we find out? We found we were working in silos, and Membership was not a focus for an online advertising track.Marketing and Membership came together and formulated a plan to advertise Membership and Ticketing online, where all these ads were transactional in nature.We pooled our resources from both budgets to maximize our efforts.We made sure these efforts coincided with our direct mail Membership and onsite acquisition efforts.There needs to be a strategy focused on bringing new guests to see the exhibit, but more importantly, strategizing how to convert them into members or repeat visitors before, during and after they visit
- Renee:Ticket ads featured 20% off tickets.667 transactions totaling 1,717 tickets and $97k in gross revenueMajor Difference between Membership and Ticketing tracks – Membership ads were directed to a microsite with a lot less clicks. Ticketing ads were directed to our website – which has more clicks to get the shopping cart. Our need for timed ticketing to control capacity played a major part in this decision.
- Renee:Membership ads offered $15 off.
- Renee:Google Grant advertising ran in conjunction with paid campaign. We experienced some hiccups with the Google Grant campaign when we realized that we were actually bidding against ourselves on key words. This reiterated the importance of everyone being on the same page.
- Renee:A short form/long form process helped increase our purchase rate. We tested a mobile version during the final two weeks of the exhibit.
- Renee:Remarketing was perhaps our biggest success story of this campaign and it generated the most purchasesOver the course of the campaign, we were able to grow our remarketing audience to 210,000 users. This audience accounted for 174 of the total 213 purchases made through display advertising. We placed remarketing code on our short form landing pages and across the Longwood website so that ads would be served to individuals who visited either of those pages, but didn’t complete a membership or ticket purchase. This universe of people was served our display advertising periodically as they browsed the internet. The same creative shown in the previous digital advertising slides was repurposed for these remarketed ads.Branding campaign ads/ evergreen ads were also kept in place, which was very helpful in driving traffic to Longwood’s website and building our remarketing audience.
- Combined efforts via online, facebook and email brought in 882 memberships over the course of the campaign.383Memberships came directly from the three conversion emailsWe used our house email lists, as well as the emails collected via the short form to solicit for membership.Where do all these email come fromWe sell tickets online for events and general admissionCollect emails from opentable.com for our restaurantPost-visit surveysGeneral email sign up - enewsletter3,805 emails addresses came from the online campaign collected via short formsEmail three was the final smallest group, did not include house lists. Those who filled in the short form most recently and the open rate was much higher for this group.
- Renee:Over 25 million impressions3,805 email address collected882 memberships purchased499 from online advertising383 from email series1,717 total tickets soldFrom 667 ticket purchases$97,274.00 in gross revenue$64,526.00 from online advertising$32,748.00 from email
- Renee: Obviously our message has shifted one year later as the Light exhibit has closed. We don’t have a “blockbuster” for this year, so the message is more evergreen – focusing on the spring/summer seasons and getting outdoors.We’ve continued to use both Google Grant and paid advertising – in fact, our spring campaign just recently launched, timed to hit right after our spring direct mail campaign mailed. Because remarketing was such a success for us last year, we’re actually only targeting our remarketing audience with this year’s digital campaign and not targeting by keyword or geographical location. We’re planning to test Facebook’s new custom audience targeting feature with our spring/summer campaign.We’re beginning to incorporate video more and look forward to testing video vs. static image in our conversion form.
- All members in their renewal cycle now (including those who joined during Light) will get this buckslip insert in their renewal reminder mailerMost who joined during Light joined on the message – Members See it Free, so we are hoping the message hits homes.All members will receive a Members See It Free Email on May 1 – we are hoping this drives home the value of membershipAll members who joined over Christmas and during Light who have not returned since their join date will receive the email on the rightAshley - Image on Right links to another short Video – I sent this along separately – not sure how to get it to play)
- We are also starting a month 9 thank you email to thank members first vs asking for a gift – using a third video showcasing our staff and what happens behind the scenes. We are hoping this really makes them feel connected to Longwood more before we ask for an additional membership gift.http://www.youtube.com/watch?v=Il1rxjFF3xI&list=UUHMP1vVm6vrp4PVDb7fZ_Jw&index=1
- Renee: We can add in creative for the spring campaign (ads/microsites) once everything is approved by you.
- Renee:We met with marketing and TLC together so that both departments were involved from the start of our digital campaign planning. We also shared budget between departments.Running membership and ticketing digital advertising tracks together allowed our departments to share resources/budget.Digital advertising efforts are worthless if you’re not capturing data and following up appropriately.
- Walter:SummarizeField questions