Anatomy of an Integrated campaign

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  • MoveOn's television ad competition. People devise their own ads, and then the public votes on their favourite. The winning ad is aired on TV, or in the case of banners, displayed on websites all over the web .
  • Anatomy of an Integrated campaign

    1. 2. Anatomy of an Integrated campaign Press Ad Online advertising Google adwords (pay-per-click) Viral email On the streets (face-to-face) PROMOTION CHANNEL CONVERSION CHANNEL RESPONSE CHANNEL Email/Website Mail Telemarketing
    2. 3. <ul><li>Press Ad </li></ul><ul><li>16.02.2005 – the day the Kyoto protocol passed into International law </li></ul><ul><li>Published in: </li></ul><ul><li>Sydney Morning Herald (circulation: 217,000) </li></ul><ul><li>The Age (circulation: 200,000) </li></ul>Respond through website or by return fax
    3. 4. Street petition
    4. 5. Banners 14.02-14.03.2005 900,000 impressions on MSN, The Age, and Sydney Morning Herald Sample “island” ad Sample standard banners ads: 2 executions
    5. 7. Petitions collected: Feb/March 2005 <ul><li>23,421 petitions (70% from non-donors) </li></ul><ul><li>71% online. Average cost-per-response = A$ 1.61 </li></ul><ul><li>7% offline. Average cost-per-response = A$ 13.55 </li></ul><ul><li>20% mostly from word of mouth </li></ul>
    6. 8. Follow up ask: donation <ul><li>8,197 new leads for fundraising (gave permission to be contacted further) </li></ul><ul><ul><ul><li>Follow up by email to everyone who provided an email address (single gift ask) </li></ul></ul></ul><ul><ul><ul><li>Follow up by mail whoever didn’t provide email address (A$ 5 p.m. ask) </li></ul></ul></ul><ul><ul><ul><li>Follow up by telemarketing whoever provided a telephone number (A$ 20 p.m. ask) </li></ul></ul></ul>
    7. 10. Conversion into donations <ul><li>2.9% conversion rate from new leads </li></ul><ul><li>239 donations: 52 one time, 187 monthly </li></ul><ul><li>Total value $55,669.12 in the first year </li></ul>
    8. 12. The idea is to tap into EVERY supporter’s mind for divine inspiration to make co-created goods, co-created services and co-created experiences. Your supporters can write your website content, market your cause, design your merchandise, AND raise money for your organization.
    9. 14. I know I'm late, but here you go anyway Josh Smith, United Kingdom
    10. 15. It's all about ridiculous people... Nic , France
    11. 20. Tips for the road ahead <ul><li>Create rapidly executed tests ( that may succeed or fail ) and see what works for you </li></ul><ul><li>Harness the inspiration and ideas of your supporters (you don’t have to do everything yourself!) </li></ul><ul><li>Email is still the killer app for online fundraising: so make all efforts to grow the size of your mailing list </li></ul><ul><li>Partner with a colleague or agency who “gets it” and can help with the technical aspects </li></ul><ul><li>Integrate, integrate, integrate! </li></ul>
    12. 21. Lale Metzinger Internet Fundraising Manager Greenpeace International email: [email_address] Thanks… and now over to Johan

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