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Things you’ll need for success…By Amy McGeever

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Amy McGeever's presentation from Ten! Tips on how to make a digital fundraising campaign a succes using a case study from the NSPCC's Letter from Santa campaign.

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Things you’ll need for success… Amy McGeever [email_address] @amyatmesh
#1 …A great idea ,[object Object],[object Object],[object Object]
Don’t get distracted by technology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An example of a great idea: NSPCC’s Letter from Santa campaign* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Watch the television advert on YouTube *NOTE: Campaign details shared here are with the express permission of the NSPCC
Additional background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Growth in online orders, 2007-2009 ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
All the help you can get… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Photo credit: Hitchster
Targeted promotions ,[object Object],[object Object],[object Object]
Letter from Santa digital marketing results 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Letter from Santa banner creative 2009 GM.TV Lifestyle Advertorial – value placement AOL Homepage rotator – value ad NOTE: Compared w other NSPCC banner adverts, the LFS campaign has a much lower average gift. However the volume is very high & it is a good lead generator for regular donors.
Letter from Santa digital marketing results 2008 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],NOTE: The 2008 campaign was tracked differently than the 2009 campaign so it’s a bit ‘apples and oranges’ in terms of benchmarking
[object Object],[object Object],[object Object],Photo credit: Alan Cleaver
Investing in your digital campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Staffing/resourcing your digital campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you Amy McGeever [email_address] @amyatmesh

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Things you’ll need for success…By Amy McGeever

  • 1. Things you’ll need for success… Amy McGeever [email_address] @amyatmesh
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  • 12. Letter from Santa banner creative 2009 GM.TV Lifestyle Advertorial – value placement AOL Homepage rotator – value ad NOTE: Compared w other NSPCC banner adverts, the LFS campaign has a much lower average gift. However the volume is very high & it is a good lead generator for regular donors.
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  • 18. Thank you Amy McGeever [email_address] @amyatmesh