The Power of Interactive Marketing and Creative Positioning to Improve Donor Loyalty

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How much do you really know about your target audience? And how effectively are you reaching them in a sea of competing interests? This session will provide insight into the creative positioning, marketing strategy, research and planning that every educational institution must consider for their annual giving initiatives. Featuring learnings from two major California universities (CSULA and National University], we will discuss the importance of target audience definition (e.g., who are the most active donors and what is their cumulative impact over time), competitive analysis and using innovative engagement tactics (e.g., social media) to create a lasting bond. From there, we will share various successful interactive marketing strategies which the Annual Giving Professionals audience can use.

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The Power of Interactive Marketing and Creative Positioning to Improve Donor Loyalty

  1. 1. Creative Positioning & Interactive Marketing Best Practices<br />Presented at Annual Giving Professionals Network<br />
  2. 2. e-storm’s Focus – Holistic Marketing<br />SWOT ANALYSIS<br />COMPETITIVE<br />RESEARCH<br />MARKET SIZING & SEGMENTATION<br />BRANDING & POSITIONING<br />STRATEGY<br />RESEARCH<br />INTERNAL & EXTERNAL<br />RESEARCH<br />GO-TO-MARKET STRATEGY<br />CREATIVE DEV’T<br />EXECUTION<br />MEASUREMENT<br />ONLINE ADVERTISING<br />MARKETING ANALYTICS<br />SEO<br />PPC<br />SOCIAL<br />MEDIA<br />OFFLINE MARKETING<br />INT’L MKTG.<br />
  3. 3. Clients: 10 Years – 100 Organizations Worldwide<br />
  4. 4. Positioning & Interactive Marketing Strategies to Help Annual Giving<br />Fine Tune Your Marketing<br />Target audience<br />Understand the competitive landscape<br />Develop “differentiated” messaging to market yourself<br />Case study – Cal State LA by <br />Interactive Go To Market Strategies<br />Social media<br />Centralize analytics & attribution<br />Search engine marketing<br />
  5. 5. Walk before you run – Strategy fine tuning<br />
  6. 6. How to differentiate your annual giving efforts? Walk before you run<br />These steps leading to a focused, simple annual giving strategy<br />
  7. 7. How to research & differentiate?<br />
  8. 8. Look for genuine insights<br />
  9. 9. Development of Strategy<br />Look for naturally inter-locking pieces that, together, form an unassailable advantage<br />
  10. 10. Development of Strategy<br />Develop and test several positioning concepts to express these ideas<br />
  11. 11. Case Study – Cal State LA<br />
  12. 12. CONCEPT MAP<br />
  13. 13. Creative Theme<br />To inspire both immediate online giving and gift planning, the creative direction/theme aims to:<br />Establish a strong, vibrant sense of place.<br />Make it feel personal and real.<br />Promote inclusion.<br /> Creative Theme = Be a part of it. <br />
  14. 14. Creative Theme<br />
  15. 15. Creative Theme<br />
  16. 16. What is IT?<br /> To Be a part of it, potential donors must first know/feel what IT is. <br />CSULA is a…<br />Dynamic, architecturally interesting campus.<br />Populated by motivated, personable students and faculty.<br />And supported by active, progressive alumni and donors.<br />
  17. 17. Prove IT.<br />How do we make it dynamic?<br />The black-and-yellow challenge.<br />Invite interaction and exploration.<br />How do we make it personable?<br />The use of story.<br />Compelling characters.<br />Goal=Engage, Form Emotional Connection<br />
  18. 18.
  19. 19. The use of story.<br />
  20. 20. How can you be a part of it?<br />Both messaging and navigation answer this question.<br />Get Involved = Attend an Event; Join a Group<br />Annual Giving<br />Designated Giving = Give to Your Passion<br />Planned Giving<br />At any level = Make a difference.<br />
  21. 21. Four Stages of Giving<br />
  22. 22. Four Stages of Giving<br />
  23. 23. Four Stages of Giving<br />
  24. 24. Four Stages of Giving<br />
  25. 25. How do we keep them coming back?<br />Renewable Content<br />Events filtered by interest.<br />Relevant stories.<br />Develop Marketing Campaign in line with Creative Theme/Messaging<br />
  26. 26. With Clear Positioning, Differentiator – Can Social Media Help?<br />
  27. 27. What About Social Media?<br />
  28. 28. Why should you care about Social Media<br />
  29. 29. Are consumers really using social media?<br />
  30. 30. Are consumers really using social media?<br />
  31. 31. Are other professionals or donors really using social media…?<br />You bet<br />Professionals<br />http://doteduguru.com<br />http://www.bloghighed.org/<br />http://www.annualgivingexchange.com/<br />http://www.bizbabble.org<br />http://philanthropy.com/<br />Alumni/Donors:<br />http://financialfellow.com/2009/01/16/poll-do-you-donate-to-your-alma-mater/<br />http://www.democraticunderground.com/discuss/duboard.php?az=view_all&address=105x491120<br />http://www.wisebread.com/it-pays-to-be-true-to-your-school-5-ways-your-alma-mater-can-save-you-money<br />
  32. 32. Are other professionals or donors really using social media…?<br />How can you start & get better with social media?<br />Use trackur, google alerts, radian6, google/yahoo/bing blog search to understand:<br />Who is talking about:<br />Your university<br />Your competitors<br />Tax issues<br />Giver’s needs<br />Etc<br />Listen, then engage<br />Measure against benchmarks<br />
  33. 33. Understanding and Reaching Out to Donors<br />Social media is a perfect way for many organizations to:<br />Learn from customers first hand what they want & expect from you<br />Before launching any campaign – check with your end customers - donors<br />Make “consumable” content available – let donors spread the word<br />Develop relationship with alumni/donors, instill trust – annual giving will follow<br />Lower cost per acquisition – increase conversions<br />
  34. 34. Central Analytics – Key To Marketing Optimization<br />
  35. 35. Centralize Analytics – Multichannel Optimization<br />
  36. 36. Centralize Analytics – Multichannel Optimization – Simple Steps<br />Use Google Analytics, Yahoo Analytics, Omniture, or WebTrends to “centrally” track:<br />SEO<br />Paid search<br />Emails<br />Surveys<br />Direct mail – use “info.universityX.edu” to track “offline” results<br />Social media – use Bit.ly & Google Tracker<br />Other offline campaigns – lead them to landing pages<br />Then run attribution<br />Example of findings:<br />20-30% of paid search “credit” comes from other marketing<br />“Offline doesn’t work” – Not true – tracking is usually at fault!<br />Save 30-40% on marketing & re-invest<br />
  37. 37. SEO and Paid Search<br />
  38. 38. 80% of consumers find information through search<br />Cal State LA<br />Consider investing in:<br /><ul><li> Search engine optimization – SEO
  39. 39. Paid search - PPC
  40. 40. Geo-targeted
  41. 41. Related search – competitors, advocacy
  42. 42. Contextual – University X announces….</li></li></ul><li>Search – Leveling the playing field for you<br />Opportunities?<br /><ul><li>Not a lot of advertisers</li></ul>- Good relevant and authoritative pieces can “rise” to first page of Google<br />
  43. 43. Search – Leveling the playing field<br />
  44. 44. Mobile Search & Micropayments<br />
  45. 45. Is History Repeating Itself?<br />
  46. 46. Mobile Marketing - Opportunities<br />What?<br /><ul><li>Reach alumni/donors (and other constituents) no matter where they are
  47. 47. Encourage sharing of content (videos, podcast, etc.) through mobile platforms
  48. 48. Engage!</li></ul>Results?<br /><ul><li>Generate good awareness at lower costs
  49. 49. Buzz through social networks about your efforst
  50. 50. Generate traffic to mobile landing pages
  51. 51. Sign ups & donations!</li></li></ul><li>Mobile Marketing Works<br />Increase in Key Metrics after Exposure to Campaign A<br />*Source: Dynamic Logic, Dec 2007<br />
  52. 52. Use Mobile Marketing to Generate Micropayments?<br />Sponsor all relevant keywords:<br /> “Like Cal State – LA? Can’t give big, consider a simple $5 donation!”<br />Resources:<br />http://www.singletouch.net/index.php<br />http://en.wikipedia.org/wiki/Micropayment<br />http://www.mobileaccord.com/<br />http://www.sonicmobile.com/case_studies/<br />http://www.eschoolnews.com/2010/01/15/haiti-text-donations-to-red-cross-pass-5m/<br />
  53. 53. Thank You!<br />e-storm international<br />William Gaultier<br />Tel.: +1-415-352-1214<br />william@e-storm.com<br />www.e-storm.com<br />twitter.com/wgaultier<br />linkedin.com/in/williamgaultier<br />beyondform<br />Melinda Maerker<br />Principal<br />Beyondform.com<br />Tel: 323.667.3366<br />

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