Download - Multi-Channel Campaigns
Direct Marketing 201Direct Marketing 201
Multi-Channel CampaignsPresented by:
Brittany Fowler Susan G. Komen, Maryland Affiliate
Roxanne FiddlerGEDCO
David ChalfantWhitman-Walker Health
Dennis Chyba Adcieo
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An effective multi-channel campaign allows you to place the constituent at the center of your strategy
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Susan G. Komen – Maryland Affiliate
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▸ Email▸ Direct Mail▸ Media/Advertising▸ Social Media▸ Race Website▸ Komen Maryland Website
Multi-Channel Outlets
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▸ Race▸ All Channels
▸ End-of-Year Giving▸ Direct Mail▸ Email▸ Komen Maryland Website
▸ National Campaigns (overlap in our service area supporters)▸ Direct Mail▸ Emails
Campaigns
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Current participants Past participants Team Captains Past Team Captains Survivors Donors
Race Segmentations
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Develop email communication strategy based on segmentation of file
Utilize Race site to house specific information through multiple tabs such as FAQ, Team Challenge, etc.
Provide templates for peer to peer fundraising channels
Utilize social media channels Check data points often (emails sent, donations, etc.)
and tweak plan as needed Use source codes to capture results per channel Offer donor channel preference – online vs. offline. Set clear goals and align your plan to support these
goals
Race Multi-Channel Tactics
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Use multiple channels to increase response We designed a print and email campaign that
highlighted the need within the community for breast health services and focused on the son of a survivor
Mail piece went out in early December to a segment of offline donors
Email to corresponding segment of online donors Three follow up emails counting down to Dec 31 Donors who responded were removed from list Message was modified to focus on tax benefits A pop-up promotion window on Komen Maryland site
End of Year Appeal Tactics
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▸ Komen National has their own marketing campaigns that go out nationally – meaning there is some overlap between local and National
▸ Their campaigns consist mostly of direct mail pieces and emails
▸ In order to differentiate us from National – we continually make sure that our templates and print materials are branded with Komen Maryland specific logos and info
▸ We also try not to disseminate anything if we know it will coincide with something from National
▸ We also make sure to highlight the donation breakdown that 75% of funds raised stay within the Komen Maryland service area and 25% is sent to National.
An Added Element – The National Office
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GEDCO
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‐ Older Adults‐ Professionals‐ Retirees‐ Faith Based‐ Baltimore Natives‐ Volunteers
Individuals
Corporations‐ Member Organizations‐ Baltimore Based‐ Shared Vision‐ Personal Connection
GEDCO Donor
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How does GEDCO reach it’s donors?• Direct Mail and Newsletters• Online Engagement• Events• Phone-A-Thon• Board Fundraising• Individual Calls
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Comparison of EOY Giving
EOY 2012
EOY 2011
$0 $20,000 $40,000 $60,000 $80,000
$100,000 $120,000 $140,000 $160,000
Online Donations Appeal ResponsesThanksGiv-ing Tribute
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Why the Increase? New donors Higher gifts from current donors Use of communications
Supported and framed final appeal Personal look at residents and
clients
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Whitman-Walker Health
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- Opportunity To Share Personal Stories- Increased Awareness - Increase In Funds Raised - Platform From Which To Launch Year End Campaigns
Neighbors in Need Campaign 11.3.12
“Never the wrong time to launch a good campaign.”
Strong Message + Multi-Channel Approach =
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• Three Week “Mini” Campaign Bookended By Aids Walk Washington, Our Largest Fund Raiser And Thanksgiving
• Neighbors In Need Campaign Channels:• Direct Mail• Telemarketing• Newsletter• Paid Advertising**Paid Advertising Leveraged To Entice Earned Media/Op-edRelate Campaign To Current Issue And Sell Story To Local Print And Television Media
• Take Over Of Our Own Homepage To Drive Online Donations
• Blog• Facebook
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• Letter From Chief Medical Officer Talking About His Patients With Lift Note From Executive Director
• Neighbors In Need Audience:o 36 Month Active File
o 36 Month Lapsed
o Acquisition 1.32% RESPONSE• Lobby Visitors• Grateful Patients
8.4% RESPONSE
6.1% RESPONSE
+ = 5% RESPONSE
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• Neighbors In Need Acknowledgment Utilized Year End Seasonal Card With Well Crafted Thank You And A Year End Soft Ask.
• End Of Year Campaign:o Seasonal Card With Neighbors In Need Theme
o Online
4.5% RESPONSE
5.91% RESPONSE
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Dennis Chyba - [email protected]
Brittany Fowler – Komen [email protected]
Roxanne Fiddler – [email protected]
David Chalfant – Whitman-Walker [email protected]
