multi-channel campaigns

PowerPoint Presentation

Multi-Channel Campaigns

Presented by:

Brittany Fowler Susan G. Komen, Maryland Affiliate

Roxanne FiddlerGEDCO

David ChalfantWhitman-Walker Health

Dennis Chyba Adcieo

Direct Marketing 201Direct Marketing 201An effective multi-channel campaign allows you to place the constituent at the center of your strategy

Direct Marketing 2012Susan G. Komen Maryland Affiliate

Direct Marketing 201EmailDirect MailMedia/AdvertisingSocial MediaRace WebsiteKomen Maryland Website

Multi-Channel Outlets

Direct Marketing 201

RaceAll Channels End-of-Year GivingDirect MailEmailKomen Maryland WebsiteNational Campaigns (overlap in our service area supporters)Direct MailEmailsCampaignsDirect Marketing 201Current participantsPast participantsTeam CaptainsPast Team Captains SurvivorsDonors

Race SegmentationsDirect Marketing 201Develop email communication strategy based on segmentation of fileUtilize Race site to house specific information through multiple tabs such as FAQ, Team Challenge, etc.Provide templates for peer to peer fundraising channelsUtilize social media channelsCheck data points often (emails sent, donations, etc.) and tweak plan as neededUse source codes to capture results per channelOffer donor channel preference online vs. offline. Set clear goals and align your plan to support these goals

Race Multi-Channel TacticsDirect Marketing 201Use multiple channels to increase responseWe designed a print and email campaign that highlighted the need within the community for breast health services and focused on the son of a survivorMail piece went out in early December to a segment of offline donorsEmail to corresponding segment of online donorsThree follow up emails counting down to Dec 31Donors who responded were removed from listMessage was modified to focus on tax benefitsA pop-up promotion window on Komen Maryland site

End of Year Appeal TacticsDirect Marketing 201Komen 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 emailsIn order to differentiate us from National we continually make sure that our templates and print materials are branded with Komen Maryland specific logos and infoWe also try not to disseminate anything if we know it will coincide with something from NationalWe 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 OfficeDirect Marketing 201

GEDCODirect Marketing 201

Direct Marketing 201

Older AdultsProfessionalsRetireesFaith BasedBaltimore NativesVolunteers

IndividualsCorporations

Member OrganizationsBaltimore BasedShared VisionPersonal Connection

GEDCO DonorDirect Marketing 201How does GEDCO reach its donors?Direct Mail and NewslettersOnline EngagementEventsPhone-A-ThonBoard FundraisingIndividual Calls

Direct Marketing 201Comparison of EOY Giving Direct Marketing 201Why the Increase?

New donors Higher gifts from current donorsUse of communications Supported and framed final appeal Personal look at residents and clients

Direct Marketing 201

Whitman-Walker HealthDirect Marketing 201- Opportunity To Share Personal Stories- Increased Awareness - Increase In Funds Raised - Platform From Which To Launch Year End CampaignsNeighbors in Need Campaign 11.3.12

Never the wrong time to launch a good campaign.Strong Message + Multi-Channel Approach =

Direct Marketing 20117Three Week Mini Campaign Bookended By Aids Walk Washington, Our Largest Fund Raiser And ThanksgivingNeighbors In Need Campaign Channels:Direct MailTelemarketingNewsletterPaid Advertising**Paid Advertising Leveraged To Entice Earned Media/Op-edRelate Campaign To Current Issue And Sell Story To Local Print And Television MediaTake Over Of Our Own Homepage To Drive Online DonationsBlogFacebook

Direct Marketing 201Letter From Chief Medical Officer Talking About His Patients With Lift Note From Executive DirectorNeighbors In Need Audience:36 Month Active File

36 Month Lapsed

Acquisition 1.32% RESPONSELobby VisitorsGrateful Patients

8.4% RESPONSE6.1% RESPONSE+=5% RESPONSEDirect Marketing 201Neighbors In Need Acknowledgment Utilized Year End Seasonal Card With Well Crafted Thank You And A Year End Soft Ask.End Of Year Campaign:Seasonal Card With Neighbors In Need Theme

Online

4.5% RESPONSE5.91% RESPONSE

Direct Marketing 20120

Dennis Chyba - AdcieoDennis.Chyba@adcieo.com

Brittany Fowler Komen Marylandbfowler@komenmd.org

Roxanne Fiddler GEDCOrfiddler@gedco.org

David Chalfant Whitman-Walker Healthdchalfant@whitman-walker.org

Direct Marketing 201