"The Holy Grail Checklist: Planning a Powerful Multichannel Campaign" (rev for Dot Org Meetup, Oct...

transcript

[Liz MurphyPresident & Founder, RedEngine Digital]

Planning An Integrated, Powerful Multi-Channel Campaign

Kelly Townsend Online Fundraising Manager, CommunicationsHumane Society of the United States

✔THE HOLY GRAIL CHECKLIST

The Holy Grail Checklist

Kickoff & Collaboration Audience & Campaign Theme Timing Campaign Goals & Measurement Channel Selection Messaging & Creative Testing & Optimization Plan Cultivation & Conversion Strategy & Plan Reporting Post-Campaign Review

(Go to http://www.redenginedigital.com/checklist/ to download the full checklist)

Death By Silo

Channels

Select the appropriate channels to use and test– Match campaign to audiences– All online, online and offline? – How does the timing work for each of the channels?– “Natural” partners:

• Search, email, display, social, web, mobile• Email, DM, and TM• Events, social, mobile• DRTV, phone, web, search, display

Identify sequencing and use of channels during the campaign

Channels Select the appropriate channels to use and test

– Match campaign to audiences – All online, online and offline? – Does timing work for all channels?– “Natural” partners

• Search, email, display, social, web, mobile• Email, DM (dependent on emails) and TM• Events, social, mobile• DRTV, phone, web, search, display

Identify sequencing and use of channels during the campaign– Pre and/or post emails with DM; advocacy/“engagement” emails before

appeals via multiple channels; search and retargeting; follow-up telemarketing, etc.

Summer 2013 Puppy Mills Campaign

Included all major online channels as well as mail and telemarketing

Messaging & Creative

Will you have same messaging and offer in all channels for campaign timeframe?

It doesn’t always make sense to do so.

Get signoff on the Brief from all pertinent parties

Messaging & Creative

Have a plan for breaking news that relates to your campaign. Otherwise, you can miss an opportunity.

Be open and opportunistic.

Be Prepared for Surprises/Opportunities

Puppy Mill rescue emergency appeal #1 Puppy Mill rescue emergency appeal #2

Integrate at least for really big moments!

Cultivation & Conversion

Cultivation & Conversion Strategy Plan

Create your welcome and conversion series BEFORE you launch!

Reference came messaging tone and look as campaign

Create your welcome and conversion series BEFORE you launch!

Reference same messaging tone and look as campaign

Determine segments for conversion & cultivation plan, e.g.– One-time donors to the campaign should get a sustainer

invite 10 days after their donation (whether this is during the campaign or after)

– Non-donors to the campaign should be asked for a one-time donation after the campaign ends – and you may use another channel such as telemarketing if all prior asks were done online. Then, donors who give should get a sustaining donor appeal shortly thereafter!

Determine what your cultivation series (or single cultivation email) will look like. – Always thank action-takers and/or donors as your

final communication about the campaign. – Some additional questions to consider:

• Will you follow up with campaign action-takers and/or donors in the future about your campaign? If so, when and what will you say?

Calendar all dates for cultivation and conversion within your main campaign calendar

Determine what your cultivation series (or single cultivation email) will look like. – Always thank action-takers and/or donors as your

final communication about the campaign. – Some additional questions to consider:

• Will you follow up with campaign action-takers and/or donors in the future? If so, when and what will you say?

Calendar all dates for cultivation and conversion within your main campaign calendar

To end the campaign, we thanked donors (left) and action-taker/non-donors (right). We recapped the campaign and mentioned our plans for the remainder of the year.

Tip: Think (way) ahead. Create a strategy and campaign for lapsed donor communications frequency reporting methods and goals for retention or reactivation – If you have to pick and choose, determine where you’ll

get the most amount of revenue – e.g., it may make sense to reinstate lapsed sustainers as sustainers (or at least 1x givers) as opposed to yet again emailing a non-donor for a gift.

HSUS Canceled Monthly Donors

Goal: Reinstate lapsing and canceled monthly donors by asking them to become monthly donors again.

Channels used: Email, website landing pages, inbound call center, outbound call center

HSUS Canceled Monthly Donors

Methodology:• Series of emails to all lapsing and canceled online monthly

donors, asking them to become a monthly donor again.

• Outgoing emails include a link to dedicated donation forms, as well as a phone number to our membership inbound call center.

• After emails/inbound call center period is over, all non-reinstated sustaining donors are called by an outbound call center.

HSUS Canceled Monthly DonorsEmail Donation form (landing page)

HSUS Canceled Monthly DonorsRESULTS:• Of all of the canceled

monthly donors includedin these programs, an average of:

6.8% reactivate by email

1.3% reactivate via the inbound call center

6.2% are reactivated via the outbound call center

That’s about a 15% reactivation rate!

Reactivation Rate by Channel

EmailInbound Call CenterOutbound Call Center

Post-Campaign Review

Gather cross-channel team when the final report is complete

Review final campaign report and results by channel

Document learnings from each channel for future campaigns and disseminate internally

Puppy Mills Campaign Reports (detailed & executive)

Identify opportunities for new integrated campaign(s)

Schedule planning session for next campaign

Identify opportunities for new integrated campaign(s)

Schedule planning session for next campaign

THANK YOU

Any Questions?

#AtTheBridge

Interact with Kelly / The HSUS

Tweet at us – @humanesociety– @krt84

Like us on Facebook!– www.facebook.com/humanesociety

Check out our website– www.humanesociety.org

"The Holy Grail Checklist: Planning a Powerful Multichannel Campaign" (rev for Dot Org Meetup, Oct...

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