[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
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
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
Cultivation & Conversion Strategy Plan
Create your welcome and conversion series BEFORE you launch!
Reference same messaging tone and look as campaign
Cultivation & Conversion Strategy Plan
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!
Cultivation & Conversion Strategy Plan
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
Cultivation & Conversion Strategy Plan
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.
Cultivation & Conversion Strategy Plan
Cultivation & Conversion Strategy Plan
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
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
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
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)
Post-Campaign Review
Identify opportunities for new integrated campaign(s)
Schedule planning session for next campaign
Post-Campaign Review
Identify opportunities for new integrated campaign(s)
Schedule planning session for next campaign
THANK YOU
Any Questions?
#AtTheBridge
Interact with Kelly / The HSUS
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