The Power of Integra/on: Cu3ng Through The Clu5er
Webinar on The Salva/on Army Canada’s Holiday “Dignity” Campaign
Join the Conversa.on on Twi1er!! #GrizIntegrate
Meet Your Webinar Presenters
Madlen Satamian Vice President and Senior Strategist, Media Grizzard Communica/ons Group
Major John M. Murray Divisional Secretary for Public Rela/ons and Development, The Salva/on Army Canada,
Ontario Central East Division 2
Grizzard Communica/ons Group
Partners with more than 1,400 nonprofits in North America – more than any other agency Raised $4 billion for nonprofits since 1919 200+ associates in two offices and na/onwide Direct mail results/ROI, digital integra/on, mul/-‐channel fundraising programs Results-‐oriented, client-‐focused agency with a heart for igni/ng donor ac/on, passion and loyalty
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Join The Conversa/on on Twi5er!
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#GrizIntegrate
Challenges
✗ Changing demographic trends
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Challenges
✗ Changing demographic trends ✗ Cultural and social changes
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Challenges
✗ Changing demographic trends ✗ Cultural and social changes ✗ Technological revolu/on
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Challenges
✗ Changing demographic trends ✗ Cultural and social changes ✗ Technological revolu/on ✗ Media channel explosion (clu5er)
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Challenges
✗ Changing demographic trends ✗ Cultural and social changes ✗ Technological revolu/on ✗ Media channel explosion (clu5er) ✗ Increased compe//on for nonprofits
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Strategy For Mul/-‐Channel Acquisi/on
✔ Given the challenges, single channel does not work
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Strategy For Mul/-‐Channel Acquisi/on
✔ Given the challenges, single channel does not work ✔ Reach and frequency
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Strategy For Mul/-‐Channel Acquisi/on
✔ Given the challenges, single channel does not work ✔ Reach and frequency
✔ Commitment to consistency
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Strategy For Mul/-‐Channel Acquisi/on
✔ Given the challenges, single channel does not work ✔ Reach and frequency
✔ Commitment to consistency ✔ Choose the right media
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Strategy For Mul/-‐Channel Acquisi/on
✔ Given the challenges, single channel does not work ✔ Reach and frequency
✔ Commitment to consistency ✔ Choose the right media
✔Choose one clear and compelling message across a variety of carefully selected op/ons both online and offline
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Strategy For Mul/-‐Channel Acquisi/on
✔ Given the challenges, single channel does not work ✔ Reach and frequency
✔ Commitment to consistency ✔ Choose the right media
✔Choose one clear and compelling message across a variety of carefully selected op/ons both online and offline
✔ Expand your reach into the marketplace
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Strategy For Mul/-‐Channel Acquisi/on
✔ Given the challenges, single channel does not work ✔ Reach and frequency
✔ Commitment to consistency ✔ Choose the right media
✔Choose one clear and compelling message across a variety of carefully selected op/ons both online and offline
✔ Expand your reach into the marketplace
✔ Break through the clu5er with mul/ple impressions 16
Strategy For Mul/-‐Channel Acquisi/on ✔ Given the challenges, single channel does not work ✔ Reach and frequency
✔ Commitment to consistency ✔ Choose the right media
✔Choose one clear and compelling message across a variety of carefully selected op/ons both online and offline
✔ Expand your reach into the marketplace
✔ Break through the clu5er with mul/ple impressions
✔ Advance the brand and build trust 17
Strategy For Mul/-‐Channel Acquisi/on ✔ Given the challenges, single channel does not work ✔ Reach and frequency
✔ Commitment to consistency ✔ Choose the right media
✔Choose one clear and compelling message across a variety of carefully selected op/ons both online and offline
✔ Expand your reach into the marketplace
✔ Break through the clu5er with mul/ple impressions
✔ Advance the brand and build trust
✔ PR and Direct Response must work together
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Poll:
What are your challenges in implemen/ng a mul/-‐channel
approach?
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Results You Will See
$ You will recruit be5er donors
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Results You Will See
$ You will recruit be5er donors $ You will acquire more new donors and more revenue
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Results You Will See
$ You will recruit be5er donors $ You will acquire more new donors and more revenue
$ You will energize the exis/ng donor base for greater giving
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Impact ì Acquisition
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Impact ì Acquisition
ì Donor mailings
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Impact ì Acquisition
ì Donor mailings
ì Lapsed donor re-activation
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Impact ì Acquisition
ì Donor mailings
ì Lapsed donor re-activation
ì Internet donations
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Impact ì Acquisition
ì Donor mailings
ì Lapsed donor re-activation
ì Internet donations
ì In-bound call center
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Impact ì Acquisition
ì Donor mailings
ì Lapsed donor re-activation
ì Internet donations
ì In-bound call center
ì White mail
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Impact ì Acquisition
ì Donor mailings
ì Lapsed donor re-activation
ì Internet donations
ì In-bound call center
ì White mail
ì Internal programs such as planned giving and major gifts
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Impact ì Acquisition
ì Donor mailings
ì Lapsed donor re-activation
ì Internet donations
ì In-bound call center
ì White mail
ì Internal programs such as planned giving and major gifts
ì Increased awareness of the brand in the community
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Poll:
Are you seeing direct mail results down, with results from online
and other channels up?
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Dignity Campaign Case Study
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The Market: Greater Toronto Area
ì Popula/on is about 6 Million ì Most diverse ethnic market ì More than 100 languages are spoken in Toronto alone ì Many privacy laws making direct mail acquisi/on challenging
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The Integrated Media Plan
¤ Direct mail
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The Integrated Media Plan
¤ Direct mail ¤ Space ads in Toronto Star
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The Integrated Media Plan
¤ Direct mail ¤ Space ads in Toronto Star ¤ Toronto Star-‐Giq Giving Guide
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The Integrated Media Plan
¤ Direct mail ¤ Space ads in Toronto Star ¤ Toronto Star-‐Giq Giving Guide ¤ Banner ads on thestar.com
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The Integrated Media Plan
¤ Direct mail ¤ Space ads in Toronto Star ¤ Toronto Star-‐Giq Giving Guide ¤ Banner ads on thestar.com ¤ Out of home
} Bus shelters
} Digital billboards
} Rail-‐interior posters
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Dignity Campaign Crea/ve
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2011 Integrated Art – Bus Shelters
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2011 Integrated Art – Digital Superboard (Outdoors)
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2011 Integrated Art – Digital Superboard (Live)
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2011 Integrated Art – Space Ads
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2011 Integrated Art – Bus Shelters (Live)
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2011 Integrated Art – Movie Screen (30 seconds)
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2011 Integrated Art – Homepage Takeover
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TheStar.com Crea/ve
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Voken to Big Box
Big Box (300x250) Featured Adver9ser (135x98)
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Wallpaper (1280x600)
Leaderboard (728x90)
SuperbuFon (237x90)
TheStar.com Crea/ve
Dignity Campaign Results
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Results ★ Calgary and Vancouver par/cipated for the first /me in
the integrated campaign
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Results ★ Calgary and Vancouver par/cipated for the first /me in
the integrated campaign
★ 32% increase in new donor revenue
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Results ★ Calgary and Vancouver par/cipated for the first /me in
the integrated campaign
★ 32% increase in new donor revenue
★ 16% increase in new donor revenue across all par/cipa/ng markets
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Results ★ Calgary and Vancouver par/cipated for the first /me in
the integrated campaign
★ 32% increase in new donor revenue
★ 16% increase in new donor revenue across all par/cipa/ng markets
★ 27% increase in web traffic
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Results ★ Calgary and Vancouver par/cipated for the first /me in
the integrated campaign
★ 32% increase in new donor revenue
★ 16% increase in new donor revenue across all par/cipa/ng markets
★ 27% increase in web traffic
★ 15% increase in online dona/ons
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Results ★ Calgary and Vancouver par/cipated for the first /me in
the integrated campaign
★ 32% increase in new donor revenue
★ 16% increase in new donor revenue across all par/cipa/ng markets
★ 27% increase in web traffic
★ 15% increase in online dona/ons
★ 8% increase in new donors acquired
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Integrated Strategy Analysis and Recommenda/ons
Do not review results in a vacuum
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Integrated Strategy Analysis and Recommenda/ons
Do not review results in a vacuum Donors/income from all sources must be counted
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Integrated Strategy Analysis and Recommenda/ons
Do not review results in a vacuum Donors/income from all sources must be counted Set up expectations and the right parameters to measure during planning
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Integrated Strategy Analysis and Recommenda/ons
Do not review results in a vacuum Donors/income from all sources must be counted Set up expectations and the right parameters to measure during planning Data must be collected from all sources and the campaign must be reviewed as a whole
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Contact: Madlen Satamian VP and Senior Strategist, Media (800) 325-‐4892 [email protected]
Next Webinar: Sept. 13 1pm EDT
Chip Grizzard and FirstGiving peer-to-peer fundraiser:
“Is The Check Still In The Mail?
Fundraising Best Practices For 2012 and Beyond”
Register Today!
http://bit.ly/ONWQKp