Integrated Campaign Approach-presented at the Institute of Fundraising National Convention, London, July 2012. Subject Matter Experts Jann Schultz and Lois Ephraim look specifically at how Operation Smile has integrated direct mail with communication strategies like outbound telemarketing calls, email, voice broadcasts, donor tele-conferences and other touches to improve performance of the DM program.
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The Integrated Campaign Approach: Tools to Increase the Effectiveness of your Direct Mail Program
1. The integrated campaign approach:
How to use communications tools to increase the
effectiveness of your direct mail program
Lois Ephraim
Creative Director
Russ Reid
Jann Shultz
Director of Donor Relations
Operation Smile
3. 3
―We need a new word for over.‖
-Carrie Bradshaw
4. 4
―Gone are the days when nonprofits could just shine the spotlight on
themselves and hold out their hands. That lazy, ineffectual approach of
talking at donors is so over that we need a new word for how over it is.
The word ‗donor‘ itself even seems one-dimensional these days
because it simply doesn't speak to the depth of the relationships
supporters are looking to build with their organizations of choice….
5. 5
…Relationships with donors are very much like those with friends,
family members and spouses, etc. Neglect, arrogance, abuse and
other negatives are just as damaging; respect, nurturing and
communication are just as beneficial. As in the best interpersonal
relationships, it pays to be honest, to be genuine, to be vulnerable, to
be the best ‗you‘ you can possibly be and go from there.‖
Fundraising Success
August 2011
7. Integration is using every channel possible to
engage donors
Mail
Phone
E-mail
Website
Social Media
Video
Personal reps
Teleconferences
7
Pay particular attention to importance/value of the donors
8. The philosophy of integration
• The cliché is true: the total is greater than the sum of its parts
• Donors don‘t behave as linearly as we would like them to
• More touch points lead to more effective campaigns
8
9. 9
The heart and soul of integration:
Look at it from the donor’s perspective, not yours!
21. Direct mail donors with email addresses are as
much as 150% more valuable
• Effective use of integration shortens time to 2nd gift
• Increases retention —more than double one-time first year
givers
• Not only higher retention
• 50% more gifts
• Average gift that is 65%+ higher
Source: Amergent. www.amergent.com
21
22. Mail versus online? Or mail and online?
22
41%
44%
57%
77%
71%
61%
54%
38%
25%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-24 25-39 40-54 55-69 70+
Mail
Online
25. 14%
17%
0%
5%
10%
15%
20%
Refused phone donation Pledged phone donation
(excludesphone gift)
Lift inincome per donor, post-call
25
How a live phone call affects subsequent giving
• Giving behavior was monitored for 5 months after donors
received a live phone call.
• Even when the donor refused to donate by phone, subsequent
giving was 14% greater than for donors who weren‘t reached by
phone.
Both panels were compared
to like donors who were not
reached by phone.
26. 26
More truths from Jann
• Partner with the right telemarketing vendor
• Train the staff yourself
• Operation Smile Donor First Philosophy
• Welcome to ―my‖ team
29. 29
How to approach donors giving at mid-levels
• Invest carefully in donors who represent a disproportionate
amount of your revenue.
• Develop customized offers that let donors achieve measurable
impact.
• Create a cultivation environment that is dynamic and flexible.
• Measure success at both the program, campaign and donor
levels.
30. Challenges
• Healthy donor file of donors who had given the gift of a $240
surgery
• Previous cultivation approach: minimal versioning and customized
dollar handle asks
• Wanted them to give again AND upgrade
• Needed to raise net income!
30
36. 36
Offer:
Your donation today will help us provide surgeries
to waiting children in countries like Rwanda.
Because of a generous matching donation, your gift
will double in impact
38. 38
Integrated Touchpoint strategy:
Voicemail blast (Date)
Direct mail
main drop (Date)
chaser (Date)
Two emails (Date) (Date)
Telefundraising call (Date range)
plus pledge acknowledgement VM message
56. 56
Campaign results – the impact of integration
• The high-value audience selected for this campaign had a 383%
higher response rate and 86% higher average gift than what is
typical for other campaigns.
383%
86%
0%
100%
200%
300%
400%
Response rate Average gift
Middle donor campaign lift
Campaign metrics were
compared to year-long average
metrics for this audience.
57. 57
Campaign results – the impact of integration
• Exceeded campaign projections raising twice the gross revenue
forecast and 3x the net revenue compared to prior campaigns.
Tele-fundraising impact
• The phone channel generated 30% of total revenue
• Phone pledges fulfilled at an astounding 85% rate.
• Raised $9 for every $1 invested in tele-fundraising at a cost of
just 11 cents per dollar raised.
59. 59
Could Operation Smile—known for its surgery offer—
create a Holiday Giving Catalog filled with offers and
products that would inspire donors to give life-
changing gifts in the names of family and loved ones?
Especially during an economic downturn?
Our challenge
60. 60
Operation Smile decided to plunge ahead and test. We created
the first Holiday ―mini-catalog‖ in 2008, and launched full-size
catalogs, an e-commerce website and digital campaigns in the
following two years.
61. 61
The integrated Holiday Giving Catalog Campaign
included:
• Print catalogs: creatively position an array of products (giving
opportunities) that would drive both low-end and high-end
donors to respond online, as well as through mail and phone.
• Online catalog: employed best e-commerce strategies.
• E-mails: targeted various audience segments during the holiday
shopping season.
• New media opportunities: including search and banner ads to
create an integrated digital campaign.
• Phone Blast: reminded donors to shop
• Videos: demonstrated the impact of the gifts!
62. 62
The primary creative messaging was to ―Give smiles this
season‖ with a selection of surgery related products—
ranging from $25 to $6000—that would inspire donors to
shop for gifts to give in the name of a loved one.
64. 64
To promote our #1 product—the $240 surgery—we
included emotional stories, compelling before and after
photos, and call outs to watch online videos—all to
demonstrate the impact of this exceptional product.
66. 66
An online e-commerce catalog was developed using products
and visuals from the print catalog—plus exclusive online offers.
67. 67
Gift cards and a selection of e-cards announcing the donation
made in honor of a friend or family member were also available.
68. 68
Incentives were tested to increase average donations—
providing donors with tangible gifts to present to friends and
family during the holidays.
69. 69
A series of e-mails was sent to targeted
audiences over a 10-week period
74. 74
Results included:
• 250% increase in revenue generated through integrated
campaigns.
• 22% increase in online average gift and a 34% increase in
conversion rate.
• Online catalog sales increased 97% from 2008 to 2010.
• Through increased e-mail contacts, more focused direct mail,
and an enhanced online store, the catalog campaign revenue
grew 44% with a 20% increase in average gift from 2008 to
2010.
• Overall, the campaign generated an average gift of $176.
77. 77
What no one wants to talk about
• Donors don‘t behave as linearly as we‘d like them to
• They are often inspired by one channel, but respond to another
• Channel interaction directly impacts results of all media
• Sometimes it takes multiple interactions before donors give
• Simplest - the last channel receives the ―credit‖
• In an integrated environment, this ―fuzzy‖ relationship is common
79. 79
Be Creative
• Measure each channel on it‘s own
AND
• Use bottom line measurement to quantify success
Tolerate results that may not be directly attributable
81. 81
Basic integration
• Same message delivered across multiple channels increases
impact of message
• Identify your primary fundraising channels and complement with
other channel opportunities – if not email, try the phone!
Why?
Donors engaged through multiple channels have higher response
rates, retention and lifetime value.
82. Thank You
Jann Shultz
Director of Donor Relations
Operation Smile
jschultz@operationsmile.org
+1 757.593.6560
+1 757.321.7645
Twitter: @jannschultz
LinkedIn: Jann Schultz
Lois Ephraim
Creative Director
Russ Reid
lephraim@russreid.com
Hinweis der Redaktion
MUSIC?JANN - Intro: How is Sex and the City like a DMAsession on multi-channel marketing?
Lois
Lois
JANN: Here are some stat’s from the 2011 Target Analytics Internet and Multi-channel Giving Benchmarking Report.Direct Mail acquisition is responsible for three quarters of all new donors…however, the internet is becoming a significant source of new donor acquisition. At Operation Smile, we are currently conducting match back analysis on our newly acquired donors to see how many of our new online donors were prompted by a recent acquisition mailing. Is anyone else currently doing this?As we are really focusing today on integrated cultivation programs – the question then becomes, is mail still king for cultivation? For organizations participating in the benchmarking groups…the vast majority of gifts are still made through direct mail (79%) – while only 10% of gifts were given online.The value of bringing them in online or through mail – but cultivation through mail still has the greatest response.
LOIS: Let’s take a minute and compare mail and online, two critical channels.Our first observation is this: mail is predominant among older donors, but it’s still well-used by younger donors. Over four in ten donors between the ages of 18-39 have given via mail.Our second observation is this: clearly, online is increasing in importance and value. Comfort levels with the channel rise on a clear, clean trend line as we move from established to emerging donor groups.If you are fundraising in a single channel – you do so at your peril.One thing we find interesting is this nexus in the 25-54 year old group. The donors who will be most important to us in the coming decade seem equally comfortable with both mail and online.
Jann: If we are to build a true relationship with a donor – we must have personal contact. Speaking to a living, breathing person is the right thing to do. So how do we add a personal touch with a donor?
JANN: We had certain challenges that we needed to address with this campaign.We have a healthy file of donors who had given the gift of a $240 surgery, we wanted to leverage this giving history and maximize giving potential.Our previous cultivation approach to this audience had included minimal versioning and some customized dollar handle asksThe bottom line is we wanted them to give again AND upgradeAnd of course we always need to raise more net income!
LOIS – real time campaign
LOIS:STATS: March 6-15, 2010372 Patients Screened248 surgeries providedTeam of 70 people from 5 countriesIn its Inaugural Medical Mission to Rwanda, Operation Smile Creates 248 New SmilesRwanda Chosen after Initial Prescreening Uncovers Hundreds of Suffering ChildrenNORFOLK, Va. – In its first mission ever to Rwanda, Operation Smile, Inc., a worldwide children's medical charity, and Operation Smile South Africa brought together a team of 70 people from 5 countries to carry out a milestone medical mission in Kigali, the capital of Rwanda. In just nine days, 372 patients were screened and 248 facial reconstructive surgeries were performed for children suffering from cleft lip, cleft palate and other facial deformities. The result: new smiles, new hope and a new life for so many Rwandans.The patients included 3-year-old Dancille, who was teased and shunned all her life. And 14-year-old Eugenie, who arrived at the Operation Smile site stunted and malnourished as a result of extreme poverty and her cleft lip. Eugenie was an orphan who, until two years ago, wandered the streets begging for food and shelter. She and her guardian traveled by foot and bus for hours to reach the Operation Smile mission site. Now, along with 246 other children, Dancille and Eugenie are given a new chance at life – able to eat, drink, speak and go to school just like their peers. From March 6-15, 2010, the South African medical team – joined by medical volunteers from the United States, Kenya, Canada and Italy, as well as volunteers from the Peace Corps and the American Medical Student Association – worked tirelessly at the Centre HospitalierUniversitaire de Kigali to provide the highest number of operations ever for an Operation Smile South Africa mission. Rwanda was chosen as a new mission site after Operation Smile South Africa conducted a prescreening in September 2009, when 333 patients suffering from cleft lip and cleft palate were identified. Operation Smile is returning to Rwanda on September 16, 2010 for a six-month post-operative review.
LOIS: The reality. Extremely compelling. Volunteers we could feature. Wanted to take advantage of the first hand experience.
LOIS:
LOIS:
LOIS:
LOIS: Crafting a new offerJANN: GREAT IDEA – hang a poster in the operating room, this is one of our lessons learned – great concept but much more difficult to implement in the field with our volunteer medical teams.
LOIS: easy to read response device
LOIS: Compelling story with photo from a volunteer
LOIS: include an engagement device – mirror stickers
LOIS – follow up package – 7 days after the first mailing
LOIS – emotional compelling story – real time
LOIS: Email sent after package was in homes “we recently sent you a package in a large manila envelope”
LOIS: Deadline reminder
JANN: Tie back to PERSONAL TOUCH, speak to the depth of the relationships supporters are looking to build with their organizations of choice. A phone call can enhance the sense of urgency and provide additional emotion touch.Utilizing a script that was tightly integrated with the campaign creative and offer, a personalized phone call was made by Strategic Fundraising’s telefundraisers to offer more information and solicit donations, with ask levels based on each donor’s gift history. This final phone push was critical to our campaign’s historic success.To further steward donors and boost fulfillment, those who pledged received another recorded phone message from Dr. Magee, expressing gratitude for their continuing support.
JANN: to continue the personal touch, following the campaignDonor Care Team – tie in the message from fundraising success – personal touch
JANN: Not everyone has e-mail. Sending Will back to Rwanda for follow up and telling Habimanas story and connecting with the field for follow up
JANN:The catalog was promoted front and center on the Operation Smile home page. (if we can get the grab - -otherwise, we go straight to the celebrity video)