Revised (shorter) version of "The Holy Grail Checklist: Planning a Powerful Multichannel Campaign" from Convio Summit, Oct 2011/Bridge Conference, Aug 2013, for the Dot Org Meetup on 10/8/2013.
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The Holy Grail Checklist: Planning An Integrated, Powerful Multi-Channel Campaign
1. THE HOLY GRAIL CHECKLIST
Planning An Integrated, Powerful
Multi-Channel Campaign
Kelly Townsend
Online Fundraising Manager,
Communications
Humane Society of the United States
[Liz Murphy
President & Founder,
RedEngine Digital]
2. 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)
5. 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
6. 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; followup telemarketing, etc.
7. Summer 2013 Puppy Mills Campaign
Included all major online channels as well as mail and telemarketing
9. 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
10. Messaging & Creative
Have a plan for breaking news that relates to
your campaign. Otherwise, you can miss an
opportunity.
Be open and opportunistic.
11. Be Prepared for Surprises/Opportunities
Puppy Mill rescue emergency appeal #1
Puppy Mill rescue emergency appeal #2
14. Cultivation & Conversion Strategy Plan
Create your welcome and conversion series BEFORE
you launch!
Reference came messaging tone and look as
campaign
15. Cultivation & Conversion Strategy Plan
Create your welcome and conversion series BEFORE
you launch!
Reference same messaging tone and look as
campaign
16. 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!
17. 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
18. 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
19. Cultivation & Conversion Strategy Plan
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.
20. 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.
21. 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
22. 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 nonreinstated sustaining donors are called by an outbound call
center.
24. HSUS Canceled Monthly Donors
RESULTS:
• Of all of the canceled
monthly donors included
in 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
Email
Inbound Call Center
Outbound Call Center
26. 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
27. 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
28. 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
33. 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
Hinweis der Redaktion
Welcome!
Commitment to collaboration is critical. MUST have active participation and buy-in, from colleagues & hopefully, leadership. Need to have a project lead to marshall everyone and all communications. How do you pick your audience or segments? A segment of your current donors based on event activity? Activists? Event participants? Buyers? For campaigns – acquisition, renewal, EOY, issue-based. Can be revenue based or not. Create your strategy based on what YOU know and DON’T KNOW about one of these groups. And “steal liberally” from what other orgs are testing. Start here: “What works in one channel will work in another”. Find out what your channel partners are having success with. Timing – self-explanatory Campaign Goals & Measurement - Get agreement on your success metrics, but then make sure you CAN measure what you want! Do you have the tools and people in place to capture and crunch the data? Create your reporting spreadsheet now and annotate data sources for each column – will show you the holes and problems. QA the data capture before launch. Don’t get hung up on this!!! Channel selection – test Messaging & Creative – Creative & Strategy Brief – get buy in from all. Offers, etc. need for your creative folks and to document what you’re doing. Create an integrated calendar of messaging. Testing & Optimization Plan – What will you test? Define your test and control groups. Identify who will set up groups. Add test cells into your reporting sheet. Identify NOW when you may optimize/change based on your results, if that’s possible. Cultivation & Conversion – now is the time to think about what you’ll say and send to campaign engagers – create your welcome series now. Don’t lose revenue and blow your test because you weren’t ready. Reporting – Most important!!! Who, frequency, QA , when final report. Post-Campaign Review – gather the team back together and review the results and come up with actionable ideas to act on for the next campaign.
(Liz)Talk about timing with DM. Back to discussion about not all campaigns work for completely integrated. Face to Face and advertising, for example – match your cities.Search and display work great together- can you loop in social? If more socially/action oriented does it work for DM and telemarketing?
(Kelly) Talk about: acquisition engagement fundraising method we’ve come up withWe used every channel at our disposal and while the messaging was the same, content was slightly different based on the channel. E.g., on Facebook, we did a share graphic. Via ads, we used a really cute puppy. In our DM and telemarketing calls, we spoke more about the issue of puppy mills than a single dog, like we did in our email (Sadie). General consistency is key, but know your different channel audiences so you can tailor the content as needed.
Reference above slide showing multichannel outreach for Puppy Mills
Kelly
(Kelly) These are appeals we sent based on a puppy mill raid that happened to fall into the timing of the campaign. I will speak to how all of this came together so that we were as prepared for these appeals as possible. SPECIAL NOTE: I will speak to the addition of the “love note” at the top re: Moore, OK, since that disaster happened in the same week.
A start and could have done better. DM timing same time, but messaging not same. BUT we used messaging that worked really well for a NON-matching gift campaign.Was it matching gift or integration or both? DM not same timing but used what worked in DM to test. DM did NOT use hunger.Lesson learned – same photo throughout. Raised $55K
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(Kelly)I can speak to these different reports, as well as how we gather to talk about them / pull together the items on the fourth doc (farthest to the right).