The Holy Grail Checklist: t Planning A Powerful Multi-Channel Campaign

Presented by: Kelly Townsend, Liz Murphy, Robin Steffek

Whats Your Integration Score?

1. 2. Have you thought about integrating your channels? Y (2) N (-2) Have you ever collaborated with one of your DM, TV, Telemarketing and/or Social Media counterparts on a campaign? Y (3) N (-3)

3. If you represent one channel (digital, for example), is your annual revenue goal separate from other channels (direct mail, for example)? Y (5) N (-5) 4. TODAY, if I visited or was presented with communications from one or more of your channels (website, Facebook, email, DM, DRTV), would I see similar campaign messaging and the same offer? Y (10) N (-10)

The Session
Liz Murphy, Chief Strategist & Founder, RedEngine Digital @lizred @redengine Kelly Townsend, Manager, Online Fundraising, The Humane Society of the United States Robin Steffek, Vice President, Analytics and Conversion Optimization, RedEngine Digital @redengine
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Why Integrated is BETTER

Better response Better revenue Better retention Better branding Better lifetime value Better serves our audiences But its not easy
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Whats Standing in Our Way?

Silos Databases Resistance to change Where to start?

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The First Steps

Go for a drink with your channel colleagues and charge it to your org! Talk integration. Start with this conference. Start small and strategically, with one campaign or donor segment, and dont go crazy with the data metrics. Move on, would you? Change is good. Follow our checklist.
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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
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2 Multi-Channel Case Studies

Case Study #1: Multi-Channel DRTV Campaign Case Study #2: Multi-Channel Canceled/Lapsed Online Monthly Donors program
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#1: Multi-Channel DRTV Campaign

(a.k.a., The Big Kahuna) Organization-wide, multi-channel campaign to acquire, engage, upsell and cultivate donors.

Multi-Channel DRTV Campaign

(a.k.a., The Big Kahuna)
Goal: New donor acquisition Audience: TV audience who wants to celebrate animals and confront cruelty. Timeframe: Aug 2009-ongoing Acquisition Channels: TV supported by an inbound call center, online, and mobile Follow-up/Engagement Channels: Mail, email, outbound call centers, social media Primary Reporting Methods: Breakeven month, Cost-per-overall donor (CPOD) & Cost-persustaining donor (CPSD); conversion rate (online only)

TV Creative

Donor Channel Capture

Primary and secondary paths

Web & Mobile Donation Forms

Web & Mobile HSUS Site Pages

Main website homepage: Mobile website homepage:

Google Search Entry Paths

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Multi-Channel Offer & Testing

Online/Mobile landing pages & PPC Ads:

Premium (gift offer) testing is supported across TV, online, mobile, and the call center.
TV spot

Donor Acquisition by Channel & Type

5% 9% 20% 60%

5%

35%

66%

Online Breakdown
% Web vs. Mobile Donations
% Traffic to DRTV Landing Pages by Traffic Source
1%

1% Direct Organic PPC Other Referrers

6%

7%

Web Mobile 94%

91%

Google Adwords
Leverage and convert secondary path visitors Balance between TV vanity URL terms, TV call to action terms and brand terms

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Where To Send Them

Historically, visitors went direct to the monthly donation form. Testing whether an interim splash page would help or hurt conversion rate
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Landing Page Testing

Goal: Acquire more sustaining/one-time donors and increase landing page conversion rates. Channels used: Website landing pages, PPC Tools: Google Analytics, Google Website Optimizer

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Landing Page Testing

Hypothesis: Having a splash page preceding the donation form with more information about organizations mission/goals would acquire more donors and increase landing page conversion rates vs. the control process. This was based on success during year-end 2010.

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Landing Page Testing

Tested control form against new A splash & form and new B splash & form Forms were the same for all Splash A had more prominent offer for onetime gifts (in addition to monthly) Splash B had more prominent offer for monthly gifts (in addition to one-time)

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Which Did Better?

Control Splash A Splash B

Splash A & B both have a video in right column Splash A has Donate Now button, top right Splash B has Donate Monthly button, top right
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Conversion Optimization Results

14% increase in # of donations over control for Splash B/Combo 2

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Results Summary
Splash B beat the control by 14% in # of donations. Splash B conversion rate was15% higher than control. Even vanity URL type-ins had a significant conversion lift for B - +20%! And PPC average conversion rates for B doubled.

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Post Acquisition: Campaign Donor Cultivation/Engagement

Normal outgoing communications/ engagement (e.g., weekly emails to all online members; Facebook community; etc.) Monthly thank you emails/updates to sustaining donors

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Donor Cultivation/Engagement
Regular communication/engagement:

Donor Cultivation/Engagement
Special monthly updates / Thank You emails from CEO:
Sent every month to all active online Sustainers (DRTV and non-DRTV). Goal is to thank donors and show them how their ongoing support is making a difference for animals. 15% lift in monthly donor retention of donors who receive only these monthly updates! TBD: Whats the right volume of emails for our donors? And is the right volume of emails different for DRTV vs. non-DRTV donors?

A Few Considerations
- Two full-time staff members dedicated to this single campaign (overall & online) - Multiple staff from various depts. across the org. involved regularly or as needed - External agency manages all media/ media buying & inbound call center

#2: Multi-Channel Canceled/Lapsing Online Monthly Donors Campaign

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

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#2: Multi-Channel Canceled/Lapsing Online Monthly Donors Campaign

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.
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Donor Cultivation/Engagement

Overall Results
6.8% reactivated by EMAIL 1.3% reactivated by INBOUND call center 6.2% reactivated by OUTBOUND call center

25%

60% 15%

Results
While the percentage of overall reactivation rates from email & outbound are very close signifying that a multi-channel approach can positively affect results reactivation by email was the #1 method! Always send a series of emails (the third emails in the series had the highest open rates!).

Lessons Learned
First and foremost, plan for everything before you begin any type of multi-channel campaign. Get your donor cultivation series in place: This is a (if not THE) key to success! Be ready to thank and cultivate/otherwise engage with your donors or be prepared to lose some of the donors acquired via your campaign.
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Lessons Learned
Get your campaign reporting plan in place: Dont wait until its reporting time! Know exactly what and how you will report on your multi-channel campaign. There are limitations of online testing for multi-channel campaigns: Make sure all involved know the limitations. When necessary, testing results may need to be drawn from other channels.

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Lessons Learned
Test, test, & re-test and be patient! Testing is extremely important and should never be done. Testing is also timely both during setup and analysis, but dont get discouraged! The time put in will be well worth it.

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Thanks for Your Time! Questions?

Session evaluation code 1142. Go to www.convio.com/2011survey. Scan this code to download this presentation and checklist.
Feel free to email us with questions:
Liz Murphy, liz@redenginedigital.com Kelly Townsend, ktownsend@hsus.org Robin Steffek, robin@redenginedigital.com

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