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Multi-Channel Campaigns
Presented by:
Brittany Fowler
Susan G. Komen, Maryland Affiliate
Roxanne Fiddler
GEDCO
David Chalfant
Whitman-Walker Health
Dennis Chyba
Adcieo
Direct Marketing 201
An effective multi-channel campaign allows you to place
the constituent at the center of your strategy
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Susan G. Komen – Maryland Affiliate
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Multi-Channel Outlets
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▸
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Email
Direct Mail
Media/Advertising
Social Media
Race Website
Komen Maryland Website
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Campaigns
▸ Race
▸ All Channels
▸ End-of-Year Giving
▸ Direct Mail
▸ Email
▸ Komen Maryland Website
▸ National Campaigns (overlap in our service area supporters)
▸ Direct Mail
▸ Emails
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Race Segmentations
Current participants
Past participants
Team Captains
Past Team Captains
Survivors
Donors
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Race Multi-Channel Tactics
Develop email communication strategy based on segmentation
of file
Utilize Race site to house specific information through multiple
tabs such as FAQ, Team Challenge, etc.
Provide templates for peer to peer fundraising channels
Utilize social media channels
Check data points often (emails sent, donations, etc.) and
tweak plan as needed
Use source codes to capture results per channel
Offer donor channel preference – online vs. offline.
Set clear goals and align your plan to support these goals
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End of Year Appeal Tactics
Use multiple channels to increase response
We designed a print and email campaign that highlighted the
need within the community for breast health services and
focused on the son of a survivor
Mail piece went out in early December to a segment of offline
donors
Email to corresponding segment of online donors
Three follow up emails counting down to Dec 31
Donors who responded were removed from list
Message was modified to focus on tax benefits
A pop-up promotion window on Komen Maryland site
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An Added Element – The National Office
▸ Komen National has their own marketing campaigns that go
out nationally – meaning there is some overlap between local
and National
▸ Their campaigns consist mostly of direct mail pieces and
emails
▸ In order to differentiate us from National – we continually make
sure that our templates and print materials are branded with
Komen Maryland specific logos and info
▸ We also try not to disseminate anything if we know it will
coincide with something from National
▸ We also make sure to highlight the donation breakdown
that 75% of funds raised stay within the Komen Maryland
service area and 25% is sent to National.
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GEDCO
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GEDCO Donor
Individuals
Corporations
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Older Adults
Professionals
Retirees
Faith Based
Baltimore Natives
Volunteers
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Member Organizations
Baltimore Based
Shared Vision
Personal Connection
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How does GEDCO reach it’s donors?
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Direct Mail and Newsletters
Online Engagement
Events
Phone-A-Thon
Board Fundraising
Individual Calls
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Comparison of EOY Giving
$160,000
$140,000
$120,000
Online
Donations
Appeal
Responses
ThanksGivin
g Tribute
$100,000
$80,000
$60,000
$40,000
$20,000
$0
EOY
2012
EOY
2011
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Why the Increase?
New donors
Higher gifts from current donors
Use of communications
Supported and framed final appeal
Personal look at residents and clients
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Whitman-Walker Health
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Neighbors in Need Campaign 11.3.12
“Never the wrong time to launch a good campaign.”
Strong Message + Multi-Channel Approach =
- Opportunity To Share Personal Stories
- Increased Awareness
- Increase In Funds Raised
- Platform From Which To Launch Year End Campaigns
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• Three Week “Mini” Campaign Bookended By Aids Walk
Washington, Our Largest Fund Raiser And Thanksgiving
• Neighbors In Need Campaign Channels:
• Direct Mail
• Telemarketing
• Newsletter
• Paid Advertising*
*Paid Advertising Leveraged To Entice Earned Media/Op-ed
Relate Campaign To Current Issue And Sell Story To Local Print And
Television Media
• Take Over Of Our Own Homepage To Drive Online Donations
• Blog
• Facebook
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• Letter From Chief Medical Officer Talking About His Patients With Lift
Note From Executive Director
• Neighbors In Need Audience:
o 36 Month Active File
+
=
5% RESPONSE
o 36 Month Lapsed
8.4% RESPONSE
6.1% RESPONSE
o Acquisition 1.32% RESPONSE
• Lobby Visitors
• Grateful Patients
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• Neighbors In Need Acknowledgment Utilized Year
End Seasonal Card With Well Crafted Thank You And
A Year End Soft Ask.
• End Of Year Campaign:
o Seasonal Card With Neighbors In Need Theme
5.91% RESPONSE
o
Online
4.5% RESPONSE
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Dennis Chyba - Adcieo
[email protected]
Brittany Fowler – Komen Maryland
[email protected]
Roxanne Fiddler – GEDCO
[email protected]
David Chalfant – Whitman-Walker Health
[email protected]
Direct Marketing 201