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Online Communications & Marketing 2014

Online Communications & Marketing 2014 . Cathy Qori. E-Committee Mission.

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Online Communications & Marketing 2014

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  1. Online Communications & Marketing 2014 Cathy Qori

  2. E-Committee Mission • To advise Catholic Charities in the areas of electronic philanthropy and marketing in order to increase online giving and enhance communication, furthering the mission of the agency in its services, education, and advocacy.

  3. E-Committee Plans • In 2010, we developed a plan to raise $2M online over 5 years. The first phase had a low ROI (67%), investing $300,000 to raise $500,000 and build our house file to about 150,000 usable email address. • The plan was abandoned when the economy crashed and the e-committee was disbanded. • We lost all momentum. By 2012, all web team goals and budgets were assigned to other areas.

  4. Online Possibilities • Acquisition of new, small donors • Retention of small to medium donors • Dialogue • Email • Enews • Donations • Maintain communications with – • Volunteers • Staff • Branding and awareness

  5. Online Performance History • Acquisition and retention Current Stats Opt Outs = 22,139 Usable emails = 38,363 % usable = 57% Benchmark = 52% 2012 list growth = 6% Benchmark = 13%

  6. Online Performance History • Donations

  7. Online Performance History • Donors *If their email addresses remained the same, NONE of these donors gave all three years.

  8. Future performance depends on campaign integration • Direct mail • Website/sub-sites • Email • Events • Social media • Dialogue • Cross platform communication • *Specific recommendations available on request

  9. Tactics • Direct mail • Sub-sites and campaign landing pages • Email promotions, updates, & enews • Event promotions and ticket sales • Social media – more followers, more dialogue • Cross platform communication

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