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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. A n effective multi-channel campaign allows you to place the constituent at the center of your strategy .

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slide1

Multi-Channel Campaigns

Presented by:

Brittany Fowler Susan G. Komen, Maryland Affiliate

Roxanne FiddlerGEDCO

David ChalfantWhitman-Walker Health

Dennis Chyba Adcieo

slide2
An effective multi-channel campaign allows you to place the constituent at the center of your strategy
slide4

Multi-Channel Outlets

Email

Direct Mail

Media/Advertising

Social Media

Race Website

Komen Maryland Website

slide5

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
slide6

Race Segmentations

  • Current participants
  • Past participants
  • Team Captains
  • Past Team Captains
  • Survivors
  • Donors
slide7

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
slide8

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
slide9

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.
slide12

GEDCO Donor

  • Older Adults
  • Professionals
  • Retirees
  • Faith Based
  • Baltimore Natives
  • Volunteers

Individuals

  • Member Organizations
  • Baltimore Based
  • Shared Vision
  • Personal Connection

Corporations

how does gedco reach it s donors
How does GEDCO reach it’s donors?
  • Direct Mail and Newsletters
  • Online Engagement
  • Events
  • Phone-A-Thon
  • Board Fundraising
  • Individual Calls
why the increase
Why the Increase?
  • New donors
  • Higher gifts from current donors
  • Use of communications
    • Supported and framed final appeal
    • Personal look at residents and clients
slide17

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

slide19

+

=

5% RESPONSE

Letter From Chief Medical Officer Talking About His Patients With Lift Note From Executive Director

Neighbors In Need Audience:

36 Month Active File

36 Month Lapsed

Acquisition1.32% RESPONSE

Lobby Visitors

Grateful Patients

8.4% RESPONSE

6.1% RESPONSE

slide20
Neighbors In Need Acknowledgment Utilized Year End Seasonal Card With Well Crafted Thank You And A Year End Soft Ask.

End Of Year Campaign:

Seasonal CardWith Neighbors In Need Theme

Online

5.91% RESPONSE

4.5% RESPONSE

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Dennis Chyba - Adcieo

Dennis.Chyba@adcieo.com

Brittany Fowler – Komen Maryland

bfowler@komenmd.org

Roxanne Fiddler – GEDCO

rfiddler@gedco.org

David Chalfant – Whitman-Walker Health

dchalfant@whitman-walker.org