powered by: the cutting edge: reaching nonresponders, neuro-marketing, and embracing 21st century...
TRANSCRIPT
POWERED BY:
THE CUTTING EDGE: Reaching Nonresponders, Neuro-marketing, and
Embracing 21st Century Digital Tools to Maximize Engagement
#NPPROTGC
Bryan CooleyDirect Response Specialist Wounded Warrior Project
Sarah SmithManager of Direct
Response Television Humane Society of the
United States
Michael KellyDirector of Communications
Clean Water Action
Back to the Future:The Power of Direct Personal Contact in the Digital
Age
Michael Kelly, Director of communicationsClean Water Action
www.CleanWaterAction.org@CleanH2OAction, @MichaelEdKelly
Clean Water Action
• National organization, since 1972• Water • Energy• Environmental Health• Making Democracy Work• 1 million members concentrated in 20 states
The Past
• Door-to-Door Canvass– Member Recruitment/Organizing/Campaigns
• Telemarketing (in-house)– Member Cultivation/Renewal/Campaigns
• Cultivation Direct Mail: quarterly newsletter• Fundraising Direct Mail (in-house): 6-8 projects per year
(450,000 to 500,000 pieces)
The Present
• Door to door outreach• Phone follow-up • Cultivation Direct Mail• Fundraising Direct Mail• ++++++++++++++++++++++++++• Welcome Email: 1 to 2 weeks after joining• Issue Emails: 2 to 8 per month, updates and actions• Fundraising Emails: 1 to 2 per month• Social Media: Facebook, Twitter, Instagram
The Future• Door to door & street outreach with tablets/smartphones• Other tech-based outreach/outreach partnerships• Phone follow-up: within 3 months • Cultivation & Fundraising Direct Mail• Welcome Email: within 24 hours of joining• Issue Emails: 2 to 8 per month; surveys to segment list • Fundraising Emails: 1 to 2 per month• Social Media: Facebook, Twitter, Instagram• Text Message campaigns: issue and fundraising • Member Engagement: regular calls and in-person social
events
Our Strategy
• Blend high intensity direct personal touches with use of technology-based touches
• Inspire action: educate, mobilize, fundraise• Build greater affinity and engagement
– Personal interactions– Peer-to-peer/personal networks– Social interactions (fun factor)
• Millenials are people too (people with technology)• Opportunistic approach to new strategies and
partnerships
Partnerships – SurveyMonkey
227,857 people taking surveys to benefit Clean Water$300,000 raised
Partnerships –We-Care.com/Sweeps4aCause
Partnerships – WeCare.com/Sweeps4aCause
Connecting People to the Issues – For prizes
Sweeps4aCause