unearthing buried treasure in acq_dmanf_dc2015
TRANSCRIPT
Unearthing Buried Treasures
Jann Schultz
Finding Gold in AcquisitionSetting Goals
Multi Channel Donors
Higher Value Donors
Drive Efficiencies in
Direct Mail
A goal is a dream with a deadline.— Napoleon Hill
Getting on TrackHaving the tough discussions
Investment in new channels
Testing and Development
Resources
Internal Expectations
and Alignment
Rethink Tried and True
Longstanding costly
control package
Scheduling-focus
on holiday
Getting on TrackHaving the tough discussions
Getting on TrackHaving the tough discussions
List Rental and Exchange
House file fatigue
Aggressive rental goals
No offsetting benefit
of exchange
First StopDirect Mail Seasonal Testing
Expand Mailing
Optimize Scheduling
Lower Risk
RPM
Audience Segmentation
Higher Value Segments
Significant Difference
Growth Opportunity
Second Stop
Gender TestingMales represent….
Higher gifts (+$5)
Half our mail quantity
More responsive than
females to high end
leverage offers (+27%)
Beat control (+58%)
True SenseTrue Sense
13
Gender TestingNext Steps
Further package and ask segmentation
List Optimization and Testing
Resuscitate marginal
Retest deleted
New large out-of-
market lists
Third StopRadio
Define and develop offer
Gather resource
Build relationships
Develop integrated
digital campaign
RadioThe Results
Higher value donors ($118 avg. gift)
99% new donors
Males, conservative, 45-54
Multi Channel (60% online,
40% phone)
Major donors
Peer to peer potential
RadioNext Steps
New Offer
Integrate mobile
Test sustainer offer
Integrated conversion
series
Fourth Stop Digital
Ramp Up Online Efforts
Inform online and offline
Refine Strategies
Improve Email
Results
Optimize Search
Integrate Social
Facebook Retargeting Ad
DigitalResults
Facebook Retargeting
Lapsed Emergency Responders
Email Non Responders
Direct Mail Responders
Emergency Relief
Optimization of Search and Landing Page
DigitalResults
14% increase in Search CTR
5% increase in repeat visitors
Positive ROI with Facebook ads
Second star to the right and straight on till morning.
Thank you!
Jann Schultz
1.540.837.2100
Senior Director, Integrated Fundraising and Communications
Project HOPE
Unearthing Buried Treasures
/projectHOPEorg
@jannschultz
Jann (Erickson) Schultz