webinar ppt presentation pdf

The Power of Integra/on: Cu3ng Through The Clu5er

Webinar on The Salva/on Army Canada’s Holiday “Dignity” Campaign

Join the Conversa.on on Twi1er!! #GrizIntegrate

Meet Your Webinar Presenters

Madlen Satamian Vice President and Senior Strategist, Media Grizzard Communica/ons Group

Major John M. Murray Divisional Secretary for Public Rela/ons and Development, The Salva/on Army Canada,

Ontario Central East Division 2

Grizzard Communica/ons Group

Partners with more than 1,400 nonprofits in North America – more than any other agency Raised $4 billion for nonprofits since 1919 200+ associates in two offices and na/onwide Direct mail results/ROI, digital integra/on, mul/-‐channel fundraising programs Results-‐oriented, client-‐focused agency with a heart for igni/ng donor ac/on, passion and loyalty

3

Join The Conversa/on on Twi5er!

4

#GrizIntegrate

Challenges

✗ Changing demographic trends

5

Challenges

✗ Changing demographic trends ✗ Cultural and social changes

6

Challenges

✗ Changing demographic trends ✗ Cultural and social changes ✗ Technological revolu/on

7

Challenges

✗ Changing demographic trends ✗ Cultural and social changes ✗ Technological revolu/on ✗ Media channel explosion (clu5er)

8

Challenges

✗ Changing demographic trends ✗ Cultural and social changes ✗ Technological revolu/on ✗ Media channel explosion (clu5er) ✗ Increased compe//on for nonprofits

9

Strategy For Mul/-‐Channel Acquisi/on

✔ Given the challenges, single channel does not work

10


✔ Given the challenges, single channel does not work ✔ Reach and frequency

11



✔ Commitment to consistency

12



✔ Commitment to consistency ✔ Choose the right media

13




✔Choose one clear and compelling message across a variety of carefully selected op/ons both online and offline

14





✔ Expand your reach into the marketplace

15






✔ Break through the clu5er with mul/ple impressions 16

Strategy For Mul/-‐Channel Acquisi/on ✔ Given the challenges, single channel does not work ✔ Reach and frequency




✔ Break through the clu5er with mul/ple impressions

✔ Advance the brand and build trust 17

Strategy For Mul/-‐Channel Acquisi/on ✔ Given the challenges, single channel does not work ✔ Reach and frequency




✔ Break through the clu5er with mul/ple impressions

✔ Advance the brand and build trust

✔ PR and Direct Response must work together

18

Poll:

What are your challenges in implemen/ng a mul/-‐channel

approach?

19

Results You Will See

$ You will recruit be5er donors

20


$ You will recruit be5er donors $ You will acquire more new donors and more revenue

21


$ You will recruit be5er donors $ You will acquire more new donors and more revenue

$ You will energize the exis/ng donor base for greater giving

22

Impact ì Acquisition

23


ì Donor mailings

24


ì Donor mailings

ì Lapsed donor re-activation

25


ì Donor mailings


ì Internet donations

26


ì Donor mailings



ì In-bound call center

27


ì Donor mailings




ì White mail

28


ì Donor mailings




ì White mail

ì Internal programs such as planned giving and major gifts

29


ì Donor mailings




ì White mail

ì Internal programs such as planned giving and major gifts

ì Increased awareness of the brand in the community

30

Poll:

Are you seeing direct mail results down, with results from online

and other channels up?

31

Dignity Campaign Case Study

32

The Market: Greater Toronto Area

ì Popula/on is about 6 Million ì Most diverse ethnic market ì More than 100 languages are spoken in Toronto alone ì Many privacy laws making direct mail acquisi/on challenging

33

The Integrated Media Plan

¤ Direct mail

34


¤ Direct mail ¤ Space ads in Toronto Star

35


¤ Direct mail ¤ Space ads in Toronto Star ¤ Toronto Star-‐Giq Giving Guide

36


¤ Direct mail ¤ Space ads in Toronto Star ¤ Toronto Star-‐Giq Giving Guide ¤ Banner ads on thestar.com

37


¤ Direct mail ¤ Space ads in Toronto Star ¤ Toronto Star-‐Giq Giving Guide ¤ Banner ads on thestar.com ¤ Out of home

}  Bus shelters

}  Digital billboards

}  Rail-‐interior posters

38

Dignity Campaign Crea/ve

39

2011 Integrated Art – Bus Shelters

41

2011 Integrated Art – Digital Superboard (Outdoors)

42

2011 Integrated Art – Digital Superboard (Live)

43

2011 Integrated Art – Space Ads

44

2011 Integrated Art – Bus Shelters (Live)

45

2011 Integrated Art – Movie Screen (30 seconds)

46

2011 Integrated Art – Homepage Takeover

47

TheStar.com Crea/ve

48

Voken to Big Box

Big Box (300x250) Featured Adver9ser (135x98)

49

Wallpaper (1280x600)

Leaderboard (728x90)

SuperbuFon (237x90)

TheStar.com Crea/ve

Dignity Campaign Results

50

Results ★ Calgary and Vancouver par/cipated for the first /me in

the integrated campaign

51



★ 32% increase in new donor revenue

52




★ 16% increase in new donor revenue across all par/cipa/ng markets

53





★ 27% increase in web traffic

54






★ 15% increase in online dona/ons

55






★ 15% increase in online dona/ons

★ 8% increase in new donors acquired

56

Integrated Strategy Analysis and Recommenda/ons

Do not review results in a vacuum

57


Do not review results in a vacuum Donors/income from all sources must be counted

58


Do not review results in a vacuum Donors/income from all sources must be counted Set up expectations and the right parameters to measure during planning

59


Do not review results in a vacuum Donors/income from all sources must be counted Set up expectations and the right parameters to measure during planning Data must be collected from all sources and the campaign must be reviewed as a whole

60

61

Contact: Madlen Satamian VP and Senior Strategist, Media (800) 325-‐4892 [email protected]

Next Webinar: Sept. 13 1pm EDT

Chip Grizzard and FirstGiving peer-to-peer fundraiser:

“Is The Check Still In The Mail?

Fundraising Best Practices For 2012 and Beyond”

Register Today!

http://bit.ly/ONWQKp

webinar ppt presentation pdf

Technology