Walk in Your Donor Prospect's Shoes and Learn How to Drive Them to Action - RedEngine Digital...

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Walk in Your Donor Prospect's Shoes and Learn

How to Drive Them to Action

Liz Murphy, Founder, RedEngine Digital@lizredRosa Del Angel, VP of Strategy, RedEngine Digital, @rdelangel Brian Rogel, Associate Director of SEO and SEM, RedEngine Digital, @BrianRogel

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What is “Google Grants”?

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Let’s Start…Where is Digital

Marketing Today?

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Digital media consumption is booming, led by mobile growth

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In 2013, 86% of American adults use the internet, up from just 14% in 1995. -- PewResearch Internet Project

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Mobile is Now the Norm

As of December 2013, 56% of U.S. digital

media consumers constitute the “multi-platform majority”-- comScore

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Customers Don’t See Channels

“I just want to buy

something, when,

where, and how I

choose”

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So Marketing Budgets Are Changing Too

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Online Giving Continues to Grow

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Meet the “Digital Omnivore”

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Online Giving

“A seamless brand experience is key to engaging today’s tech-savvy, multi-

device-owning customer.”

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Engaging the New Omni-channel Consumer

Source: Optify

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Say Goodbye to the Old Digital Media Silos

EMAIL WEBSITE SEARCH DISPLAY SOCIAL MOBILE

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Focus Your Digital Marketing Efforts on the Donor, Not the Channel

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Welcome the Digital Marketing Trifecta

PAID MEDIAPaid search (PPC)

DisplaySocial Advertising

Mobile app adsEmail buys

EARNED MEDIASEO, Social media

(retweets, likes, pins, shares, reputation

Management)Mobile (shares,

reviews)

OWNED MEDIAMobile (apps, games)

Website contentEmail

Social (FB pages, blogs, Twitter

accounts, Pinterest,Tumblr, etc.)Mobile alerts

PAID/EARNED MEDIASocial media ads,

shares, likes,reputation management,Mobile app ads, shares,

reviews

PAID/OWNED MEDIAMobile, apps,

games, social media ads, Twitter content,

blogs

EARNED/OWNED MEDIA

Social, likes, shares,retweets, mobile app ads,

shares, reviews

EARNED/PAID/

OWNED MEDIA

Social (ads, blogs, shares,

sponsored content)Mobile apps

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Understanding the Conversion Funnel

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What is a Conversion Funnel?

“Conversion funnel is a technical term used in e-commerce operations to describe the track a consumer takes through an Internet advertising or search system, navigating an e-commerce website and finally converting to a sale.” -Wikipedia

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Feed The Conversion Funnel

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Top of the Funnel Strategies

Non-Branded Search Marketing (SEO and PPC)

Display Advertising/Social Media Advertising (Including Online Video)

Content Marketing Video Marketing Offline Marketing – Direct Mail/DRTV/Radio/Print

Advertising/Telemarketing/Events Partnerships

Prospects

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Top of the Funnel – American Diabetes Association

Goal: Improve the amount of new online donors Strategy: Increased prospecting within the display

advertising campaign Results: Display brought 66% new online donors

which was a greater % of new donors than any other channel

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Top of the Funnel – Non-Branded Content – Catholic Relief Services

40.47% of organic traffic traffic to Catholic Relief Services comes from non-branded keywords.

82.77% of non-branded traffic comes from new visitors

• what is aids and hiv• prayers for the Philippines• catholic service

organizations• catholic donations• catholic refugee services• catholic relief fund• relief services• food and hunger

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Top of the Funnel – Safe Kids USA

80% increase in number of fans as a result of FB ads

3,000 very qualified new email addresses from email sign up in landing page.

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Middle of the FunnelStrategies

Branded Search Marketing (SEO and PPC)

Email Marketing/Email Subscriptions Direct Mail Telemarketing (Upsell) Social Media Marketing Remarketing/Retargeting

Leads

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Middle of the Funnel – Special Olympics

Goal: Improve the conversion rate of people who previously visited the Special Olympics Website

Strategy: Ran a remarketing campaign and then used an A/B test to gauge its impact

Results: The remarketing test group achieved a 330.81% higher conversion rate than the control group that was not shown remarketing ads

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Middle of the Funnel – American Diabetes Association, Paid Search (SEM)

Using Grants and Paid search the SEM campaign received100% of the search impression share on branded terms during an EOY campaign

As a result, search raised $456,000 with 397% ROI

Revenue was up 64% over previous year

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Bottom of the Funnel Strategies

Conversion Optimization/Landing Page Optimization

Post-Conversion Marketing Attribution Reporting/Analytics

Donors

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Bottom of the Funnel - CARE

Goal: Improve conversion rates and average gift Strategy: Ran an A/B test between an end-of-year donation form vs. a

splash page with more information about CARE which linked to the donation form

Results: Visitors sent to the splash page were 47% more likely to donate and had an average gift $69 higher than visitors sent to the donation form

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Bottom of the Funnel - HSUSLightbox test helped identify highest performing creative for EOY.

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Funnel Synergy

Combining multiple channels within the funnel creates compounding benefits

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Funnel Synergy – Special Olympics, Connecting Offline & Online Audiences

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Facebook EOY CRM Retargeting

• Facebook CRM ads targeting direct mail donors, lapsed donors and non-donors

• Test Group A featured donors who received a Matching Gift direct mail package AND were served Facebook ads

• Test Group B included lapsed donors and non-donors who received a non-Matching Gift direct mail piece AND were served Facebook ads

• 2 Control groups (donor and non) who did not see Facebook ads

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Facebook EOY CRM Retargeting

• For donors, FB ads generated 153% ROI with online gifts, plus small avg gift increase in mail

• For non-donors, FB ads lifted avg gift in mail by nearly 20% and generated 21% more revenue than DM group who did not see ads. for every $1 spent online, we raised $8.50 in the mail.

• Match rate from Facebook was 50%

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Funnel Synergy – American Diabetes Association, Integrated Email & DM

Direct MailDonors Pre-Email

Direct MailDonors Post-Email

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ADA Matching Gift Campaign

• 2-email series to 20,000 direct mail donors – two segments

• 4-email series to house file and DM donors got emails #2-4 (suppressed from email #1)

• Pre- and post-emails integrated with direct mail campaign (DM included GA tagged vanity url for online donations)• Pre-email sent March 5• Direct mail in home March 8-15• Post email sent March 19

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A $20K Surprising Result!

• Small return via email and 5% lift in DM giving• BUT $20,105 attributable revenue came in via the

vanity URL donation form• DM donors who received emails were 3x more

likely to give online and give a gift 32% higher than those who didn’t receive emails

• Many first-time online gifts from this group

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Email was a huge influencer

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Number of Donations via Vanity URL by Date

3/15/2013Direct Mail

in home date

(mailed 3/2/2013)

3/19/2013Post Direct Mail Email

4/17/2013Email #2 De-

ploys

5/1/2013Email #3 De-

ploys

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Funnel Synergy – Social Media + Search

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Full Funnel Strategy – CARE EOY

CARE EOY Funnel Strategy

Top Funnel: Display & SEOMiddle Funnel: PPC & RetargetingBottom Funnel: LPO

The EOY integrated campaign raised a total of $538,169 which increased revenue by 60% year-over-year.

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Data and Attribution

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Consider More Than One Interaction When Evaluating Media Efforts

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Multiple Touch-points New Attribution Approach

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Typical Channel Roles in the Journey:Assist vs. Last Interaction

Source: Optify

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Channel Interaction Pathway

Source: Optify

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Revenue By Device & Channel

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Breaking Down Cross-device Barriers

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Cross-device Report in Universal Analytics

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New Cross-device Data

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Thank you!

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