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8/2/2019 Multi Channel Planning Checklist
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t
The Holy Grail Checklist:The Holy Grail Checklist:Planning A PowerfulPlanning A Powerful
MultiMulti--Channel CampaignChannel Campaign
Presented by:Presented by:
Kelly Townsend, Liz Murphy, Robin SteffekKelly Townsend, Liz Murphy, Robin Steffek
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Whats Your Integration Score?1. Have you thought about integrating your channels? Y (2) N (-2)
2. Have you ever collaborated with one of your DM, TV,
Telemarketing and/or Social Media counterparts on a
campaign? Y (3) N (-3)
3. If you represent one channel (digital, for example), is your annual
revenue goal separate from other channels (direct mail, for
example)? Y (5) N (-5)
4. TODAY, if I visited or was presented with communications fromone or more of your channels (website, Facebook, email, DM,
DRTV), would I see similar campaign messaging and the same
offer? Y (10) N (-10)
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The Session
Liz Murphy, Chief Strategist & Founder,
RedEngine Digital @lizred @redengine
Kelly Townsend, Manager, Online
Fundraising, The Humane Society of theUnited States
Robin Steffek, Vice President, Analytics
and Conversion Optimization,RedEngine Digital @redengine
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Why Integrated is BETTER
Better response
Better revenue
Better retention
Better branding Better lifetime value
Better serves our audiencesBut its not easy
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Whats Standing in Our Way?
Silos
Databases
Resistance to change
Where to start?
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The First Steps
Go for a drink with your channel
colleagues and charge it to your org!Talk integration. Start with this conference.
Start small and strategically, with onecampaign or donor segment, and dont go
crazy with the data metrics.
Move on, would you? Change is good. Follow our checklist.
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The Holy Grail Checklist Kickoff & Collaboration
Audience & Campaign Theme Timing
Campaign Goals & Measurement
Channel Selection Messaging & Creative
Testing & Optimization Plan
Cultivation & Conversion Strategy & Plan Reporting
Post-Campaign Review
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2 Multi-Channel Case Studies
Case Study #1:
Multi-Channel DRTV Campaign
Case Study #2:
Multi-Channel Canceled/Lapsed OnlineMonthly Donors program
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#1: Multi-Channel DRTV Campaign(a.k.a., The Big Kahuna)
Organization-wide, multi-channel campaign to
acquire, engage, upsell and cultivate donors.
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Multi-Channel DRTV Campaign
(a.k.a., The Big Kahuna)
Goal: New donor acquisition
Audience: TV audience who wants to celebrateanimals and confront cruelty.
Timeframe: Aug 2009-ongoing
Acquisition Channels: TV supported by aninbound call center, online, and mobile
Follow-up/Engagement Channels: Mail, email,outbound call centers, social media
Primary Reporting Methods: Breakeven month,Cost-per-overall donor (CPOD) & Cost-per-sustaining donor (CPSD); conversion rate (onlineonly)
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TV Creative
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Donor Channel Capture
Primary and secondary paths
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Web & Mobile Donation Forms
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Mobile website homepage:Main website homepage:Web & Mobile HSUS Site Pages
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Google Search Entry Paths
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Premium (gift offer) testing
is supported across TV,
online, mobile, and the call
center.
TV spot
Online/Mobile landing pages & PPC Ads:Multi-Channel Offer & Testing
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5%
35%
60%
66%20%
9% 5%
Donor Acquisition by
Channel & Type
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94%
6%
% Web vs. Mobile Donations
Web
Mobile
Online Breakdown
7%
1%
91%
1%
% Traffic to DRTV Landing Pages
by Traffic Source
Direct
Organic
PPC
Other
Referrers
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Google Adwords
Leverage and convert secondary path
visitors
Balance between TV vanity URL terms, TV
call to action terms and brand terms
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Where To Send Them
Historically,
visitors went directto the monthlydonation form.
Testing whetheran interim splashpage would help
or hurt conversionrate
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Landing Page Testing
Goal: Acquire more sustaining/one-time
donors and increase landing pageconversion rates.
Channels used: Website landing pages,
PPC
Tools: Google Analytics, Google Website
Optimizer
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Landing Page Testing
Hypothesis: Having a splash page
preceding the donation form with moreinformation about organizations
mission/goals would acquire more donors
and increase landing page conversion ratesvs. the control process. This was based on
success during year-end 2010.
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Landing Page Testing
Tested control form against new A splash &
form and new B splash & form Forms were the same for all
Splash A had more prominent offer for one-
time gifts (in addition to monthly)
Splash B had more prominent offer for
monthly gifts (in addition to one-time)
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Control Splash A Splash B
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Which Did Better?
Splash A & B both have a video in right column
Splash A has Donate Now button, top right
Splash B has Donate Monthly button, top right
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Conversion Optimization Results
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14% increase in #of donations over
control for SplashB/Combo 2
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Results Summary Splash B beat thecontrol by 14% in# of donations.
Splash Bconversion ratewas15% higherthan control.
Even vanity URLtype-ins had asignificantconversion lift forB - +20%!
And PPC averageconversion ratesfor B doubled.
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Post Acquisition: Campaign Donor
Cultivation/Engagement
Normal outgoing communications/engagement (e.g., weekly emails to all online
members; Facebook community; etc.)
Monthly thank you emails/updates tosustaining donors
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Regular communication/engagement:
Donor Cultivation/Engagement
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Special monthly updates /
Thank You emails from CEO:
Sent every month to all active
online Sustainers (DRTV andnon-DRTV).
Goal is to thank donors and show
them how their ongoing support
is making a difference for animals.
15% lift in monthly donor retention
of donors who receive only these
monthly updates!
TBD: Whats the right volume of emails for our
donors? And is the right volume of emails
different for DRTV vs. non-DRTV donors?
Donor Cultivation/Engagement
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- Two full-time staff members dedicated to
this single campaign (overall & online)
- Multiple staff from various depts. across
the org. involved regularly or as needed
- External agency manages all media/
media buying & inbound call center
A Few Considerations
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Goal: Reinstate lapsing and canceled
monthly donors by asking them to becomemonthly donors again.
Channels used: Email, website landingpages, inbound call center, outbound call
center
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#2: Multi-Channel Canceled/Lapsing
Online Monthly Donors Campaign
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Methodology:
Series of emails to all lapsing and canceledonline monthly donors, asking them tobecome a monthly donor again.
Outgoing emails include a link to dedicateddonation forms, as well as a phone numberto our membership inbound call center.
After emails/inbound call center period isover, all non-reinstated sustaining donorsare called by an outbound call center.
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#2: Multi-Channel Canceled/Lapsing
Online Monthly Donors Campaign
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Donor Cultivation/Engagement
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6.8% reactivated by EMAIL
1.3% reactivated by INBOUND call center
6.2% reactivated by OUTBOUND call center
60%
15%
25%
Overall Results
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Results
While the percentage of overall reactivation
rates from email & outbound are very close signifying that a multi-channel approach can
positively affect results reactivation by
email was the #1 method!
Always send a series of emails (the third
emails in the series had the highest openrates!).
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Lessons Learned
First and foremost, plan for everything before
you begin any type of multi-channelcampaign.
Get your donor cultivation series in place:This is a (if not THE) key to success! Be
ready to thank and cultivate/otherwise
engage with your donors or be prepared tolose some of the donors acquired via your
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Lessons Learned Get your campaign reporting plan in
place: Dont wait until its reporting time!Know exactly what and how you will reporton your multi-channel campaign.
There are limitations of online testing formulti-channel campaigns: Make sure allinvolved know the limitations. When
necessary, testing results may need to bedrawn from other channels.
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Lessons Learned
Test, test, & re-test and be patient!
Testing is extremely important and shouldnever be done. Testing is also timely both
during setup and analysis, but dont get
discouraged! The time put in will be wellworth it.
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Thanks for Your Time! Questions?
Session evaluation code 1142. Go to
www.convio.com/2011survey. Scan this code to download this
presentation and checklist.
Feel free to email us with questions:
Liz Murphy, [email protected]
Kelly Townsend, [email protected]
Robin Steffek, [email protected]
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