Anatomy of an Integrated campaign

Press Ad

Online advertising

Google adwords(pay-per-click)

Viral email

On the streets (face-to-face)

PROMOTION CHANNEL CONVERSION CHANNELRESPONSE CHANNEL

Email/Website

Mail

Telemarketing

Press Ad16.02.2005 – the day the Kyoto protocol passed into International law

Published in:

- Sydney Morning Herald (circulation: 217,000)

- The Age (circulation: 200,000)

Respond through website or by return fax

Street petition

Banners14.02-14.03.2005

900,000 impressions on MSN, The Age, and Sydney Morning Herald

Sample “island” ad

Sample standard banners ads: 2 executions

Petitions collected: Feb/March 200523,421 petitions (70% from non-donors) 71% online. Average cost-per-response = A$ 1.61 7% offline. Average cost-per-response = A$ 13.55 20% mostly from word of mouth

Follow up ask: donation

• 8,197 new leads for fundraising (gave permission to be contacted further)

i. Follow up by email to everyone who provided an email address (single gift ask)

ii. Follow up by mail whoever didn’t provide email address (A$ 5 p.m. ask)

iii. Follow up by telemarketing whoever provided a telephone number (A$ 20 p.m. ask)

Conversion into donations

• 2.9% conversion rate from new leads

• 239 donations: 52 one time, 187 monthly

• Total value $55,669.12 in the first year

Number approached

Number of donations

% of all donations

Conversion rate

Email Ask 6,929 16 6.69% 0.2%Mail 536 23 9.62% 4.4%Telemarketing 1,073 158 66.11% 15.5%Online 42 17.57%TOTAL 239

The idea is to tap into EVERY supporter’s mind for divine inspiration to make co-created goods, co-created services and co-created experiences.

Your supporters can write your website content, market your cause, design your merchandise, AND raise money for your organization.

I know I'm late, but here you go anywayJosh Smith, United Kingdom

It's all about ridiculous people...Nic , France

http://creative.gettyimages.com/source/search/ImageEnlarge.aspx?MasterID=200139350-001&s=ImageDetailSearchState%7C3%7C5%7C0%7C15%7C2%7C1%7C0%7C0%7C1%7C7%7C60%7C2ed3.d7c5.03ff.e000.002f.76b0.7ce0%7C1%7C0%7C(%22Road%3AThoroughfare%22+and+%22horizon%22)%7C%7C1%7C0&pk=6

Tips for the road ahead 1. Create rapidly executed tests (that may

succeed or fail) and see what works for you

2. Harness the inspiration and ideas of your supporters (you don’t have to do everything yourself!)

3. Email is still the killer app for online fundraising: so make all efforts to grow the size of your mailing list

4. Partner with a colleague or agency who “gets it” and can help with the technical aspects

5. Integrate, integrate, integrate!

Lale MetzingerInternet Fundraising Manager

Greenpeace International

email: lale.metzinger@int.greenpeace.org

Thanks… and now over to Johan