Anatomy of an Integrated campaign
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description
Transcript of Anatomy of an Integrated campaign
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
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
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: [email protected]
Thanks… and now over to Johan
