Unearthing Buried Treasure in ACQ_DMANF_DC2015
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Transcript of Unearthing Buried Treasure in ACQ_DMANF_DC2015
- 1. Unearthing Buried Treasures Jann Schultz
- 2. Finding Gold in Acquisition Setting Goals Multi Channel Donors Higher Value Donors Drive Efficiencies in Direct Mail
- 3. A goal is a dream with a deadline. Napoleon Hill
- 4. Getting on Track Having the tough discussions Investment in new channels Testing and Development Resources Internal Expectations and Alignment
- 5. Rethink Tried and True Longstanding costly control package Scheduling-focus on holiday Getting on Track Having the tough discussions
- 6. Getting on Track Having the tough discussions List Rental and Exchange House file fatigue Aggressive rental goals No offsetting benefit of exchange
- 7. First Stop Direct Mail Seasonal Testing Expand Mailing Optimize Scheduling Lower Risk
- 8. RPM
- 9. Audience Segmentation Higher Value Segments Significant Difference Growth Opportunity Second Stop
- 10. Gender Testing Males represent. Higher gifts (+$5) Half our mail quantity More responsive than females to high end leverage offers (+27%) Beat control (+58%)
- 11. True SenseTrue Sense 13
- 12. Gender Testing Next Steps Further package and ask segmentation List Optimization and Testing Resuscitate marginal Retest deleted New large out-of- market lists
- 13. Third Stop Radio Define and develop offer Gather resource Build relationships Develop integrated digital campaign
- 14. Radio The Results Higher value donors ($118 avg. gift) 99% new donors Males, conservative, 45-54 Multi Channel (60% online, 40% phone) Major donors Peer to peer potential
- 15. Radio Next Steps New Offer Integrate mobile Test sustainer offer Integrated conversion series
- 16. Fourth Stop Digital Ramp Up Online Efforts Inform online and offline Refine Strategies Improve Email Results Optimize Search Integrate Social
- 17. Facebook Retargeting Ad
- 18. Digital Results Facebook Retargeting Lapsed Emergency Responders Email Non Responders Direct Mail Responders Emergency Relief Optimization of Search and Landing Page
- 19. Digital Results 14% increase in Search CTR 5% increase in repeat visitors Positive ROI with Facebook ads
- 20. Second star to the right and straight on till morning.
- 21. Thank you! Jann Schultz 1.540.837.2100 [email protected] Senior Director, Integrated Fundraising and Communications Project HOPE Unearthing Buried Treasures /projectHOPEorg @jannschultz Jann (Erickson) Schultz
