Unearthing Buried Treasure in ACQ_DMANF_DC2015

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Unearthing Buried Treasures Jann Schultz

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  1. 1. Unearthing Buried Treasures Jann Schultz
  2. 2. Finding Gold in Acquisition Setting Goals Multi Channel Donors Higher Value Donors Drive Efficiencies in Direct Mail
  3. 3. A goal is a dream with a deadline. Napoleon Hill
  4. 4. Getting on Track Having the tough discussions Investment in new channels Testing and Development Resources Internal Expectations and Alignment
  5. 5. Rethink Tried and True Longstanding costly control package Scheduling-focus on holiday Getting on Track Having the tough discussions
  6. 6. Getting on Track Having the tough discussions List Rental and Exchange House file fatigue Aggressive rental goals No offsetting benefit of exchange
  7. 7. First Stop Direct Mail Seasonal Testing Expand Mailing Optimize Scheduling Lower Risk
  8. 8. RPM
  9. 9. Audience Segmentation Higher Value Segments Significant Difference Growth Opportunity Second Stop
  10. 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. 11. True SenseTrue Sense 13
  12. 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. 13. Third Stop Radio Define and develop offer Gather resource Build relationships Develop integrated digital campaign
  14. 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. 15. Radio Next Steps New Offer Integrate mobile Test sustainer offer Integrated conversion series
  16. 16. Fourth Stop Digital Ramp Up Online Efforts Inform online and offline Refine Strategies Improve Email Results Optimize Search Integrate Social
  17. 17. Facebook Retargeting Ad
  18. 18. Digital Results Facebook Retargeting Lapsed Emergency Responders Email Non Responders Direct Mail Responders Emergency Relief Optimization of Search and Landing Page
  19. 19. Digital Results 14% increase in Search CTR 5% increase in repeat visitors Positive ROI with Facebook ads
  20. 20. Second star to the right and straight on till morning.
  21. 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