Case study: Multi-channel holiday campaign for American Red Cross achieves 11:1 ROI

Size: px
Start display at page:

Download "Case study: Multi-channel holiday campaign for American Red Cross achieves 11:1 ROI"

Transcription

1 Case study: Multi-channel holiday campaign for American Red Cross achieves 11:1 ROI The challenge The American Red Cross (ARC) entered the fourth quarter of 2009 with a funding deficit. Their efforts to close the income gap had been hindered by lower than anticipated disaster giving due to a lack of major top news story disasters and the country s economic crisis. As their agency partner, we knew we had to capture a greater share of holiday and year-end giving in order to meet their annual budget goal. The key challenge: Most donors think of the Red Cross as the organization to support when a major disaster hits. Few would associate the holidays with giving to the Red Cross. And we d be competing for share of mind and wallet against other well-established charity campaigns that have become holiday traditions. Moreover, the Red Cross had not yet found a truly effective fundraising platform outside of disasters. Even loyal donors do not realize that the Red Cross helps people in urgent need every single day, in communities all across the country. The Red Cross provides more than half of the nation s blood supply, comes to the aid of tens of thousands of victims of house fires and responds to thousands of local and regional emergencies every year. Yet ARC income is highly dependent on major disaster giving. We needed to test an entirely new approach to fundraising in order to gain share of holiday and year-end giving. That approach needed to communicate why a gift to the Red Cross is urgently needed at any time, not just during high-profile disasters. And we had to work fast. We began planning the strategy, creative and media in mid- September for a Thanksgiving launch. Objectives 1. Generate incremental income to help close the deficit gap 2. Increase ARC share of holiday/year-end donations 3. Make a compelling case for the urgency of giving to the Red Cross in a non-disaster context 4. Increase brand awareness and intention to give 5. Drive the majority of donors online to donate Russ Reid solution Our overarching strategy was to create a surround sound effect in the marketplace during the season in which donors are most inclined to give. Into this timeframe, we designed and inserted 1 Page

2 a multi-channel campaign that was a hybrid of direct response and branding designed to lift total response. The campaign was structured to drive interest by employing direct response TV, print ads, Web banners and transit ads to build awareness and drive donors to the website. To capture the majority of donations, we layered in core direct response vehicles: search engine marketing, and direct mail. Before going to market, we conducted quantitative online research to test new key messages and calls to action against the Red Cross traditional brand positioning of Change a life. Starting with your own. Based on these learnings, messaging, visuals and calls-to-action were developed and consistently implemented across all creative executions at both the national advertising and local market levels. And, we employed a tactic completely new to the Red Cross testing of the first Red Cross Holiday Giving Catalog both online and via direct mail as part of the campaign. Our intention was to learn if we could benefit from this growing category of holiday gift-giving: charitable gifts donated in the name of friends or family members. Creative approach Americans see the Red Cross as the organization they count on in a disaster. They re motivated by urgent needs and human suffering. But the then-current positioning line ( Change a life. Starting with your own. ) did not speak to ARC s distinctive strength. We needed a new theme for the campaign that would convey the urgency of the needs the everyday crises ARC responds to all year long. Our online research validated Give the gift that saves the day as the new positioning and callto-action for the campaign. Of course, we were also mindful that donors are bombarded with heart-tugging fundraising appeals during the holidays. We wanted to inspire them not only with what the Red Cross does, but with who the Red Cross really is: a nationwide movement of volunteers motivated by compassion by the desire to give comfort and hope to people in crisis, not just to meet their physical needs. We know donors identify with this compassion. It s what motivates them as well. To make this point, the campaign images show Red Cross volunteers delivering food and a hug to a hurricane victim, providing a shoulder to cry on for someone whose house just burned down, or comforting a frightened child in a shelter. In each case, we captured the moment when a victim s face began to change from despair to hope evoking feelings of gratitude and relief 2 Page

3 that the Red Cross was there. We believed donors would identify with the victims, too. One can t help but think, What if that were me? To call attention to these emotional moments, we placed a translucent square frame around the heart of each photo. In TV and Web banners, the frame fades up over the photo. The frame captures the Red Cross moment when heartbreak turns to hope. Every image communicates authenticity. We used existing photos shot in crisis situations, of actual volunteers and the people they helped. The photos aren t perfect, but they re real. This creative solution also enabled us to save money on TV and print production costs. 3 Page

4 Channels The ARC campaign ran from the week before Thanksgiving to New Year s Eve. To generate as many impressions and donations as efficiently as possible, we concentrated our 30-second TV spots in daytime and late evening (non-prime) slots on national cable networks. 4 Page

5 Full-page ads ran in five airline magazines in December, whose audiences rank extremely high in charitable giving (and had plenty of time to read the ads). We also used Web display ads and video banners to extend our reach and increase online response. Social networking strategies were employed through a Facebook Fan page, Giving Widget, Tweeting, Flickr page and the Red Cross Blog. FACEBOOK PAGE GIVING WIDGET RED CROSS BLOG RED CROSS FLICKR PAGE 5 Page

6 Search engine marketing, including Google Paid Search/Grants and Yahoo Paid Search, was key to the success of our surround sound strategy. The role of search was to convert donors driven to the Web by all media. We tested branded Red Cross terms as well as terms related to holiday charitable giving, constantly monitoring and optimizing and ramping up frequency in the last week. Several s to current donors drove response directly to either the Holiday Campaign landing page or the catalog website. Direct mail to Red Cross local chapter donors dropped in mid-november and mid-december, with a prospect mailing in late November. We also utilized a zip walk direct mail effort and freestanding inserts in newspapers in selected chapter markets. Outdoor is not generally an important part of a DR arsenal. But since this was indeed a hybrid DR and brand campaign, we created and employed billboards, transit posters and bus tails. A small 100,000 piece mailing of the catalog arrived in homes at the campaign launch. Both the printed and online catalogs offered free Red Cross T-shirts and first aid kits to incentivize higher dollar donations. Earned media outreach also played an important role in our success. As the campaign launched, a satellite media tour for the ARC CEO promoted the holiday campaign. The ARC celebrity cabinet was engaged to enhance campaign recognition. Earned media delivered nearly 23 million impressions during the campaign window. Outcome 2009 results The economy had tanked. We launched a new campaign amid the advertising clutter of the holiday season in direct competition with great charities like Salvation Army and St. Jude Children s Research Hospital who have made their holiday appeals an American tradition. Despite this challenging climate The campaign was a breakthrough success on five levels: 1. American Red Cross income increased by more than 5% over our historical results for the same time period. 2. Fueled by the campaign, total income for 4th quarter 2009 surpassed that of every year since 2000, with the exception of 2005 (following Hurricane Katrina). 3. We achieved an ROI of 2.35, or $2.35 in donations for every dollar spent, exceeding our campaign goal of 1:1. Importantly, a significant portion of the income came from new donors. (You ll remember that Red Cross historically has not been able to acquire new 6 Page

7 donors outside of disasters.) 4. The Holiday Giving Catalog exceeded all projections and laid the groundwork for a new revenue source. 5. Brand awareness increased by 6 percentage points. As Peggy Dyer, CMO of ARC says, That s something very hard to do when you re the Red Cross. The surround sound strategy proved that the whole is indeed larger than the sum of the parts. Post-campaign research showed that people who saw the advertising were twice as likely to donate as compared to those who hadn t seen it. TV, radio, print and online ads influenced 41% of donors. The majority of online gifts came through paid and organic search. And online gift size increased significantly over the prior year. And as a result, ARC commissioned us to conduct a more comprehensive holiday campaign in results 2010 saw increased success. By fine-tuning our multi-channel strategy based on our 2009 learnings, we: Increased income by 26% over 2009 Achieved an 11:1 ROI on search (goal was 4:1) Increased gift catalog income by 31% Increased average gift by 43% Won an Echo Award for campaign excellence in 2011 Perhaps most importantly, more Americans had the opportunity to experience the joy of giving the gift that saves the day. 7 Page

Development Fundamentals: Cultivating Donors for Life. Kelly Pullin, Analytics Supervisor Kalina Cavallero, Senior Account Executive

Development Fundamentals: Cultivating Donors for Life. Kelly Pullin, Analytics Supervisor Kalina Cavallero, Senior Account Executive Development Fundamentals: Cultivating Donors for Life Kelly Pullin, Analytics Supervisor Kalina Cavallero, Senior Account Executive Our time together New donor conversion Integrated cultivation Upgrade

More information

Non-Profit Direct Mail

Non-Profit Direct Mail Guide to a Successful Non-Profit Direct Mail Campaign The face of fundraising has changed in recent years a change which non-profit organizations have acutely felt. The internet has made access to donors

More information

Best Use of Direct Marketing

Best Use of Direct Marketing Best Use of Direct Marketing 2015 Nomination Form Nominations should be in respect of activity completed during the organisation s 2014 financial year. This award will recognise the campaign that demonstrates

More information

MID-YEAR PREPARATION. 10 Simple Steps to Get You Ready for Year-End

MID-YEAR PREPARATION. 10 Simple Steps to Get You Ready for Year-End MID-YEAR PREPARATION 10 Simple Steps to Get You Ready for Year-End IMPLEMENT SIMPLE STRATEGIES NOW THAT WILL MAZIMIZE YOUR YEAR-END FUNDRAISING EFFORTS. Did you know that most organizations receive half

More information

A new service to help you promote your business.

A new service to help you promote your business. A new service to help you promote your business. VO: For many businesses, Direct Mail has long been the medium of choice for promoting products and driving sales. Because it gets directly into the homes

More information

BREWER DIRECT WHITE PAPER 12 KEYS FOR A SUCCESSFUL DIRECT MARKETING PROGRAM for CATHOLIC CHARITIES

BREWER DIRECT WHITE PAPER 12 KEYS FOR A SUCCESSFUL DIRECT MARKETING PROGRAM for CATHOLIC CHARITIES BREWER DIRECT WHITE PAPER 12 KEYS FOR A SUCCESSFUL DIRECT MARKETING PROGRAM for CATHOLIC CHARITIES Randy Brewer, President and CEO of Brewer Direct Inc., presented this paper via a webinar in the fall

More information

CAR DONATION PROGRAM MARKETING GUIDE. Welcome. Importance of Marketing. Announcement Template. Marketing Examples. Plan and Budget

CAR DONATION PROGRAM MARKETING GUIDE. Welcome. Importance of Marketing. Announcement Template. Marketing Examples. Plan and Budget CAR DONATION PROGRAM MARKETING GUIDE Welcome Importance of Marketing Announcement Template Marketing Examples Plan and Budget WELCOME Greetings From Cars Helping Charities Dear Charity, Congratulations!

More information

INBOUND MARKETING. should do online. Put up a website? Google Adwords? Facebook Ads? Both? Something else?

INBOUND MARKETING. should do online. Put up a website? Google Adwords? Facebook Ads? Both? Something else? 1 INBOUND MARKETING Digitally marketing a product or service can get complicated. Before digital came along things seemed easier. Consider a farmer s market: a farmer has a product and displays it on a

More information

A Model for Making Sense Out of Marketing ROI Measurements

A Model for Making Sense Out of Marketing ROI Measurements A Model for Making Sense Out of Marketing ROI Measurements M easuring and improving marketing ROI is a process. It's not a one-shot deal. It's an ongoing effort, an integral part of well-oiled marketing

More information

MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN

MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN How a multimedia platform can drive the success of your business If you ve ever heard a good piano player, you know that a solo act can create beautiful

More information

5 TIPS FOR SETTING MEASURABLE SOCIAL MEDIA GOALS

5 TIPS FOR SETTING MEASURABLE SOCIAL MEDIA GOALS TIP SHEET 5 TIPS FOR SETTING MEASURABLE SOCIAL MEDIA GOALS Social media participation has become a must for businesses today. A survey by CMO in February 2012 revealed that marketers expect to spend almost

More information

94.6 % International Rescue Committee s (IRC) Conversion Optimization Strategy. Case Study. Donation Conversion Rate Lift

94.6 % International Rescue Committee s (IRC) Conversion Optimization Strategy. Case Study. Donation Conversion Rate Lift Case Study International Rescue Committee s (IRC) Conversion Optimization Strategy 94.6 % Donation Conversion Rate Lift Business: Sector: Optimized Conversion: Solution: International Rescue Committee

More information

5 Tips For Setting Measurable. Social Media Goals. 5 Tips for Measurable social media goals

5 Tips For Setting Measurable. Social Media Goals. 5 Tips for Measurable social media goals 5 Tips For Setting Measurable Social Media Goals 1 introduction Five practical tips for setting measurable social media goals Social media participation has become a must for businesses today. A survey

More information

SEM, Display & Best Practices

SEM, Display & Best Practices SEM, Display & Best Practices Elliott Wilkerson, Director of Digital Media Buying Jason Alloy, Account Director February 12, 2015 Tweet this session live with hashtag #RussReidLive SEM, Display & Best

More information

Your Fundraising Campaign: A How-To Guide for Maximizing Success

Your Fundraising Campaign: A How-To Guide for Maximizing Success Your Fundraising Campaign: A How-To Guide for Maximizing Success Hello Fundraisers! We created this guide to help you maximize your fundraising success on Volunteer Forever. First of all, congratulations

More information

6 Simple Steps to Results-Driven Marketing Campaigns. A Guide to Effective and Affordable Marketing for Nonprofit Organizations

6 Simple Steps to Results-Driven Marketing Campaigns. A Guide to Effective and Affordable Marketing for Nonprofit Organizations 6 Simple Steps to Results-Driven Marketing Campaigns A Guide to Effective and Affordable Marketing for Nonprofit Organizations 6 Simple Steps to Results-Driven Marketing Campaigns As a nonprofit professional,

More information

HARTY ADVISOR. Drip Marketing: Keep the conversation going!

HARTY ADVISOR. Drip Marketing: Keep the conversation going! HARTY ADVISOR Drip Marketing: Keep the conversation going! also in this issue: A/B Testing: Gaining Insight Through Dividing and Analyzing Use Print to Boost Your Online Presence Keep the Conversation

More information

Internet Video Campaigns for NonProfits:

Internet Video Campaigns for NonProfits: Internet Video Campaigns for NonProfits: How to Use the Power of Video and the Reach of the Internet to Grow Your Donor Base and Engage Your Community by Catie Foertsch Yes! MediaWorks In this new world

More information

An Introduction to Digital, Traditional and Interactive Marketing Trends for 2014

An Introduction to Digital, Traditional and Interactive Marketing Trends for 2014 An Introduction to Digital, Traditional and Interactive Marketing Trends for 2014 "Business has only two functions - marketing and innovation." This quote by Peter Drucker, a worldrenowned expert in business

More information

Creative Dynamic Marketing

Creative Dynamic Marketing Creative Dynamic Marketing ROI MAKES A BUSINESS SUCCESSFUL. THE CHOICE OF BUSINESS IS UP TO YOU. We help businesses succed via dynamic Internet marketing strategies. Launching a website is just the beginning

More information

STEP 1. Identify Your Market & Establish Your Message. Marketing your business today should not be taken lightly. Start by Asking These Questions:

STEP 1. Identify Your Market & Establish Your Message. Marketing your business today should not be taken lightly. Start by Asking These Questions: STEP 2 Identify Your Market & Establish Your Message Marketing your business today should not be taken lightly It s more challenging now than it s ever been before with new technologies, online marketing

More information

The Quantcast Display Play-By-Play. Unlocking the Value of Display Advertising

The Quantcast Display Play-By-Play. Unlocking the Value of Display Advertising The Quantcast Display Play-By-Play Unlocking the Value of Display Advertising Introduction In 2013, businesses will spend nearly $18 billion on display advertising. Over the past few years, we've seen

More information

Best Use of Direct Marketing

Best Use of Direct Marketing Best Use of Direct Marketing 2015 Nomination Form Nominations should be in respect of activity completed during the organisation s 2014 financial year. This award will recognise the campaign that demonstrates

More information

Proposed Committee Action No Action Required Information Only. Background Information. Integrated Marketing Budget Year-End Summary

Proposed Committee Action No Action Required Information Only. Background Information. Integrated Marketing Budget Year-End Summary AGENDA ITEM: VI B Florida Polytechnic University Board of Trustees Strategic Planning Committee June 2, 2014 Subject: Integrated Marketing Year-End Review Proposed Committee Action No Action Required Information

More information

THE B2B FULL-FUNNEL MARKETER S HANDBOOK

THE B2B FULL-FUNNEL MARKETER S HANDBOOK THE B2B FULL-FUNNEL MARKETER S HANDBOOK Brand Awareness Content Engagement & Education Lead Generation & Sales Conversions The B2B Full-Funnel Marketer s Handbook For business-to-business marketers, the

More information

Ten tips to maximize Small Business Saturday

Ten tips to maximize Small Business Saturday Ten tips to maximize Small Business Saturday Before you know it, the holiday shopping season will be here again, bringing along lots of opportunities to connect with and get the attention of your target

More information

How to Borrow from Obama s Online Fundraising Playbook

How to Borrow from Obama s Online Fundraising Playbook How to Borrow from Obama s Online Fundraising Playbook By: Mandy O Neill, President, ConnectedNonprofit The 2012 Obama Campaign juggernaut is on track to become the first billion dollar campaign in history

More information

Press Coverage and Outreach Kit

Press Coverage and Outreach Kit Press Coverage and Outreach Kit Media coverage can be an important tool in making your event a success. It can help you reach members of your community who otherwise may not know about your event or about

More information

Using Survey Research to Evaluate Communications Campaigns

Using Survey Research to Evaluate Communications Campaigns Using Survey Research to Evaluate Communications Campaigns Prepared for the Communications Consortium Media Center Belden Russonello & Stewart November 2004 Introduction When should a non-profit communications

More information

Spotlight on Social Services Organizations

Spotlight on Social Services Organizations Spotlight on Social Services Organizations Vinay Bhagat, Founder & Chief Strategy Officer, Convio Natania Bach, Direct Marketing Associate, America s Second Harvest Tom Tarnow, Director of Resource Development,

More information

Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing

Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing There s a new, yet not so new way to market your business these days, and it s a term called Inbound Marketing. Inbound marketing may

More information

CONTENT MARKETING FOR NONPROFITS LEVERAGING YOUR STORY TO ENGAGE & GROW YOUR SUPPORT BASE

CONTENT MARKETING FOR NONPROFITS LEVERAGING YOUR STORY TO ENGAGE & GROW YOUR SUPPORT BASE CONTENT MARKETING FOR NONPROFITS LEVERAGING YOUR STORY TO ENGAGE & GROW YOUR SUPPORT BASE PRESENTED BY WWW.ASHLEYKLEFFER.COM GATEWAY PET GUARDIANS GATEWAYPETS.COM Nonprofit animal rescue focused in East

More information

Planning and Implementing a Successful Stroke Awareness Campaign

Planning and Implementing a Successful Stroke Awareness Campaign Planning and Implementing a Successful Stroke Awareness Campaign February 27, 2013 2013 Genentech USA. All rights reserved. ACI0001611900 Genentech, Inc. does not permit any alterations, modifications,

More information

DIRECT MAIL THE POWER OF. Developing your direct mail program... For more information, contact:

DIRECT MAIL THE POWER OF. Developing your direct mail program... For more information, contact: CompanionBooklet 10/10/06 12:45 PM Page 1 COMPANION BOOKLET THE POWER OF DIRECT MAIL Developing your direct mail program... For more information, contact: 2819 Saint Paul Street Baltimore, MD 21218-4312

More information

11 Things You Should Know About Influencer Marketing

11 Things You Should Know About Influencer Marketing 11 Things You Should Know About Influencer Marketing Table of Contents 1 2 Introduction Influencer Programs Must Have Clear Goals 13 15 Niche Influencers Often Create the Most Engagement Authentic Content

More information

Social Media- tips for use and development Useful tips & things to avoid when using social media to promote a Charity.

Social Media- tips for use and development Useful tips & things to avoid when using social media to promote a Charity. Social Media- tips for use and development Useful tips & things to avoid when using social media to promote a Charity. This is compilation of some of the advice and guidance found online to help organisations

More information

STEPS TO PLAN A VOLUNTEER FUNDRAISING EVENT

STEPS TO PLAN A VOLUNTEER FUNDRAISING EVENT STEPS TO PLAN A VOLUNTEER FUNDRAISING EVENT An event, very simply, is something that happens at a given time and place. However, creating an event for an organization such as the American Brain Tumor Association

More information

By Peter Schoewe, Director of Analytics Mal Warwick Donordigital

By Peter Schoewe, Director of Analytics Mal Warwick Donordigital Measuring YOur return On investment in Multichannel fundraising campaigns By Peter Schoewe, Director of Analytics Mal Warwick Integrated fundraising, advocacy and marketing in a multichannel nonprofit

More information

Social Media and Inbound Marketing for Retail. An Overview for Resort Shopping Centers

Social Media and Inbound Marketing for Retail. An Overview for Resort Shopping Centers Social Media and Inbound Marketing for Retail An Overview for Resort Shopping Centers Unique challenges for retail stores and restaurants. For high-ticket items customers may think that it requires them

More information

T E X T I F Y M O B I L E 1

T E X T I F Y M O B I L E 1 TEXTIFY MOBILE 1 SOME HIGHLIGHTS OF $ 2013 #GivingTuesday: When it comes to the holidays, the average American is no Scrooge. 10,000 companies, charities, and other groups in all 50 states participated.

More information

Why digital marketing?

Why digital marketing? Why digital marketing? Online marketing isn t a fad, and it s not new. If your business doesn t have an online presence, you are already behind your competitors and missing out on literally millions of

More information

Using Effective Promotions

Using Effective Promotions Chapter 16: Using Effective Promotions Product Place Price Promotion 48 slides 12 slides 4 slides 2 slides 2 3 1 Any of a variety of methods used to communicate with the people in your target market and

More information

Realize Campaign Performance with Call Tracking. One Way Marketing Agencies Prove Their Worth

Realize Campaign Performance with Call Tracking. One Way Marketing Agencies Prove Their Worth Realize Campaign Performance with Call Tracking One Way Marketing Agencies Prove Their Worth 73 Billion for 2018 BY THE NUMBERS BY THE NUMBERS Projected calls BY THE NUMBERS Introduction intro Marketing

More information

THE DEFINITIVE GUIDE

THE DEFINITIVE GUIDE THE DEFINITIVE GUIDE TO MARKETING YOUR DENTAL OFFICES Copyright 2015 Century Interactive. All rights reserved. TABLE of CONTENTS THE MAIN FOCUS What are the keys to a successful marketing strategy? Highlight

More information

Top 5. Digital Marketing Services for Local Businesses

Top 5. Digital Marketing Services for Local Businesses Top 5 Digital Marketing Services for Local Businesses Lead generation, search engine optimization and transparent analytics - trying to understand these things is enough to make your head spin.? into How

More information

DEVELOPING A SOCIAL MEDIA STRATEGY

DEVELOPING A SOCIAL MEDIA STRATEGY DEVELOPING A SOCIAL MEDIA STRATEGY Creating a social media strategy for your business 2 April 2012 Version 1.0 Contents Contents 2 Introduction 3 Skill Level 3 Video Tutorials 3 Getting Started with Social

More information

Pre-Click Digital Media Strategy

Pre-Click Digital Media Strategy Pre-Click Digital Media Strategy Elliott Wilkerson Director of Digital Media Buying January 28, 2016 We will discuss the tactics that are available within digital media to help drive potential donors to

More information

Kick-Start Your Holiday Campaign Planning. Proven Practices You Can Put In Play Today

Kick-Start Your Holiday Campaign Planning. Proven Practices You Can Put In Play Today Kick-Start Your Holiday Campaign Planning Proven Practices You Can Put In Play Today Introduction It s never too early to start planning or fine-tune your year-end campaign. To take advantage of the typically

More information

One Big Night of Celebration!

One Big Night of Celebration! SUBCATEGORIES: A. Residential Builder B. Developer C. Commercial Builder D. Associate/Subcontractor/Supplier E. Remodeler PAGE 4 Specify Pinnacle OR Summit on Entry Category 1 BEST LOGO Judging Criteria:

More information

THE POCKET GUIDE TO FIVE EMAILS YOUR NONPROFIT SHOULD BE SENDING.

THE POCKET GUIDE TO FIVE EMAILS YOUR NONPROFIT SHOULD BE SENDING. INTRODUCTORY THE POCKET GUIDE TO FIVE EMAILS YOUR NONPROFIT SHOULD BE SENDING. A Quick Guide to Five Types of Effective Emails Your Nonprofit Should be Sending to Your Database. A publication of 2 IS THIS

More information

Community Event Planning Guide Steps To A Successful Fundraising Event

Community Event Planning Guide Steps To A Successful Fundraising Event Community Event Planning Guide Steps To A Successful Fundraising Event Table Of Contents About Joseph Brant Hospital & Foundation Steps to a Successful Event Step 1 Brainstorm Step 2 Develop a Plan, Create

More information

A New Era of Marketing

A New Era of Marketing A New Era of Marketing Integrating direct and digital marketing Marketing has changed since we founded Ballantine in 1966, or has it? Ballantine has been espousing the virtues of integrated campaigns for

More information

The ultimate guide to your most successful Q4 yet

The ultimate guide to your most successful Q4 yet The ultimate guide to your most successful Q4 yet CONTENTS 01 Introduction 02 Strategy/Planning 03 Email 04 Social Media 05 Digital Tactics 06 Paid Search 07 Creative Consideration/Messaging 08 Backend

More information

Digital Strategy Social Media Branding & Design Search Mobile Marketing

Digital Strategy Social Media Branding & Design Search Mobile Marketing How should NGOs leverage Social Media? Social media is all about conversations It is about reaching out to your desired target audience and making it worth their while to interact with you on a social

More information

THE ECOMMERCE MARKETING GUIDE TO FACEBOOK

THE ECOMMERCE MARKETING GUIDE TO FACEBOOK ADVANCED THE ECOMMERCE MARKETING GUIDE TO FACEBOOK A publication of 2 IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description to determine if your level matches

More information

Funds. Raised. March 2011

Funds. Raised. March 2011 The 2010 Nonprofit Fundra aising Survey Funds Raised in 20100 Compared with 2009 March 2011 The Nonprof fit Research Collaborative With special thanks to the representatives of 1,845 charitable organizations

More information

Non-Profit Social Media Marketing Predictions for 2015 01 TRENDS, TOOLS & TACTICS 7 NON-PROFIT SOCIAL MEDIA PREDICTIONS

Non-Profit Social Media Marketing Predictions for 2015 01 TRENDS, TOOLS & TACTICS 7 NON-PROFIT SOCIAL MEDIA PREDICTIONS Non-Profit Social Media Marketing Predictions for 2015 01 TRENDS, TOOLS & TACTICS 7 NON-PROFIT SOCIAL MEDIA PREDICTIONS FOR 2015 Non-Profit Social Media Marketing Predictions for 2015 1 Non-Profit Social

More information

Branded Websites: The Best Thing You Can Do for Your Business

Branded Websites: The Best Thing You Can Do for Your Business Branded Websites: The Best Thing You Can Do for Your Business A White Paper from Katalyst Creative Group Copyright 2012 Katalyst Creative Group, LLC info@katalystcg.com 1 Branded Websites: The Best Thing

More information

Brave, New Multi-Channel World Implementing & Measuring Integrated, Multi-Channel Campaign Strategies

Brave, New Multi-Channel World Implementing & Measuring Integrated, Multi-Channel Campaign Strategies Brave, New Multi-Channel World Implementing & Measuring Integrated, Multi-Channel Campaign Strategies PRESENTED BY RICHARD BECKER, PRESIDENT TARGET ANALYTICS Agenda The Marketer s Dilemma: How to Measure

More information

Spendster Marketing and Communications Team National Endowment for Financial Education, Ignite Agency Greenwood Village, Colorado, U.S.

Spendster Marketing and Communications Team National Endowment for Financial Education, Ignite Agency Greenwood Village, Colorado, U.S. Spendster Marketing and Communications Team National Endowment for Financial Education, Ignite Agency Greenwood Village, Colorado, U.S. Need/Opportunity / For many in the U.S., learning about money management

More information

Growing Any Business in 16 Weeks with Social Media. Presented by Andrew Morrison President, Small Business Camp

Growing Any Business in 16 Weeks with Social Media. Presented by Andrew Morrison President, Small Business Camp Growing Any Business in 16 Weeks with Social Media Presented by Andrew Morrison President, Small Business Camp 1 Andrew Morrison President of Small Business Camp Founded three (3) multi-million dollar

More information

SMALL BUSINESS MARKETING PLANNING

SMALL BUSINESS MARKETING PLANNING SMALL BUSINESS MARKETING PLANNING A guide to some activities that could prove useful One universal small business goal is to sell the business's products and services. This is usually best accomplished

More information

Best Use of Direct Marketing

Best Use of Direct Marketing Best Use of Direct Marketing 2015 Nomination Form Nominations should be in respect of activity completed during the organisation s 2014 financial year. This award will recognise the campaign that demonstrates

More information

Source of all statistics:

Source of all statistics: Source of all statistics: Internet Usage Internet Users in Brazil Has Increased Steadily There has been a steady rise in the online population in Brazil over the past few years In 2009, 64.8 million people

More information

Earning a Degree in Digital Emory University Touts 43% More Leads At Lower Cost

Earning a Degree in Digital Emory University Touts 43% More Leads At Lower Cost Case Study GOIZUETA BUSINESS S C H O O L Earning a Degree in Digital Emory University Touts 43% More Leads At Lower Cost 2014 Simplixity INTRODUCTION TO HIGHER EDUCATION ADVERTISING Institutions of higher

More information

Marketing Online SEO Facebook Google Twitter YouTube

Marketing Online SEO Facebook Google Twitter YouTube Marketing Online SEO Facebook Google Twitter YouTube What is Internet Marketing? Internet marketing is considered to be broad in scope[1] because it not only refers to marketing on the Internet, but also

More information

Global Mass Communication & Content Distribution

Global Mass Communication & Content Distribution Global Mass Communication & Content Distribution Privi is a global content distributor over the sms/mms mobile channel. Our mission, to power brands and public figures with access, reaching your global

More information

The Top 10 Optimization Best Practices for Financial Services

The Top 10 Optimization Best Practices for Financial Services ebook: The Top 10 Optimization Best Practices for Financial Services a publication from Introduction Better Engage and Convert Website Visitors Financial services companies are facing a new challenge:

More information

INDIVIDUAL AGENCY HOW-TO GUIDE

INDIVIDUAL AGENCY HOW-TO GUIDE Trusted Choice Branding Strategy INDIVIDUAL AGENCY HOW-TO GUIDE User ID Password CONTENTS Phase I: Set Up & Planning... Page 2 Phase II: Promotion... Page 5 Phase III: Speak The Language. Connect With

More information

How to Use Social Media to Enhance Your Web Presence USING SOCIAL MEDIA FOR BUSINESS. www.climbthesearch.com

How to Use Social Media to Enhance Your Web Presence USING SOCIAL MEDIA FOR BUSINESS. www.climbthesearch.com USING SOCIAL MEDIA How to Use Social Media to Enhance Your Web Presence FOR BUSINESS www.climbthesearch.com s Share WRITTEN Khoi Le Marketing Director khoi@climbthesearch.com 2 INTRODUCTION If you or the

More information

USING FACEBOOK ADS TO FILL UP YOUR TRANSFORMATION CHALLENGES TO THE MAX!

USING FACEBOOK ADS TO FILL UP YOUR TRANSFORMATION CHALLENGES TO THE MAX! USING FACEBOOK ADS TO FILL UP YOUR TRANSFORMATION CHALLENGES TO THE MAX! This is a process that begins well before the challenge start date nears. After about 3 6 months of writing informative emails to

More information

HUMAN SERVICES: WHO GIVES?

HUMAN SERVICES: WHO GIVES? Introduction In Understanding Giving: Beliefs & Behaviors of Colorado s Donors, we explored what, how, and why Coloradans give. The report was based on a wealth of research, most of which was conducted

More information

A 7-Step Analytics Reporting Framework

A 7-Step Analytics Reporting Framework A 7-Step Analytics Reporting Framework By Feras Alhlou, Principal Marketing Consultant 2 Marketing Optimization Imagine that you just attended a conference on digital marketing and analytics. You re pumped

More information

Your charity s guide to JustGiving

Your charity s guide to JustGiving Your charity s guide to JustGiving 1 2 Contents Who we are and what we do 6 Our story 8 How it works 10 Why join JustGiving? Our tools 14 Fundraising pages 16 Company Fundraising profiles 18 Appeal pages

More information

DIRECT MARKETING 101. Creative. Avalon Consulting Group March 19, 2014. www.avalonconsulting.net

DIRECT MARKETING 101. Creative. Avalon Consulting Group March 19, 2014. www.avalonconsulting.net DIRECT MARKETING 101 Creative Avalon Consulting Group March 19, 2014 1 www.avalonconsulting.net CAMPAIGN LAUNCHES EVOLUTION OF A CAMPAIGN Concept Meeting Concept and Schedule Determined Program Design

More information

Event Marketing 101 for Not for Profits

Event Marketing 101 for Not for Profits WHITEPAPER MARCH 2015 Event Marketing 101 for Not for Profits 8 tips to help you reach your event goals Presented by Pro Bono Australia and Eventbrite CONTENTS Introduction... 2 Tip 1: Drive Brand Awareness...

More information

HIGH-PERFORMANCE RETARGETING

HIGH-PERFORMANCE RETARGETING SOCIAL, MOBILE AND CRM RETARGETING CREATIVE STRATEGIES THAT PERFORM WHITE PAPER HIGH-PERFORMANCE RETARGETING STRATEGIES FOR THE MODERN MARKETER Executive summary In an ideal world, you d deliver a personalised

More information

The Foundation of Fundraising Success: Understanding Why People Give

The Foundation of Fundraising Success: Understanding Why People Give IPM Advancement - Whitepaper The Foundation of Fundraising Success: Understanding Why People Give The Foundation of Fundraising Success: When you re in the business of raising money for a cause, it s crucial

More information

Guerrilla Marketing Tactics

Guerrilla Marketing Tactics Guerrilla Marketing Tactics multiply@multiplymarketing.co.uk Guerrilla marketing is what Multiply Marketing does best; Low Cost-High Impact Marketing strategies & tactics for use by small businesses and

More information

Online Order Management

Online Order Management discover Wow! There s one word we hear from AlphaGraphics customers time and time again: Wow! Whether it s from a long-term client, or someone checking out our services for the first time, people are continually

More information

UK YOUNG MEDIA LIONS 2012

UK YOUNG MEDIA LIONS 2012 UK YOUNG MEDIA LIONS 2012 MEDECINS SANS FRONTIERES / DOCTORS WITHOUT BORDERS (MSF) MEDIA RESPONSE EMMA HAWKINS / LAURA GARRATT OUR CHALLENGE Recruit regular donors to MSF s unrestricted general fund -

More information

custom packages include Security analytics basic content management Premier content management marketing & much more!

custom packages include Security analytics basic content management Premier content management marketing & much more! Getting your custom website up and running is a major step in getting your brand out of a small pond and into the worldwide scene. But simply having a great looking website can only do so much. A proper

More information

Digital Training Academy. The Obama Campaign

Digital Training Academy. The Obama Campaign The Obama Campaign Case study Digital Relationship Marketing (RM) Academy Extending the consumer journey with RM The Obama Campaign: Moving message changing the beliefs and engagement of a generation of

More information

City College of San Francisco 2015 Marketing Overview For the PGC. Pamela Cox-Otto, Ph.D. - Interact Communications

City College of San Francisco 2015 Marketing Overview For the PGC. Pamela Cox-Otto, Ph.D. - Interact Communications City College of San Francisco 2015 Marketing Overview For the PGC Pamela Cox-Otto, Ph.D. - Interact Communications Fall 2015 Marketing Future Focused. Fall 2015 Marketing: Audiences General Audience Prospective

More information

Grow Your Business with Email and Social Media

Grow Your Business with Email and Social Media Grow Your Business with Email and Social Media Simple Marketing Strategies for Small Businesses and Nonprofits Constant Contact 2015 Welcome Rebecca Esparza, MBA Authorized Local Expert, Constant Contact

More information

SOCIAL MEDIA CLINIC. Giorgos Vareloglou Radovljica 17/11/2011

SOCIAL MEDIA CLINIC. Giorgos Vareloglou Radovljica 17/11/2011 SOCIAL MEDIA CLINIC Giorgos Vareloglou Radovljica 17/11/2011 HELLO, I M GIORGOS. I M A MARKETER. I WORK @ MINDWORKS. I LOVE PILLOW FIGHTS! :) 4 things someone can do online: SEARCH MARKETING AFFILIATE

More information

Social media has CHANGED THE WORLD as we know it by connecting people, ideas and products across the globe.

Social media has CHANGED THE WORLD as we know it by connecting people, ideas and products across the globe. Social Media for Retailers: Six Social Media Marketing Tips to Drive Online Sales........................................................ 2 Social media has CHANGED THE WORLD as we know it by connecting

More information

What is Text Message Marketing?

What is Text Message Marketing? What is Text Message Marketing? SMS (Short Message Service) Text Message Marketing is the ability to send permission-based text messages to a group of people who have opted-in to your mobile list. The

More information

SOCIAL LISTENING AND KPI MEASUREMENT Key Tips for Brands to Drive Their Social Media Performance

SOCIAL LISTENING AND KPI MEASUREMENT Key Tips for Brands to Drive Their Social Media Performance SOCIAL LISTENING AND KPI MEASUREMENT Key Tips for Brands to Drive Their Social Media Performance With social media marketing, the power is derived from being able to directly communicate with consumers

More information

Creating a Landing Page to Achieve Maximum Results

Creating a Landing Page to Achieve Maximum Results Creating a Landing Page to Achieve Maximum Results Landing Page? By now most of us will know what a landing page is and what it aims to achieve, but for those of you who do not, we can simply define it

More information

THE DEFINITIVE GUIDE EYE CARE PRACTICE TO MARKETING YOUR. Copyright 2015 Call Box. All rights reserved.

THE DEFINITIVE GUIDE EYE CARE PRACTICE TO MARKETING YOUR. Copyright 2015 Call Box. All rights reserved. THE DEFINITIVE GUIDE TO MARKETING YOUR EYE CARE PRACTICE Copyright 2015 Call Box. All rights reserved. TABLE of CONTENTS 2 THE MAIN FOCUS What are the keys to a successful marketing strategy? Highlight

More information

Click to Lead:: The Website Challenge

Click to Lead:: The Website Challenge Click to Lead:: The Website Challenge How to Reach Business Software Buyers and Convert Them to Sales-Ready Leads Michael Ortner ortner@capterra.com www.capterra.com Please feel free to post a link to

More information

The #GivingTuesday Event Marketing Toolkit

The #GivingTuesday Event Marketing Toolkit The #GivingTuesday Event Marketing Toolkit Best practices and resources to help amp your marketing efforts before, during, and after your fundraiser. In This Toolkit Event Marketing Checklist Important

More information

small business blogs 3 things to blog about to generate traffic, leads & sales Brought to you by

small business blogs 3 things to blog about to generate traffic, leads & sales Brought to you by small business blogs 3 things to blog about to generate traffic, leads & sales Brought to you by One of the most useful parts of a business website is the blog. If you don t have one, you can learn how

More information

Pinnacle Awards Submission Presented by: Tanya Babcock and Carrie Perlet

Pinnacle Awards Submission Presented by: Tanya Babcock and Carrie Perlet Pinnacle Awards Submission Presented by: Tanya Babcock and Carrie Perlet Brite Business Situation In 2011, Brite invested in its managed services platform by building a state-of-the-art Network Operations

More information

OVERVIEW OF INTERNET MARKETING

OVERVIEW OF INTERNET MARKETING OVERVIEW OF INTERNET MARKETING Introduction to the various ways in which you can market your business online 2 April 2012 Version 1.0 Contents Contents 2 Introduction 4 Skill Level 4 Terminology 4 What

More information

2015 Integration Standards

2015 Integration Standards Overview Thank you for your full share contribution to our 2015 CU Link cooperative advertising campaign. With your support, our CU Link campaign remains the largest voluntary credit union campaign in

More information

INTRODUCTION. 6 Keys to Reaching and Winning Today s Connected Consumer 2014 Cox Media

INTRODUCTION. 6 Keys to Reaching and Winning Today s Connected Consumer 2014 Cox Media INTRODUCTION We re living in an always on society where business and life never slow down for a moment. To stay on top of their busy lives, your target customers are constantly connected. Whether watching

More information

IS NOW THE FUTURE. Moving Donors UP The Giving Pyramid. JANN SCHULTZ, Operation Smile ANGEL A. ALOMA, Food For The Poor MARK RHODE, Russ Reid

IS NOW THE FUTURE. Moving Donors UP The Giving Pyramid. JANN SCHULTZ, Operation Smile ANGEL A. ALOMA, Food For The Poor MARK RHODE, Russ Reid THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS Moving Donors UP The Giving Pyramid JANN SCHULTZ, Operation Smile ANGEL A. ALOMA, Food For The Poor MARK RHODE, Russ Reid The problem we

More information

Dental Marketing. Guidebook. A publication of. denteractivetm

Dental Marketing. Guidebook. A publication of. denteractivetm Dental Marketing Guidebook A publication of denteractivetm Cost-Effective Dental Practice Marketing Everyone knows how to market a practice: first, provide great service so that current patients refer

More information