CRASH COURSE ON INTEGRATED MARKETING

Transcription

1 CRASH COURSE ON INTEGRATED MARKETING Presenter: Pat Sabatelle, CFRE Senior Vice President Grizzard Communications September 2014

2 Preferred Giving Channels Online is now the top preferred method of donation, eclipsing mail... Source: Grizzard s DonorGraphics TM media usage study, Base: US Donors (online adults who are 12-month active donors) (n=1,531). 2

3 ... But Older Donors Still Prefer Mail A robust online presence is necessary for acquiring new younger prospects and adapting to older generation s slow but steady online adoption. Source: Grizzard s DonorGraphics TM media usage study, Base: US Donors (online adults who are 12-month active donors) n=1,531. 3

4 Nonprofit Communication Mix When donors design their ideal communication mix, mail and are preferred in equal measure. is still underutilized, highlighting a digital communication opportunity. Source: Grizzard s DonorGraphics TM media usage study, Base: US Donors (online adults who are 12-month active donors) n=1,531. 4

5 FRED HUTCHINSON CANCER RESEARCH CENTER CASE STUDY Analysis of December 2013 Matching Gift September 2014

6 About Fred Hutch The comprehensive cancer center in the Pacific Northwest Pioneer of bone marrow transplantation Three Nobel Laureates 16+-acre campus on South Lake Union in Seattle 1 million bone marrow transplants world wide Compassionate researchers/physicians focused on finding new cures for cancer and related diseases

7 How it All Happened (Dec 2012) We began focusing on direct mail. Realized the opportunity for integrating digital in a bigger way, Grizzard came to FHCRC with ideas and case studies. Some of our ideas were a real change in culture, the team agreed to try it. 7

8 Maximizing Impact Matching gift offer through the mail Integrated strategy included five solicitation s focused on the matching grant & created urgency to give at year end A banner ad was added into current rotating banner-(1st position) 8

9 More Strategy Final component -- a light box with a pop up feature that activated as soon as the homepage was loaded. Light box message was a short call to action, requesting a donation and mentioning that the gift would be doubled. 9

10 Cookies Anyone? A cookie was placed on visitors to the site to ensure the pop up was only activated for visitors who had not seen the light box. The light box set to go down at close of the Match Gift campaign. 10

11 FY13/14 ---Year 2 Objective: promote and grow the integrated, multi-channel Matching Gift campaign - including multiple digital and direct mail efforts. Size of target audience: Direct mail 35,867 lapsed, active, event and major donors Digital over 28,606 addresses (via retargeting and display ads) 11

12 Year 2-Dec 2013 a 37% increase over 2012 Direct mail with Matching Gift Offer (1 week longer) 6 Solicitation Series (+1) Homepage Banners and Light Box SEM Retargeting Campaign & Display Ads (new) Social Memes 12

13 Show Me the Money! December 2012: $379,819 December 2013: $576,554 13

14 Direct Response Online Overall Comparisons FY11/12, FY12/13, FY13/14

15 FY12, FY13 and FY14 Online Results Direct Response Digital Campaign Revenue $401, $400,000 $300,000 $207,566 $200,000 $100,000 $31, $0 FY12 (before integration) FY13 FY14

16 FY12, FY13 and FY14 Online Results # of Gifts 1,500 1,395 1, Average Gift 0 FY12 (before integration) FY13 From FY13 to FY14 there was a 67% increase in the number of direct response online gifts and the average gift rose by 15%. FY14 $ $ $ $ $ $ $0.00 FY12 (before integration) FY13 FY14

17 Key to Success One clear and compelling message across a variety of online and offline channels

18 December Integrated Marketing Elements CAMPAIGN COMPONENTS December FY13 December FY14 FY15 Plan General Awareness Campaign X TV Spots X X Radio Spots X X Homepage banners X X X Homepage light box X X X Direct mail X X X s X X X Public Service Announcement X X Acknowledgement letter tailored to the campaign X X X Welcome postcard to new donors X X X Welcome series to new donors X X X Social memes (Facebook) X X Rotating homepage slider X Digital display ads X X Digital retargeting ads X X Call To Action highlighted in yellow 18

19 Direct Response Online Comparisons by Components

20 December 2014 Matching Gift Mail: main drop and follow up six-solicitation series Homepage banners and light box Donation page and than you assets SEM/Display Ads/Retargeting December 2013 had a 37% increase e in revenue over

21 Homepage Banners

22 Banner Stats $ FY13 Responders to Banners FY14 Responders to Banners $ $ $ $ There were 8 banner ads in FY13 and 16 in FY14. $ $0.00 FY13 Banner Ad Average Gift FY14 Banner Ad Average Gift

23 Banner Ad Revenue $118, $120,000 $100,000 $68,765 $80,000 $60,000 $40,000 $20,000 $0 FY13 Total Banner Revenue FY14 Total Banner Revenue

24 Light Box

25 Light Box Stats There were light boxes in both FY13 and FY FY13 Gifts to Light Boxes FY14 Gifts to Light Boxes $ $ $ $ $ $ $ $ $ $50.00 $0.00 FY13 Light Box Average Gift FY14 Light Box Average Gift

26 Light Box Revenue $178, $200,000 $150,000 $98,389 $100,000 $50,000 $0 FY13 Gross Revenue from Light Boxes FY14 Gross Revenue from Light Boxes From FY13 to FY14, there was 81.5% increase in revenue from Light Boxes.

27 December Series

28 Stats $ $ $ $ FY12 Gifts to FY13 Gifts to FY14 Gifts to $ Slight decrease in responders and slight increase in average gift from FY13 to FY14. $ $ $50.00 $0.00 FY12 Average Gift FY13 Average Gift FY14 Average Gift

29 Revenue $58,453 $60,000 $50,000 $31,124 $33,575 $40,000 $30,000 $20,000 $10,000 $0 FY12 Gross Revenue from FY13 Gross Revenue from FY14 Gross Revenue from From FY13 to FY14, there was 74% increase in revenue from direct response s.

30 73% of US online adults use Facebook at least monthly *DonorGraphics, 2013 Facebook Retargeting Ads Rotating Images Rotating Images

31 Display Ad

32 The most successful integrated campaign December 2013

33 Direct Mail vs. Digital Revenue December 2013 Campaign Overall Revenue Total Gifts: 2,930 Total Revenue: $540,871 Average Gift: $ Direct Mail Revenue Total Gifts: 1,930 Total Revenue: $251,736 Average Gift: $ Percent of Gifts: 66% Percent of Revenue: 47% Digital Revenue Total Gifts: 999 Total Revenue: $289,135 Average Gift: $ Percent of Gifts: 34% Percent of Revenue: 53% 33

34 Performance by Donor Type Lapsed Donors Total Gifts: 177 Total Revenue: $31,608 Average Gift: $ New Donors Total Gifts: 266 Total Revenue: $57,966 Average Gift: $ Active Donors Total Gifts: 2,487 Total Revenue: $451,297 Average Gift: $ Includes all gifts to the 2013 December Matching Gift appeal from donors giving < $10,000. New = first gift ever, Active = 0-24 months, Lapsed = 25+ months 34

35 Donor Type by Channel Direct Mail A vast majority of the donors responding to the direct mail effort were active. Digital The digital efforts were effective at acquiring new donors and reactivating lapsed donors. Active Lapsed New

36 Upgrade & Downgrade by Donor Type Active Donors Very few active or lapsed donors downgraded in the December 2013 Matching Gift campaign. Lapsed Donors Almost half of lapsed donors upgraded their giving. Upgrade Downgrade Same Amount Includes all non-new gifts to the 2013 December Matching Gift appeal from donors giving < $10,000. Active = 0-24 months, Lapsed = 25+ months 36

37 Upgrade & Downgrade by Channel Direct Mail Overall, 86% of gifts to the December 2013 Matching Gift campaign were equal or higher than the donor s previous gift. Digital A third of all digital gifts were upgrades. Upgrade Downgrade Same Amount Includes all non-new gifts to the 2013 December Matching Gift appeal from donors giving < $10,

38 FY14 Success Goal: Increase Direct Response Revenue Analysis is based on Direct Response (DR) Donors and includes all of their transactions. 38

39 Questions 39

40 Thank You