Award Type Awards of Excellence Association. Award Category Innovative Marketing Campaign. Total annual association budget Over $750,000

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1 Award Type Awards of Excellence Association Award Category Innovative Marketing Campaign Total annual association budget Over $750,000 Name: 2014 National Conference on Philanthropic Planning Describe the organization/company and its purpose: Originally created in 1988 as the National Committee on Planned Giving (NCPG), the Partnership for Philanthropic Planning (PPP) is a 501(c)(3) public charity whose mission is to help people and organizations create charitable giving experiences that are the most meaningful in achieving both charitable mission and the philanthropic, financial, family and personal goals of the donor. PPP achieves its mission through research, education, advocacy, community dialogue and the setting of standards and best practices in philanthropic planning. The Partnership strives to engage all constituents in the charitable gift planning process: planned giving and major gifts professionals, nonprofit managers and trustees, financial and estate planners, trust managers and administrators. Describe the individual's projects and/or successes: The National Conference on Philanthropic Planning is the largest of its kind in the US, put on by the Partnership for Philanthropic Planning (PPP). The event provides a unique meeting place for all of the professionals who make charitable giving most meaningful in their work. This year\'s conference in Anaheim brought in nearly 800 professionals in charitable gift planning from all over the country, a recording setting number since before the recession. Goals: Goal 1: Increase Attendance by at least 10% from prior year reaching 800 attendees. Goal 2: Increase focus on NCPP education by achieving 300+ downloads of past speaker papers Goal 3: Increase social engagement on twitter and Facebook around NCPP with promoted posts for offerings and hashtag promotion #2014NCPP Goal 4: Increase blog traffic with three unique NCPP offerings and registration CTAs. Success: The newest and most innovative strategy used for NCPP 2014 was inbound marketing. The high quality speaker papers from past events that are accessible only by attendees served as a great sampling of the valuable NCPP education and provided us a new way to grow our database. Overall, with the new types of content used to promote NCPP (infographics, offerings, targeted ads and messaging) we saw a huge increase in blog traffic, social engagement and growth as well as open rates in all NCPP communications. *The outline of the entire campaign strategy and examples along with results are attached to this entry. Social Media Links

2 Innovative Marketing Campaign: 2014 NCPP

3 About NCPP The National Conference on Philanthropic Planning is the largest of its kind in the US, put on by the Partnership for Philanthropic Planning (PPP). The event provides a unique meeting place for all of the professionals who make charitable giving most meaningful in their work. This year's conference in Anaheim brought in nearly 800 professionals in charitable gift planning from all over the country, a recording setting number since before the recession.

4 GOALS

5 Setting goals is the first step in turning the invisible into the visible. Tony Robbins NCPP Marketing Goals: Goal 1: Increase Attendance by at least 10% from prior year reaching 800 attendees. Goal 2: Increase focus on NCPP education by achieving 300+ downloads of past speaker papers Goal 3: Increase social engagement on twitter and Facebook around NCPP with promoted posts for offerings and hashtag promotion #2014NCPP Goal 4: Increase blog traffic with three unique NCPP offerings and registration CTAs.

6 AUDIENCE

7 NCPP AUDIENCE Paid lists: we targeted our messaging around our current member personas and experience levels in addition to a new audience, a younger less experienced charitable planner who deal with major gifts specifically. We also targeted by region. We used an attendee demographic infographic to target new sponsors and display who should come to NCPP.

8 What s in it for me. Why should I believe you? NCPP Value Propositions and Supporting Copy for Target Audiences For Charitable Gift Planners/Fundraisers and Development Officers Build The Legacy Your Donors and Clients Desire: Collaborate with experts at the largest national conference on philanthropic planning and leave with more creativity and confidence in your work with donors and future clients. For Major and Principal Gift Officers: Enhance Your Client and Donor Relationships With Skills in Gift Planning The largest national conference on philanthropic planning, NCPP, is here to offer you the tools to become more effective in your work with clients and donors by adding the value of gift planning to your skill set.

9 STRATEGY

10 STRATEGY OVERVIEW Inbound Marketing Offerings- past conference papers for download CTAs in blogs and newsletters with links to forms Automated follow up for offering downloads Digital/Social Media Social campaigns Win a free registration and You still win follow up Boosted/paid posts on Twitter, LinkedIn and Facebook Infographics Advertising/Tradeouts Marketing Toolkit for partner council promotions Advertising trades/ print and line text ads Marketing Targeted marketing by audience, region and past attendance Tailored follow up s to downloads/contest entries Print Targeted Postcard- list purchase by region/target audience Onsite postcard with 2015 conference promotion/logo

11 INBOUND MARKETING STRATEGY Our first strategy for reaching more engagement around NCPP was through inbound marketing tactics utilizing past NCPP speaker papers as our content offerings. We set up unique landing pages (which remained branded to PPP and other offerings) with forms for each. We built communications (primarily on social with paid posts) and attached CTA is newsletters and relevant blog posts. We also set up automation for follow up s for each download.

12 Vehicle: We built communications (primarily on social with paid posts) and attached CTA is newsletters and relevant blog posts. Follow up: We also set up automation for follow up s for each download promoting a join & save option for nonmembers.

13 DIGITAL & SOCIAL STRATEGY While we see social media as more of a vehicle than a strategy, we did run a successful Social Campaign for a free registration valued at $1,045 for one week after early bird deadlines ended. We utilized boosted posts on LinkedIn and Facebook and scheduled messaging on Twitter. Combined Inbound Strategy: the social shares, and clicks to the landing page were tracked and entries were directed to a form where we collected contact information and followed up with more conference information via . Over 200 entries came in for the contest after our prime registration time ended.

14

15 Campaign Follow Up Automation Automated s were scheduled as soon as anyone entered the giveaway and at the conclusion of the campaign, the You Still Win went out to members offering the early bird rate. Non-member entries were offered the discounted member rate and join/save promotion.

16 DIGITAL & SOCIAL (CONT.) We sent a personalized announcement to our 3,000+ LinkedIn group members and tailored messaging within our shared interest online communities. We also featured blog posts by NCPP speakers linking related past NCPP papers as offerings and conference registration CTAs.

17 DIGITAL & SOCIAL (Cont.) Are social content ranged from photos showcasing the staff excitement, infographics, graphics promoting early bird and other deadlines, past year s videos as well as NCPP offerings for download. We also focused on more visuals and calls to action promoting education and top reasons to attend with infographics.

18 ADVERTISING AND TRADEOUTS We partnered with relevant publications like The Chronicle on Philanthropy and others in addition to our partner councils offering member discounted rates to non-members with unique discount codes that we could track. Ads: text ads and digital advertisements were created for partner councils. Partner Council Ad Media Kits: In addition to providing our speakers with a toolkit, we provided our partner councils a kit to promote NCPP to their members including ads, infographics templates and more.

19 MARKETING We tied some of our social tactics with marketing by sending a personalized announcement to our 3,000+ LinkedIn group members which arrive via their inbox as well as group notices.

20 Targeted s were also sent regionally and to various audience segments.

21 Print We purchased lists from similar organizations that included a large segment of the new audience we were targeting. Two print pieces were utilized in the NCPP campaign: 1. Targeted postcard with a tracking link 2. Membership marketing piece used at other events and tradeshows

22 Innovative Marketing Campaign: 2014 NCPP

23 RESULTS

24 Goal 1: Increase Attendance by at least 10% from prior year reaching 800 attendees %

25 Goal 2: Increase focus on NCPP education by achieving 300+ downloads of past speaker papers 3 offerings 407 Downloads

26 Goal 3: Increase social engagement on twitter and Facebook around NCPP with promoted posts for offerings and hashtag promotion #2014NCPP 50+ NCPP Unique Tweets 100+ favorites and retweets 10k+ Reach with promoted posts on facebook

27 Goal 4: Increase blog traffic with three unique NCPP offerings and registration CTAs. Result: Blog traffic increased significantly during the three months with one new NCPP download offered each month. 50% Click rates on NCPP registration CTAs during the months of June-August. Blog traffic/views:

28 Bonus Finding: open rates around NCPP communications increased to well above the industry average and at 5% higher than previous year. (June-Aug)

29 Summary The newest and most innovative strategy used for NCPP 2014 was inbound marketing. The high quality speaker papers from past events that are accessible only by attendees served as a great sampling of the valuable NCPP education and provided us a new way to grow our database. Overall, with the new types of content used to promote NCPP (infographics, offerings, targeted ads and messaging) we saw a huge increase in blog traffic, social engagement and growth as well as open rates in all NCPP communications. *This presentation was merely a glimpse of the complete 2014 NCPP Campaign. We are still constructing our final results with all tracking links placed, social referrals and analysis of the NCPP website analytics.

30 Onward and Upward

31 It s never too early to campaign for next year Campaigning for the 2015 conference began during 2014 NCPP with recordings of testimonial videos and photos promoting what attendees liked about conference.

32 A recap of the event from social media was put together on storify immediately following NCPP including a section of member praises of the conference and NCPP 2015 promotion.

33

34 Have questions about PPP s innovative marketing campaign for NCPP 2014? Contact: Sarah Rosenberger PR & Marketing Manger

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