Post on 25-Aug-2018
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Lisa Allan, The Smith Family Marcus Blease, Cerebral Palsy Alliance
Integrated FundraisingIt’s the new black
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Agenda
• What is Integrated Marketing?
• The 3 Pillars
• Channel and Layer Considerations
• CPA Case Study – Donor Acquisition
• The 9 Steps
• TSF Case Study – Christmas Appeal
• CPA Case Study – Events & Regular Giving Pathway
• Exercise
• What will I get out of integration again?
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About Lisa & The Smith Family
• Raised over $125m from individuals in 5 years• Was pushed outside the mainstream• Recently segmented supporter base by values and beliefs• Thinks good marketing and fundraising is a discipline
grounded in fact
About Marcus & Cerebral Palsy Alliance
• Grown CPA fundraising from FY08 $14.4m to FY11 $22.7m• Rebranded The Spastic Centre to Cerebral Palsy Alliance
early 2011 and transitioned it to a national charity • Worked in small, medium and large fundraising charities• Believes strongly in the science of fundraising – it’s great
to see it working for a lessor known cause
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There is something in this presentation for everyone in this room
Please don’t think:
• We’re too small• We don’t have the budget• That’s too complex for us• None of this is worth implementing, it won’t make any difference
Remember….
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Integrated Fundraising 101
The concept isn’t new
• Multi Channel Marketing • Cross Media Marketing • Cross Channel Marketing • Plus many more….
There are just some new and very engaging channels allowing for hyper personal relationship development
Don’t ignore it!
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Well, what exactly is it?
An approach based on the consistent and systematicstrategic creation and delivery of marketing messages and materials.
A truly excellent integrated campaign takes the multi‐platform approach to the next level by using each channel to feed into an overarching story based on your target market’s stage.
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The three pillars of integration
• Imagery• Copy• Tone
Fully integrated campaigns will ensure consistency with all three.But only two are required.
‐Jeremy Nichols, BMF
Imagery
Tone
Copy
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Potential Channels…
Copyright 2011 IMPAQT LLC
Must consider channel …plus target audience, lifestage, desired action, etc
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Going deeper…layers of integration
This is enhanced when integration goes beyond just the basic communications tools.
• Horizontal Integration ‐ across the marketing mix and across business functions
• Vertical Integration ‐marketing and communications objectives support the corporate objectives and strategies
• Data Integration ‐ collecting and sharing relevant data across different departments for a single supporter experience
• Internal Integration ‐ keeping all staff informed• External Integration – ensuring external partners work
closely to deliver an integrated campaign
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opportunity in this space – because customers are using more channels than ever before
Bing Case Study Video
We are all experiencing this every day
Can you name some other campaigns?
Integrated Marketing Campaigns
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oss Who: Cerebral Palsy Alliance
What: Donor acquisition campaign
Time: Feb – end June 2011
Target Audience: Females aged 55 + NSW/ACT + test SA/VIC/QLD
Objective: to recruit 8,500 new donors + $341,000
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Objective setting
1. Raise awareness of CPA and re‐brand 2. Raise awareness of CP and its impact 3. Gain cut through – an impactful campaign4. Raise money = $341,0005. Acquire donors = 8,500
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Activity Expense Revenue Net Tests Raffle $120,000 $60,000 -$60,000 SA/VIC/QLD Cash Phone $60,000 $30,000 -$30,000 SA/VIC/QLD Mail $410,000 $246,000 -$164,000 NSW/SA/VIC/QLD TV $100,000 $0 -$110,000 Nationally Online $20,000 $5,000 -$15,000 NSW TOTALS $780,000 $341,000 -$439,000
Objective setting – proposal to the board
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PressPR Radio Event Online Mail PhoneSocial Media
Online Response Feb March April May June
Channel Selection
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TV Campaign
• Challenged usual portrayal of disability• Showed real families and impact of CP• Unscripted• Emotional• Clearly showed a ‘problem’ and a ‘need’• The donor could see how they could help
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Play Moving Moments TVC
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Press
• National & State Press• For 1st week• No measureables
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Press
• Linked to the TV Campaign – showing families from TV commercial
• Challenged usual portrayal of disability• Showed real families, their story and impact of CP• Emotional• Clearly showed a ‘problem’ and a ‘need’• The donor could see how they could help
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Publicity
Linked media where possibleFeatured families from TV 100 media articles
Across: • TV• Radio• Press• Online
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• 4 Waves • Purchased lists• Total mailed 206,296• Wheelchair proposition – family from TV commercial• Tested new markets• Undertook many tests...
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Mail Tests: • Timing – best month • Premium or none• Type of premium• Letter length• Value• Style of pack• New states
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Mail Tests Results
Premium• Key Chain 3.9% vs. 2.2% labels• Key Chain $42.70 vs. $39.33• 2nd gift rate – labels 39% vs. key chain 31%
Style of Letter• 4 page letter 3.3% vs. Simple 1 page letter 2.1%• 4 page letter $43.92 vs. Simple 1 page letter $38.34 • 2nd gift rate – 4 page 32.7% vs. Simple 32.5%
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Mail Tests Results
Ask Value • $25 3.5% vs. 2.9% for $35• $25 gave $38 vs. $45 for $35 ask• Overall we’d have been $4K better off if all $25 ask. • More people gave $35 but less gave $60! A learning. • 2nd gift rate $25 33% vs $35 31%
Timing• Feb 3.9%, March 3%, April 2.5%, May 3.7%• Best response when the TV playing! Better than tax.
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Phone• Same proposition and case study• Tested new state markets• Compelling pack follow up• 14,000 connected calls• Purchased lists
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Web
The agency forgot to book them!
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Web
clear directionfrom the homepage
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Web
integrateddonation page
Narrative format
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Social Media
Campaign Landing page
Increased likes By 100%
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Results
Mail (mostly NSW) Phone (exc NSW) Other National TotalRevenue $311,938 $56,979 $42,301 $411,218.00Costs $410,000 $52,347 $50,000 $512,347.00Net ‐$98,062.00 $4,632.00 ‐$7,699.00 ‐$101,129.00ROI $0.76 $1.09 $0.85 $0.80Donors 6692 1532 607 8831
Net loss proposed by the board was ‐$439,000
Result was a $338,000 improvement
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Integration Outcomes
• Created a richer more engaging campaign• Increased the impact of the message• Anecdotal feedback from phone agents extremely
positive• Reached a larger audience than mail/phone alone• Can’t prove multi channel increased results until
we do a campaign without similar integration
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Integration – much of a difference?
• From a digital perspective – no in terms of $• 136 (2%) went online to donate following mail • 1,045 viewed the detailed video’s online• Increased response rate 3.9% vs. 2.5% month after it
stopped• It’s not all about dollars. New mediums won’t
immediately generate revenue. • But keep it in perspective vs. your time....
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9 Steps to Integration
1. Get Senior Management support.
2. Integrate at different levels of management.
3. Use your Style Guidelines or Brand Book to maintain common visual standards.
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9 Steps to Integration
1. Get Senior Management support.
2. Integrate at different levels of management.
3. Use your Style Guidelines or Brand Book to maintain common visual standards.
4. Focus on a clear marketing communications strategy. Link core values into every communication.
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9 Steps to Integration
1. Get Senior Management support.
2. Integrate at different levels of management.
3. Use your Style Guidelines or Brand Book to maintain common visual standards.
4. Focus on a clear marketing communications strategy. Link core values into every communication.
5. Think supporters first.
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Overarching considerations• Who – target audience• What – core benefit• Why – compelling reason
(relevant and meaningful)
Consideration
Awareness
Intention
ActionFacilitation
Action /Donation
Honeymoon
Support
Loyalty
NeedsDevelopment
Entry
Pre-conversionPost-conversion
Copyright Precise-Value
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10 step communications1. Show the need2. Define the problem and its scope3. Show how easily the problem can be solved4. Unlock positive feelings around making a difference5. Provide evidence / show results (proof)6. Reinforce popularity (make a difference, be part of
something, safe choice)7. Demonstrate brand hygiene factors (trust, longevity,
efficiency)8. Provide call to action (with choices)9. Reinforce decision and show opportunity for greater
involvement10.Thank
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9 Steps to Integration
1. Get Senior Management support.
2. Integrate at different levels of management.
3. Use your Style Guidelines or Brand Book to maintain common visual standards.
4. Focus on a clear marketing communications strategy. Link core values into every communication.
5. Think supporters first.
6. Build relationships and brand values.
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Enthusiastic Emotional Uninvolved Rational
Imagery Vulnerability Demonstrated need
Messages
FairnessVulnerability
ChildrenFamily
Reaching potentialBetter future for all Australians
Strengthen communities
Trusted brandLong heritage
Efficient use of fundsDemonstrated outcomes
Demonstrate need Via imagery Via stats
ToneEmotive / personal language but not
confrontingIssue focused
Matter of factSolution focused
Type of person Idealistic socialistExtroverted / social / active
IndividualisticIntroverted / analytical
Ask Sponsorship – high involvementHigh value
Direct debit – set and forgetHigh value
RewardOngoing involvement with my child
I have helped a child reach their potential
I’m helping Australian families
Make it easy for meYou (TSF) are doing a good job
Ultimate goal Create a socialist utopiaGive people the skills and opportunity to take care of
themselves
In conjunction with Catalyst Research
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9 Steps to Integration
7. Develop a good marketing information system which defined who needs what information when.
8. Share artwork and other media across departments.
9. Learn from experience.
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What integration isn’t
Back to School 2009 integrated campaign comprising of direct mail, online, inserts, outdoor (bus backs and cross tracks), radio and press.• Banner ads performed 2.60% CTR; 2.59% CTC • 2.69 ROI
September 2009 used banners from BTS, ran solo with no supporting media• Banner ads performed 0.03% CTR; 0.30% CTC • 0.39 ROIX
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Case Study
Who: The Smith Family
What: Christmas Appeal
Time: 1 Nov – 30 Dec 2011
Target Audience: 30‐65 year olds, professionals, tertiary educated, medium‐high disposable income
Objectives: • Raise $4m (largest single donation driver)• Recruit 2500 new supporters• Increase brand awareness and consideration of within key
target audiences
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Case Study Supporter mailing
Partner inserts
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Case Study
TSF Xmas CampaignMobile donation page
Objectives: • Decrease bounce rate• Increase the # of donations made
Results:• Mobile visitors increased by 68%• Bounce rate decreased by 31%• …and mobile donations were up by 87%
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Case Study
TSF Xmas CampaignEmail trial
Objectives: • To increase support of our
Appeal with supporters
Results:Generic version = CTR 5.60%; CTC: 0.05%Christmas version = CTR: 9.83%; CTC: 0.27%
Generic versionSubject: “Help Aussie kids in need”
Xmas versionSubject: “Help Aussie kids in need this Christmas”
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Case Study
TSF Xmas CampaignWeb landing page trial
Objectives: • To increase click throughs
and conversions from our banner ads
Results:• Website homepage = 433
donations; avg gift $290• Splash page = 1732
donations; avg gift $178
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Case Study
TSF Xmas CampaignFacebook “Experience Disadvantage” application
Objectives: • To gain fans• To increase our ‘likes’ on Facebook• To increase engagement on our page
Results:• Increased fans by 16%• Increased likes by 158% • Increased engagement by 150%• Got picked up in B&T and AdNews
https://www.facebook.com/pages/The‐Smith‐Family‐Dev/250241348355214?sk=app_277474692289207
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Case Study
TSF Xmas CampaignLearning for Life Worker ads & audio
Objectives: • To combat the ‘welfare’
perception in VIC • To humanise our organisation
Results:• Donations are actually down 1%• But, internal support and use up
110%!
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Events integration with online
• Cultural change in Australia around ‘sponsorship’• Made event based fundraising easy for
participant • Dramatic event increases for charities with
events• Easy for charities with 3rd party sites• Allows for greater experience for participant and
donor
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• Personalised destination of funds/price points/text
• Integrates into content
•93% of all fundraising – online$480,000
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Mobile web page – 26% of participants used this over the desktop website
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Ongoing Communications
• Cheap• Easy• Rich engagement• Mobile friendly• We phoned all
participants
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Regular Giving Communications Pathway When Day 1 Day 2 Day 7 Day 14 Day 21 Day 28 Day 35 Day 42 Day 56 Day 70 Day 84 Day 90
What
Welcome e‐book, signed postcard
SMS and email
Video ‐ magic moment #1 E‐update
Video ‐ magic moment #2
Email with webinar/teleconference invite
Teleconference/Webinar
Personal survey invite
Donor care call/e‐update
Video ‐ magic moment #3
Advocacy piece
Advocacy piece ‐ reminder
How should I feel? Excited Inspired
Trusting. Knowing I supported the right cause, and org Empowered
Content that just a little bit each month matters in someones life
Blown away by CPA's record of getting results
Blown away by CPA's record of getting results
Part of a special group of Aussies
Secure, satisfied
I can see real progress already
An advocate for CP
An advocate for CP
Values PassionExperts, leaders
Credible, trustworthy
Advocates for CP and disability Responsible
Results conscious
Results conscious Inclusive Accountable Caring
Change agents
Change agents
Why
Ride the wave of excitement, convince partner done the right thing
CPA is the org that will create positive change
Reassuring that $$ are going to make a difference
Ensure excitement hasn't worn off
"Surprise and Delight" Reaffirming before month 1 payment
"This is what we've done, this is where we're going.."
"This is what we've done, this is where we're going.."
Because no‐one asks me for my feedback and we care
Ensure excitement hasn't worn off
Because stories are so important
It's about more than financial support
It's about more than financial support
Notes
Says thank you for joining a special group of people that’s changing lives
Either same case study all way through or 3 separate
Message from a therapist, parent and child*
Held monthly, featuring Rob White
Email and text invite
Downgrade those likely to cancel. Suggest calls done in‐house Easy, viral
Reminder and request to forward to someone else who cares
SMS highlights video sent
Custom built site w/video
Survey feedback, use responses
Every Australian Counts ‐ tbc
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• Easy – completely automated, we simply send a daily file
• Mobile – many younger people access emails via phone • Content Rich – every piece is a story, with video’s and
clearly showing how they the donor have made a difference
• Two‐way – Created for donors, we ask donors to share their views, join advocacy and take surveys
• Traverse channels ‐ as well as digital for older regular givers
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Outcome: 4% reduction in attrition in first three months to 19%
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Phone and mail
Tel conference to mail appeal to update on outcomes
Mailed to 4230358 responded To say no 43 attended.
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Mailed video to appeal donors
• Mailed as thank you to mail and phone appeals
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Speed‐thinking Activity
On your own 2 minutes Speed ‐ thinking: 1. How could you better integrate your next
campaign across multiple channels3. Write a different idea in each circle around a
central theme4. Then in groups of 2/3 take 1 minute each to tell
the others how you are going to better integrate your campaigns next time
5. Discuss in your groups the key barriers to implementation
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So, tell me again…the benefits of integration?
• Help target audience move through the various stages of your supporter lifecycle.
• Increase profits through increased effectiveness.
• A unified message has more impact than a disjointed myriad of messages.
• Research cites that images shared in advertising and direct mail improve both advertising awareness and mail shot responses.
• Boost outcomes by stretching messages across several communications for supporters to become aware, consider, and ultimately donate time, talent or money.
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Benefits of Integration
• Makes messages more consistent and therefore more credible.
• Consistent images and relevant, useful, messages help nurture long term relationships with supporters.
• Saves money as it eliminates duplication in areas such as graphics, photography, messaging.
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3
1
2
2
7
8
7
13
10
46
38
44
42
33
27
33
32
27
35
13
15
13
11
18
5
3
3
5
2
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Winter 2011
BTS 2011
Christmas 2010
Winter 2010
Winter 2009
Extremely likely
Very likely
Somewhat likely
Not very likely
Not at all likely
Never
Motivation to Donate Population sample
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Motivation to Donate The Smith Family Supporter sample
20
16
12
7
7
30
28
26
25
20
36
40
44
46
52
11
12
15
18
16
3
4
3
4
5
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Winter 2011
BTS 2011
Christmas 2010
Winter 2010
Winter 2009
Extremely likely
Very likely
Somewhat likely
Not very likely
Not at all likely
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Brand FitPopulation sample
8
8
9
6
5
23
20
25
23
22
34
33
34
34
28
16
18
18
17
26
3
4
3
2
5
16
17
11
18
14
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Winter 2011
BTS 2011
Christmas 2010
Winter 2010
Winter 2009
Excellent
Very Good
Good
Fair
Poor
Don't know what TSF does
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Brand FitThe Smith Family Supporter sample
35
29
21
16
18
41
40
42
37
39
17
22
26
29
29
5
6
9
14
11
1
2
1
4
2
1
1
1
1
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Winter 2011
BTS 2011
Christmas 2010
Winter 2010
Winter 2009
Excellent
Very Good
Good
Fair
Poor
Don't know what TSF does
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Thank you!
Any questions?
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