AppForum Presentation: Not-for-Profit Campaign Implementation

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Not-for-Profit Campaign Implementation

J o s e p h M a n o sE x e c u ti v e V i c e P r e s i d e n tM i n d F i r e I n c

Presentation Overview

Preparing for a successful implementation of the integrated, multi-channel marketing campaign D e fi n i ti o n o f d e l i v e r e d s e r v i c e s P r i c i n g m e t h o d o l o g i e s C a m p a i g n b r i e f p l a n n i n g t o o l

Services Deliverables Campaign Planning & Architecture Design & Set-up of the Campaign Three actual campaign implementation examples Q & A

This vendor-led session will provide a demonstration example of how to actually implement an integrated, multi-channel, relevant marketing campaign using MindFire. The objective is to provide an understandable example of how to implement the concepts presented in the earlier sessions to demonstrate how they can be implemented for Not-for-Profit campaigns

Service defi niti on

Provide a solution to help the development officer achieve improved results across all donor categories

• Annual campaign planning including analysis• Creative development• Campaign execution including production• Call training

Best practice is to bundle the services together as one price ranging from $50 - $150K. The programs could also be sold separately. raise money from alumni

Soluti on for Success – how our customers make it work!

Price the campaign so clients pay an annual fee vs. having separate line items for each service

P r o v i d i n g e a c h l i n e i t e m c a n g e t c o n f u s i n g f o r t h e c l i e n t a n d m a ke s g e n e r a ti n g a h i g h p r o fi t m a r g i n m o r e d i ffi c u l t

M a n y c a m p a i g n s t a ke 1 - 2 p h a s e s t o b e g i n b u i l d i n g m o m e n t u m

N o t g e tti n g a n n u a l b u y - i n g i v e s t h e c l i e n t t h e o p p o r t u n i t y t o d r o p t h e c a m p a i g n b e f o r e a n y m o m e n t u m i s c r e a t e d

Soluti on for Success – how to make it work!

Soluti on for Success – how our customers make it work!

Campaign Brief Overview This document is a planning

document

It enables you to gather all of the critical elements for the project

It identifies what the customer needs to provide you to get started and when you need it

Preparing for Campaign Success

This is an example of a basic campaign brief. For more complex

programs, the list of required planning data increases!

Test, Test, Review, Test Again

Test all parts of Program What to test

E v e r y t h i n g ! Tr i g g e r s L i n k s P a y m e n t A p p s S o c i a l s h a r e

Review with customer prior to launch

Revise, Test, Review, Launch

Services deliverables

Solicitation Planning

• Solicitation calendar

• Solicitation architecture

• Segmentation strategy

• Analysis of past results

Creative Development

• DM and email design

• Landing pages• Strategic

content assets – videos and other relevant content

Campaign Execution

• Programming all of the components

• Production of DM and Email

• Solicitation analysis

Call Training & Follow-up

• Call prioritization

• Stories/call scripts

• Role playing/ Zenarate

Best practices: Campaign planning

Strategic focus is on retaining current donors and trying to identify and develop target list of new donors

Analysis of giving behaviors of donors at the beginning of each fiscal year to identify giving trends

W h e n a r e t h e y g i v i n g ? H o w a r e t h e y g i v i n g ? D i d t h e y g i v e b e f o r e a n d s t o p ?

Create deeper segmentation and drive relevant communication across all touches

• I n t e g r a t e t h o r o u g h s t e w a r d s h i p p r o c e s s s o t h a t d o n o r s a r e c o n s i s t e n t l y b e i n g u p d a t e d w i t h t h i n g s h a p p e n i n g a t t h e i n s ti t u ti o n b e c a u s e o f t h e i r g i ft

Best practices: Campaign Architecture

Database

Outbound channels

• Messaging must be consistent in all outbound channels and integrated into a seamless campaign

• Direct mail continues to be largest driver of response• Relevant direct mail and e-mail can’t replace ALL efforts (phonathon, personal

solicitations, etc.). Relevant tactics should complement other efforts

Best practi ces: Campaign Architecture

What types of print pieces are we sending to each segment? Ev e r y o n e o r j u s t LY B U N Ts & S Y B U N Ts ? I s E n d o f y e a r r e c e i p t s ( E O F Y ) a n i m p o r t a n t p a r t o f

y o u r c a m p a i g n ?

What is your email strategy? H o w o ft e n d o w e s e n d t h e m ? W h o r e c e i v e s t h e m ? H o w a r e t h e y ti e d i n t o t h e r e s t o f t h e s o l i c i t a ti o n

c a l e n d a r ? A r e w e s e n d i n g s o m e e m a i l s w i t h o u t a h a r d a s k f o r a

g i ft ?

Contact information

Variable ask amount

Donor Status

Major Athletics

Best practices : Creative development

Variable video or image

Variable copyContinuous countdown

Social Media link

Best practi ces: Creati ve development

Personalized microsites to allow better tracking and ease of donation

Best practices: Call training

Have they defined the key stories they need to use to make phone calls?

Are the callers practicing the stories so that they gain confidence and can handle all the objections

Use engagement and donor history to prioritize phonathon calling schedule to maximize ROI

Not-for Profit Campaign Creation

Semi-Complex Campaign Example

Raising the Bar on Donations

Annual Appeal Campaign

Overview: M o r r i s H a b i t a t f o r H u m a n i t y A n n u a l a p p e a l c a m p a i g n u s i n g t r a d i ti o n a l d i r e c t m a i l S t a n d a r d P a c k a g e :

# 1 0 o u t g o i n g e n v e l o p e G i ft C a r d B r o c h u r e R e s p o n s e e n v e l o p e

F o r t h e i r 2 5 t h A n n i v e r s a r y A p p e a l P r o g ra m t h e y d e c i d e d t o l e v e r a g e a n i n t e r a c ti v e , m u l ti - t o u c h , p e r s o n a l i ze d c a m p a i g n t o m a x i m i ze t h e i r e ff o r t s a n d i n c r e a s e t h e i r o v e r a l l r e t u r n o n i n v e s t m e n t

Goal: 25% Increase in Donations!

Objectives: M H F H w a n t e d t o r a i s e t h e b a r i n a b i g w a y G o a l : 2 5 % i n c r e a s e i n d o n o r s a n d a v e r a g e g i ft a m o u n t R a i s e $ 1 0 0 , 0 0 0 L e v e r a g e C h a l l e n g e G r a n t o f $ 2 5 , 0 0 0 ( r e a c h $ 1 0 0 , 0 0 0 )

Target List: I n - h o u s e l i s t o f 1 2 , 5 2 8 S e g m e n t e d i n t h r e e g r o u p s :

D o n a t e d o v e r a c e r t a i n l e v e l P r e v i o u s g e n e r a l d o n o r s S o l i c i t e d – n o d o n a ti o n m a d e

Messaging Strategy for three groups

Strategy: E a c h g r o u p a p p r o a c h e d w i t h m i x o f m e d i a M i x o f Tr a d i ti o n a l a n d M u l ti - To u c h Te c h n i q u e s Te s t a n d e v a l u a t e t h e e ff e c ti v e n e s s o f e a c h m e t h o d D e m o n s t r a t e m e a s u r e a b l e r e s u l t s

Joe’s Coaching TipT h i s i s a g r e a t a p p r o a c h t o r e d u c e t h e r e s i s t a n c e o f y o u r c u s t o m e r t o n e w a p p r o a c h e s . B y c r e a ti n g a d y n a m i c p r o g r a m t h a t u s e s t h e b e s t p e r f o r m i n g e l e m e n t s o f p a s t p r o g r a m s , a s w e l l a s , n e w i n n o v a ti v e a p p r o a c h e s , y o u a c h i e v e t h e b e s t o f b o t h w o r l d s ! I t m a ke s i t e a s i e r t o g e t t o a Y E S , l e t ’s d o i t !

Creative Strategy

Building Hope…Changing Lives. Yesterday…Today…Tomorrow.

M e s s a g i n g t o t a r g e t a u d i e n c e v a r i e d b y g r o u p T h e m e a n d o v e r a l l l o o k r e m a i n e d t h e s a m e f o r a l l E a c h v e r s i o n :

E x p l a i n e d t h e g o a l s N o t e d p r e v i o u s d o n a ti o n a m o u n t s E n c o u r a g e d d o n o r s t o i n c r e a s e b y 2 5 %

E m o ti o n a l i n c e n ti v e – t o l d o f t h e $ 2 5 , 0 0 0 c h a l l e n g e g r a n t

The Offer

Two Offers: To p l e v e l d o n o r s w e r e o ff e r e d a l i fe ti m e d i s c o u n t

a t t h e R e S t o r e R e c e i v e a c a r d f o r u s e

T h e r e s t o f t h e g r o u p 2 5 % d i s c o u n t c o u p o n a t R e S t o r e D o w n l o a d a b l e a ft e r c o m p l e ti n g a s u r v e y o n l i n e

Results

Well designed program delivers desired results! S e g m e n ti n g t h e d a t a b a s e a l l o w e d f o r s i m p l e ,

c o n s i s t e n t , y e t h i g h l y e ff e c ti v e m e s s a g i n g t o e a c h g r o u p

O v e r a l l d o n a ti o n s i n c r e a s e d 8 4 % T h e a v e r a g e g i ft i n c r e a s e d 7 0 % To t a l n u m b e r o f d o n o r s i n c r e a s e d 2 8 % R e v e n u e g o a l w a s a c h i e v e d C l e a r l y t h e c r o s s m e d i a a p p r o a c h h a d a m a j o r i m p a c t

v e r s u s s i m p l y r e c e i v i n g a l e tt e r i n t h e m a i l We h a v e v i e w e d s i m i l a r i m p r o v e d p r o g r a m r e s u l t s

a c r o s s o u r e n ti r e c u s t o m e r b a s e

Not-for Profit Campaign Creation

Complex Campaign Example

Level 1 L e v e l 2

L e v e l 3 L e v e l 4

L e v e l 5

Level 1 L e v e l 2

L e v e l 3 L e v e l 4

L e v e l 5

Target Lists

Channels

Triggers

Microsites

Payment app

Checkout page

Personalization

Summary Not-for-Profits are searching for the “secret sauce” for Big Results

Integrated, personalized, multi-channel marketing programs are delivering significantly higher results versus Traditional Programs

Groups and associations will partner with innovative service providers

With the right partner, these programs don’t take an army to build for your customers

Find a partner that can help you achieve success!

Questions?

Thank You!For more information or help…

Joseph ManosExecutive Vice President

MindFireInc

[email protected]

Mobile 916-284-8112

R e p l a c e w i t h a d d i ti o n a l c o p y

TWEET YOUR FEEDBACK: #APPFORUM15

www.app fo rum.o rg

May 11-13Harrah’sLas Vegas