DM 201- Avalon Consulting + Donor Services Group - Multi-Channel Marketing

Presented by:

Allison Porter

Colin Bickley

Barb Perell

*Multi-Channel Marketing – What is it really and how to integrate with success

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*Speaker Introductions: Allison Porter

PresidentAvalon Consulting Group

Colin BickleyDirector of Business

DevelopmentDonor Services Group

Barb PerellVice President, Online Services

Avalon Consulting Group

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DM/TM/

Site/Web

DM/TM/Site

DM/Site DM/TM DM/Web/Site

DM/TM/Web

DM/Web DM Only$0

$20$40$60$80

$100$120

72%74%76%78%80%82%

Income/Member Average Gift Retention

*Why is multi-channel important?

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*Ask for email on direct mail reply device

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*Include URL on direct mail reply device

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*Send an email follow up as a phone pledge fulfillment reminder

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*Sample schedule of phone to email to mail:

Immediately after the call, an email that contains a clickable hyperlink leading to a landing page specific to the telephone campaign is sent out.

Reminder email sent to donor 3 days later.

Reminder email sent to donor 7 days after initial call if still no fulfillment.

If still no online fulfillment, donor moves into the mail fulfillment track

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*Test DM/TM/EM sequence and frequency

*Use to help determine the right mix of communications for your audience.

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*Follow up/reference direct mail with email

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*Include activists in telefundraising acquisition

New demographics, new audiences, new donors…

From online to telephone

acquisition

From in-person to telephone

acquisition

Canvass petitions, radio petitions..

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*Conduct sustainer invitation to online petition site activists

1xGift Sustainer Avg. Sust. Gift

6.44% 2.99% (all CC)  $11.35

AUDIENCE: After 1-5 online Care2 environmental petitions, they are rolled into a Sustainer calling program and segmented according to number of petitions the prospect signed

Sustainer Acquisition Program for National Environmental Nonprofit:

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*Bridge program• Provide a balanced mix of direct mail

and online campaigns for mid-level donors.

• Incorporate both direct mail and email asks(which return a higher average gift – 19% for NPCA).

• In addition to renewal and appeal asks, newsletter, report, and cultivation direct mail campaigns are very effective, making up 22% of the program’s entire net income.

• Upgrade invitations to this level are also conducted through the mail, phone and email.

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*Insert press release or email in direct mail

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*Include a .pdf mail-in form link in email

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*Long-term value of calling online petition with Sustainer Invite*Break-even after 1st year

*Sustainer stream ensures longer retention of newly acquired donors

*Sustaining donors are oftentimes a solid source of planned gifts

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*Thank You Cultivation

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*Promote social sharing after online donation or action

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*Send text messages coordinated with email

*send text message with email, advocacy

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*Call canvass-acquired donors

*Recently acquired canvass donors (30-60 days) should be tested in your Sustainer Invite calling program to increase retention

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*Test sustainer invites beyond the phone

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*Send email and serve up Facebook ads or Promoted Posts

*Also leverage custom audiences – upload email list to find lookalikes and target with Facebook ads

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*Upgrade and Recapture DRTV Sustainers via telephone

*25-30% upgrade of Sustainers at $5-$7 monthly increase

*20-25% recapture of lapsed Sustainers

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*Coordinate on-site marketing efforts*Train on-site staff to promote membership

and collect email addresses; use incentives as needed.

*Conduct on-site “Membership Month” campaign in conjunction with efforts in other channels (i.e. online, phone, DM buckslips).

* Display membership brochures in all areas that visitors frequent – refreshment areas, ticket windows, restrooms, elevators, parking garages.

*Offer on-site discounts specifically for members.

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*Cross post to YouTube and use advocacy overlays to drive actions

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*Pull data for multiple channels at the same time

*Gives an overview of all communications for each segment of your data

*Saves time and costs

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*Include all gifts in direct mail list performance & TM analysis

*look at DM list performance with online gifts:

*Matchback analysis – 3% of offline donors renewed online, 32% of online donors renewed offline (2011 donorCentrics Internet and Multichannel Giving Benchmarking Report)

*“No gift” during phone call =

10X more likely to give at next point of contact (whether it be mail or another call)

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*Cross post to Pinterest

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*Cross post to Instagram to promote events and campaigns

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*CASE STUDY: Year-End Rapid Response – Farm Sanctuary

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*CASE STUDY: High Museum Multi-Channel Exhibition Campaign  

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*THANK YOU! 

Allison PorterPresident

2030 M Street, NW Washington, DC 20036

202-429-6080www.avalonconsulting.net

[email protected]

Barb PerellVP, Online Services

2030 M Street, NW Washington, DC 20036

202-429-6080www.avalonconsulting.net

[email protected]

Colin BickleyDirector of Business

Development

6715 Sunset BlvdLos Angeles, CA 90028

http://www.donorservicesgroup.com

[email protected]

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