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Power of integration aug2012-ppt

Jul 01, 2015

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The Power of Integration webinar on The Salvation Army Canada's Dignity Project fundraising campaign
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Page 1: Power of integration aug2012-ppt

The  Power  of  Integra/on:  Cu3ng  Through  The  Clu5er  

Webinar  on  The  Salva/on  Army  Canada’s  Holiday  “Dignity”  Campaign  

Join  the  Conversa.on  on  Twi1er!!              #GrizIntegrate  

Page 2: Power of integration aug2012-ppt

Meet  Your  Webinar  Presenters  

Madlen  Satamian  Vice  President  and  Senior  Strategist,  Media    Grizzard  Communica/ons  Group  

 

 

 

Major  John  M.  Murray  Divisional  Secretary  for  Public  Rela/ons  and    Development,  The  Salva/on  Army  Canada,    

Ontario  Central  East  Division      2  

Page 3: Power of integration aug2012-ppt

 Grizzard  Communica/ons  Group  

 Partners  with  more  than  1,400  nonprofits  in  North  America  –  more  than  any  other  agency  Raised  $4  billion  for  nonprofits  since  1919  200+  associates  in  two  offices  and  na/onwide  Direct  mail  results/ROI,  digital  integra/on,  mul/-­‐channel  fundraising  programs  Results-­‐oriented,  client-­‐focused  agency  with  a  heart  for  igni/ng  donor  ac/on,  passion  and  loyalty    

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Join  The  Conversa/on    on  Twi5er!  

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#GrizIntegrate

Page 5: Power of integration aug2012-ppt

Challenges  

✗  Changing  demographic  trends  

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Challenges  

✗  Changing  demographic  trends  ✗  Cultural  and  social  changes  

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Challenges  

✗  Changing  demographic  trends  ✗  Cultural  and  social  changes  ✗  Technological  revolu/on  

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Challenges  

✗  Changing  demographic  trends  ✗  Cultural  and  social  changes  ✗  Technological  revolu/on  ✗  Media  channel  explosion  (clu5er)  

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Page 9: Power of integration aug2012-ppt

Challenges  

✗  Changing  demographic  trends  ✗  Cultural  and  social  changes  ✗  Technological  revolu/on  ✗  Media  channel  explosion  (clu5er)  ✗  Increased  compe//on  for  nonprofits    

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Strategy  For  Mul/-­‐Channel  Acquisi/on  

✔ Given  the  challenges,  single  channel  does  not  work  

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Strategy  For  Mul/-­‐Channel  Acquisi/on  

✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  

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Page 12: Power of integration aug2012-ppt

Strategy  For  Mul/-­‐Channel  Acquisi/on  

✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  

✔  Commitment  to  consistency

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Page 13: Power of integration aug2012-ppt

Strategy  For  Mul/-­‐Channel  Acquisi/on  

✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  

✔  Commitment  to  consistency ✔  Choose  the  right  media  

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Page 14: Power of integration aug2012-ppt

Strategy  For  Mul/-­‐Channel  Acquisi/on  

✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  

✔  Commitment  to  consistency ✔  Choose  the  right  media  

✔Choose  one  clear  and  compelling  message  across  a  variety  of  carefully  selected  op/ons  both  online  and  offline  

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Page 15: Power of integration aug2012-ppt

Strategy  For  Mul/-­‐Channel  Acquisi/on  

✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  

✔  Commitment  to  consistency ✔  Choose  the  right  media  

✔Choose  one  clear  and  compelling  message  across  a  variety  of  carefully  selected  op/ons  both  online  and  offline  

✔ Expand  your  reach  into  the  marketplace  

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Page 16: Power of integration aug2012-ppt

Strategy  For  Mul/-­‐Channel  Acquisi/on  

✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  

✔  Commitment  to  consistency ✔  Choose  the  right  media  

✔Choose  one  clear  and  compelling  message  across  a  variety  of  carefully  selected  op/ons  both  online  and  offline  

✔ Expand  your  reach  into  the  marketplace  

✔  Break  through  the  clu5er  with  mul/ple  impressions  16  

Page 17: Power of integration aug2012-ppt

Strategy  For  Mul/-­‐Channel  Acquisi/on  ✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  

✔  Commitment  to  consistency ✔  Choose  the  right  media  

✔Choose  one  clear  and  compelling  message  across  a  variety  of  carefully  selected  op/ons  both  online  and  offline  

✔ Expand  your  reach  into  the  marketplace  

✔  Break  through  the  clu5er  with  mul/ple  impressions  

✔  Advance  the  brand  and  build  trust  17  

Page 18: Power of integration aug2012-ppt

Strategy  For  Mul/-­‐Channel  Acquisi/on  ✔ Given  the  challenges,  single  channel  does  not  work  ✔  Reach  and  frequency  

✔  Commitment  to  consistency ✔  Choose  the  right  media  

✔Choose  one  clear  and  compelling  message  across  a  variety  of  carefully  selected  op/ons  both  online  and  offline  

✔ Expand  your  reach  into  the  marketplace  

✔  Break  through  the  clu5er  with  mul/ple  impressions  

✔ Advance  the  brand  and  build  trust  

✔  PR  and  Direct  Response  must  work  together  

 

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Poll:          

What  are  your  challenges  in  implemen/ng  a  mul/-­‐channel  

approach?      

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Page 20: Power of integration aug2012-ppt

Results  You  Will  See  

$  You  will  recruit  be5er  donors  

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Results  You  Will  See  

$  You  will  recruit  be5er  donors  $  You  will  acquire  more  new  donors  and  more  revenue  

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Page 22: Power of integration aug2012-ppt

Results  You  Will  See  

$  You  will  recruit  be5er  donors  $  You  will  acquire  more  new  donors  and  more  revenue  

$  You  will  energize  the  exis/ng  donor  base  for  greater  giving  

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Page 23: Power of integration aug2012-ppt

Impact  ì  Acquisition  

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Impact  ì  Acquisition

ì  Donor mailings  

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Page 25: Power of integration aug2012-ppt

Impact  ì  Acquisition

ì  Donor mailings

ì  Lapsed donor re-activation  

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Page 26: Power of integration aug2012-ppt

Impact  ì  Acquisition

ì  Donor mailings

ì  Lapsed donor re-activation

ì  Internet donations  

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Page 27: Power of integration aug2012-ppt

Impact  ì  Acquisition

ì  Donor mailings

ì  Lapsed donor re-activation

ì  Internet donations

ì  In-bound call center  

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Page 28: Power of integration aug2012-ppt

Impact  ì  Acquisition

ì  Donor mailings

ì  Lapsed donor re-activation

ì  Internet donations

ì  In-bound call center

ì  White mail  

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Page 29: Power of integration aug2012-ppt

Impact  ì  Acquisition

ì  Donor mailings

ì  Lapsed donor re-activation

ì  Internet donations

ì  In-bound call center

ì  White mail

ì  Internal programs such as planned giving and major gifts  

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Page 30: Power of integration aug2012-ppt

Impact  ì  Acquisition

ì  Donor mailings

ì  Lapsed donor re-activation

ì  Internet donations

ì  In-bound call center

ì  White mail

ì  Internal programs such as planned giving and major gifts

ì Increased awareness of the brand in the community  

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Page 31: Power of integration aug2012-ppt

Poll:          

Are  you  seeing  direct  mail  results    down,  with  results  from  online  

and  other  channels  up?  

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Dignity  Campaign  Case  Study    

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Page 33: Power of integration aug2012-ppt

The  Market:  Greater  Toronto  Area  

ì  Popula/on  is  about  6  Million  ì  Most  diverse  ethnic  market  ì  More  than  100  languages  are  spoken  in  Toronto  alone  ì  Many  privacy  laws  making  direct  mail  acquisi/on  challenging    

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Page 34: Power of integration aug2012-ppt

The  Integrated  Media  Plan  

¤  Direct  mail  

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Page 35: Power of integration aug2012-ppt

The  Integrated  Media  Plan  

¤  Direct  mail  ¤  Space  ads  in  Toronto  Star  

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Page 36: Power of integration aug2012-ppt

The  Integrated  Media  Plan  

¤  Direct  mail  ¤  Space  ads  in  Toronto  Star  ¤  Toronto  Star-­‐Giq  Giving  Guide  

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Page 37: Power of integration aug2012-ppt

The  Integrated  Media  Plan  

¤  Direct  mail  ¤  Space  ads  in  Toronto  Star  ¤  Toronto  Star-­‐Giq  Giving  Guide  ¤  Banner  ads  on  thestar.com  

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Page 38: Power of integration aug2012-ppt

The  Integrated  Media  Plan  

¤  Direct  mail  ¤  Space  ads  in  Toronto  Star  ¤  Toronto  Star-­‐Giq  Giving  Guide  ¤  Banner  ads  on  thestar.com  ¤  Out  of  home  

}  Bus  shelters  

}  Digital  billboards  

}  Rail-­‐interior  posters  

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Page 39: Power of integration aug2012-ppt

Dignity  Campaign  Crea/ve    

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Page 40: Power of integration aug2012-ppt
Page 41: Power of integration aug2012-ppt

 2011  Integrated  Art  –  Bus  Shelters  

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Page 42: Power of integration aug2012-ppt

 2011  Integrated  Art  –  Digital  Superboard  (Outdoors)  

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Page 43: Power of integration aug2012-ppt

 2011  Integrated  Art  –  Digital  Superboard  (Live)  

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Page 44: Power of integration aug2012-ppt

 2011  Integrated  Art  –  Space  Ads  

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Page 45: Power of integration aug2012-ppt

 2011  Integrated  Art  –  Bus  Shelters  (Live)  

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Page 46: Power of integration aug2012-ppt

 2011  Integrated  Art  –  Movie  Screen  (30  seconds)  

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Page 47: Power of integration aug2012-ppt

2011  Integrated  Art  –  Homepage  Takeover  

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Page 48: Power of integration aug2012-ppt

TheStar.com  Crea/ve  

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Voken  to  Big  Box    

Big  Box  (300x250)  Featured  Adver9ser  (135x98)  

Page 49: Power of integration aug2012-ppt

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Wallpaper  (1280x600)  

Leaderboard  (728x90)  

SuperbuFon  (237x90)  

TheStar.com  Crea/ve  

Page 50: Power of integration aug2012-ppt

Dignity  Campaign  Results    

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Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in  

 the  integrated  campaign  

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Page 52: Power of integration aug2012-ppt

Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in  

 the  integrated  campaign  

★  32%  increase  in  new  donor  revenue  

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Page 53: Power of integration aug2012-ppt

Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in  

 the  integrated  campaign  

★  32%  increase  in  new  donor  revenue  

★  16%  increase  in  new  donor  revenue  across  all    par/cipa/ng  markets  

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Page 54: Power of integration aug2012-ppt

Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in  

 the  integrated  campaign  

★  32%  increase  in  new  donor  revenue  

★  16%  increase  in  new  donor  revenue  across  all    par/cipa/ng  markets  

★  27%  increase  in  web  traffic  

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Page 55: Power of integration aug2012-ppt

Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in  

 the  integrated  campaign  

★  32%  increase  in  new  donor  revenue  

★  16%  increase  in  new  donor  revenue  across  all    par/cipa/ng  markets  

★  27%  increase  in  web  traffic  

★  15%  increase  in  online  dona/ons  

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Page 56: Power of integration aug2012-ppt

Results  ★  Calgary  and  Vancouver  par/cipated  for  the  first  /me  in  

 the  integrated  campaign  

★  32%  increase  in  new  donor  revenue  

★  16%  increase  in  new  donor  revenue  across  all    par/cipa/ng  markets  

★  27%  increase  in  web  traffic  

★  15%  increase  in  online  dona/ons  

★  8%  increase  in  new  donors  acquired  

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Integrated  Strategy    Analysis  and  Recommenda/ons  

Do not review results in a vacuum

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Integrated  Strategy    Analysis  and  Recommenda/ons  

Do not review results in a vacuum Donors/income from all sources must be counted

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Integrated  Strategy    Analysis  and  Recommenda/ons  

Do not review results in a vacuum Donors/income from all sources must be counted Set up expectations and the right parameters to measure during planning

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Integrated  Strategy    Analysis  and  Recommenda/ons  

Do not review results in a vacuum Donors/income from all sources must be counted Set up expectations and the right parameters to measure during planning  Data  must  be  collected  from  all  sources  and  the  campaign  must  be  reviewed  as  a  whole  

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Contact:      Madlen  Satamian  VP  and  Senior  Strategist,  Media  (800)  325-­‐4892    [email protected]    

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