POWERED BY: THE CUTTING EDGE: Reaching Nonresponders, Neuro-marketing, and Embracing 21st Century Digital Tools to Maximize Engagement #NPPROTGC Bryan.

POWERED BY:

THE CUTTING EDGE: Reaching Nonresponders, Neuro-marketing, and

Embracing 21st Century Digital Tools to Maximize Engagement

#NPPROTGC

Bryan CooleyDirect Response Specialist Wounded Warrior Project

Sarah SmithManager of Direct

Response Television Humane Society of the

United States

Michael KellyDirector of Communications

Clean Water Action

Back to the Future:The Power of Direct Personal Contact in the Digital

Age

Michael Kelly, Director of communicationsClean Water Action

www.CleanWaterAction.org@CleanH2OAction, @MichaelEdKelly

[email protected]

Clean Water Action

• National organization, since 1972• Water • Energy• Environmental Health• Making Democracy Work• 1 million members concentrated in 20 states

The Past

• Door-to-Door Canvass– Member Recruitment/Organizing/Campaigns

• Telemarketing (in-house)– Member Cultivation/Renewal/Campaigns

• Cultivation Direct Mail: quarterly newsletter• Fundraising Direct Mail (in-house): 6-8 projects per year

(450,000 to 500,000 pieces)

The Present

• Door to door outreach• Phone follow-up • Cultivation Direct Mail• Fundraising Direct Mail• ++++++++++++++++++++++++++• Welcome Email: 1 to 2 weeks after joining• Issue Emails: 2 to 8 per month, updates and actions• Fundraising Emails: 1 to 2 per month• Social Media: Facebook, Twitter, Instagram

The Future• Door to door & street outreach with tablets/smartphones• Other tech-based outreach/outreach partnerships• Phone follow-up: within 3 months • Cultivation & Fundraising Direct Mail• Welcome Email: within 24 hours of joining• Issue Emails: 2 to 8 per month; surveys to segment list • Fundraising Emails: 1 to 2 per month• Social Media: Facebook, Twitter, Instagram• Text Message campaigns: issue and fundraising • Member Engagement: regular calls and in-person social

events

Our Strategy

• Blend high intensity direct personal touches with use of technology-based touches

• Inspire action: educate, mobilize, fundraise• Build greater affinity and engagement

– Personal interactions– Peer-to-peer/personal networks– Social interactions (fun factor)

• Millenials are people too (people with technology)• Opportunistic approach to new strategies and

partnerships

Partnerships – SurveyMonkey

227,857 people taking surveys to benefit Clean Water$300,000 raised

Partnerships –We-Care.com/Sweeps4aCause

Partnerships – WeCare.com/Sweeps4aCause

Connecting People to the Issues – For prizes

Sweeps4aCause