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Convio summit multichannel campaigns
- 1. t Multichannel Campaigns: The Next Generation Presented by: Adam Rosenscruggs, Human Rights Campaign Jeff Regen, M+R Strategic Services
- 2. Human Rights Campaign Multichannel Overview & Onboarding
- 3. The next generation? © 2011 Convio, Inc. 3
- 4. © 2011 Convio, Inc. 4
- 5. What was the last generation? • Telemarketing online constituents • Sending direct mail to TM donors • Sending email to direct mail-acquired donors • Disconnected, channel-agnostic marketing © 2011 Convio, Inc. 5
- 6. That Stuff All Works! • Higher Retention • Better Response Rate • Higher Lifetime Value But we can do better! © 2011 Convio, Inc. 6
- 7. Connected Campaigns – Better Results On-boarding process: • Data Collection • Immediate opportunity for interaction • Acclimate constituents to our messaging © 2011 Convio, Inc. 7
- 8. Get More Data • Use data gleaned via one channel to better market constituents via others © 2011 Convio, Inc. 8
- 9. Use Your Data Campaign Package Approach Response September 2010 Targeted 0.61% DM Acquisition Traditional 0.44% February 2011 Targeted 0.68% DM Acquisition Traditional 0.38% © 2011 Convio, Inc. 9
- 10. Immediate Opportunities for Interaction • Strike while you know you are relevant to the constituent 20.00% 15.00% 10.00% 5.00% 0.00% First 120 Days Beyond Pledge Rate © 2011 Convio, Inc. 10
- 11. The Challenge • Convert newly-collected online and offline non-donor names to donors • Immediately convert low-value one-time donors (canvass, pride) into high-LTV sustainers • Opportunities for all channels, collaboration between teams © 2011 Convio, Inc. 11
- 12. Putting it Together - Onboarding Plan Campaign Date Channel Ask Survey and soft Join Week Email sustainer ask Action and soft 1 Week Out Email sustainer ask 1.5 Weeks Out Email Sustainer ask Sustainer ask, One- 2 Weeks Out Telemarketing time ask 5-8 Weeks Out Direct Mail One-time ask © 2011 Convio, Inc. 12
- 13. Onboarding Segments • Separate messaging for different types of constituents – Canvass Donors – New Monthly Sustainers – Non-Donor Activists – ―Hot Issue‖ (e.g. Pride, NY Marriage) © 2011 Convio, Inc. 13
- 14. Email #1 – Messaging • Survey email • Tweaked survey questions for each segment – Engagement questions: why support/join HRC, issue importance – ―Make suggestions‖ free-form reply – Date of birth – Opportunity to join the text messaging list © 2011 Convio, Inc. 14
- 15. Email #1 – Landing Page • Post-survey landing page is a donation form • Tweaked copy for each segment – Sustainers: Thank you page with online store discount coupon code – Everyone else: Ask to join as a sustainer, offer back-end premium (tote bag) © 2011 Convio, Inc. 15
- 16. Email #2 – Messaging • One week after email #1 • Action alert on a popular topic (DOMA) • Action targets the constituent’s congressional representatives. © 2011 Convio, Inc. 16
- 17. Email #2 – Landing Page • Post-action landing page – Current sustainers: thank you page with Facebook and Twitter links, list of HRC’s recent accomplishments – Everyone else: sustainer ask with back- end premium (tote bag) © 2011 Convio, Inc. 17
- 18. Email #3 – Messaging • 3 days after email 2 • Direct sustainer ask • Back-end premium (tote bag) – Strong deadline language: midnight tomorrow • Thematically linked to prior emails with focus on DOMA and NY Marriage © 2011 Convio, Inc. 18
- 19. Telemarketing Campaign • Scripts written in collaboration with online team and DM team, thematically linked to emails • Two options – One-time asks – Sustainer asks © 2011 Convio, Inc. 19
- 20. Telemarketing Campaign – Use Your Data! • Behavioral Data: – Did they provide an email address? – Did they provide other information? • Data from appends: – Age – CC Activity – Donor to non-profits © 2011 Convio, Inc. 20
- 21. Telemarketing Campaign – Use Your Data Donors Sustainer One-Time Total Pledge Segment Rate Rate Rate Provided Email 11.5% 15.4% 26.9% No Email 7.1% 17.0% 24.1% Non-Donors Sustainer One-Time Total Pledge Segment Rate Rate Rate Provided Email 5.2% 13.4% 18.6% No Email 3.8% 10.8% 14.6% © 2011 Convio, Inc. 21
- 22. Telemarketing Campaign – Some Results 1x Sustainer Total Pledge Segment Pledge Rate Rate Pride Donors 14.7% 9.2% 23.9% Pride Non-Donors 12.4% 4.5% 16.9% NY Marriage Non- 9.7% 1.6% 11.3% Donors All Segments 13.7% 7.4% 21.1% © 2011 Convio, Inc. 22
- 23. Close The Loop – Email Follow- up • Donors who pledge get an email within 72 hours – Thank you for taking our call – URL for immediate online fulfillment • Donors who refuse also get an email – Thank you for taking our call – If you changed your mind, click here! © 2011 Convio, Inc. 23
- 24. Direct Mail Campaign • Copy builds on the email copy and telemarketing scripts • One-time gift ask No results just yet © 2011 Convio, Inc. 24
- 25. Social Media • All campaigns have a social media component with dedicated donate URLs • Recent online match campaign: social media links generated 1.8% of campaign revenue • Recent membership drive: social media links generated 1% of campaign revenue. © 2011 Convio, Inc. 25
- 26. Text Messaging • Split test: half received only an email, half received email and text. • Little/no direct revenue from the text, but… • 25% higher response for the group that got the text. © 2011 Convio, Inc. 26
- 28. Making multichannel work • Integrated campaigns Multichannel onboarding stream Acquisition, renewals, appeals, etc. • Leverage your online and offline data Targeting activists for telemarketing Which mail to send to online donors Timely upgrades Etc.
- 29. Multichannel: Integrated campaigns 1. Planned issue campaigns 2. Unplanned ―hot issue‖ campaigns 3. Membership- oriented campaigns
- 30. Oceana: Background • Protect world’s oceans and their wildlife • 500k email list • Under 10k donors – Only ~1k offline donors © 2011 Convio, Inc. 30
- 31. Gulf Oil Spill anniversary campaign • Online: – 1 advocacy email (to donation page) – 4 donation emails – 1 sustainer email • Donor and non-donor versions – Homepage, social media, mobile • TM sustainer – Mail, email chasers • DM one-time
- 32. Campaign results • Online (500k email list): – $33k in one-time – $19k in sustainer (assume 24 gifts) • TM (2700 calls): – $3k in one-time – $24k in sustainer (assume 24 gifts) – 20%+ of gifts from mail/email follow-up • DM (10k recipients) – $5k in one-time • Campaign added 84 sustainers (~60% file growth)
- 33. Email results Est. One- Total One-time Monthly Monthly Lifetime Oceana Oil Spill Campaign 2011 time Projected Revenue Gifts Revenue Monthly Gifts Revenue Revs (24) April eNews 17 $650 3 $130 $3,120 $3,770 Oil Spill sustainer appeal (4/25) 22 $1,627 9 $329 $7,896 $9,523 Oil Spill appeal #4 (4/20) 202 $8,622 3 $55 $1,320 $9,942 Oil Spill appeal #3 (4/19) 155 $7,158 1 $5 $120 $7,278 Oil Spill appeal #2 (4/17) 114 $5,203 5 $97 $2,328 $7,531 Oil Spill appeal #1 (4/14) 172 $7,503 3 $45 $1,080 $8,583 Oil Spill advocacy alert (4/5) 39 $2,523 5 $140 $3,360 $5,883 Email Total 721 $33,286 29 $801 $19,224 $52,510 Deadlines work Sustainers * Every email (even advocacy) can generate sustainers * Dedicated sustainer is near best (non-campaign donor version >50% of revenue) © 2011 Convio, Inc. 33
- 34. Converting would-be donors to sustainers Did this…. …next campaign, also doing this… © 2011 Convio, Inc. 34
- 35. Picking up homepage donations • $2,205 from lightbox – last few days of campaign • $7,548 from large homepage graphic, other web • ~20% of campaign revenue © 2011 Convio, Inc. 35
- 36. Social media and mobile FB: $215 (9 gifts) from only two fundraising posts more next time Also, donate your FB status to raise awareness, pressure Text: $130 (13 gifts) from one text OCEANA: 1 yr after BP & we're still fighting. Will you join us? Reply with YES to confirm your $10 donation. Reply Help for help. Msg & Data Rates May Apply. Primary value in enhancing other channels + education / engagement © 2011 Convio, Inc. 36
- 37. Enough of this online stuff! So what are the best segments for mail and telemarketing?! © 2011 Convio, Inc. 37
- 38. 12.79% 4.74% 3.97% What do you see in your campaigns?
- 39. Close the loop – Email follow-up to TM call • CC donors: – Thank you • Pledgers and hedgers: – Thank you for taking our call – URL for online fulfillment • Refusals: – Thank you for taking our call – If you changed your mind, click here! 39 © 2011 Convio, Inc.
- 40. 12.79% 4.74% 3.97%
- 42. Can additional data, careful segmentation and targeted messaging enhance results? © 2011 Convio, Inc. 42
- 43. TM Total Response Rate by Donor Status and Age 25.00% 22.22% 20.00% 15.00% 12.00% 10.00% 5.00% 1.46% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% Online Donor Non-donor Under 49 years Ages 49- 60 Ages 61- 70 Over 71 years © 2011 Convio, Inc. 43
- 44. DM Total Response Rate by Donor Status and Age 2.00% 1.89% 1.80% 1.60% 1.40% 1.20% 1.16% 1.00% 0.80% 0.68% 0.63% 0.60% 0.55% 0.45% 0.37% 0.40% 0.32% 0.20% 0.00% Online Donor Non-donor Under 49 years Ages 49- 60 Ages 61- 70 Over 71 years © 2011 Convio, Inc. 44
- 46. TM Response Rate by Presence DM Response Rate by Presence of Charity History of Charity History 40.00% 1.00% 0.90% 35.00% 0.80% 30.00% 0.70% 25.00% 0.60% 20.00% 0.50% 0.40% 15.00% 0.30% 10.00% 0.20% 5.00% 0.10% 0.00% 0.00% Online Donor Non-donor Online Donor Non-donor Charity history appended History unknown Charity history appended History unknown © 2011 Convio, Inc. 46
- 47. 463 Recipients 2,352 Recipients 463 Recipients 1,533 Recipients 7,258 Recipients
- 48. TM Total Response Rate for DM One-Time Response Rate for Donation Clickers Donation Clickers 12.00% 1.40% 10.00% 1.20% 1.00% 8.00% 0.80% 6.00% 0.60% 4.00% 0.40% 2.00% 0.20% 0.00% 0.00% Donation Email Other Non-donors Donation Email Clickers Other Non-donors Clickers TM One-Time Response Rate TM Sustainer Response Rate © 2011 Convio, Inc. 48
- 49. Other strong performing groups • Recent donors (no surprise!) • New e-subscribers (though tiny sample size) – Especially with overlay of recent action What variables and segments have you found work best? © 2011 Convio, Inc. 49
- 50. Email and Mobile Collection: Mail Pieces • Promote online donation (to under 65) • Discounts • Test ―2 options for payment‖ • Drive people online (survey) • Bold url in prominent location; add mobile line for under 55 • Url line on mail-in petitions
- 51. Email and Mobile Collection • Target offline lists prone to providing their email • Online donors, donors with email via list exchanges or models • Collect emails and mobile numbers through TM calls • Discount of free item + follow-up thank you • Separate follow-up emails and text messages for credit card donors; pledgers; hedgers; refusals
- 52. Your thoughts? We’d like to hear them… Adam Scruggs Human Rights Campaign Adam.Scruggs@hrc.org (202) 572-8939 Jeff Regen M+R Strategic Services jregen@mrss.com (202) 478-6140 © 2011 Convio, Inc. 52
Notas del editor
- If we’re going to talk about the next generation, we need to know what the prior generation was.
- Back to the future reference to facilitate discussion on what everyone knows multichannel fundraising to be
- How many people out there do these things?
- Congratulations, that is all great stuff and a good start. It’s time to take things to the next level with integrated campaigns with unified goals
- Emphasize that this is a true series – we look at the successes/failures of each individual component in order to inform future iterations of the series and to enhance performance of the efforts that come later, but the series is judged by the LTV of the “class” of people that move through it, not by the results of any single piece of the campaign. That’s the essence of the next generation.
- The next several slides describe the baby steps we took that led us to the series we are now using. Describe the test we did to set up the results on the next slide. Also mention that we are testing petitions and surveys as data collection devices in the mail.
- Results from making use of the data. No results more recent than Feb 2011 because the targeted messaging was crushing the control and now all of our messaging is targeted. Possibly insert information about LGB/Straight/No Response here if there is time.
- 17% response to TM when contacted 120 days or less from their first interaction. 13% for recruits with interaction dates farther in the past. TM campaign completed in December 2010. Try to get more recent results to substitute. Emphasize the importance of recency.
- Describe the goals we set out to achieve when we decided to move to a more unified, organized approach with Jeff/M+R.
- The plan we worked out with Jeff. May need to change the ask stuff for Direct Mail. Describe the “flow” of both asks and information from top to bottom so that at the end we have a very full data picture and a pile of money set to come our way in terms of LTV.
- Connect this back to the information about sexual orientation before and describe some of the subtleties about why these audiences are different.
- Once Lindsey distributes results, include them.
- Once Lindsey distributes results, include them.
- Emphasize that we built toward this ask, look at results in terms of who opened/clicked/did what we wanted in emails 1/2 vs those who did not (this data not yet available)
- This data is not yet available
- Mention that this is just one example, talk about on-the-fly management of the campaign using this data.
- Point out that all the sustainers are on Credit Card. Average pledge is a little over $10/month. Nearly all of the donor sustainers came from the $1-$25 segments. Point out that we got to the NY Marriage people really late compared to the Pride people.
- May have to cut this to accommodate extra time for the data discussion we are currently missing in the previous slides.
- Highlight that this was a 4 part email series and social media still raised that much money: over $3,100 for the match and $5k for the membership drive.
- Be sure to mention that we do not do direct fundraising via text but that’s still OK because it supports our fundraising efforts in this way.
- JR: Ask audience what multichannel campaigns they are running / have run. What’s worked and what hasn’t
- 49-70 years of age appears to be sweet spot. Note: For all these slides on age and other attributes, actual response rates were higher as we were not able to match a chunk of the data.—So only look at these slides on a proportional basis. And *sample sizes were small*
- Presence of charity history is the key in this case