how to create your multi-channel outreach plan to grow your list

How to Create your Multi-Channel Outreach Plan

To GROW Your List

What we’ll cover…

• How to integrate! – Email, direct mail and social

• Getting people to notice you …and to opt-in

• Plan ahead to: – Reduce, Reuse and Recycle Your Content; don’t re-

invent the wheel for each channel

Keys to Integration

• All channels must be seamless• Everywhere your donors or prospective

donors look the messaging should be coordinated

• Update the web (site, email, social), telemarketing scripts, and, as much as possible, direct mail

Integration

1. Timing– Pre In-Home/Post In-Home– Cadence of messages/posts

Timing & Cadence

– Stupak/Pitts Amendment passed 11/07– Blogs and social media sites updated 11/07– First fundraising email 11/09– TM campaigns • TM track appeal calling begins on 11/11• Reinstates on 11/13

– Legislative Appeal scheduled to mail 11/15

Integration

2. Messaging– Same Hook/Story– Same Call to Action (CTA)

Integration

3. Imagery – Same OR Similar images that continue the story

Get Noticed!

REDUCE, REUSE AND RECYCLEYOUR CONTENT

Don’t re-invent the wheel for each channel

The 3 C’s of Integration

1. Communication– Get interested parties together for planning meetings

2. Collaboration– Discuss resources and goals and how the 1st can maximize the

2nd

3. Cooperation– Work backwards from your target campaign date(s) and

determine which channel will be executing when and who will be in charge of what

THANK YOUBrenna Holmes Director, Interactive DepartmentChapman Cubine Adams + Hussey (CCAH)703-302-8250 | bholmes@ccah.com

www.ccah.com

@bfholmes | @CCAHdirect