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 | [email protected]
www.ccah.com
@bfholmes | @CCAHdirect
