integrated marketing - overman

Integrated Marketing

C. Eric Overman, mbaVP, Digital Marketing

Grizzard Communications Group

1Saturday, April 10, 2010

C. ERIC OVERMAN, MBA

• 15 years of direct response experience

• AMA 2009 Nonprofit Marketer of the Year

• Vice President of Digital Grizzard Communications Group

• Past Online Director @ Operation Smile


TODAY’S TOPIC

• How to improve your fundraising efforts through integrated marketing

• Understanding changes in fundraising and marketing and how those affect the work you do

• What you can do to take advantage of marketplace and landscape shifts


New Fundraising LandscapeHow did we get here?


June 2000 – March 2009

$ Co

nnec

tion

%

0%

10%

20%

30%

40%

50%

60%

70%

JUNE 2000 MARCH 2002 APRIL 2004 MARCH 2006 DEC 2007 AUG 2008

Broadband at home Dial up at home

US INTERNET CONNECTIONS TRENDS


0

1.75

3.50

5.25

7.00

8.75

10.50

12.25

14.00

7 7

9 8

9 9

11

14

2001 2002 2003 2004 2005 2006 2007 2008

Hours

Note: Ages 18+

Average time spent online per week by US adult Internet users, 2001–2008 (hours)

PATTERN OF INCREASED INTERNET USE


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

18%21% 33%

24% 24% 24% 24%19% 17%

Dial up subscribers Additional increment of broadband subscribers

Email

Gener

al Su

rfing

Shop

ping

Downlo

ading

Vide

o

Messa

ging/

Chat

Watchin

g Vide

o Clip

s

Socia

l Netw

orkin

g

Listen

ing To

Radio

Watchin

g TV

FASTER DOWNLOAD SPEEDS & “ALWAYS ON” CONNECTIONS


TECHNOLOGY COSTS DOWN


APPLICATIONS WITHOUT FRONTIERS


Integration:Breaking Down Silos

Multichannel Fundraising


THE TROUBLE WITH SILOS


EFFECTS OF UN-INTEGRATED ORGANIZATIONS/MARKETING

• Centralized operations = less empowerment

• Average participation is shallow

• Fundraising overhead 25% greater than integrated organizations

• “Front line” excluded

• Less equal playing field for non-marketing departments

• Organizations & their work not tuned to constituent passions


MESSAGE/CHANNEL INTEGRATION IS A MORE URGENT PRIORITY THAN EVER

“Some of the most fundamental problems fundraisers face are more organizational than technological.

In most organizations, direct mail and online fundraising are managed in separate departments, each with its own goals, some of which may be in competition with each other.”

“Itʼs not unusual for control of the website, social marketing outreach, and email communications to each live in separate silos within a large nonprofit.

While these outcomes may have reduced internal strife, this approach is fatal to effective multichannel marketing.”

Source: Convio - The Next Generation of American Giving


TRADITIONAL MARKETING VS INTEGRATED MARKETING



EVERYONE IS A BRAND AMBASSADOR


FUNDRAISING TRENDS


HISTORICALLY, DIRECT MAIL

• Content created by marketing team

• Response measured by: 1) Size of donations, & 2) Amount of donations.

• “[Historically] while typically only one in 100 letters yields a gift, eventually the process pays for itself as those donors give again.” Convio - The Next Generation of American Giving


“HOUSTON, WE HAVE A PROBLEM.”

• “Aggregate mailers have reported almost a 20 percent decline in new donor acquisition over the last 5 years.” Convio - The Next Generation of American Giving

• Rate increases in January 2011

• Reduce mail delivery frequency from 6 to 5 days a week

• Close and consolidate existing postal facilities


• “Matures represent more than 20 percent of the total donor universe, and 26 percent of contributions.” Convio - The Next Generation of American Giving

Senior Donors

Boomer Donors


ONLINE GIVING GROWTH CONTINUES

UP46%2009

Source: Blackbaud 2009 Online Giving Trends Report


$144.7

Business/Corporation $194.05Cultural $112.47Family/Human Services $154.13Foundations $209.53Healthcare $95.21Hospitals $120.61Higher Education $204.05Independent Schools $371.62Other $110.04Recreation/Social $134.31Religious $196.44

By Sector


Average online gift

2009 AVERAGE GIFT AMOUNT


Growth Rates

Amount raised by organization GrowthGrowth

$1,000,000 35%

$500,000 – $999,999 19%

$100,000 – $499,999 28%

$50,000 – $99,999 13%

$10,000 – $49,000 3%

All Organizations 21%


of nonpro!ts had positive YOY online

revenue growth.

65%

Median online growth21%

YEAR OVER YEAR GROWTH


TOP CHARITY INFORMATION CHANNELS BY GENERATION


WHAT IS THE APPROPRIATE VEHICLE FOR SOLICITATION



• Most significant impact trend = world is multi-channel

• Donors who give both online and offline give just under twice as much as donors who only give through one channel.

• Integrated, multi-channel donors are the most loyal and highest revenue-generating donor segment and have the highest reactivation rate

• When online and offline channels are coordinated to work together, there can be a 25% to 33% lift

IT’S A MULTI-CHANNEL WORLD


• Develop consistent and compelling messaging throughout all media.

• Identify strategies to increase new donors.

• Increase donor retention.

• Regain lapsed donors.

INTEGRATED GROWTH


Optimize, Integrate, & Outreach


ONLINE PRESENCESatisfaction is predictive of future

behaviors important to nonprofits.


more likely to donate49%

more likely to volunteer38%

more likely to have a favorable overall impression

57%more likely to

recommend the site

65%


WEB IS A BRAND’S FIRST IMPRESSION


SEARCH: SEO & SEMSEO — Search Engine OptimizationSEM — Search Engine Marketing


Organic PPC


• Over 50% of all online ad spend is on search: $10 billion in 2008

• January 2010: 10.2 billion searches

• Natural still reigns

PAID VS ORGANIC SEARCH


ANALYTICS & MEASUREMENT

New Challenges & The Ultimate Information


KEY WEB ANALYTICS TASKS• Mining for

customer insights

• Tracking marketing impact

• Tracking conversions

• Tracking user journeys through the site

• Optimizing websites and landing pages


RECONSIDERING CONVERSION

X

EntryPoint

ConversionPoint


CONVERSION IS A PROCESS NOT AN EVENT

X

EntryPoint

ConversionPoint


• Expand the reach

• Increase ROI & LTV

• Impact all communication channels (white mail, internet, direct mail, phone)

• Raise awareness and educate the prospects as well as the donors

INTEGRATE OFFLINE & ONLINE


INTEGRATED MARKETING


SOCIAL MEDIA


DIGITAL ENGAGEMENT & SOCIAL MEDIA

From Groundswell: Winning in a World Transformed by Social Technologies, Copyright 2008 Forrester Research, Inc.

A review from a friend

A review in mainstream media

A review by a known expert

A customer review on a retailer’s site

An online review by the editors of a site

A review by an online blogger

0 23 45 68 90

Consumer Trust


ACTION TAKEN AS A RESULT OF NONPROFIT SOCIAL MEDIA

60

70

80

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Talked to friend or family member

Made financial contributionto the organization

Volunteered for the organization

Made financial contribution to a cause the organization supports

Attended an event sponsored by the organization

Contacted an elected representative

Contacted a media outletto express opinion

None

54%41%

34%31%30%

25%14%

20%

80%have taken

action

Survey of engaged Americans, Harris Interactive


Source: Socialnomics Social Media ROI


“GIVING VIA MOBILE/TEXT AND SOCIAL NETWORKS REGISTERED AS EMERGING CHANNELS FOR GEN X AND Y DONORS.” CONVIO - THE NEXT GENERATION OF AMERICAN GIVING


SOCIAL MEDIA SNAPSHOT


SALVATION ARMY CONVERSATIONS JANUARY

51%

20%

12%

6%

4%

3%2%1%1%

Videos 219Forum posts 421Images 439Facebook 760Blog comments 992Mainstream news 1,421Forum replies 3,053Twitter 4,891Blog posts 12,631

Media Types

92%

4%4%Negative 1,746Positive 1,920Mixed 39Neutral 40,180

Sentiment


SALVATION ARMY TOP DOMAINS & AUTHORS IN

JANUARYRank Domains Posts

1 twitter.com 14,2362 !ickr.com 1,6173 facebook.com 1,5114 reddit.com 9695 topix.com 6646 city-data.com 4777 youtube.com 3668 wickedlocal.com 3539 community.babycenter.com 217

10 messageboards.aol.com 20711 weightwatchers.com 20412 huffingtonpost.com 17913 com.com 17414 microsoft.com 16815 hi.baidu.com 16616 youtube.com 16417 digg.com 15318 persian-forums.com 14319 democraticunderground.com 14220 friendfeed.com 140

Rank Author Posts

1 The Salvation Army Northwest Division 2982 Gatehouse Media, Inc. 2903 Armysupporter 1634 Salvationarmyindiana 1415 chipkhan 1186 audragon36 1177 Entertainment – Google News 1168 Salvation Army 1159 Salvationarmy.ca 114

10 headphonaught 9711 serial crack keygen 9412 The Salvation Army Florida Division 9213 David Anttony 8914 louisfantom 8215 TSA International Development UK 7916 Salvation Army Southern California 7817 The Salvation Army – Nashville 7618 el massiy 7419 laser 7420 colin.cooper 73


http://community.babycenter.com

http://community.babycenter.com

http://hi.baidu.com

http://hi.baidu.com

http://www.youtube.com

http://www.youtube.com

http://digg.com

http://digg.com

HOT TOPICS IN HAITI JANUARY 12 – 31

48%

38%

14%

Salvation Army & Haiti 86,314Other Haiti posts 233,956Red Cross & Haiti 294,325 W

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15001000

5000


RECOMMENDATIONS

• Influencer Outreach

• Increased support of UGC

• Faster reaction to online trends

• Listen, Track & Respond

• Increase attention and support of topics on social web during crisis events/disasters


TOOLS YOU CAN USE

1. Google Alerts is a comprehensive monitoring tool. It monitors nearly every corner of the web. Set up alerts and easily target keywords/phrases that are important to your organization and receive streaming or batched reports. Free.

2. Alltop is a news aggregation service that scans news sites, blogs, and forums making it a one-stop site for every online post relevant to your area of interest. It is customizable to your specific needs and also includes historical searching tools. Free.

3. ScoutLabs is a listening and monitoring service with a 30-day free trial offer. Volume, location, and sentiment scoring are included. Licensing fees apply.

4. TweetDeck & Seesmic are desktop apps that combines Twitter and Facebook monitoring with search for a multi-dimensional social application that also allows for publishing. Free.


http://www.google.com/alerts

http://www.google.com/alerts

http://www.alltop.com/

http://www.alltop.com/

http://www.scoutlabs.com/

http://www.scoutlabs.com/

http://www.tweetdeck.com/

http://www.tweetdeck.com/

TOOLS YOU CAN USE

8. Twendz is a Twitter monitoring and measurement tool that provides a look into recent tweet volume, sentiment, and hot topics. Word clouds and sentiment estimates are auto-generated for for your queries. Free.

9. Trendrr lets you set up dashboards to find conversations about any relevant topics trending in the “social” web. Free.

10. Hubspot “Grader” Tools give scores and metrics for Twitter, Facebook, and blogs to help marketing and customer engagement efforts. Free.


http://www.twendz.com/

http://www.twendz.com/

http://www.trendrr.com/

http://www.trendrr.com/

http://www.hubspot.com/marketing-tools/

http://www.hubspot.com/marketing-tools/

TOOLS YOU CAN USE

5. Co-Tweet & HootSuite are tools for sharing & monitoring marketing messages. The applications offer Twitter account management, sharing, and publishing tools for brand accounts that utilize multiple contributors. Free.

6. TubeMogul syndicates your video content to 20+ video sites (YouTube, Vimeo, etc) and helps track views, comments, embeds, etc. Free.

7. Wordpress & Blogger are blog content publishing tools that are highly customizable and include the flexibility to pull in dynamic content relevant to your organization and message. Free.


http://www.cotweet.com/

http://www.cotweet.com/

http://www.tubemogul.com/

http://www.tubemogul.com/

ERIC OVERMAN

• [email protected]

• www.ericoverman.com

• www.twitter.com/ericoverman


integrated marketing - overman

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