"the holy grail checklist: planning a powerful multichannel campaign" (updated aug 2013)
DESCRIPTION
Updated version of original presentation from Convio Summit 2011, for Bridge Conference Aug 2013TRANSCRIPT
Liz MurphyPresident & Founder, RedEngine Digital
Planning An Integrated, Powerful Multi-Channel Campaign
Kelly Townsend Online Fundraising Manager, CommunicationsHumane Society of the United States
#AtTheBridge#humanesociety#redengine
✔THE HOLY GRAIL CHECKLIST
Death By Silo
Then & Now
What’s happened since we last gave this presentation?
• We’ve added “Integrated” to the title• Everybody gets IT!• Still data and reporting challenges, but new analytics
and big data are paving the way.
Your Integration Score: Yes or No
1. Have you executed at least ONE integrated campaign across both offline and online channels in the last six months?
2. Do you share one revenue goal with your offline or online colleagues?
3. TODAY, if I visited your website, social platform or got a mailing, would I see the same or similar campaign messaging and offers?
4. Are you tracking how – and how much – each channel is “assisting” conversions in your other channels via attribution analysis – or plan to implement this in the next three months?
Kickoff & Collaboration
Kickoff & Collaboration
Elect a single project lead & determine key stakeholders/go-to people from each channel
Schedule a kickoff meeting with your channel colleagues to discuss the upcoming campaign & get buy-in from each channel that will be involved
Kickoff & Collaboration
Elect a single project lead & determine key stakeholders/go-to people from each channel
Schedule a kickoff meeting with your channel colleagues to discuss the upcoming campaign & get buy-in from each channel that will be involved
Kickoff & Collaboration
Identify your campaign theme
- Questions to consider:
• What are your top campaigns based on your audience’s response to the issue in the past?
• What is an issue/campaign that will be ramping up moving forward?
– Based on pending or upcoming legislation or another organizational reason (e.g. you’re partnering with a big brand like Target on an initiative)
Kickoff & Collaboration
HSUS 2013 Campaign Calendar:
– Spring 2013: Protect Seals (based on annual hunt timing)
– Summer 2013: Puppy Mills (because our audience loves it!)
– Fall 2013: Farm Animal Protection (hard-hitting, but recruits our best names)
– Winter 2013: Year-end (…duh )
Kickoff & Collaboration
Determine the general campaign strategy and path. Some questions to consider:– Is advocacy a part of the campaign? If so, when
does this take place?– Is fundraising a part of the campaign
(as it should be )? If so, when does this take place?– What other communications or engagement
initiatives will be included? When will these take place?
Kickoff & Collaboration
For example, our goals are advocacy & fundraising and our campaign strategy includes:
1) List acquisition (i.e., find new people) – via advocacy or another type of engagement
2) Advocacy & Cultivation (i.e., engage your new and existing listmembers with actions or other campaign-related communications)
3) Conversion (i.e., get them to donate (or take action)!)
Kickoff & Collaboration
For example, our goals are advocacy & fundraising and our campaign strategy includes:
1) List acquisition (i.e., find new people) – via advocacy or another type of engagement
2) Advocacy & Cultivation (i.e., engage your new and existing list members with actions or other campaign-related communications)
3) Conversion (i.e., get them to donate (or take action)!)
Kickoff & Collaboration
For example, our goals are advocacy & fundraising and our campaign strategy includes:
1) List acquisition (i.e., find new people) – via advocacy or another type of engagement
2) Advocacy & Cultivation (i.e., engage your new and existing listmembers with actions or other campaign-related communications)
3) Conversion (i.e., get them to donate (or take action)!)
Puppy Mills Advocacy EmailsAction: Sign the pledge against puppy mills
Action: Ask your legislators to support the PUPS Act
Kickoff & Collaboration
Determine campaign approval process (i.e. who needs to review which pieces of the campaign and how this will occur).
Schedule remaining kick off meetings as needed, as well as regular (weekly or bi-weekly) check-in meetings to review and make decisions on evolving and ongoing campaign needs.
Kickoff & Collaboration
Determine campaign approval process (i.e. who needs to review which pieces of the campaign and how this will occur).
Schedule remaining kick off meetings as needed, as well as regular (weekly or bi-weekly) check-in meetings to review and make decisions on evolving and ongoing campaign needs.
Audience Segmentation
Audience/Segmentation/Data
Review data on potential audience segments/groups that you want to target (really, it should be your WHOLE FILE, or as many people as you can include!)
Audience/Segmentation/Data
Determine if you want to add new members to your file via online list acquisition
– Be sure to plan far enough ahead to acquire/add them if needed!
Puppy Mills List Acquisition via Advocacy
Change.org Care2
100k+ new names added to our online file via advocacy for this one campaign!
Audience/Segmentation/Data
Finalize audience segments/groups and determine the offers & appeals to each (particularly when fundraising from different types of donors and non-donors, and new list members)
Determine how audience will be tracked throughout and after the campaign in order to measure success
Audience/Segmentation/Data
Finalize audience segments/groups and determine the offers & appeals to each (particularly when fundraising from different types of donors and non-donors, and new list members)
Determine how audience will be tracked throughout and after the campaign in order to measure success
Customized Approach to Groups
Groups we segmented and appealed to differently during the campaign: Major donors Non-donor action-takers 1x campaign donors
(~10 days after 1x gift)
Customized Approach to Groups
Groups we segmented and appealed to differently during the campaign:– Major donors– Non-donor action-
takers– 1x campaign donors
(~10 days after 1x gift)
Customized Approach to Groups
Groups we segmented and appealed to differently during the campaign:– Major donors– Non-donor action-takers– 1x campaign donors
(~10 days after 1x gift)
Schedules & Timing
Scheduling & Timing
Identify the campaign start and end dates – Don’t forget to include conversion and cultivation emails
within these dates!
Create a calendar of dates for each channels’ initiatives and make this a shared document (or use a tool like Outlook or Google Calendars) in order to allow everyone to see/change these dates as necessary
Create a master schedule of tasks and milestones
Scheduling & Timing
Identify the campaign start and end dates – Don’t forget to include conversion and cultivation emails
within these dates!
Create a calendar of dates for each channels’ initiatives and make this a shared document (or use a tool like Outlook or Google Calendars) in order to allow everyone to see/change these dates as necessary
Create a master schedule of tasks and milestones
Scheduling & Timing
Identify the campaign start and end dates – Don’t forget to include conversion and cultivation emails
within these dates!
Create a calendar of dates for each channels’ initiatives and make this a shared document (or use a tool like Outlook or Google Calendars) in order to allow everyone to see/change these dates as necessary
Create a master schedule of tasks and milestones
Campaign Outline + Action Items + Calendar
Campaign Outline & Action Items Outlook Calendar: Main Dates
Goals & Measurement
Campaign Goals & Measurement
Define the primary and secondary goals of the campaign and make sure you have actual target numbers for key metrics such as:– Primary and secondary goals– Projected Revenue, actions, emails, phone numbers
Define success metrics & get agreement on them– aggregate, by channel, both?
Define analytics tracking strategy to capture data (tool(s), data points, etc.)
Campaign Goals & Measurement
Define the primary and secondary goals of the campaign. Make sure you have actual target numbers for key metrics such as:– Primary and secondary goals– Projected Revenue, actions, emails, phone numbers
Define success metrics & get agreement on them– aggregate, by channel, both?
Define analytics tracking strategy to capture data (tool(s), data points, etc.)
Campaign Goals & Measurement
Define the primary and secondary goals of the campaign. Make sure you have actual target numbers for key metrics such as:– Primary and secondary goals– Projected Revenue, actions, emails, phone numbers
Define success metrics & get agreement on them– aggregate, by channel, both?
Define analytics tracking strategy to capture data (tool(s), data points, etc.)
Campaign Goals & Measurement
Set up your analytics to see paths to conversion– – goals, attribution,
assisted conversions by source, event tagging, etc.
Track engagement across devices
Campaign Goals & Measurement
Tip: Setup your GA multi-channel funnels
Campaign Goals and Measurement
TIP: Create a reporting template in advance with your performance metrics
Q&A and test data capture before launch to ensure all data can be captured and reported on
– DON’T get hung up on this! Keep it actionable, based on your systems and capabilities
Campaign Goals and Measurement
TIP: Create a reporting template in advance with your performance metrics
Q&A and test data capture before launch to ensure all data can be captured and reported on
– DON’T get hung up on this! Keep it actionable, based on your systems and capabilities
Channels
Channels
Select the appropriate channels to use and test– Match campaign to audiences – All online, online and offline? – Does timing work for all channels?– “Natural” partners
• Search, email, display, social, web, mobile• Email, DM (dependent on emails) and TM• Events, social, mobile• DRTV, phone, web, search, display
Identify sequencing and use of channels during the campaign
Channels
Select the appropriate channels to use and test– Match campaign to audiences – All online, online and offline? – Does timing work for all channels?– “Natural” partners
• Search, email, display, social, web, mobile• Email, DM (dependent on emails) and TM• Events, social, mobile• DRTV, phone, web, search, display
Identify sequencing and use of channels during the campaign
– Pre and/or post emails with DM, advocacy “warmup,” search and retargeting, followup telemarketing, etc.
Summer 2013 Puppy Mills Campaign
Included all major online channels as well as mail and telemarketing
Audience Participation – Yes, You!
What channel integration and sequencing has worked best for you?
Messaging & Creative
Messaging & Creative
Develop Strategy & Creative Brief that includes:
Campaign Theme Goals Offer(s) –premiums, ask strings,
other. Audience segments/groups Channels Sample Messaging
Branding elements, creative tone,
essential imagery and copy that should be present in each channel communication
Messaging adaptions (as appropriate) for each channel
Creative test variations (creative elements, landing pages, video, etc.)
Key dates and deadlines
Messaging & Creative
Have a plan for breaking news that relates to your campaign. Otherwise, you can miss an opportunity.
Be open and opportunistic.
Messaging & Creative
Have a plan for breaking news that relates to your campaign. Otherwise, you can miss an opportunity.
Be open and opportunistic.
Be Prepared for Surprises/Opportunities
Puppy Mill rescue emergency appeal #1 Puppy Mill rescue emergency appeal #2
Messaging & Creative
Will you have same messaging and offer in all channels for campaign timeframe?
It doesn’t always make sense to do so.
Get signoff on the Brief from all pertinent parties
Integrate for the Big Ones!
As Kelly would say, Duh
Testing & Optimization
Testing & Optimization Define test elements and document.
Copy and Design Timing of channel
communication One channel vs. another Offer(s) Email
Subject line, design, copy, image, sig, sender, offer
Donation form
elements: Design, copy, video
vs. image, gift string amounts, order
Use of website tactics such as windowshades/
lightboxes SMS copy or timing Images vs. videos on
social media and landing pages
Testing & Optimization
Define test and control groups
Assign group setup
Add final test and control group into the reporting template
Testing & Optimization
Calculate what could make the biggest difference– If I can get 5% of donors to upgrade their gifts – If I can increase my donation conversion rate by 10%;
my clickthrough rate by 3%; my CPA by 5%
Testing & Optimization
Define test and control groups
Assign data pulls and group setup
Add final test and control group into the reporting template
Testing & Optimization
Define test and control groups
Assign group setup
Add final test and control group into the reporting template
Testing & Optimization
Determine your plan for testing– When testing email items such as subject lines, the best
way to do this is to send two test emails (each with a different subject line/other variation) to a small portion of your audience 24 hours ahead of the main/full-file email. This way, you have enough time to see if one variation has a lift over the other, then you’ll go out to your full-file the following day using the winning format
Identify optimization decision points on the campaign calendar
Testing & Optimization
Determine your plan for testing– When testing email items such as subject lines, the best
way to do this is to send two test emails (each with a different subject line/other variation) to a small portion of your audience 24 hours ahead of the main/full-file email. This way, you have enough time to see if one variation has a lift over the other, then you’ll go out to your full-file the following day using the winning format
Identify optimization decision points on the campaign calendar
Sample Test Plan TEST: Is there a difference in revenue raised when we appeal using a donor’s largest transaction amount on record versus using their last donation amount?
METHOD: A/B split test via email
RESULTS:• Average gift was 10% higher when we used the
largest transaction on record.
• 9% higher conversion rate when we used the last transaction on record.
• However, there was no significant difference in overall funds raised ($100 difference).
• No difference in response rate (both 0.04%)
• NOTE: Small sample size was approx. 100k.
Cultivation & Conversion
Cultivation & Conversion Strategy Plan
Create your welcome and conversion series BEFORE you launch!
Reference came messaging tone and look as campaign
Cultivation & Conversion Strategy Plan
Create your welcome and conversion series BEFORE you launch!
Reference same messaging tone and look as campaign
Cultivation & Conversion Strategy Plan
Determine segments for conversion & cultivation plan, e.g.– One-time donors to the campaign should get a sustainer invite
10 days after their donation (whether this is during the campaign or after)
– Non-donors should be asked for a one-time donation after the campaign ends –and you may use another channel such as telemarketing if all prior asks were done online. Donors who give should get a sustaining donor appeal shortly thereafter!
Cultivation & Conversion Strategy Plan
Determine what your cultivation series (or single cultivation email) will look like. – Always thank action-takers and/or donors as your
final communication about the campaign. – Some additional questions to consider:
• Will you follow up with campaign action-takers and/or donors in the future? If so, when and what will you say?
Calendar all dates for cultivation and conversion within the main campaign calendar
Cultivation & Conversion Strategy Plan
Determine what your cultivation series (or single cultivation email) will look like. – Always thank action-takers and/or donors as your
final communication about the campaign. – Some additional questions to consider:
• Will you follow up with campaign action-takers and/or donors in the future? If so, when and what will you say?
Calendar all dates for cultivation and conversion within the main campaign calendar
To end the campaign, we thanked donors (left) and action-taker/non-donors (right). We recapped the campaign and mentioned our plans for the remainder of the year.
Cultivation & Conversion Strategy Plan
Cultivation & Conversion Strategy Plan
Tip: Think (way) ahead. Create a strategy and campaign for lapsed donor communications frequency reporting methods and goals for retention or reactivation – e.g. for canceled sustainers
HSUS Canceled Monthly Donors
Goal: Reinstate lapsing and canceled monthly donors by asking them to become monthly donors again.
Channels used: Email, website landing pages, inbound call center, outbound call center
HSUS Canceled Monthly Donors
Methodology:• Series of emails to all lapsing and canceled online monthly
donors, asking them to become a monthly donor again.
• Outgoing emails include a link to dedicated donation forms, as well as a phone number to our membership inbound call center.
• After emails/inbound call center period is over, all non-reinstated sustaining donors are called by an outbound call center.
HSUS Canceled Monthly Donors
HSUS Canceled Monthly Donors
RESULTS:• Of all of the canceled
monthly donors includedin these programs, an average of:
6.8% reactivate by email
1.3% reactivate via the inbound call center
6.2% are reactivated via the outbound call center
Reactivation Rate by Channel
EmailInbound Call CenterOutbound Call Center
Reporting
Reporting
Identify who will be responsible for Q&A of data throughout the campaign, data pulls and reporting, including third-party vendors (match-back, etc.)
Identify frequency of reporting
Reporting
Identify who will be responsible for Q&A of data throughout the campaign, data pulls and reporting, including third-party vendors (match-back, etc.)
Identify frequency of reporting
Reporting Identify report formats
– Dashboard for executives vs. spreadsheets for your team
Identify all parties who will receive reports and how often these reports will be sent
Identify timing of final campaign report and schedule a post-campaign review/reporting meeting.
Reporting Identify report formats
– Dashboard for executives vs. spreadsheets for your team
Identify all parties who will receive reports and how often these reports will be sent
Identify timing of final campaign report and schedule a post-campaign review/reporting meeting.
Reporting Identify report formats
– Dashboard for executives vs. spreadsheets for your team
Identify all parties who will receive reports and how often these reports will be sent
Identify timing of final campaign report and schedule a post-campaign review/reporting meeting.
Post-Campaign Review
Post-Campaign Review
Gather cross-channel team when the final report is complete
Review final campaign report and results by channel
Document learnings from each channel for future campaigns and disseminate internally
Post-Campaign Review
Gather cross-channel team when the final report is complete
Review final campaign report and results by channel
Document learnings from each channel for future campaigns and disseminate internally
Post-Campaign Review
Gather cross-channel team when the final report is complete
Review final campaign report and results by channel
Document learnings from each channel for future campaigns and disseminate internally
Puppy Mills Campaign Reports (detailed & executive)
Post-Campaign Review
Identify opportunities for new integrated campaign(s)
Schedule planning session for next campaign
Post-Campaign Review
Identify opportunities for new integrated campaign(s)
Schedule planning session for next campaign
THANK YOU
Any Questions?
#AtTheBridge
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