kimberley blease: marketing things not for sale | think inside the box 2014
DESCRIPTION
Breakout speaker Kimberly Blease, VP of Client Relationships, Donor Journey Champion at Blakely talks "Marketing Things Not For Sale: Lessons from the world of the NFP" at Canada Post's 2014 Think Inside the Box event. To understand and change behaviour is challenging for everyone, but with small budgets and no resources, how are Not For Profits using insights, channels and creative to build a sense of community and meet objectives in a rapidly evolving marketplace? Demonstrated through case studies, see how the challenges drive NFP's to creatively use the tools they have (including fantastic direct mail) to inspire people to do more. Looking for more inspiration? Follow us on Twitter to stay informed with best practices and upcoming events: https://twitter.com/direct_cpc Visit our blog to view other creative and successful marketing campaigns: http://www.canadapost.ca/directmailworksTRANSCRIPT
THE WORLD OF THE NFP THINK INSIDE THE BOX
5:1 RETURN ON
$85 COST PER NEW CUSTOMER
60% CUSTOMER RETENTION RATE
INVESTMENT
EARNINGS / FTE
$1M
78.5% NET PROFIT
10% GROWTH YEAR OVER YEAR
WITH ONLY INVESTMENT 2%
WE HELP FIND CURES FOR DISEASE
SUPPORT PEOPLE IN THEIR GREATEST TIME OF NEED
HELP BUILD RICHER MORE ROBUST COMMUNITIES
FIGHT CLIMATE CHANGE
ANIMAL CHAMPIONS
THE WORLD OF THE NFP SUPERHEROS OF THE MARKETING WORLD
MARKETING THINGS NOT FOR SALE WE SELL THE INTANGIBLES
IMPORTANCE OF THE THIRD SECTOR TAKING THE INCREASING STRAIN OF CARE AND HUMANITY
HOW DO WE MOVE PEOPLE TO FEEL INSPIRED
AND ULTIMATLEY TAKE ACTION AND GIVE?
TRENDS &
MARKETPLACE
DRIVERS
JUST THE FACTS DATA & BENCHMARKS
TRANSLATING LIVES DEMOGRAPHICS
INSIGHTS INTEGRATION CHANNELS INSPIRING CREATIVE DONOR EXPERIENCE
WE CREATIVELY MIX EMOTIONAL & RATIONAL SOLUTIONS
THE WORLD IS CHANGING HOW DO WE CONTINUE TO MAKE FUNDRAISING RELEVANT?
THE WORLD IS CHANGING.. FAST HOW DO WE CONTINUE TO MAKE FUNDRAISING RELEVANT?
MESSAGE OVERLOAD QUOTED BY THE NEW YORK TIMES, WE SEE 3,000 TO 20,000 MESSAGES A DAY
5:1 RETURN ON
$85 COST PER NEW CUSTOMER
60% CUSTOMER RETENTION RATE
INVESTMENT
EARNINGS / FTE
$1M
78.5% NET PROFIT
NFP
10% GROWTH YEAR OVER YEAR
WITH ONLY INVESTMENT 2%
WE HELP FIND CURES FOR DISEASE
SUPPORT PEOPLE IN THEIR GREATEST TIME OF NEED
HELP BUILD RICHER MORE ROBUST COMMUNITIES
FIGHT CLIMATE CHANGE
ANIMAL CHAMPIONS
AND NOW FOR A SHORT COMMERCIAL BREAK.
PLEASE STAND BY.
PUNCHING ABOVE YOUR WEIGHT
$24.2 MILLION RAISED
FUNDRAISING 20.8%
$17
WWF-CANADA 2013 FINANCIALS
MILLION WENT DIRECTLY TO
CONSERVATION AP
PR
OX
.
SPENT ON
CASE STUDY
INNOVATION AND CREATIVITY
Creative stretched them beyond the brand
Creative was responsible for securing hundreds of thousands of dollars in donated media
WWF-CANADA 2013 HOLIDAY ADOPTION CAMPAIGN
MULTI-CHANNEL SOCIAL MEDIA
RADIO
TELEVISION
EMAIL DIGITAL ADS
TRANSIT ADS
FSI
DM PACK
CATALOGUE
MULTI-CHANNEL SOCIAL MEDIA
RADIO
TELEVISION
EMAIL DIGITAL ADS
TRANSIT ADS
FSI
DM PACK
CATALOGUE
THE RESULTS
31% increase in adoption kit sales
35% increase in revenue
45% increase in transactions (largely a result of new e-store platform driving conversions)
24% of revenue from television and radio spots
100% increase in revenue from re-designed FSI
More than doubled the number of new to file adopters
“WE DIDN’T JUST MOVE THE NEEDLE, WE BROKE THE NEEDLE” - JANICE LANIGAN, DIRECTOR, ANNUAL & COMMUNITY GIVING AT WWF-CANADA
HERE ARE JUST SOME OF THE HIGHLIGHTS
WWF is putting Canada on the path to 100 per cent renewable energy by 2050.
Helping create the scientific knowledge and working with local communities to inform management of critical ecosystems.
Leading the transition to ‘sustainable seafood’, smart oceans management.
Leading an innovative approach to freshwater conservation.
Over the past five decades, WWF's field work has helped bring black, white, and greater one-horned rhinos, certain populations of African elephants, mountain gorillas and Amur tigers back from the brink of extinction.
PASSION & AUTHENTICITY
RELATIONSHIPS NOT BUDGETS
INSPIRING CREATIVE LEADS TO OPPORTUNITY
FORCED COLLABORATION & INNOVATION TO SURVIVE NO STATUS QUO
NEEDS YOU!
IF YOU ARE FEELING INSPIRED THE NOT-FOR-PROFIT WORLD
KIMBERLEY BLEASE [email protected] 905 727 6188 ext 292 @KimberleyBlease