multi channel planning checklist

8/2/2019 Multi Channel Planning Checklist

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t

The Holy Grail Checklist:The Holy Grail Checklist:Planning A PowerfulPlanning A Powerful

MultiMulti--Channel CampaignChannel Campaign

Presented by:Presented by:

Kelly Townsend, Liz Murphy, Robin SteffekKelly Townsend, Liz Murphy, Robin Steffek


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Whats Your Integration Score?1. Have you thought about integrating your channels? Y (2) N (-2)

2. Have you ever collaborated with one of your DM, TV,

Telemarketing and/or Social Media counterparts on a

campaign? Y (3) N (-3)

3. If you represent one channel (digital, for example), is your annual

revenue goal separate from other channels (direct mail, for

example)? Y (5) N (-5)

4. TODAY, if I visited or was presented with communications fromone or more of your channels (website, Facebook, email, DM,

DRTV), would I see similar campaign messaging and the same

offer? Y (10) N (-10)


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The Session

Liz Murphy, Chief Strategist & Founder,

RedEngine Digital @lizred @redengine

Kelly Townsend, Manager, Online

Fundraising, The Humane Society of theUnited States

Robin Steffek, Vice President, Analytics

and Conversion Optimization,RedEngine Digital @redengine

2011 Convio, Inc. 3


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Why Integrated is BETTER

Better response

Better revenue

Better retention

Better branding Better lifetime value

Better serves our audiencesBut its not easy

2011 Convio, Inc. 4


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Whats Standing in Our Way?

Silos

Databases

Resistance to change

Where to start?

2011 Convio, Inc. 5


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The First Steps

Go for a drink with your channel

colleagues and charge it to your org!Talk integration. Start with this conference.

Start small and strategically, with onecampaign or donor segment, and dont go

crazy with the data metrics.

Move on, would you? Change is good. Follow our checklist.

2011 Convio, Inc. 6


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The Holy Grail Checklist Kickoff & Collaboration

Audience & Campaign Theme Timing

Campaign Goals & Measurement

Channel Selection Messaging & Creative

Testing & Optimization Plan

Cultivation & Conversion Strategy & Plan Reporting

Post-Campaign Review

2011 Convio, Inc. 7


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2 Multi-Channel Case Studies

Case Study #1:

Multi-Channel DRTV Campaign

Case Study #2:

Multi-Channel Canceled/Lapsed OnlineMonthly Donors program

2011 Convio, Inc. 8


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#1: Multi-Channel DRTV Campaign(a.k.a., The Big Kahuna)

Organization-wide, multi-channel campaign to

acquire, engage, upsell and cultivate donors.


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Multi-Channel DRTV Campaign

(a.k.a., The Big Kahuna)

Goal: New donor acquisition

Audience: TV audience who wants to celebrateanimals and confront cruelty.

Timeframe: Aug 2009-ongoing

Acquisition Channels: TV supported by aninbound call center, online, and mobile

Follow-up/Engagement Channels: Mail, email,outbound call centers, social media

Primary Reporting Methods: Breakeven month,Cost-per-overall donor (CPOD) & Cost-per-sustaining donor (CPSD); conversion rate (onlineonly)


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TV Creative


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Donor Channel Capture

Primary and secondary paths


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Web & Mobile Donation Forms


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Mobile website homepage:Main website homepage:Web & Mobile HSUS Site Pages


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Google Search Entry Paths

15 2011 Convio, Inc.


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Premium (gift offer) testing

is supported across TV,

online, mobile, and the call

center.

TV spot

Online/Mobile landing pages & PPC Ads:Multi-Channel Offer & Testing


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5%

35%

60%

66%20%

9% 5%

Donor Acquisition by

Channel & Type


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94%

6%

% Web vs. Mobile Donations

Web

Mobile

Online Breakdown

7%

1%

91%

1%

% Traffic to DRTV Landing Pages

by Traffic Source

Direct

Organic

PPC

Other

Referrers


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Google Adwords

Leverage and convert secondary path

visitors

Balance between TV vanity URL terms, TV

call to action terms and brand terms



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Where To Send Them

Historically,

visitors went directto the monthlydonation form.

Testing whetheran interim splashpage would help

or hurt conversionrate



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Landing Page Testing

Goal: Acquire more sustaining/one-time

donors and increase landing pageconversion rates.

Channels used: Website landing pages,

PPC

Tools: Google Analytics, Google Website

Optimizer



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Hypothesis: Having a splash page

preceding the donation form with moreinformation about organizations

mission/goals would acquire more donors

and increase landing page conversion ratesvs. the control process. This was based on

success during year-end 2010.

2011 Convio, Inc. 22


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Tested control form against new A splash &

form and new B splash & form Forms were the same for all

Splash A had more prominent offer for one-

time gifts (in addition to monthly)

Splash B had more prominent offer for

monthly gifts (in addition to one-time)



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Control Splash A Splash B


Which Did Better?

Splash A & B both have a video in right column

Splash A has Donate Now button, top right

Splash B has Donate Monthly button, top right


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Conversion Optimization Results


14% increase in #of donations over

control for SplashB/Combo 2


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Results Summary Splash B beat thecontrol by 14% in# of donations.

Splash Bconversion ratewas15% higherthan control.

Even vanity URLtype-ins had asignificantconversion lift forB - +20%!

And PPC averageconversion ratesfor B doubled.



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Post Acquisition: Campaign Donor

Cultivation/Engagement

Normal outgoing communications/engagement (e.g., weekly emails to all online

members; Facebook community; etc.)

Monthly thank you emails/updates tosustaining donors



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Regular communication/engagement:

Donor Cultivation/Engagement


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Special monthly updates /

Thank You emails from CEO:

Sent every month to all active

online Sustainers (DRTV andnon-DRTV).

Goal is to thank donors and show

them how their ongoing support

is making a difference for animals.

15% lift in monthly donor retention

of donors who receive only these

monthly updates!

TBD: Whats the right volume of emails for our

donors? And is the right volume of emails

different for DRTV vs. non-DRTV donors?



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- Two full-time staff members dedicated to

this single campaign (overall & online)

- Multiple staff from various depts. across

the org. involved regularly or as needed

- External agency manages all media/

media buying & inbound call center

A Few Considerations


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Goal: Reinstate lapsing and canceled

monthly donors by asking them to becomemonthly donors again.

Channels used: Email, website landingpages, inbound call center, outbound call

center


#2: Multi-Channel Canceled/Lapsing

Online Monthly Donors Campaign


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Methodology:

Series of emails to all lapsing and canceledonline monthly donors, asking them tobecome a monthly donor again.

Outgoing emails include a link to dedicateddonation forms, as well as a phone numberto our membership inbound call center.

After emails/inbound call center period isover, all non-reinstated sustaining donorsare called by an outbound call center.


#2: Multi-Channel Canceled/Lapsing

Online Monthly Donors Campaign


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6.8% reactivated by EMAIL

1.3% reactivated by INBOUND call center

6.2% reactivated by OUTBOUND call center

60%

15%

25%

Overall Results


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Results

While the percentage of overall reactivation

rates from email & outbound are very close signifying that a multi-channel approach can

positively affect results reactivation by

email was the #1 method!

Always send a series of emails (the third

emails in the series had the highest openrates!).


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Lessons Learned

First and foremost, plan for everything before

you begin any type of multi-channelcampaign.

Get your donor cultivation series in place:This is a (if not THE) key to success! Be

ready to thank and cultivate/otherwise

engage with your donors or be prepared tolose some of the donors acquired via your

campaign. 2011 Convio, Inc. 36


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Lessons Learned Get your campaign reporting plan in

place: Dont wait until its reporting time!Know exactly what and how you will reporton your multi-channel campaign.

There are limitations of online testing formulti-channel campaigns: Make sure allinvolved know the limitations. When

necessary, testing results may need to bedrawn from other channels.



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Lessons Learned

Test, test, & re-test and be patient!

Testing is extremely important and shouldnever be done. Testing is also timely both

during setup and analysis, but dont get

discouraged! The time put in will be wellworth it.



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Thanks for Your Time! Questions?

Session evaluation code 1142. Go to

www.convio.com/2011survey. Scan this code to download this

presentation and checklist.

Feel free to email us with questions:

Liz Murphy, [email protected]

Kelly Townsend, [email protected]

Robin Steffek, [email protected]


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