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Case Study: Operation Smile Seizing the Opportunity, Rising to the Challenge(s!)

Case Study: Operation Smile Seizing the Opportunity, Rising to the Challenge(s!). Kyla Shawyer COO, Operation Smile Tom Harrison CEO, Russ Reid. 200,000+ surgeries 3.5 million evaluations. Right strategic partner Right experience Right people. CONTROL OFFER:

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Case Study: Operation Smile Seizing the Opportunity, Rising to the Challenge(s!)

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  1. Case Study: Operation Smile Seizing the Opportunity, Rising to the Challenge(s!)

  2. Kyla Shawyer COO, Operation Smile Tom Harrison CEO, Russ Reid

  3. 200,000+ surgeries 3.5 million evaluations

  4. Right strategic partner Right experience Right people

  5. CONTROL OFFER: “$15 will help provide surgeries to children with cleft palate”

  6. CONTROL OFFER: “$15 will help provide surgeries to children with cleft palate” ?

  7. 1 surgery = $240 or $20/month

  8. Major gifts • Direct mail program • What else?

  9. Where did we get the money?

  10. Long form or short form?

  11. $20/month or $240 for a surgery?

  12. Landing page or call center?

  13. How do we handle attribution of web donations?

  14. Creative

  15. How should we tell our story?

  16. How do we show severe images?

  17. Founders or celebrity?

  18. Which regions resonate best?

  19. Hide

  20. Before & After

  21. The story behind the story…

  22. Where we were… Department silos Revenue silos Donor “ownership” issues Poor donor experience

  23. Where we were Marcomm vs. DR

  24. The future of fundraising – “One big happy family” Tom Gaffney, Nonprofit Times, 2008

  25. Challenges – The Stomach Ache • “This is how we’ve always done it.” • “But we are Marketing and Communications, not Fundraising?” • “How will we be able to measure ROI?”

  26. Breaking down the silos Who do I need on my side? Do your homework Focus on consensus building Create advocates It’s going to hurt a little bit! Donor first

  27. Seize the momentum! • 25th anniversary • 4,000 surgeries in 10 days across 25 countries with medical volunteers from 80+ countries • DMA Nonprofit of the year

  28. So where did we end up?

  29. Marketing Organizational Structure Tom Gaffney, Nonprofit Times, 2008

  30. Infrastructure for Growth

  31. Infrastructure for Growth President Strategy Creative Media Account Director/ Strategy/ Analytics Account Director SVP Account/ Media/ Strategy/ Analytics Analytics Supervisor/ Data Control Account Director Media/ Strategy Teleservcs Manager/ Data Control Account Executive/ PR Director

  32. Global “Group Hug” Organization-wide re-branding effort Surveyed all stakeholders for input: Defined core values New mission statement Developed a new tag “Brand essence” video

  33. Where We Are Now • Integrated campaigns • Look globally and strategically • Increased donor value and our value to the donor

  34. Goal: Teamwork = 1,000 smiles! 1.000 Smiles Medical Volunteers

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