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Multi-Channel Campaigns

Multi-Channel Campaigns. Presented by: Brittany Fowler Susan G. Komen, Maryland Affiliate Roxanne Fiddler GEDCO David Chalfant Whitman-Walker Health Dennis Chyba Adcieo. A n effective multi-channel campaign allows you to place the constituent at the center of your strategy .

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Multi-Channel Campaigns

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  1. Multi-Channel Campaigns Presented by: Brittany Fowler Susan G. Komen, Maryland Affiliate Roxanne FiddlerGEDCO David ChalfantWhitman-Walker Health Dennis Chyba Adcieo

  2. An effective multi-channel campaign allows you to place the constituent at the center of your strategy

  3. Susan G. Komen – Maryland Affiliate

  4. Multi-Channel Outlets Email Direct Mail Media/Advertising Social Media Race Website Komen Maryland Website

  5. Campaigns • Race • All Channels • End-of-Year Giving • Direct Mail • Email • Komen Maryland Website • National Campaigns (overlap in our service area supporters) • Direct Mail • Emails

  6. Race Segmentations • Current participants • Past participants • Team Captains • Past Team Captains • Survivors • Donors

  7. Race Multi-Channel Tactics • Develop email communication strategy based on segmentation of file • Utilize Race site to house specific information through multiple tabs such as FAQ, Team Challenge, etc. • Provide templates for peer to peer fundraising channels • Utilize social media channels • Check data points often (emails sent, donations, etc.) and tweak plan as needed • Use source codes to capture results per channel • Offer donor channel preference – online vs. offline. • Set clear goals and align your plan to support these goals

  8. End of Year Appeal Tactics • Use multiple channels to increase response • We designed a print and email campaign that highlighted the need within the community for breast health services and focused on the son of a survivor • Mail piece went out in early December to a segment of offline donors • Email to corresponding segment of online donors • Three follow up emails counting down to Dec 31 • Donors who responded were removed from list • Message was modified to focus on tax benefits • A pop-up promotion window on Komen Maryland site

  9. An Added Element – The National Office • Komen National has their own marketing campaigns that go out nationally – meaning there is some overlap between local and National • Their campaigns consist mostly of direct mail pieces and emails • In order to differentiate us from National – we continually make sure that our templates and print materials are branded with Komen Maryland specific logos and info • We also try not to disseminate anything if we know it will coincide with something from National • We also make sure to highlight the donation breakdown that 75% of funds raised stay within the Komen Maryland service area and 25% is sent to National.

  10. GEDCO

  11. GEDCO Donor • Older Adults • Professionals • Retirees • Faith Based • Baltimore Natives • Volunteers Individuals • Member Organizations • Baltimore Based • Shared Vision • Personal Connection Corporations

  12. How does GEDCO reach it’s donors? • Direct Mail and Newsletters • Online Engagement • Events • Phone-A-Thon • Board Fundraising • Individual Calls

  13. Comparison of EOY Giving

  14. Why the Increase? • New donors • Higher gifts from current donors • Use of communications • Supported and framed final appeal • Personal look at residents and clients

  15. Whitman-Walker Health

  16. Neighbors in Need Campaign 11.3.12 “Never the wrong time to launch a good campaign.” Strong Message + Multi-Channel Approach = - Opportunity To Share Personal Stories- Increased Awareness - Increase In Funds Raised - Platform From Which To Launch Year End Campaigns

  17. Three Week “Mini” Campaign Bookended By Aids Walk Washington, Our Largest Fund Raiser And Thanksgiving Neighbors In Need Campaign Channels: Direct Mail Telemarketing Newsletter Paid Advertising* *Paid Advertising Leveraged To Entice Earned Media/Op-ed Relate Campaign To Current Issue And Sell Story To Local Print And Television Media Take Over Of Our Own Homepage To Drive Online Donations Blog Facebook

  18. + = 5% RESPONSE Letter From Chief Medical Officer Talking About His Patients With Lift Note From Executive Director Neighbors In Need Audience: 36 Month Active File 36 Month Lapsed Acquisition1.32% RESPONSE Lobby Visitors Grateful Patients 8.4% RESPONSE 6.1% RESPONSE

  19. Neighbors In Need Acknowledgment Utilized Year End Seasonal Card With Well Crafted Thank You And A Year End Soft Ask. End Of Year Campaign: Seasonal CardWith Neighbors In Need Theme Online 5.91% RESPONSE 4.5% RESPONSE

  20. Dennis Chyba - Adcieo Dennis.Chyba@adcieo.com Brittany Fowler – Komen Maryland bfowler@komenmd.org Roxanne Fiddler – GEDCO rfiddler@gedco.org David Chalfant – Whitman-Walker Health dchalfant@whitman-walker.org

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