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Multi-Channel Campaigns
Presented by:
Brittany Fowler
Susan G. Komen, Maryland Affiliate
Roxanne Fiddler
GEDCO
David Chalfant
Whitman-Walker Health
Dennis Chyba
Adcieo
Direct Marketing 201
An effective multi-channel campaign allows you to place
the constituent at the center of your strategy
Direct Marketing 201
Susan G. Komen – Maryland Affiliate
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Multi-Channel Outlets
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Email
Direct Mail
Media/Advertising
Social Media
Race Website
Komen Maryland Website
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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
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Race Segmentations
 Current participants
 Past participants
 Team Captains
 Past Team Captains
 Survivors
 Donors
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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
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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
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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.
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GEDCO
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GEDCO Donor
Individuals
Corporations
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Older Adults
Professionals
Retirees
Faith Based
Baltimore Natives
Volunteers
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Member Organizations
Baltimore Based
Shared Vision
Personal Connection
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How does GEDCO reach it’s donors?
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Direct Mail and Newsletters
Online Engagement
Events
Phone-A-Thon
Board Fundraising
Individual Calls
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Comparison of EOY Giving
$160,000
$140,000
$120,000
Online
Donations
Appeal
Responses
ThanksGivin
g Tribute
$100,000
$80,000
$60,000
$40,000
$20,000
$0
EOY
2012
EOY
2011
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Why the Increase?
 New donors
 Higher gifts from current donors
 Use of communications
 Supported and framed final appeal
 Personal look at residents and clients
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Whitman-Walker Health
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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
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• 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
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• Letter From Chief Medical Officer Talking About His Patients With Lift
Note From Executive Director
• Neighbors In Need Audience:
o 36 Month Active File
+
=
5% RESPONSE
o 36 Month Lapsed
8.4% RESPONSE
6.1% RESPONSE
o Acquisition 1.32% RESPONSE
• Lobby Visitors
• Grateful Patients
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• Neighbors In Need Acknowledgment Utilized Year
End Seasonal Card With Well Crafted Thank You And
A Year End Soft Ask.
• End Of Year Campaign:
o Seasonal Card With Neighbors In Need Theme
5.91% RESPONSE
o
Online
4.5% RESPONSE
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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
Direct Marketing 201