Integrated Direct Response: Basics From the On and Offline Sides of the Marketing Aisle
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The document presents a webinar focused on improving integration between offline and online marketing strategies in nonprofit organizations, featuring speakers from the American Heart Association. It discusses common misunderstandings and misalignments, emphasizing a shared goal and mutual respect for each role's contributions. Key recommendations include establishing clear value propositions, developing shared metrics, and mapping donor experiences across channels to foster collaboration and enhance fundraising outcomes.
Integrated Direct Response: Basics From the On and Offline Sides of the Marketing Aisle
- 1. Integrated Direct Response Basics February 20, 2015 | 11am – 12pm Eastern Speakers: Andrew Magnuson & Sherry Minton Thank you to our session sponsor:
- 2. SPEAKERS Andrew Magnuson, Director – Digital Fundraising, American Heart Association Sherry Minton, Director – Direct Response, American Heart Association
- 3. Let us know what you’re thinking! • Ask questions at any time by typing them into the Chat window within GoToWebinar and pressing Send
- 4. Agenda • Have a better understanding of the goals, roles, and motivations guiding each “side of the “house”. • Be able to identify the gaps in your own integrated direct response program • Understand the next steps needed in order to better integrate • Have greater empathy for the roles, strengths, and challenges of your cross- channel counterpart. At the end of this discussion, you will:
- 5. So, What’s the Problem? Years of misunderstanding, organizational misalignment, and mistrust have made it hard for offline and online marketers to play well together. Why? “Online Gal just wants to try shiny new things.” “It doesn’t raise that much money in the scheme of things” “Online is focused on style over substance” “Lack of sophistication” “Doesn’t understand what donors really want.” “It’s needs to be all about hard ROI” “Offline Guy is more focused on typeface than interesting engagement.” “Unwilling to try new things.” “Thinks I’m trying to steal their cheese.” “Doesn’t understand importance of engagement and cultivation.” “Offline Guys is just focused on ROI” “Doesn’t understand what donors really want” “It can’t just be about hard ROI”
- 6. A horse of a different color… Shared Goals • Focus on metrics, measurable results. • Challenged to acquire, retain, and upgrade donors. • Require a clear, compelling value proposition • Attempts to drive behavior towards a call-to- action • Iteration is king: need to constantly test and optimize Shared Challenges • Limited resources • Complicated data environment • Segregated infrastructure • Requirements to justify costs vs. results • Competition for donors’ attention and dollars …Is still pretty much a horse. 6
- 7. Role in this world Cost Efficacy of $’s Raised SEO/SEM Online Banners Retarge ting Email Appeal DM Appeal Telema rketing Major Giving Officer Prospecting DM Acquisi tion Conversion Print Banners
- 8. Can We Be Friends? 8 Organization are usually not aligned to best enable the partnership of Offline and Online. However, the biggest hurdles are usually self-imposed. What does it take to “Play Nice?” • Respect the role (and value) the other plays in your shared universe • Be open to learning from one another (and attend each other’s meetings!) • Have a shared goal • Respect each other’s strengths (and learn to exploit them) • Respect each other’s unique challenges • Understand YOUR shared key metric for both Online and Offline fundraising
- 9. What it means to “Integrate” • There is no single playbook for integration • Find the overlaps in audience focus on unified donor experience • Find the gaps in audience get out of the way • Coordinating segmentation is hard. We have to do it anyway. Highly Unified Mission & Audience Highly Complex Mission & Audience Clarity of Value Proposition Shared design + campaign assets Emphasis on timing Define Donor Experience Identify donor overlap Testing/Research Multiple Donor Types Suppression Segmentation Threshold/Upgrade Marketing Triage Resources Shared Priorities
- 10. What Success Looks Like The outcomes of a successful integration strategy should differ between organizations. However, they all have these in common: • Unity around “Core Value Proposition” • Consistent donor experience across all channels • Cross-channel metrics that inform success The experience in one channel informs and influences the donor experience in another channel. Example: Honor/Memorial Giving • We know their “orientation” starting data point & “persona” creation • Immediate online follow-up/thank you • Offline receipt, with longer thank-you (further explains donor impact) • Online stewardship, surveys, and insight to donor impact • “Close the sale” with offline direct response
- 11. Example: Project HOPE • Focused first on developing “Core Value Proposition” 105x leverage offer. • Became central theme of: • Direct Mail Appeals • Offline Newsletter • Online Newsletter • Email appeals • Homepage banner • General Giving form • Results: • DM up 30% • Online up 50% • Homepage bounce rates down 25% • Donation form conversion rates up 15% Offer development was “channel agnostic” and focused on core marketing principles that apply to all channels: • Instantly intuitive • Donor-centric • Provides line-of-sight to gift impact
- 12. Next Steps 1. Define your shared goal (conversion rate, retention rate, etc) 2. Articulate the very best donor experience you can imagine, and map these “touch points” across all channels 3. Develop shared assets along the conversion funnel 4. Figure out the segmentation or data gaps 5. Measure results intra-channel and cross-channel 6. Identify population segments based on behavior 7. Adjust tactical mix based on shared performance and cost metrics This all sounds great. But where should we start?
- 13. Continue the discussion! • The vision of the IMAB is to promote a discussion of the various successes and failures related to integrated marketing: understandings, trends, benefits and adoptions of integrated marketing activities within the nonprofit community. • Visit us at imabgroup.net today!