Direct Marketing 201 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

Direct Marketing 201 ▸ ▸ Direct Mail ▸ Media/Advertising ▸ Social Media ▸ Race Website ▸ Komen Maryland Website Multi-Channel Outlets

Direct Marketing 201 ▸ Race ▸ All Channels ▸ End-of-Year Giving ▸ Direct Mail ▸ ▸ Komen Maryland Website ▸ National Campaigns (overlap in our service area supporters) ▸ Direct Mail ▸ s Campaigns

Direct Marketing 201  Current participants  Past participants  Team Captains  Past Team Captains  Survivors  Donors Race Segmentations

Direct Marketing 201 Develop 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 ( s 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 Race Multi-Channel Tactics

Direct Marketing 201 Use multiple channels to increase response We designed a print and 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 to corresponding segment of online donors Three follow up s 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 End of Year Appeal Tactics

Direct Marketing 201 ▸ 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 s ▸ 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. An Added Element – The National Office

Direct Marketing 201 GEDCO

Direct Marketing 201

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

Direct Marketing 201 How does GEDCO reach it’s donors ? Direct Mail and Newsletters Online Engagement Events Phone-A-Thon Board Fundraising Individual Calls

Direct Marketing 201 Comparison of EOY Giving

Direct Marketing 201 Why the Increase ?  New donors  Higher gifts from current donors  Use of communications  Supported and framed final appeal  Personal look at residents and clients

Direct Marketing 201 Whitman-Walker Health

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

Direct Marketing 201 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

Direct Marketing 201 Letter From Chief Medical Officer Talking About His Patients With Lift Note From Executive Director Neighbors In Need Audience: Active File o 36 Month Active File Lapsed o 36 Month Lapsed 1.32% RESPONSE o Acquisition 1.32% RESPONSE Lobby Visitors Grateful Patients 8.4% RESPONSE 6.1% RESPONSE += 5% RESPONSE

Direct Marketing 201 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 o Seasonal Card With Neighbors In Need Theme Online o Online 4.5% RESPONSE 5.91% RESPONSE

Direct Marketing 201 Dennis Chyba - Adcieo Brittany Fowler – Komen Maryland Roxanne Fiddler – GEDCO David Chalfant – Whitman-Walker Health