POWERED BY: THE CUTTING EDGE: Reaching Nonresponders, Neuro-marketing, and Embracing 21st Century Digital Tools to Maximize Engagement #NPPROTGC Bryan.

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Presentation transcript:

POWERED BY: THE CUTTING EDGE: Reaching Nonresponders, Neuro-marketing, and Embracing 21st Century Digital Tools to Maximize Engagement #NPPROTGC Bryan Cooley Direct Response Specialist Wounded Warrior Project Sarah Smith Manager of Direct Response Television Humane Society of the United States Michael Kelly Director of Communications Clean Water Action

Back to the Future: The Power of Direct Personal Contact in the Digital Age Michael Kelly, Director of communications Clean Water

Clean Water Action National organization, since 1972 Water Energy Environmental Health Making Democracy Work 1 million members concentrated in 20 states

The Past Door-to-Door Canvass – Member Recruitment/Organizing/Campaigns Telemarketing (in-house) – Member Cultivation/Renewal/Campaigns Cultivation Direct Mail: quarterly newsletter Fundraising Direct Mail (in-house): 6-8 projects per year (450,000 to 500,000 pieces)

The Present Door to door outreach Phone follow-up Cultivation Direct Mail Fundraising Direct Mail Welcome 1 to 2 weeks after joining Issue s: 2 to 8 per month, updates and actions Fundraising s: 1 to 2 per month Social Media: Facebook, Twitter, Instagram

The Future Door to door & street outreach with tablets/smartphones Other tech-based outreach/outreach partnerships Phone follow-up: within 3 months Cultivation & Fundraising Direct Mail Welcome within 24 hours of joining Issue s: 2 to 8 per month; surveys to segment list Fundraising s: 1 to 2 per month Social Media: Facebook, Twitter, Instagram Text Message campaigns: issue and fundraising Member Engagement: regular calls and in-person social events

Our Strategy Blend high intensity direct personal touches with use of technology-based touches Inspire action: educate, mobilize, fundraise Build greater affinity and engagement – Personal interactions – Peer-to-peer/personal networks – Social interactions (fun factor) Millenials are people too (people with technology) Opportunistic approach to new strategies and partnerships

Partnerships – SurveyMonkey 227,857 people taking surveys to benefit Clean Water $300,000 raised

Partnerships – We-Care.com/Sweeps4aCause

Partnerships – WeCare.com/Sweeps4aCause

Connecting People to the Issues – For prizes

Sweeps4aCause