POWERED BY: A Technology Odyssey toward Omnichannel Marketing #NPPROTGC Nick Ellinger Vice President of Strategic Outreach Mothers Against Drunk Driving (MADD)

POWERED BY: Nick Ellinger MADD VP of Strategic Outreach LinkedIn: ellinger/0/556/9a4https:// ellinger/0/556/9a4 Instagram: none. My picture is a waste of bandwidth. A Technology Odyssey toward Omnichannel Marketing #NPPROTECH&GROWTH

POWERED BY: #NPPROTECH&GROWTH How much an organization shows they know about you Happiness

POWERED BY:  Could no longer afford  Others more deserving  Poor service or communication  Death  Never got thanked  No memory of supporting  No info on how $ was used  Thought charity didn’t need them Hat tip to Professor Adrian Sargeant Reasons for leaving an organization #NPPROTECH&GROWTH

POWERED BY: The MADD conundrum A little diddy ‘bout Jack and Diane

POWERED BY: The Warp and Weft #NPPROTECH&GROWTH

POWERED BY: Technology #NPPROTECH&GROWTH

POWERED BY:  Not having it  Not having it together  Not being able to get at it  Not using it to maximum advantage Levels of data problem #NPPROTECH&GROWTH

MADD volunteer MADD member Victim/Survivor Direct mail donation Online NO donation Online field donation Online walk donation Action alert E-newsletter MADDvocate Direct mail Consumer TM Magazine purchase The Way We Were We didn’t have the data Member DB Convio Part 1 DMI Convio Part 2 Convio Part 3 iTransact Offline field donation Potential major donor eTapestry

POWERED BY:  Many databases  Total of two people who cared  No staff  No technical support  No budget Challenges #NPPROTECH&GROWTH

POWERED BY:  What is each database’s unique purpose that something else can’t do?  If it doesn’t have one, merge it  If it does, sync it Many databases problem #NPPROTECH&GROWTH One may be an unrealistic goal

Convio DMI Donor Drive Finance Orange Leap POWERED BY: #NPPROTECH&GROWTH

POWERED BY:  Costs  New wizbangs  Access to data  Right to be left alone What if no one cares? #NPPROTECH&GROWTH It’s your job to make them

POWERED BY:  Learn SQL No staff or technical resources? #NPPROTECH&GROWTH Staff is for wimps

POWERED BY:  Anything that is one to one is in the same table  Anything that is many to one or one to many are in separate tables  Separate tables are combined by a key  If there is a key that connects two fields, you can get the data  And don’t let anyone tell you otherwise No, seriously #NPPROTECH&GROWTH Learn a little SQL

POWERED BY:  Learn SQL  Combine easy ones first  Crowdsourcing and volunteers  Train your force multipliers  Be serious about deduplication No staff or technical resources? #NPPROTECH&GROWTH Staff is for wimps

POWERED BY:  Each database costs something  As you absorb databases, make sure you absorb the budget (or “budget”)  Grantors  Proving out ROI No budget? #NPPROTECH&GROWTH

POWERED BY: The prisons we create for ourselves #NPPROTECH&GROWTH

POWERED BY: 1980s-2005ish  Paid membership; victims are free  Membership can be bought for lifetime  Members have voting rights  You “belonged” to a local chapter The successful failure of membership #NPPROTECH&GROWTH

POWERED BY:  Membership is free  But doesn’t have voting rights The successful failure of membership #NPPROTECH&GROWTH

POWERED BY:  Membership is free but a direct mail only tactic The successful failure of membership #NPPROTECH&GROWTH

POWERED BY: 2015 – Omnichannel membership drive  Everyone is a membership  Everyone should have an opportunity to donate  Communicate out to all constituents The successful failure of membership #NPPROTECH&GROWTH

POWERED BY: In approximate order:  Lightbox  Pre-  Pre-voic  Mail card  Test of membership on donation form and symbolic ask amounts  Post- #1  Cotargeting ads  Post- #2  Mail #2  Phone call  Post- #3  Mail #3  Mail #4  Telemarketing follow-up  Mail #5  R of member card – maybe you missed it?  follow-up on new card The successful failure of membership #NPPROTECH&GROWTH

POWERED BY: The successful failure of membership #NPPROTECH&GROWTH

POWERED BY:  Communications did really well financially  Apologies are a great way to build relationships and gather data  Highlighted need to upload all the data you have  Highlighted need of communications with vendors The successful failure of membership #NPPROTECH&GROWTH

POWERED BY:  Initiation is important, but should not be destiny  Communication methods  Everyone has some  Many have many  Some have everyone  They will tell you how to talk to them by word or deed The mini-credos of omnichannel marketing #NPPROTECH&GROWTH

POWERED BY: W. W. V. I. L. D. #NPPROTECH&GROWTH

POWERED BY: #NPPROTECH&GROWTH Mail PhoneWebEventsMajor GiftsEtc. Julius Rosa Auric Emilio Ernst Kananga Francisco

POWERED BY: #NPPROTECH&GROWTH JuliusRosaAuricEmilioErnstKanangaFrancisco Mail Phone Web Events Major gifts Etc.

POWERED BY:  Automatically ing your offline donors for whom you have s  Welcome package offline and online for new online donors  Outbound voice mail for DM, TM pledges, and online gifts  Text? Testing into multichannel (into omnichannel) #NPPROTECH&GROWTH Acknowledgments

POWERED BY:  Calendar and other tchotchkes  Matching gifts  Lapsed  Event conversion Testing into multichannel (into omnichannel) #NPPROTECH&GROWTH Campaigns

POWERED BY:  Remarketing  Social media specific audiences  Cotargeting Testing into multichannel (into omnichannel) #NPPROTECH&GROWTH Online stalking

POWERED BY:  Advocacy mail pieces to online advocates  Member cards to local supporters and volunteers  Victim pieces to victims and survivors  Similar asks, donations, amounts Testing into multichannel (into omnichannel) #NPPROTECH&GROWTH Tactic matching

POWERED BY: Nick Ellinger MADD VP of Strategic Outreach #NPPROTECH&GROWTH