1. BUILDING "SURROUND SOUND" FUNDRAISING CAMPAIGNS THURSDAY, MARCH 5, 2015 #15NTC | #15NTCSURROUND

2. Building Surround Sound Fundraising Campaigns #15NTCsurround WHO WE ARE BRENNA HOLMES Vice President of Digital, Chapman Cubine Adams + Hussey ccah.com @CCAHdirect bholmes@ccah.com @bfholmes EMILY STEVENSON Online Fundraising Manager, Environmental Defense Fund edf.org @EnvDefenseFund estevenson@edf.org @EmilyAStevenson 2

3. Building Surround Sound Fundraising Campaigns #15NTCsurround COLLABORATION NOTES: HTTP://PO.ST/CJNT62 SESSION SHORT LINK: HTTP://SCHED.CO/1Z3J HTTP://PO.ST/CJNT62 HTTP://SCHED.CO/1Z3J DON’T FORGET ABOUT 3

4. Building Surround Sound Fundraising Campaigns #15NTCsurround WHAT IS “SURROUND SOUND”? Multi-touch Multimedia Multi-device Reaching Donors & Supporters Where THEY Consume Media 4

5. Building Surround Sound Fundraising Campaigns #15NTCsurround NO SUCH THING AS A SINGLE CHANNEL PERSON Americans consume approximately 15.5 hours of media day 5

6. Building Surround Sound Fundraising Campaigns #15NTCsurround 6

7. 3 W’S Who: Prospecting, Appeals, Renewals, Reinstates What & Where: Direct Mail Email Your Homepage Display Ads Search Facebook Ads Telemarketing & Auto-calls 7

8. Building Surround Sound Fundraising Campaigns #15NTCsurround 4TH W When: Timing is important! IMb Scan your DM packages Pre-In-Home/Post-In-Home Email, ads, calls TEST, TEST, TEST 8

9. Building Surround Sound Fundraising Campaigns #15NTCsurround TRACKING Source code all outbound contacts Use a URL builder like Google’sGoogle’s BUT remember, “white mail” still exists 9

10. Building Surround Sound Fundraising Campaigns #15NTCsurround FY15 EDF Year End Campaign DMEmailTMOverlay/WebOnline Ads Content Marketing 10 Multichannel Maximizes the Message & the Impact! Multichannel Maximizes the Message & the Impact!

11. Building Surround Sound Fundraising Campaigns #15NTCsurround MULTICHANNEL MAXIMIZES THE MESSAGE & THE IMPACT 11 Unique Contacts GiftsAVG Gift% Response FY15456,51022,978$99.585.03% FY14276,34318,220$97.746.59% Difference180,1674,758$1.84-1.56% 42% increase in net!

12. Building Surround Sound Fundraising Campaigns #15NTCsurround EDF FY15 YEAR END CAMPAIGN 2 waves of the direct mail series for Hi/Lo members in the traditional renewal track 3 waves of DM for the LTs and January Hi/Lo renewal track 1 mailing to Eco Partners 24 emails Telemarketing that started November 13 and lasted 6 ½ weeks Overlay homepage lightbox Social share images and blog posts Digital ads focused on increasing calendar year-end revenue from current, lapsed and prospective donors 12 The Year End appeal message focused the climate goals of the new Strategic Plan, Blueprint 2010.

13. Building Surround Sound Fundraising Campaigns #15NTCsurround 13 Creative in the right place for the right people

14. Building Surround Sound Fundraising Campaigns #15NTCsurround DIRECT MAIL CREATIVE 14 Raised $286K more than FY14 & Strong $93 AVG Gift Raised $286K more than FY14 & Strong $93 AVG Gift

15. Building Surround Sound Fundraising Campaigns #15NTCsurround DIRECT MAIL CREATIVE 15 Lift Note Test Life Cycle Johnson Box Test

16. Building Surround Sound Fundraising Campaigns #15NTCsurround DIRECT MAIL RESPONSE $274K in additional net in spite of the increased quantity this year. An unbudgeted 3 rd package was added as a last chance effort. This package generated over $187K in additional gross revenue! The Leadership Audience performed especially well with a 5.8% response, $344.49 average gift & $19,987 rev/M 16 # MailedResponse RateRev/MCost/Piece FY15327,7783.74%$3,478$.435 FY14264,3423.11%$3,215$.624 Difference62,436.63%$263-$.189

17. Building Surround Sound Fundraising Campaigns #15NTCsurround TELEMARKETING Call started November 13 and lasted 6 ½ weeks Fewer contacts in FY15 Telemarketing is an investment, but this campaign raised $29,986 more net than FY14 10,330 more gifts than FY14 $100+ segment had a 40% credit card rate & only cost $20 per contact 17

18. Building Surround Sound Fundraising Campaigns #15NTCsurround DIGITAL CREATIVE EMAIL & MORE! 18

19. Building Surround Sound Fundraising Campaigns #15NTCsurround EARLY BIRD 19

20. Building Surround Sound Fundraising Campaigns #15NTCsurround #GIVINGTUESDAY 20

21. Building Surround Sound Fundraising Campaigns #15NTCsurround #GIVINGTUESDAY 21

22. Building Surround Sound Fundraising Campaigns #15NTCsurround #GIVINGTUESDAY 22

23. Building Surround Sound Fundraising Campaigns #15NTCsurround #GIVINGTUESDAY 23

24. Building Surround Sound Fundraising Campaigns #15NTCsurround ONE-CLICK-ACTION + DONATE-AFTER-ACTION 24

25. Building Surround Sound Fundraising Campaigns #15NTCsurround ONE-CLICK-ACTION + DONATE-AFTER-ACTION 25

26. Building Surround Sound Fundraising Campaigns #15NTCsurround ONE-CLICK-ACTION + DONATE-AFTER-ACTION Traditional appeal won 2,607 unique constituents took a one-click alert Activity/preferences recorded 34 (1.3%) eventually donated to a year-end email 26

27. Building Surround Sound Fundraising Campaigns #15NTCsurround SUSTAINER APPEALS 27

28. Building Surround Sound Fundraising Campaigns #15NTCsurround 28 RENEWALS

29. Building Surround Sound Fundraising Campaigns #15NTCsurround 29 ACTION-TAKERS APPEAL

30. Building Surround Sound Fundraising Campaigns #15NTCsurround DECEMBER 31 30

31. Building Surround Sound Fundraising Campaigns #15NTCsurround DECEMBER 31 31

32. Building Surround Sound Fundraising Campaigns #15NTCsurround HOME PAGE OVERLAY 32

33. Building Surround Sound Fundraising Campaigns #15NTCsurround HOME PAGE NAV BAR TEST 33

34. Building Surround Sound Fundraising Campaigns #15NTCsurround FACEBOOK ADS - PROSPECTING 34

35. Building Surround Sound Fundraising Campaigns #15NTCsurround FACEBOOK ADS – HOUSE FILE 35

36. Building Surround Sound Fundraising Campaigns #15NTCsurround PARTNER EMAILS

37. Building Surround Sound Fundraising Campaigns #15NTCsurround DIRECT TO DONOR PROSPECTING

38. Building Surround Sound Fundraising Campaigns #15NTCsurround ONLINE REVENUE Overall revenue was up 17.9% over FY14 and broke all previous monthly and quarterly records. We converted 1,171 new online donors in the first week of December, a +109% increase over FY14. Another 3,608 new online donors were added in the final two weeks, comparable to FY14's 3,669 (-2%) – evidence that #GivingTuesday did not displace late-December revenue. New sustaining gifts increased monthly sustainer revenue by 17.3% over previous month. 38 December Revenue One-Time Gifts Avg One-Time Gift Sustaining Gifts Avg Sustaining Gift FY1510,169$114.354,064$18.92 FY1410,009$99.953,161$16.21 Difference1.6%14.4%28.6%16.7%

39. Building Surround Sound Fundraising Campaigns #15NTCsurround COLLABORATION NOTES: HTTP://PO.ST/CJNT62 SESSION SURVEY: HTTP://PO.ST/JMLQZJ HTTP://PO.ST/CJNT62 HTTP://PO.ST/JMLQZJ THANKS & DON’T FORGET! 39

40. Building Surround Sound Fundraising Campaigns #15NTCsurround CONTACT US BRENNA HOLMES Vice President of Digital, Chapman Cubine Adams + Hussey @CCAHdirect bholmes@ccah.com @bfholmes EMILY STEVENSON Online Fundraising Manager, Environmental Defense Fund @EnvDefenseFund estevenson@edf.org @EmilyAStevenson 40