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O nline Lead Generation that Complements Your Offline Efforts

O nline Lead Generation that Complements Your Offline Efforts . Richard Reider, Program Manager , American Red Cross Rachael Strang, Account Executive, BKV. Today’s Agenda. Importance of online channels Multi-channel strategy Email channel Search engine & Social media advertising

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O nline Lead Generation that Complements Your Offline Efforts

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  1. Online Lead Generation that Complements Your Offline Efforts Richard Reider, Program Manager, American Red Cross Rachael Strang, Account Executive, BKV

  2. Today’s Agenda • Importance of online channels • Multi-channel strategy • Email channel • Search engine & Social media advertising • Case study • Maximizing offline media • Questions

  3. Multichannel what is it? • It is the practice of using multiple channels to reach constituents. • Multi-channel marketing lets the user decide, giving them a choice. Brochures

  4. Why is Multichannel important? • Huge assortment of marketing channels means that your potential donors could anywhere – and you need to be where they are. • As the number of potential marketing channels grows even further (and it will), designing multi-channel marketing campaigns will continue to be key for reigning in constituents.

  5. Why is Multichannel important? • Generational convergence in the labor force Source: U.S. Dept. Labor Bureau of Labor Statistics April 2014 (Population in Thousands)

  6. Why is Multichannel important? • Approx. every 8.5 seconds another person from the largest generation in population size turns age 50 this year. • We are on the leading edge of the “Baby Boom” retirement. • The leading edge of Generation X will begin to turn age 50 next year.

  7. Why integrate online with offline Is this familiar in your organization? Email Marketing Direct mail Marketing Website Marketing Social /Mobile Marketing Gift Planning

  8. Strategies to think About • Create consistent and integrated message across all channels. • Utilize the appropriate channels • Create multiple touch points • Know your target constituency

  9. Online Channels Online Channels

  10. Why Email Is Essential In Multichannel Strategies? • Email marketing maximizes constituency reach and frequency with minimal impact on marketing budget. • Email is simple and quick to create and deploy • It is personal and easily customizable • Emails are Action oriented and Measurable • Emails are global • 91% of people check there email everyday. Approx. 2.46 billion email users. (Source: Exact Target)

  11. Define Goals For Your Email Channel • Primary purpose is to identify prospective GP donors - Generate leads • Cultivation and stewardship tool • Attain continuity between online your offline strategies • Create a heightened level of awareness through repetition • Build a sense of trust and credibility with the donor • Provide yet another opportunity to engage the donor

  12. Message • Segment content and your Audience Scored Donors Responders Gate Keepers >65 Ages Mission and other giving options Revocable gift options Irrevocable gift options Giving/tax solutions

  13. Email best PRactices • Design Elements • Trustworthy recognizable From: name • Subject lines that attract attention - timely, useful, specific • Take advantage of the Preheader area • Include your most interesting content at the top • Streamline the content • Clear CTA and Hyperlinks should be bold, blue and underlined • Every email should have unsubscribe link • Incorporate design elements for mature eyes. • Large, Easy to read fonts (No difficult scripting) • Responsive formats to optimize for the user’s platform (i.e. Mobile, desktop, tablet) • Symmetry between email and Landers for recognition

  14. Email PreHeader Usage Preheader Space with CTA

  15. Email Call to Action USAGE

  16. Email best PRactices • Timing Essential • Coordinate online flight schedule with offline schedule • Maximize the surround sound effect of message • Weekends = Increased Open and Click thru rate • 14% of all opens and clicks on a mobile device occurred from 6 a.m. to 8 a.m. The second-biggest peak, at 12% share, occurred between 6 p.m. and 8 p.m. (Source: TailoredMail) • On time every time For example, every Wednesday at 6am.

  17. Why Leverage Paid Search? • Why take your marketing online? • More cost efficient – cost per click model • Reach new donors • Drive traffic to site • Nimble testing • Another touch point to support offline • Your donors are online, so you should be, too!

  18. How Paid Search Works • User goes onto the web and searches keyword(s) on a search engine • Depending on your bid, your ad/link to your lander will be displayed somewhere in the sponsored link section.

  19. Quality Score – key to where your ads appear • Bid – highest bid does NOT guarantee top placement • Title & Description – higher click-through rate = better QS • Landing Page – the more relevant the lander, the better your QS

  20. Structure & Set Up Important to a Successful Campaign Start/end dates, daily budget, target audience, geo-targeting • Titles & descriptions, max CPC bids • and destination URLs Individual terms & phrases that a user might search for to find you

  21. Examples of Ad Groups/Keywords

  22. Keyword Match Types • Broad • Matches all possible combinations to any words within the query • EX: Charitable Gift Annuity = Charitable Gift Arrangements • Phrase • Triggers your ad only when the query includes your keyword in the exact sequence that you specify • EX: Charitable Gift Annuity = Charitable Gift Annuity Rates • Exact • Triggers ad only when the query contains the keyword exactly as you typed it • EX: Charitable Gift Annuity = Charitable Gift Annuity

  23. Titles & Descriptions - ads users see in sponsored listings • Strict character limitations based on the search engine • Set up at the Ad Group level, provides ability to create targeted messages to individual Ad Groups • Test 2-3 T&Ds to determine the best messaging based on CTR and conversion rate Title Display URL Description

  24. Optimizations to improve success metrics • Factors to optimize for in Paid Search: • Bid • Increasing or decreasing position of the ad • Titles & Descriptions • Testing a variety of messages to determine the best CTR and conversion rate • Keywords • Deleting poorly-performing keywords • Adding similar keywords to those that perform highly

  25. Utilizing Google grant • 501(c)(3) organizations can receive free search advertising on Google. • A daily budget set to $329 USD (about $10,000/mo) • A maximum cost-per-click (CPC) limit of $2.00 USD • Only run text ads • Due to bid limits, Grant is best used as just a part of your paid search strategy

  26. Leveraging Facebook • Nonprofits who use Social media for fundraising & communicating with their networksincrease fundraising results up to 40% - 2013 Blackbaud Non-Profit Benchmark Study

  27. Leveraging Facebook • Allows for tight-targeting: age, interests, charitable affiliations, etc. • Runs on CPC model – pay only for click throughs • Good way to buy a lot of impressions for a low cost • Awareness value even if conversions may be low

  28. Landers developed for each ad group to capture leads

  29. Reaching newprospects through online channels • Situation: Looking to reach new prospects beyond the donor database, while keeping costs at or below those for direct mail • Solution: Developed an online campaign using tightly-targeted keywords in Paid Search and targets in Facebook to generate leads for various topics in Planned Giving. • As part of the campaign, a DR-focused set of landing pages was developed for the respective traffic

  30. Digital CPL cut by an average of 75% compared to mail • Results: Going online was a great channel for reaching NEW prospects within the program’s target demo • After performing a matchback analysis, we found vast majority of the leads we drive from online efforts were indeed new to ARC

  31. Where we go from here • Recommendations for next campaign: • Not part of donor base, so what’s the strategy for moving forward (not donors as far as we can tell), how do we move them down the funnel. Retargeting, going back to those who don’t convert (opps for those that go to page and don’t convert).

  32. Maximizing your Offline Channels Offline Channels Brochures

  33. Print and Direct Mail Opportunities • Create multiple touch points on printed materials. (i.e. web site URLs, phone, or email.)

  34. Print and Direct Mail Opportunities • Include specific URLs in brochures for referencing more detailed information.

  35. Print and Direct Mail Opportunities • Offer specific URLs to Landers in Direct mail campaigns.

  36. Questions

  37. Thank you

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