ONLINE 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 Case study Maximizing offline media Questions

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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

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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.

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WHY IS MULTICHANNEL IMPORTANT?

Generation Group

Civilian Non-

institutional

Population

Work force

Population

% of group in work force

% of total work force

16-34 years (Millennial) 80,787 54,333 67% 35%35-49 years

(Gen X) 60,118 49,280 82% 32%50-69 years

(Baby Boom) 76,777 47,600 62% 31%

70+ years (Silent) 29,756 3,633 12% 2%

Generational convergence in the labor force

Source: U.S. Dept. Labor Bureau of Labor Statistics April 2014

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(Population in Thousands)

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.

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WHY INTEGRATE ONLINE WITH OFFLINE

Is this familiar in your organization?

Email Marketing

Direct mail Marketing

Website Marketing

Social /Mobile MarketingGift

Planning

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STRATEGIES TO THINK ABOUT Create consistent and integrated

message across all channels. Utilize the appropriate channels Create multiple touch points Know your target constituency

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ONLINE CHANNELS

Online Channels

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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)

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DEFINE GOALS FOR YOUR EMAIL CHANNEL Primary purpose is to identify

prospective GP donors - Generate leadsCultivation and stewardship toolAttain continuity between online your

offline strategiesCreate a heightened level of awareness

through repetition Build a sense of trust and credibility with

the donorProvide yet another opportunity to engage

the donor

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Mission and other

giving options

MESSAGE Segment content and your Audience

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Irrevocable gift

options

Giving/tax

solutions

Revocable gift

options

Responders Gate KeepersScored Donors

>65 Ages

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

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EMAIL PREHEADER USAGE

Preheader Space with CTA

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EMAIL CALL TO ACTION USAGE

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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 timeFor example, every Wednesday at 6am.

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WHY LEVERAGE PAID SEARCH?

Why take your marketing online?More cost efficient – cost per click modelReach new donorsDrive traffic to siteNimble testingAnother touch point to support offlineYour donors are online, so you should be,

too!

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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.

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QUALITY SCORE – KEY TO WHERE YOUR ADS APPEAR

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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

STRUCTURE & SET UP IMPORTANT TO A SUCCESSFUL CAMPAIGN

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1. Campaign

2. Ad Group

3. Keyword

Start/end dates, daily budget, target audience, geo-targeting

Titles & descriptions, max CPC bidsand destination URLs

Individual terms & phrases that a user might search for to find you

EXAMPLES OF AD GROUPS/KEYWORDS

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Ad Group KeywordKeyword Type

Wills/Bequests red cross charitable bequests BrandWills/Bequests red cross help with estate planning BrandWills/Bequests writing a will Non-BrandWills/Bequests will and estate planning Non-BrandCGAs red cross charitable gift annuity BrandCGAs red cross gift annuity rates BrandCGAs gift annuity calculator Non-BrandCGAs gift annuity to charity Non-BrandGeneral PG red cross planned giving Brand

General PGamerican red cross planned giving programs Brand

General PG what is planned giving Non-BrandGeneral PG end of life decisions Non-Brand

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

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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

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TitleDisplay URLDescription

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 rateKeywords

Deleting poorly-performing keywords Adding similar keywords to those that perform

highly

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UTILIZING GOOGLE GRANT

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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

LEVERAGING FACEBOOK Nonprofits who use Social media for fundraising &

communicating with their networks increase fundraising results up to 40% - 2013 Blackbaud Non-Profit Benchmark Study

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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

Target Interests Include Total Reach

Baby Boomers # baby boomer, #empty nest, #senior citizen

15,123,780

Interests #gardening,  #travel, #tennis, #golf course, #blood donation, #church,

46,931,240

Charity #charity (virtue), #charity (practice), #volunteering, #compassion, #civil society, #Humanitarianism, # humanitarian aid, #Missionary,

12,404,360

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LANDERS DEVELOPED FOR EACH AD GROUP TO CAPTURE LEADS

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REACHING NEW PROSPECTS 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

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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

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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).

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MAXIMIZING YOUR OFFLINE CHANNELS

Offline Channels

Brochures

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PRINT AND DIRECT MAIL OPPORTUNITIES

Create multiple touch points on printed materials. (i.e. web site URLs, phone, or email.)

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PRINT AND DIRECT MAIL OPPORTUNITIES

Include specific URLs in brochures for referencing more detailed information.

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PRINT AND DIRECT MAIL OPPORTUNITIES

Offer specific URLs to Landers in Direct mail campaigns.

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QUESTIONS

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THANK YOU

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