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And other people willing to help.
Not a MajorFundraiser9.000 donators
Small awarenessIn Belgium
EXTREMELYMOTIVATED !
Increaseawareness
EngagePeople
Collect optins
ConvertNewDonors
Build aStory
Bring the story to life
Objectives
1- Brainstorm to write a story
Bisnode is buying 2 rabbits and sends them to Rwanda.
There, they become breeder rabbits, crossed with the local type.
The offspring is given to local population, where it continues reproducing, helping people building an economy (and giving them ultimately food).
We are also making a contest to
send 2 of our Permesso members to Rwanda as Ambassadors.
There, they will write blog articles during a week, to promote the work of Dzg/Vsf.
During the whole process, we try to engage people to give their opt-in.
Then prospects will be converted into clients with a Lead Nurturing process.
2- Slice it in chapters
Table of contentsIntroduction……………………………………….1Part 1 – Prospection StoryChapter I - Finding our Ambassadors…......2Chapter II - A name for the rabbits ………...3Chapter III – Rwanda, Day 1 ………………..4Chapter IV – Rwanda, Day 3 ………………..5Chapter V – Rwanda, Day 5 ………………..6Chapter VI – Rwanda, Day 7 ………………..7Part 2 – Lead Nurturing StoryChapter VII – June 2014 ………………………8Chapter VIII – July 2014 ………………………9Chapter IX – August 2014 ………..………….10Chapter X – September 2014 ………………..11Chapter XI – October 2014 ….……………….12Chapter XII – November 2014 ……………….13Chapter XIII – December 2014 ………………14Conclusion………………………………………….15
3- Transform them in a campaign calendar
Table of contents
Introduction……………………………………….1Part 1 – Prospection StoryChapter I - Finding our Ambassadors…......2Chapter II - A name for the rabbits ………...3Chapter III – Rwanda, Day 1 ………………..4Chapter IV – Rwanda, Day 3 ………………..5Chapter V – Rwanda, Day 5 ………………..6Chapter VI – Rwanda, Day 7 ………………..7Part 2 – Lead Nurturing StoryChapter VII – June 2014 ………………………8Chapter VIII – July 2014 ………………………9Chapter IX – August 2014 ………..………….10Chapter X – September 2014 ………………..11Chapter XI – October 2014 ….……………….12Chapter XII – November 2014 ……………….13Chapter XIII – December 2014 ………………14Conclusion………………………………………….15
Ambassadeurs Campaign
Newsletter June4 Articles Campaigns
Newsletter July Newsletter August Newsletter September
Newsletter October Newsletter November Newsletter December
Rabbits Campaign
4- Work your introduction…
Introduction
The KPIs
Number of Mail Openers…………………..Brand Awareness
Number of Mail Clickers………………..……….Website Traffic
Number of Optins……………………………..…..New Prospects
Amount of Gifts ……………………………………………………..ROI
---
Chapter I - Finding our Ambassadors
Sent
Openers
Clickers
Candidates
Optins
505.605 Permesso Members
70.533 (14%)
2.110 (3%)
237 (11%)
192 (81%)
Chapter II - A name for the rabbits
Sent
Openers
Clickers
Voters
Optins
505.605 Permesso Members
70.533 (14%)
2.110 (3%)
237 (11%)
192 (81%)
70.533 Openers of Chapter I
45.141 (64%)
2.638 (6%)
746 (28%)
598 (80%)
Test Segment: 8%
Chapter III to VI - A trip to Rwanda
Day 1 Day 3
Sent: 45.088
View: 35.419(78.56%)
Click: 677(1,91%)
Sent: 31.966
View: 28.799(90.10%)
Click: 475(1,65%)
Chapter III to VI - A trip to Rwanda
Day 1 Day 5Day 3
Sent: 45.088
View: 35.419(78.56%)
Click: 677(1,91%)
Sent: 31.966
View: 28.799(90.10%)
Click: 475(1,65%)
Sent: 26.938
View: 24.773(91.96%)
Click: 270(1,09%)
Chapter III to VI - A trip to Rwanda
Day 1 Day 7Day 5Day 3
Sent: 45.088
View: 35.419(78.56%)
Click: 677(1,91%)
Sent: 31.966
View: 28.799(90.10%)
Click: 475(1,65%)
Sent: 26.938
View: 24.773(91.96%)
Click: 270(1,09%)
Sent: 23.414
View: 21.747(92.88%)
Click: 177(0,80%)
Final Results
283.117 impressions (73.064 unique person)= 1/92 active belgian
7.372 Clicks (5.645 unique person)
Optin database: doubled
Gifts= ¼ Budget spent
Rate Calculation
0,001€ / impressionGifts= ¼ Budget spent
10,75€ / opt-in(sector benchmark= 9€ / opt-in)
Only!
Client SideOn the period February-September
Business as usual
Communication on our story
No increase in marketing budget
Final Results (Client Side)On the period February-September
+8,9% compared to 2013
+1,5% compared to 2013
Final Results (Client Side)On the period February-September
+18,3% compared to 2013
+19,8% compared to 2013!
SUCCESS!
New Donor that received & opened one mail gave 14%
more.
Key Take AwaysOnline Storytelling
Engage People
Has a positive ROI
Has positive impact on recruitment
Helps identify Interest & level of interest
Extra Data for your CRM