powered by: a technology odyssey toward omnichannel marketing #npprotgc nick ellinger vice president...

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A Technology Odyssey toward Omnichannel Marketing

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Nick EllingerVice President of Strategic Outreach Mothers Against Drunk Driving (MADD)

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Nick EllingerMADD VP of Strategic Outreach

469-420-4494Nick.Ellinger@madd.org

Twitter: @nickellingerLinkedIn: https://

www.linkedin.com/pub/nicholas-ellinger/0/556/9a4Instagram: none. My picture is a waste of bandwidth.

A Technology Odyssey toward Omnichannel Marketing

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How much an organization shows they know about you

Hap

pine

ss

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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 toProfessor Adrian Sargeant

Reasons for leaving an organization

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The MADD conundrumA little diddy ‘bout Jack and Diane

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The Warp and Weft

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Technology

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Not having it Not having it together Not being able to get at it Not using it to maximum advantage

Levels of data problem

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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 WereWe didn’t have the data Member DB

Convio Part 1

DMI

Convio Part 2

Convio Part 3iTransact

Offline field donation

Potential major donor

eTapestry

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Many databases Total of two people who cared No staff No technical support No budget

Challenges

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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

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One may be an unrealistic goal

Convio

DMI

DonorDrive

Finance

Orange Leap

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Costs New wizbangs Access to data Right to be left alone

What if no one cares?

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It’s your job to make them

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Learn SQL

No staff or technical resources?

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Staff is for wimps

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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

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Learn a little SQL

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Learn SQL Combine easy ones first Crowdsourcing and volunteers Train your force multipliers Be serious about deduplication

No staff or technical resources?

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Staff is for wimps

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Each database costs something As you absorb databases, make

sure you absorb the budget (or “budget”)

Grantors Proving out ROI

No budget?

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The prisons we create for ourselves

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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

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2005-2010

Membership is free But doesn’t have voting rights

The successful failure of membership

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2011-2013

Membership is free but a direct mail only tactic

The successful failure of membership

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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

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In approximate order: Lightbox Pre-email Pre-voicemail Mail card Test of membership on

donation form and symbolic ask amounts

Post-email #1 Cotargeting ads Post-email #2

Mail #2

Phone call Post-email #3 Mail #3 Mail #4 Telemarketing follow-up Mail #5 Remail of member card –

maybe you missed it? Email follow-up on new

card

The successful failure of membership

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The successful failure of membership

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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

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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

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W. W. V. I. L. D.

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Mail Email Phone Web Events Major Gifts Etc.

Julius

Rosa

Auric

Emilio

Ernst

Kananga

Francisco

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Julius Rosa Auric Emilio Ernst Kananga Francisco

Mail

Email

Phone

Web

Events

Major gifts

Etc.

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Automatically emailing your offline donors for whom you have emails

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)

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Acknowledgments

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Calendar and other tchotchkes Matching gifts Lapsed Event conversion

Testing into multichannel(into omnichannel)

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Campaigns

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Remarketing Social media specific audiences Cotargeting

Testing into multichannel(into omnichannel)

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Online stalking

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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)

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Tactic matching

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Nick EllingerMADD VP of Strategic Outreach

469-420-4494Nick.Ellinger@madd.org

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