Anatomy of a Donation

CampaignRAVEN5 Contest Marketing Process

Date Prepared: October 24, 2014

Contest Marketing for Donation Campaigns

• The primary objectives of contest marketing programs are to build and expand

your email database and to increase your social currency (the extent to which

people share a brand or information about a brand as part of their everyday social

lives). Building Facebook “Likes” and sharing is a specific primary objective.

• 5 distinct types of campaigns can be run, each one tailored to a client’s needs.

They can be Contest and/or Coupon(s), as well as e-commerce campaigns for

Donations, Products or Tickets.

• A standard campaign runs 6 months, driven by email a minimum 3 times (once

monthly) to the same list. Given the average email open rates are between 12-17%,

this ensures maximum reach within an email list.

• Social Sharing is a pivotal component of the contest marketing process. Participants

are given the opportunity to share via Social Media Platforms Facebook, Twitter,

LinkedIn, Google+ as well as friend-to-friend email sharing.

Campaign Steps - Summary

1. Email Driver or Social Driver 2. Contest Microsite (Opt-in)

3. Donation Form 4. Share 5. Thank you 6. Exit link

*Patented Personalized URL Technology auto fills the required input boxes with the available information.

The potential donor is presented an appealing

message, which they must validate by Opting-

in. This allows you to interact with your

prospects while qualifying those interested in

your brand and/or offer.

This offer may be a prize or prizes, a coupon, or

both. The prize should be relevant to your brand

and service/product. The offer should be strong

enough to cause prospects to take action. Keep

in mind an offer will be extended far beyond

your original list. In the instance of Craft Beer

Zone’s contest, a chance to win a Weber BBQ

is presented if the viewer simply votes for their

favourite craft beer.

A personalized email (with a PURL) drives

traffic to the donation microsite.

Email Driver

The email takes our prospect

directly to the contest microsite,

which explains the offer from the

email in detail. We provide form

fields for collecting data. In the

instance of the purl link

(personalized URL), these

fields will be pre-populated

with as much information as is

available from the supplied

mailing list. The entrant simply

needs to confirm the information

is correct, and that they’ve read

the Contest Details and Privacy

Policy. In Canada this assists in

building a CASL compliant list.

Microsite – Opt-in

Keep in mind that Opt-ins range from 40-60% when

using purls, and approximately 10-25% without.

(Offer dependent)

The survey is a great opportunity to learn more about those who are interested in your

brand or product. You may ask as many multiple choice or single-choice questions as

you’d like, however 3 questions are recommended (and no more than 5), to retain the

entrant’s interest and promote completion of the process.

Microsite – Survey

Donors are given the opportunity to share the offer in 5 ways: via Facebook, Twitter,

LinkedIn, Google+ or by email. A standard image and short text message accompany

each share. This is one ‘generation’ of sharing. If you’ve shared with a friend, and that

friends has then shared with another friend, this is two generations of sharing. Multiple

generation of sharing is a great indicator that your offer is compelling, and people are

engaged with your brand and offer.

Microsite – Share

Facebook Share Twitter Share

The final step is a personalized ‘Thank You’ to the donor. There is an option to include a

‘Handoff’ link to a destination outside the microsite (as an example – ‘your homepage’). If

a Facebook page exists, an official ‘Like’ button is embedded to increase your fan count

and social reach.

Microsite – Thank You

Clients receive a monthly report detailing activity and Opt-ins on the microsite, as well as

any survey results. Additionally, email deployment and social media activity reports are

provided. For data accuracy we all sites are tracked using Google Analytics.

Reporting

Opt-in results Transaction Results

1. Send Email/Post to Social

2. PURL Link (Personal URL)

3. Land on microsite

4. Fill out validation form

5. Fill out donation form

6. Answer survey questions

7. Share via email, Facebook, Twitter, LinkedIn, Google+

8. Visit advertiser’s site

Process SummaryProcess Recap

We understand the need for donation for not-for-profit companies and realize that the

operating costs alone are difficult for many. We offer a simple fee based solution based on

campaign earnings. (based upon a 6 month campaign). Please review our chart below.

Our standard offering includes:

6 months

6 emails

100,000 sent/month

600,000 sent/total

Contest Microsite

Analytics reporting

Facebook Tab

Survey

Coupon(s)

*Additional email deployments on list supplied at $0.01 per subscriber/per deployment.

Process SummaryPricing

We’re experts in Contests, Sweepstakes & Promotions. Incentive

styled marketing solutions using email, social media and advertising

techniques that build digital communities, engage consumers and

deliver a targeted response.

Features

Build awareness

Grow your followers

Generate leads

Gather user data

Distribute coupons

We are Contest Marketing

Benefits

Develop brand loyalty

Build your brand

Find new customers

Learn about consumers

Increase sales