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
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
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
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