Integrated Marketing Case Study:
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1 Integrated Marketing Case Study: African Wildlife Foundation Match September 30, 2014
2 GENERAL OVERVIEW
3 Client Background The African Wildlife Foundation (AWF) is the leading international conservation organization focused solely on Africa. For over 50 years, they have worked to ensure the wildlife and wild lands of Africa will endure forever. Currently leading a global effort to fight the poaching crisis through programs designed to: Stop the killing Stop the trafficking Stop the demand
4 Our Partnership In 2012, the African Wildlife Foundation (AWF) came to Sanky looking to turn around a program with declining revenue and substantial donor loss. With strong cross-channel integration and strategic investments, revenue grew 23% in the 1 st year and 15% in the 2 nd.
5 Program Overview AWF s membership program consists of: Integrated direct mail/online special appeal campaigns Quarterly printed newsletters & monthly e-newsletters Regular cultivation s Annual wildlife calendar Annual online/offline membership appeals 4 direct mail acquisitions Petition-based online acquisition with conversion series Telemarketing Facebook advertising Search engine marketing (SEM)
6 Campaign Overview Objective: Use a $50k matching gift to increase spring giving, convert Facebook and web traffic, and maximize revenue from newly-acquired Care2 names. Online deadline was 5/16, Endangered Species Day (no deadline for DM). This campaign was their 1st match outside of Dec. Audience: 27,000 offline donors 67,000 online constituents 150,000 Facebook likes Care2 web traffic
7 Campaign Overview Components: Interactive campaign microsite 2 cultivation s 4 appeals Direct mail insert Social media Care2 acquisition tie-ins
8 Campaign Schedule Phase 1 Phase 2 Goal: Cultivation Fundraising Dates: 4/24-4/30 5/1-5/16 2 Cultivation s 3 Appeals Mail - Renewal with Insert Web Homepage & Interior Pages Homepage & Interior Pages Facebook Cover Image, Promoted & Organic Posts Cover Image, Promoted & Organic Posts Twitter Cover Image, Tweets Cover Image, Tweets Google+ Cover Image, Posts Cover Image, Posts Care2 - Daily Action
9 Campaign Schedule /Mail Plan: Thursday 4/24, Cultivation 1 Tuesday 4/29, Cultivation 2 Thursday 5/1, Appeal 1 Thursday 5/8, Appeal 2 Tuesday 5/13, Appeal 2 Resend Friday 5/16, Deadline Postcard Mail Plan: Monday 5/12, Renewal with Insert
10 Campaign Schedule - Social Facebook Posts Post Total Reach Organic Reach Paid Reach 4/25/14 9:00 AM Microsite Link w/ Photo 18,168 18,168-5/2/14 11:36 AM Donate Link 200,128 14, ,408 5/6/14 10:32 AM Donate Link w/ Photo 283, , ,824 5/9/14 9:22 AM Donate Link w/ Photo 390, , ,904 5/13/14 9:31 AM Donate Link w/ Photo 337, , ,288 5/16/14 5:00 AM Donate Link w/ Photo 173, ,704 36,928
11 Social Trends
12 PHASE 1 - CULTIVATION
13 Interactive Online Microsite bit.ly/modernpoaching
14 Interactive Online Microsite
15 Cultivation s
16 Web & Social
17 Phase 1 Results Microsite 17,321 unique pageviews 1: 17% open and 3.34% click-through rate 2: 13% open and 2.04% click-through rate Facebook: 4 posts 593k total reach (360k paid) 27k engaged users
18 PHASE 2 - FUNDRAISING
19 Appeals
20 Direct Mail Insert
21 Web & Social
22 Care2 Daily Action
23 Phase 2 Results Appeal 1: 0.15% response rate, $26 avg. gift Appeal 2: 0.11% response, $52 avg. gift Appeal 2 Resend: 0.15% response, $109 avg. gift Appeal 3: 0.12% response, $49 avg. gift Direct Mail: 3.58% response rate, $43 avg. gift Facebook: 3 posts, 901k reach, 63k engaged users Care2: Daily Action to microsite: 4,660 clicks, 11 gifts
24 OVERALL RESULTS
25 Online Results Traffic to Microsite Online Gifts
26 Overall Results $49,904 Direct mail: $41,500 Facebook: $6,327 Web: $3,262 Care2: $312
27 Key Takeaways Taking the time to develop engaging cultivation pieces pays off in the short and long term. Match messaging is effective even outside of December. Using a match deadline online but not offline works best to lift response on both channels. Investment in building an engaged Facebook audience creates a strong base for future fundraising efforts. Future channels for investment: Telemarketing? Chaperoned s? Twitter?
28 Thank you! Laura Cole Paul Habig
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