A Technology Odyssey toward Omnichannel Marketing NPPROTGC Nick Ellinger Vice President of Strategic Outreach Mothers Against Drunk Driving MADD POWERED BY Nick Ellinger MADD VP of Strategic Outreach ID: 217906
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POWERED BY:
A Technology Odyssey toward
Omnichannel
Marketing
#NPPROTGC
Nick
Ellinger
Vice President of Strategic Outreach Mothers Against Drunk Driving (MADD)Slide2
POWERED BY:
Nick Ellinger
MADD VP of Strategic Outreach469-420-4494
Nick.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
#NPPROTECH&GROWTHSlide3
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#NPPROTECH&GROWTH
How much an organization shows they know about you
HappinessSlide4
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Could no longer afford
Others more deserving
Poor service or communication
DeathNever got thankedNo memory of supporting
No info on how $ was usedThought charity didn’t need them
Hat tip to
Professor Adrian Sargeant
Reasons for leaving an organization
#NPPROTECH&GROWTHSlide5
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The MADD conundrum
A little
diddy
‘bout Jack and DianeSlide6
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The Warp and Weft
#NPPROTECH&GROWTHSlide7
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Technology
#NPPROTECH&GROWTHSlide8
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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
#NPPROTECH&GROWTHSlide9
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 Were
We didn’t have the data
Member DB
Convio Part 1
DMI
Convio Part 2
Convio Part 3
iTransact
Offline field donation
Potential major donor
eTapestrySlide10
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Many databases
Total
of two people who caredNo staff
No technical supportNo 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
#NPPROTECH&GROWTH
One may be an unrealistic goalSlide12
Convio
DMI
Donor
Drive
Finance
Orange Leap
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#NPPROTECH&GROWTHSlide13
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Costs
New
wizbangs
Access to dataRight to be left alone
What if no one cares?
#NPPROTECH&GROWTH
It’s your job to make themSlide14
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Learn SQL
No staff or technical resources?
#NPPROTECH&GROWTH
Staff is for wimpsSlide15
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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 dataAnd don’t let anyone tell you otherwise
No, seriously
#NPPROTECH&GROWTH
Learn a little SQLSlide16
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Learn SQL
Combine easy ones first
Crowdsourcing and volunteers
Train your force multipliersBe serious about deduplication
No staff or technical resources?
#NPPROTECH&GROWTH
Staff is for wimpsSlide17
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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 rightsYou “belonged” to a local chapter
The successful failure of membership
#NPPROTECH&GROWTHSlide20
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2005-2010
Membership is free
But doesn’t have voting rights
The successful failure of membership
#NPPROTECH&GROWTHSlide21
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2011-2013
Membership is free but a direct mail only tactic
The successful failure of membership
#NPPROTECH&GROWTHSlide22
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2015 –
Omnichannel membership drive
Everyone is a membership
Everyone should have an opportunity to donateCommunicate out to all constituents
The successful failure of membership
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In approximate order:
Lightbox
Pre-email
Pre-voicemailMail cardTest of membership on donation form and symbolic ask amounts
Post-email #1
Cotargeting adsPost-email #2
Mail #2Phone callPost-email #3Mail #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 manySome have everyoneThey will tell you how to talk to them by word or deed
The mini-credos of
omnichannel
marketing#NPPROTECH&GROWTHSlide27
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W. W. V. I. L. D.
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#NPPROTECH&GROWTH
Mail
Email
Phone
Web
Events
Major GiftsEtc.JuliusRosa
Auric
Emilio
Ernst
Kananga
FranciscoSlide29
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#NPPROTECH&GROWTH
Julius
Rosa
Auric
Emilio
Ernst
KanangaFranciscoMailEmail
Phone
Web
Events
Major gifts
Etc.Slide30
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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)
#NPPROTECH&GROWTH
AcknowledgmentsSlide31
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Calendar and other tchotchkes
Matching gifts
Lapsed
Event conversion
Testing into multichannel
(into omnichannel)
#NPPROTECH&GROWTH
CampaignsSlide32
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Remarketing
Social media specific audiences
Cotargeting
Testing into multichannel
(into
omnichannel)
#NPPROTECH&GROWTH
Online stalkingSlide33
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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)#NPPROTECH&GROWTH
Tactic matchingSlide34
POWERED BY:
Nick Ellinger
MADD VP of Strategic Outreach
469-420-4494Nick.Ellinger@madd.org
#NPPROTECH&GROWTH