Effectively Manage Your Multi-Channel Campaigns
In an increasingly digital era, direct mail still thrives! Why? Because the mail catches the attention more effectively of almost every household, unlike emails which can be easily ignored, social media and internet ads which can easily be overlooked, and text messaging which can be deleted without a glance. Direct mail will, in almost every case, be at least acknowledged and often opened. That’s not to say that digital marketing isn’t also extremely effective, it is! But these various channels are valuable in different ways. The best strategy can sometimes be to leverage them to work in concert to achieve even better results.
Did you know on average it takes seven touch points to inspire action? Integrated messaging is a great strategy which can amplify your messaging and increasing your opportunities with additional layers of touch points. All of those layers can work together to move a person to take that step and join in your journey towards making the world a better place with their donation.
This month we will be looking at a few things to remember when you are setting up and running a multi-channel campaign.
- Plan in Advance. The easiest way to set up your campaign for success, is to make sure that you are designing your campaign with multi-channel in mind. This may mean that you need to have your digital and direct mail teams actively working together to brainstorm ideas that will work for both types of campaigns. Ensure that the final campaign has a cohesive message that will reach both types of donors. Your art department, copy writers, strategists and even your implementation teams (from direct mail production to digital creators) need to all be working in the same direction to create brand recognition and cross channel touchpoints which lift the results of all of the efforts.
- Timing is everything. Coordinate your campaigns carefully. Make sure you understand not just the production schedules of the mail but also the post-production schedules. When will the bulk of the mail be hitting homes? How long will it take for the mail to hit all areas of the country? Is the digital campaign better run at the same time as the mail, slightly before or slightly after the mail hits? A great campaign can easily fail if the timing is not right.
- Track your success. Do you have a system for measuring the impact of the mail on digital gifts? Are you currently tracking digital and mail donors separately? For some donors, giving online is the preferred way to donate, but they may have been compelled to do so by the mail they receive. Think about how you will matchback those donors to both the mail and digital campaigns, so you have a full view of what worked, and for whom. Consider creating PURLs (personalized, custom URLs sent to each donor) to maximize your tracking options.
- Create lots of ways to give. Give direct mail donors as many choices as possible of how to give to your organization. Here is where digital can really enhance direct mail specifically! Here are some ideas:Add a QR code to your mailing.
- Try voice-activated giving (giving through Google Home or Amazon Echo) by adding your activation phrase to the mail.
- Add information about your social media channels and how they can get involved
- Add a texting number as a mobile giving option to your reply card.
- Leverage Informed Delivery as another digital touchpoint for your mailpeice.
In conclusion, direct mail and digital fundraising when planned appropriately, can create synergy and amplify results by creating a deeper connection with your donors! Contact a production expert at PS today to learn more about how we can set up your next integrated campaign for success!