Mastering Multichannel Acquisition
If the acquisition list does not contain email addresses, you can acquire them through an e-append. Some co-ops also offer email addresses to test multitouch campaigns.
A more advanced integrated campaign might involve IP cookie matching. Cookie targeting allows organizations to serve banner advertisements to individuals on a mail file. Coordinating an acquisition package with a cookie-targeted display advertising campaign can provide the extra impression some prospects need to convert. Utilizing Facebook Custom Audiences is another way to touch people through multiple channels, using a platform they already frequent. As with cookie matching, you won’t see the contributions coming directly from the ads, but through a lift in the mail.
Several stand-alone online acquisition efforts can generate new donors and leads as well, such as search engine marketing, display advertising, homepage light boxes and remarketing. To capitalize on the leads, put full data-capture processes (to collect the information in as few clicks as possible) in place and then a comprehensive conversion strategy.
For example, many prospects go as far as partially filling out a form on your website. To follow up with these individuals, make use of a multistep donation online form that collects the basic contact information on the first page, or use a cart-abandonment solution that can follow up with those individuals via email.
As prospects begin to show interest in your organization — either by a clicking an ad, visiting your website or opening an email — you can use retargeted banner advertising to remarket to them based on their interests. Ensure that the advertisements are segmented by page or message through which each prospect initially took action to serve relevant content.
Additional acquisition strategies that focus more on lead generation are the use of petitions, contests and access walls. Leads generated through petitions can be hard to convert to donors as their first engagement was advocacy, not donation-based. You should have a timely conversion process in place to turn that action into a donation. Similarly, contests can be used to collect leads — but the prize should relate closely to the organization’s mission. The looser the connection between the prize and organization, the lower your response rate in follow-up appeals. Finally, access walls can be an effective way to collect leads if your organization provides content that a prospect is willing to offer an email or mailing address to view.
Angela Struebing is president of CDR Fundraising Group, a multichannel agency focused on helping nonprofits maximize their online, direct mail, telemarketing and DRTV fundraising results. As president, Angela is responsible for overall agency management and strategic planning for national nonprofit clients to include The Wounded Warrior Project, Shriners’ Hospitals for Children, MoMA and the Marine Toys for Tots Foundation. Angela is a frequent speaker at industry events and is recognized for her strategic expertise. She has also served as Education co-chair for the Bridge Conference.