Oceana Dives Into Multichannel Marketing

● Telemarketing: Online donors performed by far the best (and much better than the offline donors). 
Non-donors who clicked on one of the campaign donation e-mails also showed substantial promise. Other non-donors, like offline donors, performed poorly.

● Mail: The mail donors performed very well, 
but online donors and non-donors did not. For 
both telemarketing above and for mail, look 
at the performance of online and offline donors separately.

● Follow-up e-mails for telemarketing calls: Test them for refusals as well as pledgers and hedgers (and thank-you e-mails as cultivation vehicles for credit-card donors). They generated a significant chunk of the telemarketing donations for Oceana (5 percent).

● Age: 45-70 years old was the sweet spot for telemarketing, while 50+ was best for mail.

● Charitable-giving history and other fields: Use age, charitable-giving history, and other appended and behavioral data to find the best prospects among non-donors, lapsed donors and other marginal groups.

Interestingly, whether the supporter had 
indicated "yes" or "no" on charitable giving was unimportant, but the very fact that this field was appended for some prospects was important! Those with the data appended (from consumer survey 
data) were far more likely to respond than those without. FS

Have an interesting case study of your own that you'd like to share with us? We'd love to hear it! Send us an e-mail to jregen@mrss.com and kkirchoff@mindsetdirect.com

Karin Kirchoff is vice president at MINDset direct. Reach her at kkirchoff@mindsetdirect.com. Jeff Regen is senior vice president of integrated services at M+R Strategic Services. Reach him at jregen@mrss.com