Integrated Marketing Doesn't Always Mean Using Multiple Channels
	Posted by Allison Porter at Oct 11, 2012 07:01 AM CDT

When we talk about integrated marketing, we often look at integrating multiple communication channels for each campaign. But sometimes, integrated marketing can be as simple as coordinating multiple communications using a single channel. And, it can still be very effective.

For example, last year, Avalon worked with the animal welfare charity,
Farm Sanctuary, on an online campaign to convert monthly donors. It was a huge success, proving that with an eye for integrating communications, the online
channel can be an excellent tool for fundraising.

The Objective
The primary objective in this campaign was to acquire 150 new sustainers (monthly donors) for Farm Sanctuary to secure reliable funding for rescues, current projects and ongoing maintenance. The campaign aimed to successfully use the online channel, which is typically a cheaper method of acquiring monthly donors, but often not as effective as telemarketing.

The Strategy
In order to reach this ambitious goal, the campaign took a new approach to Farm Sanctuary’s traditional and more institutional sustainer invite. Though Farm Sanctuary had previously seen moderate success converting donors into sustainers using a premium offer, we wanted to determine whether a rescue and emotionally-charged story could better make the case for sustained monthly giving.

Three emails with coordinated links on the homepage were sent to give members several opportunities to make the decision to join as a sustainer and to build the case with growing urgency. A goal for the number of new sustainers was stated in each of the emails in order to drive donors to be part of a larger contribution. With this goal there was also a deadline just a few weeks away from the first send in order to create a sense of urgency. But in order to make a case for sustained monthly giving, Farm Sanctuary had to focus on ongoing needs as well as urgent ones. We focused each of the emails on the moving tale of an individual animal, making a personal and compelling appeal, and accompanied by strong imagery to compel donors and draw them in on an emotional level.

Lastly, the campaign emphasized the ease of monthly giving, since the commitment can be difficult to negotiate without the advantages of telemarketing. The use of symbolic asks was included to demonstrate how little a sustainer would be donating on a daily basis despite the large contribution overall.

The audience consisted of donors with email addresses, but with high dollar donors and current sustainers suppressed.

The Results
The results surpassed even our greatest expectations. Of the 330 total gifts received, 254 of those gifts were monthly gifts. The overall response rate for the campaign was 0.20%, very strong by industry standards and exceptional for a monthly giving campaign. This campaign netted revenue from the start, as opposed to a traditional telemarketing invite which could return the investment anywhere from 2-8 months.

This is a clear example of the impact of a coordinated campaign using a single channel. With over 250 new monthly givers in a three-effort email campaign, it is clear that the online channel can be a valuable tool when used well.