Multichannel
When faced with declining donations and the need for more volunteers, the Girl Scouts – Arizona Cactus-Pine
Council (GSACPC) launched a multichannel campaign that, ultimately, increased average donations from $50 to $250.
Its “Support the Sash” initiative employed direct mail, e-mail, personalized URLs (PURLs), social media and telemarketing to connect with 3,100 potential donors, most of whom were Girl Scout alumni.
The outreach effort began with postcards tailored to four age groups, creating an emotional connection to Girl Scouting and inviting recipients to visit a PURL. The result? A 5-percent individual response rate, with repeat PURL visits boosting total response to more than 8 percent, says Robin Telle, GSACPC communications manager.
“You need to reach out through a variety of channels to cut through the clutter,” Telle says. “We were successful because we gave people choices on how to engage with the council.” — Christine Hansen, deliver magazine, volume 6, issue 2, April 2010
We can help!! http://us123.alphagraphics.com
No comments:
Post a Comment