Convio Innovator Awards 2011: Best Integrated/Multi-channel Campaign

Generated 41.2% more net revenue than the previous year-end campaign, and increased online revenue by 55.4%, year over year.

The Trust for Public Land (TPL) conserves land for people to enjoy as parks, gardens, and other natural places, ensuring livable communities for generations to come. TPL was founded in 1972 with goals of protecting land in and around cities and pioneering new land conservation techniques. Over the years, the organization’s work expanded to include projects from inner city to wilderness, and TPL’s broad experience has made them a national leader and innovator in city park creation, state and local conservation funding, and using GIS for conservation planning.

CHALLENGES:
In addition to having a new team in place, and a new consultant assisting with the organization’s fundraising strategies, TPL faced a tight deadline for its annual matching gift campaign. The goal was to take the year-end campaign to the next level by improving net revenue, integrating online with direct mail, and reducing expenses.

INNOVATION:
TPL launched an innovative, 2-month long multi-channel campaign. Aggressive messaging is not something TPL’s file was used to, but through creative and fresh looking art, e-cards and homepage takeovers — including a focus on deadlines — the files didn’t fatigue and performed tremendously. In the mail, a lead and a follow dropped 4 weeks apart from each other. Online, TPL sent 8 hard ask emails, and 2 ‘give a gift’ ecard emails with soft fundraising asks. Enewsletters had the same look and feel to the entire campaign, and also offered additional giving opportunities. Lastly, a thorough analysis of historical performance resulted in several negative segments being cut from the campaign, an innovative way to decrease cost and increase efficiency of the campaign.

RESULTS:

• Generated 41.2% more net revenue than the previous year-end campaign.
• Increased online revenue by 55.4%, year over year.
• Reduced direct mail quantities by 24.5% and related expenses by almost $7,000.
• Boosted direct mail response rates by 117.1% (from 4.94% to 10.72%).
• Increased return on investment by 58.5%.

Exemplifying the effective use of Convio constituent engagement solutions and personifying excellence in multi-channel marketing, CRM and fundraising strategy implementation.

Combining online and offline marketing channels and utilizing cross-functional teams to generate awerness and fundraising results

Achieving online success for fundraising, advocacy or email list growth through a single campaign or program as a whole.

Tapping into the power of constituents to raise funds, drive support, and put a face to your organization with Convio's powerful peer-to-peer fundraising solutions.

Integrating social networks, mobile tools and custom applications with Convio to increase engagement opportunities for supporters

Enjoying the full range of Convio Common Ground™ benefits from integration with third-party applications to successful relationship database consolidation.