BUILDING "SURROUND SOUND" FUNDRAISING CAMPAIGNS THURSDAY, MARCH 5, 2015 #15NTC | #15NTCSURROUND

Building Surround Sound Fundraising Campaigns #15NTCsurround WHO WE ARE BRENNA HOLMES Vice President of Digital, Chapman Cubine Adams + EMILY STEVENSON Online Fundraising Manager, Environmental Defense 2

Building Surround Sound Fundraising Campaigns #15NTCsurround COLLABORATION NOTES: SESSION SHORT LINK: DON’T FORGET ABOUT 3

Building Surround Sound Fundraising Campaigns #15NTCsurround WHAT IS “SURROUND SOUND”? Multi-touch Multimedia Multi-device Reaching Donors & Supporters Where THEY Consume Media 4

Building Surround Sound Fundraising Campaigns #15NTCsurround NO SUCH THING AS A SINGLE CHANNEL PERSON Americans consume approximately 15.5 hours of media day 5

Building Surround Sound Fundraising Campaigns #15NTCsurround 6

3 W’S Who: Prospecting, Appeals, Renewals, Reinstates What & Where: Direct Mail Your Homepage Display Ads Search Facebook Ads Telemarketing & Auto-calls 7

Building Surround Sound Fundraising Campaigns #15NTCsurround 4TH W When: Timing is important! IMb Scan your DM packages Pre-In-Home/Post-In-Home , ads, calls TEST, TEST, TEST 8

Building Surround Sound Fundraising Campaigns #15NTCsurround TRACKING Source code all outbound contacts Use a URL builder like Google’sGoogle’s BUT remember, “white mail” still exists 9

Building Surround Sound Fundraising Campaigns #15NTCsurround FY15 EDF Year End Campaign DM TMOverlay/WebOnline Ads Content Marketing 10 Multichannel Maximizes the Message & the Impact! Multichannel Maximizes the Message & the Impact!

Building Surround Sound Fundraising Campaigns #15NTCsurround MULTICHANNEL MAXIMIZES THE MESSAGE & THE IMPACT 11 Unique Contacts GiftsAVG Gift% Response FY15456,51022,978$ % FY14276,34318,220$ % Difference180,1674,758$ % 42% increase in net!

Building Surround Sound Fundraising Campaigns #15NTCsurround EDF FY15 YEAR END CAMPAIGN 2 waves of the direct mail series for Hi/Lo members in the traditional renewal track 3 waves of DM for the LTs and January Hi/Lo renewal track 1 mailing to Eco Partners 24 s Telemarketing that started November 13 and lasted 6 ½ weeks Overlay homepage lightbox Social share images and blog posts Digital ads focused on increasing calendar year-end revenue from current, lapsed and prospective donors 12 The Year End appeal message focused the climate goals of the new Strategic Plan, Blueprint 2010.

Building Surround Sound Fundraising Campaigns #15NTCsurround 13 Creative in the right place for the right people

Building Surround Sound Fundraising Campaigns #15NTCsurround DIRECT MAIL CREATIVE 14 Raised $286K more than FY14 & Strong $93 AVG Gift Raised $286K more than FY14 & Strong $93 AVG Gift

Building Surround Sound Fundraising Campaigns #15NTCsurround DIRECT MAIL CREATIVE 15 Lift Note Test Life Cycle Johnson Box Test

Building Surround Sound Fundraising Campaigns #15NTCsurround DIRECT MAIL RESPONSE $274K in additional net in spite of the increased quantity this year. An unbudgeted 3 rd package was added as a last chance effort. This package generated over $187K in additional gross revenue! The Leadership Audience performed especially well with a 5.8% response, $ average gift & $19,987 rev/M 16 # MailedResponse RateRev/MCost/Piece FY15327, %$3,478$.435 FY14264, %$3,215$.624 Difference62,436.63%$263-$.189

Building Surround Sound Fundraising Campaigns #15NTCsurround TELEMARKETING Call started November 13 and lasted 6 ½ weeks Fewer contacts in FY15 Telemarketing is an investment, but this campaign raised $29,986 more net than FY14 10,330 more gifts than FY14 $100+ segment had a 40% credit card rate & only cost $20 per contact 17

Building Surround Sound Fundraising Campaigns #15NTCsurround DIGITAL CREATIVE & MORE! 18

Building Surround Sound Fundraising Campaigns #15NTCsurround EARLY BIRD 19

Building Surround Sound Fundraising Campaigns #15NTCsurround #GIVINGTUESDAY 20

Building Surround Sound Fundraising Campaigns #15NTCsurround #GIVINGTUESDAY 21

Building Surround Sound Fundraising Campaigns #15NTCsurround #GIVINGTUESDAY 22

Building Surround Sound Fundraising Campaigns #15NTCsurround #GIVINGTUESDAY 23

Building Surround Sound Fundraising Campaigns #15NTCsurround ONE-CLICK-ACTION + DONATE-AFTER-ACTION 24

Building Surround Sound Fundraising Campaigns #15NTCsurround ONE-CLICK-ACTION + DONATE-AFTER-ACTION 25

Building Surround Sound Fundraising Campaigns #15NTCsurround ONE-CLICK-ACTION + DONATE-AFTER-ACTION Traditional appeal won 2,607 unique constituents took a one-click alert Activity/preferences recorded 34 (1.3%) eventually donated to a year-end 26

Building Surround Sound Fundraising Campaigns #15NTCsurround SUSTAINER APPEALS 27

Building Surround Sound Fundraising Campaigns #15NTCsurround 28 RENEWALS

Building Surround Sound Fundraising Campaigns #15NTCsurround 29 ACTION-TAKERS APPEAL

Building Surround Sound Fundraising Campaigns #15NTCsurround DECEMBER 31 30

Building Surround Sound Fundraising Campaigns #15NTCsurround DECEMBER 31 31

Building Surround Sound Fundraising Campaigns #15NTCsurround HOME PAGE OVERLAY 32

Building Surround Sound Fundraising Campaigns #15NTCsurround HOME PAGE NAV BAR TEST 33

Building Surround Sound Fundraising Campaigns #15NTCsurround FACEBOOK ADS - PROSPECTING 34

Building Surround Sound Fundraising Campaigns #15NTCsurround FACEBOOK ADS – HOUSE FILE 35

Building Surround Sound Fundraising Campaigns #15NTCsurround PARTNER S

Building Surround Sound Fundraising Campaigns #15NTCsurround DIRECT TO DONOR PROSPECTING

Building Surround Sound Fundraising Campaigns #15NTCsurround ONLINE REVENUE Overall revenue was up 17.9% over FY14 and broke all previous monthly and quarterly records. We converted 1,171 new online donors in the first week of December, a +109% increase over FY14. Another 3,608 new online donors were added in the final two weeks, comparable to FY14's 3,669 (-2%) – evidence that #GivingTuesday did not displace late-December revenue. New sustaining gifts increased monthly sustainer revenue by 17.3% over previous month. 38 December Revenue One-Time Gifts Avg One-Time Gift Sustaining Gifts Avg Sustaining Gift FY1510,169$ ,064$18.92 FY1410,009$99.953,161$16.21 Difference1.6%14.4%28.6%16.7%

Building Surround Sound Fundraising Campaigns #15NTCsurround COLLABORATION NOTES: SESSION SURVEY: THANKS & DON’T FORGET! 39

Building Surround Sound Fundraising Campaigns #15NTCsurround CONTACT US BRENNA HOLMES Vice President of Digital, Chapman Cubine Adams EMILY STEVENSON Online Fundraising Manager, Environmental 40