SVO Cross Media Webinar - 843% Return on Investment
Posted by Niel Stender on Thu, Nov 10, 2011 @ 08:30 AM
SVO recently co-hosted a webinar with MindFire, Inc. to showcase the results of a cross media campaign for a nonprofit fundraising appeal. The promotion of the webinar was a cross media campaign unto itself utilizing the following marketing channels:
Postcards – 3 unique postcard invitations were mailed at 2 week intervals over the 7 weeks leading up to the webinar. They featured a PURL and QR code as the response channel. Visitors arrived at a personal landing page to answer 1 question and register for the webinar.
Email – 3 email broadcasts were interspersed with the postcard mailings using just PURLs to generate registrations.
Social Media – the 3 major outlets – LinkedIn, Facebook and Twitter – were posted to with content specific to each site. In the case of LinkedIn – certain nonprofit groups were targeted to attract the right audience.
Text Messaging – the day of the webinar, all registrants that had provided cell phone numbers, received SMS text message reminders to attend the webinar.
For all channels used, source tracking was implemented to allow for in depth post campaign analysis.
The offer for the webinar was a download of the case study on the nonprofit appeal campaign. The survey question for registrants asked what their biggest fundraising challenge was. This was helpful in understanding the unique roadblocks each organization faced.
The total cost of the campaign was $916 and the revenue to date is just over $8500 for a total ROI of over 840%! To read more about this campaign and why social media was such an important factor, download the case study here.