The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
Webinar ppt presentation pdf
1. The
Power
of
Integra/on:
Cu3ng
Through
The
Clu5er
Webinar
on
The
Salva/on
Army
Canada’s
Holiday
“Dignity”
Campaign
Join
the
Conversa.on
on
Twi1er!!
#GrizIntegrate
2. Meet
Your
Webinar
Presenters
Madlen
Satamian
Vice
President
and
Senior
Strategist,
Media
Grizzard
Communica/ons
Group
Major
John
M.
Murray
Divisional
Secretary
for
Public
Rela/ons
and
Development,
The
Salva/on
Army
Canada,
Ontario
Central
East
Division
2
3. Grizzard
Communica/ons
Group
Partners
with
more
than
1,400
nonprofits
in
North
America
–
more
than
any
other
agency
Raised
$4
billion
for
nonprofits
since
1919
200+
associates
in
two
offices
and
na/onwide
Direct
mail
results/ROI,
digital
integra/on,
mul/-‐
channel
fundraising
programs
Results-‐oriented,
client-‐focused
agency
with
a
heart
for
igni/ng
donor
ac/on,
passion
and
loyalty
3
6. Challenges
✗
Changing
demographic
trends
✗
Cultural
and
social
changes
6
7. Challenges
✗
Changing
demographic
trends
✗
Cultural
and
social
changes
✗
Technological
revolu/on
7
8. Challenges
✗
Changing
demographic
trends
✗
Cultural
and
social
changes
✗
Technological
revolu/on
✗
Media
channel
explosion
(clu5er)
8
9. Challenges
✗
Changing
demographic
trends
✗
Cultural
and
social
changes
✗
Technological
revolu/on
✗
Media
channel
explosion
(clu5er)
✗
Increased
compe//on
for
nonprofits
9
11. Strategy
For
Mul/-‐Channel
Acquisi/on
✔ Given
the
challenges,
single
channel
does
not
work
✔
Reach
and
frequency
11
12. Strategy
For
Mul/-‐Channel
Acquisi/on
✔ Given
the
challenges,
single
channel
does
not
work
✔
Reach
and
frequency
✔
Commitment
to
consistency
12
13. Strategy
For
Mul/-‐Channel
Acquisi/on
✔ Given
the
challenges,
single
channel
does
not
work
✔
Reach
and
frequency
✔
Commitment
to
consistency
✔
Choose
the
right
media
13
14. Strategy
For
Mul/-‐Channel
Acquisi/on
✔ Given
the
challenges,
single
channel
does
not
work
✔
Reach
and
frequency
✔
Commitment
to
consistency
✔
Choose
the
right
media
✔Choose
one
clear
and
compelling
message
across
a
variety
of
carefully
selected
op/ons
both
online
and
offline
14
15. Strategy
For
Mul/-‐Channel
Acquisi/on
✔ Given
the
challenges,
single
channel
does
not
work
✔
Reach
and
frequency
✔
Commitment
to
consistency
✔
Choose
the
right
media
✔Choose
one
clear
and
compelling
message
across
a
variety
of
carefully
selected
op/ons
both
online
and
offline
✔ Expand
your
reach
into
the
marketplace
15
16. Strategy
For
Mul/-‐Channel
Acquisi/on
✔ Given
the
challenges,
single
channel
does
not
work
✔
Reach
and
frequency
✔
Commitment
to
consistency
✔
Choose
the
right
media
✔Choose
one
clear
and
compelling
message
across
a
variety
of
carefully
selected
op/ons
both
online
and
offline
✔ Expand
your
reach
into
the
marketplace
✔
Break
through
the
clu5er
with
mul/ple
impressions
16
17. Strategy
For
Mul/-‐Channel
Acquisi/on
✔ Given
the
challenges,
single
channel
does
not
work
✔
Reach
and
frequency
✔
Commitment
to
consistency
✔
Choose
the
right
media
✔Choose
one
clear
and
compelling
message
across
a
variety
of
carefully
selected
op/ons
both
online
and
offline
✔ Expand
your
reach
into
the
marketplace
✔
Break
through
the
clu5er
with
mul/ple
impressions
✔
Advance
the
brand
and
build
trust
17
18. Strategy
For
Mul/-‐Channel
Acquisi/on
✔ Given
the
challenges,
single
channel
does
not
work
✔
Reach
and
frequency
✔
Commitment
to
consistency
✔
Choose
the
right
media
✔Choose
one
clear
and
compelling
message
across
a
variety
of
carefully
selected
op/ons
both
online
and
offline
✔ Expand
your
reach
into
the
marketplace
✔
Break
through
the
clu5er
with
mul/ple
impressions
✔ Advance
the
brand
and
build
trust
18
✔
PR
and
Direct
Response
must
work
together
19. Poll:
What
are
your
challenges
in
implemen/ng
a
mul/-‐channel
approach?
19
21. Results
You
Will
See
$
You
will
recruit
be5er
donors
$
You
will
acquire
more
new
donors
and
more
revenue
21
22. Results
You
Will
See
$
You
will
recruit
be5er
donors
$
You
will
acquire
more
new
donors
and
more
revenue
$
You
will
energize
the
exis/ng
donor
base
for
greater
giving
22
26. Impact
ì
Acquisition
ì
Donor mailings
ì
Lapsed donor re-activation
ì
Internet donations
26
27. Impact
ì
Acquisition
ì
Donor mailings
ì
Lapsed donor re-activation
ì
Internet donations
ì
In-bound call center
27
28. Impact
ì
Acquisition
ì
Donor mailings
ì
Lapsed donor re-activation
ì
Internet donations
ì
In-bound call center
ì
White mail
28
29. Impact
ì
Acquisition
ì
Donor mailings
ì
Lapsed donor re-activation
ì
Internet donations
ì
In-bound call center
ì
White mail
ì
Internal programs such as planned giving and
major gifts
29
30. Impact
ì
Acquisition
ì
Donor mailings
ì
Lapsed donor re-activation
ì
Internet donations
ì
In-bound call center
ì
White mail
ì
Internal programs such as planned giving and
major gifts
ì Increased awareness of the brand in the
community 30
31. Poll:
Are
you
seeing
direct
mail
results
down,
with
results
from
online
and
other
channels
up?
31
33. The
Market:
Greater
Toronto
Area
ì
Popula/on
is
about
6
Million
ì
Most
diverse
ethnic
market
ì
More
than
100
languages
are
spoken
in
Toronto
alone
ì
Many
privacy
laws
making
direct
mail
acquisi/on
challenging
33
36. The
Integrated
Media
Plan
¤
Direct
mail
¤
Space
ads
in
Toronto
Star
¤
Toronto
Star-‐Giq
Giving
Guide
36
37. The
Integrated
Media
Plan
¤
Direct
mail
¤
Space
ads
in
Toronto
Star
¤
Toronto
Star-‐Giq
Giving
Guide
¤
Banner
ads
on
thestar.com
37
38. The
Integrated
Media
Plan
¤
Direct
mail
¤
Space
ads
in
Toronto
Star
¤
Toronto
Star-‐Giq
Giving
Guide
¤
Banner
ads
on
thestar.com
¤
Out
of
home
} Bus
shelters
} Digital
billboards
} Rail-‐interior
posters
38
51. Results
★
Calgary
and
Vancouver
par/cipated
for
the
first
/me
in
the
integrated
campaign
51
52. Results
★
Calgary
and
Vancouver
par/cipated
for
the
first
/me
in
the
integrated
campaign
★
32%
increase
in
new
donor
revenue
52
53. Results
★
Calgary
and
Vancouver
par/cipated
for
the
first
/me
in
the
integrated
campaign
★
32%
increase
in
new
donor
revenue
★
16%
increase
in
new
donor
revenue
across
all
par/cipa/ng
markets
53
54. Results
★
Calgary
and
Vancouver
par/cipated
for
the
first
/me
in
the
integrated
campaign
★
32%
increase
in
new
donor
revenue
★
16%
increase
in
new
donor
revenue
across
all
par/cipa/ng
markets
★
27%
increase
in
web
traffic
54
55. Results
★
Calgary
and
Vancouver
par/cipated
for
the
first
/me
in
the
integrated
campaign
★
32%
increase
in
new
donor
revenue
★
16%
increase
in
new
donor
revenue
across
all
par/cipa/ng
markets
★
27%
increase
in
web
traffic
★
15%
increase
in
online
dona/ons
55
56. Results
★
Calgary
and
Vancouver
par/cipated
for
the
first
/me
in
the
integrated
campaign
★
32%
increase
in
new
donor
revenue
★
16%
increase
in
new
donor
revenue
across
all
par/cipa/ng
markets
★
27%
increase
in
web
traffic
★
15%
increase
in
online
dona/ons
★
8%
increase
in
new
donors
acquired
56
57. Integrated
Strategy
Analysis
and
Recommenda/ons
Do not review results in a vacuum
57
58. Integrated
Strategy
Analysis
and
Recommenda/ons
Do not review results in a vacuum
Donors/income from all sources must be
counted
58
59. Integrated
Strategy
Analysis
and
Recommenda/ons
Do not review results in a vacuum
Donors/income from all sources must be
counted
Set up expectations and the right
parameters to measure during planning
59
60. Integrated
Strategy
Analysis
and
Recommenda/ons
Do not review results in a vacuum
Donors/income from all sources must be
counted
Set up expectations and the right
parameters to measure during planning
Data
must
be
collected
from
all
sources
and
the
campaign
must
be
reviewed
as
a
whole
60
61. Contact:
Madlen
Satamian
VP
and
Senior
Strategist,
Media
(800)
325-‐4892
Madlen.satamian@grizzard.com
Next Webinar:
Sept. 13 1pm EDT
Chip Grizzard and FirstGiving
peer-to-peer fundraiser:
“Is The Check Still In The Mail?
Fundraising Best Practices
For 2012 and Beyond”
Register Today!
61
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