Converting Handraisers Into Members
Friday, July 15th, 2016
2:00 PM - 3:15 PM: Breakout 7
Everyone is looking for the synergy between online and offline marketing. How do you take online interest and convert it into traditional members and donors to support your mission? What are the key program elements needed for success? How do you sequence communications so that your messages are relevant and "just in time"? Every organization has a group of "handraisers" - people who have an interest in your organization or cause but may not be a member or donor. Join the Cornell Lab of Ornithology for an in-depth look at their "hotlist" program - a program built on content marketing strategies to generate online leads specifically for direct mail acquisition and cultivation - and use their success to build your own hotlist program. During this session, the presenters will share the strategy, creative execution, and program results of their framework designed to REACH, RELATE, ENGAGE, CONNECT, and CONVERT online interest into more members and donors to support CLO's mission.
Learning Outcome #1
By attending this session participants will learn: Understand the basic elements of an integrated inbound marketing/lead conversion program and how to apply it to your own organization.
Learning Outcome #2
By attending this session participants will learn: Optimze online behavior to increase offline performance through targeted messaging and performance tracking.
Learning Outcome #3
By attending this session participants will learn: Create benchmarks to measure and analyze the success of these leads (and the program) including hard and soft metrics.