Oceana Dives Into Multichannel Marketing

Want proof that multichannel integration yields better results? Check out this recent Oceana campaign. It not only used Web, e-mail, mail and telemarketing, but it also had good 
message flow, contact cadence and a campaign theme that resonated with the organization's constituents.

Anniversaries are not typically good fundraising hooks — they tend to mean more to the organization than they do to the potential donor. But Oceana and its partner agency thought outside the box and came up with a compelling theme — the anniversary of the devastating BP oil spill combined with an appealing organizational ambassador, the imperiled sea turtle. The combination was so powerful that this campaign was the second most successful in Oceana's history in dollars raised and grew its sustainer program by a whopping 60 percent.