Oceana Dives Into Multichannel Marketing

Topic

First anniversary of the BP oil spill in the Gulf of Mexico and the plight of imperiled sea turtles. (In the interest of full disclosure, Oceana works with M+R Strategic Services, the employer of one of the authors.)

Data and segmentation

Although this critical piece is sometimes overlooked (to the fundraiser's peril), it was carefully planned by Oceana. In addition to traditional donor behavior on recency, frequency and gift size, it utilized online behavioral data including supporter's time on file, whether a person had taken a recent sea turtle action, and whether a person had clicked on campaign donation e-mails but had not donated. In addition, records were appended with third-party data including age and charitable-giving history.