Oceana Dives Into Multichannel Marketing
A compelling theme and the imperiled sea turtle are the backbone of this campaign.
3. Oceana updated its Facebook page with calls to action for both monetary donations and donations of Facebook status to raise awareness and put pressure on decision-makers.
4. Mobile activists were sent text messages asking for a $10 text donation.
5. Oceana decided to venture into the world of telemarketing and conducted its first-ever phone campaign. Its telemarketing partner completed 2,700 calls targeting all online and offline donors, as well as selected groups of online activists. Constituents who pledged (or hedged) were invited to fulfill via daily e-mail "chasers" or through more traditional mail pieces, and thank-you e-mails with a fulfill- ment link were sent to refusals.
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