Oceana Dives Into Multichannel Marketing
A compelling theme and the imperiled sea turtle are the backbone of this campaign.
6. Lastly, Oceana's small offline donor file (as well as the online donors and selected prospective donors) was sent a direct-mail piece. Perhaps interesting to the dinosaurs in our industry, this was a gamble for Oceana as it did not have a traditional direct-mail fundraising program.
The results
Oceana brought in $54,000 in one-time gifts and 84 new credit-card sustainers. Detailed breakdowns for each channel are provided here in the accompanying charts, but please keep in mind that each channel influences and supports the others, so focusing on the results of any one channel can be misleading given that the whole is typically greater than the sum of its parts.
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