Oceana Dives Into Multichannel Marketing
A compelling theme and the imperiled sea turtle are the backbone of this campaign.
Takeaways and recommendations
● Sustainer conversion: Use an aggressive, integrated approach to sustainer conversion. The combined approach of e-mail and telemarketing is very effective in generating new sustainers! Offering the monthly giving option on landing pages for one-time e-mails also generated sustainers. Oceana has since added a "sustainer upsell lightbox" (shown at right) to donation pages, converting even more would-be one-time donors to sustainers.
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