BALTIMORE--(BUSINESS WIRE)--Convio, Inc. (NASDAQ: CNVO) today presented The Trust for Public Land (TPL), a national nonprofit land conservation organization, with an Innovator Award in the Best Integrated/Multi-channel Campaign category for its year-end matching gift campaign, which integrated direct mail and online communications. All award winners will be recognized at an event tonight at Convio’s Client Summit, the company’s annual user conference where more than 1,000 nonprofit clients, partners and industry thought leaders gather as a community to share common experiences and effective strategies for nonprofits.
Margie Kim Bermeo, the Chief Philanthropy Officer of The Trust for Public Land, said, “We thank Convio for this award. We were really impressed with the campaign’s results and the response we received from our generous donors. At the same time, it is good to be recognized by the industry. This award is an acknowledgement that strategically, we are taking the right steps, and leveraging the right technology to build a strong program. We want to thank Chapman Cubine Adams + Hussey, which brought its strategic vision and knowledge of best practices for multi-channel campaigns. Their team was truly instrumental in the success of our Match My Gift campaign.”
In addition to having a new team in place, and a new consultant assisting with organization’s fundraising strategies, The Trust for Public Land faced a tight deadline for its annual matching gift campaign. The goal was to improve net revenue, integrate online with direct mail, and reduce expenses.
The Trust for Public Land brought Chapman Cubine Adams + Hussey aboard and began a two-month-long multi-channel campaign. Through creative fresh art, e-cards and homepage takeovers—including a focus on deadlines—the files performed well. In the mail, a lead and a follow dropped four weeks apart from each other. Using Convio’s online marketing software, TPL sent eight hard ask emails, and two “give a gift” e-card emails with soft fund-raising asks. E-newsletters had the same look and feel to the entire campaign, and also offered giving opportunities. Lastly, an analysis of historical performance resulted in several negative segments being cut from the campaign, an innovative way to decrease cost and increase efficiency of the campaign.
The campaign’s success was evident in its results:
- Generated 41.2% more net revenue than the previous year-end campaign.
- Increased online revenue by 55.4%, year over year.
- Reduced direct mail quantities by 24.5% and related expenses by almost $7,000.
- Boosted direct mail response rates by 117.1% (from 4.94% to 10.72%).
- Increased return on investment by 58.5%.
“We were so excited that TPL won this Innovator Award,” stated Brenna Holmes, Deputy Director of the Interactive Department at Chapman Cubine Adams + Hussey. “As TPL’s agency of record for fundraising across all channels, we worked closely with the organization to plan and execute this successful year-end campaign. It is the second time one of our clients has won this award for an integrated marketing campaign. This most recent win reaffirms that multi-channel marketing is an essential part of a nonprofit’s communications strategy.”
Six other nonprofits received Innovator Awards in categories including Best Overall Use of Convio, Best Online Campaign, Best CRM Visionary/ Use of Common Ground, Best Peer-to-Peer Campaign, Best Team Event, and Best Use of New Media. All Convio clients were eligible to submit for the awards.
"The seven clients recognized this year epitomize innovation and are shining examples of true constituent engagement and how to maximize the value of every interaction they have with their supporters,” said Gene Austin, chief executive officer and president of Convio. “As the shift continues from traditional forms of engagement to a combination of traditional, digital and social channels, these organizations are on the front lines responding daily to the changing needs of donors, advocates, volunteers and anyone helping to advance their mission. We are proud to recognize their achievements and honored to support them in their continued success.”
For more information on The Trust for Public Land, visit:
- http://www.tpl.org/
- https://www.facebook.com/tpl.org
- http://twitter.com/#!/TPL_org
- http://www.youtube.com/user/trustforpublicland
More information on the 2011 Summit Innovator Award Winners can be found at www.convio.com/2011innovators
About The Trust for Public Land
The Trust for Public Land is a national nonprofit land conservation organization which conserves land for people to enjoy as parks, gardens, and natural areas. Since it was founded in 1972, TPL has protected more than 3 million acres in 47 states. TPL is the nation’s leading national organization creating parks and playgrounds in cities. TPL depends on the support of individuals, corporations, and foundations.
About Chapman Cubine Adams + Hussey
For more than 25 years, Chapman Cubine Adams + Hussey (CCAH) has been on the forefront of the ever-changing direct marketing industry with award-winning innovations in direct mail, telemarketing, online and mobile integration. CCAH has offices in Arlington, Virginia, and San Francisco, California.
About Convio
Convio is a leading provider of on-demand constituent engagement solutions that enable nonprofit organizations to maximize the value of every relationship. With Convio constituent engagement solutions, nonprofits can more effectively raise funds, advocate for change and cultivate relationships with donors, activists, volunteers, event participants, alumni and other constituents. Convio offers two open, cloud-based constituent engagement solutions: Convio Common Ground CRM™ for small- and mid-sized nonprofits and Convio Luminate™ for enterprise nonprofits. Headquartered in Austin, Texas with offices across the United States and United Kingdom, Convio serves more than 1,500 nonprofit organizations globally. Convio is listed on the NASDAQ Global Market under the symbol CNVO. For more information: www.convio.com