American Red Cross
Congratulations! You've created social media pages, a way to monitor them and know where your brand reviews are coming from—now it's time to take it to the next level and start engaging the people who are talking to (or about) you. No matter what your customers are saying, they care enough about their experiences with you to publicly share it with their friends and family. Every customer that engages with you on social media or review sites is giving you an opportunity to make them a brand loyalist. If you're not responding to comments or reviews, you're missing a chance to connect with your customers and prospects. Here are six tips to help you make the most out of each customer response online:
Online gifts to America’s nonprofits are growing far faster than other types of donations, two new Chronicle studies find. Donations rose 14 percent last year from 2011, to $2.1 billion, in a study of 115,000 nonprofits whose giving totals were provided by the online fundraising processors Blackbaud, Network for Good and PayPal. Contributions to the nation’s biggest charities also grew 14 percent, to $785 million, in The Chronicle’s study of 149 large nonprofits. That’s far sharper growth than the overall rise in donations in 2012 reported by “Giving USA,” which last week said contributions from individuals, corporations and foundations rose
Offices closed, subways shut down, streets fell quiet and marketers sprung into action, with some referencing Hurricane Sandy in messaging and others taking action around the storm, which could contend for the worst on record along the East Coast. As Sandy worked her way up the Eastern Seaboard toward New York City on Monday, many agencies and marketers across the Northeast kept staffers at home. Two of the ad shops in New York City most closely situated to mandatory evacuation zones
Hurricane Irene menaced the Eastern seaboard, pounding tens of millions of Americans with wind, rain and floods—but largely sparing New York after an unprecedented shutdown of the largest U.S. city ahead of the massive storm. In New Jersey, the ocean surge and rainfall caused severe inland flooding. Gov. Chris Christie said damages there would total at least $1 billion and could reach "tens of billions of dollars." Virginia's governor called the blackout in his state its second-largest ever and warned that electricity might not be restored for a week.
What a difference a year makes. With the U.S. Postal Service reporting mail volume on the decline to the tune of billions of pieces, it comes as no surprise that the 2009 Top 50 Mailers list is greatly changed from its 2008 counterpart.
“The pessimist complains about the wind. The optimist expects it to change. The leader adjusts the sails,” goes the quote from leadership guru John C. Maxwell. It’s good advice to keep in mind at the present, when many of the usual challenges of marketing direct are becoming more and more difficult to tackle. With the cost of just about everything going up, businesses aren’t going to have any easy options for cutting back. Staying strong during a down economy and a rapidly shifting marketing environment requires not only efficiency from every member of the team, but also the exploration of new ideas and ways
The full list of 2007’s Top 50 Mailers (excludes catalogers) Company Sales/Revenue Industry List Manager(s) (in millions) Citigroup $146,558 Financial Does not rent Bank of America $117,017 Financial Does not rent JP Morgan Chase $99,845 Financial Does not rent 4 Sprint/Nextel $41,028 Telecommunications Does not rent American Express $27,136 Financial/Media Millard Group Washington Mutual $26,454 Financial Does not rent Capital One $15,191 Financial Does not rent Time Inc. $5,846 Media Millard Group/ Belardi-Ostroy Inc. 4 Pitney Bowes Co. $5,730 Business Services MeritDirect Salvation Army $5,300 Nonprofit Does not rent 4 Discover Card Services Inc. $5,000 Financial Does not rent Hearst Magazines $4,550 Media Direct Media International American Red Cross $3,919 Nonprofit The Carol Enters List Co./ American List Counsel The New York Times Company $3,289.9 Media American List Counsel BMG/Columbia House $2,400 Media Specialists Marketing Services/American List Counsel Reader’s Digest Association $2,386.2* Media American List Counsel/ The Catamount Group 4 Scholastic Inc. $2,283.8 Media Specialists Marketing Services/ Millard Group/List Services Corp. Dow Jones & Company $1,783.9 Media American List Counsel Meredith Corp. $1,600 Media American List Counsel/ Millard Group Company Sales/Revenue Industry List Manager(s) (in millions) Memorial Sloan-Kettering Cancer Society $1,623 Nonprofit Direct Media International Conde Nast Publications $1,400 Media Millard
In less than a month, the editorial team and I will begin the challenging but wholly rewarding task of reviewing nominations for our annual Direct Marketer of the Year Award. The challenging part is selecting just one individual to recognize for his or her achievements in the field. But the reward, which makes the hard labor and agonizing over candidates completely worthwhile, is that we get the opportunity to learn about the fascinating work being conducted by numerous direct marketers. For example, last year’s winner was Margaret Carter, who heads up the American Red Cross’ direct response fundraising unit. She led her unit in a
Rising to the challenge on local and national fronts. We recently marked the anniversary of two major disasters in the United States: Sept. 11 and Hurricane Katrina. This December, many also will remember the terrible tsunami that ripped through the Indian Ocean in 2004, killing nearly 300,000 people. The American Red Cross disaster relief efforts were a vital part of helping these communities rebuild, and media coverage of this work offered the 125-year-old nonprofit organization plenty of high-profile publicity. So, as the officer in charge of the direct response fundraising unit, Margaret Carter’s job should be pretty easy, right? Yes, funds pour in immediately following catastrophic
Direct marketers, like their advertising counterparts, are plenty guilty of creating nonsensical buzzwords to sensationalize industry trends. But I’m gonna defend Jeff and Bryan Eisenberg to the hilt for their characterization of marketers addicted to online traffic: “crackvertisers.” Besides the fact that it’s just plain fun to say, the term aptly describes those companies that are so focused on traffic volume they’ve forgotten that buying more visitors is not the only way to make money from a Web site. When keyword prices spiral—and they will, Jeff promises in his article about the future of SEM (turn to page 101)—these traffic junkies will be facing