Integrated Marketing tips from Xlerate Day Ottawa

We’ve been sharing integrated marketing tips with Xlerate Day attendees leading up to the day itself on January 26. These tips are collected here for your reference and for sharing with colleagues. If you haven’t bought your Xlerate Day tickets yet, what’s holding you back? Join us for a day of integrated marketing excellence to take your team to the next level: get your tickets now at Use the promo code JOINUS2017 for 20% off your tickets as a special thank you from Chris Carter Marketing.

From our own Chris Carter:

Creating your marketing plan well in advance will allow you to tie your communications to timely themes. For example, an animal charity could talk about cats near Halloween, a children’s charity could have a campaign around Mother’s Day and Father’s Day, and educational charities could talk about opportunities at the start or end of the school year. This way you can make piggyback on an existing holiday and and provide timely content for your supporters.

From Rupen Seoni, Senior Vice President & Practice Leader at Environics Analytics:

In order to get one view of a customer, you first need to ensure that your database has updated constituent information. It’s critical to have accurate, complete data before you can market to them, ask them for money and get them engaged. Focus on your database before you focus on your marketing activities.

From Erik Rubadeau, Founder/Lead Strategist at Yeeboo Digital, sponsor of the Tactical track and its sessions:

Plan what you want to know before you need to know it.

Ensure that you leave time for discussion about tracking during your campaign planning meetings. Think about what metrics will define success for your campaign and ensure that you know how you will track and measure those metrics.

Google Analytics is an amazing tool for tracking your marketing success metrics from source to conversion, however it can often require a few tweaks or some custom code to properly capture the needed data. By planning your desired metrics early on – you leave yourself lots of time to ensure that tracking is working properly through testing and into campaign launch.

From Fraser Green at Good Works:

There are two must have tools you should have in your legacy kit – even if your budget for planned giving is teeny-tiny. The first is a PERSUASIVE booklet of about 8-12 pages. It’s purpose is to tell stories, inspire, and persuade your supporters to want to make a bequest to your cause and organization. (That’s my subtle way of saying that they do NOT need an instruction manual on estate planning!)

Once you’ve created you booklet, replicate your profiles, testimonials and stories on your website. You can’t just cut and paste the copy and images – but you DO want to repeat the themes, emotions and stories in a manner appropriate to the channel.

From Ryann Miller at Care2:

On the digital side of of the integrated spectrum, don’t forget that digital is great at certain things, but not all the things. A good integrated campaign or program uses specific channels according to their skill and value towards reaching your end goal. Not according to how few staff members or staff time one channel will take, or the cost. Digital, for example, is great for finding new supporters, but chances are it won’t be the ideal channel for thanking major or corporate donors or even converting prospects to monthly donors. Likewise, don’t use social to do what an email can do much better. 

From Jennifer Campbell at Canada Post, sponsor of the plenary sessions:

Canadians notice, open, read, keep, share and display direct mail. New research shows that mail lives on in the home and is shared – meaning that your message and brand are engaged with many times, for long-lasting impact.