Vietnam Veterans Memorial Fund Raises Awareness with DME
DME launched a three part campaign to help promote two websites in conjunction with the Vietnam Veterans Memorial Fund. The campaign included pURLs, a call center, print advertisements, logic tree surveys, emails and direct mailings.
The campaign returned 450 views of the pURLs with a 1.43% response rate. The Vietnam Veterans Memorial Education Center website received over 1,402 visits with 1,065 of those being unique. Of those visits, 32.95% were direct traffic and 60.41% came from a referring site.
Nonprofits are challenged with raising awareness for their cause. Without this awareness, they would not receive donations and could not be funded. Marketing for nonprofits need to be clear and consistent across all media channels to maximize its exposure. To tie in with launch of the education center for Vietnam veterans, the Vietnam Veterans Memorial Fund needed a cohesive message that targeted existing donors as well as anyone touched by the Vietnam War.
The VVMF enlisted the help of DME to promote the opening of the education center with a three part campaign.
Part one involved a postcard and pURL. This would create a dynamic interest in the past memorial fund donors. This postcard and pURL was sent to the VVMF’s existing 20,000 person database. Sending to this list also allowed the organization to gather more contact information or update the current participants. Recipients were directed to a site that used a logic tree survey to capture information on the responder and their military history or relationship to members of the military. Two offers were available to those who took the survey, a screen saver or digital wall rubbing. It also included a refer-a-friend option to allow friends and family to also receive this offer.
Part two involved the creation of an inbound call center and premium fulfillment operation that tied into a national advertising campaign covering the new education center. Advertisements containing the 800 number appeared in a number of national publications, including TIME Magazine. The number also appeared on various VVMF websites.
The final part included the development of an exclusive website devoted solely to the education center. The site was designed to have more interactive information than that of the VVMF website and would be separate from the annual fundraising associated with the other website. The VVMF also launched an extraordinary effort to collect a photograph of every veteran listed on the memorial wall on the new website.