Episode 131: Tips for a Successful Direct Marketing Program

<p><span style="font-weight: 400;">Direct marketing is an important part of any social good organization’s strategy, but it’s critical that the program is well designed and reaches the right people with the right messages. Have you found yourself asking how to better use analytics to help drive your direct marketing strategy and measure results? That’s what today’s guest is here to talk about. </span></p> <p><span style="font-weight: 400;">John Wilburn, director of direct response for the National Park Foundation, joined guest host Christine Newman at bbcon to talk about how being data-driven and open to innovation has helped him develop a successful direct marketing program at the organization. Listen in to hear what John has to say about deciding which marketing ideas to test out, choosing which metrics to follow, and getting others in the organization on board with your ideas. </span></p> <p><strong>Topics Discussed in This Episode:</strong></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">What is direct marketing?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">How to decide which ideas to test</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Examples of ideas that worked well for the National Park Foundation</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Experiments John tried that didn’t work well</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">How John uses analytics to drive strategy and measure results</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">How to choose what metrics to follow</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Getting started using analytics</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Advice for getting the buy-in from others in the organization</span> </li> </ul> <p><strong>Resources:</strong></p> <p><a href= "https://www.linkedin.com/in/john-wilburn-7639b86/"><span style=