Reaching New Donors with Old Channels
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Talk Details
This session looks at recruiting donors through above the line channels, such as radio, out of home, and press, and how Alzheimer’s Society has achieved great results by leaning into these more traditional media channels. Typically difficult to track and measure, the session will also cover how the team understands the effectiveness of these channels through marketing mix modelling.
Key learnings from this session:
- The role that above the line channels can play in a cash appeal media plan.
- Why to embrace the complexity of the modern marketing mix.
- An overview of how marketing mix modelling can help you quantify the impact of above the line channels.
Speakers
Jack Watts
Senior Individual Giving Manager
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