Scripture Union tests new ways to communicate to constituents

Scripture Union, an organization dedicated to making God's Good News known to children, young people and families is taking its first steps in offering different ways for constituents to communicate and support the organization.  This Christmas, Scripture Union is encouraging supporters to give the gift of a bible guide subscription.  The organization is promoting the opportunity in print, in email and on the website.  The online promotions are new this year.

Goals

1. To understand constituent preference to the different media and the responses to each medium. 
2. To gauge success of the online initiative for future strategic direction.

Solution

Strategy
An integrated approach to the Christmas campaign ensuring consistency in messaging and design:

• The same design elements are used in each medium but modified to suit whether print or online. 
• The core message remained the same across the board but was adapted to print, email or website format.  

Technology
Scripture Union is also using the eCommunications Suite to manage, track and deploy the email campaign for optimal results reporting.  They will also be monitoring website activity on the campaign.  These results in addition to response rates from the print campaign will provide insight into the success of a truly integrated campaign. 

Check back in the New Year for results.

If you are interested in giving a gift Bible Guide subscription to someone this Christmas, please visit the Scripture Union website.