Convio wanted to reach out to executive directors (CEO) and encourage them to respond, while building their value as the industry thought-leader. Of course, the overall goal was to generate leads resulting in new customers among these executives in their target nonprofit organizations.

The Nonprofit Executive Internet Strategy Group was created to build a community among these targeted prospective customers. Dunthorpe developed a campaign to drive participation in the group and build relationships with Convio. The first touch was a dimensional direct mailing including a hardback book filled with useful resources. The handbook included a yearlong calendar of webinars featuring key industry experts discussing 3rd party research, round table discussions and case study presentations. Personal URLs (PURLS) were set in place for each member of the group in conjunction with an email campaign and telemarketing invitations promoting each webinar in the series.

The program achieved outstanding results. The number of executives that participated in the group activities was much higher than anticipated and was especially noteworthy because each participant was a top decision maker at one of Convio’s target organizations.

Note from Dunthorpe: Sometimes you might think it is nearly impossible to generate high level executive (CXO’s) sales leads. This program demonstrates if you offer something of value that matches the needs of the audience, you can be successful generating leads at every level of the organization.