News Byte: Easter Seals Commits to Digital

Share this content:
Deal with Merkle signals digital push.
Deal with Merkle signals digital push.

Easter Seals VP of Direct Marketing Jennifer Bielat says that direct mail continues to be a workhorse for the organization's fundraising efforts, but that digital channels have become a vital source of brand awareness as well as donations.

“We're starting to get some traction there. We're learning the right tactics,” Bielat says. “Over the last five years, we've seen a growth in digital donations of 65%.”

Today, Easter Seals announced the signing of a multi-year deal with Merkle to help maximize its digital fundraising efforts. The plan is to initially focus on email, display advertising, and mobile before expanding activities into SEO, SEM, and social.

“Direct mail remains the core [among nonprofits], but digital continues to increase. Many are investing tens of millions of dollars in the arena,” says Merkle VP of Strategy Jeffrey Patrick. “There's been a revolution in the use of social in just the last six months. It had been used exclusively for engagement, but it's becoming a platform for transactions and loyalty.”

Easter Seals provides aid and services to people with physical and intellectual disabilities.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above