AMC/THA FY19 Direct Response
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Mail/Launch DateDay of WeekProject TypeDescriptionThemeBrainstorm Potential TopicsStories/Topics DiscussedReview Initial Details of Stories CollectedDetermine Final StoryAdditional Background Assets Needed (interviews, etc.)Photo Assets NeededVideo Assets NeededTHA Strategy MemoStrategy Memo ApprovalD1 Copy Due to AMCD1 Copy Edits Due to THAFinal Copy Due to THAArt Due to AMCArt Approval Due to THADev/TestingME Request to AMCData Due to THANOTES
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RESPONSIBLEAMC/THAAMCTHAAMCAMCAMCTHADRTHAAMCTHATHAAMCTHAAMC
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JUNE
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6/4/2019TuesdayEmail - SustainersSustainer survey Email
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6/6/2019ThursdayeNewsletterBimonthly newsletterKick off World Refugee DayN/AN/AN/AN/AN/AN/AN/AN/AN/A6/4/20196/4/20196/4/20196/5/20196/5/2019N/AN/A
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6/7/2019FridayAdvertising - WRDKick off World Refugee Day
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6/6/2019ThursdayHero - WRD
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6/6/2019ThursdayFly-in - WRD
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6/7/2019FridayPaid Social - WRD
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6/7/2019Friday
sustainer - resend to non openers
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6/7/2019FridayDM - AcquisitionJune AcquisitionNotecards, 20:1N/AN/AN/AN/AN/AcompletecompleteN/AN/AN/AN/AN/A
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6/12/2019WednesdayEmail - WRDSupress Sustainers, Diane email
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6/15/2019SaturdayDM - ReinstatementJune ReinstatementTBD 4/22N/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/A5/8/20195/2/20195/9/2019
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6/17/2019MondayEmail - Lelia Macauley
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6/18/2019TuesdayEmail - Sustainers
Results email with upgrade (moved from 6/11 due to LO update)
**post 6/11 start versions eNews to Sustainers
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6/18/2019Tuesday
WRD - Web (Hero, Fly-in, LB)
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6/19/2019WednesdayDM - Free Clinics NewsletterFree Clinics Newsletter5/15/2019Kathy: Newsletter, THA: Cover Letter, BRE, OE
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6/20/2019ThursdayEmail - WRD
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6/20/2019Thursday
eNewsletter - Cancelled, replaced with WRD
Bimonthly newsletterongoingN/AN/AN/AN/AN/AN/AN/AN/AN/A6/18/20196/18/20196/18/20196/19/20196/19/2019N/AN/A
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6/21-6/24Friday-Monday
Online - generic promotion (hero, evergreen ads)
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6/21/2019Digital - Sustainer Lightbox
Test sustainer post donation lightbox upgrade
main form on website
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6/24/2019DM - CultivationAnniversary CardsongoingcompletecompletecompletecompleteN/AN/AN/Acompletecompletecompletecompletecomplete
complete
complete5/14/20195/21/2019
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6/25/2019Tuesday
Online - FYE push. Email, hero, LB
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6/26/2019WednesdayEmail - AAB Invite eBlast
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6/30/2019SundayEmail - FYE final day
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6/x/19Digital - Lead GenerationLead GenerationVarious1/29/2019SCHEDULE TO BE ADDED
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JULY/AUGUST
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eNewsletters: 3 versions, base, sustainer, and PG
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Sustainer follow-up and upgrade offer
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Sustainer campaign (email, digital ads, web assets)
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Full Sustainer web page buildout
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Sustainer - Closed FB group
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7/1/2019MondaySustainer back end premium
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7/18/2019ThursdayNewsletterSummer NewsletterEPMC3/22/2019Test: Make this Gift Monthly4/15/2019
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7/20/2019SaturdayDM - AppealSummer MatchEPMC1/30/20193/15/20193/15/20194/15/20194/15/20194/15/2019
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SEPTEMBER
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9/7/2019SaturdayDM - AppealSeptember RenewalVeteran's Day1/30/20195/11/20195/11/20196/11/20196/11/20196/11/2019
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Alaina: Veteran from Florida
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OCTOBER
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10/27/2019SundayNewsletterTBDDiscuss topics
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MISC STORY IDEAS
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TBDTBDTBDTBD1/30/2019Donna: Breast Cancer story
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TBDTBDTBDTBD1/30/2019Kathy: Other TX Mobile Medical Clinic
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TBDTBDTBDTBD1/30/2019Kathy: Elderly woman with cleft palate
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NOVEMBER
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11/20/2019WednesdayGT.1 Pledge Email 1Email from CEOPledge AnnouncementReference Dorian
Mobile Hero PSD (used as preview image)
11/18/201911/18/201911/20/201911/20/2019
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11/21/2019ThursdayeNews Pledge & Match Included
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11/21/2019ThursdayGT-TG Videos Due to THA
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11/22/2019FridayGT.1 Pledge Hero DatesExpected launch based on Social Pledge Dev
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11/22/2019FridayGT.1 Pledge Fly In DatesExpected launch based on Social Pledge Dev
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11/22/2019FridayGT.1 Pledge Lightbox DatesExpected launch based on Social Pledge Dev
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11/22/2019FridayEfficiency FormDesign to AMC by 11/22
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11/23/2019SaturdayGt.1 Pledge Email 2
Resend of 11/20 with lift from AMC
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11/23/2019Social Ads.1 FB/IG StartPledge
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11/24/2019SundayGt.1 Pledge Email 3Pledge with Loudoino/Dorian
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11/25/2019Monday
Efficiency Form AMC Approval
Approval by 11/25
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11/25/2019MondayHeroes for HealthApproval by 11/25
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11/25/2019MondayWinter NL copy due to THA
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11/26/2019TuesdayGT.1 Pledge Email 4Re-send
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11/28/2019ThursdayGT.1 Pledge Email 5Pledge with CEO and Izzy
CEO Approved Pic
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11/29/2019FridayGT.2 Hero DatesRun through 12/6
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11/29/2019FridayGT.2 Fly In DatesRun through 12/6
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11/29/2019FridayGT.2 Lightbox DatesRun through 12/6
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11/29/2019FridayGT.2 Homepage TakeoverFriday only
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11/29/2019FridaySocial Ads.2 FB/IG StartRun through 12/6
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11/29/2019FridayGT.2 Email 1Giving Week Introduction
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11/29/2019FridayGT.2 Email 2Trust email
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11/30/2019SundayGT.2 Email 3General match emailCan we get match@americares.org for CC?
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December
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12/2/2019MondayGT.2 Email 4Trista emailCan we get trista@americares.org for CC?
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12/3/2019TuesdayGT.2 Email 5-8
Short Transactional; 2-hour 9X match (7pm to 9pm)
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12/3/2019TuesdayLightbox 8X
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12/3/2019TuesdayFly-in 8X
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12/3/2019TuesdayHero 8X
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12/3/2019TuesdayHomepage Takeover 8X
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12/3/2019TuesdayHomepage Takeover 9X7-9PM
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12/3/2019TuesdayLightbox 9X7-9PM
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12/3/2019TuesdayHero 9X7-9PM
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12/5/2019ThursdayeNews
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12/6/2019FridayGT.2 Email 9-10Wrap up Giving Week (2 sends)
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12/9/2019MondayGT.2 Email 11Thank You
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12/9/2019MondayYE Video Due to THA
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?EOY.1 Hero Dates
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?EOY.1 Fly In Dates
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?EOY.1 Lightbox Dates
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?EOY Social Ads.1 FB/IG Start
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