The majority of the marketing efforts that lead to purchases take place during the two week campaign.
There are three weeks here because of the opportunity we have to retain a customer after the purchase and develop long term Selfless community members.
Marketing is heavy from our charity partner, they're responsible for driving most of the traffic we get to the campaign. By design, it is high quality traffic with the intention to buy and/or share the campaign while it is happening. Danny is responsible for making sure we exhaust the charities capabilities and willingness to market for the benefit of the campaign.
Selfless uses its social channels; FB, twitter, and email as its main sources of broadcast. We haven't spent any money in marketing (outside of time), no outbound marketing, SEO, tracking, testing etc.
This takes up 10-15% of Danny's time.