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FUNDRAISING CAMPAIGN AUTOMATION

INTRODUCTIONS

ROB JONESInsight ConsultantQbase

SELENA WARKHead of Data and AnalyticsProstate Cancer UK

AGENDA

Fundraising Today The role of an Analyst A vision of the future Personalisation – it’s not just knowing a

name Marketing Automation Prostate Cancer UK – Our Journey

Begins Does it work?

T H EM A R K E T I N GM A P

MODERN FUNDRAISING

EDUCATION & AWARENESS

RESEARCH & DECIDE

DONATE EVALUATION

TV, Radio, Newspaper, Outdoor

PR & Campaigning

Inserts

Door Drops

PPC/On-line Banners

SEO

Social Media

Website

Case Studies / Documentaries

Performance Reports

Word of Mouth / Advocate

E-mail

Experience / Event / Visit Call

Centre

On-line

Text to Give

Donation Platforms

Welcome pack

Direct Mail

Newsletter

E-mail

My Charity Portal

Sponsorships

Community Events

Legacy Pledge

Volunteering

Charity App

THE MOVE TO RELATIONSHIP FUNDRAISING

Transaction-based

Fundraising

Relationship–based

Fundraising

Focus: Immediate Donations Supporter retention

Key Measures:Campaign ROI, ADV, Response

Rates, Product Performance

Lifetime Value, Engagement,

Tenure, Mailing Non Responders

Orientation: Tactical Decisions Supporter relationship

Timescale: Short Long

Stewardship Less emphasis Major emphasis

Campaign Design &

Deployment

Analysis & Insight

Single Supporter

View

CONNECTED FUNDRAISING

KWOWLEDGE UNDERSTANDING

ACTION

Campaign Design &

Deployment

Analysis & Insight

Single Supporter

View• Basic Selections• RFV Selections• Predictive Models• Behavioural Segmentation• Profiling• Response Analysis

THE ROLE OF THE ANALYST

• ETL / Data Load• Data Quality• Preference Management• Suppressions• Enhancement

• Keycoding• Pen Portraits• Personalised Fields

A VISION OF THE FUTURE

External Lists

Operations/CRM data SINGLE

SUPPORTER VIEW

INSIGHT PLATFORM

AUTOMATION PLATFORM

Smartphone APP

Mailing House

Call centre / CRM

Email Service Provider

@

Website

Social

Website Social Mobile E-mail

DIGITAL DATA

Website AppCall

Centre

Local Office

FULL DATA ACCESS

WEBSITE DATA

Web analytics platform

Similar to Google

You own the data

Join to your supporter data

It’s free!

PERSONALISATION

PRODUCT

CONTENTTIMING

MAXIMISEDRESPONSE

PRODUCT

• Product Gap Analysis

• Next Best Offer

• Propensity Modelling

• Permutation Analysis

• Behavioural Analysis

• Supporter Journey Analysis

CONTENT

• Needs based segmentation

• Response Analysis

• Persona’s

• Profiling

• Engagement Ratio’s

• Predictive Modelling

• ROI Comparison

CHANNEL

• Permutation Analysis

• Preference Management

• Behavioural Analysis

• Engagement Analysis

• Response Analysis

• LTV ROI Forecasting

ACTION

• Modelled Asks

• Payment optimisation analysis

• Response Analysis

• Volunteer & Event Next Best Actions

• Geographic Overlays

TIMING

• Permutation Analysis

• Lifecycle Modelling

• Engagement Analysis

• Time regression modelling

• Uplift analysis

• Frequency analysis

UNDERPINNING THIS WITH ANALYSIS

AUTOMATED JOURNEYS

PROSTATE CANCER UKOUR JOURNEY HAS BEGUN

Deepen supporter engagement Put supporters at the heart of

everything we do Improve efficiency in the organisation Drive down costs Enable insight driven decisions Increase income

OBJECTIVES

PEOPLESTAGE

Integrated with FastStats

Integrated with our e-mail, direct mail, call centre and survey tool

Fully automated multi-channel communications

Welcome them to Prostate Cancer UK

Ring-fences supporters for 12 months to prevent over-marketing

Thank them for their support

Show them how have helped

Deepen engagement with the cause

Increase number of second gifts and improve regular giving conversion

NEW DONOR WELCOME PROGRAMME

NEW DONOR WELCOME PROGRAMME

Run twice a year Run weekly

BEFORE AFTER

Time consuming Runs itself

Poor stewardshipRing-fenced as part of programme

Manual CommsPreference Application

Robust CommsPreference management

Schedule led comms Trigger based comms

Manual file productionFully integrated with comms channels

Early days, but already seen a significant increase in second gifts and regular gift conversions

EARLY RESULTS

All supporter journeys brought into Peoplestage

Capitalise on cross-sell and up-sell opportunities

Integrate with all our dashboards in Tableau

Bring web data into our data ecosystem

WHAT NEXT?

DOES IT WORK?

“63% of companies that are outgrowing their competitors use marketing automation software.” (Source: Position2)

THANK YOU QUESTIONS?