how digital can win back competitive advantage. crm for charity communicators conference, 2 december...

PRECEDENT @ CHARITY COMMS

DECEMBER 2 // 2014

HOW DIGITAL CAN WIN BACK

COMPETITIVE ADVANTAGE.

CX SURVIVAL

OF THE FITTEST

@lindzeiy @precedentcomms #precsem

LINDSAY HERBERT,

GLOBAL HEAD OF DIGITAL

WHY DO

WE EXIST?

@lindzeiy @precedentcomms #precsem

WHY DO

WE EXIST?

WHY DO

WE EXIST?

HIERARCHY OF

HUMAN NEEDS:

@lindzeiy @precedentcomms #precsem

HIERARCHY OF

HUMAN NEEDS:

TO THRIVE WE WANT

SELF ESTEEM AND

SOCIAL ACCEPTANCE

TO SURVIVE WE WANT

WEALTH, SECURITY AND

PHYSICAL WELLBEING

@lindzeiy @precedentcomms #precsem

WHY DO

YOU EXIST?

@lindzeiy @precedentcomms #precsem

MEANINGFUL IDEAS,

INTELLIGENTLY DELIVERED.

”

@lindzeiy @precedentcomms #precsem

@lindzeiy @precedentcomms #precsem

@lindzeiy @precedentcomms #precsem

@lindzeiy @precedentcomms #precsem

EVERY ORGANISATION

STARTS OUT BY MEETING

THE NEEDS OF ITS AUDIENCES.

@lindzeiy @precedentcomms #precsem

EVERY ORGANISATION

STARTS OUT BY MEETING

THE NEEDS OF ITS AUDIENCES.

TIME GOES ON.

NEEDS EVOLVE.

@lindzeiy @precedentcomms #precsem

@lindzeiy @precedentcomms #precsem

OUR SUPPORTERS

ARE DISLOYAL.

”

T H E P E R C E P T I O N

@lindzeiy @precedentcomms #precsem

OUR SUPPORTERS

ARE UNENGAGED.

”

T H E T R U T H

@lindzeiy @precedentcomms #precsem

✱ They can’t donate easily.

So they don’t give more.

✱ They can’t find advice or support.

So they don’t fundraise.

✱ They hate all the direct mail.

So they don’t refer others.

✱ They can’t see where money goes.

So they warn others.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t donate easily.

✱ So they don’t give more.

✱ They can’t find advice or support.

So they don’t fundraise.

✱ They hate all the direct mail.

So they don’t refer others.

✱ They can’t see where money goes.

So they cancel their direct debit.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t donate easily.

✱ So they don’t give more.

✱ They can’t find advice or support.

✱ So they don’t fundraise.

✱ They hate all the direct mail.

So they don’t refer others.

✱ They can’t see where money goes.

So they cancel their direct debit.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t donate easily.

✱ So they don’t give more.

✱ They can’t find advice or support.

✱ So they don’t fundraise.

✱ They hate all the direct mail.

✱ So they don’t refer others.

✱ They can’t see where money goes.

So they cancel their direct debit.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t donate easily.

✱ So they don’t give more.

✱ They can’t find advice or support.

✱ So they don’t fundraise.

✱ They hate all the direct mail.

✱ So they don’t refer others.

✱ They can’t see where money goes.

✱ So they cancel their direct debit.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t donate easily.

✱ So they don’t give more.

✱ They can’t find advice or support.

✱ So they don’t fundraise.

✱ They hate all the direct mail.

✱ So they don’t refer others.

✱ They can’t see where money goes.

✱ So they cancel their direct debit.

✱ They don’t feel valued or listened to.

✱ So they never come back.

T H E T R U T H

OUR SUPPORTERS

ARE UNENGAGED.

OUR CHARITY IS AT

RISK.

T H E T R U T H

@lindzeiy @precedentcomms #precsem

HOW FIT ARE YOU

TO SURVIVE CHANGE?

@lindzeiy @precedentcomms #precsem

RATING YOUR

SX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

@lindzeiy @precedentcomms #precsem

RATING YOUR

SX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

@lindzeiy @precedentcomms #precsem

HOW DO YOU

ADAPT TO YOUR

SUPPORTERS’

NEEDS?

@lindzeiy @precedentcomms #precsem

CULTURE

ANALYSIS

RATIONAL

EMOTIONAL

@lindzeiy @precedentcomms #precsem

CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU VALUE YOUR AUDIENCES.

@lindzeiy @precedentcomms #precsem

CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU GATHER FEEDBACK AND REACT.

@lindzeiy @precedentcomms #precsem

CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOUR CORE OFFER STACKS UP

TO THE REST.

@lindzeiy @precedentcomms #precsem

CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU ELEVATE AND DELIGHT

YOUR AUDIENCES.

@lindzeiy @precedentcomms #precsem

HOW TO

@lindzeiy @precedentcomms #precsem

CAREWITH DIGITAL

HOW TO

@lindzeiy @precedentcomms #precsem

CAREWITH DIGITAL

IF YOU’RE ENDANGERED,

START WITH:

CULTUREHOW YOU VALUE AYOUR AUDIENCES.

C A R E

@lindzeiy @precedentcomms #precsem

IF YOU’RE ENDANGERED,

START WITH:

CULTUREHOW YOU VALUE YOUR AUDIENCES.

C A R E

@lindzeiy @precedentcomms #precsem

“ To provide our customers with the most convenient access to media entertainment.”

W H Y D O Y O U E X I S T ?

@lindzeiy @precedentcomms #precsem

$29.5M TO $71M

“ To win the fight againstheart disease.”

W H Y D O Y O U E X I S T ?

@lindzeiy @precedentcomms #precsem

HOW THE SITE MAKES

BHF A CHAMPION IN:

CULTURE

✱ Puts Supporter Experience first.

✱ Uses feedback and trends to inform decisions.

✱ Ties site performance to SX targets.

✱ Budget set aside for new opps post-launch.

@lindzeiy @precedentcomms #precsem

C A R E

ENDANGERED?

NEXT STEPS TO FIX:

CULTURE

C A R E

1. Business case: Audit & competitor benchmark

2. Vision & Roadmap: Senior leader strategic session

3. UX & Design: Test variations, fix critical journeys

4. Prototype new features: Build, deploy, test, enhance

@lindzeiy @precedentcomms #precsem

IF YOU’RE EXPOSED,

START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

@lindzeiy @precedentcomms #precsem

IF YOU’RE EXPOSED,

START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

@lindzeiy @precedentcomms #precsem

$1 BILLION

IN 17 MINS

HOW THE SITE MAKES

BHF A CHAMPION IN:

ANALYSIS

C A R E

✱ Sitecore personalisation and profiling.

✱ All data is collated and stored in Sitecore.

✱ Custom dashboards for events to track behaviour.

✱ Promotes more real-time, two-way engagement.

@lindzeiy @precedentcomms #precsem

EXPOSED?

NEXT STEPS TO FIX:

ANALYSIS

C A R E

1. Data & insight strategy: Prioritisation and IT roadmap

2. Audience testing: Guerrilla, group & 1-on-1

3. Goal tracking & reviews: Metrics, tools & brainstorms

4. Social tests: Uncover opps & trial new features

@lindzeiy @precedentcomms #precsem

IF YOU’RE A CONTENDER,

TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP

TO THE COMPETITION.

C A R E

@lindzeiy @precedentcomms #precsem

IF YOU’RE A CONTENDER,

TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP

TO THE COMPETITION.

C A R E

@lindzeiy @precedentcomms #precsem

HOW THE SITE MAKES

BHF A CHAMPION OF:

RATIONAL

C A R E

✱ Optimises mobile and tablet experiences.

✱ Automates end-to-end processes for fewer errors.

✱ Better UX for critical journeys.

✱ Increases access options for rich content.

@lindzeiy @precedentcomms #precsem

CONTENDER?

NEXT STEPS TO FIX:

RATIONAL

C A R E

1. Build a new website: Transactional not informational

2. New mobile offering: Solve real-world problems

3. New social offering: Functionality or service

4. Innovate the offering: Brand new digital services

@lindzeiy @precedentcomms #precsem

IF YOU’RE A CHAMPION,

HARNESS THE:

EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR

AUDIENCES.

C A R E

@lindzeiy @precedentcomms #precsem

IF YOU’RE A CHAMPION,

HARNESS THE:

EMOTIONALHOW YOU ELEVATE AND DELIGHT

YOUR AUDIENCES.

C A R E

@lindzeiy @precedentcomms #precsem

“ To be the most magical place on earth.”

W H Y D O Y O U E X I S T ?

@lindzeiy @precedentcomms #precsem

@lindzeiy @precedentcomms #precsem

@lindzeiy @precedentcomms #precsem

@lindzeiy @precedentcomms #precsem

@lindzeiy @precedentcomms #precsem

“ To win the fight againstheart disease.”

W H Y D O Y O U E X I S T ?

@lindzeiy @precedentcomms #precsem

HOW THE SITE MAKES

BHF A CHAMPION OF:

EMOTIONAL

✱ Personalises journeys to make supporter feel valued.

✱ Brings social element into event participation.

✱ Lets organisers of all types manage events.

✱ Makes fundraising easier and more sociable.

@lindzeiy @precedentcomms #precsem

C A R E

CHAMPION?

NEXT STEPS TO BOOST:

EMOTIONAL

1. Content strategy: User focused & goal driven

2. Campaigns & features: Digital-only & multichannel

3. New tech integration: Beacons, wearables, etc.

4. Communities & loyalty: Programmes for ambassadors

@lindzeiy @precedentcomms #precsem

C A R E

BUT WHAT

DOES IT

ALL MEAN?

@lindzeiy @precedentcomms #precsem

CULTURE

ANALYSIS

RATIONAL

EMOTIONAL

@lindzeiy @precedentcomms #precsem

RATING YOUR

SX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

@lindzeiy @precedentcomms #precsem

EVERY ORGANISATION

STARTS OUT BY MEETING

THE NEEDS OF ITS AUDIENCES.

TIME GOES ON.

NEEDS EVOLVE.

@lindzeiy @precedentcomms #precsem

HIERARCHY OF

HUMAN NEEDS:

TO THRIVE WE WANT

SELF ESTEEM AND

SOCIAL ACCEPTANCE

TO SURVIVE WE WANT

WEALTH, SECURITY AND

PHYSICAL WELLBEING

@lindzeiy @precedentcomms #precsem

WHY DO

YOU EXIST?

@lindzeiy @precedentcomms #precsem

MEANINGFUL IDEAS,

INTELLIGENTLY DELIVERED.

”

@lindzeiy @precedentcomms #precsem

CX FITNESS

TEST TIME

@lindzeiy @precedentcomms #precsem

THANK YOU.

@lindzeiy @precedentcomms #precsem

Visit the CharityComms website to view

slides from past events, see what

events we have coming up and to

check out what else we do.

www.charitycomms.org.uk

CRM for charity

communicators:developing excellent customer

experience

Conference

2 December 2014

London

#charityCRM