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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
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WHY DO
WE EXIST?
@lindzeiy @precedentcomms #precsem
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WHY DO
WE EXIST?
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WHY DO
WE EXIST?
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HIERARCHY OF
HUMAN NEEDS:
@lindzeiy @precedentcomms #precsem
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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
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WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem
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MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
@lindzeiy @precedentcomms #precsem
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EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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OUR SUPPORTERS
ARE DISLOYAL.
”
T H E P E R C E P T I O N
@lindzeiy @precedentcomms #precsem
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OUR SUPPORTERS
ARE UNENGAGED.
”
T H E T R U T H
@lindzeiy @precedentcomms #precsem
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✱ 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
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✱ 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
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✱ 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
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✱ 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
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✱ 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
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✱ 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
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OUR SUPPORTERS
ARE UNENGAGED.
OUR CHARITY IS AT
RISK.
T H E T R U T H
@lindzeiy @precedentcomms #precsem
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HOW FIT ARE YOU
TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem
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RATING YOUR
SX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
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RATING YOUR
SX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
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HOW DO YOU
ADAPT TO YOUR
SUPPORTERS’
NEEDS?
@lindzeiy @precedentcomms #precsem
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CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem
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CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOU VALUE YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem
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CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem
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CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOUR CORE OFFER STACKS UP
TO THE REST.
@lindzeiy @precedentcomms #precsem
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CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem
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HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL
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HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL
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IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE AYOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
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IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
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“ 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
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$29.5M TO $71M
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“ To win the fight againstheart disease.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
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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
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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
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IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
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IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
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$1 BILLION
IN 17 MINS
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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
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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
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IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem
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IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem
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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
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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
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IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR
AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
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IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
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“ To be the most magical place on earth.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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“ To win the fight againstheart disease.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
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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
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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
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BUT WHAT
DOES IT
ALL MEAN?
@lindzeiy @precedentcomms #precsem
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CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem
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RATING YOUR
SX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
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EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
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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
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WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem
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MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem
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CX FITNESS
TEST TIME
@lindzeiy @precedentcomms #precsem
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THANK YOU.
@lindzeiy @precedentcomms #precsem
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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
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CRM for charity
communicators:developing excellent customer
experience
Conference
2 December 2014
London
#charityCRM