fundraising campaign automation - institute of fundraising...
TRANSCRIPT
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
Experience / Event / Visit Call
Centre
On-line
Text to Give
Donation Platforms
Welcome pack
Direct Mail
Newsletter
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?