walk in your donor prospect's shoes and learn how to drive them to action - redengine digital...
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Presentation Summary: Come to this session and walk a mile in your donor's shoes. We'll walk you through the donor conversion funnel - from the donor's perspective - from awareness to engagement to transaction, and help you understand how to use specific tactics to create your ideal donor multi-channel funnel. You'll learn how content marketing, advertising, social media, mobile and conversion optimization collaborate and integrate to form the funnel that drives a prospect to become your donor. Learning Outcome #1: Understand what a donor prospect sees during the process of first becoming interested in a cause, through finding a nonprofit, and finally making a donation Learning Outcome #2: See how different marketing strategies impact each other and eventually lead to compounding results Learning Outcome #3: Understand how collaboration is vital to success and apply learned tips and tactics to your fundraising efforts - Liz Murphy, Founder, RedEngine Digital @lizred - Rosa Del Angel, VP of Strategy, RedEngine Digital, @rdelangel - Brian Rogel, Associate Director of SEO and SEM, RedEngine Digital, @BrianRogelTRANSCRIPT
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Walk in Your Donor Prospect's Shoes and Learn
How to Drive Them to Action
Liz Murphy, Founder, RedEngine Digital@lizredRosa Del Angel, VP of Strategy, RedEngine Digital, @rdelangel Brian Rogel, Associate Director of SEO and SEM, RedEngine Digital, @BrianRogel
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What is “Google Grants”?
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Let’s Start…Where is Digital
Marketing Today?
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Digital media consumption is booming, led by mobile growth
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In 2013, 86% of American adults use the internet, up from just 14% in 1995. -- PewResearch Internet Project
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Mobile is Now the Norm
As of December 2013, 56% of U.S. digital
media consumers constitute the “multi-platform majority”-- comScore
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Customers Don’t See Channels
“I just want to buy
something, when,
where, and how I
choose”
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So Marketing Budgets Are Changing Too
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Online Giving Continues to Grow
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Meet the “Digital Omnivore”
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Online Giving
“A seamless brand experience is key to engaging today’s tech-savvy, multi-
device-owning customer.”
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Engaging the New Omni-channel Consumer
Source: Optify
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Say Goodbye to the Old Digital Media Silos
EMAIL WEBSITE SEARCH DISPLAY SOCIAL MOBILE
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Focus Your Digital Marketing Efforts on the Donor, Not the Channel
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Welcome the Digital Marketing Trifecta
PAID MEDIAPaid search (PPC)
DisplaySocial Advertising
Mobile app adsEmail buys
EARNED MEDIASEO, Social media
(retweets, likes, pins, shares, reputation
Management)Mobile (shares,
reviews)
OWNED MEDIAMobile (apps, games)
Website contentEmail
Social (FB pages, blogs, Twitter
accounts, Pinterest,Tumblr, etc.)Mobile alerts
PAID/EARNED MEDIASocial media ads,
shares, likes,reputation management,Mobile app ads, shares,
reviews
PAID/OWNED MEDIAMobile, apps,
games, social media ads, Twitter content,
blogs
EARNED/OWNED MEDIA
Social, likes, shares,retweets, mobile app ads,
shares, reviews
EARNED/PAID/
OWNED MEDIA
Social (ads, blogs, shares,
sponsored content)Mobile apps
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Understanding the Conversion Funnel
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What is a Conversion Funnel?
“Conversion funnel is a technical term used in e-commerce operations to describe the track a consumer takes through an Internet advertising or search system, navigating an e-commerce website and finally converting to a sale.” -Wikipedia
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Feed The Conversion Funnel
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Top of the Funnel Strategies
Non-Branded Search Marketing (SEO and PPC)
Display Advertising/Social Media Advertising (Including Online Video)
Content Marketing Video Marketing Offline Marketing – Direct Mail/DRTV/Radio/Print
Advertising/Telemarketing/Events Partnerships
Prospects
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Top of the Funnel – American Diabetes Association
Goal: Improve the amount of new online donors Strategy: Increased prospecting within the display
advertising campaign Results: Display brought 66% new online donors
which was a greater % of new donors than any other channel
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Top of the Funnel – Non-Branded Content – Catholic Relief Services
40.47% of organic traffic traffic to Catholic Relief Services comes from non-branded keywords.
82.77% of non-branded traffic comes from new visitors
• what is aids and hiv• prayers for the Philippines• catholic service
organizations• catholic donations• catholic refugee services• catholic relief fund• relief services• food and hunger
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Top of the Funnel – Safe Kids USA
80% increase in number of fans as a result of FB ads
3,000 very qualified new email addresses from email sign up in landing page.
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Middle of the FunnelStrategies
Branded Search Marketing (SEO and PPC)
Email Marketing/Email Subscriptions Direct Mail Telemarketing (Upsell) Social Media Marketing Remarketing/Retargeting
Leads
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Middle of the Funnel – Special Olympics
Goal: Improve the conversion rate of people who previously visited the Special Olympics Website
Strategy: Ran a remarketing campaign and then used an A/B test to gauge its impact
Results: The remarketing test group achieved a 330.81% higher conversion rate than the control group that was not shown remarketing ads
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Middle of the Funnel – American Diabetes Association, Paid Search (SEM)
Using Grants and Paid search the SEM campaign received100% of the search impression share on branded terms during an EOY campaign
As a result, search raised $456,000 with 397% ROI
Revenue was up 64% over previous year
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Bottom of the Funnel Strategies
Conversion Optimization/Landing Page Optimization
Post-Conversion Marketing Attribution Reporting/Analytics
Donors
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Bottom of the Funnel - CARE
Goal: Improve conversion rates and average gift Strategy: Ran an A/B test between an end-of-year donation form vs. a
splash page with more information about CARE which linked to the donation form
Results: Visitors sent to the splash page were 47% more likely to donate and had an average gift $69 higher than visitors sent to the donation form
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Bottom of the Funnel - HSUSLightbox test helped identify highest performing creative for EOY.
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Funnel Synergy
Combining multiple channels within the funnel creates compounding benefits
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Funnel Synergy – Special Olympics, Connecting Offline & Online Audiences
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Facebook EOY CRM Retargeting
• Facebook CRM ads targeting direct mail donors, lapsed donors and non-donors
• Test Group A featured donors who received a Matching Gift direct mail package AND were served Facebook ads
• Test Group B included lapsed donors and non-donors who received a non-Matching Gift direct mail piece AND were served Facebook ads
• 2 Control groups (donor and non) who did not see Facebook ads
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Facebook EOY CRM Retargeting
• For donors, FB ads generated 153% ROI with online gifts, plus small avg gift increase in mail
• For non-donors, FB ads lifted avg gift in mail by nearly 20% and generated 21% more revenue than DM group who did not see ads. for every $1 spent online, we raised $8.50 in the mail.
• Match rate from Facebook was 50%
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Funnel Synergy – American Diabetes Association, Integrated Email & DM
Direct MailDonors Pre-Email
Direct MailDonors Post-Email
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ADA Matching Gift Campaign
• 2-email series to 20,000 direct mail donors – two segments
• 4-email series to house file and DM donors got emails #2-4 (suppressed from email #1)
• Pre- and post-emails integrated with direct mail campaign (DM included GA tagged vanity url for online donations)• Pre-email sent March 5• Direct mail in home March 8-15• Post email sent March 19
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A $20K Surprising Result!
• Small return via email and 5% lift in DM giving• BUT $20,105 attributable revenue came in via the
vanity URL donation form• DM donors who received emails were 3x more
likely to give online and give a gift 32% higher than those who didn’t receive emails
• Many first-time online gifts from this group
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Email was a huge influencer
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Number of Donations via Vanity URL by Date
3/15/2013Direct Mail
in home date
(mailed 3/2/2013)
3/19/2013Post Direct Mail Email
4/17/2013Email #2 De-
ploys
5/1/2013Email #3 De-
ploys
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Funnel Synergy – Social Media + Search
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Full Funnel Strategy – CARE EOY
CARE EOY Funnel Strategy
Top Funnel: Display & SEOMiddle Funnel: PPC & RetargetingBottom Funnel: LPO
The EOY integrated campaign raised a total of $538,169 which increased revenue by 60% year-over-year.
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Data and Attribution
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Consider More Than One Interaction When Evaluating Media Efforts
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Multiple Touch-points New Attribution Approach
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Typical Channel Roles in the Journey:Assist vs. Last Interaction
Source: Optify
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Channel Interaction Pathway
Source: Optify
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Revenue By Device & Channel
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Breaking Down Cross-device Barriers
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Cross-device Report in Universal Analytics
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New Cross-device Data
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Thank you!
Don’t forget to visit the
Solutions Showcase!
Many of the ideas discussed today are on display at the
Solutions Showcase!
Got Questions? Contact RedEngine Digitalhttp://www.redenginedigital.com
Facebook: www.facebook.com/redenginedigital Twitter: @redengine
Email: [email protected]: 703-556-8489