what to consider when planning your digital fundraising strategy
DESCRIPTION
Digital Fundraising strategy guide with online fundraising campaign examples and case studies. This online fundraising presentation also makes recommendations on the systems and infrastructure you need to put in place and getting the right resources into the team.Digital fundraising includes Email, Websites, Mobile, Social Media, Search, Content Marketing and more.There is a shorter version of this presentation that just focuses on emerging Mobile, Content and Social Media fundraising.TRANSCRIPT
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What to remember when building a digital fundraising strategy
24 July 2012
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Digital is Constantly changing Now in close proximity Better ROI Full of opportunities.
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• Don’t be afraid Digital fundraising employs the same marketing principles that you already know
Digital is not a brave new world
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Test, report, optimise, repeat
Strategy
Iden,fy prospects
Messaging Conversion
Analysis
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Digital should integrate into your existing fundraising strategy • Digital should support, enhance and streamline your fundraising
Support • Consistent messaging & look and feel • Provide a destination for your messaging • Provide the point of sale transaction
Enhance
• Continue to develop the story • Engage & interact with the supporter • Multiple touch points increase frequency & awareness
Streamline
• Automate systems & processes for efficiency • Increase marketing return on investment • Reduce processing times.
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Digital makes sense, because it gives you more options
• Good fundraising gives the supporter options, right?
• Different ways to donate • A choice of communication channels • Multiple ways to interact and engage.
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Different ways to donate
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A choice of communication channels
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Multiple ways to interact & engage
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Just in case you weren’t sure, Digital includes …
Email Website
Search
Social Mobile
Display
Content
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• Email is the cornerstone of your digital fundraising strategy What Email IS What Email IS NOT
Fast & simple Unique
Direct response Highly engaging
Personalised Awareness building
Measurable
Reten,on (+ Acquisi,on)
Economical
Sta,c or dynamic
High response & conv. Rates
Compe,,ve
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Prolific emailers
Dynamic emails that personalise content based on the user behaviour will improve your results – but it requires more content.
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Mobile
• Mobile is • the future, you cannot ignore it • highly personal and can have an almost guaranteed open rate • always on … even when its off • Convenient • practical, brief & task orientated
• Mobile includes: • Tablets, Phones, Bluetooth, Outdoor, NFC • Mobile websites • Apps • SMS • Local • Advertising – still very cost effective.
Mobile is NOT: • highly visual • long form • complicated
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.mobi or m.domain.org WEB
MOBILE
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Mobi site versus Smartphone App Smartphone App Mobile Site
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Not for profit Nature Conservancy WWF International
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Who is doing mobile well? Mobile Banking Automotive Social Networking
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Always remember for mobile
• Must be practical and convenient • Some people have fat fingers – make buttons and links BIGGER • It’s about functionality, not design – help them achieve their goal faster • Tablets are different to phones.
HOW TO DO IT
• Figure out what mobile solution suits your organisation best • There are open source mobile CMS + Apps • Get a plugin for your website that detects mobile devices • Chunk up your content – reduce & simplify (see ABC example) • Get a mobile specialist to plan and design your mobi site.
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Content is King
• Content marketing is about expanding the telling of the story and spreading it across every (digital) channel
• Content is • Video • Images • Games • Infographics • Text • Polls & surveys • Petitions and campaigns • And anything else you can think of.
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Content comes in many forms
WWF + Ben Lee – Song for the divine mother of the universe http://vimeo.com/11127915
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Content is emotional & powerful
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Content gives the back story
Greenpeace – Ken & Barbie
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Content keeps you engaged http://pleasurehunt2.mymagnum.com/?lc=en_au
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Websites
Websites are Brand reputation Validation Research Transaction/ eCommerce Content and information architecture Stories Customer service
Your supporters EXPECT you to have a website. If you don’t have a website, you don’t exist.
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Social media Social media is
• An organisation wide initiative • harder than it looks – creating a
real 2 way relationship • an excellent PR and
customer service channel, IF its not censored
• LIVE and Public • creates advocates.
The power of social media is in the opportunity created by leveraging the friends of your fans. For every fan, there are 34 additional friends of fans that can be reached.
For Organisation Pages: Only 16% of fans are reached *Source: The power of LIKE study Comscore and Facebook in 2011
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Cool stuff – Dalai Lama G+ Hangout
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Social Media is a commitment, not a campaign Dermot O’Gorman is the CEO of WWF-Australia. He has been tweeting for less than a year but he now tweets up to 10 times a day, with at least 3 posts.
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Having a cause makes it even better
36,000 people have liked the Movember Australia site.
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Amnesty Freedom Dictionary http://www.freedomdictionary.org/
Over 125,000 words set free
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Where to start with social
1. Listen first 2. Create social media guidelines & response timelines for your
organisation 3. Outline a content plan – but don’t plan and approve every tweet 4. Create content that will keep your stories going
• Video • Images • Infographics • Survey’s • Games • Campaigns, promotions, competitions
5. Be committed – there is no start and end date 6. Put experienced, senior staff as social ambassadors. Social media is
not just for the youth 7. Social media is always on, it’s the front lines, full time 8. THEN go live.
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Search – SEM and/ or SEO. They’re already looking for you • Search engine optimisation (SEO – natural search)
• Yes, its about keywords and content • But, success is determined by inbound links to your website • Long term strategy (SEO) and sustained commitment
• Search engine marketing (SEM – Paid search) • Google Grant $10,000 month
• SEO and SEM must be aligned to reap greatest rewards.
Search is the best digital channel for • qualified leads, when further down the consideration cycle • Strong acquisition • Immediate results (SEM) • Highest ROI/ lowest CPA of digital channels in corporate world but
harder space for charities.
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How search can support Natural Search (SEO) Paid Search (SEM)
Search Tip: Use SEM to test your campaign messaging. Google will automatically optimise to the best performing creative. This gives you some insight into what type of language and call to actions motivate people most.
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Display banner advertising
• Low engagement (0.04% CTR) and conversion rates • Should only be used to support large scale Brand campaigns • Buy on CPA only – affiliate and performance networks.
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Digital media channels
Digital Channels Acquisi9on Reten9on Engagement
Email ✔ ✔✔ ☐
Social Media ☐ ✔ ✔✔
Paid Search ✔✔ ✖ ✖
Video ☐ ✔ ✔✔
SMS ✔ ✔ ✖
SEO ✔✔ ✔ ✖
Display Banner Adver,sing
☐ ✔ ✖ ✔
Website ✔ ✔ ✔
Mobile – sites, apps etc
✔ ✔ ✔
Website -‐ eCommerce
✔ ✔ ✔
Of course it depends how you employ these channels
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Understand the similarities
Online and Offline fundraising are not so different
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Understand the similarities
• Digital fundraising should support and piggy back off of your existing traditional fundraising channels
Offline Online Comparison Online Support
Direct Mail Email SMS
Media Social Media Website
Face 2 Face NA NA
Direct Response TV Video
Telemarke9ng -‐ Outbound SMS Email
Supporter Rela9ons – Inbound Search Website
Print Adver9sing Display Banner Adver,sing
Brochure/ Insert Website Email
Word of Mouth Social Media Email
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Start with the database
Digital fundraising lives and dies by the health of your database
• Segmentation
• Take the donor on a planned journey
• Fill the top of the funnel – drive traffic
• Cultivate relationships with relevant stories & convert
• Retain and upgrade the base • Test & optimise the ask to increase the average gift
• Monitor, report & re-invest.
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Digital fundraising funnel
Prospects
Visitors
Subscribers
Advocates
Supporters
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Reduce, reuse, recycle
Many of your offline fundraising materials can be adapted for digital
• Reduce the file size & the length of the copy
• Reuse the story, imagery and design elements
• Recycle the individual elements across each channel.
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Integrated Fundraising Case Study: WWF Christmas Tiger Adoption 2010 Offline Online Learning’s
DM Email Created instant demand
Supporter Magazine Website Consistent presence
eCommerce Website Offline ac,vity difficult to manage inventory
Social Media Emo,onal bragging
DRTV SMS Ability to easily ac,on
Display Banner Adver,sing Increased frequency & sales
Search Engine Marke,ng Spikes aWer DRTV aired
The online & offline campaign were perfectly aligned – except for stock control.
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Understand the differences
But digital does require a different approach sometimes
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Understand the differences
1. Invest in developing the right systems, processes and
2. Resources – get a digital specialist
3. Understand the role each digital channel plays in the engagement & consideration cycle
4. Analytics is essential. Yes, there is lots of data. But getting the tracking right takes time
5. Usability testing and focus on the user will be a differentiator
6. User experience is paramount 1. Shorter copy, less formal content, chunk it up 2. Functionality is more important than design 3. Content is King!
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1. Systems & digital infrastructure
CRM/ eDB
CMS + Email
Payment Gateway Analy-‐
,cs
3rd Party
Systems
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2. Skillsets and resources
• Web Developer + Digital Producer + Content Curator/ Producer
• Digital Fundraising Manager
• Data Hygienist
• Fundraising Analyst
CRM/ eDB
CMS +
Email +
Payment Gateway
Anal-‐y,cs
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3. Consideration cycle touch-points
• Donors use search at both the beginning & end of their consideration cycle
• Mobile is used for convenience during the day, but is more integrated with other channels & transactional at night
• Email can also be the first &/ or last touch point for many donors
• Social media is sometimes the first contact but is most often used during the information/ sentiment gathering stage
• Websites are used for research, reputation and transaction.
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Donor journey’s cross over channels First touch-point Message validation Follow up
& convert
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User journey’s cross over First touch-point Message validation Follow up
& convert
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4. Analytics is essential
Invest in some Google Analytics training • Custom reporting
• Track user scenarios • Apply a value to each goal,
especially the combination of actions that show an engaged user
• Setting goals and conversion
• Campaign tracking parameters http://www.wwf.org.au/?utm_source=Adconion&utm_medium=CPA-Banner&utm_campaign=Adopt-Tiger
• Understand where your direct traffic comes from (often email) • Apply the secondary dimension metrics to find the hidden insights.
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Data, data, data
• Use the data – but most people don’t even look at the data let alone identify the insights that can be actioned
• Make sure your database is clean and you have taken the time to segment your database
• Donors / Campaigners / Subscribers / Inactive • Interests • Donor Value
• Invest in cross-channel tracking • What is the first click? Not just the click that converts • What combination of channels provides the highest RMOI? • How many touch-points do you need to use to get a conversion? • Which channel drives the highest average gift? • What channels shorten the consideration cycle?
• What content themes engage the user most? • What content drives traffic? • What content drives donations?
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What to measure • The days of measuring impressions and clicks are over but CTR still
shows relevance
• Focus on conversions – but also on engagement, time spent on site(duration) and bounce/ exit rates
• Track month on month and year on year growth & conversion rates – not raw numbers
• Know which content engages your users most, converts them faster, compels them to share with a friend
• Monitor how much of your supporter base is using mobile
• Put a value on a Share or a Subscriber (non-financial supporters) as well as a donor. These are still prospects
• Online is direct response – don’t let anyone tell you its for awareness!
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5. Usability is a differentiator Usability measures the ease of use of your website by its visitors. Basically, how easy is it for your audience to achieve their intended goal? Usability looks at 3 primary areas of a website: 1. Accessibility
1. Page load times 2. Colour contrast , font size 3. Optimised for screen readers
2. Functionality 1. How intuitive is the process 2. Does the website behave as expected
3. Navigation & Content 1. Clear & concise labels 2. Adequate linking 3. SEO and user friend urls 4. Design is consistent
Usability cannot be successful if its an after though. When planning, Put the donor first.
Forrester’s are the leading usability experts globally. They carry out usability benchmarking and testing.
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6. Online user expectations People behave differently online. Digital is about research, engagement & transaction. Therefore, the content must fit the medium.
• Shorter sentences, less formal language, shorter copy in general
• Keyword rich content for search engines – say exactly what you mean, no puns or metaphors
• Engagement objects like games, video, infographics, polls & images help tell the story at a glance
• Real time transactions & automated responses – users expect their receipt immediately.
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The role of online
Make sure that you are using digital channels for the right reasons
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Many reasons to go online
• Its where people are spending more time • Direct Response • Personalisation • Data is power • Automation • Fast & reactive • Always on – never miss an opportunity • Interactivity • Customer service channel • Multiple touch-points
• Online will save you time and money.
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The role of online
• Before creating and implementing a digital fundraising strategy, your organisation must first understand the role of online within your business
• Is it a broadcast communication channel? • Is it a passive research tool? • Is it to get to know your supporters better? • Will it be a revenue stream? • Is it a cost saving initiative? • Is it a test? • Do your supporters use/ want it?
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But there are some drawbacks
• Few proven models • There are risks
• Cluttered
• Hard to build trust
• It changes quickly, Innovation is a must.
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Only when it works
• Like any other medium, you should only use online when it makes sense and when it works
• Grow and invest in the channels that are providing results
• Hold online accountable to the same ROI models as your offline fundraising (it should be better)
• If it doesn’t add value, don’t do it
• Innovate to achieve a goal, not just for the sake of it.
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Achieve your objectives
Digital Channels Acquisi9on Reten9on Engagement
Email ✔ ✔✔ ☐
Social Media ☐ ✔ ✔✔
Paid Search ✔✔ ✖ ✖
Video ☐ ✔ ✔✔
SMS ✔ ✔ ✖
SEO ✔✔ ✔ ✖
Display Banner Adver,sing
☐ ✔ ✖ ✔
Website ✔ ✔ ✔
Mobile – sites, apps etc
✔ ✔ ✔
Website -‐ eCommerce
✔ ✔ ✔
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Digital fundraising is not a brave new world. It’s about More options Richer stories Personal engagement.
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If you have a digital problem, I will create a solution that will work for you. Call me for a digital health check.
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Parachute Digital Digital Strategy Digital Fundraising Digital Training
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Parachute Digital
Shanelle Newton Clapham [email protected] 0406 691 030 www.parachutedigitalmarketing.com.au