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Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
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Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12

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Transcript

  • 1. 1
  • 2. Understanding supportersbetter through digitalDan Martin, Strategy Director, ChameleonJaclyn Wilkins, Associate, Charles Russell
  • 3. Understanding supporters DATA 3
  • 4. Data is for geeks 4
  • 5. It’s OK to be a data geek though  5
  • 6. 6Flickr: kenfagerdotcom
  • 7. 7
  • 8. Where do you get the data from?• Website analytics• Social insights Those are• Supporter preferences some online• Surveys sources, but…• Email interactions• Marketing campaigns• Postal• Face-to-face What about• Events offline?• Community 8
  • 9. The data cycle Collect Use Analyse 9
  • 10. The legal stuff…• Don’t forget your data protection obligations!• Consider what information you want to collect and what you need to use it for• Are you dealing with personally identifiable information?• Remember the first and second data protection principles• Get it right from the start!• Data sharing with the charity’s trading company 10
  • 11. The legal stuff…• Website Analytics – don’t forget thenew cookies law!!• Marketing campaigns by post or email – don’t forget your obligations under the Privacy Regulations and obtaining the appropriate consents 11
  • 12. Data• Active vs. passive data collection• Analysing data• Using data 12
  • 13. Flickr: cbcd04Active datacollection 13
  • 14. Surveys• Quick, easy, powerful to deploy• Need to ensure you build the survey to get insights you can analyse and act on• Learn about your supporter segments• Make sure you can filter responses by channel• Keep them short and focus on what you want to find out – ‘We think XYZ and need validation’ – ‘We know we don’t know ABC and need to gather info’ 14
  • 15. Flickr: ausnahmezustandWho are your supporters? 15
  • 16. How many audience segments do you have?• 1-10• 10-20• 20-30• 30+ 16
  • 17. What’s our experience?• 10 clients• Total Audience segments / 10Average number of audience segments?39.4 17
  • 18. Segmenting supporters – example – Fundraiser Fundraisers Events fundraiser vs. community fundraiserChallenge events fundraiser vs. sporting events fundraiser First time challenge events fundraiser vs. repeat challenge events fundraiser Successful first time challenger events fundraiser vs. under-performing first time challenge events fundraiser 18
  • 19. Some real client examples• Medical research charity learned there was a gap in their website content for a specific supporter segment – helped them focus on a content strategy to plug that gap• Membership org shifting focus to fundraising were able to validate that changing the wording of their offering increased understanding of the supporter base of what they were funding• Health charity found Facebook fans more likely to give and preferred sponsorship / pledges, compared to website users who were less likely to give and preferred regular giving, so they could then tailor asks and propositions 19
  • 20. Flickr: SilentModePassive datacollection 20
  • 21. Passive data collection – a sliding scaleGeneric Specific Specificnon-personal non-personal personalMost analytics data Most Facebook data Device datae.g. e.g. e.g.Top content Marital status CookiesTime-on-site Gender IP AddressPages per visit Declared interests Mobile number 21
  • 22. The legal stuff…• Again, don’t forget your obligations under the Data Protection Act and the Privacy Regulations about consent• Look at what data you would like to collect and how you want to use it• Then think about the consents you might need – what expectations are you setting for the individuals concerned? 22
  • 23. Flickr: Machine ProjectAnalysing data 23
  • 24. Analysing data to learn about supporters• Focus is crucial – What segment do you want to know about? – What behaviour do you want to investigate? – What objective are you hoping to achieve?• Good examples: – Supporter paths -> conversion – Segment engagement scoring 24
  • 25. Spotting trends• Data is great for trends!• But data on its own isn’t enough – you really need insights to add on top to add context 25
  • 26. Flickr: wscullinUsing data 26
  • 27. Targeting known segments on Facebook UK targeting 45+ years old Specific bird-related interests only 27
  • 28. Using data to maximise giving 28
  • 29. Behavioural targeting - remarketing62% uplift in newsletter registrations / educationalmaterial registrationsAverage donation 67% higher for conversions viaremarketing 30
  • 30. The legal stuff…wrapping up• Think about: – What data you want to collect – How you want to use that data – What consents/procedures do you need to follow in order for you to legally achieve what you want to do with the data• Remember to check: – Your privacy policies – Your consent wording when collecting personal data – Are you compliant with the new cookies law?• Getting it right from the start will make things easier• Remember the PR consequences! 31
  • 31. • Data love 32
  • 32. Thank youdan.martin@chameleon.eu@danm605jaclyn.wilkins@charlesrussell.co.uk
  • 33. 34
  • 34. Using content to mobilisesupportersJeremy Davis, Commercial Director, ChameleonVanessa Barnett, Partner, Charles Russell
  • 35. “Mobilising supporters” Emotional engagement Content • Moved, touched, Design inspired, motivated Context Conversion • Opportunity to take Forms, SMS, share, comment action/complete 36
  • 36. Context DesignContent 37
  • 37. photo: bluewolf.com 38
  • 38. Search 39
  • 39. Photo: fanpop.com
  • 40. Photo:
  • 41. photo: AP / Obed Zilwa
  • 42. You are a publisher 43
  • 43. Hierarchy of messaging
  • 44. 45
  • 45. 46
  • 46. 47
  • 47. Content is not just what’s on your website (it’s anywherewhere you interact with your target audience )
  • 48. What makes effective content?• Strategic – it knows who it’s for and what it wants to achieve• It is context-appropriate• It is unique, compelling & action-orientated• It is shareable – think in terms of chunks of content• Keeping content legal - copyright 51
  • 49. Flickr: ollesvensson
  • 50. Flickr: naixn
  • 51. Flickr: grendelkhan
  • 52. Flickr: p_a_h
  • 53. Getting the rights in• Creating new content • Using existing third – Commercial production party content • Assignment always – Commercial licence preferable! • Content libraries – User generated content • Creative Commons • Assignment unlikely, but very wide licence • Be careful licence rights wide enough – Exclusive/non-exclusive – Territory – Media – Devices• Employees/consultants – Language 56
  • 54. Flickr: phpphoto 2010
  • 55. The ‘right’ to ‘share’
  • 56. Context• What is the context? – What are they doing? – Screen sizes always change (iPhone5, Kindle Fire, Internet TV, etc)• Responsive design vs platform-specificity – E.g. Mobile – 20% of Facebook mobile users are mobile-only – Non-responsive: http://www.oxfam.org.uk/ – Responsive: http://worldwildlife.org/ 63
  • 57. What to do?• 1st step in most web projects now is content strategy – What do you have? – What do you need?• The 3 Ps (and an M and a T): – People – Places – Production (you or 3rd party? – cf Red Bull) – Measure - Test- Keeping it legal – advertising rules 64
  • 58. Don’t forget advertising rules
  • 59. Informal guidance• Disclosure of paid promotions or endorsements.• Use ‘#ad’ hashtag or #spon if someone has been paid to promote your organisation. 69
  • 60. Put the papaya down, Orlando 70http://www.guardian.co.uk/business/2012/sep/19/waitrose-twitter-hashtag
  • 61. Design & emotional engagement“Design is an opportunity tocontinue telling the story, not justto sum everything up.” – Tate LindenExample: Charity Water 71
  • 62. Emotional Response Testing (ERT) 72
  • 63. Context DesignContent 73
  • 64. ContextContent Design
  • 65. The opposite of good! 75

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