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Graham Covington, Engaging Networks …

Graham Covington, Engaging Networks
Charity online engagement conference
www.charitycomms.org.uk/events

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  • 1. CharityComms: Online EngagementLeading or Lagging? March 27, 2013
  • 2. online engagementare charities leading the way? the  online  engagement  of  chari/es  and  commercial  organisa/ons  can  not  be   compared  using  high  level  Internet  usage  data  (e.g.  the  percentage  of  people   purchasing  goods  online  versus  the  high  street) In  December  2012,  research  company  NPD  Group  looked  into  the  effect  of  social   media  on  shoppers’  buying  paFerns;  they  asked  if  respondents  shopped  for  a   product  online  as  a  result  of  something  they  had  seen  on  a  social  media  site,  27%   said  yes. purchasing  goods  online  is  a  fundamentally  different  dynamic  to  online  charity   giving what  can  be  compared  is  the  effec/veness  of  chari/es  in  execu/ng  the   fundamentals  of  online  engagement www.engagingnetworks.net
  • 3. how do you stack up?engagement scorecard message:    the  first  point  of  engagement  you  need  to  score  is  your  message:    is   your  appeal  interes/ng,  engaging,  emo/ve? marke8ng:    chari/es  use  a  wide  range  of  tools  to  market  fundraising  campaigns   to  exi/ng  donors  and  prospec/ve  donors;  is  your  marke/ng  engaging? conversion:    once  a  donor  has  made  the  commitment  to  donate,  how  engaging   is  the  dona/on  page?    has  it  been  op/mized  to  convert? rela8onship:    donors  need  ongoing  engagement  to  con/nue  suppor/ng  your   charity www.engagingnetworks.net
  • 4. message... think storyare you telling good stories? telling  good  stories  is  a  cri/cal  component  of  online   engagement:    it  is  the  star/ng  point good  stories  draw  people  to  your  mission  and  your   community,  but  more  importantly,  they  get  shared stories  can  be  expressed  in  wri/ng,  video,  and   images the  stories  chari/es  tell  compete  in  a  crowded   media  marketplace  with  stories  told  by  commercial   brands www.engagingnetworks.net
  • 5. marketing.... you make giving funHumane SocietyInternational ‘gamified’  recurring  dona/on  page move  the  slider  to  give  more the  more  you  give,  the  more  lab   animals  are  released the  lab  gate  moves  across  the  page   as  you  move  the  slider www.engagingnetworks.net
  • 6. messaging.... did it work?in a word... yes The  ‘gamifica/on’  of  the  recurring  giR  page  produced: A  higher  average  recurring  giR A  higher  number  of  recurring  giRs Analysis  of  December  2012  recurring  dona/ons: General  dona/on  page  (not  interac/ve/redesigned): 56  recurring  dona/ons;  average  giR  $18.36 Street  Dog  Defender  (interac/ve  with  slider): 33  recurring  dona/ons;  average  giR  $21.39 Lab  Animal  Defender  (interac8ve  advanced  design): 122  recurring  dona8ons;  average  giB  $22.08 www.engagingnetworks.net
  • 7. marketing... how we doing on social?peer-to-peer fundraisers  have  raised  very  liFle  money   directly  through  social  networks peer-­‐to-­‐peer  is  about  friends  recrui/ng   friends  and  family  to  donate  and  talk   about  themselves social  networks  are  a  cri/cal  tool  in  peer-­‐ to-­‐peer  campaigns  and  have  been   extremely  effec/ve  in  helping  your   fundraisers  to  raise  money www.engagingnetworks.net
  • 8. marketing.... channel integrationGreenpeace UK arctic campaign ac/vists  send  a  leFer  to   the  CEO  of  Shell  for  the   Arc/c  Campaign the  ‘thank-­‐you’  page  is   actually  a  fundraising  page   with  a  ‘thank  you’  message ac/vists  are  encouraged  to   a  make  a  small  single   dona/on campaign  brand  and   supporter  data  make  it   compelling  and  easy www.engagingnetworks.net
  • 9. marketing.... did campaigners really give?amazing results 28,468  ac/on  takers  for  the  Shell  Arc/c  Campaign 1.23%  response  rate  for  dona/on  page,  represen/ng  a  3-­‐4   fold  increase  versus  previous  op/on  to  donate  aRer  taking   ac/on  that  was  passive  and  unbranded  -­‐  ‘disconnected’ £16.29  average  giR £5,736  total  raised £0.20  per  ac/on  (50%  higher  versus  previous  ‘disconnected’   supporter  journey) www.engagingnetworks.net
  • 10. conversion... charities are losing millionsare your donors working too hard? it  is  unlikely  that  an  un-­‐tested  dona/on  form  will  convert  at  more   than  15% some  of  the  elements  that  make  a  difference: ver/cal  versus  horizontal  giR  strings one  column  versus  two  column  layout field  group  order form  length  (one  page  /  two) trust  seal  placement are  your  emails  and  pages  ready  for  mobile? www.engagingnetworks.net
  • 11. conversion.... where is the instructionmanual?Royal Ontario Museum this  is  a  mul/page  dona/on  process  that   requires  several  selec/ons  to  work  out  the   amount  to  give Text their  old  technology  made  it  impossible  for   Text the  digital  team  to  communicate  the  way   Text they  wanted  to:    impossible  to  format   fields,  re-­‐structure  segments,  or  brand they  are  re-­‐building  all  dona/on  and   membership  pages  with  Engaging   Networks  for  release  in  April www.engagingnetworks.net
  • 12. conversion... are you mobile ready?the train has left the station email  is  s/ll  the  most  significant  driver  of  online  dona/ons  from   exis/ng  supporters recent  figures  put  email  opens  on  mobile  devices  at  up  to  35%  -­‐   only  1.4%  will  ever  re-­‐read  the  same  email  on  a  desktop Some  data  from  Peta  UK: mobile  op/mized  pages  available  from  September  2012 less  than  3%  dona/on  page  conversion  on  a  mobile  pre-­‐ September almost  7%  dona/on  page  conversion  on  a  mobile  since   September www.engagingnetworks.net
  • 13. conversion... is mobile that big already?yes it is www.engagingnetworks.net
  • 14. conversion.... ok, somobile is taking offsome moreinterestingdata put  simply:    if  you  can’t   convert  a  donor  when  they   click  through  an  email  on   their  mobile  device,  you   have  lost  them www.engagingnetworks.net
  • 15. relationship: they don’t even know who I am!personalisation leads to relevance have  you  ever  asked  a  major  donor  to  make  a  single  giR  of  $5? do  you  maintain  segments  based  on  donor  capacity? do  you  know  what  areas  of  your  work  or  mission  are  of  par/cular  interest  to  each   donor? do  you  maintain  segments  based  on  interest? do  you  ever  ask  your  supporters  what  areas  of  your  work  are  of  interest  to  them? do  you  know  what  happens  to  lapsed  donors?    have  you  ever  tried  to  recover  them? www.engagingnetworks.net
  • 16. relationship.... making the connectionhow about good data? www.engagingnetworks.net
  • 17. relationship.... can we go further?algorithms www.engagingnetworks.net
  • 18. how do you stack up?engagement scorecardmessage A-­‐ more  video...marke8ng B+ more  interac/ve  contentconversion C more  of  everythingrela8onship C+ more  relevance www.engagingnetworks.net
  • 19. thank you and....find more online at:www.engagingnetworks.netplease email me!graham@engagingnetworks.net

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