How Save the Children is using segmentation to drive value and learning. Audience first conference, 16 July 2014

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Annie Moreton, deputy director individual giving and legacies, Save the Children

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk

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How Save the Children is using segmentation to drive value and learning. Audience first conference, 16 July 2014

  1. 1. using segmentation to drive value and learning ANN
  2. 2. BRAND CONTEXT
  3. 3. clinics appeal – working across teams • Narrowcast to broadcast – Meeting needs of core audience – Finding hooks for new audiences • Multiple ways into the story • Introducing direct response and communications segmentations to each other! • Improving fundraising integration across audiences
  4. 4. 2010
  5. 5. Individual Giving Targeting Mass & Bangladeshi Communities Baby Nirob, 10 weeks old suffering from severe diarrhoea and wheezing with every breath Acquiring Supporters Existing Supporters Radio (Bid for spots) Absolute Smooth Premier Christian Radio Sunrise Radio (Asian Community radio) DRTV Including Bangladeshi stations Channel S Channel One N TV Outdoor SE Trains (Bangladeshi areas) Buses (Bangladeshi areas) e.g. Tower Hamlets, Leicester, Luton Banner s Cold Mail To 300k Press ads and Inserts (Payment by results) (Inserts media free) Mailings Email journey SMS Supporter journeys for responders Including legacy asks Thank you Campaigning ask Minimum target £300k Stretch target £450k Shopping centres Face to face £5 SMS to buy a brick
  6. 6. Community giving AMYA Challenge Asian youth group bucket collections Pilots – new audiences Existing Supporters Nursery Challenge Sponsorship for nursery children to dress up as what they want to be Curry Life Magazine targeting restaurant trade a) Run a curry night b) Put £1 on the bill c) donate tips for a week Collections and House to House Baking – Cakes! Retail Raffles, Collections, Tombola Branch Activity Tea Parties, Coffee Mornings, Frog Races! • Activate 9,000 volunteers • Collections • Events Minimum target £200k Stretch target £350k
  7. 7. Corporate IKEA Collections in 3 Stores Hammerson 6 Collections e.g. Bull Ring Arsenal Target supporters, banners on their website, in match programme 5th May Reckitt Benckiser Gifts in kind to the clinics e.g. condoms, cleaning products Match funding for blogging. Groupon Minimum target - Stretch target £50k
  8. 8. PR and Celebs Myleene Klass Challenge 7 Clinics 7 UK Cities Helicopter
  9. 9. Campaign highlights Myleene PR Reach 10,500,000 (estimated so far). Including ITV Lunchtime news, Daily Mirror, Daily Mail, Hello, Metro, Woman Magazine Outdoor results Radio results Face to face Legacy Pledges Blogger Conference I want to be Venue collections Volunteer trip PR Above the line ad Supporter Feedback I just made a donation after seeing the excellent report from Myleene Klass on the ITV news. I made a donation, I lived in the next village to where Nirob lives, so this appeal really touched my heart. I saw the picture of Nirob on the envelope, I fell in love with him. House to house income was up 50% [owing to] higher profile and having a specific theme with a pamphlet to give out.
  10. 10. Legacy pipeline – using data to uncover value • Warm donor audience = core target – Drip feed in supporter journey inefficient – Moving beyond pledger status and age • Data and insight driven approach • Consistent cycle of identification and cultivation • Proposition aligned with No Child Born to Die
  11. 11. Legacy pipeline - Our model and approach
  12. 12. Our model and approach
  13. 13. Legacy supporter journey
  14. 14. Cost effective acquisition
  15. 15. Creating opportunities to consider TM SCRIPT EXTRACT “Our Chief Executive, Justin Forsyth, has asked me to call today to find out what supporters like you think about gifts in wills. Even if it’s something you’d never consider doing, that’s still incredibly useful for us to know and will help us communicate with our supporters about gifts in wills in the most appropriate way. “
  16. 16. New opportunities CROSS SELL Capital appeal thank you Christmas appeal diary insert Children now advert
  17. 17. Optimising conversion “Leave a life full of possibility A few years ago you kindly completed a survey for us about leaving a gift in your will to Save the Children. We also sent you a guide to leaving a gift to us in your will, which I hope helped to give you some of the answers you were looking for. Creating a will is one of the most important things anyone can do – it’s the legacy that you leave to the world. So I’m writing today to make sure that whenever you’re ready to take the next step, you have all the information you need to help you update your will.”
  18. 18. virtual gifts reinvigorating the goat
  19. 19. PROPENSITY MODELLING • Classic RFV selections (Recency, Frequency, Value) get us most of the way there most of the time • Can be more sophisticated in our targeting by bringing in other behavioural and demographic data • Propensity model simply tells us: • Which factors are important • How important they are – And avoids the need for 100s of split segments
  20. 20. THREE MODELS INTO TWO Mail response propensity Email response propensity Expected value (spend) Predicted value of mail response Predicted value of email response
  21. 21. Variables in the models Mail model (6) Email model (7) Wish List recency and frequency Wish List recency and frequency Age Age Regular Giving status Regular Giving status Previous home shopper Previous home shopper Cash giving recency (excl. Wish List) Previous online Wish List buyer Cash giving frequency (excl. Wish List) Acquisition Source Channel Sex
  22. 22. Wishlist virtual giving • Offers a functional benefit – opportunity to activate non donors – digital targeting for new audience • Cost base reduced and targeting improved – Makes space in annual calendar – Improves supporter experience
  23. 23. Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk

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