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Amy McGeever of Mesh Strategies speaking at the TEN Conference held on on 9 March 2010 and organised by Rapidata, HomeMade Digital and Artez Interactive. Presentation topic: Things you'll need for …

Amy McGeever of Mesh Strategies speaking at the TEN Conference held on on 9 March 2010 and organised by Rapidata, HomeMade Digital and Artez Interactive. Presentation topic: Things you'll need for success when running a digital fundraising campaign. Features a case study from the NSPCC's Letter from Santa campaign.

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  • 1. Things you’ll need for success… Amy McGeever [email_address] @amyatmesh Watch the YouTube video of this presentation
  • 2. #1 …A great idea
    • compelling
    • simple, timely
    • aligned w brand
  • 3. Don’t get distracted by technology
    • Above all else, consider your fundraising proposition – whether it be an event, a product or a request for a cash/regular gift
        • - Is it compelling?
        • - Easy to ‘get’ and easy to do?
        • - Is it relevant to your charity’s brand?
    • Think about how digital can be used to enhance your overall campaign strategy for fundraising, marketing, engagement
    • Now look to the mechanics of the digital tools and marketing techniques that can support your idea and promotional strategy
  • 4. An example of a great idea: NSPCC’s Letter from Santa campaign*
    • The product
      • Personalised letters from Santa
      • Suggested donation £5/letter
      • Order online or by post, tel
    • Target audience
      • Parents & grandparents (72% of senders in 2008)
      • Majority of senders are female
    • Campaign period
      • 11 weeks (1 Oct – 16 Dec)
    Watch the television advert on YouTube *NOTE: Campaign details shared here are with the express permission of the NSPCC
  • 5. Additional background
    • Letter from Santa has run for several years and was originally a ChildLine fundraiser (ChildLine is now part of the NSPCC)
    • In the past few years there has been tremendous growth in online orders [see graph on next slide]
      • The proportion of orders placed online has grown massively, from one-third to over half
      • This is excellent as online marketing is highly trackable and transaction costs are very low
    • The programme overall is also experiencing great growth
      • In the past year alone it’s grown by nearly 30% in terms of income
      • but online income has seen the by far the biggest growth with a 55% increase
    • My involvement: I worked at the NSPCC over a 2-year period and was involved with the 2007 campaign and ran the 2008 online campaign
  • 6. Growth in online orders, 2007-2009
    • Proportion
    • of all letter orders
    • (33%)
    • (44%)
    • (53%)
  • 7.
    • #2 …All the help you
    • can get!
    • Don’t go it alone
    • Invest in campaigns that will be marketed across your org & via all media
  • 8. All the help you can get…
    • In the case of the Letter from Santa campaign, it was run by the Events team and supported by
      • Efundraising (email, online advertising)
      • Direct Marketing (post and, in 2009, TV)
      • Corporate (promotion by large & small corp supporters)
      • Local Fundraising groups across the UK (incl brochures)
    • But what if I’m a smaller charity with fewer resources?
      • Time your campaign to coincide w your major communication/awareness campaigns in order to maximise exposure
      • Consider running fewer campaigns per year in order to invest more in each
  • 9.
    • #3 …A targeted online
    • marketing campaign
    • solid creative, placement
    • proper tracking
    • adjust plan as needed
    Photo credit: Hitchster
  • 10. Targeted promotions
    • Know your audience
    • Make sure you are able to review online marketing performance whilst your campaign is in progress
    • Be prepared to make changes to your campaign on the fly
  • 11. Letter from Santa digital marketing results 2009
    • Warm emails
      • highest conversion rate
    • Affiliates
      • highest generator of orders & 2nd biggest traffic driver
      • campaign began early (Sept)
      • set up a tiered commission structure as extra incentive
    • Pay per click (PPC)
      • added extra budget as paid account worked much better than Google Grant
      • had campaigns live on Google, Yahoo and Bing
      • combined efforts in PPC and SEO
    • Banners
      • lowest conversion rate
  • 12. Letter from Santa banner creative 2009 GM.TV Lifestyle Advertorial – value placement AOL Homepage rotator – value ad NOTE: Compared w other NSPCC banner adverts, the LFS campaign has a much lower average gift. However the volume is very high & it is a good lead generator for regular donors.
  • 13. Letter from Santa digital marketing results 2008
    • Provided learnings for 2009
      • 2007 campaign had not been tracked properly
    • Warm emails
      • not included here
    • Banners & paid email test
      • represented a larger piece of the pie (but much smaller pie!)
    • Affiliates
      • sales not as strong
    NOTE: The 2008 campaign was tracked differently than the 2009 campaign so it’s a bit ‘apples and oranges’ in terms of benchmarking
  • 14.
    • # 4 …Ad spend
    • pool your marketing budgets to boost the digital spend
    • Letter from Santa: 2009 spend more than 2x that of 2008
    Photo credit: Alan Cleaver
  • 15. Investing in your digital campaign
    • In the case of the Letter from Santa campaign
      • Learning from 2008 digital campaign enabled teams to allocate more of their marketing budget to digital
      • The Events and Efundraising teams pooled resources
      • Also the DM team invested in TV advertising, which will no doubt have given an additional boost to the online numbers
    • That’s nice, Amy, but my charity has little or no money to spend. What do I do?
      • Exploit free advertising opportunities such as a Google Grant or donated media from your corporate supporters
      • Invest time in grassroots, word of mouth promotions using social media platforms (facebook, twitter)
  • 16.
    • # 5 …A great team
    • it’s all about the people
    • specialist staff & agencies are key to managing online marketing techniques: banner, affiliate, ppc, email
  • 17. Staffing/resourcing your digital campaign
    • Specialist staff are essential for
      • Developing good marketing briefs
      • Working with agencies, negotiating deals
      • Monitoring campaigns as they go
    • Agencies
      • Some agencies offer a number of services but often they can only do a couple things well. It pays to have a group of specialist agencies that you can work with so you don’t short-change yourself with any of the different online marketing techniques
    • But what if my digital team is a guy named Steve?
      • Consider putting together a volunteer board made up of digital experts who can offer pro bono services
      • Ask to be ‘adopted’ by a digital agency looking to add a charity to its client roster
  • 18. Questions? Get in touch Amy McGeever [email_address] @amyatmesh Watch the YouTube video of this presentation