Recruitment – of handraisers and new donors. Our recruitment activity will include traditional digital channels like search, banner advertising, affiliate marketing, and social networks. But it will also encompass new digital engagement channels which are fast becoming mainstream, like the mobile internet, as well new digital approaches / technologies which emerge as we progress. Development – of current and newly recruited supporters. This will involve the design, delivery, and management of new supporter journeys through which we can provide an integrated, multi-channel (online and offline), multi-product (donation and campaigning) supporter development programme. Brand – providing the opportunity not only to significantly increase Save the Children's brand presence and therefore contribute to our brand experience, but also to enhance brand understanding and thereby brand consideration amongst existing and new supporter audiences. Cost efficiency – resulting from the opportunity to replace more costly traditional communications and response activities with digital communications and online response, as and when appropriate within an integrated, multi-channel supporter programme Innovation – to attract new audiences and increase visibility of our brand amongst the UK public
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Consolidated cross-organisational communications Higher online conversion rates from digital marketing Investment (people, digital technology and marketing) The Chief Technology Officer of the Obama Campaign, Michael Slaby: “You need more new media people than you think you do and they are worth more than you think they are”. 2-stage growth, correlates to growth in online figures Invest in mobile 45% of all online income came via PayPal Of that 17% from mobile site
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