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Face-to-Face acquisition in a digital age:
making the most of technology in
engagement
Martin Jervis mljervis@gmail.com
Peak of Inflated
Expectations
Technology
Trigger
Slope of
Enlightenment
Trough of
Disillusionment
Plateau of
Productivity
Face-to-Face acquisition in a digital age:
making the most of technology in
engagement
Digital: SFW
Interest
Technology
Ac...
• Face-to-Face acquisition in a digital age:
making the most of technology in
engagement
• PDAs
• iPads1
• Interweb
1 Tabl...
iPad – just another PDA?
Capturing Value
Mobile technology automates the collection of data, eliminates
time delay and tra...
How
o Browser
o Bespoke Software
o “App”
Looks more professional
o lends credibility at the door/event
o Use of video help...
12/4/201212/4/2012 F2F – The digital revolution
UNICEF
2011-2012 test campaign
2012 In-house F2F iPad test
Overall impress...
How
o Browser
o Bespoke Software
o “App”
Looks more professional
o lends credibility at the door/event
o Use of video help...
12/4/201212/4/2012 F2F – The digital revolution
12/4/201212/4/2012 F2F – The digital revolution
12/4/201212/4/2012 F2F – The digital revolution
Fundraiser Leaderboard
The Science of Conversation?
12/4/2012 F2F – The digital revolution
NB. The real unfulfilment rate for paper is higher than 24.86% because
paper signup...
12/4/201212/4/2012 F2F – The digital revolution
UK
• Battersea Dogs and Cats Home
• National Deaf Children’s Society
• 13 ...
We have seen a dramatic increase in email capture. The increase
was very natural so much so we made it mandatory.
May June...
iPad Key Benefits
“We have recruited 2,843 new and regular givers using iPads (on
the door and private sites) accounting f...
The Science of Conversation
iPad sign up to first active donation is an average
of 29% Faster!
Test!
Testing for WWF in Russia
•Private site activity in shopping
malls
•Android tablets
•Live sign-up to mirror landing
page o...
Meeting the Highest Regulatory Standards
Fundraising Initiatives is compliant with regulatory standards in each of
the cou...
The Science of Conversation
Cash
There are long-term savings to be made. Such as origination and print of
triple carbon ma...
Me
‘I don’t know any other business
area that gives its potential
customers such a consistently
unpleasant experience
yet ...
‘To make matters worse, it
refers only to our friends,
people who have given at
least two donations to a
favoured charity....
Fundraising isn’t about money...
It’s about work that urgently needs doing.
It’s about one person talking to another
about...
Me
Break down the silos!
Putting the Magic in Conversations
We are failing to raise billions of pounds of net income, beca...
Custom Build the F2F Journey
• Channel
• Medium
• Age
The Story
• Act I
• Act II
• ActII
• .......
Give us your money only...
12/4/201212/4/2012 F2F – The digital revolution
Results so far...
•1 month attrition reduced from 13% to 9%
•6 month attri...
12/4/2012
12/4/201212/4/2012 F2F – The digital revolution
12/4/201212/4/2012 F2F – The digital revolution
Having more ConversationsHaving better Conversations
Putting the Magic in more Conversations
The F2F Journey
The Art of Conversation
The Science of Conversation
Markets Needs
• Data  Testing  Data  Testing  Rete...
Peak of Inflated
Expectations
Technology
Trigger
Slope of
Enlightenment
Trough of
Disillusionment
Plateau of
Productivity
...
The F2F Journey
The Art of Conversation
The Science of Conversation
Markets Needs
• Data  Testing  Data  Testing  Rete...
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Face to face acquisition in a digital age

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Transcript of "Face to face acquisition in a digital age"

  1. 1. Face-to-Face acquisition in a digital age: making the most of technology in engagement Martin Jervis mljervis@gmail.com
  2. 2. Peak of Inflated Expectations Technology Trigger Slope of Enlightenment Trough of Disillusionment Plateau of Productivity
  3. 3. Face-to-Face acquisition in a digital age: making the most of technology in engagement Digital: SFW Interest Technology Acquisition Engagement Content Technology Acquisition Engagement
  4. 4. • Face-to-Face acquisition in a digital age: making the most of technology in engagement • PDAs • iPads1 • Interweb 1 Tablet of any shape or form Digital: SFW
  5. 5. iPad – just another PDA? Capturing Value Mobile technology automates the collection of data, eliminates time delay and transcription errors, and delivers improvements in quality, retention and speed of payment. It can significantly reduce costs (e.g. Fundraisers printed forms, printed welcome packs), and allows us to start any campaign much more quickly. Its also environmentally friendly. Some degree of productivity improvement Some degree of fulfilment rate improvement Faster payment and thank you o Instant Payment Instant e-mail/SMS confirmation Much better data capture o Data Validation o Data Verification  • by MOF • attrition data
  6. 6. How o Browser o Bespoke Software o “App” Looks more professional o lends credibility at the door/event o Use of video helps - gives the donor/client piece of mind o Data Security - donor’s personal information, fully encrypted Less paperwork and administration, and environmentally friendly Better complaint handling GPS tracking of iPads/FRs Good recruitment tool Faster Set up and Commencement of new Campaigns Fraud Reduction iPads are a more interactive experience... LTV.... The Science of Conversation?
  7. 7. 12/4/201212/4/2012 F2F – The digital revolution UNICEF 2011-2012 test campaign 2012 In-house F2F iPad test Overall impressions: The technology worked at least as well as paper Rapid response to technical issues is vital in early stages Positive feedback from both fundraisers and public Will remain method of choice for US roll-out
  8. 8. How o Browser o Bespoke Software o “App” Looks more professional o lends credibility at the door/event o Use of video helps - gives the donor/client piece of mind o Data Security - donor’s personal information, fully encrypted Less paperwork and administration, and environmentally friendly Better complaint handling GPS tracking of iPads/FRs Good recruitment tool Faster Set up and Commencement of new Campaigns Fraud Reduction iPads are a more interactive experience... LTV.... The Science of Conversation?
  9. 9. 12/4/201212/4/2012 F2F – The digital revolution
  10. 10. 12/4/201212/4/2012 F2F – The digital revolution
  11. 11. 12/4/201212/4/2012 F2F – The digital revolution Fundraiser Leaderboard
  12. 12. The Science of Conversation?
  13. 13. 12/4/2012 F2F – The digital revolution NB. The real unfulfilment rate for paper is higher than 24.86% because paper signups take 3-4 working days to be entered into database. Cancels received before the data is entered are excluded (est. 2-3%).
  14. 14. 12/4/201212/4/2012 F2F – The digital revolution UK • Battersea Dogs and Cats Home • National Deaf Children’s Society • 13 Campaigns via 6 others USA + Canada • Children International • UNHCR • 4 others
  15. 15. We have seen a dramatic increase in email capture. The increase was very natural so much so we made it mandatory. May June July August September October Email Capture %
  16. 16. iPad Key Benefits “We have recruited 2,843 new and regular givers using iPads (on the door and private sites) accounting for 23.46% of our overall recruitment figure.” “Average gift is £8.60 and we’ve seen a marked decrease in attrition with a 21% reduction in no show rates and a 14% reduction in month 1 & 2 attrition combined.” Liz Tait, Director of Fundraising, Battersea Dogs & Cats Home Testing big ticket wins
  17. 17. The Science of Conversation iPad sign up to first active donation is an average of 29% Faster! Test!
  18. 18. Testing for WWF in Russia •Private site activity in shopping malls •Android tablets •Live sign-up to mirror landing page on WWF website •Credit card monthly donations 12/4/201212/4/2012 F2F – The digital revolution
  19. 19. Meeting the Highest Regulatory Standards Fundraising Initiatives is compliant with regulatory standards in each of the countries in which it operates. Fundraising Initiatives was a leader in establishing the Public Fundraising Regulatory Association (PFRA) - a regulatory body in the United Kingdom dedicated to high standards Legal Open Honest Respectful We believe that the incremental investment Fundraising Initiatives makes in this area is money very well spent in helping protect the integrity of the brand of our Charity Partners, their relationship with their donors and the professional image of F2F as a whole. Our Charity Partners happily agree to make that investment with us. of quality, transparency and integrity. The PFRA regulates the use of Face-to-Face fundraising by charities and professional fundraising organisations and works with the relevant authorities to ensure that fundraising sites are used appropriately.
  20. 20. The Science of Conversation Cash There are long-term savings to be made. Such as origination and print of triple carbon mandate forms £1 per mandate Originate, print and laminate 'presenters‘ fundraisers carry, and A4 folders. £500-£1,000 pm Staff £1,500 pm Quality Invalid bank details “eliminated” plus faster handling of complaints issues. Security Transport and storage of mandates. Remote lock and wipe Control eg if not enough Skype IDs captured: remotely make it a compulsory field. Motivation Fundraisers and managers see stats in real-time: average age, average gift, how much they have generated for charity between all their donors etc http://changefundraising.blogspot.ie/2012/05/why-were-switching-to-ipads.html Invest or Bank?
  21. 21. Me ‘I don’t know any other business area that gives its potential customers such a consistently unpleasant experience yet still expects to prosper.’ Putting the Magic in Conversations
  22. 22. ‘To make matters worse, it refers only to our friends, people who have given at least two donations to a favoured charity.’ Professor Adrian Sargeant ‘Not many businesses would survive if they lost a third of new customers in their first year, yet this statistic is commonplace in our sector.
  23. 23. Fundraising isn’t about money... It’s about work that urgently needs doing. It’s about one person talking to another about something they both care deeply about. It’s about inspiring people to believe they can make a difference, then helping them to make it.
  24. 24. Me Break down the silos! Putting the Magic in Conversations We are failing to raise billions of pounds of net income, because of the way we look at costs of fundraising, and the way we treat donors and supporters.
  25. 25. Custom Build the F2F Journey • Channel • Medium • Age The Story • Act I • Act II • ActII • ....... Give us your money only if we can show you what a difference it makes and how great you’ll feel when you give it. Test! Step Change iPad and (data) Refine Test Analyse Think! Putting the Magic in Conversations
  26. 26. 12/4/201212/4/2012 F2F – The digital revolution Results so far... •1 month attrition reduced from 13% to 9% •6 month attrition reduced from 32% to 22% •9 month attrition reduced from 40% to 27% 12/4/201212/4/2012 F2F – The digital revolution Golden rule # 1: Capture the right data (mobile numbers and e-mail addresses) Golden rule # 2: Don’t be afraid to keep in touch! Putting the Magic in Conversations ?
  27. 27. 12/4/2012 12/4/201212/4/2012 F2F – The digital revolution 12/4/201212/4/2012 F2F – The digital revolution
  28. 28. Having more ConversationsHaving better Conversations
  29. 29. Putting the Magic in more Conversations
  30. 30. The F2F Journey The Art of Conversation The Science of Conversation Markets Needs • Data  Testing  Data  Testing  Retention • Segment • Donor Stewardship • Stories • Compliance • Ownership Technology • Acquisition • Engagement • Supply Chain
  31. 31. Peak of Inflated Expectations Technology Trigger Slope of Enlightenment Trough of Disillusionment Plateau of Productivity Test!
  32. 32. The F2F Journey The Art of Conversation The Science of Conversation Markets Needs • Data  Testing  Data  Testing  Retention • Segment • Donor Stewardship • Stories • Compliance • Ownership Technology • Acquisition • Engagement • Supply Chain The Magic of Conversation ! Martin Jervis @mjervis mljervis@gmail.com
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