Multi channel integration

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Multi channel integration

  1. 1. What’s new at World Vision UK Multi-Channel Integration
  2. 2. What I’m covering today • PURLs have increased income by 30%, • Social media has reduced cancellations by 15%, • Next steps: Multi-channel welcome journeys
  3. 3. Birthday card income£550,000£500,000£450,000£400,000£350,000£300,000£250,000 2009 2009 2010 2010 2011 2011 2012 2012 2013 H1 H2 H1 H2 H1 H2 H1 H2 H1*
  4. 4. Birthday Card process
  5. 5. Automated birthdaycampaign:outbound direct mail
  6. 6. Automated birthdaycampaign:outbound direct mail
  7. 7. Email invite and reminder
  8. 8. A personalised online experience
  9. 9. Birthday card income£550,000£500,000£450,000£400,000£350,000£300,000£250,000 2009 2009 2010 2010 2011 2011 2012 2012 2013 H1 H2 H1 H2 H1 H2 H1 H2 H1*
  10. 10. Pre and Post PURL Donations50% £22.0045% £18.0040% £14.0035% £10.00 Pre PURL Avg Donation Post PURL Avg Donation Pre PURL Response Rate Post PURL Response Rate
  11. 11. Pre and Post PURL Birthday CardIncome per Supporter£9.00£8.00£7.00£6.00£5.00
  12. 12. Improved response... from new sponsors Birthday Card Response rate 32% 20%
  13. 13. An improvedsponsorshipexperience
  14. 14. £30,000One time cost to setupthe automation
  15. 15. Direct campaign costs£140,000£120,000£100,000 £80,000 £60,000 £40,000 £20,000 £- Pre Integration Post Integration
  16. 16. Improved processes....£800,000£700,000£600,000£500,000£400,000 2011£300,000 2012£200,000£100,000 £- 01-Feb 01-Apr 01-Oct 01-Jan 01-Mar 01-May 01-Jun 01-Jul 01-Aug 01-Sep 01-Dec 01-Nov
  17. 17. Total campaign costs£180,000£160,000£140,000£120,000£100,000 Staff and Admin Costs £80,000 Direct Costs £60,000 £40,000 £20,000 £- Pre Integration Post Integration
  18. 18. Pre and Post PURL Donations50% £22.0045% £18.0040% £14.0035% £10.00 Pre PURL Avg Donation Post PURL Avg Donation Pre PURL Response Rate Post PURL Response Rate
  19. 19. Supporter trips social media
  20. 20. Supporter trips social media
  21. 21. Sponsorship Satisfaction & Cancellation Rates over the following year14%12%10%8%6%4%2%0% 1 2 3 4
  22. 22. Impact on satisfaction
  23. 23. Impact of retention
  24. 24. One year cancellation rate14.0%13.5%13.0%12.5%12.0%11.5%11.0%10.5%10.0% Trip Email No Trip Email
  25. 25. New Sponsor Nursery ProgrammeWhere we are • Welcome Pack - Mail Welcome • Bounceback • Mail / Email / Microsite Month 2 • Project Update Month 3 • Mail • Customer Care/ Upgrade Month 4 • Telephone • Supporter Magazine / Cross sell • Mail? Month 6 • Bounceback Month 8 • Mail / Email / Microsite • Project Update Month 10 • Email + NFR / Website welcome email/sms if applicable • Cash appeal + ADP sponsors visits if Month 11 • Mail / Email applicable
  26. 26. New Sponsor Nursery ProgrammeWhere we’re heading.... FY14? • Welcome Welcome • Bounceback • Mail / Email / Microsite Month 2 • Project Update Month 3 • Customer Care/ Upgrade Month 4 • Telephone • Supporter Cross sell Month 6 • Bounceback Month 8 • Project Update Month 10
  27. 27. Great Content Storytellers map video Photos and stories: Children in their own words Great photos, stories, poems, quotes etc from storytelling workshops.
  28. 28. Great ContentCommunity Photos
  29. 29. Facebook AppUser content pulled together nicely and archived in a Facebook Appspecifically for New SupportersNavigatable by countryPulls in Facebook and blog contentCould include community photos (and any new FB content)New sponsors driven to it at month 3 and 10 by email and SMS
  30. 30. Thank you! Andrew.Stott@WorldVision.org.uk Mark.Dibden@WorldVision.org.uk
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