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Multi channel integration
 

Multi channel integration

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    Multi channel integration Multi channel integration Presentation Transcript

    • What’s new at World Vision UK Multi-Channel Integration
    • What I’m covering today • PURLs have increased income by 30%, • Social media has reduced cancellations by 15%, • Next steps: Multi-channel welcome journeys
    • 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*
    • Birthday Card process
    • Automated birthdaycampaign:outbound direct mail
    • Automated birthdaycampaign:outbound direct mail
    • Email invite and reminder
    • A personalised online experience
    • 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*
    • 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
    • Pre and Post PURL Birthday CardIncome per Supporter£9.00£8.00£7.00£6.00£5.00
    • Improved response... from new sponsors Birthday Card Response rate 32% 20%
    • An improvedsponsorshipexperience
    • £30,000One time cost to setupthe automation
    • Direct campaign costs£140,000£120,000£100,000 £80,000 £60,000 £40,000 £20,000 £- Pre Integration Post Integration
    • 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
    • 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
    • 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
    • Supporter trips social media
    • Supporter trips social media
    • Sponsorship Satisfaction & Cancellation Rates over the following year14%12%10%8%6%4%2%0% 1 2 3 4
    • Impact on satisfaction
    • Impact of retention
    • 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
    • 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
    • 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
    • Great Content Storytellers map video Photos and stories: Children in their own words Great photos, stories, poems, quotes etc from storytelling workshops.
    • Great ContentCommunity Photos
    • 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
    • Thank you! Andrew.Stott@WorldVision.org.uk Mark.Dibden@WorldVision.org.uk