Developing a cross- channel campaign<br />Third Sector Digital Communication & Social Media Convention, 13 June 2011<br />...
The background<br />To illustrate how a small to medium-sized charity, with a limited budget, can deliver an integrated ca...
Centrepoint:Virtual Gifts<br />
Campaign planning<br />What to include?<br />What to consider?<br />How much should it cost?<br />What partners or resourc...
A good brief is a good start<br />
Centrepoint’s objectives<br />Warm donors<br />Create additional ask during the lead up to Christmas<br />Generate income ...
Targets<br />Warm donors<br />Sell 2,300 gifts to warm donors from 1,150 orders<br />Raise £57,500<br />Donor recruitment<...
Known issues from previous year<br />Tracking<br />Not possible to evaluate return on specific cold media<br />Usabilty or...
Room Sponsor<br />Home For Christmas<br />Virtual Gifts<br />Christmas campaigns<br />
However…<br />The pilot in 2009 was very successful overall:<br />Strong response from warm donors<br />Who had already re...
Budgeting<br />Budgets never as big as charities would like <br /><ul><li>Year two of campaign, so investment still fairly...
Budgets<br />£50,000:<br />Campaign creative for microsite, warm insert, emails, on and offline fulfilment materials and d...
The product<br />
Where to start?<br />We reviewed last year’s site and marketing materials<br />And ordered gifts to experience this from t...
But we were underwhelmed,so…<br />
We decided to start afresh<br />
What’s wrong with virtual gifts?<br />Too transactional for the buyer (AKA donor)<br />Too much like e-commerce<br />Buyer...
The solution?<br />
Put fundraising into virtual giftsMake the experience more engaging and fulfillingMake it as easy as possible to buy, dona...
The gifts (the asks)<br />Simple, clear and tangible<br />And transparent<br />Range of price points and items<br />Someth...
Create engagement<br />Bring each gift ‘to life’<br />Photography<br />Engaging copy<br />Show the difference buying a gif...
Affordable for most…<br />
Able to give a little more… ?<br />
Feeling generous… ?<br />
Did you spot the voucher… ?<br />
Campaign strategy<br />
Strategy<br />Make the small(ish) budget work hard<br />Create a microsite that will ‘sell itself’<br />Maximise on site c...
Audiences and media<br />
Audiences: warm<br />Existing supporters<br />Cash donors<br />Regular givers<br />Regular givers with cash<br />Warm pros...
Audiences: cold<br />Prospective supporters<br />Who?<br />Where?<br />Previous year:<br />The Guardian online<br />Facebo...
Back to our objectives<br />To recruit new donors<br />Younger profile (35-55)<br />Likely to be sympathetic to Centrepoin...
Other considerations<br />Couldn’t afford a wide variety of media<br />We had to be creative!<br />Focus on fewer and grea...
Media plan<br />Press<br />In relevant gift guide sections where available<br />Online<br />Shopping sites<br />Large reac...
Investment per channel<br />Media spend<br /><ul><li>Affiliates	28%
Banners	45%
Facebook	27%
**Press	0%</li></ul>**Press secured free of charge, as part of wider media buy<br />
Display advertising<br />
Display advertising: online<br />
Display advertising: offline<br />The Guardian<br />The Times<br />The Evening Standard<br />The Big Issue<br />
Other channels<br />Insert to existing donors<br />Email to warm contacts and responders<br />Radio advertising<br />Adwor...
Radio<br />
Radio activity<br />Centrepoint created a radio feature and were permitted air time to discuss ‘More than a gift’ on 13 di...
Email<br />
To existing supporters<br />Integrated seamlessly with site<br />Easy social sharing<br />to spread campaign through socia...
Facebook, Twitter & Twibbon<br />
Facebook advertising<br />
Facebook application<br />
Twitter: conversations<br />
Twitter: blogger outreach<br />
Twitter: sharing gift purchases<br />
Twitter: retweeting<br />
Twitter: hashtags<br />
Twitter: trending topics<br />
Twitter: positive feedback!<br />
Twibbon<br />139 people added a Twibbon on Facebook and Twitter. We <br />followed all those who added and thanked them. <...
PR<br />
PR activity<br />
The site and fulfilment<br />
Measurement & KPIs<br />
Fundraising KPIs<br />Number of donors/donations/responses<br />Response rate<br />for online, replace with CTR & conversi...
Online measurement<br />Web traffic/visitors to your site:<br />Traffic sources<br />Clicks<br />Page views/unique page vi...
Web analytics<br />
Web analytics<br />
Other important metrics<br />
Results<br />
Response<br />
Top 10 traffic sources<br />Top referring sites<br />Direct<br />Google Adwords<br />Facebook app<br />PR referral link<br...
Visitors to site<br />Significant uplift seen across:<br /><ul><li>Unique visitors
6.2% increase from 2009
Page views
49% increase from 2009
Bounce rate
Reduced by 19.1% from 2009
Average time on site
145% increase from 2009</li></ul>*As of Tuesday 3 January 2011<br />
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Developing a cross channel fundraising campaign

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  • Using social media to enable visitors to share itMake the experience much more engagingMake buying a gift easierTimely email comms and good user experience
  • Shormeh
  • 2009 campaignbanners were tested against new creatives and most successful rolled out over campaign period
  • Free media space, so ads were small and had to be very simple
  • Directed traffic to Facebook donation application – which mirrored the user experience of the site and used same data capture and fulfilment process
  • Seasonal/trending hashtags and our own campaign hashtag, which allowed us to aggregate tweets and feed them into the widget on the campaign microsite
  • Coverage includedTime Out London, Money Saving Expert, AOL, Londonist and Coutts Magazine, The Best of Ealing, Stockwell News and Iconic Gifts‘Centrepoint Week’ on SomeoneOnceToldMe.comPopular photo blog17,000 unique visitors per month Featured 7 photos linked to the Centrepoint Gifts site
  • You needto consider what’s really importantYou can measure pretty much anything visitors can do on your site, but if you decide to measure everything, you will have a huge amount of data to analyse – so you need to be sure you will analyse it, to make it worth setting up the tracking!
  • Referring sites e.g. Facebook or TwitterSearch engines e.g. influenced by how well people can find your site through search engines, so SEO is important, as is strong campaign branding and online mentions
  • We monitor and measure these to understand the relationship to conversion to donation – and improve them,where possible.The figures we get from our web analytics package (we used Google Analytics) must be analysed and understood to be useful. It’s not enough to collect and report them, you have to work out what they mean in relation to your campaign. E.g. High number of pages viewed per visitor might be good, if it means they are engaging well with your content, and that leads to conversions. Or it could mean that you have spread the information they need over too many pages.
  • Donors – 553 (+41 DD donors) Number of Virtual Gifts purchased – 830 (+41 DD donations) Virtual Gifts drove the highest volume of donations (and incremental DD sign-ups) of all Centrepoint’s Christmas donor acquisition campaigns but generated aweaker return on investment, as a result of lower average cash gift. It proved, never-the-less, to be an extremely effective donor acquisition offer.
  • Developing a cross channel fundraising campaign

    1. 1. Developing a cross- channel campaign<br />Third Sector Digital Communication & Social Media Convention, 13 June 2011<br />Rachel Beer<br />Founding Partner<br />ShormehOmaboe<br />Direct Marketing Manager<br />
    2. 2. The background<br />To illustrate how a small to medium-sized charity, with a limited budget, can deliver an integrated campaign to:<br />Grow its supporter base<br />Reach new audiences<br />Develop a new income stream<br />And still innovate!<br />
    3. 3. Centrepoint:Virtual Gifts<br />
    4. 4. Campaign planning<br />What to include?<br />What to consider?<br />How much should it cost?<br />What partners or resource do we need?<br />Creative<br />Media<br />Fulfilment and data<br />Social media<br />
    5. 5. A good brief is a good start<br />
    6. 6. Centrepoint’s objectives<br />Warm donors<br />Create additional ask during the lead up to Christmas<br />Generate income and keep donor base actively giving, increasing lifetime value<br />Donor recruitment<br />Recruit new cash donors with younger profile (35-55)<br />Ultimately, convert buyers & recipients to Direct Debit<br />Build on previous year’s pilot campaign<br />Addressing known issues<br />Improving results<br />
    7. 7. Targets<br />Warm donors<br />Sell 2,300 gifts to warm donors from 1,150 orders<br />Raise £57,500<br />Donor recruitment<br />Generate 714 orders from new donors<br />Raise £25,000<br />Total<br />1,864 orders<br />Raise £82,500<br />
    8. 8. Known issues from previous year<br />Tracking<br />Not possible to evaluate return on specific cold media<br />Usabilty or technical issues<br />Estimated 7-8% of potential income through sales of virtual gifts lost<br />Issues with efficiency of data capture and speed of fulfilment<br />Cross-pollination from other appeals<br />Difficult to separate response generated purely to virtual gifts<br />
    9. 9. Room Sponsor<br />Home For Christmas<br />Virtual Gifts<br />Christmas campaigns<br />
    10. 10. However…<br />The pilot in 2009 was very successful overall:<br />Strong response from warm donors<br />Who had already received a Christmas cash appeal<br />Healthy return on investment from cold Compared favourably with other donor acquisition activity and sector benchmarks<br />
    11. 11. Budgeting<br />Budgets never as big as charities would like <br /><ul><li>Year two of campaign, so investment still fairly low while establishing potential</li></ul>A campaign budget is an investment in generating more income<br />Minimise spend, but not at the expense of achieving objectives<br />No hard and fast rules<br />It’s smart to use KPIs from other fundraising activity as benchmarks for setting budget<br />
    12. 12. Budgets<br />£50,000:<br />Campaign creative for microsite, warm insert, emails, on and offline fulfilment materials and display advertisements<br />Web development<br />£25,000: Cold media<br />£10,000: Social media and/or PR<br />N.B. Exclinsert and fulfilmentprint, production & postage<br />
    13. 13. The product<br />
    14. 14. Where to start?<br />We reviewed last year’s site and marketing materials<br />And ordered gifts to experience this from the supporter’s point of view<br />We purchased virtual gifts from other charities<br />
    15. 15. But we were underwhelmed,so…<br />
    16. 16. We decided to start afresh<br />
    17. 17. What’s wrong with virtual gifts?<br />Too transactional for the buyer (AKA donor)<br />Too much like e-commerce<br />Buyer’s satisfaction not considered sufficiently<br />Clunky donation processes<br />Unfulfilling for the recipient<br />Neither party sufficiently engaged with the charity and its work<br />Making conversion into longer-term support less likely<br />
    18. 18. The solution?<br />
    19. 19. Put fundraising into virtual giftsMake the experience more engaging and fulfillingMake it as easy as possible to buy, donate and share<br />
    20. 20. The gifts (the asks)<br />Simple, clear and tangible<br />And transparent<br />Range of price points and items<br />Something affordable for everyone<br />Illustrating the scope of Centrepoint’s work<br />
    21. 21. Create engagement<br />Bring each gift ‘to life’<br />Photography<br />Engaging copy<br />Show the difference buying a gift (making a donation) makes to a young person<br />Photographs of young people<br />Quotes from young people<br />Allow social sharing<br />
    22. 22. Affordable for most…<br />
    23. 23. Able to give a little more… ?<br />
    24. 24. Feeling generous… ?<br />
    25. 25. Did you spot the voucher… ?<br />
    26. 26.
    27. 27. Campaign strategy<br />
    28. 28. Strategy<br />Make the small(ish) budget work hard<br />Create a microsite that will ‘sell itself’<br />Maximise on site conversions<br />Maximise repeat purchases<br />Focus targeting on achieving maximum penetration of most receptive audiences<br />Make the most of free and cheap media<br />Focus on online for donor recruitment<br />
    29. 29. Audiences and media<br />
    30. 30. Audiences: warm<br />Existing supporters<br />Cash donors<br />Regular givers<br />Regular givers with cash<br />Warm prospects<br />Anyone on charity database with an email address – e.g. events fundraisers<br />
    31. 31. Audiences: cold<br />Prospective supporters<br />Who?<br />Where?<br />Previous year:<br />The Guardian online<br />Facebook advertising<br />Adwords<br />
    32. 32. Back to our objectives<br />To recruit new donors<br />Younger profile (35-55)<br />Likely to be sympathetic to Centrepoint’s mission, beyond the seasonal peak of interest<br />Who will continue to support Centrepoint’s fundraising appeals in the longer term; aim to convert to Direct Debit<br />We asked ourselves… <br />Where does Centrepoint usually reach out to attract new supporters?<br />
    33. 33. Other considerations<br />Couldn’t afford a wide variety of media<br />We had to be creative!<br />Focus on fewer and greater share of voice<br />Where and when would people be in the right mindset to buy a virtual gift?<br />Secure free/low cost media where possible<br />Other fundraising propositions and creative messages running simultaneously<br />Existing media agency relationship<br />Buy all Centrepoint’s media for best value<br />
    34. 34. Media plan<br />Press<br />In relevant gift guide sections where available<br />Online<br />Shopping sites<br />Large reaching publishers<br />Facebook<br />Affiliates<br />Charity Gifts<br />Donations4charity<br />
    35. 35. Investment per channel<br />Media spend<br /><ul><li>Affiliates 28%
    36. 36. Banners 45%
    37. 37. Facebook 27%
    38. 38. **Press 0%</li></ul>**Press secured free of charge, as part of wider media buy<br />
    39. 39. Display advertising<br />
    40. 40. Display advertising: online<br />
    41. 41. Display advertising: offline<br />The Guardian<br />The Times<br />The Evening Standard<br />The Big Issue<br />
    42. 42. Other channels<br />Insert to existing donors<br />Email to warm contacts and responders<br />Radio advertising<br />Adwords<br />PR<br />Facebook: Custom tab and donation app<br />Twitter: outreach and engagement<br />Twibbon: with donation integration<br />
    43. 43. Radio<br />
    44. 44. Radio activity<br />Centrepoint created a radio feature and were permitted air time to discuss ‘More than a gift’ on 13 different radio stations<br />A young person and frontline worker were interviewed<br />Coverage on stations including Sky News, BBC Kent and BBC Southern Counties<br />Overall reach of 32,241,000<br />On air for a total of 01:19:14<br />
    45. 45. Email<br />
    46. 46. To existing supporters<br />Integrated seamlessly with site<br />Easy social sharing<br />to spread campaign through social graphs<br />Creates engagement<br />helping to create conversions<br />shows who else has shared<br />
    47. 47. Facebook, Twitter & Twibbon<br />
    48. 48. Facebook advertising<br />
    49. 49. Facebook application<br />
    50. 50. Twitter: conversations<br />
    51. 51. Twitter: blogger outreach<br />
    52. 52. Twitter: sharing gift purchases<br />
    53. 53. Twitter: retweeting<br />
    54. 54. Twitter: hashtags<br />
    55. 55. Twitter: trending topics<br />
    56. 56. Twitter: positive feedback!<br />
    57. 57. Twibbon<br />139 people added a Twibbon on Facebook and Twitter. We <br />followed all those who added and thanked them. <br />
    58. 58. PR<br />
    59. 59. PR activity<br />
    60. 60. The site and fulfilment<br />
    61. 61.
    62. 62.
    63. 63.
    64. 64.
    65. 65.
    66. 66.
    67. 67.
    68. 68. Measurement & KPIs<br />
    69. 69. Fundraising KPIs<br />Number of donors/donations/responses<br />Response rate<br />for online, replace with CTR & conversion<br />Average gift<br />Income<br />Net income<br />Return on investment<br />
    70. 70. Online measurement<br />Web traffic/visitors to your site:<br />Traffic sources<br />Clicks<br />Page views/unique page views<br />Time on site<br />Goal completion/conversion<br />Facebook: Likes, comments, active users<br />Twitter: followers, re-tweets, mentions, reach<br />And similar on YouTube, Flickr etc.<br />
    71. 71. Web analytics<br />
    72. 72. Web analytics<br />
    73. 73. Other important metrics<br />
    74. 74. Results<br />
    75. 75. Response<br />
    76. 76. Top 10 traffic sources<br />Top referring sites<br />Direct<br />Google Adwords<br />Facebook app<br />PR referral link<br />eBay<br />Display advertising<br />Facebook referral<br />Display advertising<br />Charity’s own site<br />Google organic<br />No.1: Facebook app<br />No.5: Facebook referrals<br />No.10: Twitter<br />
    77. 77. Visitors to site<br />Significant uplift seen across:<br /><ul><li>Unique visitors
    78. 78. 6.2% increase from 2009
    79. 79. Page views
    80. 80. 49% increase from 2009
    81. 81. Bounce rate
    82. 82. Reduced by 19.1% from 2009
    83. 83. Average time on site
    84. 84. 145% increase from 2009</li></ul>*As of Tuesday 3 January 2011<br />
    85. 85. Conversion rate<br />Increased by 5.4%<br />Almost 4 times better than 2009<br />
    86. 86. Income<br />
    87. 87. Income <br />23% above target <br />Approximately 58% above income generated in 2009<br />
    88. 88. Income and ROI<br /><ul><li>Online
    89. 89. Affiliates: 45% of income
    90. 90. Display ads: 33% of income
    91. 91. Facebook ads: 22% of income
    92. 92. Press Ads
    93. 93. Press activity not tracked – would have resulted in direct traffic – so results are unclear
    94. 94. PR, radio and social media outreach
    95. 95. Difficult to evaluate– likely to result in direct traffic to website, which can’t be tracked to source</li></li></ul><li>Facebook<br />Rise in fans from 948 to 3,766<br /><ul><li>Opportunity to engage with Facebook fans in 2011 and ongoing – and to convert to donors</li></ul>‘More than a gift’ promoted as last minute gift opportunity, directing visitors to the application<br />Top Facebook tab views in Centrepoint page<br />890 Likes<br />143 new donors<br />
    96. 96. Twitter <br />October:<br />Followers: 129<br />Following: 56<br />Tweets: 82<br />Rank: 1,481,366<br />Twitter Grader score: 81 <br />January:<br />Followers:755<br />Following: 874<br />Tweets: 420<br />Rank: 538,425<br />Twitter Grader score: 94<br />
    97. 97. Insights & learnings<br />
    98. 98. Insights and learnings<br />Main income drivers: more traditional, digital channels<br />These have been extensively tried and tested over several years<br />Social media may increase engagement and contribute to increased dwell time and conversions on site<br />Social media buzz likely to have contributed to the high number of direct referrals<br />But important to note that it was part of a sophisticated mix<br />Facebook donation app showed promise – but conversions were lower than other channels<br />1stdonation app for a UK charity, so ahead of the curve? <br />
    99. 99. And this year?<br />Centrepoint will definitely run More than a Gift again<br />2011 will be the campaign’s third year<br />About to start the planning process<br />We’ll be rolling out most of the activity we tested in 2010<br />And we benefit from using the assets we created again, which will improve ROI<br />We’ll be investing more in the most successful channels<br />We’ll be beginning PR activity earlier<br />We’ll be improving tracking further<br />We’ll be finessing the offer, based on in-depth analysis of response and results<br />
    100. 100. Thank you.Any questions?<br />Twitter: @rachelbeer<br />Email: info@hellobeautifulworld.com<br />

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