Developing a cross- channel campaign Third Sector Digital Communication & Social Media Convention, 13 June 2011 Rachel Beer Founding Partner ShormehOmaboe Direct Marketing Manager
The background To illustrate how a small to medium-sized charity, with a limited budget, can deliver an integrated campaign to: Grow its supporter base Reach new audiences Develop a new income stream And still innovate!
Centrepoint’s objectives Warm donors Create additional ask during the lead up to Christmas Generate income and keep donor base actively giving, increasing lifetime value Donor recruitment Recruit new cash donors with younger profile (35-55) Ultimately, convert buyers & recipients to Direct Debit Build on previous year’s pilot campaign Addressing known issues Improving results
Targets Warm donors Sell 2,300 gifts to warm donors from 1,150 orders Raise £57,500 Donor recruitment Generate 714 orders from new donors Raise £25,000 Total 1,864 orders Raise £82,500
Known issues from previous year Tracking Not possible to evaluate return on specific cold media Usabilty or technical issues Estimated 7-8% of potential income through sales of virtual gifts lost Issues with efficiency of data capture and speed of fulfilment Cross-pollination from other appeals Difficult to separate response generated purely to virtual gifts
Room Sponsor Home For Christmas Virtual Gifts Christmas campaigns
However… The pilot in 2009 was very successful overall: Strong response from warm donors Who had already received a Christmas cash appeal Healthy return on investment from cold Compared favourably with other donor acquisition activity and sector benchmarks
Budgeting Budgets never as big as charities would like
Year two of campaign, so investment still fairly low while establishing potential
A campaign budget is an investment in generating more income Minimise spend, but not at the expense of achieving objectives No hard and fast rules It’s smart to use KPIs from other fundraising activity as benchmarks for setting budget
Budgets £50,000: Campaign creative for microsite, warm insert, emails, on and offline fulfilment materials and display advertisements Web development £25,000: Cold media £10,000: Social media and/or PR N.B. Exclinsert and fulfilmentprint, production & postage
What’s wrong with virtual gifts? Too transactional for the buyer (AKA donor) Too much like e-commerce Buyer’s satisfaction not considered sufficiently Clunky donation processes Unfulfilling for the recipient Neither party sufficiently engaged with the charity and its work Making conversion into longer-term support less likely
Put fundraising into virtual giftsMake the experience more engaging and fulfillingMake it as easy as possible to buy, donate and share
The gifts (the asks) Simple, clear and tangible And transparent Range of price points and items Something affordable for everyone Illustrating the scope of Centrepoint’s work
Create engagement Bring each gift ‘to life’ Photography Engaging copy Show the difference buying a gift (making a donation) makes to a young person Photographs of young people Quotes from young people Allow social sharing
Strategy Make the small(ish) budget work hard Create a microsite that will ‘sell itself’ Maximise on site conversions Maximise repeat purchases Focus targeting on achieving maximum penetration of most receptive audiences Make the most of free and cheap media Focus on online for donor recruitment
Back to our objectives To recruit new donors Younger profile (35-55) Likely to be sympathetic to Centrepoint’s mission, beyond the seasonal peak of interest Who will continue to support Centrepoint’s fundraising appeals in the longer term; aim to convert to Direct Debit We asked ourselves… Where does Centrepoint usually reach out to attract new supporters?
Other considerations Couldn’t afford a wide variety of media We had to be creative! Focus on fewer and greater share of voice Where and when would people be in the right mindset to buy a virtual gift? Secure free/low cost media where possible Other fundraising propositions and creative messages running simultaneously Existing media agency relationship Buy all Centrepoint’s media for best value
Media plan Press In relevant gift guide sections where available Online Shopping sites Large reaching publishers Facebook Affiliates Charity Gifts Donations4charity
Display advertising: offline The Guardian The Times The Evening Standard The Big Issue
Other channels Insert to existing donors Email to warm contacts and responders Radio advertising Adwords PR Facebook: Custom tab and donation app Twitter: outreach and engagement Twibbon: with donation integration
Radio activity Centrepoint created a radio feature and were permitted air time to discuss ‘More than a gift’ on 13 different radio stations A young person and frontline worker were interviewed Coverage on stations including Sky News, BBC Kent and BBC Southern Counties Overall reach of 32,241,000 On air for a total of 01:19:14
Fundraising KPIs Number of donors/donations/responses Response rate for online, replace with CTR & conversion Average gift Income Net income Return on investment
Online measurement Web traffic/visitors to your site: Traffic sources Clicks Page views/unique page views Time on site Goal completion/conversion Facebook: Likes, comments, active users Twitter: followers, re-tweets, mentions, reach And similar on YouTube, Flickr etc.
Top 10 traffic sources Top referring sites Direct Google Adwords Facebook app PR referral link eBay Display advertising Facebook referral Display advertising Charity’s own site Google organic No.1: Facebook app No.5: Facebook referrals No.10: Twitter
Visitors to site Significant uplift seen across:
Insights and learnings Main income drivers: more traditional, digital channels These have been extensively tried and tested over several years Social media may increase engagement and contribute to increased dwell time and conversions on site Social media buzz likely to have contributed to the high number of direct referrals But important to note that it was part of a sophisticated mix Facebook donation app showed promise – but conversions were lower than other channels 1stdonation app for a UK charity, so ahead of the curve?
And this year? Centrepoint will definitely run More than a Gift again 2011 will be the campaign’s third year About to start the planning process We’ll be rolling out most of the activity we tested in 2010 And we benefit from using the assets we created again, which will improve ROI We’ll be investing more in the most successful channels We’ll be beginning PR activity earlier We’ll be improving tracking further We’ll be finessing the offer, based on in-depth analysis of response and results