Topic: Using technology to power your online activity: A British Heart Foundation Case Study * Discover how BHF used their content management and digital marketing platforms in creative ways to boost fundraising * How to integrate your internal and external systems to improve data capture * Three key steps to keep your visitors and donors engaged and interacting with your digital channels * Why delivering a seamless, connected experience is the route to get the results your organisation deserves

1. SX SURVIVAL
OF THE FITTEST
HOW THE BHF IS USING DIGITAL TO WIN
COMPETITIVE ADVANTAGE.
LINDSAY HERBERT,
GLOBAL HEAD OF DIGITAL
ON THE EDGE LIVE
8 OCTOBER // 2014
@lindzeiy @precedentcomms #precsem

2. WHY DO
WE EXIST?
@lindzeiy @precedentcomms #precsem

3. WHY DO
WE EXIST?

4. WHY DO
WE EXIST?

5. HIERARCHY OF
HUMAN NEEDS:
@lindzeiy @precedentcomms #precsem

6. HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SSOOCCIIAALL AACCCCEEPPTTAANNCCEE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem

7. WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem

8. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
@lindzeiy @precedentcomms #precsem

9. @lindzeiy @precedentcomms #precsem

10. @lindzeiy @precedentcomms #precsem

11. @lindzeiy @precedentcomms #precsem

12. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
@lindzeiy @precedentcomms #precsem

13. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TTIIMMEE GGOOEESS OONN..
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem

14. @lindzeiy @precedentcomms #precsem

15. @lindzeiy @precedentcomms #precsem

16. T H E P E R C E P T I O N
OUR SUPPORTERS
ARE DISLOYAL.
@lindzeiy @precedentcomms #precsem

17. T H E T R U T H
OUR SUPPORTERS
ARE UNENGAGED.
@lindzeiy @precedentcomms #precsem

18. T H E T R U T H
✱ They can’t donate easily.
So they don’t give more.
✱ They can’t find advice or support.
So they don’t fundraise.
✱ They hate all the direct mail.
So they don’t refer others.
✱ They can’t see where money goes.
So they warn others.
✱ They don’t feel valued or listened to.
So they never come back.

19. T H E T R U T H
✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
So they don’t fundraise.
✱ They hate all the direct mail.
So they don’t refer others.
✱ They can’t see where money goes.
So they cancel their direct debit.
✱ They don’t feel valued or listened to.
So they never come back.

20. T H E T R U T H
✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
✱ So they don’t fundraise.
✱ They hate all the direct mail.
So they don’t refer others.
✱ They can’t see where money goes.
So they cancel their direct debit.
✱ They don’t feel valued or listened to.
So they never come back.

21. T H E T R U T H
✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
✱ So they don’t fundraise.
✱ They hate all the direct mail.
✱ So they don’t refer others.
✱ They can’t see where money goes.
So they cancel their direct debit.
✱ They don’t feel valued or listened to.
So they never come back.

22. T H E T R U T H
✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
✱ So they don’t fundraise.
✱ They hate all the direct mail.
✱ So they don’t refer others.
✱ They can’t see where money goes.
✱ So they cancel their direct debit.
✱ They don’t feel valued or listened to.
So they never come back.

23. T H E T R U T H
✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
✱ So they don’t fundraise.
✱ They hate all the direct mail.
✱ So they don’t refer others.
✱ They can’t see where money goes.
✱ So they cancel their direct debit.
✱ They don’t feel valued or listened to.
✱ So they never come back.

24. T H E T R U T H
OUR SUPPORTERS
ARE UNENGAGED.
OUR CHARITY IS AT
RISK.
@lindzeiy @precedentcomms #precsem

25. HOW FIT ARE YOU
TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem

26. RATING YOUR
SX FITNESS LEVEL:
ENDANGERED EXPOSED CONTENDER CHAMPION
@lindzeiy @precedentcomms #precsem

27. RATING YOUR
SX FITNESS LEVEL:
ENDANGERED EXPOSED CONTENDER CHAMPION
@lindzeiy @precedentcomms #precsem

28. HOW DID BHF
ADAPT TO ITS
SSUUPPPPOORRTTEERRSS’’
NEEDS?
@lindzeiy @precedentcomms #precsem

29. CULTURE
ANALYSIS
RRAATTIIOONNAALL
EMOTIONAL
@lindzeiy @precedentcomms #precsem

30. CULTURE
ANALYSIS
RRAATTIIOONNAALL
EMOTIONAL
HOW YOU VALUE YOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem

31. CULTURE
ANALYSIS
RRAATTIIOONNAALL
EMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

32. CULTURE
ANALYSIS
RRAATTIIOONNAALL
EMOTIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE REST.
@lindzeiy @precedentcomms #precsem

33. CULTURE
ANALYSIS
RRAATTIIOONNAALL
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem

34. HOW TO
CARE
WWIITTHH DDIIGGIITTAALL..
@lindzeiy @precedentcomms #precsem

35. C A R E
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
HOW YOU VALUE YOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem

36. W H Y D O Y O U E X I S T ?
“ To provide our customers
with the most convenient
access to media entertainment.”
@lindzeiy @precedentcomms #precsem

39. W H Y D O Y O U E X I S T ?
“ To win the fight against
heart disease.”
@lindzeiy @precedentcomms #precsem

49. C A R E
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
✱ Include Supporter Experience in your strategic plan.
✱ Use feedback and trends to inform decisions.
✱ Tie staff appraisals to SX targets.
✱ Invest in ways to solve SX issues.
@lindzeiy @precedentcomms #precsem

50. C A R E
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

53. £15 BILLION

60. C A R E
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
@lindzeiy @precedentcomms #precsem

61. C A R E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
@lindzeiy @precedentcomms #precsem

73. C A R E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
✱ Offerings and events deliver to current core needs.
✱ End to end processes are efficient.
✱ Costs are fair and pay off is high.
✱ It’s easy to transact at every possible touchpoint.
@lindzeiy @precedentcomms #precsem

74. C A R E
IF YOU’RE A CHAMPION,
HARNESS THE :
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem

75. THE MOST
MAGICAL PLACE
OONN EEAARRTTHH..
@lindzeiy @precedentcomms #precsem

76. @lindzeiy @precedentcomms #precsem

77. @lindzeiy @precedentcomms #precsem

78. @lindzeiy @precedentcomms #precsem

79. @lindzeiy @precedentcomms #precsem

84. C A R E
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
✱ Interactions elevate the supporter socially.
✱ Supporters personally identify with the brand
and go out of their way to recommend.
✱ Success in life is increased by continued interactions.
✱ Supporters feel listened to, appreciated and valued.
@lindzeiy @precedentcomms #precsem

85. BUT WHAT
DOES IT
AALLLL MMEEAANN??
@lindzeiy @precedentcomms #precsem

86. CULTURE
ANALYSIS
RRAATTIIOONNAALL
EMOTIONAL
@lindzeiy @precedentcomms #precsem

87. RATING YOUR
SX FITNESS LEVEL:
ENDANGERED EXPOSED CONTENDER CHAMPION
@lindzeiy @precedentcomms #precsem

88. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TTIIMMEE GGOOEESS OONN..
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem

89. HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SSOOCCIIAALL AACCCCEEPPTTAANNCCEE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem

90. WHY DO
YYOOUU EEXXIISSTT??
@lindzeiy @precedentcomms #precsem

91. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
@lindzeiy @precedentcomms #precsem

92. THANK YOU.
@lindzeiy @precedentcomms #precsem