Fundraising day 14 05 2013 bisnode data driven fundraising_isabel baert

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Presentation given by Isabel Baert, Bisnode on 14/5/2013 at the Fundraising Day in Mechelen.

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Fundraising day 14 05 2013 bisnode data driven fundraising_isabel baert

  1. 1. DATA DRIVEN FUNDRAISINGINSPIRATIE EN PRAKTIJK14/05/20131
  2. 2. WHAT CAN WE DO FOR YOU?2Maximise Your Fundraising ResultsDataManagementSolutionsConsultancy ServicesDonor, Supporter & Prospect View100%DataQualityCampaignManagementberelevantBusinessIntelligence
  3. 3. WHY BISNODE BELGIUM?3We are yourSuperDataManLegal knowledgePrivacyTechnicalSolution providerYearsof experience+35UniquereferentialsPart of the international group
  4. 4. OVER 30 YEARS OF SERVICE TO YOU
  5. 5. 5
  6. 6. INSPIRATION6
  7. 7. 7Data and strategic handling of Dataare more than ever valuable assetsData is the new oil
  8. 8. FROM MULTI-CHANNEL TO OMNICHANNELWeb:Event triggered messagesPersonalised contentPostal:Mail packLETTEREmail:NewsletterWelcome ProgramSocial Media:AppsFacebook fansSURVEYSurvey:Profile TriggeredMobile:Geo-localisationSMSSupporter service:Personalised storyCustomer service8Face to Face:Consistent contentChurn prevention
  9. 9. KEY CHALLENGES IN OMNICHANNEL WORLDNEED FOR AUTOMATED AND CONSUMER CENTRIC PROCESSES9Consumer CentricityPull MessagesAutomated andDynamic Campaigns
  10. 10.  Sign up message Inform Thank Ask One-off to loyal Loyal to recurrent Mid-level donorMajor-level donorSocial ambassadorTHE IMPACT ON SUPPORTER LIFECYCLE10Re-activateAcquireConvertDevelopRetain Churn detection Adapt message Choose right channel  Welcome campaign One-off gift Abandonment• failed promise• failed sdd payment
  11. 11. BENEFITS OF DATA DRIVEN CAMPAIGNSHIGHER SUPPORTER ENGAGEMENTHIGHER RESULTIMPROVED RETENTIONINCREASED INTERACTIONS11
  12. 12. CREATE A SINGLE SUPPORTER VIEW12Offline address E-mail addressCookie, mobile, …Social IDPhone numberDelivery address
  13. 13. CONNECT THE DOTS13
  14. 14. CASES SPEAK LOUDERTHAN WORDS…14
  15. 15. 15
  16. 16. MEET SAM… YOUR SUPPORTER16Sam supports your cause. After meeting one of yourvolunteers, he became interested and started to support you.Sam donates 10 €/month via SDD. You know his postaladress and build up his giving history in your database.Sam is a frequent visitor of your website.Do you know?Sam listed for your monthly newsletter.He opens your newsletters regularly, actually reads them andsometimes responds by clicking or sending to a friend.Do you know?Sam is your fan on facebook.Do you know?
  17. 17. NEWSLETTER FORMS17
  18. 18. CONNECT THE DOTS18SamJanssenDorpstraat 19800 DeinzeNewslettersubscriptionJanuary : 10 €February : 10 €…Sum/year: 120 €Segment: loyal donor!s.janssen@telenet.be
  19. 19. CONNECT THE DOTS19SamJanssenDorpstraat 19800 Deinzes.janssen@telenet.beSamJanssen?Is « Sam Janssen » a uniquecombination in Belgium?5 x « Sam Janssen »in Belgium
  20. 20. CONNECT THE DOTS20SamJanssenDorpstraat 19800 Deinzes.janssen@telenet.beSamJanssenDorpstraat 19800 DeinzeBut… you need to ask more on your web form=
  21. 21. CONNECT THE DOTS21SamJanssenDorpstraat 19800 Deinzes.janssen@telenet.beSamJanssen14/05/1973?Is « Sam Janssen » born on 14/05/1973a unique combination in Belgium?YES !=
  22. 22. WE CONNECTED THE DOTSFor one of our fundraising clients, we combinedhis available data + our referential fileswe connected 7500 online individuals to the right donors better single supporter view more consistent communication22
  23. 23. BY THE WAY…23s.janssen@telenet.beSamJanssen14/05/1973It’s his 40th birthday!Don’t forget to senda birthday mail…Thanking him forbeing a loyalsupporter!
  24. 24. SOCIAL IN YOUR SINGLE SUPPORTER VIEW?• How do you integrate social in your single supporter view?• How can you connect social id’s to your supporter data?24DBofflinesocialonline
  25. 25. From: PermessoSubjectline: Waar wonen de Arnauts’en in België?Où sont les Arnauts’ de Belgique?Launch date: Monday 25/02/201326PERMESSO CASE
  26. 26. PERMESSO APPLICATION27
  27. 27. ASK AUTHORIZATIONS28NameFamily nameFacebook idPhoto
  28. 28. GIVE SOMETHING FUN29
  29. 29. 390.935e-mails sent95%delivered372.410 e-mails delivered106.905 e-mails opened (unique)38.811 unique clicks29%opened36%unique clickson opened 10%unique clickson delivered30
  30. 30. 12.816 ID’s31On the First Week(and 20 new/day since…)
  31. 31. CONNECT THE DOTS… SOCIAL32SamJanssenDorpstraat 19800 DeinzeFacebook id 123456=Via e-mail you can link the donor to the right facebook id.For 70 % we received the same e-mail address, for 30 % an additional e-mail.Via Facebook, you can match these id’s with your facebook fan page id’s.
  32. 32. 33
  33. 33. FIND PETITIONERS34Events: ask attendants to sign petition.Signed petitions were dematerialised.All petitioners integrated in Fundraising database.Already donor? Immediate identification and deduplication.E-mail campaign pointing to hosted landing page.Online petitioners directly integrated.Online & social: driving traffic to petition landing page.
  34. 34. PETITION & OPT-IN CAMPAIGN35E-mail campaign sent to 472 000Permesso contacts, next to othertargeted online contactsAsk = sign the petitionOlder age groups respond best.5.454 signed the petition4.621 gave an opt-in
  35. 35. 36When possible, identifyingfields were prefilled.Data captureOpt-in gathering
  36. 36. CONVERT PETITIONERS > DONORS37Follow-up telemarketing campaign to all recruited petitioners.« Thanks for signing the petition! »« Please do you want to support us? »Useful contacts:-Answers the phone-Talking to the petitioner in person• Average conversion rate from petitioner to donor: 10 % of useful contacts• Paper petitioners > online• Targeted online > mass contact online
  37. 37. 38
  38. 38. MANAGE THE FLOWSSignmandate(uniqueref nr)DonorDematerialiseCRM platform-SDD mandatemanagementCODA 2.3R messageslistingCreditor BankDebtor BanksMRI files inXML +controllreport & file
  39. 39. THEN READ THE DATA40Less fails in thebeginning of the monthSuggest your donors toaccept being debited atthe beginning of themonth
  40. 40. 41
  41. 41. THE CLIENTSmartphoto is a digital photo developer.I want to improve marketing results- Improve ROI by choosing the best addresses- Improve ROI by segmenting of transactional dataBut please…No hassle of implementing RFM segmentation in my system?!No hassle preparing mailing files?!Please help me interpreting all the 111/011/…42
  42. 42. THE CONTEXT43I have a database tracking mostof the buying behavior against anotion of a customer (e-mailaddress, NAL data, account nbr).I want to turn these data into actionableinformation, distinguishing between goodand average clients, monitoring thestrategies to make my customers growinto excellent contributors to mybusiness.But I have no clue how to evenstart this, and I fear this will beexpensive, and cumbersome
  43. 43. THE SOLUTION44clientCRMplatformmonthly extractof NAC +transactionsClientloads onEMMplatformandlaunchescampaignmonthly RFMsegmentationmonthlydq treatment todefine bestaddressreporting:•KPI monitoring• end of yearprevision•budgetingmonthlymailing file withpreparedsegmentation& indication ofbest addressResult =newtransactionsare loadedin the CRMplatform
  44. 44. 45• Build a single supporter viewoffline – online - social• Use & combine multiple channels• Read and learn from the data• Keep it accessible: use external skills
  45. 45. WWW.BISNODE.BE/BLOGPresentation & blog post available as from tomorrow46
  46. 46. THANK YOU!Isabel Baertisabel.baert@bisnode.be+32 2 555 97 28

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