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1
Understanding supportersbetter through digitalDan Martin, Strategy Director, ChameleonJaclyn Wilkins, Associate, Charles R...
Understanding supporters          DATA                           3
Data is for geeks                    4
It’s OK to be a data geek though                                      5
6Flickr: kenfagerdotcom
7
Where do you get the data from?•   Website analytics•   Social insights               Those are•   Supporter preferences  ...
The data cycle                 Collect          Use              Analyse                                     9
The legal stuff…• Don’t forget your data protection obligations!• Consider what information you want to collect and what y...
The legal stuff…• Website Analytics – don’t forget thenew cookies law!!• Marketing campaigns by post or email – don’t forg...
Data• Active vs. passive data collection• Analysing data• Using data                                       12
Flickr: cbcd04Active datacollection                               13
Surveys• Quick, easy, powerful to deploy• Need to ensure you build the survey to get insights  you can analyse and act on•...
Flickr: ausnahmezustandWho are your supporters?                                           15
How many audience segments do you have?•   1-10•   10-20•   20-30•   30+                                          16
What’s our experience?• 10 clients• Total Audience segments / 10Average number of audience segments?39.4                  ...
Segmenting supporters – example – Fundraiser                       Fundraisers       Events fundraiser vs. community fundr...
Some real client examples• Medical research charity learned there was a gap in their  website content for a specific suppo...
Flickr: SilentModePassive datacollection                                20
Passive data collection – a sliding scaleGeneric                 Specific                   Specificnon-personal          ...
The legal stuff…• Again, don’t forget your obligations under the Data  Protection Act and the Privacy Regulations about  c...
Flickr: Machine ProjectAnalysing data                                23
Analysing data to learn about supporters• Focus is crucial   – What segment do you want to know about?   – What behaviour ...
Spotting trends• Data is great for trends!• But data on its own isn’t enough – you really need  insights to add on top to ...
Flickr: wscullinUsing data                                26
Targeting known segments on Facebook  UK targeting 45+ years old  Specific bird-related interests      only               ...
Using data to maximise giving                                28
Behavioural targeting - remarketing62% uplift in newsletter registrations / educationalmaterial registrationsAverage donat...
The legal stuff…wrapping up• Think about:   – What data you want to collect   – How you want to use that data   – What con...
• Data love              32
Thank youdan.martin@chameleon.eu@danm605jaclyn.wilkins@charlesrussell.co.uk
34
Using content to mobilisesupportersJeremy Davis, Commercial Director, ChameleonVanessa Barnett, Partner, Charles Russell
“Mobilising supporters”                                        Emotional                                        engagement...
Context                    DesignContent                         37
photo: bluewolf.com                      38
Search         39
Photo: fanpop.com
Photo:
photo: AP / Obed Zilwa
You are a publisher                      43
Hierarchy of messaging
45
46
47
Content is not just what’s on your website (it’s anywherewhere you interact with your target audience )
What makes effective content?• Strategic – it knows who it’s for and what it wants to  achieve• It is context-appropriate•...
Flickr: ollesvensson
Flickr: naixn
Flickr: grendelkhan
Flickr: p_a_h
Getting the rights in• Creating new content            • Using existing third  – Commercial production           party con...
Flickr: phpphoto 2010
The ‘right’ to ‘share’
Context• What is the context?   – What are they doing?   – Screen sizes always change (iPhone5, Kindle Fire,     Internet ...
What to do?• 1st step in most web projects now is content strategy   – What do you have?   – What do you need?• The 3 Ps (...
Don’t forget advertising rules
Informal guidance• Disclosure of paid promotions or endorsements.• Use ‘#ad’ hashtag or #spon if someone has been  paid to...
Put the papaya down, Orlando                                                                          70http://www.guardia...
Design & emotional engagement“Design is an opportunity tocontinue telling the story, not justto sum everything up.” – Tate...
Emotional Response Testing (ERT)                                   72
Context                    DesignContent                         73
ContextContent                    Design
The opposite of good!                        75
Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
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Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12

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Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12

  1. 1. 1
  2. 2. Understanding supportersbetter through digitalDan Martin, Strategy Director, ChameleonJaclyn Wilkins, Associate, Charles Russell
  3. 3. Understanding supporters DATA 3
  4. 4. Data is for geeks 4
  5. 5. It’s OK to be a data geek though  5
  6. 6. 6Flickr: kenfagerdotcom
  7. 7. 7
  8. 8. Where do you get the data from?• Website analytics• Social insights Those are• Supporter preferences some online• Surveys sources, but…• Email interactions• Marketing campaigns• Postal• Face-to-face What about• Events offline?• Community 8
  9. 9. The data cycle Collect Use Analyse 9
  10. 10. The legal stuff…• Don’t forget your data protection obligations!• Consider what information you want to collect and what you need to use it for• Are you dealing with personally identifiable information?• Remember the first and second data protection principles• Get it right from the start!• Data sharing with the charity’s trading company 10
  11. 11. The legal stuff…• Website Analytics – don’t forget thenew cookies law!!• Marketing campaigns by post or email – don’t forget your obligations under the Privacy Regulations and obtaining the appropriate consents 11
  12. 12. Data• Active vs. passive data collection• Analysing data• Using data 12
  13. 13. Flickr: cbcd04Active datacollection 13
  14. 14. Surveys• Quick, easy, powerful to deploy• Need to ensure you build the survey to get insights you can analyse and act on• Learn about your supporter segments• Make sure you can filter responses by channel• Keep them short and focus on what you want to find out – ‘We think XYZ and need validation’ – ‘We know we don’t know ABC and need to gather info’ 14
  15. 15. Flickr: ausnahmezustandWho are your supporters? 15
  16. 16. How many audience segments do you have?• 1-10• 10-20• 20-30• 30+ 16
  17. 17. What’s our experience?• 10 clients• Total Audience segments / 10Average number of audience segments?39.4 17
  18. 18. Segmenting supporters – example – Fundraiser Fundraisers Events fundraiser vs. community fundraiserChallenge events fundraiser vs. sporting events fundraiser First time challenge events fundraiser vs. repeat challenge events fundraiser Successful first time challenger events fundraiser vs. under-performing first time challenge events fundraiser 18
  19. 19. Some real client examples• Medical research charity learned there was a gap in their website content for a specific supporter segment – helped them focus on a content strategy to plug that gap• Membership org shifting focus to fundraising were able to validate that changing the wording of their offering increased understanding of the supporter base of what they were funding• Health charity found Facebook fans more likely to give and preferred sponsorship / pledges, compared to website users who were less likely to give and preferred regular giving, so they could then tailor asks and propositions 19
  20. 20. Flickr: SilentModePassive datacollection 20
  21. 21. Passive data collection – a sliding scaleGeneric Specific Specificnon-personal non-personal personalMost analytics data Most Facebook data Device datae.g. e.g. e.g.Top content Marital status CookiesTime-on-site Gender IP AddressPages per visit Declared interests Mobile number 21
  22. 22. The legal stuff…• Again, don’t forget your obligations under the Data Protection Act and the Privacy Regulations about consent• Look at what data you would like to collect and how you want to use it• Then think about the consents you might need – what expectations are you setting for the individuals concerned? 22
  23. 23. Flickr: Machine ProjectAnalysing data 23
  24. 24. Analysing data to learn about supporters• Focus is crucial – What segment do you want to know about? – What behaviour do you want to investigate? – What objective are you hoping to achieve?• Good examples: – Supporter paths -> conversion – Segment engagement scoring 24
  25. 25. Spotting trends• Data is great for trends!• But data on its own isn’t enough – you really need insights to add on top to add context 25
  26. 26. Flickr: wscullinUsing data 26
  27. 27. Targeting known segments on Facebook UK targeting 45+ years old Specific bird-related interests only 27
  28. 28. Using data to maximise giving 28
  29. 29. Behavioural targeting - remarketing62% uplift in newsletter registrations / educationalmaterial registrationsAverage donation 67% higher for conversions viaremarketing 30
  30. 30. The legal stuff…wrapping up• Think about: – What data you want to collect – How you want to use that data – What consents/procedures do you need to follow in order for you to legally achieve what you want to do with the data• Remember to check: – Your privacy policies – Your consent wording when collecting personal data – Are you compliant with the new cookies law?• Getting it right from the start will make things easier• Remember the PR consequences! 31
  31. 31. • Data love 32
  32. 32. Thank youdan.martin@chameleon.eu@danm605jaclyn.wilkins@charlesrussell.co.uk
  33. 33. 34
  34. 34. Using content to mobilisesupportersJeremy Davis, Commercial Director, ChameleonVanessa Barnett, Partner, Charles Russell
  35. 35. “Mobilising supporters” Emotional engagement Content • Moved, touched, Design inspired, motivated Context Conversion • Opportunity to take Forms, SMS, share, comment action/complete 36
  36. 36. Context DesignContent 37
  37. 37. photo: bluewolf.com 38
  38. 38. Search 39
  39. 39. Photo: fanpop.com
  40. 40. Photo:
  41. 41. photo: AP / Obed Zilwa
  42. 42. You are a publisher 43
  43. 43. Hierarchy of messaging
  44. 44. 45
  45. 45. 46
  46. 46. 47
  47. 47. Content is not just what’s on your website (it’s anywherewhere you interact with your target audience )
  48. 48. What makes effective content?• Strategic – it knows who it’s for and what it wants to achieve• It is context-appropriate• It is unique, compelling & action-orientated• It is shareable – think in terms of chunks of content• Keeping content legal - copyright 51
  49. 49. Flickr: ollesvensson
  50. 50. Flickr: naixn
  51. 51. Flickr: grendelkhan
  52. 52. Flickr: p_a_h
  53. 53. Getting the rights in• Creating new content • Using existing third – Commercial production party content • Assignment always – Commercial licence preferable! • Content libraries – User generated content • Creative Commons • Assignment unlikely, but very wide licence • Be careful licence rights wide enough – Exclusive/non-exclusive – Territory – Media – Devices• Employees/consultants – Language 56
  54. 54. Flickr: phpphoto 2010
  55. 55. The ‘right’ to ‘share’
  56. 56. Context• What is the context? – What are they doing? – Screen sizes always change (iPhone5, Kindle Fire, Internet TV, etc)• Responsive design vs platform-specificity – E.g. Mobile – 20% of Facebook mobile users are mobile-only – Non-responsive: http://www.oxfam.org.uk/ – Responsive: http://worldwildlife.org/ 63
  57. 57. What to do?• 1st step in most web projects now is content strategy – What do you have? – What do you need?• The 3 Ps (and an M and a T): – People – Places – Production (you or 3rd party? – cf Red Bull) – Measure - Test- Keeping it legal – advertising rules 64
  58. 58. Don’t forget advertising rules
  59. 59. Informal guidance• Disclosure of paid promotions or endorsements.• Use ‘#ad’ hashtag or #spon if someone has been paid to promote your organisation. 69
  60. 60. Put the papaya down, Orlando 70http://www.guardian.co.uk/business/2012/sep/19/waitrose-twitter-hashtag
  61. 61. Design & emotional engagement“Design is an opportunity tocontinue telling the story, not justto sum everything up.” – Tate LindenExample: Charity Water 71
  62. 62. Emotional Response Testing (ERT) 72
  63. 63. Context DesignContent 73
  64. 64. ContextContent Design
  65. 65. The opposite of good! 75

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