Jacqui Darlow, head of digital marketing, Dogs Trust Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. www.dogstrust.org.uk
Online v offline
Jacqui Darlow
Head of digital marketing

2. www.dogstrust.org.uk
Online v offline

3. www.dogstrust.org.uk
Email v door mail
• 205 billion emails sent every day
• 13.8 billion letters sent last year

4. www.dogstrust.org.uk
• Two case studies showing how online
and offline can live in harmony and
complement each other

5. www.dogstrust.org.uk
Working seamlessly
• Collaborative working, all teams involved in
decision making
• Ways of working existed before digital was
introduced
• Digital a service to traditionally offline
products
• Where offline leads, project owner decides
the theme and online follows the direction
• Where online leads it is always in full
discussion with the project or income owner

6. www.dogstrust.org.uk
Using online to drive offline
• Sponsor a dog is an offline product
• Needed a new acquisition channel
• Created new look and feel to attract a new
audience to the product and dedicated
web pages

7. www.dogstrust.org.uk
Creative process

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Creative process
• Firstly we looked at our competitors in the
market – what were they doing that we
weren’t?
• We saw that limited choice seemed to be
the way forward

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Current sponsor webpage

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New page design
• Clean simple and easy to make a choice

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A new direction
• Research showed people respond better to
a smaller choice
• An online only journey to complement the
ad design
• Bring certain dogs to life via unique
content

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Different approaches
• Multiple ad
formats used
across platforms
Facebook,
Banners and
email
advertising

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Sponsorship ads Facebook

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Testing
•Tested plan
➢ Week 1 - Introduce CTA led advert
➢ Week 2 - Test Pack Led advert
➢ Week 3 - Test Video
➢ Week 4 - Test Old Landing Page Step 2
➢ Week 5 - Test Old Landing Page Step 1
➢ Week 6 - Test Lollipop

15. www.dogstrust.org.uk
Banner ads

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PPC
• PPC key for those who see ad but prefer
to ‘Google’

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Third Party email

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New Sponsorship web page

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Sponsorship payment

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Retargeting banners
Retargeting banners to
target those
who visited site but
didn’t convert

21. www.dogstrust.org.uk
Results

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Why not a fully online product?
• We’ve found that the emails we send don’t have
the same impact as a physical update
• Sponsor a Dog appeals to people in every age
bracket, from toddlers to the elderly so if we
moved the updates to being purely digital it
would lose its appeal to the very young/very old
since it’s unlikely they’ll have regular access to
their own email address
• We also have people sponsoring from care homes
who would definitely not be able to access digital
updates

23. www.dogstrust.org.uk
SAD updates - why offline?
• We’ve found that having this communication from their
sponsor dog, with no fundraising ask, means people donate
for longer
• Despite the updates not being a fundraising appeal, we do
find that there is a spike in donations
• We often get sent photos of people reading their updates or
displaying them in their homes
• The physical update also gives us a chance to thank our
supporters with a small gift every now and then
• For our Valentine’s 2016 update we sent each supporter a
small packet of seeds (with a note saying that because
their dog can’t send them flowers, they’d have to grow their
own!) which was really well received and supporters
continue to get in touch letting us know how their flowers
are doing

24. www.dogstrust.org.uk
Example collaterol
• ID card
• Certificate
• 6 week update

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Throughout the year

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Taking offline online Xmas
2016
• Direct mail is the mainstay of all charities
• But many want to donate online

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Christmas 2016 Offline

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Christmas 2016 - online

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Jacqui Darlow
jacqui.darlow@dogstrust.org.uk
020 7837 0006
dogstrust.org.uk
@dogstrust
@dogstrust
Contact Me!
THANK YOU
Search dogstrust
/dogstrust
@dogstrust

30. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

31. 17 May 2017
London
#charitycreative
Creatives Group
Digital first creative