Athar Abidi, social media manager, British Heart Foundation 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. Weaponising your audience
Personalisation

2. 1Thursday, March 1, 2018Presentation title
The algorithm isn’t here yet. We don’t know what the effect will be.
It’s not the end

3. 2Thursday, March 1, 2018Presentation title
Some hard truths
• They hardly ever engage with my content
• They like free stuff
• They care more about themselves than the BHF
• They get bored of fundraising
• I love each and every one of them!
Our organic Facebook audience are a disparate bunch.
Get real

4. 3Thursday, March 1, 2018Presentation title
For London to Brighton we provided our users with this personalised
asset:
http://londontobrightonbikeride.echomany.com/video/Wy8mtSLy1MKdMP
that included…
• Them! And us saying how great they are.
• Their fundraising progress
• A bit of a name and shame
• A call to action just for them
• A unique download page
We used personalisation to provide supporters with assets that
served their purposes, AND ours
Give them what they want

5. 4Thursday, March 1, 2018Presentation title
The results were pretty good!
• 71% open rate for the email promising personalised
goodies.
• 475 social shares of the content (not including native
uploads)
• 1,073 clicks to donate from the landing page
• 14% increase in like for like donations YoY.
We sent these videos to 3,237 people as part of their
stewardship journey.
Does it work?

6. 5Thursday, March 1, 2018Presentation title
Conclusions

7. A change is gonna
come: dealing with
digital changes
28 February 2018
London
#charitydigital

8. 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