The changing face of CRM. CRM for charity communicators conference, 2 December 2014

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Collette Langley, solutions engineer, Blackbaud

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

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The changing face of CRM. CRM for charity communicators conference, 2 December 2014

  1. 1. #G| °3l1‘| NG TUESDAY b| c1<: |<bc1ud'" your passion > our purpose
  2. 2. #G| W|NG TUESDAY your passion > ourp
  3. 3. THE 1 FA CE OF jg U rm“, E} A 5 “ vi ; . J‘ I V WITH COLLETTE LANGLEY / ‘ "
  4. 4. What is influencing CRM? & Developments in technology a The growing demands of not for profit's and how they fundraise, communicate and influence
  5. 5. #G| W|NG TUESDAY your passion > ourp
  6. 6. - 10,000 partners What is #G| V|NGTUESDAY? - 90% increase in online giving it I. CYBER MODAY - 40% increase in average gift size SHOP ‘TIL YOUR MOUSE BREAKS! - 1.2 billion media impressions ‘ / A . 500,000 tweets (700 per minute)
  7. 7. #G| W|NG TUESDAY your passion > ourp
  8. 8. Number ol Social Media Sales Used N = 501 cm. 2% How to do social well. .. #l. ||ISIliI[ SOCIAL & DIGITAL EXPANSE Fundamentally changing the way charities interact with supporters. Thank you for the outpouring Use Peer—to—PeerFundraising to Of support. Drive Donations peer to peer E Have Uud wllhnrhu P| IlI2Monlh| _ _ H V‘ _ _ I I E‘ I ‘U MIWEMBHR ‘ 5 (J “ ~«~. , a‘ :7 2012 2013
  9. 9. T i For women and children. Against domestic violence. Raising awareness in a way people can relate to remains the first step to getting people to give, but the real potential of social is unl0cl<ed when campaigns are based on deeper insights about how the new channels are used.
  10. 10. How to do social well. .. e Raising awareness in a way people can relate to remains the first step to getting 2 people to give, but the real potential of social is unlocked when campaigns are based on _ deeper insights about how the new channels For women and children. are used ' Ainst domestic violence. “ ~ I ‘ soldsie“ New ways to take donations via social media
  11. 11. Peer to Peer P2P giving has grew 250% in the 4 years to previous 2013 Social allows P2P to blossom Social influence drives involvement in causes Using social media supporters viral spread the fundraising message Online platforms make it easy to fundraise and share Lteverydayhero - 2012-2013: The number of gifts acquired by P2P fundrasiers rose by 50% 4 - 15% growth on traditional donation pages that added P2P giving in 2013 - 20% growth in giving amount due to P2P fundraising activity Network for Good Crowd and Friendraising
  12. 12. Peer to Peer P2P giving has grew 250% in the 4 years to previous 2013 Social allows P2P to blossom Social influence drives involvement in causes Using social media supporters viral spread the fundraising message Online platforms make it easy to fundraise and share ifeverydayhero - 2012-2013: The number of gifts acquired by P2P fundrasiers rose by 50% - 15% growth on traditional donation pages that added P2P giving in 2013 - 20% growth in giving amount due to P2P fundraising activity Network for Good Crowd and Friendraising
  13. 13. #G| W|NG TUESDAY your passion > ourp
  14. 14. USE OF MOBILE Do Mobile and tablet dollars were up 96% with responsive. Mobile dollars were up 126% with responsive.
  15. 15. Web Optimisation REUTERS . ..predicted mobile would become the number one device for accessing the internet by 2015 In optimising our websites for mobile consumption we are considering the customer experience and providing the best fit solution
  16. 16. Email Optimisation More email is read on a Mobile than on a desktop email client or via webmail 68% of UK smartphone owners used their device to check email in the past 30 days F Only 12% of newsletters use responsive design techniques 24% of companies aren't optimizing their email creatives for mobile viewers in any way
  17. 17. ing! f SMS text messag Make use 0 Text message Open rate around 20% d s are rea of text message ompared to email at c Just to re Blackbaud Charity Auction is taking place tomorrow night at The Ritz ll'l London, please remember to bring your mind you the
  18. 18. Text donation use in 2012 to this year Younger people much more likely to donate this way — just under for and just under for Using text giving as a proves to be successful 5E9 Phonepa. yPIus LT D
  19. 19. #G| W|NG TUESDAY your passion > ourp
  20. 20. I57?» i-u—Uu| &£D&Jt'_: ',: ::. 'u II & Ijnntfitztznzg rviiuuitluhi-oiaisrrifiriuninu-avian-nib-uni nu-niuuui-tutu-n 2 , , pi-in-menu-iiuigiiu--a. ¢.uuuo. .um-sun -imimiuiin-u SMART DATA
  21. 21. Passion Modelling or Engagement Scoring Understanding the warmth of your database not simply by transactions but by engagement and understanding of your supporters Against each individual you are able to see their engagement change through time but you can also measure the whole database warmth to understand your impact.
  22. 22. These users have known active presences on at least two major networks. These users consume information from one known network. Network Value Individual Value Generate significant discussions & thoughts and guide decisions Generates unique posts, shares, & comments Individual Value
  23. 23. Contextualisation vs Personalisation No longer able to control the supporter journey, we cannot force a linear marketing model Must allow the supporter to be able to determine their own journey Good example is in web optimisation and understanding which data is consumed on what platform Analyse where traffic is coming from adapt, evolve, understand supporters needs and react
  24. 24. #G| W|NG TUESDAY your passion > ourp
  25. 25. 545 cloud services are in use by an organization on average 2014 is the first year the majority of workloads will be on the cloud as 51% will be processed in the cloud versus 49% in the traditional IT space i: _i . “El I: _ _ i i s/ IoconeANGLE Microsoft and Techsoup Survey 82% of companies reportedly saved money by moving to the cloud. 80% of cloud adopters saw improvements within 6 months of moving to the cloud. NSK Inc. ftoday, at least 72% of businesses have adopted the cloud. Within 3 years, that number will reach a staggering 91% of businesses. ently, 40% of CRM systems sold around the world are based in the cloud. That number is rising fast. SYNTAX ‘. ;.‘. . ‘U‘Shl"4VICfUSIiI.1l'€Si . ... ... .i. .w. ..i. .. yul . Ac: E-3 qiamm iiiimgyi aaiim neimiii mmeuiim Illal may oi may N ins of SMB cloud adopters report that they have experienced security benefits since moving to the cloud. 1‘. ... i.m. .i. ... ... ... ..i. ... ..i. ..i. .. . mpmlaillyls mam in be oooluyed iii vii: vr-‘M PCWorId 7’YEM7fillIg Apaiuiui Mailing 5 the Sim! is ' 08, the global cloud computing industry was estimated to be worth $46 billion. By the end of 2014. the WWW”mmWm"m i ; try is predicted to be worth more than $150 billion imiiv' TALLEGA
  26. 26. #G| W|NG TUESDAY your passion > ourp
  27. 27. YOUR QUESTlONS. ..? @Col| ette_NFP I audEurO De
  28. 28. #G| W|NG TUESDAY your passion > ourp
  29. 29. CharifyComms Visit the Chciri’ryComms website to view slides from post events, see when events we have coming up and to check out what else we do. www. charifyc: omms. org. uk
  30. 30. ChcirityComms CRM for charity communicators: developing excellent customer experience Conference 2 December20l4 London #chorityCRl/ l

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