Take Control of the Donor Journey

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Take Control of the Donor Journey

  1. 1. Take Control of the Donor Journey Sydney NFP Breakfast Briefing, 22nd August 2014 @derektweets Derek Laney Director Product Marketing
  2. 2. Communicate More Effectively Raise More Resources • Multi-Channel Marketing • Email Marketing • Marketing Automation • Social Engagement • Donor Management • Events Management • Volunteer Management • Grants Management Engage and Strengthen Your Community • Social Intranet • Member Community • Affiliate/Chapter Community • Partner Community Deliver Better Programs and Services • Program Management • Case Management • Call Center • Advocacy/Policy Tracking
  3. 3. Making Siloed Data Usable Being relevant to where donors are Automate Lifecycle Engagements Optimise Donation Process Common Challenges Reach Mobile Customers
  4. 4. Overcome the Silo Effect Common Challenge “Most marketers still manage messaging in specific silos and don’t meet subscribers’ expectations for integrated, synchronized messaging.” Forrester, 2012
  5. 5. Single Point of Interaction F.R. CRM Stakeholder A Stakeholder A Adopting a Stakeholder Centric Approach
  6. 6. Technology & Data Success • Needed to properly communicate with individuals based on their personal preferences and past donations • Leveraged Microsoft CRM Integration to utilize key subscriber information stored within the application • Increased donor volume and gained global view of subscribers Success Spotlight
  7. 7. David Turner Digital Marketing Specialist
  8. 8. Be Relevant to Where Donors Are Common Challenge “> 50% of customer interactions happen during a multi-event, multi-channel journey.” McKinsey Research – Customer Journey Transformation, Sept 2013
  9. 9. Revenue Time (t) LTV ( - ) LTV ( + ) ACQUIRE ENGAGE RETAINONBOARD Interactions over the lifecycle
  10. 10. Web Acquisition Social Acquisition Welcome SeriesBrowse Abandon Promotions Regular Giving Donation Social Engagement & Advocacy Browse Retargeting Donation Abandonment Tax Summary Reengagement Winback Small Audience Large Audience Events Fundraising Platforms Mobile Acquisition
  11. 11. 2013-2014 School Year Revenue: $60M From email: $10M
  12. 12. Donor base: 1,375,000 Teacher base: 420,000 Transactional Emails: 19 million Open Rate: 44% Campaign Emails: 15 million Open Rate: 20%
  13. 13. Tips from DonorsChoose.org 1. ARM Ambassadors 2. Build social sharing points 3. Corporate Partnerships AQUIRE 4. Personalized receipts 5. Relevant project updates 6. Relevant recommendations ENGAGE
  14. 14. Automate Lifecycle Engagements Common Challenge We must move from numbers keeping score to numbers that drive better actions. David Walmsley, Head of Multichannel, Marks & Spencer
  15. 15. Identify Lifecycle Touch Points ExactTarget Marketing Cloud Solution New Member Welcome Email Abandoned Donation Notification Donation Thank You & Confirmation Email Monthly Giving Email Event Invitation
  16. 16. 1. Sponsorship Lifecycle 2. Post Gift Donation 3. Campaign Example
  17. 17. Reach Mobile Customers Common Challenge
  18. 18. Text ‘DONATE’ to 0428 030 701
  19. 19. 0 10 20 30 40 50 60 70 Australia Brazil China France Germany Japan UK USA 36.8 35.4 27 18.3 5.9 30.2 31 52.2 13.8 33.1 38.2 28.8 19.6 50.9 43.5 64.6 26.3 46.9 42.3 39.8 24.7 62.2 56.4 2011 2012 2013 Mobile Penetration (Total Population)
  20. 20. 41% use mobile friendly design
  21. 21. 46% have an app 70% don’t use location
  22. 22. The Platform for 1:1 Customer Journeys Build a Single View of the Customer Plan and Optimize the Customer Journey Deliver Personalized Content Across Every Channel and Device Measure the Impact on Your Business
  23. 23. How it Works… Journey Builder Predictive Intelligence Customer Data Platform
  24. 24. Thank You!

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