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SearchLove London 2017 | Cheri Percy | Digital Witness: Tales From the Charity Frontlines

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We’re all well-versed in the realms of digital transformation when it comes to businesses and brands, but what can we learn from our third-sector friends? Cheri will share her experiences working with nationwide charity Breast Cancer Care. She will showcase the tactics they used to get quick wins from social testing and to boost conversion rates. She’ll also prove that a digital culture means more than just Slack; why it matters and how you can start seeing the change, fast.

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SearchLove London 2017 | Cheri Percy | Digital Witness: Tales From the Charity Frontlines

  1. 1. Digital Witness: Tales from the Charity Front Lines 17.10.2017
  2. 2. 2 Hello
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  12. 12. 12 I started ardently fundraising….
  13. 13. 13 I walked in memory (a lot!)
  14. 14. 14 I even took on my first 5k…
  15. 15. 15 And smashed it 👊
  16. 16. 16
  17. 17. 17
  18. 18. But the same goes for charities…
  19. 19. 19 Digital do gooder, photobomb pro
  20. 20. 20 Stand Up. Raise Cash. Take Cancer Out.
  21. 21. 21 The Millennial Mindset
  22. 22. 22 Power to change the status quo
  23. 23. 23 Aim at root causes “I think that cancer is something that can be stopped – we have the potential to stop it. If everyone comes together and lends their support, you can stop people going through what we went through.”
  24. 24. 24 Build collective responses, not individual solutions “Clever use of wording to grab attention” “Looks like they mean business” *BrainJuicer 2017
  25. 25. 25 Build collective responses, not individual solutions 25
  26. 26. 26 Change attitudes with the power of collaboration
  27. 27. 27 A note on that ‘Millennial Mindset’
  28. 28. 28 Because we know….
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  30. 30. 30
  31. 31. 31
  32. 32. 32 “Community can last indefinitely. A movement is about progress towards a common goal”. Joe Jenkins, The Children’s Society
  33. 33. 33
  34. 34. But what about internal change?
  35. 35. 35 “It is possible to affect change from the middle. It just takes a lot longer…” Julie Dodd, Parkinsons UK
  36. 36. 36
  37. 37. 37 Building a network of Digital Champions
  38. 38. 38 Across the organisation…
  39. 39. 39 Classroom learning
  40. 40. 40 One-to-one tutorials
  41. 41. What on earth were the Digital team up to?
  42. 42. 42 Sign up content is more than just event details
  43. 43. 43 What advice are people actually looking for?
  44. 44. 44 And form content around this…
  45. 45. 45 329% more traffic than the next blog in our organic search Driving traffic to the site (and away from our competitors)
  46. 46. 46 Testing CTAs with a warm audience 757 conversions 153 conversions
  47. 47. 47 Co-creation is a powerful tool
  48. 48. 48 …especially if you can monetise for good! Raised £3,021.54 in donations 20% uplift on donations target
  49. 49. 49 Testing increased conversion by 46% Think about where people are coming from Try this for other larger real-estate areas
  50. 50. There were some surprises too!
  51. 51. 51 57% of conversions came from retargeting
  52. 52. 52 Invest in the long game… Taken 3,340 times £12.49 CPA 3rd best performing blog post
  53. 53. 53 Paid media spend for conversion not just acquisition Retargeting weekly with those registered for an event to encourage average gift. CPA: £45
  54. 54. 54 Calculating your lifetime value Average Value of a Sale Number of Repeat Transactions Average Retention Time for a customer X X
  55. 55. 55 Posting less frequently, and more tactfully
  56. 56. 56 The valued engagement rate shifted over time
  57. 57. 57 Anthony Nolan has a content strategy for that The Hunt (urgent) The Happy Ending (celebratory) The Hero (celebratory) The Heartbeat (informative)
  58. 58. But not everything went to plan…
  59. 59. 59 People prefer free stuff, even charitable types…
  60. 60. 60 We say “Digital Culture” but there’s some analog stuff in there Thanks, Ma
  61. 61. 61 Not all teams will be adopters straight away Celebrate and empower those that are!
  62. 62. A bit of a recap…
  63. 63. 63 Find your root cause
  64. 64. 64 Keep calm and collaborate
  65. 65. 65 Invest in the long game
  66. 66. 66 Drive average value….with value *eg. free stuff
  67. 67. 67 A sign up or purchase is more than a hard sell *keep testing that
  68. 68. And ring in the tangible results…
  69. 69. 69 £2,759.00 Make a change
  70. 70. 70 Make a difference
  71. 71. 71 Do good with digital
  72. 72. 17.10.2017 Cheri Percy, Account Director cheri.percy@nonsenselondon.com

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