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Digital marketing for Charities 2016

Charity marketing specialist Lucy Conlan steps us through the trends across web, mobile, email and social media marketing to engage their audiences into 2016.

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Digital marketing for Charities 2016

  1. 1. 1 2015: A year of digital innovation for charities Exploring best practice, trends and potential for the year ahead for NfPs Conlan Consulting Inspirational direct and digital marketing
  2. 2. 2 Agenda ◎ Context – 2015 ◎ Themes: ◎ Simplicity ◎ Move to mobile ◎ Conversion ◎ Integration ◎ User focused content ◎ Innovation
  3. 3. 3 Client-side experience
  4. 4. 4 Consultancy
  5. 5. 5 2015 – Global context ◎ Crisis in Syria, Paris attacks ◎ Ebola and obesity epidemics ◎ Global warming ◎ In UK, increasing scrutiny on impact, financial management and fundraising techniques ◎ More grassroots campaigns ◎ Money raised in record time for high profile campaigns
  6. 6. 6 Digital trends ◎ Increasing importance of mobile and tablets ◎ Rise and rise of engagement ◎ Pursuit of simplicity For NfPs ◎ Emphasis of fundraising ◎ Grassroots activism and empowerment
  7. 7. 7 VOTE 1: 2015 for you
  8. 8. 8 1. Simplicity ◎ Strategic focus - less produces more: ◎ for charity and individual ◎ Decluttering of images, actions ◎ Aim for people to know or do just one thing
  9. 9. 9 Simplicity: Strong call to act now One message permeating this RSPB campaign – traditional and digital media; • Impact to charity and environment will be more complex: • a variety of actions from taking part in activity to learning more of charity potentially leading to long term engagement
  10. 10. 1 0 Simplicity: Hard- hitting email Greenpeace: • Short introductory text with an ATL immediacy • Sense of danger clearly demonstrated and call to action is very straightforward
  11. 11. 1 1 Simplicity: Website takeover
  12. 12. 1 2 2. Move to Mobile Source: Danyl Bosomworth, Smart Insights blog http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ Tipping point Mobile users outstrips desktop
  13. 13. 1 3 2. Mobile charity trends Source Third Sector Civil Society reviewed the top 100 UK fundraising charities' websites and found that one in three fail the Google mobile friendly test.
  14. 14. 1 4 Mobile: How responsive is your design? ● CRUk have pared down the calls to action ● Note strong contrasting colours ● Primary aim in pink - as standout ● User friendly text
  15. 15. 1 5 3. Conversion: Upfront donation ● Classical advertising approach ● Directing ‘you’ ● Unusual price format for NfP ● Page continues with children’s drawings – breaking linear format
  16. 16. 1 6 Conversion: Home Page emphasis Even more pared down call to action More rational – prominent ask and factual justification
  17. 17. 1 7 Conversion: Re-targeting How many journeys result in no immediate action? This double whammy of MPU and banner – gives impact to web exiters
  18. 18. 1 8 Conversion: print to digital Consider all touchpoints This was most persuasive Consider also benefits to individual
  19. 19. 1 9 Conversion: Donor abandonment You work so hard to attract and convert donors ● When they are so close to committing do you fight to keep them? ● My tests have not yielded any follow up via email to prompt for a donation or find out why the journey failed For retail sites, about 6 in 10 journeys result in an abandoned basket
  20. 20. 2 0 VOTE 2: donor abandon
  21. 21. 2 1 4. Integration: on and offline •Capitalise on ATL spend •Positive imagery – reducing bounce?
  22. 22. 2 2 Integration: email to web •Teasing approach from email to web •Story built and developed
  23. 23. 2 3 Integration: Web to social Web site: data capture and plug for social Twitter: Visual and hashtag enhancing share of voice and impact
  24. 24. 2 4 VOTE 3: integration
  25. 25. 2 5 5. User focused content: Aggregation ◎ ● Hard work behind the scenes delivers excellent search returns ● Powerful demonstration of cause ● Gives strong evidence to supporters of impact
  26. 26. 2 6 5. User focused content: Signposted emails ● Strong lead story ● Start with the positive ● Clear signposting of topics and calls to action ● Very scrollable content - mobile
  27. 27. 2 7 6. Innovation: Gamification ● Free game that has the potential to help impact on scientific research ● The more people play, the more valid the findings ● Playful way to engage with new audiences with potential to improve or even save lives
  28. 28. 2 8 Innovation: Proven engagement Dynamic updating: supported by impressive integration From people affected by cancer to research and fundraising
  29. 29. 2 9 Innovation: Extending the reach Thunderclap: •Aggregating social media •The power of the collective voice •Raising issues •Impact – increased profile contributed to political debate
  30. 30. 3 0 2016: What can we expect? ◎Mobile and tablet optimisation ◎Boosting conversion ◎Increasing integration ◎Big data Particularly for NfP ◎Galvanising goodwill - social media impact ◎Service users - understanding needs, delivering content, connecting via communities
  31. 31. 3 1 VOTE 4: 2016 for you
  32. 32. 3 2 Summary – questions please! linkedin/lucyconlan ◎ Recommended Smart Insights resources: ◎ Soon to be released updated Website Guide for NfPs. ◎ Email to follow and the Social media guide in the new year.

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