Things you’ll need for success…By Amy McGeever


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Amy McGeever's presentation from Ten! Tips on how to make a digital fundraising campaign a succes using a case study from the NSPCC's Letter from Santa campaign.

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Things you’ll need for success…By Amy McGeever

  1. 1. Things you’ll need for success… Amy McGeever [email_address] @amyatmesh
  2. 2. #1 …A great idea <ul><li>compelling </li></ul><ul><li>simple, timely </li></ul><ul><li>aligned w brand </li></ul>
  3. 3. Don’t get distracted by technology <ul><li>Above all else, consider your fundraising proposition – whether it be an event, a product or a request for a cash/regular gift </li></ul><ul><ul><ul><li>- Is it compelling? </li></ul></ul></ul><ul><ul><ul><li>- Easy to ‘get’ and easy to do? </li></ul></ul></ul><ul><ul><ul><li>- Is it relevant to your charity’s brand? </li></ul></ul></ul><ul><li>Think about how digital can be used to enhance your overall campaign strategy for fundraising, marketing, engagement </li></ul><ul><li>Now look to the mechanics of the digital tools and marketing techniques that can support your idea and promotional strategy </li></ul>
  4. 4. An example of a great idea: NSPCC’s Letter from Santa campaign* <ul><li>The product </li></ul><ul><ul><li>Personalised letters from Santa </li></ul></ul><ul><ul><li>Suggested donation £5/letter </li></ul></ul><ul><ul><li>Order online or by post, tel </li></ul></ul><ul><li>Target audience </li></ul><ul><ul><li>Parents & grandparents (72% of senders in 2008) </li></ul></ul><ul><ul><li>Majority of senders are female </li></ul></ul><ul><li>Campaign period </li></ul><ul><ul><li>11 weeks (1 Oct – 16 Dec) </li></ul></ul>Watch the television advert on YouTube *NOTE: Campaign details shared here are with the express permission of the NSPCC
  5. 5. Additional background <ul><li>Letter from Santa has run for several years and was originally a ChildLine fundraiser (ChildLine is now part of the NSPCC) </li></ul><ul><li>In the past few years there has been tremendous growth in online orders [see graph on next slide] </li></ul><ul><ul><li>The proportion of orders placed online has grown massively, from one-third to over half </li></ul></ul><ul><ul><li>This is excellent as online marketing is highly trackable and transaction costs are very low </li></ul></ul><ul><li>The programme overall is also experiencing great growth </li></ul><ul><ul><li>In the past year alone it’s grown by nearly 30% in terms of income </li></ul></ul><ul><ul><li>but online income has seen the by far the biggest growth with a 55% increase </li></ul></ul><ul><li>My involvement: I worked at the NSPCC over a 2-year period and was involved with the 2007 campaign and ran the 2008 online campaign </li></ul>
  6. 6. Growth in online orders, 2007-2009 <ul><li>Proportion </li></ul><ul><li>of all letter orders </li></ul><ul><li>(33%) </li></ul><ul><li>(44%) </li></ul><ul><li>(53%) </li></ul>
  7. 7. <ul><li>#2 …All the help you </li></ul><ul><li>can get! </li></ul><ul><li>Don’t go it alone </li></ul><ul><li>Invest in campaigns that will be marketed across your org & via all media </li></ul>
  8. 8. All the help you can get… <ul><li>In the case of the Letter from Santa campaign, it was run by the Events team and supported by </li></ul><ul><ul><li>Efundraising (email, online advertising) </li></ul></ul><ul><ul><li>Direct Marketing (post and, in 2009, TV) </li></ul></ul><ul><ul><li>Corporate (promotion by large & small corp supporters) </li></ul></ul><ul><ul><li>Local Fundraising groups across the UK (incl brochures) </li></ul></ul><ul><li>But what if I’m a smaller charity with fewer resources? </li></ul><ul><ul><li>Time your campaign to coincide w your major communication/awareness campaigns in order to maximise exposure </li></ul></ul><ul><ul><li>Consider running fewer campaigns per year in order to invest more in each </li></ul></ul>
  9. 9. <ul><li>#3 …A targeted online </li></ul><ul><li>marketing campaign </li></ul><ul><li>solid creative, placement </li></ul><ul><li>proper tracking </li></ul><ul><li>adjust plan as needed </li></ul>Photo credit: Hitchster
  10. 10. Targeted promotions <ul><li>Know your audience </li></ul><ul><li>Make sure you are able to review online marketing performance whilst your campaign is in progress </li></ul><ul><li>Be prepared to make changes to your campaign on the fly </li></ul>
  11. 11. Letter from Santa digital marketing results 2009 <ul><li>Warm emails </li></ul><ul><ul><li>highest conversion rate </li></ul></ul><ul><li>Affiliates </li></ul><ul><ul><li>highest generator of orders & 2nd biggest traffic driver </li></ul></ul><ul><ul><li>campaign began early (Sept) </li></ul></ul><ul><ul><li>set up a tiered commission structure as extra incentive </li></ul></ul><ul><li>Pay per click (PPC) </li></ul><ul><ul><li>added extra budget as paid account worked much better than Google Grant </li></ul></ul><ul><ul><li>had campaigns live on Google, Yahoo and Bing </li></ul></ul><ul><ul><li>combined efforts in PPC and SEO </li></ul></ul><ul><li>Banners </li></ul><ul><ul><li>lowest conversion rate </li></ul></ul>
  12. 12. Letter from Santa banner creative 2009 GM.TV Lifestyle Advertorial – value placement AOL Homepage rotator – value ad NOTE: Compared w other NSPCC banner adverts, the LFS campaign has a much lower average gift. However the volume is very high & it is a good lead generator for regular donors.
  13. 13. Letter from Santa digital marketing results 2008 <ul><li>Provided learnings for 2009 </li></ul><ul><ul><li>2007 campaign had not been tracked properly </li></ul></ul><ul><li>Warm emails </li></ul><ul><ul><li>not included here </li></ul></ul><ul><li>Banners & paid email test </li></ul><ul><ul><li>represented a larger piece of the pie (but much smaller pie!) </li></ul></ul><ul><li>Affiliates </li></ul><ul><ul><li>sales not as strong </li></ul></ul>NOTE: The 2008 campaign was tracked differently than the 2009 campaign so it’s a bit ‘apples and oranges’ in terms of benchmarking
  14. 14. <ul><li># 4 …Ad spend </li></ul><ul><li>pool your marketing budgets to boost the digital spend </li></ul><ul><li>Letter from Santa: 2009 spend more than 2x that of 2008 </li></ul>Photo credit: Alan Cleaver
  15. 15. Investing in your digital campaign <ul><li>In the case of the Letter from Santa campaign </li></ul><ul><ul><li>Learning from 2008 digital campaign enabled teams to allocate more of their marketing budget to digital </li></ul></ul><ul><ul><li>The Events and Efundraising teams pooled resources </li></ul></ul><ul><ul><li>Also the DM team invested in TV advertising, which will no doubt have given an additional boost to the online numbers </li></ul></ul><ul><li>That’s nice, Amy, but my charity has little or no money to spend. What do I do? </li></ul><ul><ul><li>Exploit free advertising opportunities such as a Google Grant or donated media from your corporate supporters </li></ul></ul><ul><ul><li>Invest time in grassroots, word of mouth promotions using social media platforms (facebook, twitter) </li></ul></ul>
  16. 16. <ul><li># 5 …A great team </li></ul><ul><li>it’s all about the people </li></ul><ul><li>specialist staff & agencies are key to managing online marketing techniques: banner, affiliate, ppc, email </li></ul>
  17. 17. Staffing/resourcing your digital campaign <ul><li>Specialist staff are essential for </li></ul><ul><ul><li>Developing good marketing briefs </li></ul></ul><ul><ul><li>Working with agencies, negotiating deals </li></ul></ul><ul><ul><li>Monitoring campaigns as they go </li></ul></ul><ul><li>Agencies </li></ul><ul><ul><li>Some agencies offer a number of services but often they can only do a couple things well. It pays to have a group of specialist agencies that you can work with so you don’t short-change yourself with any of the different online marketing techniques </li></ul></ul><ul><li>But what if my digital team is a guy named Steve? </li></ul><ul><ul><li>Consider putting together a volunteer board made up of digital experts who can offer pro bono services </li></ul></ul><ul><ul><li>Ask to be ‘adopted’ by a digital agency looking to add a charity to its client roster </li></ul></ul>
  18. 18. Thank you Amy McGeever [email_address] @amyatmesh