Digital engagement - acquisition and retention


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  • Recruitment – of handraisers and new donors. Our recruitment activity will include traditional digital channels like search, banner advertising, affiliate marketing, and social networks. But it will also encompass new digital engagement channels which are fast becoming mainstream, like the mobile internet, as well new digital approaches / technologies which emerge as we progress. Development – of current and newly recruited supporters. This will involve the design, delivery, and management of new supporter journeys through which we can provide an integrated, multi-channel (online and offline), multi-product (donation and campaigning) supporter development programme. Brand – providing the opportunity not only to significantly increase Save the Children's brand presence and therefore contribute to our brand experience, but also to enhance brand understanding and thereby brand consideration amongst existing and new supporter audiences. Cost efficiency – resulting from the opportunity to replace more costly traditional communications and response activities with digital communications and online response, as and when appropriate within an integrated, multi-channel supporter programme Innovation – to attract new audiences and increase visibility of our brand amongst the UK public
  • Paypal gogle checkout
  • Consolidated cross-organisational communications Higher online conversion rates from digital marketing Investment (people, digital technology and marketing) The Chief Technology Officer of the Obama Campaign, Michael Slaby: “You need more new media people than you think you do and they are worth more than you think they are”. 2-stage growth, correlates to growth in online figures Invest in mobile 45% of all online income came via PayPal Of that 17% from mobile site
  • Digital engagement - acquisition and retention

    1. 1. Digital engagement <ul><li>Fundraising and campaigning: Online acquisition and retention </li></ul><ul><li>Branislava Milosevic, Head of Digital </li></ul><ul><li>Save the Children </li></ul>
    2. 2. <ul><li>Background </li></ul><ul><ul><li>purpose of digital </li></ul></ul><ul><ul><li>how we plan </li></ul></ul><ul><ul><li>how we measure success </li></ul></ul><ul><li>Story of this year’s activity in the </li></ul><ul><li>context of No Child Born to Die </li></ul><ul><li>Recommendations </li></ul>Overview
    3. 3. What do you think is digital engagement? How digital communications support/could support your organisation's objectives? Group work
    4. 4. Purpose of digital communications <ul><li>Digital communications contribute towards </li></ul><ul><li>achieving organisation’s ambition in five main </li></ul><ul><li>areas: </li></ul><ul><li>Recruitment </li></ul><ul><li>Development </li></ul><ul><li>Brand development </li></ul><ul><li>Cost efficiency </li></ul><ul><li>Innovation </li></ul>
    5. 5. Baseline: Digital KPIs 2010 and planning
    6. 6. Digital KPIs 2010 <ul><li>% of overall income that comes through online (from all different marketing prompts- e.g. DM, press advertising to DRTV) </li></ul><ul><li>up from 3% in 2009 to 6% in 2010 .   </li></ul><ul><li>Visits to the website increased by 20% from 2009 </li></ul><ul><li>Emails brought three times more traffic to our website in 2010. </li></ul><ul><li>  </li></ul><ul><li>Donations amount coming through </li></ul><ul><li>online channels has more than doubled </li></ul><ul><li>Emergency income was up almost 4.5 times . </li></ul><ul><li>  </li></ul><ul><li>Regular giving set up through the website has </li></ul><ul><li>increased almost 4 times both in terms of </li></ul><ul><li>income and number of donors. </li></ul><ul><li>  </li></ul>
    7. 7. <ul><li>Discuss with person next to you </li></ul><ul><li>Do you know what percentage of new contacts and donations come through digital channels?  </li></ul><ul><li>If yes, are you happy with results, if no, what's stopping you? </li></ul><ul><li>How important is it to know this? </li></ul>Group work - evaluation
    8. 8. Digital planning
    9. 9. Planning digital communications
    10. 10. Framework for integrated digital planning
    11. 16. No Child Born to Die launch review <ul><li>Half of all campaign actions (petition sign-ups) were new </li></ul><ul><li>70% of donors new – advertising (e.g. youtube). </li></ul><ul><li>Unsurprisingly, quality traffic comes from </li></ul><ul><li>supporter communications </li></ul><ul><li>Facebook one of our top referrals </li></ul><ul><li>Twitter brought over 14,000 views of the 0-5 film. </li></ul>
    12. 17. Vaccines campaign <ul><li>June 13 – GAVI summit </li></ul>
    13. 18. <ul><li>#passiton </li></ul><ul><li>Reached over 20 million people </li></ul><ul><li>Total mentions/tweets: 10,000+ </li></ul><ul><li>Total re-tweets: 5,000+ </li></ul><ul><li>Unique mentions (by one profile): 2,500+ </li></ul><ul><li>Blogs 130+ </li></ul><ul><li>Petition signatures: 47,444 </li></ul><ul><li>GAVI vaccines fund $4.3 billion, $600m over target </li></ul>
    14. 20. <ul><li>Campaign focus on </li></ul><ul><li>child potential </li></ul><ul><li>Children teaching celebrities </li></ul><ul><li>a skill they were born to do </li></ul><ul><li>6-week programme on ITV </li></ul><ul><li>- programmes 1 to 5 – </li></ul><ul><li>one donation ask </li></ul><ul><li>- programme 6 – fundraiser – </li></ul><ul><li>5 donation asks </li></ul>
    15. 26. <ul><li>Reach 1.3 - 2.3 million over 6 weeks </li></ul><ul><li>Mentions vary from 600 to 1,675 </li></ul><ul><li>368 re-tweets in most popular week 1 </li></ul><ul><li>Sentiment mostly positive </li></ul><ul><li>Negative sentiment mostly from the use of word ‘poverty’ and ‘dying’ </li></ul>Social media: #borntoshine
    16. 27. Supporter journeys Planning by response channel <ul><li>Phone </li></ul><ul><li>Text to donate £5 and £10 </li></ul><ul><li>Mobile (Gift Aid) </li></ul><ul><li>Online – ITV </li></ul><ul><li>Online – our microsite </li></ul>
    17. 29. Top tips for effective supporter journeys online <ul><li>Simplify the journey people need to </li></ul><ul><li>take to complete the desired action </li></ul><ul><li>Make the journey intuitive, </li></ul><ul><li>don’t make people think </li></ul><ul><li>Simplify design </li></ul><ul><li>Reduce clicks leading to </li></ul><ul><li>essential information/action </li></ul>
    18. 30. Impact on business as usual
    19. 33. Donate page results <ul><li>The 3 box version saw an increase of 10% </li></ul><ul><li>in total gift amount compared to the the original donate page. </li></ul><ul><li>Conversion rates improved from the original </li></ul><ul><li>in both revisions </li></ul><ul><li>The number of Regular Gifts increased by an average </li></ul><ul><li>of 29% </li></ul><ul><li>The volume of Standard Cash was up 25% </li></ul>
    20. 34. Group work YOUR WEBSITE What you think works well, what doesn't work that well? - Journeys - Landing pages - Email
    21. 35. Our email activity <ul><li>Our contactable email database grew from 50,000 at the end of 2009 to about 200,000 by the end of 2010 </li></ul><ul><li>Emails are bringing in 10% - 25 % of online income </li></ul>
    22. 36. Online display East Africa appeal Acquisition banners banners
    23. 37. Result: Digital KPIs 2011
    24. 38. Digital KPIs 2011 <ul><li>Unique visits, surpassed 2010 total with over </li></ul><ul><li>1 million unique visits </li></ul><ul><li>Cash Gift donations are up 51% on 2010 </li></ul><ul><li>Cash Gift total value is up 36% on 2010 </li></ul><ul><li>Emergency online donations are up 55% this year on 2010 </li></ul><ul><li>  2/3 in July (East Africa) </li></ul><ul><li>Twitter: Up 118% on followers (~13k) </li></ul><ul><li>Facebook: Up 378% on likes(~68k) </li></ul><ul><li>Youtube: Already as many subscriptions </li></ul><ul><ul><li>Channel views are up 69% on last year </li></ul></ul><ul><ul><li>28k referrals to our sites </li></ul></ul>
    25. 39. Recommendations <ul><li>Consolidated cross-organisational </li></ul><ul><li>communications </li></ul><ul><li>Higher online conversion rates </li></ul><ul><li>from digital marketing </li></ul><ul><li>Investment (people, digital technology </li></ul><ul><li>and marketing) </li></ul><ul><li>Use PayPal and develop for mobile </li></ul><ul><li>Mobile friendly site, Gift Aid </li></ul><ul><li>45% of all online income came via PayPal </li></ul><ul><li>Of that 17% from mobile site </li></ul><ul><li>65% conversion rates from PayPal landing page </li></ul>
    26. 40. Questions? <ul><li>[email_address] </li></ul><ul><li>@bubana </li></ul>