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Charity event slideshare version final pdf

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6th July Charity Forum
- Talking all things charity innovation, digital

Published in: Marketing
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Charity event slideshare version final pdf

  1. 1. @equimedia Charity Forum
  2. 2. Today’s speakers … Jamie Walker Client Services Director equimedia Tiffany Stubbs Group Account Director equimedia Jonathan Moore Head of SEO equimedia J Cromack CEO Wood for Trees Marc Ryan Regional Account Director Global Media Rob Mansfield Digital Strategy Expert Age UK
  3. 3. Advertising investment trends in Charity sector
  4. 4. Overall spend is falling year on year Source: Nielsen data, 2017
  5. 5. Charities are continuing to invest heavily in to Direct Mail Source: Nielsen data, 2017
  6. 6. Innovation is opening up traditional media channels
  7. 7. We’re continuing to see growth in key online channels Source: equimedia internal data, 2017
  8. 8. Google benchmark data can help when reviewing results Top Medium Long Tail Clicks 335,000 51,500 10,500 Click Through Rate 18.9% 6.9% 4.7% Cost $119,000 $68,400 $14,300 Cost per Click $0.35 $1.33 $1.36 Impressions 1,775,000 725,000 225,000 Source: Google internal data, 2017
  9. 9. Missed opportunity with mini accounts
  10. 10. Mini Accounts can play a tactical role Source: Google, 2017
  11. 11. Social Media is more important than ever Source: https://techcrunch.com/2017/06/27/facebook-2-billion-users/
  12. 12. Unsurprisingly, Paid Social spend is rising rapidly Source: equimedia internal data, 2017
  13. 13. Clients, like users, are active across multiple platforms
  14. 14. Combine media channels and targeting techniques to reach potential supporters Time PricePlace
  15. 15. Total advertising spend appears to be falling YoY Despite this, investment in traditional media remains a large portion of the spend Conversion-focused online channels like PPC form the basis of online strategies – due to Google funding As a result of changing consumer behaviour, budgets are shifting towards Paid Social Successful campaigns blend owned, earned and paid activity to reach the target audience and convert them
  16. 16. Thank You @jamiew007
  17. 17. Segment to discover the known unknowns
  18. 18. A KPI is worthless unless it is segmented Unlock the door with segmentation
  19. 19. Basic charity audience Supporters Service Users Volunteers
  20. 20. Think triggers Source: https://goo.gl/RwV19P
  21. 21. Tool: Answer the public http://answerthepublic.com/
  22. 22. SERP layout and features
  23. 23. How many features did you spot?
  24. 24. There’s a shift from keywords to people Keywords People
  25. 25. Service users example Reaching Condition Condition at Risk Condition Concern Condition Realised Kidney disease Kidney disease prevention Kidney disease symptoms Kidney disease treatment Stage Example search query
  26. 26. Classify users with custom dimensions Shoppers Donors Service Users Researchers Further reading: https://goo.gl/zNGLjm
  27. 27. Track custom campaigns using tracking parameters
  28. 28. utm_source=Communicator utm_medium=Email utm_header_link utm_campaign=RideLondon Example Parameters Further reading: https://goo.gl/B06mAs
  29. 29. How this could scale www.charity.com/campagnName www.charity.com/landingpage?utm_medium=print 301 Redirect
  30. 30. Custom channel groupings Further reading: https://goo.gl/z4Xba7
  31. 31. PPC Brand/Generic Account name ▪ Grant/mini Social Paid/Earned Ideas for custom channels
  32. 32. Segment non bounce users Further reading: https://goo.gl/1H2Fma
  33. 33. Content groupings for clarity CG1 – Site Section CG2 – Sub Folder Further reading: https://goo.gl/K6IrA7
  34. 34. Charity example 18K 82K 45K 0K 10K 20K 30K 40K 50K 60K 70K 80K 90K Jun-17 Information Awareness Commercial Aggregate pages into easy to understand clusters
  35. 35. Use events for micro conversions ✓ ✓ ✓ ✓ Micro goals Macro goals Funnel PDF Downloads Scroll Tracking Social Media Shares Donations Further reading: https://goo.gl/jfRrBi
  36. 36. 1. Category – NavClicks 2. Label – {Anchor Text Destination} 3. Action - Click Use events to discover intentions Event syntax Further reading: https://goo.gl/dEc44
  37. 37. Device category as secondary dimension Further reading: https://goo.gl/7b9xsX
  38. 38. Device Category Default Channel Grouping Source/medium Content Grouping Landing Page Country Useful secondary dimensions
  39. 39. Visualise success with Data Studio Further reading: https://goo.gl/rz2tCF
  40. 40. Channel groupings  Segment channels Content groupings  Segment website Custom dimensions  Segment users  Events  Measure micro conversions Tying it all together
  41. 41. Creating new time for advertisers -36M Owned Audio +44M Accessed Audio Source: MIDAS Spring 2015 - 2016 Time Spent Listening Hours (weekly) Ownership to Access
  42. 42. Digital audio is listened to by people of all ages 21.9m streaming digital audio Source: MIDAS Survey Summer 2016 25% 15-24 25-34 22% 35-54 35% 55+ 18%
  43. 43. How people are listening
  44. 44. Digital Audio Not all brands carry commercial messages RADIO STREAMING MUSIC STREAMING PODCASTING
  45. 45. AUDIENCE That’s why we created DAX FORMATS AD SERVING REPORTING OPTIMISATION TARGETING SCALE
  46. 46. Identify Target Demographic
  47. 47. Bringing the strengths of audio to digital AUDIO EMOTIVE RESPONSE BRAND BUILDING MULTITASKER BEST FRIEND LOW AD AVOIDANCE COST EFFICIENT REACH CONNECTED TO INTERNET RIGHT TIME RIGHT PLACE RIGHT AUDIENCE REPORTINGDIGITAL
  48. 48. Regional Targeting Options STANDARD GEO TARGETED AREAS INFERRED AGE DEMOGRAPHICS 18-24, 25-40, 40+ TOPLINE KRUX AUDIENCE GROUPS TIME & DAY GENRE WEATHER BASED DYNAMIC AUDIO RETARGETING DEVICE LOOKALIKE AUDIENCES (BOOST)
  49. 49. KRUX Audience Groups (National Scale) DEMOGRAPHICS MALE FEMALE AB ABC1 C2DE 18-24 25-34 34-44 45-54 55-64 65+ PERSONAL FINANCE SWITCHER/DEAL SEEKER COUPON HUNTER HH BUDGET CONTROLLER RECENT HOUSE MOVER LOAN SEEKER PROPERTY SEEKER MORTGAGE SEEKER LANDLORDS LIFESTAGE HHWC STUDENT MARRIED SINGLE CAREER CLIMBER MUM HOME OWNER ENTERTAINMENT MUSIC LOVER MOVIE LOVER HOME ENTERTAINMENT FAN CULTURE VULTURE LIVE EVENTS/TICKET SEEKER GAMING ENTHUSIAST CELEBRITY FOLLOWER TRAVEL TRAVEL ENTHUSIAST TRAVEL INTENDER WINTER SPORTS LOVER BUDGET HOLIDAY SEEKER BUSINESS TRAVELLER DOMESTIC HOLIDAY SEEKER CRUISER SUN SEEKER CITY BREAKER 5* TRAVELLER LIFESTYLE FASHIONISTA HEALTH/FITNESS ENTHUSIAST FAST FOOD LOVER ORGANIC/ETHICAL SHOPPER HEALTHY EATER BUDGET SHOPPER CONVENIENCE SHOPPER GARDENING ENTHUSIAST DIY ENTHUSIAST AUTOS NEW CAR SEEKER FAMILY CAR SEEKER LUXURY CAR SEEKER HYBRID CAR SEEKER COMMUTER TECH EARLY ADOPTER ELECTRONICS INTENDER PERSONAL TECH ENTHUSIAST CAPITAL VISITOR CAPITAL XTRA VISITOR CLASSIC VISITOR GOLD VISITOR HEART VISITOR LBC VISITOR SMOOTH VISITOR XFM VISITOR WEBSITE OVERLAPS SUPERMARKETS ISP PROVIDER TV PROVIDER MOBILE PROVIDER MOBILE DEVICE BRAND OVERLAPS
  50. 50. Europe & Beyond You can reach Europe and beyond and we can handle all translations
  51. 51. Summary Reach new audiences Target Activity Be Creative Measure Engagement
  52. 52. 5 questions worth asking your agency partner
  53. 53. Strive for ongoing collaboration Plateau Settling Termination External Stressors Internal Stressors Honeymoon Courtship 3.2 years
  54. 54. Can I meet the team that will be working on my account?
  55. 55. Lack of skills is the biggest barrier to getting the most from Digital Source: Charity Digital Skills report
  56. 56. What attribution model are we working to?
  57. 57. Almost 1/3 of charities say their analytics skills are low or very low Source: Charity Digital Skills report
  58. 58. Do I really need to pay you to manage my paid social?
  59. 59. On average, Paid Social investment has risen by over 50% YoY 54% YoY
  60. 60. Are we making the most of our free money from Google?
  61. 61. STANDARDGRANT GRANTSPRO GRANTSPRO GRANTSPRO GRANTSPRO Charity clients are missing out on up to 50% of the available Grant spend Client A Client B Client C
  62. 62. How are you keeping on top of new trends and opportunities?
  63. 63. The majority of charities expect lots of change over the next decade Source: Charity Digital Skills report
  64. 64. Meet with your account team as early as possible to check chemistry Agree attribution model from the outset Clearly define roles and responsibilities when considering Paid Social activity Constantly review the impact of your ‘free’ Google money Make time to look up, consider and discuss innovations and opportunities with your agency
  65. 65. Thank You @tiffstubbs
  66. 66. Getting Data Protection Right -Putting the Citizen at the heart of your GDPR strategy J Cromack, CEO Wood for Trees & Co-founder MyLife Digital 6th July 2017
  67. 67. A little bit about us… • Parent company, formed in 2015 • Mission: To empower individuals & organisations to realise the meaning, value & power of their consented data • Rethinking personal data & informed insight from informed consent • BGF growth investment in 2016 • Developed & operates the Consentric Trust platform • First Consentric contracts won 2016 • Group Sales & Marketing, Technology, ISMS & Finance functions • Preferred Partner of UKCloud • Awarded G-Cloud 9 Status • 35 staff with HQ in Bath, UK • Acquired in 2016 by MyLife Digital • Domain expertise in sport performance analytics & services • Contracts in elite, international & professional sport with NGBs, clubs & broadcasters • Established business & reputation in the sector, with positive growth • 30 staff • HQ in Bath, UK • Acquired in 2015 by MyLife Digital • Domain expertise in charity fundraising & marketing analytics & services • Serving over 70 charity clients, including 25 of the UK top 50 • Established business & reputation in the sector, with positive growth • 30 staff • HQ in Bath, UK • Policy driven data exchange platform, rebalancing the control of personal data between the citizen and the organisation • Cloud-based permission management platform • Supports GDPR compliance for processing of personal data including; delete, amend, subject access requests and right to erasure • Population-scale & best practice ISMS • Supports the clients of the analytics practices
  68. 68. GDPR is not just a fundraising issue…
  69. 69. Charity Data LandscapeData Capture Sources: 1st Party: 212 (Off-line & On-line forms) 3rd Party: 11(incl. processors of forms, F2F Agency, Just Giving etc) Fundraising CRM Fundraising Archive Volunteers Retail Operations 1: Service User Digital Employees Databases: 7 Databases providing data for processing purposes across the Charity organisation
  70. 70. We empower individuals & organisations to realise the meaning, value & power of their consented data Meaning = informed insight from informed consent Value = benefit, money, value exchange, for individuals and organisations Power = opportunity to inspire and drive change, both social and organisational MyLife Digital: What we do
  71. 71. We have been preparing for citizen empowered consent since January 2015 We are driven by TRUST delivering the opportunity for GROWTH We have developed our Consentric Platform to enable organisations to re-balance the control of personal data We partner with UKCloud – the UK’s fastest growing cloud services platform dedicated to Government and NFP organisations. Number 1 in 2016 Sunday Times Tech Track 100 MyLife Digital: Who we are
  72. 72. DAVOS 2014: Made the case for change Focused on disclosure and often overwhelming individuals with details. Transparency Oriented towards the front-end of the value chain with risks and responsibility residing with the individual. Accountability Focused on information dmaintaining ifferentials among a concentrated set of actors. Empowerment Focused on engagement and response. Providing individuals with insight and meaningful control. Oriented throughout the value chain (front-end to back-end) with risks being equitably distributed. Distributed with shared incentives for empowering individuals and distributing value closer to the source of data production (the individual). CURRENT APPROACH NEW PERSPECTIVE
  73. 73. The "right to be forgotten" has a small but consistently positive impact on the willingness to share, increasing it by 10% to 18%. The most important takeaway from this study’s research is this: Consumers want to share their data – if the benefits and the privacy controls are right. Boston Consulting Group The Value of Our Digital Transparency
  74. 74. Citizen-centric Article 5: 6 Principles relating to personal data processing
  75. 75. Citizen-centric Recital 39: any information and communication relating to the processing of those personal data be easily accessible and easy to understand, and that clear and plain language be used Article 6: Lawfulness of Processing Article 7: Conditions for Consent Article 15-22: Facilitating the rights of data subjects to be exercised Article 30: Records of processing activities
  76. 76. Citizen-centric Recital 39: The personal data should be adequate, relevant and limited to what is necessary for the purposes for which they are processed Recital 60: Where the personal data are collected from the data subject, the data subject should also be informed whether he or she is obliged to provide the personal data and of the consequences, where he or she does not provide such data
  77. 77. Citizen-centric Article 22: Automated individual decision-making, including profiling Can be completed if: 2a) is necessary for entering into, or performance of, a contract between the data subject and a data controller; 2c) is based on the data subject's explicit consent.
  78. 78. An opportunity for fundraising 1. Growth through Trust 2. Data foundation - joining up ‘Citizen’ touchpoints 3. ‘Consented data’ a success indicator for fundraising
  79. 79. A Strong Data Foundation: Single Citizen View Profile Transaction History Engagement History Sentiment External Data Sources Enhancement Data Operational Systems Social Media Campaign Data Digital & Mobile Permission & Preference Management Data Aggregation Data Hygiene Unique IDs Identify data sources Compliance & data quality Single Citizen View
  80. 80. © equimedia [you (the Controller)] shall be responsible for and be able to demonstrate compliance with the principles [Art. 5(2)]
  81. 81. Wide in, narrow out
  82. 82. Data Processing Impact Assessments 1. What data has been collected? 2. Who is using/has access to the data? 3. When was the permission (if required) granted (time stamp)? 4. Where was the data captured (source) and is it stored? 5. Why is the data being collected (its purpose)? • 6(1)(a) – Consent of the data subject • 6(1)(b) – The performance of a contract • 6(1)(c) – Compliance with a legal obligation • 6(1)(d) – To protect the vital interests of a data subject or another person • 6(1)(e) – Performance of a task carried out in the public interest or in the exercise of official authority vested in the controller • Plus… ‘5W’ GDPR framework 6 lawful reasons for processing the data. Article 6(1)
  83. 83. 6(1)(f) Necessary for the purposes of legitimate interests pursued by the controller or a third party, except where such interests are overridden by the interests, rights or freedoms of the data subject. […taking into consideration the reasonable expectation of the data subject based on their relationship with the controller.] The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest. [Recital 47] This basis should not apply to the processing by public authorities in the performance of their tasks. Article 6(1)(f) & Recital 47 – provides hope!
  84. 84. Our view on Legitimate Interest
  85. 85. A way forward in terms of opt-in / opt-out • Fundraising Regulator would like an opt-in approach • DMA have confirmed that it is possible to maintain an opt-out approach (for Direct Mail only) • However, this to work within the confines of Legitimate Interest
  86. 86. Why should you bother? • Charities need to ensure there is an evidenced based approach to Legitimate Interest • Data policies can then be defined and written in line with insight • By defining user groups under Legitimate Interest cohorts – it also gives the fundamental insights as to which target audience needs to be the focus of any ‘consent / reactivation’ communications.
  87. 87. Considerations for building a Legitimate Interest case Reactivation Tenure Channel / Value Reactivation volume over time Understand how long supporters have historically been financial supporters Distinction for products / giving methods
  88. 88. By identifying audience groups into areas of Legitimate Interest we can: Those supporters that have ‘transacted’ with the Charity within a predetermined time period that is justifiable e.g. 3 yrs. So, Legitimate interest to send DM 1. 2. Those supporter cohorts that can be identified as reactivated over a period of time e.g. 5-9 years. Supporters that have engaged although no consent or legitimate interest case can be identified. Clear need to convert before May ‘18 Supporters on the database with no ongoing relationship with the charity. No communications. Remove? 3. 4. • Evidence for Legitimate Interest • Importantly, identifies the right audience to focus on and develop a communications strategy
  89. 89. Email SMS Probably phone in the future, so get opt-in now + Mail, if a legitimate interest case cannot be built + The data subject needs to be given the right to object to processing their personal data Channel consent required under PECR/GDPR for
  90. 90. Awareness & Training – Board sponsor, Programme Manager, Stakeholders, Systems Users Identify data sources and stores across the organisation Audit against the 5W framework and lawful basis for processing personal data, including a full review of consent statements versus purpose for capturing and using personal data Build your case for legitimate interests, data retention policy etc. Document all decisions, policy and process and audit Create unique IDs across all systems Understand how you capture and manage on-going permissions Build your communication strategy High-level action plan
  91. 91. Consentric Platform Supports GDPR compliance of data processing of PII
  92. 92. Consentric Permission Management Centre
  93. 93. Consentric Engage
  94. 94. Consentric Organisation Portal
  95. 95. Consent Receipt
  96. 96. Admin Panel
  97. 97. Consentric Value Informed insight from informed consent
  98. 98. J CROMACK CEO, Wood for Trees T +44 (0) 1225 636 280 (Ext. 336) M +44 (0) 7770 781 193 E getj@woodfortrees.net W woodfortrees.net CITIZEN HOUSE | CRESCENT OFFICE PARK | CLARKS WAY | RUSH HILL BATH | BA2 2AF Thank You!

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