Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to plan for effective growth

424 views

Published on

  • Be the first to comment

  • Be the first to like this

How to plan for effective growth

  1. 1. Tips of how to plan foreffective growthIan Welch©2012 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited. Experian Public.
  2. 2. Overview  Living standards in the UK have been hit since the onset of recession in 2008 by higher unemployment, higher taxes, and failure of wages to keep pace with the cost of living  The impact is that households are having to make more informed choices on how they spend their disposable income  Yet the need for charitable income increases every year ► Increased economic hardship ► Impact of environmental change  Media fragmentation ► Plethora of cheaper & data rich digital channels  Increase pressure to justify investments in fundraising© 2012 Experian Limited. All rights reserved. 2
  3. 3. 1. Preparation is vital for success  Understand where you are & how you engage with your supporter base?  Be clear on your fundraising objectives in the medium and long term  Plot the touch points of supporter interaction – when and how do you talk to people?  Understand how & what data is captured from each touch point?  Is the data you hold on supporters in a single source  How accurate is that single source?© 2012 Experian Limited. All rights reserved. 3
  4. 4. 2. Get to know your onions  An accurate view of the supporter data will help you identify where the gaps are  What you should know ► Where they live and their contact information ► How much and when did they donate or volunteer ► What type of donation was it – such as an event or regular gift ► What payment method was used ► What channels do they use ► How often they are contacted© 2012 Experian Limited. All rights reserved. 4
  5. 5. 3. Identify what needs improving  What data can be captured from all supporter touch points?  What cleansing processes are required to keep it accurate?  What don’t you have? ► Enhance supporter contact data such as appending e-mails or telephone numbers  Enhance transactional data to get a more accurate view of supporters lifestyle & interests  Set KPI’s that measure the accuracy and performance of a critical data© 2012 Experian Limited. All rights reserved. 5
  6. 6. 4. The value of a richer picture FundraisingValue Gap Retention Acquisition Gap Gap + Recruit Donor Lapse Donation Management - External insight data Clients internal data © 2012 Experian Limited. All rights reserved. 6
  7. 7. 5. Insight before planning  With confidence in data the next stage is to invest in accessing quality analytical resource  Prioritise this resource to focus on to answering the following key questions ► Where is the value in your supporter base? ► Where there is potential to increase fundraising activity? ► Where donor behaviour has changed and what triggered this? ► Whether different fundraising products attract different types of supporters? ► Which channels are attract supporters most effectively?  Avoid the trap of analysing just campaign performance© 2012 Experian Limited. All rights reserved. 7
  8. 8. 6. Use online insight to inform your activities • What specific fundraiser events do to these audiences search for? • How many visitors also engage with other charities? • What type of messaging and keywords appeal to them? • What is the size of the overlap opportunity? • When is the right time to push messaging to new audienecs? • What sections of other charity websites do they visit? • What are the high converting keywords by audience? • When are your core audiences most vulnerable to visit • What charity brands are they looking for? other fundraising websites? Search data Website data Fundraisings segments Demographics Online behaviour• Which audience will most likely adopt other your fundraising messages? • What do they do and not like doing online?• Where in the UK do they live? • What acquisition channels do they use?• What is their Mosaic profile? • Where should you advertise to reach them?• What is their social grade? • How do they use social media?• What are their other interests and activities? • What are their Facebook ‘Likes’?• What political aspirations do they have? • What fundraiser blogs do they visit?© 2012 Experian Limited. All rights reserved. 8
  9. 9. An Example Persona Sally the Fundraiser Channels to Reach 170k Number of people with this persona in the UK Where on Social Media can we find Sally? Sally spends 3-4 hours a day on Facebook and Mums Forums and Groups. She talks to other mums about Media Brands everything, including her weight loss and is influential among this group. She is experimenting with Twitter, but prefers Facebook. Charity Donations Online Interests Searches More likely  Health and Medical  Horse Racing  Pets and Animal  Yachting & Boating  Women’s Sites  Lotteries  House and Garden  Golf  Health & Beauty  Gay and Lesbian Less likely© 2012 Experian Limited. All rights reserved. 9
  10. 10. 7. Make the time to plan  Adopt a robust planning framework to maximise any fundraising opportunities  Implement a “test and learn” methodology  Introduce a process to share information and support insight  Enables a clear prioritisation of resources  Review, review and change if its not working© 2012 Experian Limited. All rights reserved. 10
  11. 11. An example planning framework Exploratory Analysis Assess roll out / Hypothesis retests Generation Post campaign Develop evaluation Strategy Deploy test Build models/ activity segments Design Plan / Targeting© 2012 Experian Limited. All rights reserved. 11
  12. 12. 8. Embrace new channels  11% of visits to charity websites arrive from social media websites  This trend is only likely to increase and it has the potential to attract new, younger supporters to charities  Only by utilising the planning framework will you be able to prioritise, investigate and monitor this behaviour  Based on that behaviour you can deliver relevant content that will hold attention and drive effective returns on any investment made in these channels© 2012 Experian Limited. All rights reserved. 12
  13. 13. So in summary 1. Understand where you are & how you engage with your supporter base 2. Get to know your onions 3. Identify what needs improving 4. Realise the value of a richer picture of support behaviour 5. Strategic insight before planning 6. Use online insight to inform your activities 7. Adopt a robust planning framework 8. Embrace new channels to attract new audiences and engage with existing ones© 2012 Experian Limited. All rights reserved. 13

×