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Developing a cross channel fundraising campaign


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Presented at #nfpsm on 13 June

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Developing a cross channel fundraising campaign

  1. 1. Developing a cross- channel campaign<br />Third Sector Digital Communication & Social Media Convention, 13 June 2011<br />Rachel Beer<br />Founding Partner<br />ShormehOmaboe<br />Direct Marketing Manager<br />
  2. 2. The background<br />To illustrate how a small to medium-sized charity, with a limited budget, can deliver an integrated campaign to:<br />Grow its supporter base<br />Reach new audiences<br />Develop a new income stream<br />And still innovate!<br />
  3. 3. Centrepoint:Virtual Gifts<br />
  4. 4. Campaign planning<br />What to include?<br />What to consider?<br />How much should it cost?<br />What partners or resource do we need?<br />Creative<br />Media<br />Fulfilment and data<br />Social media<br />
  5. 5. A good brief is a good start<br />
  6. 6. Centrepoint’s objectives<br />Warm donors<br />Create additional ask during the lead up to Christmas<br />Generate income and keep donor base actively giving, increasing lifetime value<br />Donor recruitment<br />Recruit new cash donors with younger profile (35-55)<br />Ultimately, convert buyers & recipients to Direct Debit<br />Build on previous year’s pilot campaign<br />Addressing known issues<br />Improving results<br />
  7. 7. Targets<br />Warm donors<br />Sell 2,300 gifts to warm donors from 1,150 orders<br />Raise £57,500<br />Donor recruitment<br />Generate 714 orders from new donors<br />Raise £25,000<br />Total<br />1,864 orders<br />Raise £82,500<br />
  8. 8. Known issues from previous year<br />Tracking<br />Not possible to evaluate return on specific cold media<br />Usabilty or technical issues<br />Estimated 7-8% of potential income through sales of virtual gifts lost<br />Issues with efficiency of data capture and speed of fulfilment<br />Cross-pollination from other appeals<br />Difficult to separate response generated purely to virtual gifts<br />
  9. 9. Room Sponsor<br />Home For Christmas<br />Virtual Gifts<br />Christmas campaigns<br />
  10. 10. However…<br />The pilot in 2009 was very successful overall:<br />Strong response from warm donors<br />Who had already received a Christmas cash appeal<br />Healthy return on investment from cold Compared favourably with other donor acquisition activity and sector benchmarks<br />
  11. 11. Budgeting<br />Budgets never as big as charities would like <br /><ul><li>Year two of campaign, so investment still fairly low while establishing potential</li></ul>A campaign budget is an investment in generating more income<br />Minimise spend, but not at the expense of achieving objectives<br />No hard and fast rules<br />It’s smart to use KPIs from other fundraising activity as benchmarks for setting budget<br />
  12. 12. Budgets<br />£50,000:<br />Campaign creative for microsite, warm insert, emails, on and offline fulfilment materials and display advertisements<br />Web development<br />£25,000: Cold media<br />£10,000: Social media and/or PR<br />N.B. Exclinsert and fulfilmentprint, production & postage<br />
  13. 13. The product<br />
  14. 14. Where to start?<br />We reviewed last year’s site and marketing materials<br />And ordered gifts to experience this from the supporter’s point of view<br />We purchased virtual gifts from other charities<br />
  15. 15. But we were underwhelmed,so…<br />
  16. 16. We decided to start afresh<br />
  17. 17. What’s wrong with virtual gifts?<br />Too transactional for the buyer (AKA donor)<br />Too much like e-commerce<br />Buyer’s satisfaction not considered sufficiently<br />Clunky donation processes<br />Unfulfilling for the recipient<br />Neither party sufficiently engaged with the charity and its work<br />Making conversion into longer-term support less likely<br />
  18. 18. The solution?<br />
  19. 19. Put fundraising into virtual giftsMake the experience more engaging and fulfillingMake it as easy as possible to buy, donate and share<br />
  20. 20. The gifts (the asks)<br />Simple, clear and tangible<br />And transparent<br />Range of price points and items<br />Something affordable for everyone<br />Illustrating the scope of Centrepoint’s work<br />
  21. 21. Create engagement<br />Bring each gift ‘to life’<br />Photography<br />Engaging copy<br />Show the difference buying a gift (making a donation) makes to a young person<br />Photographs of young people<br />Quotes from young people<br />Allow social sharing<br />
  22. 22. Affordable for most…<br />
  23. 23. Able to give a little more… ?<br />
  24. 24. Feeling generous… ?<br />
  25. 25. Did you spot the voucher… ?<br />
  26. 26.
  27. 27. Campaign strategy<br />
  28. 28. Strategy<br />Make the small(ish) budget work hard<br />Create a microsite that will ‘sell itself’<br />Maximise on site conversions<br />Maximise repeat purchases<br />Focus targeting on achieving maximum penetration of most receptive audiences<br />Make the most of free and cheap media<br />Focus on online for donor recruitment<br />
  29. 29. Audiences and media<br />
  30. 30. Audiences: warm<br />Existing supporters<br />Cash donors<br />Regular givers<br />Regular givers with cash<br />Warm prospects<br />Anyone on charity database with an email address – e.g. events fundraisers<br />
  31. 31. Audiences: cold<br />Prospective supporters<br />Who?<br />Where?<br />Previous year:<br />The Guardian online<br />Facebook advertising<br />Adwords<br />
  32. 32. Back to our objectives<br />To recruit new donors<br />Younger profile (35-55)<br />Likely to be sympathetic to Centrepoint’s mission, beyond the seasonal peak of interest<br />Who will continue to support Centrepoint’s fundraising appeals in the longer term; aim to convert to Direct Debit<br />We asked ourselves… <br />Where does Centrepoint usually reach out to attract new supporters?<br />
  33. 33. Other considerations<br />Couldn’t afford a wide variety of media<br />We had to be creative!<br />Focus on fewer and greater share of voice<br />Where and when would people be in the right mindset to buy a virtual gift?<br />Secure free/low cost media where possible<br />Other fundraising propositions and creative messages running simultaneously<br />Existing media agency relationship<br />Buy all Centrepoint’s media for best value<br />
  34. 34. Media plan<br />Press<br />In relevant gift guide sections where available<br />Online<br />Shopping sites<br />Large reaching publishers<br />Facebook<br />Affiliates<br />Charity Gifts<br />Donations4charity<br />
  35. 35. Investment per channel<br />Media spend<br /><ul><li>Affiliates 28%
  36. 36. Banners 45%
  37. 37. Facebook 27%
  38. 38. **Press 0%</li></ul>**Press secured free of charge, as part of wider media buy<br />
  39. 39. Display advertising<br />
  40. 40. Display advertising: online<br />
  41. 41. Display advertising: offline<br />The Guardian<br />The Times<br />The Evening Standard<br />The Big Issue<br />
  42. 42. Other channels<br />Insert to existing donors<br />Email to warm contacts and responders<br />Radio advertising<br />Adwords<br />PR<br />Facebook: Custom tab and donation app<br />Twitter: outreach and engagement<br />Twibbon: with donation integration<br />
  43. 43. Radio<br />
  44. 44. Radio activity<br />Centrepoint created a radio feature and were permitted air time to discuss ‘More than a gift’ on 13 different radio stations<br />A young person and frontline worker were interviewed<br />Coverage on stations including Sky News, BBC Kent and BBC Southern Counties<br />Overall reach of 32,241,000<br />On air for a total of 01:19:14<br />
  45. 45. Email<br />
  46. 46. To existing supporters<br />Integrated seamlessly with site<br />Easy social sharing<br />to spread campaign through social graphs<br />Creates engagement<br />helping to create conversions<br />shows who else has shared<br />
  47. 47. Facebook, Twitter & Twibbon<br />
  48. 48. Facebook advertising<br />
  49. 49. Facebook application<br />
  50. 50. Twitter: conversations<br />
  51. 51. Twitter: blogger outreach<br />
  52. 52. Twitter: sharing gift purchases<br />
  53. 53. Twitter: retweeting<br />
  54. 54. Twitter: hashtags<br />
  55. 55. Twitter: trending topics<br />
  56. 56. Twitter: positive feedback!<br />
  57. 57. Twibbon<br />139 people added a Twibbon on Facebook and Twitter. We <br />followed all those who added and thanked them. <br />
  58. 58. PR<br />
  59. 59. PR activity<br />
  60. 60. The site and fulfilment<br />
  61. 61.
  62. 62.
  63. 63.
  64. 64.
  65. 65.
  66. 66.
  67. 67.
  68. 68. Measurement & KPIs<br />
  69. 69. Fundraising KPIs<br />Number of donors/donations/responses<br />Response rate<br />for online, replace with CTR & conversion<br />Average gift<br />Income<br />Net income<br />Return on investment<br />
  70. 70. Online measurement<br />Web traffic/visitors to your site:<br />Traffic sources<br />Clicks<br />Page views/unique page views<br />Time on site<br />Goal completion/conversion<br />Facebook: Likes, comments, active users<br />Twitter: followers, re-tweets, mentions, reach<br />And similar on YouTube, Flickr etc.<br />
  71. 71. Web analytics<br />
  72. 72. Web analytics<br />
  73. 73. Other important metrics<br />
  74. 74. Results<br />
  75. 75. Response<br />
  76. 76. Top 10 traffic sources<br />Top referring sites<br />Direct<br />Google Adwords<br />Facebook app<br />PR referral link<br />eBay<br />Display advertising<br />Facebook referral<br />Display advertising<br />Charity’s own site<br />Google organic<br />No.1: Facebook app<br />No.5: Facebook referrals<br />No.10: Twitter<br />
  77. 77. Visitors to site<br />Significant uplift seen across:<br /><ul><li>Unique visitors
  78. 78. 6.2% increase from 2009
  79. 79. Page views
  80. 80. 49% increase from 2009
  81. 81. Bounce rate
  82. 82. Reduced by 19.1% from 2009
  83. 83. Average time on site
  84. 84. 145% increase from 2009</li></ul>*As of Tuesday 3 January 2011<br />
  85. 85. Conversion rate<br />Increased by 5.4%<br />Almost 4 times better than 2009<br />
  86. 86. Income<br />
  87. 87. Income <br />23% above target <br />Approximately 58% above income generated in 2009<br />
  88. 88. Income and ROI<br /><ul><li>Online
  89. 89. Affiliates: 45% of income
  90. 90. Display ads: 33% of income
  91. 91. Facebook ads: 22% of income
  92. 92. Press Ads
  93. 93. Press activity not tracked – would have resulted in direct traffic – so results are unclear
  94. 94. PR, radio and social media outreach
  95. 95. Difficult to evaluate– likely to result in direct traffic to website, which can’t be tracked to source</li></li></ul><li>Facebook<br />Rise in fans from 948 to 3,766<br /><ul><li>Opportunity to engage with Facebook fans in 2011 and ongoing – and to convert to donors</li></ul>‘More than a gift’ promoted as last minute gift opportunity, directing visitors to the application<br />Top Facebook tab views in Centrepoint page<br />890 Likes<br />143 new donors<br />
  96. 96. Twitter <br />October:<br />Followers: 129<br />Following: 56<br />Tweets: 82<br />Rank: 1,481,366<br />Twitter Grader score: 81 <br />January:<br />Followers:755<br />Following: 874<br />Tweets: 420<br />Rank: 538,425<br />Twitter Grader score: 94<br />
  97. 97. Insights & learnings<br />
  98. 98. Insights and learnings<br />Main income drivers: more traditional, digital channels<br />These have been extensively tried and tested over several years<br />Social media may increase engagement and contribute to increased dwell time and conversions on site<br />Social media buzz likely to have contributed to the high number of direct referrals<br />But important to note that it was part of a sophisticated mix<br />Facebook donation app showed promise – but conversions were lower than other channels<br />1stdonation app for a UK charity, so ahead of the curve? <br />
  99. 99. And this year?<br />Centrepoint will definitely run More than a Gift again<br />2011 will be the campaign’s third year<br />About to start the planning process<br />We’ll be rolling out most of the activity we tested in 2010<br />And we benefit from using the assets we created again, which will improve ROI<br />We’ll be investing more in the most successful channels<br />We’ll be beginning PR activity earlier<br />We’ll be improving tracking further<br />We’ll be finessing the offer, based on in-depth analysis of response and results<br />
  100. 100. Thank you.Any questions?<br />Twitter: @rachelbeer<br />Email:<br />