Positive is an agency that is passionate about effectiveness. As an Engaging Networks agency partner they regularly help plan, develop and measure campaigns using the software for their charity clients. Using examples, this talk walks you through the creation of a campaign measurement plan, recording results and how to use Engaging Networks reporting tools to really get the most out the platform. Topics covered include; choosing your objectives, strategies and tactics, selecting KPIs, segmenting your data with Engaging Networks, setting appropriate targets and reporting.

1. Planning and Measuring a Campaign
Engaging Networks Community Conference.
Ringo Moss - Crea.ve Strategist - Posi.ve.
@PositiveBristol / @RingoMoss

2. Where do we start?
@PositiveBristol / @RingoMoss

3. This talk.
Campaign planning and measurement.
@PositiveBristol / @RingoMoss
The Brief
Objec<ves
Strategy
Tac<cs
KPIs
Segmenta<on
Measurement and Repor<ng

4. The Brief.
@PositiveBristol / @RingoMoss

5. The Brief.
Deconstruc.ng the bit before the objec.ves.
@PositiveBristol / @RingoMoss
The Brief
The Problem To Solve
Audience
Objec<ves (The next bit)
Proposi<on and Key Messages
Constraints
Convert single donors
into regular givers
Previous donors
“We are……”
“You have supported us in the past
….. consider monthly dona<on”
Increase regular giving
Budget
Timescales
Available data etc.

6. The Objec.ves.
@PositiveBristol / @RingoMoss

7. The Objec<ves.
Making them beHer, making them SMART.
@PositiveBristol / @RingoMoss
The Problem To Solve
Audience
Objec<ves
Convert single donors
into regular givers
Previous donors
Increase regular giving
S M A R T
SPECIFIC MEASURABLE ACHIEVABLE RELEVANT &
REALISTIC
TIME BASED

8. The Objec<ves.
Making them beHer, making them SMART.
@PositiveBristol / @RingoMoss
S M A R T
SPECIFIC MEASURABLE ACHIEVABLE RELEVANT &
REALISTIC
TIME BASED
Increase regular giving
Convert 5% of our single donor database into regular givers
within 6 months of campaign end.

9. @PositiveBristol / @RingoMoss
The Brief
The Problem To Solve
Audience
Objec<ves (The next bit)
Proposi<on and Key Messages
Constraints
Convert single donors
into regular givers
Previous donors
“We are……”
“You have supported us in the past
….. consider monthly dona<on”
Increase regular giving
Budget
Timescales
Available data etc.
Increase mobile
conversions
The Objec<ves.
There will probably be more than one.

10. @PositiveBristol / @RingoMoss
The Brief
The Problem To Solve
Audience
Objec<ves (The next bit)
Proposi<on and Key Messages
Constraints
Convert single donors
into regular givers
Previous donors
“You have supported us in the past
….. consider monthly dona<on”
Increase regular giving
Budget
Timescales
Available data etc.
Increase mobile
conversions
The Objec<ves.
There will probably be more than one.

11. The Objec<ves.
Making them beHer, making them SMART.
@PositiveBristol / @RingoMoss
S M A R T
SPECIFIC MEASURABLE ACHIEVABLE RELEVANT &
REALISTIC
TIME BASED
Increase mobile conversions
Achieve 10% mobile engagement rate in all campaign ac<ons
within 6 months of campaign end.

12. The Strategy.
@PositiveBristol / @RingoMoss

13. The Strategy.
How do we reach the objec.ve?
@PositiveBristol / @RingoMoss
Target Market Objec<ves Posi<oning Process Partnerships
Engaging
Networks
Raiser’s Edge
Agile Teams
Mobile first
approach
Mumsnet
NetMums
Mothercare
Expert advice,
prac.cal support
and campaigning
for single mothers.
Helpful,
approachable,
accep.ng,
transparent.
(Review)Parents
Previous
Donors
Mobile
Users

14. The Strategy.
How do we reach the objec.ve?
@PositiveBristol / @RingoMoss
Stages Integra<on Tools Engagement
Ini<al: Re-engage
Ul<mate: Donate
Re-engage
Sequence
Ask
Google Analy.cs
Adwords
Facebook Insights
CRM
Engaging Networks
Display Ads
Facebook Ads
Targeted Content
E Mail - EN Op.ons
(remember mobile)
On site EN landing pages
and dona.on forms
(remember mobile)

15. The Strategy.
Summarising the approach.
@PositiveBristol / @RingoMoss
Achieve increased regular donors and mobile engagement by targe<ng our exis.ng
donors, parents and mobile users. Posi<oned as providers of expert advice, prac.cal
support and campaigning for single mothers. Being helpful, approachable, accep.ng
and transparent.
We will run a 3 stage campaign using PPC, Facebook Ads, EN mobile op.mised
Email Campaigns, EN Campaign appeal pages with specific mobile op.mised landing
pages, and delivering targeted content by partnering with Mothercare, Netmums
and Mumsnet.
Integra/ng data from and to Google Analy.cs, Adwords, Facebook Insights, CRM,
Engaging Networks and our partners.
Automa<on and Data Integra<on will be implemented from Engaging Networks
with imported Raiser’s Edge data.

16. The Tac.cs.
@PositiveBristol / @RingoMoss

17. The Tac<cs.
A simplified tac.cs matrix.
@PositiveBristol / @RingoMoss
Stages
Re-engage
Sequence
Ask
Tool
Display Ads
Facebook Ads
Targeted Content
E Mail
Targeted Content
E Mail
On site landing pages
and dona.on forms
Tac<c
Display and retarge.ng from dona.on page success
cookie to on site appeal pages.
Facebook ads mix to drive to targeted content and appeal
pages. Audiences from page followers and lookalikes.
Inves.gate tracking pixels for success page.
Time targeted emails based on audience type.
Triggered emails sequence. - Split tested.
Content strategy with partners to deliver phased content
during sequence.
Different asks dependent on donor size demo etc.
Varied on site landing pages and dona.on forms with split
tes.ng.

18. The Tac<cs.
Cons.tuent journeys.
@PositiveBristol / @RingoMoss
Display Ads
Facebook Ads
Targeted Content
Email
(ask)
CRM
Targeted
Inters<<al
Content
GDN
Facebook
Ad Manager
Retargeted Ads
Email
(sequence) Conversion
Fresh Audience
On site appeal pages
and dona<on forms

19. The Tac<cs.
Measurement responsibili.es.
@PositiveBristol / @RingoMoss
Display Ads
Facebook Ads
Targeted Content
Email
(ask)
CRM
Targeted
Inters<<al
Content
GDN
Facebook
Ad Manager
Retargeted Ads
Email
(sequence) Conversion
Fresh Audience
On site appeal pages
and dona<on forms
Engaging Networks repor.ng
Google analy.cs / funnels
Facebook Ad Repor.ng
Google Display Network Repor.ng

20. Choosing KPIs.
@PositiveBristol / @RingoMoss

21. Choosing KPIs.
Measurement responsibili.es.
@PositiveBristol / @RingoMoss
Display Ads
Facebook Ads
Targeted Content
Email
(ask)
CRM
Targeted
Inters<<al
Content
GDN
Facebook
Ad Manager
Retargeted Ads
Email
(sequence) Conversion
Fresh Audience
On site appeal pages
and dona<on forms
Engaging Networks repor.ng
Google analy.cs / funnels
Facebook Ad Repor.ng
Google Display Network Repor.ng

22. @PositiveBristol / @RingoMoss
Display Ads
Facebook Ads
Targeted Content
Email
(ask)
CRM
Targeted
Inters<<al
Content
GDN
Facebook
Ad Manager
Retargeted Ads
Email
(sequence) Conversion
Fresh Audience
On site appeal pages
and dona<on forms
Engaging Networks repor.ng
Google analy.cs / funnels
Facebook Ad Repor.ng
Google Display Network Repor.ng
Ini<al Single
Donor Baseline
Audience
Size
Audience
Size
CPM / CTR
CPM / CTR
Fresh
Audience
Impressions
Avg. <me on page
CTR
Segmented by Type
Open Rate
CTR
Conversion Rate
Choosing KPIs.
Campaign tracking.
CPM / CTR

23. Choosing KPIs.
Remember your core objec.ves.
@PositiveBristol / @RingoMoss
Convert 5% of our single donor database into regular givers
within 6 months of campaign end.
Achieve 10% mobile engagement rate in all campaign ac<ons
within 6 months of campaign end.
KPIs are for CONTROL on the way to the objec<ve!

24. Choosing KPIs.
The master grid.
@PositiveBristol / @RingoMoss

25. Choosing KPIs.
The master grid.
@PositiveBristol / @RingoMoss

26. Choosing KPIs.
The master grid.
@PositiveBristol / @RingoMoss

27. Choosing KPIs.
The master grid.
@PositiveBristol / @RingoMoss

28. Choosing KPIs.
Engaging Networks.
@PositiveBristol / @RingoMoss

29. Repor.ng and
Measurement.
@PositiveBristol / @RingoMoss

30. Repor<ng and Measurement.
Segmenta.on.
@PositiveBristol / @RingoMoss
Universe: All Opt in users
Filter: Payment = Single (Not enough)
Exclude: Payment = Recurring, Status = Success
CRM
Email
(sequence)
Ini<al Single
Donor Baseline

31. Repor<ng and Measurement.
Repor.ng through the chain - simplis.c repor.ng.
@PositiveBristol / @RingoMoss
Email
(ask)
Email
(sequence)
Open Rate
Universe: Advocacy Emails
Ac.on = Message Opened
Ac.on = Message Sent

32. Repor<ng and Measurement.
Repor.ng through the chain - layering results for insight.
@PositiveBristol / @RingoMoss
Universe: All Users
Ac.on = Click Through
Ac.on = Message Opened
Email
(ask)
On site appeal pages
and dona<on forms
CTR
Using this type of repor.ng you get extra cons.tuent data that you can refine the campaign with.

33. Repor<ng and Measurement.
Repor.ng through the chain - conversion - a new segment.
@PositiveBristol / @RingoMoss
Universe: Single to Recurring Dona.on Form
Payment Status = Success
Conversion
On site appeal pages
and dona<on forms

34. Final Thoughts.
@PositiveBristol / @RingoMoss

35. Final Thoughts.
What gets measured gets improved.
@PositiveBristol / @RingoMoss
Engaging Networks provides fantas.c tools and opportuni.es for segmenta.on, repor.ng and
measurement. By planning our campaigns in detail it helps us get the best out of these opportuni.es.
It allows us to:
Profiling and Segmenta/on
• Treat cons.tuents like individuals
• Create more targeted campaigns with beHer ROI
Repor/ng
• Split test, emails, forms and landing pages.
• Learn more from your campaigns.
• Get crucial demographic and cons.tuent insights.
• Predict ROI more accurately.
What gets measured gets improved, and what gets improved gets beder impact.

36. Cheers.
@PositiveBristol / @RingoMoss

37. @PositiveBristol / @RingoMoss
E: ringo@positivestudio.co.uk
T: +44 (0)117 972 8852
Digital Charities | ringomoss | I can invite you to this group - email me.