Presenting on Weds 5 July at IoF Fundraising Convention 2017 - in the community events and volunteering stream - Steve Thomas and Colin Kemp discuss the need to engage peer to peer or community networks to succeed and suggest a tried and tested approach for charities to trial. All without mentioning GDPR or the Fundraising Regulator!

1. IoF Convention 5th July 2017
Acquisition with Permission
Colin Kemp & Steve Thomas
@purple_vision #ioffc

2.  Intros and who’s who
 Old channels are broken
 Community is the new black
 Serve your fundraisers
 Sharing ideas
 Q&A
Agenda

4. Purple Vision is a leading, independent
technology consultancy for UK and
international non-profit organisations.
Established in 2003, we work hard to
maintain our reputation with charities,
associations, schools and universities,
helping them create and build great
relationships with their stakeholders.

5. Charities of all sizes & focus InternationalProfessional, Membership &
Regulatory

6. Our services include
Three key areas related to your success:
CRM Digital Data Insight
• Consulting
• Design & Configuration
• Integration
• Training & support
• Marketing
• Automation
• Web & Social
• Apps & mobile
• Profiling
• Journeys
• Health checks & audits
• Business intelligence

10. The emotional connection

11. What’s gone wrong
with the old ways?

14. Top Level Segmentation
• Who is warm / involved?
• Who is completely new?
• Who supports in CAW
only?

15. Existing Supporters
Thank you!
Email where possible
Copy based on their
support

16. New / CAW only
Emailable?
Thank you
2nd Gift ask
Non openers – drop
into mail

17. New / CAW only
Not Emailable:
Segment by donation
value
3 tracks…

18. A: Data
B: Top level segmenetation
C: Existing supporters
D: New – email
E: New / CAW only
F: Report back
A B C
D
E
F

19. A significant flaw…

20. Back to the future

21. The emotional connection

22. Peer to Peer

23. Peer to Peer

24. Peer to Peer

25. Reasons to be
optimistic

26. Get tooled up

27. Facebook nonprofits.fb.com

28. Facebook

29. Facebook for Fundraisers
• https://nonprofits.fb.com
• Try it out for yourself –
one step at a time
• Enable & empower
supporters
• Connect supporters to
beneficiaries

30. Marketing Automation

31. Marketing Automation

32. Supporter journeys

33. Supporter Journeys
First Gift
Became
committed
giver
Joined
membership
Became
committed
giver
Volunteered
Volunteered
Legacy
Pledge

34. Registrati
on
Emily sees a
post on
Facebook
posted by a
friend
Emily shares a
picture on
Facebook and
Likes our page
We send a
personal invite to
Emily to sign up
for our newsletter
– there’s an article
about the event
she saw on FB
Emily registers
providing her
email address
with permission
Emily’s registration
triggers a series of
welcome emails.
What she clicks on
helps us start to
identify her
interests.
First
Purchase
Repeat
Purchaser
Anonymous
Browser
Known
User
Loyal
Customer

35. Anonymous Browser
Customer visits Giraffe
Aid website looking for
information about giraffes
Known User
Customer downloads the
giraffe aid app (or
worksheet) and registers
for email updates
Create Account
Customer creates an
account in the online
shop and saves
bookmarks some Giraffe
Aid Xmas cards
Customer Support
We send the wrong Xmas
cards, but the Giraffe Aid
team apologises and send
a coupon for postage &
replacements.
First Purchase
Buy Xmas cards online …
and make a donation at
the same time (yay)
Multi-Brand Purchaser
Customer drops us an
email to ask about our
programmes
Loyal Customer
The evangelist customer
shares their experiences with
their friends on social media
Engaged
The Xmas cards went
down a treat and several
friends have said they’lll
come to the “You’re having
a Giraffe” comedy night
next year …
Visits Site
After receiving the postage
coupon, customer goes
back to the web again and
browses the giraffe xmas
gifts …
First
Purchase
Repeat
Purchaser
Loyal
Customer
Anonymous
Browser
Known
User

39. Isn’t it all very expensive?

40. Marketing Automation
• Self-directed journeys
• Rules not routes
• Omni-channel
• B2C or B2B?
or B2K or B2U?

41. Page 41
What about us?

42. How digital are you?

43. Digital maturity
Source: Capgemini/MIT
Digital Intensity
• Customer focus
• Innovative
• Technology-enabled:
– Mobile
– Social
– Geo-location
– Real time
– Data
Transformational
Management Intensity
• Vision
• Governance
• Co-ordination
• Leadership

44. The journey from beginner to digirati
High
Low
Low High
Management
Intensity
Digital
Intensity
Fashionistas
Beginners Conservatives
Digirati
Travel
Telecoms
Pharma
Manufacturing
Utilities
Insurance
High Tech
Retail
Banking
Source: Capgemini/MIT

45. So what?

46. Discussion scenario
• Emergency Appeal – devise a peer to peer approach
– ‘First Responders’ – pre-warned of imminent emergency
appeal
– Aim : get First Responders to share in their networks.
➢ What tools and support might they want?
➢ What do you need to reach out and find people to
participate?
➢ How can we encourage 2nd / 3rd generation support?

47. First Responder tools – our take
• Team name and Facebook profile overlay
• Heads up on launch
• Initial information pack
• P2P tools : Facebook, Snapchat, Instagram, Twitter etc
• Fast track updates for them to share
• Inside Track updates for them: briefing from the field /
program team
• Tracking: feedback on their Team response, leaderboard?
• Longer term updates to maintain commitment.

48. Thank you
Acquisition with Permission
colin.kemp@purple-vision.com
steve.thomas@purple-vision.com
www.purple-vision.com