How do you move from a culture of sending a single email newsletter to personalising email and driving deeper engagement and relationships?

1. Page 1
Email:
From big bang to
personal engagement
• Mags Rivett, Director of Marketing
• Ian Fairhurst, Senior Consultant (Non Profit)

2. About Purple Vision
2003 2010 2015 2016
• Merged with Appssential
• Europe-wide operations
from UK base
• Works across UK and
Eire

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Charities of all sizes & focus InternationalProfessional, Membership
& Regulatory

4. Page 4Page 4
What we’ll cover today
• What we mean by big bang and personalisation
• Why it matters
• A case study of how digital and offline have integrated to
make a difference
• Methodology – how to start
• What to consider along the way

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Definitions
“Big Bang Theory”
• Everyone gets the same content, regardless of interests
• Batch and blast / spray and pray
Personalisation
• Content is relevant to interest, lifecycle and engagement
• 1:1 customer / donor / supporter communications
• Ideally related to a ‘journey’

6. Why even bother?

7. Personalisation ….
• Improves click-thru by 14%
• Improves conversion by 10%
Differentiated content …
• Improves open rate by 30%
It makes a difference to results
Source: Return Path - Email

8. Journeys are strongly correlated with
outcomes
+ 36%
customer
satisfaction
+ 19%
more likely
to renew or
stay
+ 28%
more
willing to
recommend
+33%
Less likely
to cancel
or churn
McKinsey & Company
From Moments to Journeys (2014)

10. The science bit …

12. Broederlijk Delen donor trends

13. A big piece of work and
lots of analysis later …

14. Finances -
Current fundraising
mix
VHVD HVD MVD Donors Low value Total
Donors 18 780 5,100 13,000 20,500 39,400
Annual value €628,000
Av. Donor value p.a. €48
Var. cost of comms €4 €4
Re-balanceBefore
€4€2€4 €4€20€230 €31 €8
Outcomes
€15€9
€309,000€187,280€728,000€536,000€163,000 €943,000€837,069€219,532
€9,056 €687 €143€12,196 €1,073 €185
Overall Impact
€60€71
€2,813,132€2,364,000

15. Second gift. [First gift + other source
code]
Annual campaign
Belgium/
o’seas
challenge.
Supporter
explanation.
New
challenge
participant
Repeat
challenge/
event
participant
New donor
4+ donations to
Committed Giving
Calling programme
E-mail
thanks &
update.
New
sponsor
Newsletters
Personalise
d cover letter
Appeal
feedback
4 gifts =
Call
Challenge
registratio
n. On-line.
40Euro+ Tax
Reduction
appeal
Newsletter
cycle.
Appeals
cycle
End year
appeal
Pledgers
Annual thanks
and update
Challenge
preparation
e-mails
On-
line
giving
Repeat
invite &
feedback
On
line
entry
fee
New event
participant
Non-Fiscal
Gift contact Volunteer
Committe
d Givers
Lapse
communication
Legacy
pledgers

16. Second gift. [First gift + other source
code]
Annual campaign
Belgium/
o’seas
challenge.
Supporter
explanation.
New
challenge
participant
Repeat
challenge/
event
participant
2nd Giving
pack. Hi v
Low value?
Campaign thank
you. Preferred
media request
New donor
4+ donations to
Committed Giving
Calling programme
E-mail
thanks &
update.
New
sponsor
Newslette
rs
Personalis
ed cover
letter
Appeal
feedback
Phone/
response
request
Jan appeal
reminder &
progress
4 gifts =
Call
Challenge
registratio
n. On-line.
Food test pack/
lobbying/ survey
Hi/ Med value
2nd mail (and
chase)
Ad hoc multi-
media notices
re. campaign
news
Reassuranc
e letter.
Once only
40Euro+ Tax
Reduction
appeal
Newsletter
cycle.
Appeals
cycle
End year
appeal
2 source
codes
MVD
programme
Personalised
cover letterFriends
Lapsing
newsletter
8 = Mail
12 =
Final
Call
Chase
Call
Pledgers
Annual/
biannual
upgrade Call
Remind
er mail
Ad hoc
comeback
e-mail/ mail
Committed
Giving offer
HVD/ Legacy
events
Challenge
preparation
e-mails
On
line
giving
Repeat
invite &
feedback
On
line
entry
fee
New event
participant
Non
Fiscal
Gift
contact
Volunteer
Legacy
pledgers
Communications
preference
survey/ update
6 wks
6 wks
Committe
d Givers
40+Euro & pa
annual thanking
3+ source
codes
Additional
action e-mail
HVD
programme
Introduction
evening
No add.
Activity
15mths
18 mths
21 mths
24 mths
Lapse
communication
Welcome
back letter
Annual thanks
and update

17. Communication
Cycle
Donor-driven Journey
Driven by Charity needs Donor timescales
Campaign decisions Database rules
Frequency Campaigns and appeals
sent to most
Triggered ‘drip’ communications –
typically weekly/ monthly
Content Newsletters, appeals,
e-comms
Thanking, reassuring, asking,
upgrading
Nature Designed and written for
each campaign
Off-line pack.
Digital personalisation.
Priority communication

18. The Purple Vision theory
of ‘where to even start
with all this’?

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Example of Normal Distribution
Early Adopters Laggards
The Majority

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• Infrequent, small
value donations
• One-off, sponsors
event?
• Regular givers, medium
value
• DD or appeal responders
• Infrequent, but
significant
• Major Donors
Monthly Newsletter
• Un-engaged
• often un-opened,
few clicks,
unsubscribes
• Sort-of engaged
• More opens but not
setting the world on
fire
• Engaged but on
their own terms
• Opens when its
interesting to them
Different FR ask Different FR ask Different FR ask

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Time + Effort = Reward

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Un-engaged
Small value donations
Partially-engaged
Regular givers
Engaged
Infrequent but significant
Monthly Newsletter Personalised

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Un-engaged
Small value donations
Partially-engaged
Regular givers
Engaged
Infrequent but significant
Monthly NewsletterPersonalised

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Data
What are they interested in?
• What they click on in emails?
• What they supported?
• Social?
• Other interactions
How/where you store data

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Content
What content do you have?
• Same article, different image?
• Same image, different copy?
• Where you direct them may be different (landing page)
Where and how you store/access content for audiences

28. • Think about your curves – scientific (ask us for help!) or guestimate
• Map your donors – and comms. What are your audience doing?
• Where to focus your efforts (eg most reward for least effort, easiest to
achieve, best results longer term?)
• What data do you have or need? How to store and capture?
• What content do you have or need?
• And an answer to the question …
What does it look like in your charity?

29. What’s stopping you from
doing this already?

30. The idea of journeys
is not new …
…why aren’t they
happening?

31. • Psychology of ‘free’ tools
• E-mail is seen as cheap and therefore de-valued in comparison to
other channels
• The functionality of the available technology isn’t fully understood
and the staff using the tech don’t always have access to budget
• E-news becomes a task not an opportunity to start a journey
• Lack of integration with other channels (social, direct mail, mobile,
web)
Reasons why journeys aren’t happening

33. People
Don’t allow your email activity to
happen in isolation

34. Process
Compare the journey you want
supporters to take with the
journeys supporters are
choosing

35. Segmentatio
n
Searchfor
Commonality
1:1personal
Unknown
Known
Are 1:1 journeys really possible at scale?

36. Source: G2 crowd
Technology

37. CRM
EPOS
WWW
?
?
Single
Customer
View
360
Data
Data
DataData
Data
EMAIL
The high tech approach to making it happen
Mobile
& SMS
SOCIAL
WEB
ADS

38. • A broad plan – what’s the journey? (pen and paper)
• Content planner (calendar)
• Something to say for yourself (content, images, web)
• Tools for delivering messages (email, website, social)
• Analyse results, build next content (pen, paper – spreadsheet?)
• Reminders (calendar) to trigger next steps
• Evidence of success will help build the business case for
better tech
The low tech approach to making it happen

39. Downloads
App or
Resource
Welcome
Email
Triggered Follows us
on social
media
Opts out of
welcome
series
Receives
more about
subject A
Clicks on
article A
Shows
interest in
event
Likes &
Shares
Attends
Event
Multi-channel & multi-device
• Email – Desktop or Mobile
• Offline – Events
• Social – media & engagement
• Web – landing pages for events?

40. Our 4 take-home and try
summary points

41. 1) Make it a focus – have a strategy or just a plan or
even somewhere to start.
2) Butterfly effect – tiny changes can yield big
results …
3) Invest in technology to support you to deliver
4) Keep up with what’s going on with
a) your results - celebrate team success
b) the tool you use
c) other technologies

42. Page 42
Stand 31 in the expo
@purple_vision
www.purple-vision.com
mags.rivett@purple-vision.com
ian.fairhurst@purple-vision.com