Developed for Focus on the Family, documenting pathways for digital audiences, key messages and conversion opportunities.

1. Web
doing
Prospect
feeling
thinking
web data
Ongoing,
non-linear
Non-linear, but
time based
FOCUS Experience Map - A Journey with the Brand
Guiding Principles
No Brand Knowledge
First Time Donor Baby Boomer
Parent
Annual Income
Empty Nest
Bulls Eye
Social Savvy Purchase Behavior
Internet Usage
Communication Preferences
Monthly Pledger
Partner/Stakeholder
Advocate Generation X, Y, Z
Online Conversion Journey
Giving History Demographics Online Persona
Ok, I’m Interested. Ok, I understand. Ok, You Got Me Hooked. Success, I Feel Good! I’m Done.
What non-profits are out there?
How does my donation actually help?
What makes FOCUS different?
How can FOCUS Help me?
How much should I give?
How can I do this quickly?
Are their any incentives for me?
Where does my money go?
What happens next?
Is it quick to share? Do I get anything?
Based on AdaptivePath Modeling of Cross-Channel Experience. Adaptivepath.com, 2011 Masterworks Digital Marketing, 12/2013 | V1
I just donated, don’t bug me.
Remind me later.
People choose FOCUS because it
is a trusted & compassionate guide.
People interact with the brand, to get objective
help, to help others, stay dedicated to their faith.
People give$ consistently all year
long, a few spikes in Dec & Jan.
People value innovation, creativity,
trust/transparency, a personal touch.
Get Motivated Visit Website Conversion (download, share, view, donate, sign-up)Action Thank You Confirmation Post ConversionComplete or Bail
Promo
Landing
Research, Testimoninals, Friends,
Event PR, Program Promo
Do some channels drive more traffic? Can I track return visits?
What content do they see just prior to converting?
What paths/touchpoints lead up to the conversion?
When do people abandon the form? Is the form optimized?
Is there a default donation, does that influence amount?
How long does it take to complete the form?
Where do they go after donating?
How many interactions prior?
How can I remarket to these people?
How will we know if this
person comes back?
Click on a Button
or CTA Link
Store or
Category
Onsite
Search
Promo
Landing
Resource
of the Month
Video
View
Subscribe Donate
One Time
vs. Monthly
Pay/Billing
Information
Printable
Form
Share
Donation
Explore
Site
Transactional
Triggered Email
Move to Advocacy Funnel
Follow-up Direct Mail
Web
Display
Ad/Video
Paid &
Organic Search
Online PR
News Article
Blogs &
Charity Sites
Social Media
Offline
Traditional
Media
focusonthe
family.com
Alerts &
Updates
On the Go
Talk with
Friends
Marketing
Email Blast
Email
Communication
Local
Event
TV
OOH
PRINT
About
Resource
Category
Broadcast
Get
Help
Donate
Featured
Websites
Web
About
Resource
Category
Broadcast
Get
Help
Featured
Websites
content
web/
apps
Monthly Upsell
Repeat
Visitor
stjude.org
Link back to
Website
to learn more
Monthly Appeals
Welcome
Stream
Email
(mobile
opt-in)
Request
refund
Share Donation on Social Email Welcome Stream
Move to Advocacy or Peer2Peer
messaging
segments