Matt Warrilow, senior supporter experience manager, Anthony Nolan Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. INSIGHT-DRIVEN
SUPPORTER JOURNEYS
AT ANTHONY NOLAN

4. GETTING THINGS
STARTED

5. GETTING THINGS STARTED

6. GETTING THINGS STARTED

7. • IN THE BEGINNING…

8. • IN THE BEGINNING…

9. FIRST YEAR ON
THE REGISTER

10. WHY DID WE NEED
THIS JOURNEY?

12. HOW WE
DEVELOPED IT

13. • IN THE BEGINNING…

16. • PU T TING S U PPORTERS F IRST

20. • PU T TING S U PPORTERS F IRST

25. • Increases understanding of our supporters
• Gets everyone on the same page
• Discover new opportunities
BENEFITS OF THIS APPROACH

26. THE WELCOME
SECTION

27. WELCOMING – GETTING SUPPORTERS TO
SEND BACK THEIR SWAB KIT

28. ONGOING
ENGAGEMENT

29. ONGOING – DEEPENING THEIR
RELATIONSHIP WITH US

30. TESTING...

31. IF THESE SUPPORTERS PREFER SHORTER
OR LONGER COPY

32. TYPES OF CASE STUDIES THIS AUDIENCE
ENGAGES MOST WITH

33. IF THIS AUDIENCE ENGAGE WITH A ‘VOTE
FOR YOUR NEXT EMAIL’ ASK

34. WHETHER THIS AUDIENCE ARE MORE LIKELY TO
OPEN AN EMAIL WITH A ‘CLEAR’ OR ‘AMBIGUOUS’
SUBJECT LINE
Email name Clear SL Open rate Ambiguous SL Open
rate
Promoting
Reddit AMA
Ask us anything That thing you’ve
always wanted to
know…
Vote email What do you want
in your inbox next?
Decisions…decisions…

35. IF THIS AUDIENCE PREFER EVENTS OR
COMMUNITY FUNDRAISING

36. HOW IS IT DOING
SO FAR?

37. • 60,000 supporters on the journey
• 160,000 emails sent
• 55% average open rate (peaking at 79%)
• 40,406 returned their samples – 67% return rate
• 2,403 returns from people sent the reminder email (16% of all those
sent it)
• 4 people on journey have gone on to donate stem cells
SO FAR THE JOURNEY HAS SEEN…

38. EARLY LEARNINGS
FROM TESTING

39. IF THESE SUPPORTERS PREFER SHORTER
OR LONGER COPY

40. 0.73% CTR 0.86% CTR
IF THESE SUPPORTERS PREFER SHORTER
OR LONGER COPY

41. TYPES OF CASE STUDIES THIS AUDIENCE
ENGAGES MOST WITH

42. 3.7% CTO 3.3% CTO
TYPES OF CASE STUDIES THIS AUDIENCE
ENGAGES MOST WITH

43. TYPES OF CASE STUDIES THIS AUDIENCE
ENGAGES MOST WITH

44. EMAILS WITH HIGHEST ENGAGEMENT
RATES ARE…

45. EMAILS WITH HIGHEST ENGAGEMENT
RATES ARE…

46. EMAILS WITH HIGHEST ENGAGEMENT
RATES ARE…

47. IF THIS AUDIENCE ENGAGE WITH A ‘VOTE
FOR YOUR NEXT EMAIL’ ASK

48. IF THIS AUDIENCE ENGAGE WITH A ‘VOTE
FOR YOUR NEXT EMAIL’ ASK

49. 82% votes 18% votes
IF THIS AUDIENCE ENGAGE WITH A ‘VOTE
FOR YOUR NEXT EMAIL’ ASK

50. 7.6% CTO 2.2% CTO
IF THIS AUDIENCE ENGAGE WITH A ‘VOTE
FOR YOUR NEXT EMAIL’ ASK

51. WHETHER THIS AUDIENCE ARE MORE LIKELY TO
OPEN AN EMAIL WITH A ‘CLEAR’ OR
‘AMBIGUOUS’ SUBJECT LINE
Email name Clear SL Open rate Ambiguous SL Open
rate
Promoting
Reddit AMA
Ask us anything That thing you’ve
always wanted to
know…
Vote email What do you want
in your inbox next?
Decisions…decisions…

52. Email name Clear SL Open rate Ambiguous SL Open
rate
Promoting
Reddit AMA
Ask us anything 31% That thing you’ve
always wanted to
know…
38%
Vote email What do you want
in your inbox next?
36% Decisions…decisions… 40%
WHETHER THIS AUDIENCE ARE MORE LIKELY TO
OPEN AN EMAIL WITH A ‘CLEAR’ OR
‘AMBIGUOUS’ SUBJECT LINE

53. IF THIS AUDIENCE PREFER EVENTS OR
COMMUNITY FUNDRAISING

54. 63% 37%
IF THIS AUDIENCE PREFER EVENTS OR
COMMUNITY FUNDRAISING

55. £18,462.16
MINIMUM RAISED
SO FAR

56. OTHER THINGS
WE’VE LEARNT

57. • It’s ESSENTIAL to involve colleagues from day one
• Managing expectations – it won’t be perfect from the start
• Never assume – always test
• Stats aren’t the only way to measure success
OTHER THINGS WE’VE LEARNT

60. NEXT STEPS

61. • Finish the journey!
• Full review of journey’s impact so far
• Gather more supporter insight and feedback
• Phased updates
• Ongoing testing (content/channels/asks)
• Empower and upskills colleagues to develop their own journeys
NEXT STEPS

62. THANK YOU
ANY QUESTIONS?

63. Optimising your digital
content to improve
supporter journeys
Midlands networking group
13 June 2019
Birmingham
#CCMidlands
Wifi: BTopenzone

64. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk