Anglicare was Parachute Digital's first client to personalise the donor experience for both direct mail donors and email donors. In this presentation we should the results of personalising the content, pre-filling the donation form and showing the donor's last donation amount and how it drives a higher average gift and a better conversion rate.

1. Christmas Appeal 2016
PURLS
Presenters: Shanelle Newton Clapham
Savin Prasad

2. PURLs
Example:
http://give.anglicare.org.au/ShanelleNewtonClapham

4. The brief
1. Improve the donor experience
2. Get DM to give online – where average gift is
higher
3. Grow the number of online donations and $
income from Christmas 2015.

5. The solution
Integrated messaging across:
1. Direct Mail, one wave with
personalised URL per donor
2. Website Home &
Personalised Donation pg.
3. Email x 3
4. SMS to
1. Mobile Donation page
2. SMS text Keyword reply
5. Facebook – Cold + Remarketing.

6. Thesolution

7. The donor journey
and experience

8. 1. Use PURLs to push
DM donors to give online

9. The landing page
content changed by
segment and
referenced their donor
behaviour for current
and lapsed donors.
2.
Personalised
Donation
Page
a. First name
b. Content

10. The landing page pre-
populated the form
with all known
information about the
donor to make it quick
and easy to complete.
Personalise
d Donation
Page
c. Suggest
donation
amount
d. Pre-filled
form

11. 3. Email testing
Test:
Standard
eDM –
positive
image
Results
20.3% open
2.93% CTR
Test: Visual
story eDM
Results
18.67% Open
1.55% CTR

12. Email testing
Segment:
Lapsed
Donors/
leads
Test: Need
only
Results
15.49%
Open
1.9% CTR
Segment:
Donors
Test: Need
+ Positive
Results
35.21%
open
4.39% CTR

13. 4. SMS
Creative – HOPE
Keyword to GE Donors
Creative – Food Relief
Current Anglicare
Donors
Results
6.7% CTR

14. SMS –
Donation
Pages
1. Pre-populate mobile
donation form on
GiveEasy
2. Personalised
NetCommunity Donation
Page

15. 5. Facebook + Remarketing
Ads with higher click-through rates were general
family-orientated (positive) messaging.
The following three ads had the highest CTR (1.7%-1.8%),
and lower CPC.
But the campaign bombed in terms of donations, because ….

16. The Results

17. The results
The 2016 Christmas Appeal delivered:
• Income 20% ↑ UP on Xmas 2015 - $81,066
• Total donations 15% ↑ UP on Xmas 2015 - 336
• 26% donation page conversion rate
(couldn’t compare to previous year)
• Average donation 5% ↑ UP on Xmas 2015 - $241
• 24% donations through PURLS
• 4:1 ROI on SMS donations.

18. PURLs 100% DM donation
In the 2nd wave DM letter, the
PURLs looked like this:
www.Anglicare.org.au/savin.prasad
DM donors that typed in their
personal URL (didn’t click email),
100% made a donation.
X% click to donate conversion rate
(eDM)
72 DM PURL donors responsible for
24% of total donations (wave 3)
PURL donors $25 higher average
gift.

19. • 14% Christmas Appeal income via mobile donation
• Click to conversion was 2.3% on mobile
• 65 total mobile donations during Christmas Appeal
• 8% income came from text/ SMS
• $208 ave. SMS to donation form
• $98 ave. SMS text reply donation
• $30 ↑ above Give Easy platform average.
SMS/ Mobile results
ROI: 4.00 total income/ spend

20. What did we learn?
(the hard way)

21. PURLs – Cost & Effort

22. PURLs – Cost & Effort
• Cost of PURL $0.05 - $0.20 per donor
• Each “personalisation” test, has a set up cost
• Blackbaud development costs for donation page to
accept PURL query string – query string example:
https://donate.anglicare.org.au/emergency-relief-this-
winter?fname=Shanelle&lname=Newton%20Clapham&e
mail=shanelle@parachutedigital.com.au&add1=2+Ensen
ada+Rd&city=COPACABANA&state=New+South+Wales
&postcode=2251&don=Yes&dondate=&donamt25=173
• Email template click URL coding/ customisation and data
• US/ India supplier – time to brief
• Learning curve – had a theory, needed to test practice.

23. PURLs –
Missed opportunity
• PURL only went in 2nd wave DM
• DM PURL needed a better visual cue/ incentive
• Couldn’t pass Personalised experience to Donation thank
you page
• Google Analytics utm parametre stripped out, reports
affected
• Tracking parametre example
?utm_source=WA17&utm_medium=Email&utm_campaign=
WA17-eDMx

24. Would we do it again?

25. Yes, Tax Appeal 2017
Innovation – Personalised Donor Video + PURL
www.anglicare.org.au/boxed-in-this-winter?url=https://videos.idomo

26. Questions?