Plan and deliver great supporter email journeys | Digital tools and channels conference | 19 October 2017

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Claire Donner, digital strategist, more onion 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

Government & Nonprofit

CLAIRE DONNER
claire@more-onion.com
facebook.com/moreonion

• Reference past activity
• Send further, related actions
• Send reminders

• End artificial Campaigner/Donor
divides
• Connect your asks and your
narratives
• Need central and coordinated data
management

• Great content
• Loyalty communications. How did
their action/donation make a
difference?
RELATIONSHIPS, NOT RESOURCES

• Supporter led
• Welcome journeys and activity-
triggered experiences
WHY BOTHER?

• An email tool with adequate
automation functionality
• Tools integration
• Meticulous
diagramming/documentation
ESSENTIALS

Donations
Engagement
Campaigning
Loyalty

10-15% of all donations made on
campaigning TY pages
[ONGOING TESTING, EXPECTED TO INCREASE]
PREVIOUS RESULTS

10-15% of all donations made on
campaigning TY pages
[ONGOING TESTING, EXPECTED TO INCREASE]
Engaged =
38% of total
PREVIOUS RESULTS

10-15% of all donations made on
campaigning TY pages
[ONGOING TESTING]
Engaged =
38% of total
90% of all regular givers
PREVIOUS RESULTS

Lots of options. Need:
• Email automation functionality
• Systems that talk
Campaignion Mailchimp
TOOLS AND TECH

PLAN
• Integrate, plan, get creative
EXECUTE
• Write emails, setup data systems, automate
TEST AND ITERATE
• Both individual emails and whole strategies
SUMMARY

CLAIRE DONNER
claire@more-onion.com
www.more-onion.com

Scoping
• Establish objectives and audience
• Design campaign actions
• Develop an engagement action (if you can)
• Gather content
Designing the journey

Scoping
Designing the journey
Planning implementation
Data and technology planning

Scoping
Designing the journey
Planning implementation
Integrate testing

Scoping
Designing the journey
Planning implementation
Integrate testing
Launch and iterate

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

Digital tools and
channels: make the most
of your digital presence
19 October 2017
London
#charitydigital
Sponsored by

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