Downloaded 28 times
Uploaded byDerek Laney
Take Control of the Donor Journey
This document discusses how non-profit organizations can take control of the donor journey through more effective multi-channel communication, marketing automation, and data integration. It highlights common challenges such as siloed data and the need to engage donors across channels. The presentation provides tips for acquiring, engaging, and retaining donors at different stages of the lifecycle through personalized automated communications on multiple platforms including email, mobile, and social media.
More Related Content
Similar to Take Control of the Donor Journey
Take Control of the Donor Journey
- 1. Take Control ofthe Donor Journey Sydney NFP Breakfast Briefing, 22nd August 2014 @derektweets Derek Laney Director Product Marketing
- 2. Communicate More Effectively Raise More Resources •Multi-Channel Marketing • Email Marketing • Marketing Automation • Social Engagement • Donor Management • Events Management • Volunteer Management • Grants Management Engage and Strengthen Your Community • Social Intranet • Member Community • Affiliate/Chapter Community • Partner Community Deliver Better Programs and Services • Program Management • Case Management • Call Center • Advocacy/Policy Tracking
- 4. Making Siloed Data Usable Being relevant to where donorsare Automate Lifecycle Engagements Optimise Donation Process Common Challenges Reach Mobile Customers
- 5. Overcome the Silo Effect CommonChallenge “Most marketers still manage messaging in specific silos and don’t meet subscribers’ expectations for integrated, synchronized messaging.” Forrester, 2012
- 6. Single Point of Interaction F.R. CRM Stakeholder A StakeholderA Adopting a Stakeholder Centric Approach
- 7. Technology & Data Success •Needed to properly communicate with individuals based on their personal preferences and past donations • Leveraged Microsoft CRM Integration to utilize key subscriber information stored within the application • Increased donor volume and gained global view of subscribers Success Spotlight
- 8. David Turner Digital MarketingSpecialist
- 9. Be Relevant to WhereDonors Are Common Challenge “> 50% of customer interactions happen during a multi-event, multi-channel journey.” McKinsey Research – Customer Journey Transformation, Sept 2013
- 10. Revenue Time (t) LTV (- ) LTV ( + ) ACQUIRE ENGAGE RETAINONBOARD Interactions over the lifecycle
- 11. Web Acquisition Social Acquisition Welcome SeriesBrowse Abandon Promotions Regular Giving Donation Social Engagement & Advocacy Browse Retargeting Donation Abandonment Tax Summary Reengagement Winback SmallAudience Large Audience Events Fundraising Platforms Mobile Acquisition
- 13. 2013-2014 School Year Revenue:$60M From email: $10M
- 14. Donor base: 1,375,000 Teacherbase: 420,000 Transactional Emails: 19 million Open Rate: 44% Campaign Emails: 15 million Open Rate: 20%
- 15. Tips from DonorsChoose.org 1.ARM Ambassadors 2. Build social sharing points 3. Corporate Partnerships AQUIRE 4. Personalized receipts 5. Relevant project updates 6. Relevant recommendations ENGAGE
- 17. Automate Lifecycle Engagements Common Challenge Wemust move from numbers keeping score to numbers that drive better actions. David Walmsley, Head of Multichannel, Marks & Spencer
- 18. Identify Lifecycle Touch Points ExactTarget MarketingCloud Solution New Member Welcome Email Abandoned Donation Notification Donation Thank You & Confirmation Email Monthly Giving Email Event Invitation
- 19. 1. Sponsorship Lifecycle2. Post Gift Donation 3. Campaign Example
- 21.
- 22. Text ‘DONATE’ to 0428030 701
- 23. 0 10 20 30 40 50 60 70 Australia Brazil ChinaFrance Germany Japan UK USA 36.8 35.4 27 18.3 5.9 30.2 31 52.2 13.8 33.1 38.2 28.8 19.6 50.9 43.5 64.6 26.3 46.9 42.3 39.8 24.7 62.2 56.4 2011 2012 2013 Mobile Penetration (Total Population)
- 25. 41% use mobile friendlydesign
- 26. 46% have anapp 70% don’t use location
- 28. The Platform for1:1 Customer Journeys Build a Single View of the Customer Plan and Optimize the Customer Journey Deliver Personalized Content Across Every Channel and Device Measure the Impact on Your Business
- 29. How it Works… JourneyBuilder Predictive Intelligence Customer Data Platform
- 32.