Helen McKenna-Aspell, group head of marketing and income generation, The Charity for Civil Servants 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. @HelenAspell
What do dogs and bots have in common?

2. • PECR consents
• Once – a – year comms
• Digital Giving somewhat lacking(!)
• Data capture not embedded
• Segmentation not in place
• Donation Journey not in place
• Supporter journey not in place
• Changed our field engagement approach
• 3 teams – never the twain shall meet.

3. • GDPR was our frenemy!
• Building blocks
• goDonate
• 3 becomes 1
• Re-work campaigns to deliver reach
• Celebrate failure as much as success
• Test & Learn
• Digital disruption
• We celebrate failure and success
• The dull stuff

4. • The dull stuff
• Income generation modelling
• Segmentation
• More income generation modelling
• What do we count…
• Houston we have a problem…

5. • The groundwork
• Changed the approach to campaigns
• Changed the language
• Critical paths
• Took educated risks
• Upped the pace – a lot!
• We bought shares in the local donut and
coffee shops
• Marketing & Income Generation, Insight &
Analysis and Help & Services locked
ourselves in a room.

6. Mental Health. It doesn’t have to be a difficult
conversation.
• Aligned service development and launch of
digital tools
• DogBot – a routed conversation
• Wellbeing Hub
• Linked ‘help’ to data capture
• Cut-through creative strategy

7. • The income generation model drives all of our activity
• The language has changed – it’s all about the data
• Service development and marcomms are now integrated
• Our activity and critical paths are tied together for 2019 Test &
Learn
• We have now proved that civil servants are willing to engage
with us out of the work place
• Data capture embedded into help and services works
• Now embedded in JaneBot
• Light Touch eligibility check for Digital Services
• Next steps are:
• ChatBots deliver Mindfulness and CBT techniques
• We are investigating AI and robots.

8. naomi.beeson@foryoubyyou.org.uk @_Kevin_Filby@GeorgieCKelham
Helen McKenna-Aspell
Group Head of Marketing &
Income Generation
Kevin Filby
Group Head of Innovation
& Service Design
Naomi Beeson
Head of Insight & Analysis
@HelenAspell
Georgie Kelham
Research & Insight Manger

9. Sponsored by
Charity digital
conference
21 November 2018
London
#charitydigital

10. 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