MEET SAM… YOUR SUPPORTER16Sam supports your cause. After meeting one of yourvolunteers, he became interested and started to support you.Sam donates 10 €/month via SDD. You know his postaladress and build up his giving history in your database.Sam is a frequent visitor of your website.Do you know?Sam listed for your monthly newsletter.He opens your newsletters regularly, actually reads them andsometimes responds by clicking or sending to a friend.Do you know?Sam is your fan on facebook.Do you know?
CONNECT THE DOTS19SamJanssenDorpstraat 19800 Deinzes.email@example.comSamJanssen?Is « Sam Janssen » a uniquecombination in Belgium?5 x « Sam Janssen »in Belgium
CONNECT THE DOTS20SamJanssenDorpstraat 19800 Deinzes.firstname.lastname@example.orgSamJanssenDorpstraat 19800 DeinzeBut… you need to ask more on your web form=
CONNECT THE DOTS21SamJanssenDorpstraat 19800 Deinzes.email@example.comSamJanssen14/05/1973?Is « Sam Janssen » born on 14/05/1973a unique combination in Belgium?YES !=
WE CONNECTED THE DOTSFor one of our fundraising clients, we combinedhis available data + our referential fileswe connected 7500 online individuals to the right donors better single supporter view more consistent communication22
BY THE WAY…firstname.lastname@example.orgSamJanssen14/05/1973It’s his 40th birthday!Don’t forget to senda birthday mail…Thanking him forbeing a loyalsupporter!
SOCIAL IN YOUR SINGLE SUPPORTER VIEW?• How do you integrate social in your single supporter view?• How can you connect social id’s to your supporter data?24DBofflinesocialonline
From: PermessoSubjectline: Waar wonen de Arnauts’en in België?Où sont les Arnauts’ de Belgique?Launch date: Monday 25/02/201326PERMESSO CASE
390.935e-mails sent95%delivered372.410 e-mails delivered106.905 e-mails opened (unique)38.811 unique clicks29%opened36%unique clickson opened 10%unique clickson delivered30
12.816 ID’s31On the First Week(and 20 new/day since…)
CONNECT THE DOTS… SOCIAL32SamJanssenDorpstraat 19800 DeinzeFacebook id 123456=Via e-mail you can link the donor to the right facebook id.For 70 % we received the same e-mail address, for 30 % an additional e-mail.Via Facebook, you can match these id’s with your facebook fan page id’s.
FIND PETITIONERS34Events: ask attendants to sign petition.Signed petitions were dematerialised.All petitioners integrated in Fundraising database.Already donor? Immediate identification and deduplication.E-mail campaign pointing to hosted landing page.Online petitioners directly integrated.Online & social: driving traffic to petition landing page.
PETITION & OPT-IN CAMPAIGN35E-mail campaign sent to 472 000Permesso contacts, next to othertargeted online contactsAsk = sign the petitionOlder age groups respond best.5.454 signed the petition4.621 gave an opt-in
36When possible, identifyingfields were prefilled.Data captureOpt-in gathering
CONVERT PETITIONERS > DONORS37Follow-up telemarketing campaign to all recruited petitioners.« Thanks for signing the petition! »« Please do you want to support us? »Useful contacts:-Answers the phone-Talking to the petitioner in person• Average conversion rate from petitioner to donor: 10 % of useful contacts• Paper petitioners > online• Targeted online > mass contact online
THE CLIENTSmartphoto is a digital photo developer.I want to improve marketing results- Improve ROI by choosing the best addresses- Improve ROI by segmenting of transactional dataBut please…No hassle of implementing RFM segmentation in my system?!No hassle preparing mailing files?!Please help me interpreting all the 111/011/…42
THE CONTEXT43I have a database tracking mostof the buying behavior against anotion of a customer (e-mailaddress, NAL data, account nbr).I want to turn these data into actionableinformation, distinguishing between goodand average clients, monitoring thestrategies to make my customers growinto excellent contributors to mybusiness.But I have no clue how to evenstart this, and I fear this will beexpensive, and cumbersome
THE SOLUTION44clientCRMplatformmonthly extractof NAC +transactionsClientloads onEMMplatformandlaunchescampaignmonthly RFMsegmentationmonthlydq treatment todefine bestaddressreporting:•KPI monitoring• end of yearprevision•budgetingmonthlymailing file withpreparedsegmentation& indication ofbest addressResult =newtransactionsare loadedin the CRMplatform
45• Build a single supporter viewoffline – online - social• Use & combine multiple channels• Read and learn from the data• Keep it accessible: use external skills
WWW.BISNODE.BE/BLOGPresentation & blog post available as from tomorrow46