DIY digital strategy, Festival del Fundraising
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Learn how to create your own digital strategy - one that will last for many years, and does not have to change with the latest fad. One that will make sure you actually achieve some of your organisation's goals.
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DIY digital strategy, Festival del Fundraising
- 1. DIYdigital strategy © Beate Sørum 2017 @BeateSorum #FFR17 🔧
- 2. 🚀(a rocket)
- 3. the problem
- 6. ✉
- 7. ✉ 👍 👍👍 👍 👍
- 8. ✉ 📹 👍 👍👍 👍 👍
- 9. ✉ 📹 👍 👍👍 👍 👍
- 10. ✉ 📰 📹 👍 👍👍 👍 👍
- 11. «the marketing department own our social media»
- 18. (some of) the things we call digital fundraising:
- 19. (some of) the things we call digital fundraising: • payment online (landing pages, forms)
- 20. (some of) the things we call digital fundraising: • payment online (landing pages, forms) • crowdfunding
- 21. (some of) the things we call digital fundraising: • payment online (landing pages, forms) • crowdfunding • peer to peer fundraising
- 22. (some of) the things we call digital fundraising: • payment online (landing pages, forms) • crowdfunding • peer to peer fundraising • email-programs
- 23. (some of) the things we call digital fundraising: • payment online (landing pages, forms) • crowdfunding • peer to peer fundraising • email-programs • sms
- 24. (some of) the things we call digital fundraising: • social media• payment online (landing pages, forms) • crowdfunding • peer to peer fundraising • email-programs • sms
- 25. (some of) the things we call digital fundraising: • social media • apps • payment online (landing pages, forms) • crowdfunding • peer to peer fundraising • email-programs • sms
- 26. (some of) the things we call digital fundraising: • social media • apps • ads online • payment online (landing pages, forms) • crowdfunding • peer to peer fundraising • email-programs • sms
- 27. (some of) the things we call digital fundraising: • social media • apps • ads online • video / VR • payment online (landing pages, forms) • crowdfunding • peer to peer fundraising • email-programs • sms
- 28. (some of) the things we call digital fundraising: • social media • apps • ads online • video / VR • various viral shit • payment online (landing pages, forms) • crowdfunding • peer to peer fundraising • email-programs • sms
- 29. (some of) the things we call digital fundraising: • social media • apps • ads online • video / VR • various viral shit • analysis • payment online (landing pages, forms) • crowdfunding • peer to peer fundraising • email-programs • sms
- 30. (some of) the things we call digital fundraising: • social media • apps • ads online • video / VR • various viral shit • analysis • new payment methods • payment online (landing pages, forms) • crowdfunding • peer to peer fundraising • email-programs • sms
- 31. (some of) the things we call digital fundraising: • social media • apps • ads online • video / VR • various viral shit • analysis • new payment methods • payment online (landing pages, forms) • crowdfunding • peer to peer fundraising • email-programs • sms CCBY-SA2.0:flickr.com/banger1977/
- 38. online campaign signature direct conversion online? e-mail program? telephone? digitalteam €€€ € €
- 40. online campaign signature direct conversion online? e-mail program? telephone? phone budget digital budget digitalteam €€€ € €
- 41. online campaign signature direct conversion online? e-mail program? telephone? phone budget digital budget digital budget digitalteam €€€ € €
- 47. @thalesnibsoeer
- 48. @thalesnibsoeer
- 50. - Every fundraising director in the world, post Ice Bucket «Make me a viral hashtag please.»
- 51. – Me «No.»
- 52. «Not everything that can be counted counts, and not everything that counts can be counted» - William Bruce Cameron
- 58. our digital report • website visits • most read articles web 1. This cool blog post 2. That awesome article 3. Letter from the CEO • facebook likes • facebook engagement Jan Feb March April 10 000 12 000 9 000 10 000 Jan Feb March April 5 700 5 724 5 932 6 103 Jan Feb March April 123 2 392 343 291
- 59. the solution! ✓
- 60. we need long term goals and KPI’s that matter
- 61. common responsibilities 👧 👧👧👧 👧 👧 common goals ⬇
- 62. business goals
- 63. business goals goals for digital
- 64. business goals goals for digital goals for [channel]
- 65. business goals goals for digital goals for [channel] KPIs
- 66. business goals goals for digital goals for [channel] KPIs action plan
- 67. the recipe
- 68. ⌖find the right goals
- 70. h/t @idaaa
- 72. h/t @idaaa
- 73. h/t @idaaa
- 74. h/t @idaaa
- 77. 👍no use to the organisation
- 78. «we need to increase engagement and reach»
- 80. «Think of the children in Africa», we were told when we were kids and would not finish our meal. Millions of children in East Africa are starving right now - maybe our children need to know that not everyone is as lucky as they are? We are curious to know how you feel - is this still okay to say? Yes! No!
- 82. 👍nobody helped us solve the problem
- 83. «we need more people talking about our brand»
- 88. we must go back to our purpose
- 91. how many people signed the petition?
- 92. h/t @idaaa
- 93. •strategy documents •annual reports •statutes, vision •board statements •CEO statements •interviews •key income and expenditures look for goals:
- 94. 1. Meet more people 2. Increase income 3. Increase loyalty 4. Improve position business goals
- 97. how many people sent a text?
- 99. how many interacted with their sponsored child?
- 100. •acquire new donors •more followers •good menu structure •interactive content •improve retention •more leads •good donation forms which ones are goals?
- 101. •acquire new donors •more followers •good menu structure •interactive content •improve retention •more leads •good donation forms which ones are goals?
- 102. goal vs instrument what we want how we’ll do it
- 103. goal vs instrument what we want how we’ll do it Reduce costs
- 104. goal vs instrument what we want how we’ll do it Reduce costs Self service
- 105. goal vs instrument what we want how we’ll do it Reduce costs Increase income Self service
- 106. goal vs instrument what we want how we’ll do it Reduce costs Increase income Self service Good forms
- 107. goal vs instrument what we want how we’ll do it Reduce costs Increase income Improve retention Self service Good forms
- 108. goal vs instrument what we want how we’ll do it Reduce costs Increase income Improve retention Self service Good forms Good stories
- 109. good goals provide direction, without detailing the solutions
- 110. objectives partial objectives KPI’s More people met Increase income Increase loyalty Improve position
- 111. objectives partial objectives KPI’s
- 112. objectives partial objectives KPI’s More people met + help line + people using shelter + people for food service + attendees at events
- 113. objectives partial objectives KPI’s More people met + help line + people using shelter + people for food service + attendees at events Increase income + monthly givers + one time / leads + money raised at events + petitions signed
- 114. objectives partial objectives KPI’s More people met + help line + people using shelter + people for food service + attendees at events Increase income + monthly givers + one time / leads + money raised at events + petitions signed Increase loyalty + members + increase lifetime + more contact info + more volunteers
- 115. objectives partial objectives KPI’s More people met + help line + people using shelter + people for food service + attendees at events Increase income + monthly givers + one time / leads + money raised at events + petitions signed Increase loyalty + members + increase lifetime + more contact info + more volunteers Improve position x % know of ..x x % of people under 45 know ..x + press mentions + applicants for our jobs
- 116. objectives partial objectives KPI’s More people met + help line + people using shelter + people for food service + attendees at events Increase income + monthly givers + one time / leads + money raised at events + petitions signed Increase loyalty + members + increase lifetime + more contact info + more volunteers Improve position x % know of ..x x % of people under 45 know ..x + press mentions + applicants for our jobs NUMBERS ARE NEVER A GOAL!
- 117. objectives partial objectives KPI’s More people met + help line Help line + people using shelter More calls + people for food service More chats + attendees at events Higher quality score Increase income + monthly givers Shelter + one time / leads New arrivals + money raised at events # of bed days + petitions signed % of beds occupied Increase loyalty + members # of ppl naming website as source + increase lifetime + more contact info + more volunteers Improve position x % know of ..x x % of people under 45 know ..x + press mentions + applicants for our jobs
- 118. objectives partial objectives KPI’s More people met + help line Help line + people using shelter More calls + people for food service More chats + attendees at events Higher quality score Increase income + monthly givers Shelter + one time / leads New arrivals + money raised at events # of bed days + petitions signed % of beds occupied Increase loyalty + members # of ppl naming website as source + increase lifetime + more contact info + more volunteers Improve position x % know of ..x x % of people under 45 know ..x + press mentions + applicants for our jobs KPIs that matter
- 119. objectives partial objectives KPI’s More people met + help line Monthly donors + people using shelter Number signed up online + people for food service One time / leads + attendees at events Number of one time gifts Increase income + monthly givers Number of one time donors + one time / leads Events + money raised at events Number fundraising online + petitions signed $ raised online Increase loyalty + members Petitions + increase lifetime Number of petitions started + more contact info Avg. # of signatures pr petition + more volunteers Quality of leads (db index) Improve position x % know of ..x x % of people under 45 know ..x + press mentions + applicants for our jobs KPIs that matter
- 120. ⋆ storytelling ⋆
- 121. ⋆ storytelling ⋆
- 122. beginning and end firstobstacle trial The hero’s journey theroadback Christopher Vogler
- 124. why do we tell stories?
- 125. we are not entertainers © Plan Norway
- 126. “ Fundraisers have the best stories in the world to tell, and the best reasons for telling them . Ken Burnett
- 127. who do we want to talk to?
- 128. primary target audiences 1. Patients 2. New donors 3. Existing donors indirect audiences 4. government 5. media 6. health care professionals who we put first matters
- 129. primary target audiences 1. Patients 2. New donors 3. Existing donors indirect audiences 4. government 5. media 6. health care professionals who we put first matters
- 130. primary target audiences 1. Patients 2. New donors 3. Existing donors indirect audiences 4. government 5. media 6. health care professionals who we put first matters
- 131. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
- 132. ?????
- 133. The head bone connected to the neck bone, The neck bone connected to the back bone, The back bone connected to the thigh bone, The thigh bone connected to the knee bone
- 134. i got that.
- 135. «but the government is our most important constituent»
- 136. government first
- 137. «people» first
- 138. government second
- 139. you arenot the user
- 140. FIND OUT WHAT THE TARGET AUDIENCE NEEDS • talk to «the phone people»
- 141. FIND OUT WHAT THE TARGET AUDIENCE NEEDS • talk to «the phone people» • web statistics
- 142. FIND OUT WHAT THE TARGET AUDIENCE NEEDS • talk to «the phone people» • web statistics • interviews
- 143. FIND OUT WHAT THE TARGET AUDIENCE NEEDS • talk to «the phone people» • web statistics • interviews • focus groups
- 144. FIND OUT WHAT THE TARGET AUDIENCE NEEDS • talk to «the phone people» • web statistics • interviews • focus groups • questionares
- 145. FIND OUT WHAT THE TARGET AUDIENCE NEEDS • talk to «the phone people» • web statistics • interviews • focus groups • questionares • user testing
- 147. Digital maturity Modell fra Netlife Research
- 148. Chaos Digital maturity Modell fra Netlife Research
- 149. Chaos Structure Digital maturity Modell fra Netlife Research
- 150. Chaos Structure Targeted Digital maturity Modell fra Netlife Research
- 151. Chaos Structure Targeted Innovation Digital maturity Modell fra Netlife Research
- 152. get an overview facebook • brand page • fun-run page • campaign page 1 • campaign page 2 • awareness campaign web • main site • fun-run signup page • campaign page 1 • campaign page 2 • awareness campaign site other • main instagram • fun-run instagram • brand twitter • CEO twitter • CEO blog • brand blog • programs blog • Snapchat • programs app • retention app
- 153. used a lot not used much does not need a lot of resources needs a lot of resources
- 154. used a lot not used much does not need a lot of resources needs a lot of resources make it a priority
- 155. used a lot not used much does not need a lot of resources needs a lot of resources Improve make it a priority
- 156. used a lot not used much does not need a lot of resources needs a lot of resources Improve Eh, why not..? make it a priority
- 157. used a lot not used much does not need a lot of resources needs a lot of resources Improve omg, stop it! Eh, why not..? make it a priority 😳
- 158. business goals user needs FIND THE OVERLAP
- 159. business goals user needs FIND THE OVERLAP
- 161. Channel Goal Partial goal KPI Owner
- 162. Channel Goal Partial goal KPI Owner website Increase income More regular donors # of RGs Beate More one time donations # of gifts
- 163. Channel Goal Partial goal KPI Owner website Increase income More regular donors # of RGs Beate More one time donations # of gifts Improve retention Prove impact Read time on stories Letter to sponsored child % who send lette
- 164. Channel Goal Partial goal KPI Owner website Increase income More regular donors # of RGs Beate More one time donations # of gifts Improve retention Prove impact Read time on stories Letter to sponsored child % who send lette Save money Fewer unnecessary calls # of calls
- 165. Channel Goal Partial goal KPI Owner website Increase income More regular donors # of RGs Beate More one time donations # of gifts Improve retention Prove impact Read time on stories Letter to sponsored child % who send lette Save money Fewer unnecessary calls # of calls Newsletter Improve retention Gifts from emails conversion-% Not Beate High opening rate Opening rate over 60% More subscribers # of subscribers
- 166. Channel Goal Partial goal KPI Owner website Increase income More regular donors # of RGs Beate More one time donations # of gifts Improve retention Prove impact Read time on stories Letter to sponsored child % who send lette Save money Fewer unnecessary calls # of calls Newsletter Improve retention Gifts from emails conversion-% Not Beate High opening rate Opening rate over 60% More subscribers # of subscribers Facebook Snapchat
- 170. 📢find the right voice
- 173. «Ontario to restrict use of pesticide linked to bee deaths [link]»
- 175. «The nature lover»
- 176. Enthusiastic Knowledgable Not a professor! A voice for nature Informal Helpful A little geeky «The nature lover»
- 177. Enthusiastic Knowledgable Not a professor! A voice for nature Informal Helpful A little geeky Voice and tone create unity «The nature lover»
- 178. «Ontario to restrict use of pesticide linked to bee deaths [link]»
- 181. «Yes! You have stopped Ontario from using this pesticide that kills bees! We’re buzzzed! [link]»
- 183. I love that @Kreftforeningen takes the to comment on people’s photos from the fundraiser i social media. #kredz # krafttakmotkreft
- 184. 20.000 thank you’s
- 185. «Thank ALL the donors» Source: fundraisergrrl.tumblr.com
- 186. «Thank ALL the donors» Source: fundraisergrrl.tumblr.com
- 187. donors, volunteers VOICE:• friendly • professional • informal • grateful • impressed • helpful • engaged • credible
- 189. «lol! that’s lit af fam»
- 194. «We just wanted to reach a younger audience» (Marketing director, paraphrased)
- 197. voiceandtone. com
- 199. voiceandtone. com
- 200. goals 1. This 2. That 3. Those things channel map Channel Goal Partial KPI WEB €€€€ More RG # RG € Gifts # gifts FACEBOOK Not likes.. our voice 1. This 2. That 3. Those things 1. This 2. That 3. Those things we say we do not say
- 204. increase income • better donation form • more facebook ads • major donor Facebook group • create e-mail program • redesign to get more sponsor interaction reduce costs • redesign login page for self service • •
- 205. difficulty, high difficulty, low importance, low importance, high
- 206. difficulty, high difficulty, low importance, low importance, high
- 210. organise the work
- 211. common responsibilities 👧 👧👧👧 👧 👧 common goals ⬇
- 214. Your new digital strategy • Business goals -> digital goals
- 215. Your new digital strategy • Business goals -> digital goals • KPI’s that matter
- 216. Your new digital strategy • Business goals -> digital goals • KPI’s that matter • Prioritised target audiences
- 217. Your new digital strategy • Business goals -> digital goals • KPI’s that matter • Prioritised target audiences • Channel selection
- 218. Your new digital strategy • Business goals -> digital goals • KPI’s that matter • Prioritised target audiences • Channel selection • Organisation
- 219. Your new digital strategy • Business goals -> digital goals • KPI’s that matter • Prioritised target audiences • Channel selection • Organisation • Action plan
- 220. 👍