Fundraising - Modernising donor communicatoins
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This session walks through the steps taken by local charity Framework to modernise donor communications as part of a vital campaign to fight homelessness. The audience will learn which online tools were employed, how this changed team culture and how this is future-proofing the transformative work of Framework.
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Fundraising - Modernising donor communicatoins
- 7. Anyone who gave in this room or does give.
- 9. Depressing content was engaged with more after 9pm https://effinamazing.com/tools/utm-tracking-code-builder https://bitly.com
- 10. Change in Team Behaviour • Instancy • Used social to test messages • Test and change messaging in a day Email Video Letter Social
- 11. What went wrong?
- 12. Key learnings
- 13. We’re not perfect... Keep in touch t: 0115 970 9558 e: fundraising@frameworkha.org tori.harrison@frameworkha.org linkedin.com/in/toriharrison Receive our emails www.frameworkha.org/signup Check us out on social media Framework Charity Framework_HA Framework Charity Framework Charity Framework UK
- 14. Thank you for listening! Tori Harrison Individual Giving Manager
Notas del editor
- Futuristic – not so much as you might think. It’s a blend – USA.
- Some really cool examples of modern marketing for charitable causes include Charity Water and Battersea Dogs Home – Looking for you.
- Homelessness stats in recent years / Framework’s reduced recipients GDPR / CHANGE NEEDED.
- For Framework: Higher need during Winter (Christmas difficult in retail – homelessness – restaurants – Grinch. Going into winter 2018…
- Help and advice from Hallam. Needed to move from 2017 send a letter send the same info in a couple of emails, hope for impact, send out letter as an email. To… 15 more emails in the same period. Not fatigued.
- Higher level of content sent. This also made us more creative and gave opportunities respond to external influences. Best performing email was Black Friday. Gap between those who have and don’t was very clear, supported by math and real-world charity spend. Later what we also learnt is that people don’t respond well to this messaging between Christmas and NY.
- Sad stories stuck a chord with more people later at night and by using utm links we were able to collect data on exactly what people were engaging with and we could compare which areas of the campaign performed best. The UTM tracking is invaluable as was used in tandem with bit.ly
- What else did we learn – how did we change as a team? Streams of the appeal diversified and strengthened with a higher level of content. Team behavior changed test – learn test. Instead of send and wait.
- Ran out of content / Not as personal as it could have been – we didn’t use all the data / Automation not in place / Video too long – no obvious funds raised from video / Proofing process / new team members enabled greater output but added risk.
- What we learnt to go forward with: What works offline doesn’t work online / But don’t throw the baby out with the bath water – our traditional direct mail still raised £6K / Be responsive and change team culture! (identify processes and build time in to test and proof content and use all data possible) / Donor centric (Supporter Mary White from Mansfield made it her life’s goal to end homelessness in Mansfield. She wrote a book and would do anything she can for Framework. So the least Framework can do is speak to her exactly how she wishes and inform her of what is relevant to her when she wants to hear it.) So Framework is transforming the way we work for the benefit of donors, people who need us and future-proofing the charity.
- We’re not perfect, we don’t have an enormous team to do this, an enormous marketing budget (DYK that a very well know cat charity spent £950K on social media last year?) We don’t have someone hired to look after Twitter. But what we do have is the ability to test and learn, some nifty tools to try out and some people working at Framework who truly care about local people who are under threat of or who have lost their homes. I hope by sharing what we did last year that other organisations will gain confidence to try new things to support the good work you do. If you’d like to talk to me further or keep up to date with what we’re testing and how we’re helping at Framework then please sign up for receiving our enews and find us or me using the info onscreen now. Thanks for listening.