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Digital engagement - acquisition and retention

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Digital engagement - acquisition and retention

  1. 1. Digital engagement <ul><li>Fundraising and campaigning: Online acquisition and retention </li></ul><ul><li>Branislava Milosevic, Head of Digital </li></ul><ul><li>Save the Children </li></ul>
  2. 2. <ul><li>Background </li></ul><ul><ul><li>purpose of digital </li></ul></ul><ul><ul><li>how we plan </li></ul></ul><ul><ul><li>how we measure success </li></ul></ul><ul><li>Story of this year’s activity in the </li></ul><ul><li>context of No Child Born to Die </li></ul><ul><li>Recommendations </li></ul>Overview
  3. 3. What do you think is digital engagement? How digital communications support/could support your organisation's objectives? Group work
  4. 4. Purpose of digital communications <ul><li>Digital communications contribute towards </li></ul><ul><li>achieving organisation’s ambition in five main </li></ul><ul><li>areas: </li></ul><ul><li>Recruitment </li></ul><ul><li>Development </li></ul><ul><li>Brand development </li></ul><ul><li>Cost efficiency </li></ul><ul><li>Innovation </li></ul>
  5. 5. Baseline: Digital KPIs 2010 and planning
  6. 6. Digital KPIs 2010 <ul><li>% of overall income that comes through online (from all different marketing prompts- e.g. DM, press advertising to DRTV) </li></ul><ul><li>up from 3% in 2009 to 6% in 2010 .   </li></ul><ul><li>Visits to the website increased by 20% from 2009 </li></ul><ul><li>Emails brought three times more traffic to our website in 2010. </li></ul><ul><li>  </li></ul><ul><li>Donations amount coming through </li></ul><ul><li>online channels has more than doubled </li></ul><ul><li>Emergency income was up almost 4.5 times . </li></ul><ul><li>  </li></ul><ul><li>Regular giving set up through the website has </li></ul><ul><li>increased almost 4 times both in terms of </li></ul><ul><li>income and number of donors. </li></ul><ul><li>  </li></ul>
  7. 7. <ul><li>Discuss with person next to you </li></ul><ul><li>Do you know what percentage of new contacts and donations come through digital channels?  </li></ul><ul><li>If yes, are you happy with results, if no, what's stopping you? </li></ul><ul><li>How important is it to know this? </li></ul>Group work - evaluation
  8. 8. Digital planning
  9. 9. Planning digital communications
  10. 10. Framework for integrated digital planning
  11. 16. No Child Born to Die launch review <ul><li>Half of all campaign actions (petition sign-ups) were new </li></ul><ul><li>70% of donors new – advertising (e.g. youtube). </li></ul><ul><li>Unsurprisingly, quality traffic comes from </li></ul><ul><li>supporter communications </li></ul><ul><li>Facebook one of our top referrals </li></ul><ul><li>Twitter brought over 14,000 views of the 0-5 film. </li></ul>
  12. 17. Vaccines campaign <ul><li>June 13 – GAVI summit </li></ul>
  13. 18. <ul><li>#passiton </li></ul><ul><li>Reached over 20 million people </li></ul><ul><li>Total mentions/tweets: 10,000+ </li></ul><ul><li>Total re-tweets: 5,000+ </li></ul><ul><li>Unique mentions (by one profile): 2,500+ </li></ul><ul><li>Blogs 130+ </li></ul><ul><li>Petition signatures: 47,444 </li></ul><ul><li>GAVI vaccines fund $4.3 billion, $600m over target </li></ul>
  14. 20. <ul><li>Campaign focus on </li></ul><ul><li>child potential </li></ul><ul><li>Children teaching celebrities </li></ul><ul><li>a skill they were born to do </li></ul><ul><li>6-week programme on ITV </li></ul><ul><li>- programmes 1 to 5 – </li></ul><ul><li>one donation ask </li></ul><ul><li>- programme 6 – fundraiser – </li></ul><ul><li>5 donation asks </li></ul>
  15. 26. <ul><li>Reach 1.3 - 2.3 million over 6 weeks </li></ul><ul><li>Mentions vary from 600 to 1,675 </li></ul><ul><li>368 re-tweets in most popular week 1 </li></ul><ul><li>Sentiment mostly positive </li></ul><ul><li>Negative sentiment mostly from the use of word ‘poverty’ and ‘dying’ </li></ul>Social media: #borntoshine
  16. 27. Supporter journeys Planning by response channel <ul><li>Phone </li></ul><ul><li>Text to donate £5 and £10 </li></ul><ul><li>Mobile (Gift Aid) </li></ul><ul><li>Online – ITV </li></ul><ul><li>Online – our microsite </li></ul>
  17. 29. Top tips for effective supporter journeys online <ul><li>Simplify the journey people need to </li></ul><ul><li>take to complete the desired action </li></ul><ul><li>Make the journey intuitive, </li></ul><ul><li>don’t make people think </li></ul><ul><li>Simplify design </li></ul><ul><li>Reduce clicks leading to </li></ul><ul><li>essential information/action </li></ul>
  18. 30. Impact on business as usual
  19. 33. Donate page results <ul><li>The 3 box version saw an increase of 10% </li></ul><ul><li>in total gift amount compared to the the original donate page. </li></ul><ul><li>Conversion rates improved from the original </li></ul><ul><li>in both revisions </li></ul><ul><li>The number of Regular Gifts increased by an average </li></ul><ul><li>of 29% </li></ul><ul><li>The volume of Standard Cash was up 25% </li></ul>
  20. 34. Group work YOUR WEBSITE What you think works well, what doesn't work that well? - Journeys - Landing pages - Email
  21. 35. Our email activity <ul><li>Our contactable email database grew from 50,000 at the end of 2009 to about 200,000 by the end of 2010 </li></ul><ul><li>Emails are bringing in 10% - 25 % of online income </li></ul>
  22. 36. Online display East Africa appeal Acquisition banners ITV.com banners
  23. 37. Result: Digital KPIs 2011
  24. 38. Digital KPIs 2011 <ul><li>Unique visits, surpassed 2010 total with over </li></ul><ul><li>1 million unique visits </li></ul><ul><li>Cash Gift donations are up 51% on 2010 </li></ul><ul><li>Cash Gift total value is up 36% on 2010 </li></ul><ul><li>Emergency online donations are up 55% this year on 2010 </li></ul><ul><li>  2/3 in July (East Africa) </li></ul><ul><li>Twitter: Up 118% on followers (~13k) </li></ul><ul><li>Facebook: Up 378% on likes(~68k) </li></ul><ul><li>Youtube: Already as many subscriptions </li></ul><ul><ul><li>Channel views are up 69% on last year </li></ul></ul><ul><ul><li>28k referrals to our sites </li></ul></ul>
  25. 39. Recommendations <ul><li>Consolidated cross-organisational </li></ul><ul><li>communications </li></ul><ul><li>Higher online conversion rates </li></ul><ul><li>from digital marketing </li></ul><ul><li>Investment (people, digital technology </li></ul><ul><li>and marketing) </li></ul><ul><li>Use PayPal and develop for mobile </li></ul><ul><li>Mobile friendly site, Gift Aid </li></ul><ul><li>45% of all online income came via PayPal </li></ul><ul><li>Of that 17% from mobile site </li></ul><ul><li>65% conversion rates from PayPal landing page </li></ul>
  26. 40. Questions? <ul><li>[email_address] </li></ul><ul><li>@bubana </li></ul>

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