Deeper, smarter engagement of donors

– Insight into Modern Marketing

Derek BellMarketing Cube @derek_bell

Claire WytcherleyDiabetes Australia - Victoria

Proudly Sponsored by

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Marketing  7  +  years  ago

Volunteers Door   Knocking

Snail   Mail

Booklets/  Brochures

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People’s  expectations  have  changed

Expect  easy  Access

Social  Media

Demand  Security  &  Privacy

Expect  Mobile/Responsive  Access

Expect  Recognition

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Did  you  meet  Jackson?

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Maybe  you  met  Tracey?

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We  call  this    Modern  Marketing

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This  mornings  session• Deeper  Engagement  

• Digital  Marketing  is  a  disruptive  technology  you  have  to  compete  for  people’s  time  

• Smarter  Engagement  

• How  can  you  enhance  your  Donor/member  experience  &  create  a  long  an  lasting  relationship?  

• A  case  study,  how  did  Diabetes  Australia  -­‐  Victoria  improve  their  donor  engagement  with  Marketing  Automation?  

• Cost  savings  &  an  overall  vision  of  the  future

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What  is  a  disruptive  technology?

iTunes  Launched8

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• People's  expectations  are  now  the  same  across  all  of  their  interactions.  

• Expectations  around  security  and  specifically  where  payments  are  made  are  very  high.  

• Social  now  leads  the  charge  in  many  demographics  and  it's  only  going  to  become  more  so.  

• I  can’t  get  my  71  year  old  mum  away  from  her  iPad!

Digital  Marketing  in  2015

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Deeper  Engagement.

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“It’s  just  as  important  to  engineer  the  experience  as  it  is  to  engineer  the  product  [or  service]”  

Woody  Driggs,  Ernst  &  Young  Global  Customer  Leader

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Source:  How  to  copilot  the  multichannel  journey,  Ernst  &  Young,  2014

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Understanding  your  donor• It’s  April  and  you’re  thinking  about  your  2014/15  Tax  campaign.  

• You  have  168,000  people  in  your  database.  

• You  have  54,400  contacts  with  an  email  address.  

• 34,560  of  these  have  “opt-­‐ed”  in,  you  think!

What  are  you  going  to  do?

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Understanding  your  donor

Jason Pamela

• Opera  &  ballet  

• Grand  children  

• Meals  On  Wheels  

• Gardening

• Rock  Climbing  

• Single,  but  looking  

• Accountant  

• Youth  Mentor

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Developing  Persona’s  helps  you  build  smart  content,  appropriate  to  your  target  donors.

Content   Marketing

Persona  Development

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1.  How  is  this  relevant  to  my  donors/supporters?    2.  What  are  our  success  metrics? 3.  How  do  I  maximise  my  daily  efforts?    4.  What  purpose  does  my  content  serve?    

Content  Marketing  Best  Practices

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A  Process/Methodology  for  Content  Marketing

• PLAN:  Define  your  strategy,  think  3,  6  &  12  months  from  today.  

• PRODUCE:  The  right  content,  the  entire  organisation  should  contribute.  

• PUBLISH:  Know  your  audience.  “Hang”  where  they  “Hang”.  

• PROMOTE:  Blogging,  Social  sites,  your  website.  

• PROVE:  Develop  a  content  marketing  dashboard.

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• Social  shares  

• Goal  conversions  

• Engagement  

• Form  completion  

• Downloads    

• Donation  contribution

• Contest  entries  

• Email  collection

Measuring  Your  Success

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1. Content  marketing  is  the  most  direct  way  to  relay  your  organisation’s  purpose  to  a   mass  audience.    

3. Content  strategy  starts  with  a   mission  statement.  

4. Before  you  map  out  a  content  creation  initiative,  assemble  a  core  strategy  around  value-­‐based  themes  for  your  audience.  

5. Social  communities  are  helpful  places  to  garner  valuable  information  about  how  you  can  better  be  an  information  concierge.  

6. The  key  to  effective  content  planning  and  measurement  is  to  implement  repeatable  processes  for  success.  

7. To  maximise  the  value  of  your  content  output,  consider  the  marketing  activities  surrounding  assets  during  the  idea  phase.  

8. Data  from  content  helps  fuel  smarter  marketing  decisions  and  enable  better  editorial  offerings.    

10. Branding  and  awareness  goals  aren’t  typically  quantifiable  in  terms  of  bottom  line  donation  results.  

11. Marketing  goals  typically  measure  the  number  of  people  who  go  from  the  aware-­‐and-­‐unknown  stage  to  interested-­‐and-­‐known.  

12. Well-­‐timed,  educational  content  that  educates  donors  on  topics  related  to  your  organisation  supports  engagement  effectiveness.  

An  Essentials  Recap  on  Content  Marketing

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What  are  you   going  to  do?

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A. Direct  mail  168,000  people?    B. Email  34,560  people  &  direct  

mail  to  the  balance?

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How  about  engaging  with  people  based  on  

their  expressed  preferences?

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Smarter  Engagement.

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Once  you  understand  your  donor,  it’s  time  to  get  Smarter  

about  how  you  engage.

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How  aware  are  you  of  your  donor’s  online  &   offline  behaviour?

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Do  you  capture,  store  &  engage  donors  based  on  their  expressed  preferences?

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Best  FitWho  are  they?• Single,  25-­‐35  years  old  • Completed  university  • Working  full  time  • Australian  Resident

Active  InterestWhat  have  they  done?• Website  visits  • Form  activity  • Email  click-­‐through  • Social  shares,  retweets

Implicit  DataExplicit  Data

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Implicit  Data

Explicit  Data

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This  is  “Profile”  data  e.g.  Age,  Gender,  Geo,    Marital  Status  etc.

This  is  “Engagement”  data  e.g.  visits  to  your  website/s,  Social,  Email  Opens,  Form    Submissions,  Clickthroughs  etc.

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An  Engagement  score  delivers  a  level  of  insight  right  down  to    

the  individual  donor.  

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Technology  options  for  Modern  Marketers

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The  technology  behind  digital  marketing

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CRM Marketing  Automation

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Redwood&Shores,&California&2&June&25,&2013:&Salesforce.com,[NYSE:CRM],and,Oracle,[NASDAQ:ORCL],announced,today,a,comprehensive,nineDyear,partnership,encompassing,all,three,Fers,of,cloud,compuFng:,ApplicaFons,,PlaIorm,and,Infrastructure.,&h;p://www.oracle.com/us/corporate/press/1964798&

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Marketing  work  hard  to  nurture  donorsUsing  a  marketing  automation  platform,  like  Eloqua  with  the  campaign  canvas,  you  to  create  fully  automated  journeys  for  every  persona  in  your  target  audience  delivering  highly  personalised  and  appropriately  timed  experiences  for  each  person.

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Our data

Our donors

Our processes

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Our data

• 9 different databases • No source of truth • Inconsistent data

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Consolidation Salesforce (CRM) Eloqua

Our data

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Privacy

Source of truth

Our data

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Our donors• Have diabetes • 80% over 60 years old

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Segmenting Communicating Nurturing

Our donors

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Our donorsDonor engagement Email address acquisition Organisational buy-in

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Our processes

• Timely • Expensive • Date + donor knowledge = change

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Our processes

Segmenting Campaign Creation Nurturing

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Our processes

Reduced cost & manual time Confidence Understanding of our donors

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Our data

Our donors

Our processes

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Deeper  Engagement  Smarter  Engagement

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Cost  Savings

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Can  a  strong  digital  strategy,  backed  with  the  right  

technology,  save  you  money?

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Does  your  data  look  like  this?

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CRM

Website  Analytics

Events

Volunteers

Members

Donors

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Or  perhaps  it’s  a  blend?

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Website  Analytics

Events• Volunteers  • Donors  • Members  • Staff  • Suppliers

CRM

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Modern  Marketers                              Data

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Simply  trying  to  push  people  into  digital  channels  is  not  the  

right  strategy.

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Some  resources  for  you

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• Harvard  Business  Review:  https://hbr.org    • McKinsey  &  Co.:  http://www.mckinsey.com    • Oracle  Marketing  Cloud  Blog:  http://www.blog.eloqua.com    • The  Content  Marketing  Institute:  http://contentmarketinginstitute.com    • Meetup:  http://www.meetup.com    • Dollar  Photo  Club:  https://www.dollarphotoclub.com    • My  blog  :-­‐)  http://derekbell.com.au  • Marketing  Cube  Blog:  http://marketingcube.com.au/#c-­‐blogm  

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1. View  donors  as  individuals  2. Build  personas  3. Develop  a  Content  Marketing  Strategy  4. Measure,  measure  and  measure  again  5. Begin  the  discussion  to  discover  how  Marketing  Automation  

can  help  you  build  Deeper,  Smarter  engaging  campaigns.

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In  Summary

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Q&A

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Thank  you

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Marketing  Cube  Suite  2,  Level  3,  85  William  Street  Darlinghurst,  NSW,  2000  Australia  Phone:  02  8244  0007  Email:  derek@marketingcube.com.au  

About  Us  Since  2007  we’ve  assisted  organisations  to  realise  the  rich  benefits  of  marketing  automation  with  Oracle  Marketing  Cloud.  If  you’re  looking  to  drive  superior  Donor/Customer  Experience  (CX),  we  can  support  you  on  that  journey.