Face to face acquisition in a digital age

Face-to-Face acquisition in a digital age:

making the most of technology in

engagement

Martin Jervis [email protected]

Ipad-bk.wmv

Peak of Inflated

Expectations

Technology

Trigger

Slope of

Enlightenment

Trough of

Disillusionment

Plateau of

Productivity

Face-to-Face acquisition in a digital age:


engagement

Digital: SFW

Interest

Technology

Acquisition

Engagement

Content

Technology

Acquisition

Engagement

Ipad-bk.wmv

• Face-to-Face acquisition in a digital age:


engagement

• PDAs

• iPads1

• Interweb

1 Tablet of any shape or form

Digital: SFW

iPad – just another PDA?

Capturing Value

Mobile technology automates the collection of data, eliminates

time delay and transcription errors, and delivers improvements in

quality, retention and speed of payment. It can significantly

reduce costs (e.g. Fundraisers printed forms, printed welcome

packs), and allows us to start any campaign much more quickly.

Its also environmentally friendly.

Some degree of productivity improvement

Some degree of fulfilment rate improvement

Faster payment and thank you o Instant Payment

Instant e-mail/SMS confirmation

Much better data capture o Data Validation

o Data Verification

• by MOF

• attrition data

http://en.wikipedia.org/wiki/Blue_Ocean_Strategy

How o Browser

o Bespoke Software

o “App”

Looks more professional o lends credibility at the door/event

o Use of video helps - gives the donor/client piece of mind

o Data Security - donor’s personal information, fully encrypted

Less paperwork and administration, and environmentally

friendly

Better complaint handling

GPS tracking of iPads/FRs

Good recruitment tool

Faster Set up and Commencement of new Campaigns

Fraud Reduction

iPads are a more interactive experience...

LTV....

The Science of Conversation?

12/4/2012 12/4/2012 F2F – The digital revolution

UNICEF

2011-2012 test campaign

2012 In-house F2F iPad test

Overall impressions:

The technology worked at least as well as paper

Rapid response to technical issues is vital in early stages

Positive feedback from both fundraisers and public

Will remain method of choice for US roll-out

How o Browser

o Bespoke Software

o “App”

Looks more professional o lends credibility at the door/event

o Use of video helps - gives the donor/client piece of mind

o Data Security - donor’s personal information, fully encrypted

Less paperwork and administration, and environmentally

friendly

Better complaint handling

GPS tracking of iPads/FRs

Good recruitment tool

Faster Set up and Commencement of new Campaigns

Fraud Reduction

iPads are a more interactive experience...

LTV....



Fundraiser Leaderboard

12/4/2012 F2F – The digital revolution

NB. The real unfulfilment rate for paper is higher than 24.86% because paper signups take 3-4 working days to be entered into database. Cancels received before the data is entered are excluded (est. 2-3%).


UK • Battersea Dogs and Cats Home • National Deaf Children’s Society • 13 Campaigns via 6 others

USA + Canada • Children International • UNHCR • 4 others

We have seen a dramatic increase in email capture. The increase

was very natural so much so we made it mandatory.

May June July August September October

Email Capture %

iPad Key Benefits

“We have recruited 2,843 new and regular givers using iPads (on

the door and private sites) accounting for 23.46% of our overall

recruitment figure.”

“Average gift is £8.60 and we’ve seen a marked decrease in

attrition with a 21% reduction in no show rates and a 14%

reduction in month 1 & 2 attrition combined.”

Liz Tait,

Director of

Fundraising,

Battersea

Dogs & Cats

Home

Testing big ticket wins

The Science of Conversation

iPad sign up to first active donation is an average

of 29% Faster!

Test!

Testing for WWF in Russia

•Private site activity in shopping malls

•Android tablets

•Live sign-up to mirror landing page on WWF website

•Credit card monthly donations


Meeting the Highest Regulatory Standards

Fundraising Initiatives is compliant with regulatory standards in each of

the countries in which it operates. Fundraising Initiatives was a leader

in establishing the Public Fundraising Regulatory Association (PFRA) -

a regulatory body in the United Kingdom dedicated to high standards

Legal Open

Honest Respectful

We believe that the incremental investment Fundraising

Initiatives makes in this area is money very well spent in

helping protect the integrity of the brand of our Charity

Partners, their relationship with their donors and the

professional image of F2F as a whole. Our Charity

Partners happily agree to make that investment

with us.

of quality, transparency and integrity. The PFRA regulates the use

of Face-to-Face fundraising by charities and professional

fundraising organisations and works with the relevant authorities to

ensure that fundraising sites are used appropriately.


Cash

There are long-term savings to be made. Such as origination and print of

triple carbon mandate forms £1 per mandate

Originate, print and laminate 'presenters‘ fundraisers carry, and A4 folders. £500-£1,000 pm

Staff £1,500 pm

Quality

Invalid bank details “eliminated” plus faster handling of complaints issues.

Security

Transport and storage of mandates. Remote lock and wipe

Control

eg if not enough Skype IDs captured: remotely make it a compulsory field.

Motivation

Fundraisers and managers see stats in real-time: average age, average

gift, how much they have generated for charity between all their donors etc

http://changefundraising.blogspot.ie/2012/05/why-were-switching-to-ipads.html

Invest or Bank?

Me

‘I don’t know any other business area that gives its potential customers such a consistently unpleasant experience yet still expects to prosper.’

Putting the Magic in Conversations

‘To make matters worse, it refers only to our friends, people who have given at least two donations to a favoured charity.’

Professor Adrian Sargeant

‘Not many businesses would survive if they lost a third of new customers in their first year, yet this statistic is commonplace in our sector.

Fundraising isn’t about money...

It’s about work that urgently needs doing.

It’s about one person talking to another

about something they both care deeply

about.

It’s about inspiring people to believe they

can make a difference, then helping them to

make it.

Me

Break down the silos!


We are failing to raise billions of pounds of net income, because of the way we

look at costs of fundraising, and the way we treat donors and supporters.

Custom Build the F2F Journey

• Channel

• Medium

• Age

The Story

• Act I

• Act II

• ActII

• .......

Give us your money only if we can show

you what a difference it makes and how

great you’ll feel when you give it. Test!

Step Change

iPad

and (data)

Refine

Test

Analyse

Think!



Results so far...

•1 month attrition reduced from 13% to 9%




Golden rule # 1: Capture the right data (mobile numbers and e-mail addresses)

Golden rule # 2: Don’t be afraid to keep in touch!

Putting the Magic in Conversations ?

12/4/2012



Having more Conversations Having better Conversations

Putting the Magic in more Conversations

http://www.youtube.com/watch?v=a2fRPUS2Lio

The F2F Journey

The Art of Conversation


Markets Needs

• Data Testing Data Testing Retention

• Segment

• Donor Stewardship

• Stories

• Compliance

• Ownership

Technology

• Acquisition

• Engagement

• Supply Chain

Peak of Inflated

Expectations

Technology

Trigger

Slope of

Enlightenment

Trough of

Disillusionment

Plateau of

Productivity

Test!

The F2F Journey

The Art of Conversation


Markets Needs

• Data Testing Data Testing Retention

• Segment

• Donor Stewardship

• Stories

• Compliance

• Ownership

Technology

• Acquisition

• Engagement

• Supply Chain

The Magic of Conversation !

Martin Jervis @mjervis [email protected]

mailto:[email protected]




Face to face acquisition in a digital age

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