Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
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Transcript of Fund Raisin Digital Pops breakfast event with Charles Russell - 24.10.12
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Understanding supporters
better through digital
Dan Martin, Strategy Director, Chameleon
Jaclyn Wilkins, Associate, Charles Russell
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Understanding supporters
DATA
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Data is for geeks
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It’s OK to be a data geek though
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Flickr: kenfagerdotcom
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• Postal
• Face-to-face
• Events
• Community
Where do you get the data from?
• Website analytics
• Social insights
• Supporter preferences
• Surveys
• Email interactions
• Marketing campaigns
Those are some online sources, but…
What about offline?
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The data cycle
Collect
Analyse Use
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The legal stuff…
• Don’t forget your data protection obligations!
• Consider what information you want to collect and what you need to use it for
• Are you dealing with personally identifiable information?
• Remember the first and second data protection principles
• Get it right from the start!
• Data sharing with the charity’s trading company
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The legal stuff…
• Website Analytics – don’t forget the
new cookies law!!
• Marketing campaigns by post or email – don’t forget your obligations under the Privacy Regulations and obtaining the appropriate consents
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Data
• Active vs. passive data collection
• Analysing data
• Using data
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Active data
collection
Flickr: cbcd04
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Surveys
• Quick, easy, powerful to deploy
• Need to ensure you build the survey to get insights you can analyse and act on
• Learn about your supporter segments
• Make sure you can filter responses by channel
• Keep them short and focus on what you want to find out
– ‘We think XYZ and need validation’
– ‘We know we don’t know ABC and need to gather info’
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Flickr: ausnahmezustand
Who are your supporters?
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How many audience segments do you have?
• 1-10
• 10-20
• 20-30
• 30+
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What’s our experience?
• 10 clients
• Total Audience segments / 10
Average number of audience segments? 39.4
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Segmenting supporters – example – Fundraiser
Fundraisers
Events fundraiser vs. community fundraiser
Challenge events fundraiser vs. sporting events fundraiser
First time challenge events fundraiser vs. repeat challenge events fundraiser
Successful first time challenger events fundraiser vs. under-performing first time challenge events fundraiser
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Some real client examples
• Medical research charity learned there was a gap in their website content for a specific supporter segment – helped them focus on a content strategy to plug that gap
• Membership org shifting focus to fundraising were able to validate that changing the wording of their offering increased understanding of the supporter base of what they were funding
• Health charity found Facebook fans more likely to give and preferred sponsorship / pledges, compared to website users who were less likely to give and preferred regular giving, so they could then tailor asks and propositions
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Passive data
collection
Flickr: SilentMode
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Passive data collection – a sliding scale
Generic non-personal
Specific non-personal
Specific personal
Most analytics data e.g. Top content Time-on-site Pages per visit
Most Facebook data e.g. Marital status Gender Declared interests
Device data e.g. Cookies IP Address Mobile number
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The legal stuff…
• Again, don’t forget your obligations under the Data Protection Act and the Privacy Regulations about consent
• Look at what data you would like to collect and how you want to use it
• Then think about the consents you might need – what expectations are you setting for the individuals concerned?
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Analysing data
Flickr: Machine Project
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Analysing data to learn about supporters
• Focus is crucial
– What segment do you want to know about?
– What behaviour do you want to investigate?
– What objective are you hoping to achieve?
• Good examples:
– Supporter paths -> conversion
– Segment engagement scoring
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Spotting trends
• Data is great for trends!
• But data on its own isn’t enough – you really need insights to add on top to add context
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Using data
Flickr: wscullin
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Targeting known segments on Facebook
Specific bird-related interests
only
UK targeting
45+ years old
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Using data to maximise giving
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Behavioural targeting - remarketing
62% uplift in newsletter registrations / educational material registrations
Average donation 67% higher for conversions via remarketing
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The legal stuff…wrapping up
• Think about:
– What data you want to collect
– How you want to use that data
– What consents/procedures do you need to follow in order for you to legally achieve what you want to do with the data
• Remember to check:
– Your privacy policies
– Your consent wording when collecting personal data
– Are you compliant with the new cookies law?
• Getting it right from the start will make things easier
• Remember the PR consequences!
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• Data love
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Using content to mobilise
supporters
Jeremy Davis, Commercial Director, Chameleon
Vanessa Barnett, Partner, Charles Russell
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“Mobilising supporters”
Forms, SMS, share, comment
Context
Design Content
Emotional
engagement
• Moved, touched,
inspired, motivated
Conversion
• Opportunity to take
action/complete
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Content
Context Design
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photo: bluewolf.com
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Search
Photo: fanpop.com
Photo:
pasadosafehaven.org
photo: AP / Obed Zilwa
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You are a publisher
Hierarchy of messaging
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Content is not just what’s on your website (it’s anywhere
where you interact with your target audience )
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What makes effective content?
• Strategic – it knows who it’s for and what it wants to achieve
• It is context-appropriate
• It is unique, compelling & action-orientated
• It is shareable – think in terms of chunks of content
• Keeping content legal - copyright
Flickr: ollesvensson
Flickr: naixn
Flickr: grendelkhan
Flickr: p_a_h
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Getting the rights in
• Creating new content
– Commercial production
• Assignment always preferable!
– User generated content
• Assignment unlikely, but very wide licence
• Employees/consultants
• Using existing third party content
– Commercial licence
• Content libraries
• Creative Commons
• Be careful licence rights wide enough
– Exclusive/non-exclusive
– Territory
– Media
– Devices
– Language
Flickr: phpphoto 2010
The ‘right’ to ‘share’
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Context
• What is the context?
– What are they doing?
– Screen sizes always change (iPhone5, Kindle Fire, Internet TV, etc)
• Responsive design vs platform-specificity
– E.g. Mobile
– 20% of Facebook mobile users are mobile-only
– Non-responsive: http://www.oxfam.org.uk/
– Responsive: http://worldwildlife.org/
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What to do?
• 1st step in most web projects now is content strategy
– What do you have?
– What do you need?
• The 3 Ps (and an M and a T):
– People
– Places
– Production (you or 3rd party? – cf Red Bull)
– Measure
- Test
- Keeping it legal – advertising rules
Don’t forget advertising rules
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Informal guidance
• Disclosure of paid promotions or endorsements.
• Use ‘#ad’ hashtag or #spon if someone has been paid to promote your organisation.
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Put the papaya down, Orlando
http://www.guardian.co.uk/business/2012/sep/19/waitrose-twitter-hashtag
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Design & emotional engagement
“Design is an opportunity to continue telling the story, not just to sum everything up.” – Tate Linden
Example: Charity Water
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Emotional Response Testing (ERT)
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Content
Context Design
Content
Context
Design
