How digital can win back competitive advantage. CRM for charity communicators conference, 2 December...

PRECEDENT @ CHARITY COMMS

DECEMBER 2 // 2014

HOW DIGITAL CAN WIN BACK

COMPETITIVE ADVANTAGE.

CX SURVIVAL

OF THE FITTEST

@lindzeiy @precedentcomms #precsem

LINDSAY HERBERT,

GLOBAL HEAD OF DIGITAL

WHY DO

WE EXIST?


HIERARCHY OF

HUMAN NEEDS:


HIERARCHY OF

HUMAN NEEDS:

TO THRIVE WE WANT

SELF ESTEEM AND

SOCIAL ACCEPTANCE

TO SURVIVE WE WANT

WEALTH, SECURITY AND

PHYSICAL WELLBEING


WHY DO

YOU EXIST?


MEANINGFUL IDEAS,

INTELLIGENTLY DELIVERED.

”


EVERY ORGANISATION

STARTS OUT BY MEETING

THE NEEDS OF ITS AUDIENCES.


EVERY ORGANISATION



TIME GOES ON.

NEEDS EVOLVE.


OUR SUPPORTERS

ARE DISLOYAL.

”

T H E P E R C E P T I O N


OUR SUPPORTERS

ARE UNENGAGED.

”

T H E T R U T H


✱ They can’t donate easily.

So they don’t give more.

✱ They can’t find advice or support.

So they don’t fundraise.

✱ They hate all the direct mail.

So they don’t refer others.

✱ They can’t see where money goes.

So they warn others.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H


✱ So they don’t give more.


So they don’t fundraise.




So they cancel their direct debit.



T H E T R U T H




✱ So they don’t fundraise.







T H E T R U T H






✱ So they don’t refer others.





T H E T R U T H








✱ So they cancel their direct debit.



T H E T R U T H








✱ So they cancel their direct debit.


✱ So they never come back.

T H E T R U T H

OUR SUPPORTERS

ARE UNENGAGED.

OUR CHARITY IS AT

RISK.

T H E T R U T H


HOW FIT ARE YOU

TO SURVIVE CHANGE?


RATING YOUR

SX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED


HOW DO YOU

ADAPT TO YOUR

SUPPORTERS’

NEEDS?


CULTURE

ANALYSIS

RATIONAL

EMOTIONAL


CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU VALUE YOUR AUDIENCES.


CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU GATHER FEEDBACK AND REACT.


CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOUR CORE OFFER STACKS UP

TO THE REST.


CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU ELEVATE AND DELIGHT

YOUR AUDIENCES.


HOW TO


CAREWITH DIGITAL

IF YOU’RE ENDANGERED,

START WITH:

CULTUREHOW YOU VALUE AYOUR AUDIENCES.

C A R E


IF YOU’RE ENDANGERED,

START WITH:

CULTUREHOW YOU VALUE YOUR AUDIENCES.

C A R E


“ To provide our customers with the most convenient access to media entertainment.”

W H Y D O Y O U E X I S T ?


$29.5M TO $71M

“ To win the fight againstheart disease.”



HOW THE SITE MAKES

BHF A CHAMPION IN:

CULTURE

✱ Puts Supporter Experience first.

✱ Uses feedback and trends to inform decisions.

✱ Ties site performance to SX targets.

✱ Budget set aside for new opps post-launch.


C A R E

ENDANGERED?

NEXT STEPS TO FIX:

CULTURE

C A R E

1. Business case: Audit & competitor benchmark

2. Vision & Roadmap: Senior leader strategic session

3. UX & Design: Test variations, fix critical journeys

4. Prototype new features: Build, deploy, test, enhance


IF YOU’RE EXPOSED,

START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E


$1 BILLION

IN 17 MINS

HOW THE SITE MAKES

BHF A CHAMPION IN:

ANALYSIS

C A R E

✱ Sitecore personalisation and profiling.

✱ All data is collated and stored in Sitecore.

✱ Custom dashboards for events to track behaviour.

✱ Promotes more real-time, two-way engagement.


EXPOSED?

NEXT STEPS TO FIX:

ANALYSIS

C A R E

1. Data & insight strategy: Prioritisation and IT roadmap

2. Audience testing: Guerrilla, group & 1-on-1

3. Goal tracking & reviews: Metrics, tools & brainstorms

4. Social tests: Uncover opps & trial new features


IF YOU’RE A CONTENDER,

TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP

TO THE COMPETITION.

C A R E


HOW THE SITE MAKES

BHF A CHAMPION OF:

RATIONAL

C A R E

✱ Optimises mobile and tablet experiences.

✱ Automates end-to-end processes for fewer errors.

✱ Better UX for critical journeys.

✱ Increases access options for rich content.


CONTENDER?

NEXT STEPS TO FIX:

RATIONAL

C A R E

1. Build a new website: Transactional not informational

2. New mobile offering: Solve real-world problems

3. New social offering: Functionality or service

4. Innovate the offering: Brand new digital services


IF YOU’RE A CHAMPION,

HARNESS THE:

EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR

AUDIENCES.

C A R E


IF YOU’RE A CHAMPION,

HARNESS THE:

EMOTIONALHOW YOU ELEVATE AND DELIGHT

YOUR AUDIENCES.

C A R E


“ To be the most magical place on earth.”



“ To win the fight againstheart disease.”



HOW THE SITE MAKES

BHF A CHAMPION OF:

EMOTIONAL

✱ Personalises journeys to make supporter feel valued.

✱ Brings social element into event participation.

✱ Lets organisers of all types manage events.

✱ Makes fundraising easier and more sociable.


C A R E

CHAMPION?

NEXT STEPS TO BOOST:

EMOTIONAL

1. Content strategy: User focused & goal driven

2. Campaigns & features: Digital-only & multichannel

3. New tech integration: Beacons, wearables, etc.

4. Communities & loyalty: Programmes for ambassadors


C A R E

BUT WHAT

DOES IT

ALL MEAN?


CULTURE

ANALYSIS

RATIONAL

EMOTIONAL


RATING YOUR

SX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED


EVERY ORGANISATION



TIME GOES ON.

NEEDS EVOLVE.


HIERARCHY OF

HUMAN NEEDS:

TO THRIVE WE WANT

SELF ESTEEM AND

SOCIAL ACCEPTANCE

TO SURVIVE WE WANT

WEALTH, SECURITY AND

PHYSICAL WELLBEING


WHY DO

YOU EXIST?


MEANINGFUL IDEAS,

INTELLIGENTLY DELIVERED.

”


CX FITNESS

TEST TIME


THANK YOU.


Visit the CharityComms website to view

slides from past events, see what

events we have coming up and to

check out what else we do.

www.charitycomms.org.uk

CRM for charity

communicators:developing excellent customer

experience

Conference

2 December 2014

London

#charityCRM

How digital can win back competitive advantage. CRM for charity communicators conference, 2 December...

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