How to plan for effective growth
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Transcript of How to plan for effective growth
© 2012 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited.
Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be
reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited.
Experian Public.
Tips of how to plan for effective growth
Ian Welch
2 © 2012 Experian Limited. All rights reserved.
Overview
Living standards in the UK have been hit since the onset of recession in 2008 by higher unemployment, higher taxes, and failure of wages to keep pace with the cost of living
The impact is that households are having to make more informed choices on how they spend their disposable income
Yet the need for charitable income increases
every year
► Increased economic hardship
► Impact of environmental change
Media fragmentation
► Plethora of cheaper & data rich digital channels
Increase pressure to justify investments in fundraising
3 © 2012 Experian Limited. All rights reserved.
Understand where you are & how you engage with your supporter base?
Be clear on your fundraising objectives in the medium and long term
Plot the touch points of supporter interaction – when and how do you talk to people?
Understand how & what data is captured from each touch point?
Is the data you hold on supporters in a single source
How accurate is that single source?
1. Preparation is vital for success
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An accurate view of the supporter data will help you identify where the gaps are
What you should know
► Where they live and their contact information
► How much and when did they donate or volunteer
► What type of donation was it – such as an event or regular gift
► What payment method was used
► What channels do they use
► How often they are contacted
2. Get to know your onions
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What data can be captured from all supporter touch points?
What cleansing processes are required to keep it accurate?
What don’t you have?
► Enhance supporter contact data such as appending e-mails or telephone numbers
Enhance transactional data to get a more accurate view of supporters lifestyle & interests
Set KPI’s that measure the accuracy and performance of a critical data
3. Identify what needs improving
6 © 2012 Experian Limited. All rights reserved.
4. The value of a richer picture
Acquisition Gap
Fundraising Gap
+
-
Recruit Donation
Donor Management
Lapse
Value Retention Gap
Clients internal data
External insight data
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With confidence in data the next stage is to invest in accessing quality analytical resource
Prioritise this resource to focus on to answering the following key questions
► Where is the value in your supporter base?
► Where there is potential to increase fundraising activity?
► Where donor behaviour has changed and what triggered this?
► Whether different fundraising products attract different types of supporters?
► Which channels are attract supporters most effectively?
Avoid the trap of analysing just campaign performance
5. Insight before planning
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Search data
Demographics
Website data
Online behaviour
• What do they do and not like doing online?
• What acquisition channels do they use?
• Where should you advertise to reach them?
• How do they use social media?
• What are their Facebook ‘Likes’?
• What fundraiser blogs do they visit?
• Which audience will most likely adopt other your fundraising messages?
• Where in the UK do they live?
• What is their Mosaic profile?
• What is their social grade?
• What are their other interests and activities?
• What political aspirations do they have?
• How many visitors also engage with other charities?
• What is the size of the overlap opportunity?
• What sections of other charity websites do they visit?
• When are your core audiences most vulnerable to visit
other fundraising websites?
• What specific fundraiser events do to these audiences search for?
• What type of messaging and keywords appeal to them?
• When is the right time to push messaging to new audienecs?
• What are the high converting keywords by audience?
• What charity brands are they looking for?
Fundraising's
segments
6. Use online insight to inform your activities
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Channels to Reach
Sally spends 3-4 hours a day on Facebook and Mums
Forums and Groups. She talks to other mums about
everything, including her weight loss and is influential among
this group. She is experimenting with Twitter, but prefers
Facebook.
Where on Social Media can we find Sally?
170k
Number of people
with this persona
in the UK
Charity Donations
Searches
Health and Medical
Pets and Animal
Women’s Sites
House and Garden
Health & Beauty
Horse Racing
Yachting & Boating
Lotteries
Golf
Gay and Lesbian
Online Interests
More
likely
Less
likely
Media Brands
An Example Persona Sally the Fundraiser
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Adopt a robust planning framework to maximise any fundraising opportunities
Implement a “test and learn” methodology
Introduce a process to share information and support insight
Enables a clear prioritisation of resources
Review, review and change if its not working
7. Make the time to plan
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An example planning framework
Exploratory Analysis
Hypothesis Generation
Develop Strategy
Build models/ segments
Design
Plan / Targeting
Deploy test activity
Post campaign evaluation
Assess roll out / retests
12 © 2012 Experian Limited. All rights reserved.
11% of visits to charity websites arrive from social media websites
This trend is only likely to increase and it has the potential to attract new, younger supporters to charities
Only by utilising the planning framework will you be able to prioritise, investigate and monitor this behaviour
Based on that behaviour you can deliver relevant content that will hold attention and drive effective returns on any investment made in these channels
8. Embrace new channels
13 © 2012 Experian Limited. All rights reserved.
1. Understand where you are & how you engage with your supporter base
2. Get to know your onions
3. Identify what needs improving
4. Realise the value of a richer picture of support behaviour
5. Strategic insight before planning
6. Use online insight to inform your activities
7. Adopt a robust planning framework
8. Embrace new channels to attract new audiences and engage with existing ones
So in summary