Web

doing

Prospect

feeling

thinking

web data

Ongoing, non-linear

Non-linear, but time based

FOCUS Experience Map - A Journey with the BrandGuiding Principles

No Brand KnowledgeFirst Time Donor Baby Boomer

ParentAnnual Income

Empty NestBulls Eye

Social Savvy Purchase BehaviorInternet Usage

Communication PreferencesMonthly Pledger

Partner/StakeholderAdvocate Generation X, Y, Z

Online Conversion Journey

Giving History Demographics Online Persona

Ok, I’m Interested. Ok, I understand. Ok, You Got Me Hooked. Success, I Feel Good! I’m Done.

What non-profits are out there?How does my donation actually help?

What makes FOCUS different?How can FOCUS Help me?

How much should I give?How can I do this quickly?

Are their any incentives for me?Where does my money go?

What happens next?Is it quick to share? Do I get anything?

Based on AdaptivePath Modeling of Cross-Channel Experience. Adaptivepath.com, 2011 Masterworks Digital Marketing, 12/2013 | V1

I just donated, don’t bug me.Remind me later.

People choose FOCUS because it is a trusted & compassionate guide.

People interact with the brand, to get objective help, to help others, stay dedicated to their faith.

People give$ consistently all year long, a few spikes in Dec & Jan.

People value innovation, creativity, trust/transparency, a personal touch.

Get Motivated Visit Website Conversion (download, share, view, donate, sign-up)Action Thank You Confirmation Post ConversionComplete or Bail

PromoLanding

Research, Testimoninals, Friends, Event PR, Program Promo

Do some channels drive more traffic? Can I track return visits?What content do they see just prior to converting?What paths/touchpoints lead up to the conversion?

When do people abandon the form? Is the form optimized?Is there a default donation, does that influence amount?

How long does it take to complete the form?

Where do they go after donating?How many interactions prior?

How can I remarket to these people?

How will we know if this person comes back?

Click on a Buttonor CTA Link

Store orCategory

Onsite Search

PromoLanding

Resourceof the Month

Video View Subscribe Donate

One Timevs. Monthly

Pay/BillingInformation

PrintableForm

ShareDonation

ExploreSite

TransactionalTriggered Email

Move to Advocacy Funnel

Follow-up Direct Mail

WebDisplayAd/Video

Paid &Organic Search

Online PRNews Article

Blogs &Charity Sites

Social Media

Offline Traditional

Media

focusonthefamily.com

Alerts &Updates

On the Go

Talk withFriends

MarketingEmail Blast

EmailCommunication

LocalEvent

TV

OOH

PRINT

About

ResourceCategory

Broadcast

GetHelp

Donate

FeaturedWebsites

Web

About

ResourceCategory

Broadcast

GetHelp

FeaturedWebsites

content

web/apps

Monthly UpsellRepeat Visitor

stjude.org

Link back toWebsite

to learn more

Monthly Appeals

Welcome Stream Email(mobile opt-in)

Request refund

Share Donation on Social Email Welcome Stream

Move to Advocacy or Peer2Peer

messagingsegments