how are we doing?

March 27, 2013

CharityComms: Online Engagement

Leading or Lagging?

www.engagingnetworks.net

online engagement

are charities leading the way?the online engagement of chari/es and commercial organisa/ons can not be compared using high level Internet usage data (e.g. the percentage of people purchasing goods online versus the high street)In December 2012, research company NPD Group looked into the effect of social media on shoppers’ buying paFerns; they asked if respondents shopped for a product online as a result of something they had seen on a social media site, 27% said yes.purchasing goods online is a fundamentally different dynamic to online charity givingwhat can be compared is the effec/veness of chari/es in execu/ng the fundamentals of online engagement


how do you stack up?

engagement scorecard

message: the first point of engagement you need to score is your message: is your appeal interes/ng, engaging, emo/ve?

marke8ng: chari/es use a wide range of tools to market fundraising campaigns to exi/ng donors and prospec/ve donors; is your marke/ng engaging?

conversion: once a donor has made the commitment to donate, how engaging is the dona/on page? has it been op/mized to convert?

rela8onship: donors need ongoing engagement to con/nue suppor/ng your charity


message... think story

are you telling good stories?

telling good stories is a cri/cal component of online engagement: it is the star/ng pointgood stories draw people to your mission and your community, but more importantly, they get sharedstories can be expressed in wri/ng, video, and imagesthe stories chari/es tell compete in a crowded media marketplace with stories told by commercial brands


marketing.... you make giving fun

Humane Society International

‘gamified’ recurring dona/on pagemove the slider to give morethe more you give, the more lab animals are releasedthe lab gate moves across the page as you move the slider


messaging.... did it work?

in a word... yesThe ‘gamifica/on’ of the recurring giR page produced:

A higher average recurring giRA higher number of recurring giRs

Analysis of December 2012 recurring dona/ons:General dona/on page (not interac/ve/redesigned):56 recurring dona/ons; average giR $18.36Street Dog Defender (interac/ve with slider):33 recurring dona/ons; average giR $21.39Lab Animal Defender (interac8ve advanced design):122 recurring dona8ons; average giB $22.08


marketing... how we doing on social?

peer-to-peer

fundraisers have raised very liFle money directly through social networkspeer-‐to-‐peer is about friends recrui/ng friends and family to donate and talk about themselvessocial networks are a cri/cal tool in peer-‐to-‐peer campaigns and have been extremely effec/ve in helping your fundraisers to raise money


marketing.... channel integration

Greenpeace UK arctic campaignac/vists send a leFer to the CEO of Shell for the Arc/c Campaignthe ‘thank-‐you’ page is actually a fundraising page with a ‘thank you’ messageac/vists are encouraged to a make a small single dona/oncampaign brand and supporter data make it compelling and easy


marketing.... did campaigners really give?

amazing results

28,468 ac/on takers for the Shell Arc/c Campaign1.23% response rate for dona/on page, represen/ng a 3-‐4 fold increase versus previous op/on to donate aRer taking ac/on that was passive and unbranded -‐ ‘disconnected’£16.29 average giR£5,736 total raised£0.20 per ac/on (50% higher versus previous ‘disconnected’ supporter journey)


conversion... charities are losing millions

are your donors working too hard?

it is unlikely that an un-‐tested dona/on form will convert at more than 15%some of the elements that make a difference:

ver/cal versus horizontal giR stringsone column versus two column layoutfield group orderform length (one page / two)trust seal placement

are your emails and pages ready for mobile?


conversion.... where is the instruction manual?

Royal Ontario Museum

TextTextText

this is a mul/page dona/on process that requires several selec/ons to work out the amount to givetheir old technology made it impossible for the digital team to communicate the way they wanted to: impossible to format fields, re-‐structure segments, or brandthey are re-‐building all dona/on and membership pages with Engaging Networks for release in April


conversion... are you mobile ready?

the train has left the stationemail is s/ll the most significant driver of online dona/ons from exis/ng supportersrecent figures put email opens on mobile devices at up to 35% -‐ only 1.4% will ever re-‐read the same email on a desktopSome data from Peta UK:

mobile op/mized pages available from September 2012less than 3% dona/on page conversion on a mobile pre-‐Septemberalmost 7% dona/on page conversion on a mobile since September


conversion... is mobile that big already?

yes it is


conversion.... ok, so mobile is taking off

some more interesting data

put simply: if you can’t convert a donor when they click through an email on their mobile device, you have lost them


relationship: they don’t even know who I am!

personalisation leads to relevance

have you ever asked a major donor to make a single giR of $5?do you maintain segments based on donor capacity?do you know what areas of your work or mission are of par/cular interest to each donor?do you maintain segments based on interest?do you ever ask your supporters what areas of your work are of interest to them?do you know what happens to lapsed donors? have you ever tried to recover them?


relationship.... making the connection

how about good data?


relationship.... can we go further?

algorithms


how do you stack up?

engagement scorecard

messagemarke8ngconversionrela8onship

A-‐B+CC+

more video...more interac/ve contentmore of everythingmore relevance

thank you and....

find more online at:www.engagingnetworks.net

please email me!

[email protected]

how are we doing?

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