how save the children is using segmentation to drive value and learning. audience first conference,...
TRANSCRIPT
using segmentation to drive value and learning
ANN
BRAND CONTEXT
clinics appeal – working across teams
• Narrowcast to broadcast– Meeting needs of core audience– Finding hooks for new audiences
• Multiple ways into the story• Introducing direct response and
communications segmentations to each other!
• Improving fundraising integration across audiences
2010
Individual Giving Targeting Mass & Bangladeshi Communities
Baby Nirob, 10 weeks old suffering from severe diarrhoea and wheezing with every breath
Acquiring Supporters Existing Supporters
Radio (Bid for spots)AbsoluteSmooth Premier Christian RadioSunrise Radio (Asian Community radio)
DRTVIncluding Bangladeshi stationsChannel SChannel OneN TV
OutdoorSE Trains (Bangladeshi areas)Buses (Bangladeshi areas)e.g. Tower Hamlets, Leicester, LutonBanne
rsCold Mail
To 300k
Press ads and Inserts
(Payment by results)
(Inserts media free)
Mailings
Email journey
SMS
Supporter journeys for responders
Including legacy asks
Thank you Campaigning ask
Minimum target £300k Stretch target £450k
Shopping centresFace to face £5 SMS to buy a brick
Community giving
AMYA ChallengeAsian youth group bucket
collections
Pilots – new audiences Existing Supporters
Nursery ChallengeSponsorship for nursery children to dress up as what they want to be
Curry Life Magazine targeting restaurant trade
a) Run a curry night b) Put £1 on the bill c) donate tips
for a week
Collections and House to House
Baking – Cakes!
Retail
Raffles, Collections,
Tombola
Branch Activity Tea Parties, Coffee
Mornings, Frog Races!
• Activate 9,000 volunteers• Collections• Events
Minimum target £200k Stretch target £350k
Corporate
IKEA Collections in 3 Stores
Hammerson6 Collections e.g. Bull
Ring
ArsenalTarget supporters, banners on their website, in match
programme 5th May
Reckitt Benckiser Gifts in kind to the
clinics e.g. condoms, cleaning productsMatch funding for
blogging.
Groupon
Minimum target - Stretch target £50k
PR and Celebs
Myleene Klass Challenge
7 Clinics 7 UK Cities
Helicopter
Campaign highlights
Myleene PR
Reach 10,500,000 (estimated so far). Including ITV Lunchtime news, Daily Mirror, Daily Mail, Hello, Metro, Woman Magazine
Outdoor results
Radio results
Face to face
Legacy Pledges
Blogger Conference
I want to be
Venue collections
Volunteer trip PR
Above the line ad
Supporter Feedback
I just made a donation after seeing the excellent report from Myleene Klass on the ITV news.
I made a donation, I lived in the next village to where Nirob lives, so this appeal really touched my heart.
I saw the picture of Nirob on the envelope, I fell in love with him.
House to house income was up 50% [owing to] higher profile and having a specific theme with a pamphlet to give out.
Legacy pipeline – using data to uncover value
• Warm donor audience = core target– Drip feed in supporter journey inefficient– Moving beyond pledger status and age
• Data and insight driven approach• Consistent cycle of identification and
cultivation• Proposition aligned with No Child Born to
Die
Legacy pipeline - Our model and approach
Our model and approach
Legacy supporter journey
Cost effective acquisition
Creating opportunities to consider
TM SCRIPT EXTRACT “Our Chief Executive, Justin Forsyth, has asked me to call today to find out what supporters like you think about gifts in wills. Even if it’s something you’d never consider doing, that’s still incredibly useful for us to know and will help us communicate with our supporters about gifts in wills in the most appropriate way. “
New opportunities
CROSS SELLCapital appeal thank youChristmas appeal diary insertChildren now advert
Optimising conversion
“Leave a life full of possibility
A few years ago you kindly completed a survey for us about leaving a gift in your will to Save the Children. We also sent you a guide to leaving a gift to us in your will, which I hope helped to give you some of the answers you were looking for.
Creating a will is one of the most important things anyone can do – it’s the legacy that you leave to the world. So I’m writing today to make sure that whenever you’re ready to take the next step, you have all the information you need to help you update your will.”
virtual giftsreinvigorating the goat
PROPENSITY MODELLING
• Classic RFV selections (Recency, Frequency, Value) get us most of the way there most of the time
• Can be more sophisticated in our targeting by bringing in other behavioural and demographic data
• Propensity model simply tells us:• Which factors are important• How important they are
– And avoids the need for 100s of split segments
THREE MODELS INTO TWO
Mail response propensity
Email response
propensity
Expected value (spend)
Predicted value of mail
response
Predicted value of email
response
Variables in the models
Mail model (6) Email model (7)
Wish List recency and frequency Wish List recency and frequency
Age Age
Regular Giving status Regular Giving status
Previous home shopper Previous home shopper
Cash giving recency (excl. Wish List)
Previous online Wish List buyer
Cash giving frequency (excl. Wish List)
Acquisition Source Channel
Sex
Wishlist virtual giving
• Offers a functional benefit– opportunity to activate non donors– digital targeting for new audience
• Cost base reduced and targeting improved– Makes space in annual calendar– Improves supporter experience
Visit the CharityComms website to view slides from our past
events, see what events we have coming up and to check out what
else we do.
www.charitycomms.org.uk