interactive marketing fundraising
DESCRIPTION
as presented on the iCredit event(6/6/2011)TRANSCRIPT
HOW WILL YOU INTERACT WITH
YOUR DONOR?
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WDM
Scandinavia
WDM Belgium
2010
Bisnode in a nutshell:- 20 countries
- employees: 3.400
- 85 companies
- 185.000 customers
http://www.flickr.com/photos/31288116@N02/3066482220/sizes/o/
What can you expect?> Understand donors through data> Using Interactive Marketing> Generate a net income
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Traditional marketing
Has come to an end?
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Donor development 3 keys
1. Understanddonor behaviour
2. Predict future income
3. Optimizerelationships
http://bit.ly/e7eKx7
strategic» clear long term vision of the
choices and priorities we must
manage
tactical» implementing excellent donor
programs
Donor Development needs to be
We need long term, sustainable & flexible net income
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donateurspiramide
http://ja.fotopedia.com/items/flickr-2416605601
RFM segmentation
goes a long way
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How smart segmentation
can increase your ROI further
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Donor Profiles
23,1%
37,4%
9,9%
21,4%
Traditional and emotional hook
Families and educational hook
Citizens of the world
Possitive with goodwill
http://www.flickr.com/photos/pasukaru76/5081167157/
Suffering from
survey fear
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Referentials
Boost your customer knowledge
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Why ask your customers…if you can
observe
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balance
your communicationplan
15http://www.flickr.com/photos/31288116@N02/3066482220/sizes/o/
A Welcome Process
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Donor attrition
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
1 2 3 4 5 6 7 8 9 10
High attrition rates in first 18 months
years
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Action!invest in segmented welcome process
D+30 D+90D+5
monthsD + 7
monthsD + 9
monthsOnline
conversionD D+15
Follow-up mailing
Automatic payment
Online confirmation email with automatic payment form
Letter and result mailing 2
Letter and result mailing 4
Letter and result mailing 3
Letter and result mailing
Welcome kit
And automatic payment form
Welcom call
and email
http://www.flickr.com/photos/31288116@N02/3066482220/sizes/o/
Reaction Time
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20
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Definition
AB testing
AB testing is a method of marketing testing by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates.
Multivariate testing
Multivariate testing or multi-variable testing is a technique for testing hypotheses on complex multi-variable systems, especially used in testing market perceptions.
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Differences
AB testing Multivariate testing
Email A
Email B
Email C
Variable A
Variable B
Variable C
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Results
AB testing Multivariate testing
On the click rate or
on the view rateOn the click rate
Subjectline test
Subjectline
or content test
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The winner
AB testing Multivariate testing
Fixed time
or manual
Realtime(but, we can manually select a winner)
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Audience
AB testing Multivariate testing
A random part of the
Audience do the test
First reactions
create results(or not)
Minimum test audience should be 1000 by
testversions (but more is better)
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+ 100 %
http://www.flickr.com/photos/31288116@N02/3066482220/sizes/o/
Using Facebook
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Plan France
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Some facebook stats
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Some facebook stats
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Some thoughts
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Some thoughts
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Social engagement
How October the 4th became a very special day
for over 120.000 Permesso.be members
and 1 seal pup
We could have
• Sent out a reminder a couple of daysbefore the event(Don’t forget to buy something extra for your dog …)
• Sent them targeted petfood e-coupons
• …
All that would have been nice! But we went a bit further.
We started up a 4 month campaign flow to fully
engage and interact with our members
CTA: share your pet pictures
The challege: share +100 pictures
and the Permesso.be team will donate€500 to an animal welfare group
An invitation to participate was sent by e-mail to 490.000 members
on October the 4th 2010
Unique open rate 13,37%Unique click rate 17,96%
+1.000 pictures were shared in no time
So thanking our memberswas just common sense
We integrated some usergenerated content (yes,our members sharedthose lovely pictures) and*teased* our membersabout what was to come(great news!)
Launch : October 11th 2010Unique opens : +65.000
We did somecrowdsourcing too
With the €500 budget a seal pup was savedand cured
+12.500 members voted
and choose Sunnyas our seal’s name
Launch : October the 19th(By the way: take a look at our e-mail poll integration)
And got appreciation and co-creation in return
We frequently sharedscoops on our Facebookpage on Sunny. Our fans *liked this* a lot!
We gained hundreds of new fans thanks to Sunny
Launches : October the 29th and December the 15th
(Indeed, our conversation is going on for more than 2 months at this point)
On January 18th, Sunny was released on the beach. A lot of members joined us on the
beach, took pictures and shared blogposts...
A lovely event, really!
And that’s just the start
www.facebook.com/permesso.be.nl
www.facebook.com/permesso.be.fr
http://www.facebook.com/video/video.php?v=495209794853
http://www.facebook.com/video/video.php?v=495216509853
Some Food for thought?
http://www.flickr.com/photos/31288116@N02/3066482220/sizes/o/
Integrate with Facebook
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Possibilities
Identify brand advocates
Propose matching of Facebook fans with his fundraising database
With advertiser administrator login
Send name – first name – gender through Facebook API to requestif consumer is fan or not
Request through Facebook API
Name – first name - gender
Matching
Fans
Fundraising
Marketing Database
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Possibilities
Facebook Connect as easy login
Facebook claims sites using Facebook Connect have seen 30% to 200% increases in site registrations
Pre-filled formto confirm
& capture NAW
DB
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Possibilities
E-couponing, newsletter subscription, … with Facebook Connect
Advertiser DB
Pre-filled formto confirm
& capture NAW
50http://www.flickr.com/photos/31288116@N02/3066482220/sizes/o/
Pure online marketing
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connect
and integrate whenever necessary
websites
mobile
stores
transactions
surveys
emails
bank transactions
call centres
applications
scorings
behavioural
tracking
API’s
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http://www.flickr.com/photos/chavezonico/2595074421/sizes/l/
Let’s conclude: 4 ideas to recall from this session
1. Go further than RFM. Recruiting loyal donors is key to long term success but so is the reason why they give
2. The best way to improve your donor loyalty is to stimulate meaningful interactions … …through volunteering, social (network) engagement, donor feedback ,…
3. If you don’t have the answer to your questions … simply ask…or you can test it out
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Questions?Thanx
!
Questions
?
Please
contact me
lau
ren
s.lo
ries
@w
dm
bel
giu
m.b
e
@La
ure
nsL
ori
es
htt
p:/
/ww
w.li
nke
din
.co
m/i
n/l
aure
nsl
ori
es