interactive marketing fundraising

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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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

facebook

twitter

websites

print

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

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p:/

/ww

w.li

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n/l

aure

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