take control of the donor journey

Take Control of the Donor Journey

Sydney NFP Breakfast Briefing, 22nd August 2014

@derektweets

Derek LaneyDirector Product Marketing

Communicate More Effectively

Raise More Resources

• Multi-Channel Marketing• Email Marketing• Marketing Automation• Social Engagement

• Donor Management• Events Management• Volunteer Management• Grants Management

Engage and Strengthen Your

Community

• Social Intranet• Member Community• Affiliate/Chapter

Community• Partner Community

Deliver Better Programs and

Services

• Program Management• Case Management• Call Center• Advocacy/Policy

Tracking

MakingSiloed Data Usable

Being relevant to where donors are

Automate Lifecycle Engagements

Optimise Donation Process

Common Challenges

ReachMobile Customers

Overcome the Silo Effect

Common Challenge

“Most marketers still manage messaging in specific silos and don’t meet subscribers’ expectations for integrated, synchronized messaging.” Forrester, 2012

Single Point of

Interaction

F.R.

CRMStakeholder AStakeholder A

Adopting a Stakeholder Centric Approach

Technology & Data Success

• Needed to properly communicate with individuals based on their personal preferences and past donations

• Leveraged Microsoft CRM Integration to utilize key subscriber information stored within the application

• Increased donor volume and gained global view of subscribers

Success Spotlight

David TurnerDigital Marketing Specialist

Be Relevant to Where Donors Are

Common Challenge

“> 50% of customer interactions happen during a multi-event, multi-channel journey.”

McKinsey Research – Customer Journey Transformation, Sept 2013

Reven

ue

Time (t)

LTV ( - )

LTV ( + )

ACQUIRE ENGAGE RETAINONBOARD

Interactions over the lifecycle

WebAcquisition

SocialAcquisition

WelcomeSeries Browse

Abandon

PromotionsRegularGiving

Donation

Social Engagement & Advocacy

BrowseRetargeting

DonationAbandonment

Tax Summary

Reengagement

Winback

Small Audience

Large Audience

Events

FundraisingPlatforms

MobileAcquisition

2013-2014 School Year

Revenue: $60M

From email: $10M

Donor base: 1,375,000

Teacher base: 420,000

Transactional Emails: 19 millionOpen Rate: 44%

Campaign Emails: 15 millionOpen Rate: 20%

Tips from DonorsChoose.org

1. ARM Ambassadors2. Build social sharing points3. Corporate Partnerships

AQUIRE

4. Personalized receipts5. Relevant project updates6. Relevant recommendations

ENGAGE

Automate Lifecycle Engagements

Common Challenge

We must move from numbers keeping score to numbers that drive better actions. David Walmsley, Head of Multichannel, Marks & Spencer

IdentifyLifecycle Touch Points

ExactTarget Marketing Cloud Solution

New Member Welcome Email

Abandoned Donation Notification

Donation Thank You & Confirmation Email

Monthly Giving Email

Event Invitation

1. Sponsorship Lifecycle 2. Post Gift Donation 3. Campaign

Example

Reach Mobile Customers

Common Challenge

Text ‘DONATE’ to 0428 030 701

Australia Brazil China France Germany Japan UK USA0

10

20

30

40

50

60

70

36.8 35.4

27

18.3

5.9

30.2 31

52.2

13.8

33.1

38.2

28.8

19.6

50.9

43.5

64.6

26.3

46.942.3

39.8

24.7

62.2

56.4

201120122013

Mobile Penetration (Total Population)

41% use mobile friendly design

46% have an app

70% don’t use location

The Platform for 1:1 Customer Journeys

Build a Single View of the Customer

Plan and Optimize the Customer Journey

Deliver Personalized Content AcrossEvery Channel and Device

Measure the Impact on Your Business

How it Works…

Journey Builder

Predictive Intelligence

Customer Data Platform

Thank You!