Download - 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!