3 Reasons why

your campaign will sink

or swim in 2015

Carla Ferreira, Community Manager

“30 cutting-edge digital marketing tools and techniques to help grow

your business”

“[Trends 2015] Your 2015:

The consumer, content and collaboration”

“Digital marketing in 2015”

“10 slides that tell you everything you need to know about

the South African digital landscape”

Digital Trends 2015

• Individuals accounted for 74 percent of

total giving in US in 2014, or $339.24

billion

• Much work to be done in SA!

Individual giving beyond South Africa

• Stronger emphasis on

visuals/video

• Mobile

• Wearables

• Crypto-currencies

• Transparency

• Multiple channels

• Storytelling

• The Millennial effect

• Hashtag/bashtag activism

• Dark social

• Content marketing

• Paid social media

• More human

• Real-time marketing

• Hyper-personalisation

Digital Trends 2015

Multi-channel integration

• Website must be optimised for online donations, fundraising & social

sharing

• From email: 1-click donation, website, social media

• Are your events optimised for multi-channel engagement?

• Now that you’ve got your channels, what next?

• Content marketing

• Video content/strong visuals

Multi-channel integration

Personalisation

• Personalised, targeted ads (Google/Facebook)

• LinkedIn Pulse – Recommended for you

• FNB, Woolworths, 8tracks

• Consumers want more human interaction with brands

• Generic vs. Personal (Dear Friend…)

• Make your donor engagement personal

• Add personalised fields for projects individuals donated to

• Need information

• Survey, poll, website analytics (which pages beside the home page

do people visit most), social media analytics

Personalisation

Transparency

• What data are you collecting?

• What are you doing with it?

• Protection of Personal Information Act (POPI)

• Data policy?

• Are you honest & open abt the data you collect?

• Relationships are built on

• Trust

• Trust is earned through

• Honesty and transparency, open communication channels

• Feedback about how donor funds are spent - impact

Transparency

Case Study: Qhubeka

Case Study: Qhubeka

Qhubeka

Mobilises people through bicycles

Multiple campaigns involving individual

and corporate Activists, e.g. MTN pro cycling team

High level of support for Activists

Dropbox folder full of resources for Buffalo Mob

Raised over R1 000 000 and counting

Castelli (cycling gear company) – EUR 17 000+

Case Study: Qhubeka

Case Study: Qhubeka

Qhubeka #GiveHope campaign

• Festive giving campaign

• 2013: R12 000

• 2014: R200 000+

• Donation landing page with GG widget

• Automation (IFTTT)

• Personalised approach (personal emails)

• Segmented communication

• Resources for Activists

Fundraising with friends

It’s not about the tech…

Online meets offline… charity: water

• http://qhubeka.org/2013/

• https://ifttt.com/

• http://memeburn.com/

• http://www.bizcommunity.com/

• www.givengain.com

• LinkedIn Pulse (my original article on this topic)

Helpful Links

• Multiple channel integration

• Personalisation

• Transparency

• Relationships matter!

• Trust

• Loyalty

• Remember: your donors don’t live in a bubble!

• Decision: focus, what to do and NOT to do

Insights: A summary

Thank You.

@GivenGain @carlaferreira1

www.facebook.com/givengain

www.givengain.com