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www.weare4c.com
Data drives donations
Using data to; identify advocates, influence others and increase reach
Information is the oil of the 21st century, and analytics is the combustion engine.” – Peter Sondergaard, senior vice president, Gartner Research
Impressive data technology is available today
Near-Real-time data integration
No longer restricted
by daily imports.
Act on today’s
activity.
Make content &
journey decisions in
minutes.
Omni-channel communications
Connect all your
disparate
systems.
Hold a 360 view
of your members,
supporters,
donors,
benefactors and
advocates.
Automation
Let the machines do
the work for you!
Test and optimise.
Run hourly, daily,
weekly.
Receive notifications
if goes wrong.
Use the power of data to drive donations through your advocates
Why advocates?
The retail research data tells us that...
According to IDC research, while only 10 percent of B2B
businesses had customer advocacy programs in 2017, this number increased to 67 percent
in 2018.
Word of mouth drives 20-50% of all purchase
decisions. (Source: McKinsey )
Customer advocates are more vocal about their brands.
Advocates tell twice as many people about their purchases as
non-advocates. (Source: ComScore)
Who are your advocates? How do you find them?
Gather your data
1. Integrate the systems for a 360 view.
1. Generate the data in near-real time.
1. Automate the process.
Every channel tells a story
Channel Type Website Customer Data collected
Website
Behavioural Page visitsKnown Via CMS
Anonymous Via pixel
TransactionalDonation Known Via CMS & CRM
Pack request Known Via CMS & CRM
EmailEngagement (open/click)
Survey Known Via tracking pixel
Inform/Update Known Via tracking pixel
Donation request Known Via tracking pixel
Mobile SMS BehaviouralSurvey response Known Via tracking
Event response Known Via tracking
SocialMessaging Direct inbound Known Via Social tool integrated with CRM
Influence Influencer Known Via Social tool integrated with CRM
Create a single source of truth
● Use API’s, cloud connectors or flat files to pull in data from all your channels.
● Use a unique master key (Id) for each person.
● Assess and evaluate each individual.
How to make sense of all this data?
Group your advocates according to evidence
Medium scores
Direct evidence How? Detail
From a new member/donor ‘New donor’ survey
Ask them if someone introduced them or made a recommendation and who was it?
In-direct evidence How? Detail
Social share Social-CRM integration Supporter shares tweet or post
Email forward Can be tracked Event email forwarded to a friend
Highest scores
Assign lesser scores to those who have a propensity and / or ability to advocate
Lowscores
Lowestscores
Propensity to advocate
Analyse behaviour of known advocates
What did they do (or not do) leading up to their first advocate activity?
Analyse their personality typeAre they outspoken or timid? Are they likely to influence and inspire?
Ability to advocate on social mediaAnalyse their Twitter feeds and activity
How many followers do they have on Twitter?
Have they tweeted about your cause before?
Measure their intent to advocate
Companies use the Net Promoter Score question all the time.
People are used to being asked.
Ask them directly
Send a survey.
Ask them verbally.
“Would you recommend us to a friend or family member?”
Lowscores
Is there a propensity to advocate your cause?
Are there clear and obvious
trends that show an advocate
‘in the making’?
Let your data decide.
Is it possible / feasible to create an
advocate using your content and
communication strategy?
Propensity to advocate model: Considerations
1. The scoring system starts as subjective,
but becomes definitive.
1. Data quality is vital.
1. It’s an iterative process
Segment into propensity buckets by total score
80-100 (highest likelihood of advocacy)
60-79
40-59
20-39
0-19 (least chance of advocacy)
l
Use this data to drive donations
Ask those likely to advocate, to do what they are likely to do!
Make it easy for them to share
Send them shareable content- bite size- right format
Share content on their social media.
Share content via email.
Offline content is much harder to share.
Omni-channel advocate targeting
Could use Next-Best-Action AI to determine who gets what, where and when.
- if your budget allows
Channel Method
Email Dynamic content
Web Personalisation / next best action
SMS Personalised
Social Direct messaging
Online ads Target your advocates
In summary...
Identify, equip and encourage
your advocates to:
1. Deliver new active donors
2. Bring new supporters (who are also potential advocates!)
3. Promote what you do to their network
