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Email: From big bang to personal engagement
• Mags Rivett, Director of Marketing• Ian Fairhurst, Senior Consultant (Non Profit)
About Purple Vision
2003 2010 2015 2016• Merged with
Appssential• Europe-wide operations
from UK base
• Works across UK and Eire
Page 3Page 3
Charities of all sizes & focus
InternationalProfessional, Membership & Regulatory
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What we’ll cover today
• What we mean by big bang and personalisation• Why it matters• A case study of how digital and offline have integrated to
make a difference• Methodology – how to start • What to consider along the way
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Definitions
“Big Bang Theory” • Everyone gets the same content, regardless of interests• Batch and blast / spray and pray
Personalisation• Content is relevant to interest, lifecycle and engagement• 1:1 customer / donor / supporter communications• Ideally related to a ‘journey’
Why even bother?
Personalisation …. • Improves click-thru by 14%• Improves conversion by 10% Differentiated content …• Improves open rate by 30%
It makes a difference to results
Source: Return Path - Email
Journeys are strongly correlated with outcomes
+ 36%
customer satisfactio
n
+ 19% more
likely to renew or
stay
+ 28% more
willing to recommen
d
+33% Less
likely to cancel or
churn
McKinsey & Company From Moments to Journeys (2014)
The science bit …
Broederlijk Delen donor trends
A big piece of work and lots of analysis later …
Finances -
Current fundraising mix VHVD HVD MVD Donors Low value Total
Donors 18 780 5,100 13,000 20,500 39,400
Annual value €628,000
Av. Donor value p.a. €48
Var. cost of comms €4 €4
Re-balanceBefore
€4 €2 €4 €4 €20 €230 €31 €8
Outcomes
€15 €9
€309,000 €187,280 €728,000 €536,000 €163,000 €943,000 €837,069 €219,532
€9,056 €687 €143 €12,196 €1,073 €185
Overall Impact
€60 €71
€2,813,132 €2,364,000
Second gift. [First gift + other source code]
Annual campaign
Belgium/ o’seas
challenge. Supporter
explanation.
New challenge participant
Repeat challenge/
event participant
New donor
4+ donations to Committed Giving Calling programme
E-mail thanks & update.
New sponsor
NewslettersPersonalised cover letter
Appeal feedback
4 gifts = Call
Challenge registration. On-line.
40Euro+ Tax Reduction
appeal
Newsletter cycle.
Appeals cycle
End year appeal
Pledgers
Annual thanks and update
Challenge preparation
e-mails
On-line
giving
Repeat invite &
feedback
On line entry fee
New event participant
Non-Fiscal Gift contact Volunteer
Committed Givers
Lapse communication
Legacy pledgers
Second gift. [First gift + other source code]
Annual campaign
Belgium/ o’seas
challenge. Supporter
explanation.
New challenge participant
Repeat challenge/
event participant
2nd Giving pack. Hi v
Low value?
Campaign thank you. Preferred media request
New donor
4+ donations to Committed Giving Calling programme
E-mail thanks & update.
New sponsor
Newsletters
Personalised cover
letterAppeal
feedback
Phone/ response request
Jan appeal reminder & progress
4 gifts = Call
Challenge registration. On-line.
Food test pack/ lobbying/ survey
Hi/ Med value 2nd mail (and
chase)
Ad hoc multi-media notices re. campaign
news
Reassurance letter. Once
only
40Euro+ Tax Reduction
appeal
Newsletter cycle.
Appeals cycle
End year appeal
2 source codes
MVD programme
Personalised cover letterFriends
Lapsing newsletter
8 = Mail
12 = Final Call
Chase Call
Pledgers
Annual/ biannual
upgrade Call Reminder mail
Ad hoc comeback
e-mail/ mail
Committed Giving offer
HVD/ Legacy events
Challenge preparation
e-mails
On line giving
Repeat invite &
feedback
On line
entry fee
New event participant
Non Fiscal Gift
contact
Volunteer
Legacy pledgers
Communications preference
survey/ update
6 wks
6 wks
Committed Givers
40+Euro & pa annual thanking
3+ source codes
Additional action e-mail
HVD programme
Introduction evening
No add. Activity
15mths
18 mths
21 mths
24 mths
Lapse communication
Welcome back letter
Annual thanks and update
Communication Cycle
Donor-driven Journey
Driven by Charity needs Donor timescales
Campaign decisions Database rules
Frequency Campaigns and appeals sent to most
Triggered ‘drip’ communications – typically weekly/ monthly
Content Newsletters, appeals, e-comms
Thanking, reassuring, asking, upgrading
Nature Designed and written for each campaign
Off-line pack.Digital personalisation.
Priority communication
The Purple Vision theory of ‘where to even start with all this’?
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Example of Normal Distribution
Early Adopters LaggardsThe Majority
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• Infrequent, small value donations
• One-off, sponsors event?
• Regular givers, medium value
• DD or appeal responders
• Infrequent, but significant
• Major Donors
Monthly Newsletter
• Un-engaged• often un-opened,
few clicks, unsubscribes
• Sort-of engaged• More opens but not
setting the world on fire
• Engaged but on their own terms
• Opens when its interesting to them
Different FR ask Different FR ask Different FR ask
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Time + Effort = Reward
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Un-engaged Small value donations
Partially-engagedRegular givers
Engaged Infrequent but significant
Monthly Newsletter Personalised
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Un-engaged Small value donations
Partially-engagedRegular givers
Engaged Infrequent but significant
Monthly Newsletter Personalised
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Data
What are they interested in? • What they click on in emails?• What they supported?• Social?• Other interactions
How/where you store data
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Content
What content do you have?• Same article, different image? • Same image, different copy?• Where you direct them may be different (landing page)
Where and how you store/access content for audiences
• Think about your curves – scientific (ask us for help!) or guestimate• Map your donors – and comms. What are your audience doing? • Where to focus your efforts (eg most reward for least effort, easiest
to achieve, best results longer term?) • What data do you have or need? How to store and capture?• What content do you have or need?• And an answer to the question …
What does it look like in your charity?
What’s stopping you from doing this already?
The idea of journeys is not new …
…why aren’t they happening?
• Psychology of ‘free’ tools
• E-mail is seen as cheap and therefore de-valued in comparison to other channels
• The functionality of the available technology isn’t fully understood and the staff using the tech don’t always have access to budget
• E-news becomes a task not an opportunity to start a journey
• Lack of integration with other channels (social, direct mail, mobile, web)
Reasons why journeys aren’t happening
People
Don’t allow your email activity to happen in isolation
Process
Compare the journey you want supporters to take with the journeys supporters are choosing
Segm
enta
tion
Sear
ch fo
r Co
mm
onal
ity
1:1
pers
onal
Unk
now
nKn
own
Are 1:1 journeys really possible at scale?
Source: G2 crowd
Tech
nolo
gy
CRM
EPOS
WWW
?
?
Single Customer
View
360
Data
Data
DataData
Data
The high tech approach to making it happen
Mobile & SMS
SOCIAL
WEB
ADS
• A broad plan – what’s the journey? (pen and paper)• Content planner (calendar)• Something to say for yourself (content, images, web)• Tools for delivering messages (email, website, social) • Analyse results, build next content (pen, paper – spreadsheet?)• Reminders (calendar) to trigger next steps• Evidence of success will help build the business case for
better tech
The low tech approach to making it happen
Downloads App or
Resource
Welcome Email
Triggered Follows us on social
mediaOpts out of welcome
series
Receives more about subject A
Clicks on article A
Shows interest in
event
Likes & Shares
Attends Event
Multi-channel & multi-device• Email – Desktop or Mobile• Offline – Events• Social – media & engagement• Web – landing pages for events?
Our 4 take-home and try summary points
1) Make it a focus – have a strategy or just a plan or even somewhere to start.
2) Butterfly effect – tiny changes can yield big results …
3) Invest in technology to support you to deliver
4) Keep up with what’s going on with a) your results - celebrate team successb) the tool you use c) other technologies
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Stand 31 in the expo
@purple_visionwww.purple-vision.com
[email protected]@purple-vision.com
