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More crowded space than
ever
Traditional funnel
disrupted by social, mobile
Distinct donor segmentation by generation
Do more with less
Need to consider
donor lifetime relationship
Disruption of traditional donor journey
Stanford Social Innovation Review / 2013
A new model – the vortex• A donor’s engagement has a donor-driven
lifecycle- Varying and fluid entry points - No fixed end point
• The donor’s needs are at the center of the engagement
• Accounts for the influence of other people on the donor-organization relationship
A fruitful intersection • Multiple channels and points of optimization and
opportunity within the vortex• Specific tactics, tools and capacity that you have
available
Side note – acronym alert!
• Customer Experience Management• Sitecore XP (Experience Platform)• Traditional CMS publishing capabilities
- Plus marketing automation- Plus ability to manage the customer’s experience in
near real-time
Side note - Sitecore versions
Side note - Framing CXM tactics Short Time to Impact• Rules-based implicit
personalization• A|B testing• Engagement plans
Higher ROI• Profile-based implicit
personalization• Explicit personalization• Sales enablement• Lead scoring• Engagement value
With CXM, four great opportunities• Donor engagement value as a threshold for
marketing decisions & automation• Deeper insights into audience segmentation and
behaviour• Quick wins at key points of optimization• Tool evaluation
Sitecore’s engagement value• The Basic Premise:
- Not all visitors are created equal
- Some suggest they are more valuable through the actions they take on your site
• Actions that indicate trust or commitment may suggest a visitor is valuable
Building a donor engagement value model
1) Donor engagement - So once you’ve done the strategic legwork on donor
engagement value…- What value-add tactics can you get out of your CXM?
Throughout the vortex• The data, plain and simple• With a raw database, what insights can we glean
after 3 months of data collection? - With a properly instrumented EV model- Especially cross-referenced to audience segmentation
Throughout the vortex• Use as a threshold for personalization and
engagement plans- Display additional prompts – at a certain level of
engagement• Maximize quality of service, emotional connection
- Use as a trigger within an engagement plan • Drip marketing over a longer period of time• Send automated communications at key engagement points
Throughout the vortex• Filter on individuals for lead nurturing
- Not only “big fish” donors, but influencers & online ambassadors
- "31% of people who gave online did it because their friends asked them to donate” – Salsalabs
- More effort: combine data within Experience Profile
Throughout the vortex
Throughout the vortex• It can persist across channels and across time
- It can handle the messiness of the vortex model.
2) Understanding and influencing audience segments• Audience segmentation insight can be tied directly and
intimately to content
With audience profiling• You have an opportunity to:
- Build a culture around strategic content - Build an incredible database after [x] months- Understand patterns of persona behavior - Target personalization directly to onsite behavior
• “Age plays a strong role in predicting the way in which donors engage their favorite charity” – Salsalabs - Identify generational segments, and engage them now (and as they
transition between age categories)
Bonus!• Sitecore 8 Pattern Matches
3) Optimizing the donor journey- Opportunities for quick win optimizations- A function of data:
• High traffic areas • Influential points within the vortex
- These tactics make a difference …. And they promote a culture of optimization
Rules-Based Personalization (Geography)
Results (Rotman)
Pre-personalization Post-personalization0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Bounce Rate
Pre-personalization Post-personalization0
50
100
150
200
250
300
350
Visit Duration
Pre-personalization Post-personalization0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Pages per Visit
-23%23% 14%
4) Evaluate platforms & data flow
CXM platforms – all-in-one or best-of-breed?• What gives you the most effective “full view of the
customer”?- Lead attribution- Thoroughness of online activity capture- Ability to integrate functionality and data (plug & play / provider?)- Ability to take action on trigger points- Ability to identify influencers and major gift constituents- Ability to measure effectiveness and improvements
• (Well-polished CMS publishing capabilities assumed)
A common model• A central CXM platform serving main web properties• Seamless* conversion flow into a CRM or donor
management system• Email marketing driven from contact system-of-record• Centralized campaign tracking
- AdWords -> CXM -> CRM • A way to extend tracking reach (FXM, Universal
Analytics)
More journey map usefulness
In conclusion• The traditional donor engagement model has
been disrupted- Evaluate and use CXM platform capabilities within
this context- The right tool combination can stretch resources
farther and bring higher ROI – real value adds- Opportunities abound. You can, and will see, real
improvements with small optimizations.
• Mark Jordan• SickKids Foundation• @mojorising
• Amanda Shiga• Nonlinear Creations• @amandashiga
• Stanford Social Innovation Review • The Permanent D
isruption of Social Media
• Blackbaud• The Next Generation
of Canadian Giving• The Next Generation
of American Giving
Thank you!