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Amy McGeever's presentation from Ten! Tips on how to make a digital fundraising campaign a succes using a case study from the NSPCC's Letter from Santa campaign.
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© 2010 mesh strategies
www.meshstrategies.net
Things you’ll need for success…
@amyatmesh
© 2010 mesh strategies
www.meshstrategies.net
#1 …A great idea
compelling simple, timely aligned w brand
© 2010 mesh strategies
www.meshstrategies.net
Don’t get distracted by technology
1. Above all else, consider your fundraising proposition – whether it be an event, a product or a request for a cash/regular gift
- Is it compelling? - Easy to ‘get’ and easy to do? - Is it relevant to your charity’s brand?
2. Think about how digital can be used to enhance your overall campaign strategy for fundraising, marketing, engagement
3. Now look to the mechanics of the digital tools and marketing techniques that can support your idea and promotional strategy
© 2010 mesh strategies
www.meshstrategies.net
An example of a great idea:NSPCC’s Letter from Santa campaign*
The product– Personalised letters from
Santa– Suggested donation
£5/letter– Order online or by post, tel
Target audience– Parents & grandparents
(72% of senders in 2008)– Majority of senders are
female Campaign period
– 11 weeks (1 Oct – 16 Dec)
Watch the television advert on YouTube
*NOTE: Campaign details shared here are with the express permission of the NSPCC
© 2010 mesh strategies
www.meshstrategies.net
Additional background
Letter from Santa has run for several years and was originally a ChildLine fundraiser (ChildLine is now part of the NSPCC)
In the past few years there has been tremendous growth in online orders [see graph on next slide]
– The proportion of orders placed online has grown massively, from one-third to over half
– This is excellent as online marketing is highly trackable and transaction costs are very low
The programme overall is also experiencing great growth– In the past year alone it’s grown by nearly 30% in terms of
income– but online income has seen the by far the biggest growth with a
55% increase My involvement: I worked at the NSPCC over a 2-year period
and was involved with the 2007 campaign and ran the 2008 online campaign
© 2010 mesh strategies
www.meshstrategies.net
0100020003000400050006000700080009000
Total 2007
Total 2008
Total 2009
Growth in online orders, 2007-2009
Proportionof all letter
orders(33%)(44%)(53%)
© 2010 mesh strategies
www.meshstrategies.net
#2 …All the help you can get!
Don’t go it alone Invest in campaigns that will
be marketed across your org & via all media
© 2010 mesh strategies
www.meshstrategies.net
All the help you can get…
In the case of the Letter from Santa campaign, it was run by the Events team and supported by
– Efundraising (email, online advertising)– Direct Marketing (post and, in 2009, TV)– Corporate (promotion by large & small corp supporters)– Local Fundraising groups across the UK (incl brochures)
But what if I’m a smaller charity with fewer resources?
– Time your campaign to coincide w your major communication/awareness campaigns in order to maximise exposure
– Consider running fewer campaigns per year in order to invest more in each
© 2010 mesh strategies
www.meshstrategies.net
#3 …A targeted online marketing campaignsolid creative, placementproper trackingadjust plan as needed
Photo credit: Hitchster
© 2010 mesh strategies
www.meshstrategies.net
Targeted promotions
Know your audience Make sure you are able to review online marketing
performance whilst your campaign is in progress Be prepared to make changes to your campaign on
the fly
© 2010 mesh strategies
www.meshstrategies.net
Letter from Santa digital marketing results 2009
LFS Orders (by appeal code string)
22%
18%
9%
28%
23%
0%
PCC
Banners
Affilates
Various links/other
Warm emails– highest conversion rate
Affiliates – highest generator of orders &
2nd biggest traffic driver– campaign began early (Sept)– set up a tiered commission
structure as extra incentive Pay per click (PPC)
– added extra budget as paid account worked much better than Google Grant
– had campaigns live on Google, Yahoo and Bing
– combined efforts in PPC and SEO
Banners– lowest conversion rate
© 2010 mesh strategies
www.meshstrategies.net
Letter from Santa banner creative 2009
GM.TV Lifestyle Advertorial – value placement
AOL Homepage rotator – value ad
NOTE: Compared w other NSPCC banner adverts, the LFS campaign has a much lower average gift. However the volume is very high & it is a good lead generator for regular donors.
© 2010 mesh strategies
www.meshstrategies.net
LFS2008 Orders by Marketing Source
6%
8%
Afilliates22%
Google PPC21%
Facebook banners15%
Google UD10%
3%
6%
MyChild email8%
MumsNet banners1%
Google PPC
Google USER-DEF'D
Afilliates - PAID
Facebook - PAID
Facebook - NSPCC
Facebook - USER-DEF'D
MyChild email - PAID
MumsNet - PAID
Other websites
Misc
Letter from Santa digital marketing results 2008
Provided learnings for 2009
– 2007 campaign had not been tracked properly
Warm emails– not included here
Banners & paid email test
– represented a larger piece of the pie (but much smaller pie!)
Affiliates – sales not as
strong
NOTE: The 2008 campaign was tracked differently than the 2009 campaign so it’s a bit ‘apples and oranges’ in terms of benchmarking
© 2010 mesh strategies
www.meshstrategies.net
#4 …Ad spendpool your marketing
budgets to boost the digital spend
Letter from Santa: 2009 spend more than 2x that of 2008
Photo credit: Alan Cleaver
© 2010 mesh strategies
www.meshstrategies.net
Investing in your digital campaign
In the case of the Letter from Santa campaign – Learning from 2008 digital campaign enabled teams to
allocate more of their marketing budget to digital– The Events and Efundraising teams pooled resources– Also the DM team invested in TV advertising, which will no
doubt have given an additional boost to the online numbers
That’s nice, Amy, but my charity has little or no money to spend. What do I do?
– Exploit free advertising opportunities such as a Google Grant or donated media from your corporate supporters
– Invest time in grassroots, word of mouth promotions using social media platforms (facebook, twitter)
© 2010 mesh strategies
www.meshstrategies.net
#5 …A great team it’s all about the peoplespecialist staff & agencies
are key to managing online marketing techniques: banner, affiliate, ppc, email
© 2010 mesh strategies
www.meshstrategies.net
Staffing/resourcing your digital campaign
Specialist staff are essential for – Developing good marketing briefs– Working with agencies, negotiating deals– Monitoring campaigns as they go
Agencies– Some agencies offer a number of services but often they
can only do a couple things well. It pays to have a group of specialist agencies that you can work with so you don’t short-change yourself with any of the different online marketing techniques
But what if my digital team is a guy named Steve?– Consider putting together a volunteer board made up of
digital experts who can offer pro bono services– Ask to be ‘adopted’ by a digital agency looking to add a
charity to its client roster