Slides from Sydney seminar

1. Take Control of the Donor Journey
Sydney NFP Breakfast Briefing, 22nd August 2014
@derektweets
Derek Laney
Director Product Marketing

2. Communicate
More Effectively
Raise More
Resources
• Multi-Channel Marketing
• Email Marketing
• Marketing Automation
• Social Engagement
• Donor Management
• Events Management
• Volunteer Management
• Grants Management
Engage and
Strengthen Your
Community
• Social Intranet
• Member Community
• Affiliate/Chapter
Community
• Partner Community
Deliver Better
Programs and
Services
• Program Management
• Case Management
• Call Center
• Advocacy/Policy
Tracking

4. Making
Siloed Data
Usable
Being
relevant to
where
donors are
Automate
Lifecycle
Engagements
Optimise
Donation
Process
Common
Challenges
Reach
Mobile
Customers

5. Overcome
the Silo Effect
Common Challenge
“Most marketers still manage messaging in specific
silos and don’t meet subscribers’ expectations for
integrated, synchronized messaging.”
Forrester, 2012

6. Single
Point of
Interaction
F.R.
CRM
Stakeholder A
Stakeholder A
Adopting a Stakeholder Centric Approach

7. Technology
& Data Success
• Needed to properly communicate with individuals
based on their personal preferences and past donations
• Leveraged Microsoft CRM Integration to utilize key
subscriber information stored within the application
• Increased donor volume and gained global view
of subscribers
Success Spotlight

8. David Turner
Digital Marketing Specialist

9. Be Relevant to
Where Donors Are
Common Challenge
“> 50% of customer interactions happen during a
multi-event, multi-channel journey.”
McKinsey Research – Customer Journey Transformation, Sept 2013

10. Revenue
Time (t)
LTV ( - )
LTV ( + )
ACQUIRE ENGAGE RETAINONBOARD
Interactions over the lifecycle

11. Web
Acquisition
Social
Acquisition
Welcome
SeriesBrowse
Abandon
Promotions
Regular
Giving
Donation
Social
Engagement
& Advocacy
Browse
Retargeting
Donation
Abandonment
Tax Summary
Reengagement
Winback
Small Audience
Large Audience
Events
Fundraising
Platforms
Mobile
Acquisition

13. 2013-2014 School Year
Revenue: $60M
From email: $10M

14. Donor base: 1,375,000
Teacher base: 420,000
Transactional Emails: 19 million
Open Rate: 44%
Campaign Emails: 15 million
Open Rate: 20%

15. Tips from DonorsChoose.org
1. ARM Ambassadors
2. Build social sharing points
3. Corporate Partnerships
AQUIRE
4. Personalized receipts
5. Relevant project updates
6. Relevant recommendations
ENGAGE

17. Automate
Lifecycle Engagements
Common Challenge
We must move from numbers keeping score to
numbers that drive better actions.
David Walmsley, Head of Multichannel, Marks & Spencer

18. Identify
Lifecycle
Touch Points
ExactTarget Marketing Cloud Solution
New Member
Welcome Email
Abandoned
Donation Notification
Donation Thank You
& Confirmation Email
Monthly Giving Email
Event Invitation

19. 1. Sponsorship Lifecycle 2. Post Gift Donation 3. Campaign
Example

21. Reach Mobile
Customers
Common Challenge

22. Text ‘DONATE’ to
0428 030 701

23. 0
10
20
30
40
50
60
70
Australia Brazil China France Germany Japan UK USA
36.8 35.4
27
18.3
5.9
30.2 31
52.2
13.8
33.1
38.2
28.8
19.6
50.9
43.5
64.6
26.3
46.9
42.3
39.8
24.7
62.2
56.4
2011
2012
2013
Mobile Penetration (Total Population)

25. 41% use mobile
friendly design

26. 46% have an app
70% don’t use location

28. The Platform for 1:1 Customer Journeys
Build a Single View of the Customer
Plan and Optimize the Customer Journey
Deliver Personalized Content Across
Every Channel and Device
Measure the Impact on Your Business

29. How it Works…
Journey Builder
Predictive Intelligence
Customer Data Platform

32. Thank You!