Graham Covington, Engaging Networks Charity online engagement conference www.charitycomms.org.uk/events

1. CharityComms: Online Engagement
Leading or Lagging?
March 27, 2013

2. online engagement
are charities leading the way?
the
online
engagement
of
chari/es
and
commercial
organisa/ons
can
not
be
compared
using
high
level
Internet
usage
data
(e.g.
the
percentage
of
people
purchasing
goods
online
versus
the
high
street)
In
December
2012,
research
company
NPD
Group
looked
into
the
effect
of
social
media
on
shoppers’
buying
paFerns;
they
asked
if
respondents
shopped
for
a
product
online
as
a
result
of
something
they
had
seen
on
a
social
media
site,
27%
said
yes.
purchasing
goods
online
is
a
fundamentally
different
dynamic
to
online
charity
giving
what
can
be
compared
is
the
effec/veness
of
chari/es
in
execu/ng
the
fundamentals
of
online
engagement
www.engagingnetworks.net

3. how do you stack up?
engagement scorecard
message:
the
first
point
of
engagement
you
need
to
score
is
your
message:
is
your
appeal
interes/ng,
engaging,
emo/ve?
marke8ng:
chari/es
use
a
wide
range
of
tools
to
market
fundraising
campaigns
to
exi/ng
donors
and
prospec/ve
donors;
is
your
marke/ng
engaging?
conversion:
once
a
donor
has
made
the
commitment
to
donate,
how
engaging
is
the
dona/on
page?
has
it
been
op/mized
to
convert?
rela8onship:
donors
need
ongoing
engagement
to
con/nue
suppor/ng
your
charity
www.engagingnetworks.net

4. message... think story
are you telling good stories?
telling
good
stories
is
a
cri/cal
component
of
online
engagement:
it
is
the
star/ng
point
good
stories
draw
people
to
your
mission
and
your
community,
but
more
importantly,
they
get
shared
stories
can
be
expressed
in
wri/ng,
video,
and
images
the
stories
chari/es
tell
compete
in
a
crowded
media
marketplace
with
stories
told
by
commercial
brands
www.engagingnetworks.net

5. marketing.... you make giving fun
Humane Society
International
‘gamified’
recurring
dona/on
page
move
the
slider
to
give
more
the
more
you
give,
the
more
lab
animals
are
released
the
lab
gate
moves
across
the
page
as
you
move
the
slider
www.engagingnetworks.net

6. messaging.... did it work?
in a word... yes
The
‘gamifica/on’
of
the
recurring
giR
page
produced:
A
higher
average
recurring
giR
A
higher
number
of
recurring
giRs
Analysis
of
December
2012
recurring
dona/ons:
General
dona/on
page
(not
interac/ve/redesigned):
56
recurring
dona/ons;
average
giR
$18.36
Street
Dog
Defender
(interac/ve
with
slider):
33
recurring
dona/ons;
average
giR
$21.39
Lab
Animal
Defender
(interac8ve
advanced
design):
122
recurring
dona8ons;
average
giB
$22.08
www.engagingnetworks.net

7. marketing... how we doing on social?
peer-to-peer
fundraisers
have
raised
very
liFle
money
directly
through
social
networks
peer-­‐to-­‐peer
is
about
friends
recrui/ng
friends
and
family
to
donate
and
talk
about
themselves
social
networks
are
a
cri/cal
tool
in
peer-­‐
to-­‐peer
campaigns
and
have
been
extremely
effec/ve
in
helping
your
fundraisers
to
raise
money
www.engagingnetworks.net

8. marketing.... channel integration
Greenpeace UK arctic campaign
ac/vists
send
a
leFer
to
the
CEO
of
Shell
for
the
Arc/c
Campaign
the
‘thank-­‐you’
page
is
actually
a
fundraising
page
with
a
‘thank
you’
message
ac/vists
are
encouraged
to
a
make
a
small
single
dona/on
campaign
brand
and
supporter
data
make
it
compelling
and
easy
www.engagingnetworks.net

9. marketing.... did campaigners really give?
amazing results
28,468
ac/on
takers
for
the
Shell
Arc/c
Campaign
1.23%
response
rate
for
dona/on
page,
represen/ng
a
3-­‐4
fold
increase
versus
previous
op/on
to
donate
aRer
taking
ac/on
that
was
passive
and
unbranded
-­‐
‘disconnected’
£16.29
average
giR
£5,736
total
raised
£0.20
per
ac/on
(50%
higher
versus
previous
‘disconnected’
supporter
journey)
www.engagingnetworks.net

10. conversion... charities are losing millions
are your donors working too hard?
it
is
unlikely
that
an
un-­‐tested
dona/on
form
will
convert
at
more
than
15%
some
of
the
elements
that
make
a
difference:
ver/cal
versus
horizontal
giR
strings
one
column
versus
two
column
layout
field
group
order
form
length
(one
page
/
two)
trust
seal
placement
are
your
emails
and
pages
ready
for
mobile?
www.engagingnetworks.net

11. conversion.... where is the instruction
manual?
Royal Ontario Museum
this
is
a
mul/page
dona/on
process
that
requires
several
selec/ons
to
work
out
the
amount
to
give
Text
their
old
technology
made
it
impossible
for
Text
the
digital
team
to
communicate
the
way
Text
they
wanted
to:
impossible
to
format
fields,
re-­‐structure
segments,
or
brand
they
are
re-­‐building
all
dona/on
and
membership
pages
with
Engaging
Networks
for
release
in
April
www.engagingnetworks.net

12. conversion... are you mobile ready?
the train has left the station
email
is
s/ll
the
most
significant
driver
of
online
dona/ons
from
exis/ng
supporters
recent
figures
put
email
opens
on
mobile
devices
at
up
to
35%
-­‐
only
1.4%
will
ever
re-­‐read
the
same
email
on
a
desktop
Some
data
from
Peta
UK:
mobile
op/mized
pages
available
from
September
2012
less
than
3%
dona/on
page
conversion
on
a
mobile
pre-­‐
September
almost
7%
dona/on
page
conversion
on
a
mobile
since
September
www.engagingnetworks.net

13. conversion... is mobile that big already?
yes it is
www.engagingnetworks.net

14. conversion.... ok, so
mobile is taking off
some more
interesting
data
put
simply:
if
you
can’t
convert
a
donor
when
they
click
through
an
email
on
their
mobile
device,
you
have
lost
them
www.engagingnetworks.net

15. relationship: they don’t even know who I am!
personalisation leads to relevance
have
you
ever
asked
a
major
donor
to
make
a
single
giR
of
$5?
do
you
maintain
segments
based
on
donor
capacity?
do
you
know
what
areas
of
your
work
or
mission
are
of
par/cular
interest
to
each
donor?
do
you
maintain
segments
based
on
interest?
do
you
ever
ask
your
supporters
what
areas
of
your
work
are
of
interest
to
them?
do
you
know
what
happens
to
lapsed
donors?
have
you
ever
tried
to
recover
them?
www.engagingnetworks.net

16. relationship.... making the connection
how about good data?
www.engagingnetworks.net

17. relationship.... can we go further?
algorithms
www.engagingnetworks.net

18. how do you stack up?
engagement scorecard
message A-­‐ more
video...
marke8ng B+ more
interac/ve
content
conversion C more
of
everything
rela8onship C+ more
relevance
www.engagingnetworks.net

19. thank you and....
find more online at:
www.engagingnetworks.net
please email me!
graham@engagingnetworks.net