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Insight-driven, supporter journeys at Anthony Nolan

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Matt Warrilow, senior supporter experience manager, Anthony Nolan

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Insight-driven, supporter journeys at Anthony Nolan

  1. 1. INSIGHT-DRIVEN SUPPORTER JOURNEYS AT ANTHONY NOLAN
  2. 2. GETTING THINGS STARTED
  3. 3. GETTING THINGS STARTED
  4. 4. GETTING THINGS STARTED
  5. 5. • IN THE BEGINNING…
  6. 6. • IN THE BEGINNING…
  7. 7. FIRST YEAR ON THE REGISTER
  8. 8. WHY DID WE NEED THIS JOURNEY?
  9. 9. HOW WE DEVELOPED IT
  10. 10. • IN THE BEGINNING…
  11. 11. • PU T TING S U PPORTERS F IRST
  12. 12. • PU T TING S U PPORTERS F IRST
  13. 13. • Increases understanding of our supporters • Gets everyone on the same page • Discover new opportunities BENEFITS OF THIS APPROACH
  14. 14. THE WELCOME SECTION
  15. 15. WELCOMING – GETTING SUPPORTERS TO SEND BACK THEIR SWAB KIT
  16. 16. ONGOING ENGAGEMENT
  17. 17. ONGOING – DEEPENING THEIR RELATIONSHIP WITH US
  18. 18. TESTING...
  19. 19. IF THESE SUPPORTERS PREFER SHORTER OR LONGER COPY
  20. 20. TYPES OF CASE STUDIES THIS AUDIENCE ENGAGES MOST WITH
  21. 21. IF THIS AUDIENCE ENGAGE WITH A ‘VOTE FOR YOUR NEXT EMAIL’ ASK
  22. 22. WHETHER THIS AUDIENCE ARE MORE LIKELY TO OPEN AN EMAIL WITH A ‘CLEAR’ OR ‘AMBIGUOUS’ SUBJECT LINE Email name Clear SL Open rate Ambiguous SL Open rate Promoting Reddit AMA Ask us anything That thing you’ve always wanted to know… Vote email What do you want in your inbox next? Decisions…decisions…
  23. 23. IF THIS AUDIENCE PREFER EVENTS OR COMMUNITY FUNDRAISING
  24. 24. HOW IS IT DOING SO FAR?
  25. 25. • 60,000 supporters on the journey • 160,000 emails sent • 55% average open rate (peaking at 79%) • 40,406 returned their samples – 67% return rate • 2,403 returns from people sent the reminder email (16% of all those sent it) • 4 people on journey have gone on to donate stem cells SO FAR THE JOURNEY HAS SEEN…
  26. 26. EARLY LEARNINGS FROM TESTING
  27. 27. IF THESE SUPPORTERS PREFER SHORTER OR LONGER COPY
  28. 28. 0.73% CTR 0.86% CTR IF THESE SUPPORTERS PREFER SHORTER OR LONGER COPY
  29. 29. TYPES OF CASE STUDIES THIS AUDIENCE ENGAGES MOST WITH
  30. 30. 3.7% CTO 3.3% CTO TYPES OF CASE STUDIES THIS AUDIENCE ENGAGES MOST WITH
  31. 31. TYPES OF CASE STUDIES THIS AUDIENCE ENGAGES MOST WITH
  32. 32. EMAILS WITH HIGHEST ENGAGEMENT RATES ARE…
  33. 33. EMAILS WITH HIGHEST ENGAGEMENT RATES ARE…
  34. 34. EMAILS WITH HIGHEST ENGAGEMENT RATES ARE…
  35. 35. IF THIS AUDIENCE ENGAGE WITH A ‘VOTE FOR YOUR NEXT EMAIL’ ASK
  36. 36. IF THIS AUDIENCE ENGAGE WITH A ‘VOTE FOR YOUR NEXT EMAIL’ ASK
  37. 37. 82% votes 18% votes IF THIS AUDIENCE ENGAGE WITH A ‘VOTE FOR YOUR NEXT EMAIL’ ASK
  38. 38. 7.6% CTO 2.2% CTO IF THIS AUDIENCE ENGAGE WITH A ‘VOTE FOR YOUR NEXT EMAIL’ ASK
  39. 39. WHETHER THIS AUDIENCE ARE MORE LIKELY TO OPEN AN EMAIL WITH A ‘CLEAR’ OR ‘AMBIGUOUS’ SUBJECT LINE Email name Clear SL Open rate Ambiguous SL Open rate Promoting Reddit AMA Ask us anything That thing you’ve always wanted to know… Vote email What do you want in your inbox next? Decisions…decisions…
  40. 40. Email name Clear SL Open rate Ambiguous SL Open rate Promoting Reddit AMA Ask us anything 31% That thing you’ve always wanted to know… 38% Vote email What do you want in your inbox next? 36% Decisions…decisions… 40% WHETHER THIS AUDIENCE ARE MORE LIKELY TO OPEN AN EMAIL WITH A ‘CLEAR’ OR ‘AMBIGUOUS’ SUBJECT LINE
  41. 41. IF THIS AUDIENCE PREFER EVENTS OR COMMUNITY FUNDRAISING
  42. 42. 63% 37% IF THIS AUDIENCE PREFER EVENTS OR COMMUNITY FUNDRAISING
  43. 43. £18,462.16 MINIMUM RAISED SO FAR
  44. 44. OTHER THINGS WE’VE LEARNT
  45. 45. • It’s ESSENTIAL to involve colleagues from day one • Managing expectations – it won’t be perfect from the start • Never assume – always test • Stats aren’t the only way to measure success OTHER THINGS WE’VE LEARNT
  46. 46. NEXT STEPS
  47. 47. • Finish the journey! • Full review of journey’s impact so far • Gather more supporter insight and feedback • Phased updates • Ongoing testing (content/channels/asks) • Empower and upskills colleagues to develop their own journeys NEXT STEPS
  48. 48. THANK YOU ANY QUESTIONS?
  49. 49. Optimising your digital content to improve supporter journeys Midlands networking group 13 June 2019 Birmingham #CCMidlands Wifi: BTopenzone
  50. 50. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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