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Optimising the 30 Days Wild supporter journey

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Leanne Manchester, The Wildlife Trusts

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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Optimising the 30 Days Wild supporter journey

  1. 1. Optimising the 30 Days Wild supporter journey Leanne Manchester, The Wildlife Trusts
  2. 2. The Wildlife Trusts The Wildlife Trusts want more wildlife and more wild places, and people closer to nature. We believe that everyone should have the opportunity to experience the joy of wildlife and wild places in their daily lives. • 46 Wildlife Trusts covering the UK, Alderney and the Isle of Man; • Federated charities with a common goal; • Working together as a movement.
  3. 3. The 30 Days Wild journey • Launched 2015 • National nature engagement campaign • Connect people to nature near them • Promote pro-nature activities and improve health and wellbeing • 30 Random Acts of Wildness – one wild thing every day in June • An active online community of nature enthusiasts • Build evidence base on the impact of activities in nature on health and wellbeing (with the University of Derby)
  4. 4. The 30 Days Wild journey 2015 2016 2017 2018 2019 (as of 7th June) Total no of sign-ups 12,500 29,000 49,000 69,000 77,000 Estimated total no of participants 16,250 94,400 237,940 359,000 500,000 No of warm leads n/a 21,700 37,200 40,000 TBC
  5. 5. The User Journey User sees CTA via local Wildlife Trust or central team. Click through to Engaging Networks sign up page. Simple sign up journey. User received email with digital pack and link to resources. User receives postal pack in May personalised for location (if requested). Digital engagement with central team. Follow on journey with their Wildlife Trust.
  6. 6. Improving the Engaging Networks journey • Optimising the address form • Increasing the variety of packs • Individual/family (2015-present) • School (2016-present) • Business (2018-present) • Care home (2019 pilot)
  7. 7. Increasing sign ups – Facebook advertising Outdoor lovers Families Schools Picture of pack Picture of people Picture of pack Picture of people Picture of pack Picture of people
  8. 8. Outdoor lovers Families Schools Increasing sign ups – Facebook advertising
  9. 9. Families Schools Increasing sign ups – Facebook advertising
  10. 10. Increasing sign ups – Facebook advertising
  11. 11. What did we learn from Facebook advertising? • People like to see what they’re getting! • Women convert at a higher rate • 26-44 are core audience • Constantly retarget – boosts sign ups • Conversion rate from Facebook – around 50% • Vast majority were individual packs (over 30k) What will we do differently next year? • Target previous 30 Days Wild users in an extended campaign – warm leads throughout the year before targeting • Optimise our audiences even further and plan messaging further in advance • Learn more about Facebook advertising! Increasing sign ups – Facebook advertising
  12. 12. Increasing sign ups – Twitter and LinkedIn advertising DOES. NOT. WORK. FOR. US.
  13. 13. Increasing sign ups – Google Ads • Useful, but not as much ROI as Facebook • Time wasted creating a new Google Ads account (as separate from Google Grants) • Use an agency to manage our Google Ads • Next year – more hands on
  14. 14. Wildness Quiz • Participants complete the Wildness Quiz 3 times – start of June, start of July, start of September • Gives them a ‘Wildness score’ • Provides research to the University of Derby
  15. 15. Social media strategy - June Build an online network of nature enthusiasts across our channels: • Facebook group – 22k members • 30 Days Wild Twitter page – 13k followers • Promote on core channels too (not just advertising) • Instagram increasingly popular - engaged influencers and made use of stories • Engage with as much as possible
  16. 16. Follow on journeys with Wildlife Trusts Throughout June Wildlife Trusts send emails to participants. Post-June they should continue the follow up journey. Sussex Wildlife Trust • Led warm lead campaigns with 30 Days Wild participants via email e.g. submit hedgehog sightings • Ran these over six month period leading up to Jan sales • Targeted for Jan sales • Played the long game!
  17. 17. So what are our limitations? • Capacity and resources • The federated structure – both a strength and added complexity
  18. 18. What did we do differently this year? • More specific, strategic Facebook targeting • Follow on journey from the central team, as well as from individual Wildlife Trusts • Toolkit for follow on journeys for Wildlife Trusts • Care home pack • More intensive work with influencers, particularly across Instagram
  19. 19. Looking ahead to next year • More specific central email follow on journey • Heavily targeted Facebook ads – including long lead in time • Early prep with Wildlife Trusts to earn support digitally • Google Ads prepared earlier
  20. 20. Thank you! Any questions? Leanne Manchester, Digital & Content Manager, The Wildlife Trusts lmanchester@wildlifetrusts.org 01636 670085
  21. 21. Optimising your digital content to improve supporter journeys Midlands networking group 13 June 2019 Birmingham #CCMidlands Wifi: BTopenzone
  22. 22. 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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