Claire Hazle, head of digital, Marie Curie 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

1. Transforming supporter experience
Claire Hazle, Head of Digital
@clairerosehazle

2. Marie Curie provides care
and support for people
living with a terminal
illness, and their families.
Our nurses work night and
day, in people’s homes
across the UK, providing
hands-on care and vital
emotional support. Our
hospices offer specialist
round-the-clock care.
About Marie Curie
We are investing in a three-year digital transformation Programme
that is transforming how we engage with those who need our help or
choose to support us.

3. “Strategists often equate the term ‘digital
transformation’ with a shift in technology
investment, when its true implications span far
beyond technology and into the realms of
infrastructure, organisation, leadership, and a
renewed focus on the entire customer
experience.”
(Brian Solis, Altimeter Group, ‘The 2014 State of Digital Transformation’)

4. How digitally mature is your organisation?
See also PA Consulting’s digital barometer and Altimeter Group’s ‘The 2014 State of Digital Transformation’
2012
2015
Digirati are 26%
more profitable
than their
competitors
because they
have greater
maturity in both
dimensions
Taken from Capgemini and MIT, ‘The Digital Advantage: How Digital Leaders Outperform Their Peers in Every Industry’

5. Embarking on a digital transformation journey is a bit
like baking a cake….
Get your sponge mix right first!
Focus on what is right for your own organisation
at this moment in time, and do it well
(BRILLIANT BASICS)
A nice dollop of experimentation, agile
working and appropriate digital investment
(‘DIGITAL FIRST’)
Sprinkles of innovation, customer centricity,
multichannel integration and process redesign
(‘CUSTOMER FIRST’)

6. Without a solid strategy, the reality could
look more like this...

7. Better Connected: the case for digital transformation
at Marie Curie
• significantly behind charities of a similar size and scope
• under-investing in both digitally-skilled people and technology
• lacking strategic digital direction
• risking significant limitations to future income and supporter
recruitment/retention if we did nothing to address the situation
In October 2013, a business case was presented to Trustees that set
out a vision of the future and the investment required to achieve it.
In 2012, Marie Curie commissioned an independent
review of its digital capabilities. This review found that we
were:

8. What’s been cooking at Marie Curie over the
past twelve months?

9. We’ve been getting our sponge mix right….
WEBSITE
Responsive design
User-centric approach
Multivariate testing
Conversion rate
optimisation
Accurate analytics
MARKETING
Campaign automation
Events automation
Marketing optimisation
Email redesign
PEOPLE AND CULTURE
Recruitment
Digital leadership and
vision
Digital engagement
Strategic agency selection

10. Creating a Digital Centre of Excellence
Centralised Digital team:
• Channel management
• Campaigns
• SEO
• User experience
• Social media
• Project management
• eCRM
• Digital marketing
• Digital strategy
Scrum team:
• Digital team: Product
Owner, Business Analyst,
UX
• IT: back end and front end
developers, quality
assurance
• Creative Services:
graphic design
Creative
Services:
Content Editors
Design
Strategic digital
agency (Dam Digital):
• Development
overspill
• Projects
• Campaigns
• Strategic support
Marketing:
Strategic
alignment and
integrated
channel plans
Fundraising:
Product income
Direct mail
Technology, Digital and Analytics
Marketing, Fundraising
and Public Affairs

11. Encouraging cultural change
“..it is the people who
figure out how to work
simply in the present,
rather than the people
who mastered the
complexities of the
past, who get to say what
happens in the future.”
(Clay Shirky, author) Our Digital drop-in day where teams across the charity
came to find out more about what we do in Digital.

12. Marie Curie website: BEFORE

13. Marie Curie website: AFTER
24% increase in time spent on the site
25% increase in single
donation conversion rate
“…the whole website is a
pleasure to navigate. Top
marks to your web design
team.” (K Butler via Facebook)

14. Marketing: transforming our supporter experience
• Emails featured dynamic content eg.
geo-location/postcode, weather forecast
• Storytelling through video
• Triggered SMS wished collectors good
luck on the morning of their collection
and shared total amount raised
• Social proof – live Twitter feed
• Inventory-based targeting: collection
sites below capacity were identified and
geographically matched against
supporter segments, who then received
an email with an urgency message.
Social spend and PPC upweighted to
same model
• Gamification to encourage up-sell
• Automation used to trigger workflows
based on lead times
The Great Daffodil Appeal

15. Administration time for a campaign reduced
from 3 weeks to 2 days

16. Campaign results… the icing on our cake!!!
• Online registrations up 49% YoY
• Conversion from email campaign up
66% YoY
• Over 600 shifts upsold through the
gamification of engagement journeys
• The campaign has been featured twice
on the eConsultancy blog, and it won
the Gold Award at the Digital Impact
Awards in October 2014 (Best Use of
Digital in Charity, NFP and NGO)

17. So what’s next on Marie Curie’s digital journey?

18. We plan to make Marie Curie a
Digirati….
Initiatives: our main focus will
be on multichannel customer
experience (frictionless
journeys), improving care,
social media and process
efficiencies
Culture and governance: staff
engagement and creating a
customer-centric target
operating model

19. My top tips….
Ground everything in evidence – spend where you’ll make the biggest difference
Take people with you on the journey – don’t underestimate the need for continual
engagement
Build solid foundations but keep people interested when it’s not sexy
Test and learn – take calculated risks
Get a good agency who will support and challenge you
Be realistic and don’t get distracted
Don’t give up!

20. Thank you!
@clairerosehazle

21. 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

22. Digital
transformation
Conference
21 May 2015
London
#charitydigital
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