Walk in Your Donor Prospect's Shoes and Learn How to Drive Them to Action - RedEngine Digital at 2014 Bridge Conference
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Presentation Summary: Come to this session and walk a mile in your donor's shoes. We'll walk you through the donor conversion funnel - from the donor's perspective - from awareness to engagement to transaction, and help you understand how to use specific tactics to create your ideal donor multi-channel funnel. You'll learn how content marketing, advertising, social media, mobile and conversion optimization collaborate and integrate to form the funnel that drives a prospect to become your donor. Learning Outcome #1: Understand what a donor prospect sees during the process of first becoming interested in a cause, through finding a nonprofit, and finally making a donation Learning Outcome #2: See how different marketing strategies impact each other and eventually lead to compounding results Learning Outcome #3: Understand how collaboration is vital to success and apply learned tips and tactics to your fundraising efforts - Liz Murphy, Founder, RedEngine Digital @lizred - Rosa Del Angel, VP of Strategy, RedEngine Digital, @rdelangel - Brian Rogel, Associate Director of SEO and SEM, RedEngine Digital, @BrianRogel
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Walk in Your Donor Prospect's Shoes and Learn How to Drive Them to Action - RedEngine Digital at 2014 Bridge Conference
- 1. #Bridge14 Walk in Your Donor Prospect's Shoes and Learn How to Drive Them to Action Liz Murphy, Founder, RedEngine Digital @lizred Rosa Del Angel, VP of Strategy, RedEngine Digital, @rdelangel Brian Rogel, Associate Director of SEO and SEM, RedEngine Digital, @BrianRogel
- 2. #Bridge14 What is “Google Grants”?
- 3. #Bridge14 Let’s Start… Where is Digital Marketing Today?
- 4. #Bridge14 Digital media consumption is booming, led by mobile growth
- 5. #Bridge14 In 2013, 86% of American adults use the internet, up from just 14% in 1995. -- PewResearch Internet Project
- 6. #Bridge14 Mobile is Now the Norm As of December 2013, 56% of U.S. digital media consumers constitute the “multi-platform majority” -- comScore
- 7. #Bridge14 Customers Don’t See Channels “I just want to buy something, when, where, and how I choose”
- 8. #Bridge14 So Marketing Budgets Are Changing Too
- 9. #Bridge14 Online Giving Continues to Grow
- 10. #Bridge14 Meet the “Digital Omnivore”
- 11. #Bridge14 Online Giving “A seamless brand experience is key to engaging today’s tech-savvy, multi- device-owning customer.”
- 12. #Bridge14 Engaging the New Omni-channel Consumer Source: Optify
- 13. #Bridge14 Say Goodbye to the Old Digital Media Silos EMAIL WEBSITE SEARCH DISPLAY SOCIAL MOBILE
- 14. #Bridge14 Focus Your Digital Marketing Efforts on the Donor, Not the Channel
- 15. #Bridge14 Welcome the Digital Marketing Trifecta PAID MEDIA Paid search (PPC) Display Social Advertising Mobile app ads Email buys EARNED MEDIA SEO, Social media (retweets, likes, pins, shares, reputation Management) Mobile (shares, reviews) OWNED MEDIA Mobile (apps, games) Website content Email Social (FB pages, blogs, Twitter accounts, Pinterest, Tumblr, etc.) Mobile alerts PAID/EARNED MEDIA Social media ads, shares, likes, reputation management, Mobile app ads, shares, reviews PAID/OWNED MEDIA Mobile, apps, games, social media ads, Twitter content, blogs EARNED/OWNED MEDIA Social, likes, shares, retweets, mobile app ads, shares, reviews EARNED/ PAID/ OWNED MEDIA Social (ads, blogs, shares, sponsored content) Mobile apps
- 17. #Bridge14 What is a Conversion Funnel? “Conversion funnel is a technical term used in e-commerce operations to describe the track a consumer takes through an Internet advertising or search system, navigating an e-commerce website and finally converting to a sale.” -Wikipedia
- 18. #Bridge14 Feed The Conversion Funnel
- 19. #Bridge14 Top of the Funnel Strategies Non-Branded Search Marketing (SEO and PPC) Display Advertising/Social Media Advertising (Including Online Video) Content Marketing Video Marketing Offline Marketing – Direct Mail/DRTV/Radio/Print Advertising/Telemarketing/Events Partnerships
- 20. #Bridge14 Top of the Funnel – American Diabetes Association Goal: Improve the amount of new online donors Strategy: Increased prospecting within the display advertising campaign Results: Display brought 66% new online donors which was a greater % of new donors than any other channel
- 21. #Bridge14 Top of the Funnel – Non-Branded Content – Catholic Relief Services 40.47% of organic traffic traffic to Catholic Relief Services comes from non-branded keywords. 82.77% of non-branded traffic comes from new visitors • what is aids and hiv • prayers for the Philippines • catholic service organizations • catholic donations • catholic refugee services • catholic relief fund • relief services • food and hunger
- 22. #Bridge14 Top of the Funnel – Safe Kids USA 80% increase in number of fans as a result of FB ads 3,000 very qualified new email addresses from email sign up in landing page.
- 23. #Bridge14 Middle of the Funnel Strategies Branded Search Marketing (SEO and PPC) Email Marketing/Email Subscriptions Direct Mail Telemarketing (Upsell) Social Media Marketing Remarketing/Retargeting
- 24. #Bridge14 Middle of the Funnel – Special Olympics Goal: Improve the conversion rate of people who previously visited the Special Olympics Website Strategy: Ran a remarketing campaign and then used an A/B test to gauge its impact Results: The remarketing test group achieved a 330.81% higher conversion rate than the control group that was not shown remarketing ads
- 25. #Bridge14 Middle of the Funnel – American Diabetes Association, Paid Search (SEM) Using Grants and Paid search the SEM campaign received100% of the search impression share on branded terms during an EOY campaign As a result, search raised $456,000 with 397% ROI Revenue was up 64% over previous year
- 26. #Bridge14 Bottom of the Funnel Strategies Conversion Optimization/Landing Page Optimization Post-Conversion Marketing Attribution Reporting/Analytics
- 27. #Bridge14 Bottom of the Funnel - CARE Goal: Improve conversion rates and average gift Strategy: Ran an A/B test between an end-of-year donation form vs. a splash page with more information about CARE which linked to the donation form Results: Visitors sent to the splash page were 47% more likely to donate and had an average gift $69 higher than visitors sent to the donation form
- 28. #Bridge14 Bottom of the Funnel - HSUS Lightbox test helped identify highest performing creative for EOY.
- 29. #Bridge14 Funnel Synergy Combining multiple channels within the funnel creates compounding benefits
- 30. #Bridge14 Funnel Synergy – Special Olympics, Connecting Offline & Online Audiences
- 31. #Bridge14 Facebook EOY CRM Retargeting • Facebook CRM ads targeting direct mail donors, lapsed donors and non-donors • Test Group A featured donors who received a Matching Gift direct mail package AND were served Facebook ads • Test Group B included lapsed donors and non-donors who received a non-Matching Gift direct mail piece AND were served Facebook ads • 2 Control groups (donor and non) who did not see Facebook ads
- 32. #Bridge14 Facebook EOY CRM Retargeting • For donors, FB ads generated 153% ROI with online gifts, plus small avg gift increase in mail • For non-donors, FB ads lifted avg gift in mail by nearly 20% and generated 21% more revenue than DM group who did not see ads. for every $1 spent online, we raised $8.50 in the mail. • Match rate from Facebook was 50%
- 33. #Bridge14 Funnel Synergy – American Diabetes Association, Integrated Email & DM Direct Mail Donors Pre- Email Direct Mail Donors Post-Email
- 34. #Bridge14 ADA Matching Gift Campaign • 2-email series to 20,000 direct mail donors – two segments • 4-email series to house file and DM donors got emails #2-4 (suppressed from email #1) • Pre- and post-emails integrated with direct mail campaign (DM included GA tagged vanity url for online donations) • Pre-email sent March 5 • Direct mail in home March 8-15 • Post email sent March 19
- 35. #Bridge14 A $20K Surprising Result! • Small return via email and 5% lift in DM giving • BUT $20,105 attributable revenue came in via the vanity URL donation form • DM donors who received emails were 3x more likely to give online and give a gift 32% higher than those who didn’t receive emails • Many first-time online gifts from this group
- 36. #Bridge14 Email was a huge influencer 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 3/8/2013 3/15/2013 3/22/2013 3/29/2013 4/5/2013 4/12/2013 4/20/2013 4/28/2013 5/6/2013 5/14/2013 Number of Donations via Vanity URL by Date 3/15/2013 Direct Mail in home date (mailed 3/2/2013) 3/19/2013 Post Direct Mail Email 4/17/2013 Email #2 Deploys 5/1/2013 Email #3 Deploys
- 37. #Bridge14 Funnel Synergy – Social Media + Search
- 38. #Bridge14 Full Funnel Strategy – CARE EOY CARE EOY Funnel Strategy Top Funnel: Display & SEO Middle Funnel: PPC & Retargeting Bottom Funnel: LPO The EOY integrated campaign raised a total of $538,169 which increased revenue by 60% year- over-year.
- 40. #Bridge14 Consider More Than One Interaction When Evaluating Media Efforts
- 41. #Bridge14 Multiple Touch-points New Attribution Approach
- 42. #Bridge14 Typical Channel Roles in the Journey: Assist vs. Last Interaction Source: Optify
- 44. #Bridge14 Revenue By Device & Channel
- 45. #Bridge14 Breaking Down Cross-device Barriers
- 46. #Bridge14 Cross-device Report in Universal Analytics
- 48. #Bridge14 Thank you! Don’t forget to visit the Solutions Showcase! Many of the ideas discussed today are on display at the Solutions Showcase! Got Questions? Contact RedEngine Digital http://www.redenginedigital.com Facebook: www.facebook.com/redenginedigital Twitter: @redengine Email: info@redenginedigital.com Phone: 703-556-8489
Hinweis der Redaktion
- What will we be covering in this session: Changes in digital consumption, changes in digital Understand what a donor prospect sees during the process of first becoming interested in a cause, through finding a nonprofit, and finally making a donation Walk you through the marketing funnel with specific examples from different nonprofits
- Total digital consumption has nearly doubled in the past 3 years
- In 2013, 86% of American adults use the internet, up from just 14% in 1995. PewResearch Internet Project
- -- comScore
- Customers are oblivious to channels. All they want is to be able to buy something, when, where, and how they choose. Removing business silos to give customers access to their entire product range no matter what device they are using and providing a "joined up" experience across Web, mobile, and offline is a must. ClickZ, The Future of Digital Retail
- Digital Marketing Budgets Increase, Reflecting New Focus on Customer Experience: The bulk of new marketing spending in 2013 was in digital channels. About 20 to 23 percent of marketing spending overall is digital spend Winterberry Group analysis
- Overall charitable giving grew 4.9% in 2013, while online giving grew 13.5%. Online giving accounted for 6.4% of all charitable giving in 2013. Blackbaud 2013 Charitable Report Internet fundraising grew by roughly 13 percent last year, according to a survey of 100 of the largest nonprofits conducted by The Chronicle. http://philanthropy.com/article/Online-Fundraising-Goes/146619/
- Photo: Cuddling with multiple devices CC BY 2.0 Digital omnivores are consumers who are able to engage seamlessly with a steady stream of digital content across different platforms comScore, The Rise of Digital Omnivores
- Photo by Vinoth Chandar / CC BY 2.0: https://flic.kr/p/ddBxmW So What Do We Need to Engage Donors and prospects Today? Quote from Accenture
- Multichannel MKT is necessary to engage the multi-touch point consumer
- Engaging the New Omnichannel Consumer Say Goodbye to Digital Silos
- Photo, Google, Universal Analytics
- Welcome the Digital Marketing Trifecta
- OK, we get it, so how do we go from media silos to a donor-centric approach? Photo: Bizio
- People who are unaware of or have yet to interact with your organization
- 60% from branded organic traffic.
- 60% from branded organic traffic.
- Audience Question: Who do you think are the people in the middle of the funnel? A: People who are aware of or have previously interacted with the organization (Leads)
- We utilized paid search efforts across AdWords and Bing and supported those with Google Grants efforts as well. We primarily utilized the Grants campaigns for keyword and ad copy testing. When we looked at the previous year’s performance we identified several ways to maximize branded keyword results. With an increased budget we were able to get a 100% of the search impression share on branded terms. Additionally, we developed ad copy to increase our click-through rate on traffic. And in order to keep our targeted audiences engaged Top Ad Copy and our messages relevant, we rotated in new ads that focused on tax-deduction and urgency of giving the closer we got to December 31.
- People on an organization’s website who have a goal of donating (Customers)
- Goal: Improve conversion rates and average gift Strategy: Ran a test splitting traffic between two landing pages—one, an end-of-year donation form; the other, a splash page with more information about CARE which then linked to the donation form Results: Visitors who were sent to the splash page were 47% more likely to donate and had an average gift that was $69 higher than those visitors sent directly to the donation form
- Testing groups
- Would direct mail supporters give more if they received an email and how would it affect their direct mail response and average gift?
- Used GA and Convio to track and analyze.
- After some digging into Convio… Pulled the transaction records to the DM forms for previous donors and existing constituents for whom this was a first time gift
- The Multiplier Effect of Integrating Search & Social Advertising, Marin Software
- The EOY integrated Display + SEM campaign raised a total of $538,169 with a ROAS of 608%. Revenue increased by 60% at EOY 2013 vs. EOY 2012. Our strategy was to increase revenue during December 2013 by using a strategic mix of display advertising and paid search ads. The display campaigns drove brand awareness to “fill the upper funnel” (prospects who are early in their consideration life cycle, they have not made up their mind regarding when and who to donate to) and increase search volume at one of the most important times of the year for charitable giving.
- OK, we get it, so how do we go from media silos to a donor-centric approach? Photo: Google
- As an example, GA is last touch Photo: Google
- OK, we get it, so how do we go from media silos to a donor-centric approach? Photo: Google
- Photo: Google
- Desktop is still bringing majority of donations for most nonprofits, but visits from mobile devices are increasing. This data is for December 2013, where 20.34% of visits came from mobile devices but only 6.32% of revenue as a result of mobile visits.
- Track donor engagement across devices Select the right tools, including payment tools Develop native content for mobile, like coupons and mobile-friendly content
- Track donor engagement across devices Select the right tools, including payment tools Develop native content for mobile, like coupons and mobile-friendly content
- Track donor engagement across devices Select the right tools, including payment tools Develop native content for mobile, like coupons and mobile-friendly content