What’s new at World Vision UK Multi-Channel Integration

What I’m covering today

• PURLs have increased income by 30%,

• Social media has reduced cancellations

by 15%,

• Next steps: Multi-channel welcome

journeys

£250,000

£300,000

£350,000

£400,000

£450,000

£500,000

£550,000

2009

H1

2009

H2

2010

H1

2010

H2

2011

H1

2011

H2

2012

H1

2012

H2

2013

H1*

Birthday card income

Birthday Card process

Automated birthday

campaign:

outbound direct mail

Automated birthday

campaign:

outbound direct mail

Email invite and reminder

A personalised online experience

£250,000

£300,000

£350,000

£400,000

£450,000

£500,000

£550,000

2009

H1

2009

H2

2010

H1

2010

H2

2011

H1

2011

H2

2012

H1

2012

H2

2013

H1*

Birthday card income

£10.00

£14.00

£18.00

£22.00

35%

40%

45%

50%

Pre and Post PURL Donations

Pre PURL Avg Donation Post PURL Avg Donation

Pre PURL Response Rate Post PURL Response Rate

£5.00

£6.00

£7.00

£8.00

£9.00

Pre and Post PURL Birthday Card

Income per Supporter

Improved response...

from new sponsors

20%

32%

Bir

thd

ay C

ard

Resp

on

se r

ate

An improved

sponsorship

experience

£30,000

One time cost to setup

the automation

£-

£20,000

£40,000

£60,000

£80,000

£100,000

£120,000

£140,000

Pre Integration Post Integration

Direct campaign costs

Improved processes....

£-

£100,000

£200,000

£300,000

£400,000

£500,000

£600,000

£700,000

£800,000

01-J

an

01-F

eb

01-M

ar

01-A

pr

01-M

ay

01-J

un

01-J

ul

01-A

ug

01-S

ep

01-O

ct

01-N

ov

01-D

ec

2011

2012

£-

£20,000

£40,000

£60,000

£80,000

£100,000

£120,000

£140,000

£160,000

£180,000

Pre Integration Post Integration

Total campaign costs

Staff and Admin

Costs

Direct Costs

£10.00

£14.00

£18.00

£22.00

35%

40%

45%

50%

Pre and Post PURL Donations

Pre PURL Avg Donation Post PURL Avg Donation

Pre PURL Response Rate Post PURL Response Rate

Supporter trips social media

Supporter trips social media

0%

2%

4%

6%

8%

10%

12%

14%

1 2 3 4

Sponsorship Satisfaction & Cancellation

Rates over the following year

Impact on satisfaction

Impact of retention

10.0%

10.5%

11.0%

11.5%

12.0%

12.5%

13.0%

13.5%

14.0%

Trip Email No Trip Email

One year cancellation rate

Welcome • Welcome Pack - Mail

Month 2

• Bounceback

• Mail / Email / Microsite

Month 3

• Project Update

• Mail

Month 4

• Customer Care/ Upgrade

• Telephone

Month 6

• Supporter Magazine / Cross sell

• Mail?

Month 8

• Bounceback

• Mail / Email / Microsite

Month 10

• Project Update

• Email

Month 11

• Cash appeal

• Mail / Email

New Sponsor Nursery Programme Where we are

+ NFR / Website welcome

email/sms if applicable

+ ADP sponsors visits if

applicable

Welcome •Welcome

Month 2

•Bounceback

•Mail / Email / Microsite

Month 3 •Project Update

Month 4

•Customer Care/ Upgrade

•Telephone

Month 6

•Supporter Cross sell

Month 8 •Bounceback

Month 10 •Project Update

New Sponsor Nursery Programme Where we’re heading....

FY14?

Great Content

Photos and stories: Children in their own

words

Storytellers map video

Great photos, stories,

poems, quotes etc from

storytelling workshops.

Great Content Community Photos

Facebook App User content pulled together nicely and archived in a Facebook App

specifically for New Supporters

Navigatable by country

Pulls in Facebook and blog content

Could include community photos (and any new FB content)

New sponsors driven to it at month 3 and 10 by email and SMS

Thank you!

Andrew.Stott@WorldVision.org.uk

Mark.Dibden@WorldVision.org.uk