Transcript of SearchLove London 2017 | Cheri Percy | Digital Witness: Tales From the Charity Frontlines
- 1. Digital Witness: Tales from the Charity Front Lines
17.10.2017
- 2. 2 Hello
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- 12. 12 I started ardently fundraising.
- 13. 13 I walked in memory (a lot!)
- 14. 14 I even took on my first 5k
- 15. 15 And smashed it
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- 18. But the same goes for charities
- 19. 19 Digital do gooder, photobomb pro
- 20. 20 Stand Up. Raise Cash. Take Cancer Out.
- 21. 21 The Millennial Mindset
- 22. 22 Power to change the status quo
- 23. 23 Aim at root causes I think that cancer is something that
can be stopped we have the potential to stop it. If everyone comes
together and lends their support, you can stop people going through
what we went through.
- 24. 24 Build collective responses, not individual solutions
Clever use of wording to grab attention Looks like they mean
business *BrainJuicer 2017
- 25. 25 Build collective responses, not individual solutions
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- 26. 26 Change attitudes with the power of collaboration
- 27. 27 A note on that Millennial Mindset
- 28. 28 Because we know.
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- 32. 32 Community can last indefinitely. A movement is about
progress towards a common goal. Joe Jenkins, The Childrens
Society
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- 34. But what about internal change?
- 35. 35 It is possible to affect change from the middle. It just
takes a lot longer Julie Dodd, Parkinsons UK
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- 37. 37 Building a network of Digital Champions
- 38. 38 Across the organisation
- 39. 39 Classroom learning
- 40. 40 One-to-one tutorials
- 41. What on earth were the Digital team up to?
- 42. 42 Sign up content is more than just event details
- 43. 43 What advice are people actually looking for?
- 44. 44 And form content around this
- 45. 45 329% more traffic than the next blog in our organic
search Driving traffic to the site (and away from our
competitors)
- 46. 46 Testing CTAs with a warm audience 757 conversions 153
conversions
- 47. 47 Co-creation is a powerful tool
- 48. 48 especially if you can monetise for good! Raised 3,021.54
in donations 20% uplift on donations target
- 49. 49 Testing increased conversion by 46% Think about where
people are coming from Try this for other larger real-estate
areas
- 50. There were some surprises too!
- 51. 51 57% of conversions came from retargeting
- 52. 52 Invest in the long game Taken 3,340 times 12.49 CPA 3rd
best performing blog post
- 53. 53 Paid media spend for conversion not just acquisition
Retargeting weekly with those registered for an event to encourage
average gift. CPA: 45
- 54. 54 Calculating your lifetime value Average Value of a Sale
Number of Repeat Transactions Average Retention Time for a customer
X X
- 55. 55 Posting less frequently, and more tactfully
- 56. 56 The valued engagement rate shifted over time
- 57. 57 Anthony Nolan has a content strategy for that The Hunt
(urgent) The Happy Ending (celebratory) The Hero (celebratory) The
Heartbeat (informative)
- 58. But not everything went to plan
- 59. 59 People prefer free stuff, even charitable types
- 60. 60 We say Digital Culture but theres some analog stuff in
there Thanks, Ma
- 61. 61 Not all teams will be adopters straight away Celebrate
and empower those that are!
- 62. A bit of a recap
- 63. 63 Find your root cause
- 64. 64 Keep calm and collaborate
- 65. 65 Invest in the long game
- 66. 66 Drive average value.with value *eg. free stuff
- 67. 67 A sign up or purchase is more than a hard sell *keep
testing that
- 68. And ring in the tangible results
- 69. 69 2,759.00 Make a change
- 70. 70 Make a difference
- 71. 71 Do good with digital
- 72. 17.10.2017 Cheri Percy, Account Director
cheri.percy@nonsenselondon.com