Digital marketing for Charities 2016
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Transcript of Digital marketing for Charities 2016
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2015: A year of digital innovation for charities
Exploring best practice, trends and potential for the year ahead for NfPs
Conlan ConsultingInspirational direct and digital marketing
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Agenda◎ Context – 2015◎ Themes:◎ Simplicity◎ Move to mobile◎ Conversion◎ Integration◎ User focused content◎ Innovation
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Client-side experience
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Consultancy
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2015 – Global context◎ Crisis in Syria, Paris attacks◎ Ebola and obesity epidemics◎ Global warming◎ In UK, increasing scrutiny on impact, financial
management and fundraising techniques◎ More grassroots campaigns◎ Money raised in record time for high profile
campaigns
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Digital trends◎ Increasing importance of mobile and tablets◎ Rise and rise of engagement◎ Pursuit of simplicity
For NfPs◎ Emphasis of fundraising◎ Grassroots activism and empowerment
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VOTE 1: 2015 for you
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1. Simplicity◎ Strategic focus - less produces more:
◎ for charity and individual
◎ Decluttering of images, actions
◎ Aim for people to know or do just one thing
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Simplicity: Strong call to act now
One message permeating this RSPB campaign – traditional and digital media;
• Impact to charity and environment will be more complex:
• a variety of actions from taking part in activity to learning more of charity potentially leading to long term engagement
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Simplicity: Hard- hitting email
Greenpeace:
• Short introductory text with an ATL immediacy
• Sense of danger clearly demonstrated and call to action is very straightforward
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Simplicity: Website takeover
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2. Move to Mobile
Source: Danyl Bosomworth, Smart Insights blog http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
Tipping pointMobile users outstrips desktop
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2. Mobile charity trends
Source Third Sector
Civil Society reviewed the top 100 UK fundraising charities' websites and found that one in three fail the Google mobile friendly test.
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Mobile: How responsive is your design?
● CRUk have pared down the calls to action
● Note strong contrasting colours
● Primary aim in pink - as standout
● User friendly text
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3. Conversion: Upfront donation
● Classical advertising approach
● Directing ‘you’● Unusual price
format for NfP● Page continues
with children’s drawings – breaking linear format
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Conversion: Home Page emphasis
Even more pared down call to actionMore rational –prominent ask and factual justification
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Conversion: Re-targeting
How many journeys result in no immediate action?This double whammy of MPU and banner – gives impact to web exiters
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Conversion: print to digital
Consider all touchpointsThis was most persuasive Consider also benefits to individual
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Conversion: Donor abandonment
You work so hard to attract and convert donors
● When they are so close to committing do you fight to keep them?
● My tests have not yielded any follow up via email to prompt for a donation or find out why the journey failed
For retail sites, about 6 in 10 journeys result in an abandoned basket
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VOTE 2:donor abandon
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4. Integration: on and offline
•Capitalise on ATL spend•Positive imagery – reducing bounce?
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Integration: email to web
•Teasing approach from email to web•Story built and developed
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Integration: Web to social
Web site: data capture and plug for socialTwitter: Visual and hashtag enhancing share of voice and impact
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VOTE 3:integration
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5. User focused content: Aggregation
◎
● Hard work behind the scenes delivers excellent search returns
● Powerful demonstration of cause
● Gives strong evidence to supporters of impact
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5. User focused content: Signposted emails
● Strong lead story● Start with the positive● Clear signposting of topics and
calls to action● Very scrollable content - mobile
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6. Innovation: Gamification
● Free game that has the potential to help impact on scientific research● The more people play, the more valid the findings● Playful way to engage with new audiences with potential to improve
or even save lives
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Innovation: Proven engagementDynamic updating:
supported by impressive integration
From people affected by cancer to
research and fundraising
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Innovation: Extending the reach
Thunderclap: •Aggregating social media•The power of the collective voice•Raising issues•Impact – increased profile contributed to political debate
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2016: What can we expect?
◎Mobile and tablet optimisation◎Boosting conversion◎Increasing integration◎Big data
Particularly for NfP◎Galvanising goodwill - social media impact ◎Service users - understanding needs, delivering
content, connecting via communities
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VOTE 4:2016 for you
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Summary – questions please!linkedin/lucyconlan
◎ Recommended Smart Insights resources:
◎ Soon to be released updated Website Guide for NfPs.
◎ Email to follow and the Social media guide in the new year.