Supporting non-profit digital objectives with a CXM platform
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Transcript of Supporting non-profit digital objectives with a CXM platform
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More crowded space than
ever
Traditional funnel
disrupted by social, mobile
Distinct donor segmentation by generation
Do more with less
Need to consider
donor lifetime relationship
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Disruption of traditional donor journey
Stanford Social Innovation Review / 2013
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A new model – the vortex• A donor’s engagement has a donor-driven
lifecycle- Varying and fluid entry points - No fixed end point
• The donor’s needs are at the center of the engagement
• Accounts for the influence of other people on the donor-organization relationship
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A fruitful intersection • Multiple channels and points of optimization and
opportunity within the vortex• Specific tactics, tools and capacity that you have
available
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Side note – acronym alert!
• Customer Experience Management• Sitecore XP (Experience Platform)• Traditional CMS publishing capabilities
- Plus marketing automation- Plus ability to manage the customer’s experience in
near real-time
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Side note - Sitecore versions
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Side note - Framing CXM tactics Short Time to Impact• Rules-based implicit
personalization• A|B testing• Engagement plans
Higher ROI• Profile-based implicit
personalization• Explicit personalization• Sales enablement• Lead scoring• Engagement value
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With CXM, four great opportunities• Donor engagement value as a threshold for
marketing decisions & automation• Deeper insights into audience segmentation and
behaviour• Quick wins at key points of optimization• Tool evaluation
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Sitecore’s engagement value• The Basic Premise:
- Not all visitors are created equal
- Some suggest they are more valuable through the actions they take on your site
• Actions that indicate trust or commitment may suggest a visitor is valuable
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Building a donor engagement value model
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1) Donor engagement - So once you’ve done the strategic legwork on donor
engagement value…- What value-add tactics can you get out of your CXM?
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Throughout the vortex• The data, plain and simple• With a raw database, what insights can we glean
after 3 months of data collection? - With a properly instrumented EV model- Especially cross-referenced to audience segmentation
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Throughout the vortex• Use as a threshold for personalization and
engagement plans- Display additional prompts – at a certain level of
engagement• Maximize quality of service, emotional connection
- Use as a trigger within an engagement plan • Drip marketing over a longer period of time• Send automated communications at key engagement points
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Throughout the vortex• Filter on individuals for lead nurturing
- Not only “big fish” donors, but influencers & online ambassadors
- "31% of people who gave online did it because their friends asked them to donate” – Salsalabs
- More effort: combine data within Experience Profile
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Throughout the vortex
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Throughout the vortex• It can persist across channels and across time
- It can handle the messiness of the vortex model.
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2) Understanding and influencing audience segments• Audience segmentation insight can be tied directly and
intimately to content
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With audience profiling• You have an opportunity to:
- Build a culture around strategic content - Build an incredible database after [x] months- Understand patterns of persona behavior - Target personalization directly to onsite behavior
• “Age plays a strong role in predicting the way in which donors engage their favorite charity” – Salsalabs - Identify generational segments, and engage them now (and as they
transition between age categories)
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Bonus!• Sitecore 8 Pattern Matches
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3) Optimizing the donor journey- Opportunities for quick win optimizations- A function of data:
• High traffic areas • Influential points within the vortex
- These tactics make a difference …. And they promote a culture of optimization
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Rules-Based Personalization (Geography)
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Results (Rotman)
Pre-personalization Post-personalization0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Bounce Rate
Pre-personalization Post-personalization0
50
100
150
200
250
300
350
Visit Duration
Pre-personalization Post-personalization0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Pages per Visit
-23%23% 14%
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4) Evaluate platforms & data flow
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CXM platforms – all-in-one or best-of-breed?• What gives you the most effective “full view of the
customer”?- Lead attribution- Thoroughness of online activity capture- Ability to integrate functionality and data (plug & play / provider?)- Ability to take action on trigger points- Ability to identify influencers and major gift constituents- Ability to measure effectiveness and improvements
• (Well-polished CMS publishing capabilities assumed)
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A common model• A central CXM platform serving main web properties• Seamless* conversion flow into a CRM or donor
management system• Email marketing driven from contact system-of-record• Centralized campaign tracking
- AdWords -> CXM -> CRM • A way to extend tracking reach (FXM, Universal
Analytics)
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More journey map usefulness
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In conclusion• The traditional donor engagement model has
been disrupted- Evaluate and use CXM platform capabilities within
this context- The right tool combination can stretch resources
farther and bring higher ROI – real value adds- Opportunities abound. You can, and will see, real
improvements with small optimizations.
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• Mark Jordan• SickKids Foundation• @mojorising
• Amanda Shiga• Nonlinear Creations• @amandashiga
• Stanford Social Innovation Review • The Permanent D
isruption of Social Media
• Blackbaud• The Next Generation
of Canadian Giving• The Next Generation
of American Giving
Thank you!