Email - moving away from the big bang theory towards personal engagement

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Email: From big bang to personal engagement

• Mags Rivett, Director of Marketing• Ian Fairhurst, Senior Consultant (Non Profit)

About Purple Vision

2003 2010 2015 2016• Merged with

Appssential• Europe-wide operations

from UK base

• Works across UK and Eire

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Charities of all sizes & focus

InternationalProfessional, Membership & Regulatory

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What we’ll cover today

• What we mean by big bang and personalisation• Why it matters• A case study of how digital and offline have integrated to

make a difference• Methodology – how to start • What to consider along the way

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Definitions

“Big Bang Theory” • Everyone gets the same content, regardless of interests• Batch and blast / spray and pray

Personalisation• Content is relevant to interest, lifecycle and engagement• 1:1 customer / donor / supporter communications• Ideally related to a ‘journey’

Why even bother?

Personalisation …. • Improves click-thru by 14%• Improves conversion by 10% Differentiated content …• Improves open rate by 30%

It makes a difference to results

Source: Return Path - Email

Journeys are strongly correlated with outcomes

+ 36%

customer satisfactio

n

+ 19% more

likely to renew or

stay

+ 28% more

willing to recommen

d

+33% Less

likely to cancel or

churn

McKinsey & Company From Moments to Journeys (2014)

The science bit …

Broederlijk Delen donor trends

A big piece of work and lots of analysis later …

Finances -

Current fundraising mix VHVD HVD MVD Donors Low value Total

Donors 18 780 5,100 13,000 20,500 39,400

Annual value €628,000

Av. Donor value p.a. €48

Var. cost of comms €4 €4

Re-balanceBefore

€4 €2 €4 €4 €20 €230 €31 €8

Outcomes

€15 €9

€309,000 €187,280 €728,000 €536,000 €163,000 €943,000 €837,069 €219,532

€9,056 €687 €143 €12,196 €1,073 €185

Overall Impact

€60 €71

€2,813,132 €2,364,000

Second gift. [First gift + other source code]

Annual campaign

Belgium/ o’seas

challenge. Supporter

explanation.

New challenge participant

Repeat challenge/

event participant

New donor

4+ donations to Committed Giving Calling programme

E-mail thanks & update.

New sponsor

NewslettersPersonalised cover letter

Appeal feedback

4 gifts = Call

Challenge registration. On-line.

40Euro+ Tax Reduction

appeal

Newsletter cycle.

Appeals cycle

End year appeal

Pledgers

Annual thanks and update

Challenge preparation

e-mails

On-line

giving

Repeat invite &

feedback

On line entry fee

New event participant

Non-Fiscal Gift contact Volunteer

Committed Givers

Lapse communication

Legacy pledgers

Second gift. [First gift + other source code]

Annual campaign

Belgium/ o’seas

challenge. Supporter

explanation.

New challenge participant

Repeat challenge/

event participant

2nd Giving pack. Hi v

Low value?

Campaign thank you. Preferred media request

New donor

4+ donations to Committed Giving Calling programme

E-mail thanks & update.

New sponsor

Newsletters

Personalised cover

letterAppeal

feedback

Phone/ response request

Jan appeal reminder & progress

4 gifts = Call

Challenge registration. On-line.

Food test pack/ lobbying/ survey

Hi/ Med value 2nd mail (and

chase)

Ad hoc multi-media notices re. campaign

news

Reassurance letter. Once

only

40Euro+ Tax Reduction

appeal

Newsletter cycle.

Appeals cycle

End year appeal

2 source codes

MVD programme

Personalised cover letterFriends

Lapsing newsletter

8 = Mail

12 = Final Call

Chase Call

Pledgers

Annual/ biannual

upgrade Call Reminder mail

Ad hoc comeback

e-mail/ mail

Committed Giving offer

HVD/ Legacy events

Challenge preparation

e-mails

On line giving

Repeat invite &

feedback

On line

entry fee

New event participant

Non Fiscal Gift

contact

Volunteer

Legacy pledgers

Communications preference

survey/ update

6 wks

6 wks

Committed Givers

40+Euro & pa annual thanking

3+ source codes

Additional action e-mail

HVD programme

Introduction evening

No add. Activity

15mths

18 mths

21 mths

24 mths

Lapse communication

Welcome back letter

Annual thanks and update

Communication Cycle

Donor-driven Journey

Driven by Charity needs Donor timescales

Campaign decisions Database rules

Frequency Campaigns and appeals sent to most

Triggered ‘drip’ communications – typically weekly/ monthly

Content Newsletters, appeals, e-comms

Thanking, reassuring, asking, upgrading

Nature Designed and written for each campaign

Off-line pack.Digital personalisation.

Priority communication

The Purple Vision theory of ‘where to even start with all this’?

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Example of Normal Distribution

Early Adopters LaggardsThe Majority

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• Infrequent, small value donations

• One-off, sponsors event?

• Regular givers, medium value

• DD or appeal responders

• Infrequent, but significant

• Major Donors

Monthly Newsletter

• Un-engaged• often un-opened,

few clicks, unsubscribes

• Sort-of engaged• More opens but not

setting the world on fire

• Engaged but on their own terms

• Opens when its interesting to them

Different FR ask Different FR ask Different FR ask

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Time + Effort = Reward

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Un-engaged Small value donations

Partially-engagedRegular givers

Engaged Infrequent but significant

Monthly Newsletter Personalised

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Un-engaged Small value donations

Partially-engagedRegular givers

Engaged Infrequent but significant

Monthly Newsletter Personalised

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Data

What are they interested in? • What they click on in emails?• What they supported?• Social?• Other interactions

How/where you store data

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Content

What content do you have?• Same article, different image? • Same image, different copy?• Where you direct them may be different (landing page)

Where and how you store/access content for audiences

• Think about your curves – scientific (ask us for help!) or guestimate• Map your donors – and comms. What are your audience doing? • Where to focus your efforts (eg most reward for least effort, easiest

to achieve, best results longer term?) • What data do you have or need? How to store and capture?• What content do you have or need?• And an answer to the question …

What does it look like in your charity?

What’s stopping you from doing this already?

The idea of journeys is not new …

…why aren’t they happening?

• Psychology of ‘free’ tools

• E-mail is seen as cheap and therefore de-valued in comparison to other channels

• The functionality of the available technology isn’t fully understood and the staff using the tech don’t always have access to budget

• E-news becomes a task not an opportunity to start a journey

• Lack of integration with other channels (social, direct mail, mobile, web)

Reasons why journeys aren’t happening

People

Don’t allow your email activity to happen in isolation

Process

Compare the journey you want supporters to take with the journeys supporters are choosing

Segm

enta

tion

Sear

ch fo

r Co

mm

onal

ity

1:1

pers

onal

Unk

now

nKn

own

Are 1:1 journeys really possible at scale?

Source: G2 crowd

Tech

nolo

gy

CRM

EPOS

WWW

?

?

Single Customer

View

360

Data

Data

DataData

Data

EMAIL

The high tech approach to making it happen

Mobile & SMS

SOCIAL

WEB

ADS

• A broad plan – what’s the journey? (pen and paper)• Content planner (calendar)• Something to say for yourself (content, images, web)• Tools for delivering messages (email, website, social) • Analyse results, build next content (pen, paper – spreadsheet?)• Reminders (calendar) to trigger next steps• Evidence of success will help build the business case for

better tech

The low tech approach to making it happen

Downloads App or

Resource

Welcome Email

Triggered Follows us on social

mediaOpts out of welcome

series

Receives more about subject A

Clicks on article A

Shows interest in

event

Likes & Shares

Attends Event

Multi-channel & multi-device• Email – Desktop or Mobile• Offline – Events• Social – media & engagement• Web – landing pages for events?

Our 4 take-home and try summary points

1) Make it a focus – have a strategy or just a plan or even somewhere to start.

2) Butterfly effect – tiny changes can yield big results …

3) Invest in technology to support you to deliver

4) Keep up with what’s going on with a) your results - celebrate team successb) the tool you use c) other technologies

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Stand 31 in the expo

@purple_visionwww.purple-vision.com

[email protected]@purple-vision.com