How to maximise the impact - Fundraising Institute Australia · rates, which means higher engagement. Aim for a personalisation at a donor experience level end to end across all channels.

How to... maximise the impact of digital on your fundraising program.Maisa Lopes Gomes de PaivaCerebral Palsy Alliance

Fundraising How To…Track


About me

I am a digital fundraising and marketing strategist, practitioner, and educator. My vision is to be a social change agent at a global level.

I am expat Brazilian living in Sydney since 2003. I am a a life-long learner and have a bachelor degree in Graphic Design, formal qualifications in Website Development, Multimedia, Marketing & Business and Data.

I am passionate & curious about all-things Digital & Innovation, having more than 18 years of experience with digital at both the For-Profit and Non-Profit sectors.

Over the course of my 9 year employment at Cerebral Palsy Alliance (CPA), I have worked across multiple fundraising teams and - together -we brought more than $180M in fundraising revenue to CPA beneficiaries.


Table of Contents <Your Learning Roadmap>

05 // Australian Giving Landscapes <why invest in digital>10// Future-Proof Build & Influencing <strategy alignment & technology>13// Design Thinking towards Donor-Centricity <donor-centric from the ground up>22// Data, Automation, Systems and Synergies <blueprint your resources>30 // Digital Channels, UX & Content <platforms with creativity>

Australian Giving Landscapes

How to... maximise the impact of digital on your fundraising program.



Online channels are bringing in more revenue each year.

Direct Mail is observing a decline since 2015.



Online channels bring young donors to both Cash and RG programs at a high average gift value.



Online and F2F have recruited more donors than DM for the last 3 years.


The Future

Comments from Ed Aspel from Cancer Research UK, on social giving.https://soundcloud.com/thirdsectorpodcast/third-sector-podcast-8-leadership20min - 24.35min

https://soundcloud.com/thirdsectorpodcast/third-sector-podcast-8-leadership

Future-Proof Build & Influencing






Technologies that Enable Future-Proofing

• Digital Tracking• Automation 2-Ways• AI & Machine Learning

Design Thinking towards Donor-Centricity




Good design is good for all.Triple bottom line accounting for social, environmental, and business impact. We can

change the world for better with a good will design and great and more humanist attitude. Innovation influences the world and impacts people's behaviour.

*Data from the Global NGO Technology Benchmarks 2019, 160 countries 5,721 NGOs.



The traditional donor pyramid model translates the charity products.

Due to the nature of the work that charities do, with the focus on the need, Not-for-Profits tend to be heavily focused on opportunities for product development and acquisition.

Significant less time and budget are invested on donor-centricity insights and retention for cross-pollination and sustainable long-term growth.



Reactive Charity Thinking



Co.Creation Charity Thinking

Co-creation process starts by gaining insights on the actual situation. Based on data driven insights, fundraisers can develop several possible solutions through an ideation phase. This helps narrow down all the ideas into a solution that best suites donors and charities' needs.



Co.Creation Business - Thinking People



Co.Creation Business Thinking - Insights



Donor Centric Data Model

Use surveys to capture more X data & build engagement.



Sample Structure Digital Growth Plan

Data, Automation, Systems and Synergies




Good GovernanceCompile all current platforms on a simple list and identify systems that could be:

A) Removed, B) Improved, C) Maintained at our digital landscape.



Systems Blueprint

Map out your systems and platforms to understand the tools you can best use, what you should avoid, risks and opportunities for improvement.



The future of marketing automation is bright!

• 74% of marketers say that automation helps them save time.

• 80% of marketers that incorporated automation into their campaigns saw.

• 77% saw increased conversions.



Marketing automation really shines when it’s used to:

• Replaces high-touch, repetitive manual processes with automated solutions.• Provides segmented donor-centric relevant information to supporters.• Collects 2-way automated data provides modeling hints for future-growth related

to recruitment, engagement, and LTV. Automate check-ins, follow-ups, or reminders you might otherwise have to delegate to customer service teams.

• Supports data integrity. • Promotes alignment & synergies across departments.



What do you want to achieve with Marketing automation?

• Define your SMART Goals, Objectives and KPIs. What does success looks like for for you?

• Reduce the time spend on manual data imports across the fundraising team from 30h per week to 15h per week by the end of FY21.

• Implement integrated comms journey of email and SMS to 4 regular giving supporters' modeling groups by Q2 of FY20.

• Serve segmented digital communications across Messenger, SMS and email to digital donor recruitment tactic for new leads acquired via website and social, by Q3 of FY20.



Data flow

Identify data flow that is manual vs automated via API.Manual data transfers are less secure, more likely to generate error and have an impact on your resources.Indicate the data flow, one way vs both ways.



Sample Structure for Implementation Project Plan

Digital Channels, UX & Content




https://hootsuite.com/resources/digital-in-2019
















*Data from the Global NGO Technology Benchmarks 2019, 160 countries 5,721 NGOs.



Identify What Works for your Supporters



Creativity In Fundraising Takes Courage & Science

https://www.youtube.com/watch?v=IPYeCltXpxw





Charity : Water’s Yeshi is a chatbot created by Charity: Water to educate people about her six-hour walk to get clean water. The conversation with Yeshi is "smart," meaning she asks and answers questions with a variety of images, maps, text, and videos. Chatbots like Yeshi can provide visual and emotional ways to tell your nonprofit’s story and help people understand the real problems your work addresses and overcomes. It is the first rung on the ladder of engagement.

www.akqa.com/work/lokai/walk-with-yeshi/

https://www.akqa.com/work/lokai/walk-with-yeshi/

https://www.akqa.com/work/lokai/walk-with-yeshi/



• Would you engage with marketing communications that addressed you by your first name: 8% Yes• Would you engage with marketing communications that used personal details (e.g. your DOB in the subject

line): 7% Yes• Would you engage with marketing communications that included an offer that is interesting to you: 45% Yes



Personalisation and dynamic content3 pillars of customer experience in digital marketing: helpfulness, personalisation and customer focus. In 2018 a research with 80 brands observed that 67% of the

brands who had emails containing one or more of the three pillars, had higher read rates, which means higher engagement.

Aim for a personalisation at a donor experience level end to end across all channels.

Avoid being overly reliant of generic global or industry stats. Know your data. The best time to send an email or publish a post on social can only be determined by

YOUR audiences. Test it.



• The world has changed and people expect greater personalisation.

• 3 pillars of customer experience in digital marketing: helpfulness, personalisation and donor-centricity.



Key UX optimisation components:

• Creative• Content• Navigation flow• Budget• Audience• Channel• Tracking



• Build a phased strategy for multi-channel automated content experiences for each stage for your donors’ journey.

• Produce content following best practices for each channel. (i.e. always testing subject line for emails).

• Implement tracking for optimisation and ROI measurement.


Go Forth and Be Creative!

https://www.henrimatisse.org

https://www.henrimatisse.org

How to maximise the impact - Fundraising Institute Australia · rates, which means higher engagement. Aim for a personalisation at a donor experience level end to end across all channels.

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