Increasing charity income with personalised digital campaigns

Increasing charity income with personalised digital campaigns

Charities are seeing incomes reduce. So are seeking new ways to increase awareness and donations.

It’s difficult to overstate the role mobile devices now play in our lives.

This offers an opportunity to connect and engage with audiences like never before.

But how can charities get the most from their digital campaigns? ?

D I C E R

EXECUTION RESULTSCHANNELSIDEADATA

STEP 4 STEP 5STEP 3STEP 2STEP 1

DICER A five step approach – Data, Idea, Channels, Execution, Results (DICER). 

DATA

Name First name and last name.

Location Post (Zip) Code data allows you to send personalised email messages based on the recipients location.

Email Email is still the most effective tool in a digital marketers toolbox.

Step 1. Data How good is your data? Who are you speaking to?

Minimum Requirements

If you don’t have a list or your list is small. Data capture must become a priority.  Use every available ‘touch point’ to encourage audiences to sign-up.

IDEA

Step 2. Idea The hook your campaign hangs on. What creates the emotional connection and carries your messages to the hearts and minds of your audience.

STORY

DIFFERENT

ACTIONABLE

TIME IMPERATIVE

EMOTIVE

Step 3. Channels Digital channels fall into three categories. Maximise awareness of your campaign by including a mix of each. 

PAID

Display Advertising, SMS

OWNED

Website, Blog, Apps, Email, Shops

EARNED

Twitter, Facebook, Instagram, Pinterest,

YouTube etc.

STRANGERS CUSTOMERS FRIENDLIES

Step 4. Execution The objective is to turn strangers into friendlies and friendlies into customers.

ACTION

STRANGERS

FRIENDLIES

CUSTOMERS

EMAIL

SOCIAL MEDIA

ADVERTISING

Step 5. Results Decide what constitutes a successful campaign.

RESULTSConversions/

Revenues

Key performance indicators (KPIs) are measured in hard metrics like

conversions, sign-ups and revenues.

The soft metrics like website traffic, click-through rate (CTR), social

sharing, follows, likes etc.

Sign-ups

Traffic and click throughs

Social Sharing

Thank you

[email protected] _infinitedesign

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