Laura Scarlett, National Trust: Supporter Relationship Management

Laura Scarlett

Programme Director, Supporter Loyalty PlatformActing Director of Data Management, Data Science & Campaigns

Supporter Relationship Management

8 October 2015

My Programme Brief

Design & implement a ‘loyalty’ platform which enables the Trust to deliver value to each and every supporter through increased relevancy & recognition

In 2 years.

1. What is the National Trust?

2. The four steps to supporter-centricity

3. Round Table discussion

Shape of this talk

A UK conservation charity, founded to conserve Britain’s heritage and open spaces for ever, for everyone

Holidays421 cottages3 hotels & spas84 bed & breakfasts47 campsitesHundreds of working holidays

Buildings & Countryside340 castles, palaces, manors and halls 740 miles of coastline59 villages630,000 acres of land61 nature reserves2,000+ tenanted homes1 gold mine

Catering260 cafes35 pubs

Retail267 shopson-line shop

Curating334 nationally important collections

EventsOver 1,000 events/yearOver 100 exhibitions/year56 wedding venues

Film & TV Location

A wealth of assets in our owned channels & data

Built Properties

20m visits/year 50% members

On-line

2m hits/month60% members

Apps

1m opens/month? members

Call-centre

1m inbound calls/year

Supporters

12.8m known individuals4.2m active members70k volunteers (3.1m hours donated)

Data bases

7 major & 5 minor

Local Contact Lists

Circa. 800

Content

6 systems

Countryside Places

15m visits/year70% members

A delegated organisational framework

Operations & Consultancy Whole Trust

7 Regional Directors25 Assistant Directors250 General Managers

7 Heads of Consultancy70 Marketing Consultants50 Visitor Experience Consultants

Brand & MarketingSupporter DevelopmentConservation & CollectionsIT, Finance, HR

4 steps to becoming supporter-centric

The Programme

Treating your supporters as individuals will increase engagement and revenue

Hygiene level of personalisation now Membership creates an expectation of recognition Local content performs better than central Learnings from other successful companies

Hypothesis

Step 1 : it starts with commitment

Dame Helen Ghosh Director General

Sarah Flannigan CIO

Sue Wilkinson Director of Supporter Development

Step 2 : then get the supporter data

They’ve just had a boozy lunch

She should be at work

Her husband died recently, but she still donates

This place makes him feel good because he used to visit as a child

He brings this kids here every Friday morning

She’s considering volunteering

His membership expired 2 months ago

This is the first time they’ve visited Bodiam

Build a Single Supporter View

Design it for use by Data Scientists & Campaign Managers

Put solid governance around DQ and data use (new permissions & preference strategy)

Over half my total budget + 2 years of very hard work

Step 2 : get the supporter data

Step 3 : use the data

For intelligence

For communications

For organisation change

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

self-serve analytics is a massive win

A vast analytics team was out of the question, and the curiosity was there so we decided to go with Tableau to enable every manager in the Trust to make more supporter-centric decisions.

3.1 Using the data for intelligence


3.2 Using the data for communications

new personalised interaction capabilities let the supporter benefit

Adobe Campaign

for effective, highly relevant timely messages to individuals

outbound and in bound

All 1-2-1 channels

distributed model, through their ‘light touch’ application.


3.2 Using the data for communicationsAdobe Campaign forces a structured programme approach

RETAIN, save, renew

KNOW data capture

GROW x-sell commercial

GIVE volunteer,

donate, pledge

RECOGNISE news, reward &

thank-yous

Web personal. Journey 1

Gift membership conversion

X-sell incentive

Membership cold dm

Gift Aid conversion

Outdoor clothing x-

sell

On-line shoppers

up-sell

Volunteers news

PVTY (non-members)

Appeals to non-

members

Member Retention & Loyalty Programme

Member Recruitment Programme

Supporter Recruitment & Loyalty Programme



Tactical email

No-visit nudge

Post-visit thank-you

to members

Test 1

Test 2

Test 3

Test 4

Test 5

Test 7

Test 6

Distributed Execution

Testing Unit

Corp. partner

offer

Vfm mailGift Aid

conversion

Welcome call

To be used when local content / granularity / flexibility is appropriate

To be used when central efficiency is appropriate

Central Execution

Adobe Campaign forces a transparent governance

Governed by a rule set agreed by the executive Board then enforced by a Contact Planning Group



Member Retention & Loyalty Programme

Member Retention

YEAR 1

welcome pack

welcome call

inbound welcome tills

inbound welcome SSC

inbound welcome website

SAVE

no-visit nudge

churn model driven mail

churn model driven email

RENEW

reminder #1

reminder #2

reminder #3

cash to DD

Member Recognition

Member visitors

post-visit thank-you

friend pass

Member donors

post-donation thank-you

member legacy pledgers

pledgers news

member volunteers

volunteer news member version

Member Giving & Growing

commercialgrowth

catering, retail & holiday offers &

news

visit-driving email

volunteers

aquire volunteer from members

legacies

acquire pledgers from members

LOW-LEVEL GIVING

outbound

appeal #1

appeal #2

appeal #3

raffles

triggered asks

inbound deliveries

outbound deliveries

Member Data Capture

register for self-serve

prompt on website

footer on emails

email capture

at tills

at SSC

on website

Adobe Campaign forced us to plan in detail


Adobe Campaign integrated with the SSV

2 phase plan for manned inbound interactions


Call Centre

Slice of supporter data held locally –

feed from SSV

POS

Best Next Message prompts from Adobe

Campaign

Access to blended relationship history

feed from SSV

Best Next message prompts from

Adobe Campaign

1 2 21

prompts


Adobe Campaign integrated with Adobe Target & our web CMS

2 phased plan for un-manned inbound interactions


mobile app

Anonymous users personalised by

browsing behaviour

website

Known users - best next message

served from Adobe Campaign

Anonymous users personalised by location (geo-

fencing)

Known users - best next message

served from Adobe Campaign

1 2 1 2

Content tiles/push notifications


Change Management - Skills, Processes and Organisation

Step 4 – Organisation Change for supporter-centricity


New Direct Marketing Unit = property ‘clusters’ based on supporter visit patterns

Channel agnostic marcomms delivery roles inc. planners

KPI’s – properties will be able to carry membership retention kpi’s for the first time. This will change the emphasis of General Managers energies from visit volume to quality relationships

Step 4 – Organisation Change for supporter-centricity


about us

slow & planned

campaigns

media schedules

inferred segments

about them

fast & iterative

interactions

supporter-driven moments

individual recognition

Step 4 – Behavioural Change for supporter-centricity


The game-changers so far

The creation of an empowered Data Team (with teeth and shoulders) who are central to this transformation

Single Supporter View is THE foundation stone

Tableau & the democratisation of data has been the outstanding success

Distributed marketing model for relevance – supporter-centric

Behaviour-triggered comms / Personalising Inbound Interactions


Thank-you


2 Questions for discussion

How much do you think this programme cost?

A) Single Supporter ViewB) Tableau for 2 yearsC) Adobe Campaign for 2 yearsD) Integration of Adobe Campaign with tills, website and call centre

How many people did it take?A) Dedicated ftesB) Consistent input from BAU people