integrating on- and off-line fundraising nick harris, nspcc, uk 30 october 2014

Integrating on- and off-line fundraising

Nick Harris, NSPCC, UK30 October 2014

• Websites and microsites• Online advertising – PPC/SEO, Affiliates, Banners• Email marketing• Text message/SMS – one-off donation, monthly donation, lead

generation • Third-party sites. eBay for Charity, Eventbrite, JustGiving, etc• Apps and mobile/tablet marketing• Social Media • YouTube, VOD, Pre-roll ads, etc.

What is digital?

How to approach digital

Treat it the same as all other fundraising or marketing:

• Remember your fundraising basics. Audience, value exchange, propositions

• Don’t forget promotion. This isn’t Field of Dreams

• Don’t forget targets. What’s the goal? How will you measure it? What is success?

The key difference is about the nature of the medium:

• Interactive. User journeys can’t be determined.

• Data. Mountains of information. Personalisation? Testing? Learning cycles?

• Immediacy. In seconds you can reach thousands of people with your message.

3

Digital Fundraising Team vision

“To enable the NSPCC to do digital fundraising”

not

“To do NSPCC’s digital fundraising”

5

Digital Fundraising Team vision

Two examples

2011 2013

7

My biggest trend?

58% 79%

8

My biggest trend?

1/3rd 2/3rds

9

My biggest trend?

10

What does this mean and how do we respond to it?

Good news!

Questions?

Nick Harris, NSPCC, UKnick.harris@nspcc.org.uk