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