1. Tips of how to plan for
effective growth
Ian Welch
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2. Overview
 Living standards in the UK have been hit since the onset of recession in 2008 by higher
unemployment, higher taxes, and failure of wages to keep pace with the cost of living
 The impact is that households are having to make more informed choices on how they
spend their disposable income
 Yet the need for charitable income increases
every year
► Increased economic hardship
► Impact of environmental change
 Media fragmentation
► Plethora of cheaper & data rich digital channels
 Increase pressure to justify investments in fundraising
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3. 1. Preparation is vital for success
 Understand where you are &
how you engage with your
supporter base?
 Be clear on your fundraising
objectives in the medium and
long term
 Plot the touch points of
supporter interaction – when
and how do you talk to people?
 Understand how & what data is
captured from each touch point?
 Is the data you hold on
supporters in a single source
 How accurate is that single
source?
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4. 2. Get to know your onions
 An accurate view of the supporter
data will help you identify where the
gaps are
 What you should know
► Where they live and their
contact information
► How much and when did they
donate or volunteer
► What type of donation was it –
such as an event or regular gift
► What payment method was
used
► What channels do they use
► How often they are contacted
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5. 3. Identify what needs improving
 What data can be captured from all
supporter touch points?
 What cleansing processes are required to
keep it accurate?
 What don’t you have?
► Enhance supporter contact data such
as appending e-mails or telephone
numbers
 Enhance transactional data to get a more
accurate view of supporters lifestyle &
interests
 Set KPI’s that measure the accuracy and
performance of a critical data
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6. 4. The value of a richer picture
Fundraising
Value Gap
Retention
Acquisition Gap
Gap
+
Recruit Donor Lapse
Donation
Management
-
External insight data
Clients internal data
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7. 5. Insight before planning
 With confidence in data the next stage is to invest in accessing quality analytical
resource
 Prioritise this resource to focus on to answering the following key questions
► Where is the value in your supporter base?
► Where there is potential to increase fundraising activity?
► Where donor behaviour has changed and what triggered this?
► Whether different fundraising products attract different types of supporters?
► Which channels are attract supporters most effectively?
 Avoid the trap of analysing just campaign performance
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8. 6. Use online insight to inform your activities
• What specific fundraiser events do to these audiences search for? • How many visitors also engage with other charities?
• What type of messaging and keywords appeal to them? • What is the size of the overlap opportunity?
• When is the right time to push messaging to new audienecs? • What sections of other charity websites do they visit?
• What are the high converting keywords by audience? • When are your core audiences most vulnerable to visit
• What charity brands are they looking for? other fundraising websites?
Search data Website data
Fundraising's
segments
Demographics Online behaviour
• Which audience will most likely adopt other your fundraising messages? • What do they do and not like doing online?
• Where in the UK do they live? • What acquisition channels do they use?
• What is their Mosaic profile? • Where should you advertise to reach them?
• What is their social grade? • How do they use social media?
• What are their other interests and activities? • What are their Facebook ‘Likes’?
• What political aspirations do they have? • What fundraiser blogs do they visit?
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9. An Example Persona
Sally the Fundraiser
Channels to Reach
170k
Number of people
with this persona
in the UK
Where on Social Media can we find Sally?
Sally spends 3-4 hours a day on Facebook and Mums
Forums and Groups. She talks to other mums about
Media Brands everything, including her weight loss and is influential among
this group. She is experimenting with Twitter, but prefers
Facebook.
Charity Donations
Online Interests Searches
More
likely
 Health and Medical  Horse Racing
 Pets and Animal  Yachting & Boating
 Women’s Sites  Lotteries
 House and Garden  Golf
 Health & Beauty  Gay and Lesbian
Less
likely
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10. 7. Make the time to plan
 Adopt a robust planning framework
to maximise any fundraising
opportunities
 Implement a “test and learn”
methodology
 Introduce a process to share
information and support insight
 Enables a clear prioritisation of
resources
 Review, review and change if its not
working
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11. An example planning framework
Exploratory
Analysis
Assess roll out / Hypothesis
retests Generation
Post campaign Develop
evaluation Strategy
Deploy test Build models/
activity segments
Design
Plan / Targeting
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12. 8. Embrace new channels
 11% of visits to charity websites arrive
from social media websites
 This trend is only likely to increase and it
has the potential to attract new, younger
supporters to charities
 Only by utilising the planning framework
will you be able to prioritise, investigate
and monitor this behaviour
 Based on that behaviour you can deliver
relevant content that will hold attention
and drive effective returns on any
investment made in these channels
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13. So in summary
1. Understand where you are & how
you engage with your supporter
base
2. Get to know your onions
3. Identify what needs improving
4. Realise the value of a richer picture
of support behaviour
5. Strategic insight before planning
6. Use online insight to inform your
activities
7. Adopt a robust planning framework
8. Embrace new channels to attract
new audiences and engage with
existing ones
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