- How the latest marketing technology can enable you to treat your supporters as individuals - Benefits of spending budget & effort on Data Management - How to break down the ‘ownership silos’ with clear governance around planning - Implementing self-serve analytics & reporting

2. Laura Scarlett
Programme Director, Supporter Loyalty Platform
Acting Director of Data Management, Data Science & Campaigns
Supporter Relationship Management
8 October 2015

3. 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.

4. 1. What is the National Trust?
2. The four steps to supporter-centricity
3. Round Table discussion
Shape of this talk

5. A UK conservation charity, founded to conserve Britain’s
heritage and open spaces for ever, for everyone
Holidays
421 cottages
3 hotels & spas
84 bed & breakfasts
47 campsites
Hundreds of working holidays
Buildings & Countryside
340 castles, palaces, manors and halls
740 miles of coastline
59 villages
630,000 acres of land
61 nature reserves
2,000+ tenanted homes
1 gold mine
Catering
260 cafes
35 pubs
Retail
267 shops
on-line shop
Curating
334 nationally important collections
Events
Over 1,000 events/year
Over 100 exhibitions/year
56 wedding venues
Film & TV Location

6. A wealth of assets in our owned channels & data
Built Properties
20m visits/year
50% members
On-line
2m hits/month
60% members
Apps
1m opens/month
? members
Call-centre
1m inbound calls/year
Supporters
12.8m known individuals
4.2m active members
70k volunteers (3.1m hours donated)
Data bases
7 major & 5 minor
Local Contact Lists
Circa. 800
Content
6 systems
Countryside Places
15m visits/year
70% members

7. A delegated organisational framework
Operations & Consultancy Whole Trust
7 Regional Directors
25 Assistant Directors
250 General Managers
7 Heads of Consultancy
70 Marketing Consultants
50 Visitor Experience
Consultants
Brand & Marketing
Supporter Development
Conservation & Collections
IT, Finance, HR

8. 4 steps to becoming supporter-centric
The Programme

9. 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

10. Step 1 : it starts with commitment
Dame Helen Ghosh
Director General
Sarah Flannigan
CIO
Sue Wilkinson
Director of
Supporter
Development

11. 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

12.  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

13. Step 3 : use the data
 For intelligence
 For communications
 For organisation change

14. Supporter Loyalty Platform Update Oct 2014
Building 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

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

16. Supporter Loyalty Platform Update Oct 2014
Building stronger, more relevant relationships with our supporters
3.2 Using the data for communications
Adobe 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

17. Supporter Loyalty Platform Update Oct 2014
Building stronger, more relevant relationships with our supporters
3.2 Using the data for communications
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 mail
Gift 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

18. Supporter Loyalty Platform Update Oct 2014
Building stronger, more relevant relationships with our supporters
3.2 Using the data for communications
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
commercial
growth
catering, retail &
holiday offers &
news
visit-drivingemail
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

19. Supporter Loyalty Platform Update Oct 2014
Building stronger, more relevant relationships with our supporters
Adobe Campaign integrated with the SSV
2 phase plan for manned inbound interactions
3.2 Using the data for communications
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

20. Supporter Loyalty Platform Update Oct 2014
Building stronger, more relevant relationships with our supporters
Adobe Campaign integrated with Adobe Target & our web CMS
2 phased plan for un-manned inbound interactions
3.2 Using the data for communications
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

21. Supporter Loyalty Platform Update Oct 2014
Building stronger, more relevant relationships with our supporters
Change Management - Skills, Processes and Organisation
Step 4 – Organisation Change for
supporter-centricity

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

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

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

25. Supporter Loyalty Platform Update Oct 2014
Building stronger, more relevant relationships with our supporters
Thank-you

26. Supporter Loyalty Platform Update Oct 2014
Building stronger, more relevant relationships with our supporters
2 Questions for discussion
How much do you think this programme cost?
A) Single Supporter View
B) Tableau for 2 years
C) Adobe Campaign for 2 years
D) Integration of Adobe Campaign with tills, website and call centre
How many people did it take?
A) Dedicated ftes
B) Consistent input from BAU people