6th July Charity Forum - Talking all things charity innovation, digital

1. @equimedia
Charity Forum

2. Today’s speakers …
Jamie Walker
Client Services Director
equimedia
Tiffany Stubbs
Group Account Director
equimedia
Jonathan Moore
Head of SEO
equimedia
J Cromack
CEO
Wood for Trees
Marc Ryan
Regional Account Director
Global Media
Rob Mansfield
Digital Strategy Expert
Age UK

3. Advertising
investment trends
in Charity sector

4. Overall spend is falling year on year
Source: Nielsen data, 2017

5. Charities are continuing to invest heavily
in to Direct Mail
Source: Nielsen data, 2017

6. Innovation is opening up traditional
media channels

7. We’re continuing to see growth in key
online channels
Source: equimedia internal data, 2017

8. Google benchmark data can help when
reviewing results
Top Medium Long Tail
Clicks 335,000 51,500 10,500
Click Through Rate 18.9% 6.9% 4.7%
Cost $119,000 $68,400 $14,300
Cost per Click $0.35 $1.33 $1.36
Impressions 1,775,000 725,000 225,000
Source: Google internal data, 2017

9. Missed opportunity with mini accounts

10. Mini Accounts can play a tactical role
Source: Google, 2017

11. Social Media is more important than
ever
Source: https://techcrunch.com/2017/06/27/facebook-2-billion-users/

12. Unsurprisingly, Paid Social spend is rising
rapidly
Source: equimedia internal data, 2017

13. Clients, like users, are active across
multiple platforms

14. Combine media channels and targeting
techniques to reach potential supporters
Time
PricePlace

15. Total advertising spend appears to be falling YoY
Despite this, investment in traditional media remains a large portion of
the spend
Conversion-focused online channels like PPC form the basis of online
strategies – due to Google funding
As a result of changing consumer behaviour, budgets are shifting
towards Paid Social
Successful campaigns blend owned, earned and paid activity to reach
the target audience and convert them

16. Thank You
@jamiew007

17. Segment to discover
the known unknowns

18. A KPI is worthless unless it is
segmented
Unlock the door with segmentation

19. Basic charity audience
Supporters
Service
Users
Volunteers

20. Think triggers
Source: https://goo.gl/RwV19P

21. Tool: Answer the public
http://answerthepublic.com/

22. SERP layout and features

23. How many features did you spot?

24. There’s a shift from keywords to
people
Keywords People

25. Service users example
Reaching
Condition
Condition
at Risk
Condition
Concern
Condition
Realised
Kidney disease
Kidney disease
prevention
Kidney disease
symptoms
Kidney disease
treatment
Stage
Example search
query

26. Classify users with custom dimensions
Shoppers
Donors
Service Users
Researchers
Further reading: https://goo.gl/zNGLjm

27. Track custom campaigns using tracking
parameters

28. utm_source=Communicator
utm_medium=Email
utm_header_link
utm_campaign=RideLondon
Example Parameters
Further reading: https://goo.gl/B06mAs

29. How this could scale
www.charity.com/campagnName www.charity.com/landingpage?utm_medium=print
301 Redirect

30. Custom channel groupings
Further reading: https://goo.gl/z4Xba7

31. PPC
Brand/Generic
Account name
▪ Grant/mini
Social
Paid/Earned
Ideas for custom channels

32. Segment non bounce users
Further reading: https://goo.gl/1H2Fma

33. Content groupings for clarity
CG1 – Site Section
CG2 – Sub Folder
Further reading: https://goo.gl/K6IrA7

34. Charity example
18K
82K
45K
0K 10K 20K 30K 40K 50K 60K 70K 80K 90K
Jun-17
Information Awareness Commercial
Aggregate pages into
easy to understand
clusters

35. Use events for micro conversions
✓ ✓ ✓ ✓
Micro goals Macro goals
Funnel
PDF Downloads Scroll Tracking Social Media Shares Donations
Further reading: https://goo.gl/jfRrBi

36. 1. Category – NavClicks
2. Label – {Anchor Text
Destination}
3. Action - Click
Use events to discover intentions
Event syntax
Further reading: https://goo.gl/dEc44

37. Device category as secondary
dimension
Further reading: https://goo.gl/7b9xsX

38. Device Category
Default Channel Grouping
Source/medium
Content Grouping
Landing Page
Country
Useful secondary dimensions

39. Visualise success with Data Studio
Further reading: https://goo.gl/rz2tCF

40. Channel groupings
 Segment channels
Content groupings
 Segment website
Custom dimensions
 Segment users
 Events
 Measure micro conversions
Tying it all together

44. Creating new time for advertisers
-36M
Owned Audio
+44M
Accessed Audio
Source: MIDAS Spring 2015 - 2016
Time Spent Listening Hours (weekly)
Ownership to Access

45. Digital audio is listened to by people of all ages
21.9m streaming digital audio
Source: MIDAS Survey Summer 2016
25%
15-24 25-34
22%
35-54
35%
55+
18%

46. How people are listening

47. Digital Audio
Not all brands carry commercial messages
RADIO
STREAMING
MUSIC
STREAMING
PODCASTING

48. AUDIENCE
That’s why we created DAX
FORMATS
AD SERVING
REPORTING
OPTIMISATION
TARGETING
SCALE

49. Identify Target Demographic

50. Bringing the strengths of audio to digital
AUDIO EMOTIVE
RESPONSE
BRAND
BUILDING
MULTITASKER
BEST FRIEND
LOW AD
AVOIDANCE
COST
EFFICIENT
REACH
CONNECTED
TO INTERNET
RIGHT TIME RIGHT PLACE RIGHT AUDIENCE REPORTINGDIGITAL

51. Regional Targeting Options
STANDARD GEO
TARGETED AREAS
INFERRED AGE
DEMOGRAPHICS
18-24, 25-40, 40+
TOPLINE
KRUX AUDIENCE
GROUPS
TIME & DAY
GENRE
WEATHER BASED
DYNAMIC AUDIO
RETARGETING
DEVICE
LOOKALIKE
AUDIENCES
(BOOST)

52. KRUX Audience Groups (National Scale)
DEMOGRAPHICS
MALE
FEMALE
AB
ABC1
C2DE
18-24
25-34
34-44
45-54
55-64
65+
PERSONAL
FINANCE
SWITCHER/DEAL SEEKER
COUPON HUNTER
HH BUDGET CONTROLLER
RECENT HOUSE MOVER
LOAN SEEKER
PROPERTY SEEKER
MORTGAGE SEEKER
LANDLORDS
LIFESTAGE
HHWC
STUDENT
MARRIED
SINGLE
CAREER CLIMBER
MUM
HOME OWNER
ENTERTAINMENT
MUSIC LOVER
MOVIE LOVER
HOME ENTERTAINMENT FAN
CULTURE VULTURE
LIVE EVENTS/TICKET SEEKER
GAMING ENTHUSIAST
CELEBRITY FOLLOWER
TRAVEL
TRAVEL ENTHUSIAST
TRAVEL INTENDER
WINTER SPORTS LOVER
BUDGET HOLIDAY SEEKER
BUSINESS TRAVELLER
DOMESTIC HOLIDAY SEEKER
CRUISER
SUN SEEKER
CITY BREAKER
5* TRAVELLER
LIFESTYLE
FASHIONISTA
HEALTH/FITNESS ENTHUSIAST
FAST FOOD LOVER
ORGANIC/ETHICAL SHOPPER
HEALTHY EATER
BUDGET SHOPPER
CONVENIENCE SHOPPER
GARDENING ENTHUSIAST
DIY ENTHUSIAST
AUTOS
NEW CAR SEEKER
FAMILY CAR SEEKER
LUXURY CAR SEEKER
HYBRID CAR SEEKER
COMMUTER
TECH
EARLY ADOPTER
ELECTRONICS INTENDER
PERSONAL TECH ENTHUSIAST
CAPITAL VISITOR
CAPITAL XTRA VISITOR
CLASSIC VISITOR
GOLD VISITOR
HEART VISITOR
LBC VISITOR
SMOOTH VISITOR
XFM VISITOR
WEBSITE
OVERLAPS
SUPERMARKETS
ISP PROVIDER
TV PROVIDER
MOBILE PROVIDER
MOBILE DEVICE
BRAND
OVERLAPS

53. Europe & Beyond
You can reach Europe and beyond and
we can handle all translations

54. Summary
Reach new
audiences
Target
Activity
Be Creative
Measure
Engagement

55. 5 questions
worth asking your
agency partner

56. Strive for ongoing collaboration
Plateau Settling
Termination
External
Stressors
Internal
Stressors
Honeymoon
Courtship
3.2 years

57. Can I meet the team that
will be working on my
account?

58. Lack of skills is the biggest barrier to
getting the most from Digital
Source: Charity Digital Skills report

59. What attribution model
are we working to?

60. Almost 1/3 of charities say their
analytics skills are low or very low
Source: Charity Digital Skills report

61. Do I really need to pay you
to manage my paid social?

62. On average, Paid Social investment has
risen by over 50% YoY
54% YoY

63. Are we making the most
of our free money from
Google?

64. STANDARDGRANT
GRANTSPRO
GRANTSPRO
GRANTSPRO
GRANTSPRO
Charity clients are missing out on up to
50% of the available Grant spend
Client A Client B Client C

65. How are you keeping on
top of new trends and
opportunities?

66. The majority of charities expect lots of
change over the next decade
Source: Charity Digital Skills report

67. Meet with your account team as early as possible to check chemistry
Agree attribution model from the outset
Clearly define roles and responsibilities when considering Paid Social
activity
Constantly review the impact of your ‘free’ Google money
Make time to look up, consider and discuss innovations and
opportunities with your agency

68. Thank You
@tiffstubbs

69. Getting Data Protection Right -Putting the Citizen at the heart of your GDPR strategy
J Cromack, CEO Wood for Trees & Co-founder MyLife Digital
6th July 2017

70. A little bit about us…
• Parent company, formed in 2015
• Mission: To empower individuals &
organisations to realise the meaning,
value & power of their consented data
• Rethinking personal data & informed
insight from informed consent
• BGF growth investment in 2016
• Developed & operates the Consentric
Trust platform
• First Consentric contracts won 2016
• Group Sales & Marketing, Technology,
ISMS & Finance functions
• Preferred Partner of UKCloud
• Awarded G-Cloud 9 Status
• 35 staff with HQ in Bath, UK
• Acquired in 2016 by MyLife Digital
• Domain expertise in sport
performance analytics & services
• Contracts in elite, international &
professional sport with NGBs, clubs &
broadcasters
• Established business & reputation in
the sector, with positive growth
• 30 staff
• HQ in Bath, UK
• Acquired in 2015 by MyLife Digital
• Domain expertise in charity
fundraising & marketing analytics &
services
• Serving over 70 charity clients,
including 25 of the UK top 50
• Established business & reputation in
the sector, with positive growth
• 30 staff
• HQ in Bath, UK
• Policy driven data exchange platform,
rebalancing the control of personal
data between the citizen and the
organisation
• Cloud-based permission
management platform
• Supports GDPR compliance for
processing of personal data including;
delete, amend, subject access
requests and right to erasure
• Population-scale & best practice ISMS
• Supports the clients of the analytics
practices

72. GDPR is not just a fundraising issue…

73. Charity Data LandscapeData Capture Sources:
1st Party: 212 (Off-line & On-line forms)
3rd Party: 11(incl. processors of forms, F2F
Agency, Just Giving etc)
Fundraising
CRM
Fundraising
Archive
Volunteers Retail
Operations 1:
Service User
Digital Employees
Databases:
7 Databases providing data for processing
purposes across the Charity organisation

74. We empower individuals & organisations to realise the
meaning, value & power of their consented data
Meaning = informed insight from informed consent
Value = benefit, money, value exchange, for individuals and organisations
Power = opportunity to inspire and drive change, both social and organisational
MyLife Digital: What we do

75. We have been preparing for citizen empowered consent since January 2015
We are driven by TRUST delivering the opportunity for GROWTH
We have developed our Consentric Platform to enable organisations to re-balance the control of
personal data
We partner with UKCloud – the UK’s fastest growing cloud services platform dedicated to Government
and NFP organisations. Number 1 in 2016 Sunday Times Tech Track 100
MyLife Digital: Who we are

76. DAVOS 2014: Made the case for change
Focused on disclosure and
often overwhelming
individuals with details.
Transparency
Oriented towards the
front-end of the value chain with
risks and responsibility residing
with the individual.
Accountability
Focused on information
dmaintaining ifferentials among a
concentrated set of actors.
Empowerment
Focused on engagement and
response. Providing
individuals with insight and
meaningful control.
Oriented throughout the value
chain (front-end to back-end)
with risks being equitably
distributed.
Distributed with shared incentives
for empowering individuals and
distributing value closer to the
source of data production (the
individual).
CURRENT APPROACH NEW PERSPECTIVE

78. The "right to be forgotten" has a small but consistently
positive impact on the willingness to share, increasing it by
10% to 18%.
The most important takeaway from this study’s research is
this: Consumers want to share their data – if the benefits
and the privacy controls are right.
Boston Consulting Group
The Value of Our Digital Transparency

79. Citizen-centric
Article 5: 6 Principles
relating to personal data
processing

80. Citizen-centric
Recital 39: any information
and communication
relating to the processing
of those personal data be
easily accessible and easy
to understand, and that
clear and plain language be
used
Article 6: Lawfulness of
Processing
Article 7: Conditions for
Consent
Article 15-22: Facilitating
the rights of data subjects
to be exercised
Article 30: Records of
processing activities

81. Citizen-centric
Recital 39: The personal
data should be adequate,
relevant and limited to
what is necessary for the
purposes for which they
are processed
Recital 60: Where the
personal data are collected
from the data subject, the
data subject should also be
informed whether he or
she is obliged to provide
the personal data and of
the consequences, where
he or she does not provide
such data

82. Citizen-centric
Article 22: Automated
individual decision-making,
including profiling
Can be completed if:
2a) is necessary for
entering into, or
performance of, a contract
between the data subject
and a data controller;
2c) is based on the data
subject's explicit consent.

83. An opportunity for fundraising
1. Growth through Trust
2. Data foundation - joining up ‘Citizen’ touchpoints
3. ‘Consented data’ a success indicator for fundraising

84. A Strong Data Foundation: Single Citizen View
Profile
Transaction
History
Engagement
History
Sentiment
External Data
Sources
Enhancement
Data
Operational
Systems
Social
Media
Campaign
Data
Digital &
Mobile
Permission & Preference
Management
Data Aggregation
Data Hygiene
Unique IDs
Identify data
sources
Compliance & data
quality
Single Citizen
View

85. © equimedia
[you (the Controller)]
shall be responsible for
and be able to
demonstrate compliance
with the principles
[Art. 5(2)]

86. Wide in, narrow out

87. Data Processing Impact Assessments
1. What data has been collected?
2. Who is using/has access to the data?
3. When was the permission (if required) granted (time
stamp)?
4. Where was the data captured (source) and is it
stored?
5. Why is the data being collected (its purpose)?
• 6(1)(a) – Consent of the data subject
• 6(1)(b) – The performance of a contract
• 6(1)(c) – Compliance with a legal obligation
• 6(1)(d) – To protect the vital interests of a data subject
or another person
• 6(1)(e) – Performance of a task carried out in the
public interest or in the exercise of official authority
vested in the controller
• Plus…
‘5W’ GDPR framework 6 lawful reasons for processing the data.
Article 6(1)

88. 6(1)(f) Necessary for the purposes of legitimate interests pursued by the controller or a third
party, except where such interests are overridden by the interests, rights or freedoms of the
data subject. […taking into consideration the reasonable expectation of the data subject based
on their relationship with the controller.]
The processing of personal data for direct marketing purposes may be regarded as carried out
for a legitimate interest. [Recital 47]
This basis should not apply to the processing by public authorities in the performance of
their tasks.
Article 6(1)(f) & Recital 47 –
provides hope!

89. Our view on Legitimate Interest

90. A way forward in terms of opt-in / opt-out
• Fundraising Regulator would like an opt-in approach
• DMA have confirmed that it is possible to maintain an opt-out approach (for Direct
Mail only)
• However, this to work within the confines of Legitimate Interest

91. Why should you bother?
• Charities need to ensure there is an evidenced based approach to
Legitimate Interest
• Data policies can then be defined and written in line with insight
• By defining user groups under Legitimate Interest cohorts – it also gives the
fundamental insights as to which target audience needs to be the focus of any
‘consent / reactivation’ communications.

92. Considerations for building a
Legitimate Interest case
Reactivation
Tenure
Channel /
Value
Reactivation volume
over time
Understand how long supporters
have historically been financial
supporters
Distinction for products /
giving methods

93. By identifying audience groups into areas of Legitimate
Interest we can:
Those supporters that have ‘transacted’ with the Charity within a
predetermined time period that is justifiable e.g. 3 yrs. So, Legitimate
interest to send DM
1.
2.
Those supporter cohorts that can be identified as reactivated
over a period of time e.g. 5-9 years.
Supporters that have engaged although no
consent or legitimate interest case can be
identified. Clear need to convert before May ‘18
Supporters on the database with no
ongoing relationship with the charity. No
communications. Remove?
3.
4.
• Evidence for Legitimate Interest
• Importantly, identifies the right
audience to focus on and
develop a communications
strategy

94. Email
SMS
Probably phone in the future, so get opt-in now
+
Mail, if a legitimate interest case cannot be built
+
The data subject needs to be given the right to object to processing their personal
data
Channel consent required under
PECR/GDPR for

95. Awareness & Training – Board sponsor, Programme Manager, Stakeholders, Systems Users
Identify data sources and stores across the organisation
Audit against the 5W framework and lawful basis for processing personal data, including a full
review of consent statements versus purpose for capturing and using personal data
Build your case for legitimate interests, data retention policy etc. Document all decisions, policy
and process and audit
Create unique IDs across all systems
Understand how you capture and manage on-going permissions
Build your communication strategy
High-level action plan

96. Consentric Platform
Supports GDPR compliance of data processing of PII

98. Consentric Permission
Management Centre

100. Consentric Engage

102. Consentric Organisation Portal

103. Consent Receipt

104. Admin Panel

106. Consentric Value
Informed insight from informed consent

107. J CROMACK
CEO, Wood for Trees
T +44 (0) 1225 636 280 (Ext. 336)
M +44 (0) 7770 781 193
E getj@woodfortrees.net
W woodfortrees.net
CITIZEN HOUSE | CRESCENT OFFICE PARK | CLARKS WAY | RUSH HILL
BATH | BA2 2AF
Thank You!