1. What’s new at World Vision UK
Multi-Channel Integration

2. What I’m covering today
• PURLs have increased income by 30%,
• Social media has reduced cancellations
by 15%,
• Next steps: Multi-channel welcome
journeys

3. Birthday card income
£550,000
£500,000
£450,000
£400,000
£350,000
£300,000
£250,000
2009 2009 2010 2010 2011 2011 2012 2012 2013
H1 H2 H1 H2 H1 H2 H1 H2 H1*

4. Birthday Card process

5. Automated birthday
campaign:
outbound direct mail

6. Automated birthday
campaign:
outbound direct mail

7. Email invite and reminder

8. A personalised online experience

9. Birthday card income
£550,000
£500,000
£450,000
£400,000
£350,000
£300,000
£250,000
2009 2009 2010 2010 2011 2011 2012 2012 2013
H1 H2 H1 H2 H1 H2 H1 H2 H1*

10. Pre and Post PURL Donations
50% £22.00
45% £18.00
40% £14.00
35% £10.00
Pre PURL Avg Donation Post PURL Avg Donation
Pre PURL Response Rate Post PURL Response Rate

11. Pre and Post PURL Birthday Card
Income per Supporter
£9.00
£8.00
£7.00
£6.00
£5.00

12. Improved response...
from new sponsors
Birthday Card Response rate
32%
20%

13. An improved
sponsorship
experience

14. £30,000
One time cost to setup
the automation

15. Direct campaign costs
£140,000
£120,000
£100,000
£80,000
£60,000
£40,000
£20,000
£-
Pre Integration Post Integration

16. Improved processes....
£800,000
£700,000
£600,000
£500,000
£400,000
2011
£300,000
2012
£200,000
£100,000
£-
01-Feb
01-Apr
01-Oct
01-Jan
01-Mar
01-May
01-Jun
01-Jul
01-Aug
01-Sep
01-Dec
01-Nov

17. Total campaign costs
£180,000
£160,000
£140,000
£120,000
£100,000 Staff and Admin
Costs
£80,000
Direct Costs
£60,000
£40,000
£20,000
£-
Pre Integration Post Integration

18. Pre and Post PURL Donations
50% £22.00
45% £18.00
40% £14.00
35% £10.00
Pre PURL Avg Donation Post PURL Avg Donation
Pre PURL Response Rate Post PURL Response Rate

19. Supporter trips social media

20. Supporter trips social media

25. Sponsorship Satisfaction & Cancellation
Rates over the following year
14%
12%
10%
8%
6%
4%
2%
0%
1 2 3 4

26. Impact on satisfaction

27. Impact of retention

29. One year cancellation rate
14.0%
13.5%
13.0%
12.5%
12.0%
11.5%
11.0%
10.5%
10.0%
Trip Email No Trip Email

30. New Sponsor Nursery Programme
Where we are
• Welcome Pack - Mail
Welcome
• Bounceback
• Mail / Email / Microsite
Month 2
• Project Update
Month 3 • Mail
• Customer Care/ Upgrade
Month 4 • Telephone
• Supporter Magazine / Cross sell
• Mail?
Month 6
• Bounceback
Month 8 • Mail / Email / Microsite
• Project Update
Month 10 • Email
+ NFR / Website welcome
email/sms if applicable
• Cash appeal + ADP sponsors visits if
Month 11 • Mail / Email applicable

31. New Sponsor Nursery Programme
Where we’re heading....
FY14?
• Welcome
Welcome
• Bounceback
• Mail / Email / Microsite
Month 2
• Project Update
Month 3
• Customer Care/ Upgrade
Month 4 • Telephone
• Supporter Cross sell
Month 6
• Bounceback
Month 8
• Project Update
Month 10

32. Great Content
Storytellers map video
Photos and stories: Children in their own
words
Great photos, stories,
poems, quotes etc from
storytelling workshops.

33. Great Content
Community Photos

34. Facebook App
User content pulled together nicely and archived in a Facebook App
specifically for New Supporters
Navigatable by country
Pulls in Facebook and blog content
Could include community photos (and any new FB content)
New sponsors driven to it at month 3 and 10 by email and SMS

35. Thank you!
Andrew.Stott@WorldVision.org.uk
Mark.Dibden@WorldVision.org.uk