Learn how the SickKids Foundation relaunched their digital hub on Sitecore with the Customer Experience Management (CXM) platform, a key ingredient in targeting donor audiences and personalizing and optimizing their online experience.

1. More crowded
space than ever
Traditional
funnel
disrupted by
social, mobile
Distinct donor
segmentation
by generation
Do more with
less
Need to
consider donor
lifetime
relationship

2. Disruption of traditional donor journey
Stanford Social Innovation Review / 2013

3. A new model – the vortex
• A donor’s engagement has a donor-driven lifecycle
- Varying and fluid entry points
- No fixed end point
• The donor’s needs are at the center of the engagement
• Accounts for the influence of other people on the
donor-organization relationship

4. A fruitful intersection
• Multiple channels and points of optimization and
opportunity within the vortex
• Specific tactics, tools and capacity that you have
available

5. Side note – acronym alert!
• Customer Experience Management
• Sitecore XP (Experience Platform)
• Traditional CMS publishing capabilities
- Plus marketing automation
- Plus ability to manage the customer’s experience in near real-
time

6. Side note - Sitecore versions

7. Side note - Framing CXM tactics
Short Time to Impact
• Rules-based implicit
personalization
• A|B testing
• Engagement plans
Higher ROI
• Profile-based implicit
personalization
• Explicit personalization
• Sales enablement
• Lead scoring
• Engagement value

8. With CXM, four great opportunities
• Donor engagement value as a threshold for marketing
decisions & automation
• Deeper insights into audience segmentation and
behaviour
• Quick wins at key points of optimization
• Tool evaluation

9. Sitecore’s engagement value
• The Basic Premise:
- Not all visitors are created
equal
- Some suggest they are
more valuable through the
actions they take on your
site
• Actions that indicate trust
or commitment may
suggest a visitor is
valuable

10. Building a donor engagement value
model

11. 1) Donor engagement
- So once you’ve done the strategic legwork on donor
engagement value…
- What value-add tactics can you get out of your CXM?

12. Throughout the vortex
• The data, plain and simple
• With a raw database, what insights can we glean after 3
months of data collection?
- With a properly instrumented EV model
- Especially cross-referenced to audience segmentation

13. Throughout the vortex
• Use as a threshold for personalization and engagement
plans
- Display additional prompts – at a certain level of engagement
• Maximize quality of service, emotional connection
- Use as a trigger within an engagement plan
• Drip marketing over a longer period of time
• Send automated communications at key engagement points

14. Throughout the vortex
• Filter on individuals for lead nurturing
- Not only “big fish” donors, but influencers & online
ambassadors
- "31% of people who gave online did it because their friends
asked them to donate” – Salsalabs
- More effort: combine data within Experience Profile

15. Throughout the vortex

16. Throughout the vortex
• It can persist across channels and across time
- It can handle the messiness of the vortex model.

17. 2) Understanding and influencing
audience segments
• Audience segmentation insight can be tied directly and
intimately to content

22. With audience profiling
• You have an opportunity to:
- Build a culture around strategic content
- Build an incredible database after [x] months
- Understand patterns of persona behavior
- Target personalization directly to onsite behavior
• “Age plays a strong role in predicting the way in which donors
engage their favorite charity” – Salsalabs
- Identify generational segments, and engage them now (and as they
transition between age categories)

24. Bonus!
• Sitecore 8 Pattern Matches

25. 3) Optimizing the donor journey
- Opportunities for quick win optimizations
- A function of data:
• High traffic areas
• Influential points within the vortex
- These tactics make a difference
…. And they promote a culture of optimization

26. Rules-Based Personalization (Geography)

27. Results (Rotman)
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Pre-personalization Post-personalization
Bounce Rate
0
50
100
150
200
250
300
350
Pre-personalization Post-personalization
Visit Duration
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Pre-personalization Post-personalization
Pages per Visit
-23%
23% 14%

28. 4) Evaluate platforms & data flow

29. CXM platforms – all-in-one or best-of-
breed?
• What gives you the most effective “full view of the
customer”?
- Lead attribution
- Thoroughness of online activity capture
- Ability to integrate functionality and data (plug & play / provider?)
- Ability to take action on trigger points
- Ability to identify influencers and major gift constituents
- Ability to measure effectiveness and improvements
• (Well-polished CMS publishing capabilities assumed)

30. A common model
• A central CXM platform serving main web properties
• Seamless* conversion flow into a CRM or donor
management system
• Email marketing driven from contact system-of-record
• Centralized campaign tracking
- AdWords -> CXM -> CRM
• A way to extend tracking reach (FXM, Universal Analytics)

31. More journey map usefulness

32. In conclusion
• The traditional donor engagement model has been
disrupted
- Evaluate and use CXM platform capabilities within this
context
- The right tool combination can stretch resources farther and
bring higher ROI – real value adds
- Opportunities abound. You can, and will see, real
improvements with small optimizations.

33. • Mark Jordan
• SickKids Foundation
• @mojorising
• Amanda Shiga
• Nonlinear Creations
• @amandashiga
• Stanford Social Innovation
Review
• The Permanent Disruption
of Social Media
• Blackbaud
• The Next Generation of
Canadian Giving
• The Next Generation of
American Giving
Thank you!