Supporting non-profit digital objectives with a CXM platform

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

Disruption of traditional donor journey

Stanford Social Innovation Review / 2013

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

A fruitful intersection • Multiple channels and points of optimization and

opportunity within the vortex• Specific tactics, tools and capacity that you have

available

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

Side note - Sitecore versions

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

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

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

Building a donor engagement value model

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?

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

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

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

Throughout the vortex

Throughout the vortex• It can persist across channels and across time

- It can handle the messiness of the vortex model.

2) Understanding and influencing audience segments• Audience segmentation insight can be tied directly and

intimately to content

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)

Bonus!• Sitecore 8 Pattern Matches

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

Rules-Based Personalization (Geography)

Results (Rotman)

Pre-personalization Post-personalization0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

Bounce Rate

Pre-personalization Post-personalization0

50

100

150

200

250

300

350

Visit Duration

Pre-personalization Post-personalization0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Pages per Visit

-23%23% 14%

4) Evaluate platforms & data flow

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)

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)

More journey map usefulness

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.

• Mark Jordan• SickKids Foundation• @mojorising

• Amanda Shiga• Nonlinear Creations• @amandashiga

• Stanford Social Innovation Review • The Permanent D

isruption of Social Media

• Blackbaud• The Next Generation

of Canadian Giving• The Next Generation

of American Giving

Thank you!