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2015: A year of digital innovation for charities

Exploring best practice, trends and potential for the year ahead for NfPs

Conlan ConsultingInspirational direct and digital marketing

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Agenda◎ Context – 2015◎ Themes:◎ Simplicity◎ Move to mobile◎ Conversion◎ Integration◎ User focused content◎ Innovation

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Client-side experience

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Consultancy

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2015 – Global context◎ Crisis in Syria, Paris attacks◎ Ebola and obesity epidemics◎ Global warming◎ In UK, increasing scrutiny on impact, financial

management and fundraising techniques◎ More grassroots campaigns◎ Money raised in record time for high profile

campaigns

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Digital trends◎ Increasing importance of mobile and tablets◎ Rise and rise of engagement◎ Pursuit of simplicity

For NfPs◎ Emphasis of fundraising◎ Grassroots activism and empowerment

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VOTE 1: 2015 for you

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1. Simplicity◎ Strategic focus - less produces more:

◎ for charity and individual

◎ Decluttering of images, actions

◎ Aim for people to know or do just one thing

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Simplicity: Strong call to act now

One message permeating this RSPB campaign – traditional and digital media;

• Impact to charity and environment will be more complex:

• a variety of actions from taking part in activity to learning more of charity potentially leading to long term engagement

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Simplicity: Hard- hitting email

Greenpeace:

• Short introductory text with an ATL immediacy

• Sense of danger clearly demonstrated and call to action is very straightforward

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Simplicity: Website takeover

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2. Move to Mobile

Source: Danyl Bosomworth, Smart Insights blog http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

Tipping pointMobile users outstrips desktop

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2. Mobile charity trends

Source Third Sector

Civil Society reviewed the top 100 UK fundraising charities' websites and found that one in three fail the Google mobile friendly test.

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Mobile: How responsive is your design?

● CRUk have pared down the calls to action

● Note strong contrasting colours

● Primary aim in pink - as standout

● User friendly text

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3. Conversion: Upfront donation

● Classical advertising approach

● Directing ‘you’● Unusual price

format for NfP● Page continues

with children’s drawings – breaking linear format

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Conversion: Home Page emphasis

Even more pared down call to actionMore rational –prominent ask and factual justification

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Conversion: Re-targeting

How many journeys result in no immediate action?This double whammy of MPU and banner – gives impact to web exiters

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Conversion: print to digital

Consider all touchpointsThis was most persuasive Consider also benefits to individual

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Conversion: Donor abandonment

You work so hard to attract and convert donors

● When they are so close to committing do you fight to keep them?

● My tests have not yielded any follow up via email to prompt for a donation or find out why the journey failed

For retail sites, about 6 in 10 journeys result in an abandoned basket

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VOTE 2:donor abandon

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4. Integration: on and offline

•Capitalise on ATL spend•Positive imagery – reducing bounce?

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Integration: email to web

•Teasing approach from email to web•Story built and developed

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Integration: Web to social

Web site: data capture and plug for socialTwitter: Visual and hashtag enhancing share of voice and impact

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VOTE 3:integration

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5. User focused content: Aggregation

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● Hard work behind the scenes delivers excellent search returns

● Powerful demonstration of cause

● Gives strong evidence to supporters of impact

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5. User focused content: Signposted emails

● Strong lead story● Start with the positive● Clear signposting of topics and

calls to action● Very scrollable content - mobile

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6. Innovation: Gamification

● Free game that has the potential to help impact on scientific research● The more people play, the more valid the findings● Playful way to engage with new audiences with potential to improve

or even save lives

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Innovation: Proven engagementDynamic updating:

supported by impressive integration

From people affected by cancer to

research and fundraising

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Innovation: Extending the reach

Thunderclap: •Aggregating social media•The power of the collective voice•Raising issues•Impact – increased profile contributed to political debate

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2016: What can we expect?

◎Mobile and tablet optimisation◎Boosting conversion◎Increasing integration◎Big data

Particularly for NfP◎Galvanising goodwill - social media impact ◎Service users - understanding needs, delivering

content, connecting via communities

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VOTE 4:2016 for you

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Summary – questions please!linkedin/lucyconlan

◎ Recommended Smart Insights resources:

◎ Soon to be released updated Website Guide for NfPs.

◎ Email to follow and the Social media guide in the new year.