Transforming supporter experience. Digital transformation conference, 21 May 2015

Transforming supporter experience

Claire Hazle, Head of Digital

@clairerosehazle

Marie Curie provides care

and support for people

living with a terminal

illness, and their families.

Our nurses work night and

day, in people’s homes

across the UK, providing

hands-on care and vital

emotional support. Our

hospices offer specialist

round-the-clock care.

About Marie Curie

We are investing in a three-year digital transformation Programme

that is transforming how we engage with those who need our help or

choose to support us.

“Strategists often equate the term ‘digital

transformation’ with a shift in technology

investment, when its true implications span far

beyond technology and into the realms of

infrastructure, organisation, leadership, and a

renewed focus on the entire customer

experience.”(Brian Solis, Altimeter Group, ‘The 2014 State of Digital Transformation’)

How digitally mature is your organisation?

See also PA Consulting’s digital barometer and Altimeter Group’s ‘The 2014 State of Digital Transformation’

2012

2015

Digirati are 26%

more profitable

than their

competitors

because they

have greater

maturity in both

dimensions

Taken from Capgemini and MIT, ‘The Digital Advantage: How Digital Leaders Outperform Their Peers in Every Industry’

Embarking on a digital transformation journey is a bit

like baking a cake….

Get your sponge mix right first!

Focus on what is right for your own organisation

at this moment in time, and do it well

(BRILLIANT BASICS)

A nice dollop of experimentation, agile

working and appropriate digital investment

(‘DIGITAL FIRST’)

Sprinkles of innovation, customer centricity,

multichannel integration and process redesign

(‘CUSTOMER FIRST’)

Without a solid strategy, the reality could

look more like this...

Better Connected: the case for digital transformation

at Marie Curie

• significantly behind charities of a similar size and scope

• under-investing in both digitally-skilled people and technology

• lacking strategic digital direction

• risking significant limitations to future income and supporter

recruitment/retention if we did nothing to address the situation

In October 2013, a business case was presented to Trustees that set

out a vision of the future and the investment required to achieve it.

In 2012, Marie Curie commissioned an independent

review of its digital capabilities. This review found that we

were:

What’s been cooking at Marie Curie over the

past twelve months?

We’ve been getting our sponge mix right….

WEBSITE

Responsive design

User-centric approach

Multivariate testing

Conversion rate

optimisation

Accurate analytics

MARKETING

Campaign automation

Events automation

Marketing optimisation

Email redesign

PEOPLE AND CULTURE

Recruitment

Digital leadership and

vision

Digital engagement

Strategic agency selection

Creating a Digital Centre of Excellence

Centralised Digital team:

• Channel management

• Campaigns

• SEO

• User experience

• Social media

• Project management

• eCRM

• Digital marketing

• Digital strategy

Scrum team:

• Digital team: Product

Owner, Business Analyst,

UX

• IT: back end and front end

developers, quality

assurance

• Creative Services:

graphic design

Creative

Services:

Content Editors

Design

Strategic digital

agency (Dam Digital):

• Development

overspill

• Projects

• Campaigns

• Strategic support

Marketing:

Strategic

alignment and

integrated

channel plans

Fundraising:

Product income

Direct mail

Technology, Digital and AnalyticsMarketing, Fundraising

and Public Affairs

Encouraging cultural change

“..it is the people who

figure out how to work

simply in the present,

rather than the people

who mastered the

complexities of the

past, who get to say what

happens in the future.” (Clay Shirky, author)

Our Digital drop-in day where teams across the charity came to find out more about what we do in Digital.

Marie Curie website: BEFORE

Marie Curie website: AFTER

24% increase in time spent on the site

25% increase in single

donation conversion rate

“…the whole website is a

pleasure to navigate. Top

marks to your web design

team.” (K Butler via Facebook)

Marketing: transforming our supporter experience

• Emails featured dynamic content eg.

geo-location/postcode, weather forecast

• Storytelling through video

• Triggered SMS wished collectors good

luck on the morning of their collection

and shared total amount raised

• Social proof – live Twitter feed

• Inventory-based targeting: collection

sites below capacity were identified and

geographically matched against

supporter segments, who then received

an email with an urgency message.

Social spend and PPC upweighted to

same model

• Gamification to encourage up-sell

• Automation used to trigger workflows

based on lead times

The Great Daffodil Appeal

Administration time for a campaign reduced

from 3 weeks to 2 days

Campaign results… the icing on our cake!!!

• Online registrations up 49% YoY

• Conversion from email campaign up

66% YoY

• Over 600 shifts upsold through the

gamification of engagement journeys

• The campaign has been featured twice

on the eConsultancy blog, and it won

the Gold Award at the Digital Impact

Awards in October 2014 (Best Use of

Digital in Charity, NFP and NGO)

So what’s next on Marie Curie’s digital journey?

We plan to make Marie Curie a

Digirati….

Initiatives: our main focus will

be on multichannel customer

experience (frictionless

journeys), improving care,

social media and process

efficiencies

Culture and governance: staff

engagement and creating a

customer-centric target

operating model

My top tips….

Ground everything in evidence – spend where you’ll make the biggest difference

Take people with you on the journey – don’t underestimate the need for continual engagement

Build solid foundations but keep people interested when it’s not sexy

Test and learn – take calculated risks

Get a good agency who will support and challenge you

Be realistic and don’t get distracted

Don’t give up!

Thank you!

@clairerosehazle

Visit the CharityComms website to

view slides from past events, see what

events we have coming up and to

check out what else we do.

www.charitycomms.org.uk

Digital

transformation

Conference

21 May 2015

London

#charitydigital

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