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Increasing charity income with personalised digital campaigns
Charities are seeing incomes reduce. So are seeking new ways to increase awareness and donations.
It’s difficult to overstate the role mobile devices now play in our lives.
This offers an opportunity to connect and engage with audiences like never before.
But how can charities get the most from their digital campaigns? ?
D I C E R
EXECUTION RESULTSCHANNELSIDEADATA
STEP 4 STEP 5STEP 3STEP 2STEP 1
DICER A five step approach – Data, Idea, Channels, Execution, Results (DICER).
DATA
Name First name and last name.
Location Post (Zip) Code data allows you to send personalised email messages based on the recipients location.
Email Email is still the most effective tool in a digital marketers toolbox.
Step 1. Data How good is your data? Who are you speaking to?
Minimum Requirements
If you don’t have a list or your list is small. Data capture must become a priority. Use every available ‘touch point’ to encourage audiences to sign-up.
IDEA
Step 2. Idea The hook your campaign hangs on. What creates the emotional connection and carries your messages to the hearts and minds of your audience.
STORY
DIFFERENT
ACTIONABLE
TIME IMPERATIVE
EMOTIVE
Step 3. Channels Digital channels fall into three categories. Maximise awareness of your campaign by including a mix of each.
PAID
Display Advertising, SMS
OWNED
Website, Blog, Apps, Email, Shops
EARNED
Twitter, Facebook, Instagram, Pinterest,
YouTube etc.
STRANGERS CUSTOMERS FRIENDLIES
Step 4. Execution The objective is to turn strangers into friendlies and friendlies into customers.
ACTION
STRANGERS
FRIENDLIES
CUSTOMERS
SOCIAL MEDIA
ADVERTISING
Step 5. Results Decide what constitutes a successful campaign.
RESULTSConversions/
Revenues
Key performance indicators (KPIs) are measured in hard metrics like
conversions, sign-ups and revenues.
The soft metrics like website traffic, click-through rate (CTR), social
sharing, follows, likes etc.
Sign-ups
Traffic and click throughs
Social Sharing
