1. Digital Witness: Tales from the Charity Front Lines
17.10.2017
2. 2 Hello
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12. 12 I started ardently fundraising.
13. 13 I walked in memory (a lot!)
14. 14 I even took on my first 5k
15. 15 And smashed it
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18. But the same goes for charities
19. 19 Digital do gooder, photobomb pro
20. 20 Stand Up. Raise Cash. Take Cancer Out.
21. 21 The Millennial Mindset
22. 22 Power to change the status quo
23. 23 Aim at root causes I think that cancer is something that
can be stopped we have the potential to stop it. If everyone comes
together and lends their support, you can stop people going through
what we went through.
24. 24 Build collective responses, not individual solutions
Clever use of wording to grab attention Looks like they mean
business *BrainJuicer 2017
25. 25 Build collective responses, not individual solutions
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26. 26 Change attitudes with the power of collaboration
27. 27 A note on that Millennial Mindset
28. 28 Because we know.
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32. 32 Community can last indefinitely. A movement is about
progress towards a common goal. Joe Jenkins, The Childrens
Society
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34. But what about internal change?
35. 35 It is possible to affect change from the middle. It just
takes a lot longer Julie Dodd, Parkinsons UK
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37. 37 Building a network of Digital Champions
38. 38 Across the organisation
39. 39 Classroom learning
40. 40 One-to-one tutorials
41. What on earth were the Digital team up to?
42. 42 Sign up content is more than just event details
43. 43 What advice are people actually looking for?
44. 44 And form content around this
45. 45 329% more traffic than the next blog in our organic
search Driving traffic to the site (and away from our
competitors)
46. 46 Testing CTAs with a warm audience 757 conversions 153
conversions
47. 47 Co-creation is a powerful tool
48. 48 especially if you can monetise for good! Raised 3,021.54
in donations 20% uplift on donations target
49. 49 Testing increased conversion by 46% Think about where
people are coming from Try this for other larger real-estate
areas
50. There were some surprises too!
51. 51 57% of conversions came from retargeting
52. 52 Invest in the long game Taken 3,340 times 12.49 CPA 3rd
best performing blog post
53. 53 Paid media spend for conversion not just acquisition
Retargeting weekly with those registered for an event to encourage
average gift. CPA: 45
54. 54 Calculating your lifetime value Average Value of a Sale
Number of Repeat Transactions Average Retention Time for a customer
X X
55. 55 Posting less frequently, and more tactfully
56. 56 The valued engagement rate shifted over time
57. 57 Anthony Nolan has a content strategy for that The Hunt
(urgent) The Happy Ending (celebratory) The Hero (celebratory) The
Heartbeat (informative)
58. But not everything went to plan
59. 59 People prefer free stuff, even charitable types
60. 60 We say Digital Culture but theres some analog stuff in
there Thanks, Ma
61. 61 Not all teams will be adopters straight away Celebrate
and empower those that are!
62. A bit of a recap
63. 63 Find your root cause
64. 64 Keep calm and collaborate
65. 65 Invest in the long game
66. 66 Drive average value.with value *eg. free stuff
67. 67 A sign up or purchase is more than a hard sell *keep
testing that
