INCORPORATING ONLINE DATA INTO FUNDRAISING INSIGHT Lee Gisbourne

INCORPORATING ONLINE DATA INTO FUNDRAISING INSIGHT Lee Gisbourne, Data Strategist

AGENDA § § Fundraising Objectives Supporter Expectations Clients online data journey How can you use online data?

A QUICK WORD ON QBASE

WHO WE WORK FOR

FUNDRAISING OBJECTIVES IMPROVE CUSTOMER ENGAGEMENT & LOYALTY INCREASE AVERAGE GIFT VALUES IMPROVE GIVING FREQUENCY & DIVERSITY RECRUIT MORE LOWER SUPPORTERS COST PER GIFT FUNDRAISING

SUPPORTER EXPECTATIONS FREEDOM TO CHOOSE TREATED LIKE AN INDIVIDUAL MORE WAYS TO SUPPORT THROUGH MORE CHANNELS FIT INTO THEIR LIVES

DATABASE PROFILE Over 55, mostly over 65 More women than men Above average income Home owners Hobbies include gardening Single ‘product’ relationship Interact once a year

BUSINESS CHALLENGES Reduced ability to ‘recruit’ Limited cross sell Seasonal peaks Direct mail focus Used expensive ‘call centres’ Email used for reminders and information High email delivery, open and click rates Had growing social media presence Large volumes of web traffic. . low conversion rates

CLIENT FOCUCED GOALS GREATER UNDERSTANDING OF SUPPOTERS OFFER MORE RELEVENT CONTENT PRODUCE SUPPOTER JOURNEYS MAKE DIGITAL ‘WORK’

PERSONALISATION /ASK

THE TRUE SINGLE VIEW Mobile data Online data Channel Digital Consumption Time & Frequency Location Frequency & Value Products Tenure Channel & Method Permissions data TRANSACTION Call centre data Sales data Enhancement Data @ Campaign data E-mail data IDENTIFY Surveys Social Media Supporter Services Focus groups Demographics Geographic Historic Segmentation Social Data QUALITY SINGLE VIEW

CAPTURING ONLINE DATA

ONLINE & OFFLINE DATA Cookie Tracking IP address & Analysis Handraising Value Exchange Tag Outgoing Emails

ONLINE SUPPORTER DATA Supporter level data will include: • Time on site • Number of visits • Location • Device • Operating system • Plug ins • Browser • Resolution • Device • Referrer (including e-mail click through) • Outlink (destination) • and Social Data • • • By Site By Page By Category By Product By Goal

DIGITAL CONSUMPTION Digital Consumption = TIME x PRODUCT PAGE COUNT + CAMPAIGN PAGES + INTERACTION (INC SOCIAL) RECENCY FREQUENCY Recency = LAST TIME ON SITE (DAYS) Frequency = # OF TIMES ON THE SITE DIGITAL CONSUMPTION

ADDING IN SOCIAL Custom Audiences are the key Single View integration using social API Harvest likes and posts and connect to supporters Share to social can identify your influencers

PERMISSIONS GDPR , ICO, Io. F PRIVACY BY DESIGN CONSENT TO USE THIS ON-LINE DATA 3 rd PARTY CHANNEL CONSENT COMMUNICATION CONCENT

NEXT BEST ACTION

OMNI-CHANNEL AUTOMATION

DID IT WORK? IMPROVE SUPPORTER KNOWLEDGE • Identified online web behaviour 78% of active base • Track digital consumption and interests TREAT PEOPLE LIKE AN INDIVIDUAL • • • Produce relevant content Increased personalisation in emails Increased personalisation for DM LOWER COSTS & INCREASE REVENUE RECRUIT MORE • Reduced mailings by 55% • Reduced inbound telephone calls • Personalised communications contribute 55% of revenue • SUPPORTERS Identified passive but knowledgeable contacts MAKE DIGITAL WORK • Email key comms channel • Improved RFM to RFM(d) models

WHO WAS THE CLIENT?

HOW COULD YOU USE ONLINE DATA? Improve supporter profiles Personalise communications Make emails comms more timely Improve propensity models Identify digitally engaged ‘lapsed supporters’ Move supporter to a lower cost channel Understand digital consumption Identify high value webpages

THANK YOU LEE GISBOURNE Data Strategis, Qbase Lee. gisbourne@qbase. net 01925 644800