Developing great integrated email supporter journeys

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more onion

Presentation at ECF Europe 2017 by Claire Donner, more onion.

Governo e ONGs

CLAIRE DONNER
claire@more-onion.com
facebook.com/moreonion

• Reference past activity
• Send further, related
actions
• Send reminders

• End artificial Campaigner/Donor
divides
• Connect your asks and your
narratives
• Need central and coordinated
data management

• Great content
• Loyalty communications. How
did their action/donation make a
difference?
RELATIONSHIPS, NOT RESOURCES

• Supporter led
• Welcome journeys and activity-
triggered experiences
WHY BOTHER?

• An email tool with adequate
automation functionality
• Tools integration
• Meticulous
diagramming/documentation
ESSENTIALS

Donations
Engagement
Campaigning
Loyalty

10-15% of all donations made on
campaigning TY pages
[ONGOING TESTING, EXPECTED TO INCREASE]
PREVIOUS RESULTS

10-15% of all donations made on
campaigning TY pages
[ONGOING TESTING, EXPECTED TO INCREASE]
Engaged =
38% of total
PREVIOUS RESULTS

10-15% of all donations made on
campaigning TY pages
[ONGOING TESTING]
Engaged =
38% of total
90% of all regular givers
PREVIOUS RESULTS

Lots of options. Need:
• Email automation functionality
• Systems that talk
Campaignion Mailchimp
TOOLS AND TECH

PLAN
• Integrate, plan, get creative
EXECUTE
• Write emails, setup data systems, automate
TEST AND ITERATE
• Both individual emails and whole strategies
SUMMARY

for money on thank you pages?
FIRST LOOK RESULTS
Version Total Single Regular Unsubscribe
s
V1 donate
asks on all
TY pages
12,546 41 11 1449
V2 just
share asks
on donate
pages
12,657 42 16 1315
1.9-17% increase in unsubscribe

How long should we leave between
emails?
Version 1 = 3-4 days
Version 2 = 6-7 days
Success = Onetime, regular, unsubs
FIRST LOOK RESULTS

CLAIRE DONNER
claire@more-
onion.comwww.more-onion.com

Scoping
• Establish objectives and audience
• Design campaign actions
• Develop an engagement action (if you
can)
• Gather content

Scoping
• Establish objectives and audience
• Design campaign actions
• Develop an engagement action (if you
can)
• Gather content
Designing the journey

Scoping
Designing the journey
Planning
implementation
Data and technology planning

Scoping
Designing the journey
Planning
implementation
Integrate testing

Scoping
Designing the journey
Planning
implementation
Integrate testing
Launch and iterate

CONTENT/ENGAGEMENT
•
your organisation or not
•
• Approx 10 mins per flipchart

EXAMPLE OTHER ACTIONS FOR YOUR
JOURNEY
• A petition
• An email to MP action/other follow
on action
• A fundraising ask

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Developing great integrated email supporter journeys

1. HELLO!

2. CLAIRE DONNER claire@more-onion.com facebook.com/moreonion

5. 5 top tips GREAT SUPPORTER JOURNEYS

6. 1. REFLECT PAST BEHAVIOUR

7. • Reference past activity • Send further, related actions • Send reminders

9. 2. A COMMON NARRATIVE

10. • End artificial Campaigner/Donor divides • Connect your asks and your narratives • Need central and coordinated data management

11. 3. ENGAGEMENT ACTIONS

12. • Take the time • Get creative

13.

14. 4. GIVE AND TAKE

15. • Great content • Loyalty communications. How did their action/donation make a difference? RELATIONSHIPS, NOT RESOURCES

16.

17. 5. BE RESPONSIVE to external changes

18. AUTOMATIONS Being more supporter driven

19. • Supporter led • Welcome journeys and activity- triggered experiences WHY BOTHER?

20. • An email tool with adequate automation functionality • Tools integration • Meticulous diagramming/documentation ESSENTIALS

21. CASE STUDY Freedom from Torture

22. Donations Engagement Campaigning Loyalty

23.

24. CAMPAIGNING AND FUNDRAISING INTEGRATION

25. CAMPAIGNING & FUNDRAISING

26. LOYALTY

27. CONTENT & STORYTELLING

28. ENGAGEMENT GIVE & TAKE

29. 10-15% of all donations made on campaigning TY pages [ONGOING TESTING, EXPECTED TO INCREASE] PREVIOUS RESULTS

30. 10-15% of all donations made on campaigning TY pages [ONGOING TESTING, EXPECTED TO INCREASE] Engaged = 38% of total PREVIOUS RESULTS

31. 10-15% of all donations made on campaigning TY pages [ONGOING TESTING] Engaged = 38% of total 90% of all regular givers PREVIOUS RESULTS

32. Lots of options. Need: • Email automation functionality • Systems that talk Campaignion Mailchimp TOOLS AND TECH

33. PLAN • Integrate, plan, get creative EXECUTE • Write emails, setup data systems, automate TEST AND ITERATE • Both individual emails and whole strategies SUMMARY

34. for money on thank you pages? FIRST LOOK RESULTS Version Total Single Regular Unsubscribe s V1 donate asks on all TY pages 12,546 41 11 1449 V2 just share asks on donate pages 12,657 42 16 1315 1.9-17% increase in unsubscribe

35. for money on thank you pages? FIRST LOOK RESULTS Version Total Single Regular Unsubscribe s V1 donate asks on all TY pages 12,546 41 11 1449 V2 just share asks on donate pages 12,657 42 16 1315

36. How long should we leave between emails? Version 1 = 3-4 days Version 2 = 6-7 days Success = Onetime, regular, unsubs FIRST LOOK RESULTS

37. FIRST LOOK RESULTS

38. CLAIRE DONNER claire@more- onion.comwww.more-onion.com

39. THE PROCESS

40. Scoping • Establish objectives and audience • Design campaign actions • Develop an engagement action (if you can) • Gather content

41. Scoping • Establish objectives and audience • Design campaign actions • Develop an engagement action (if you can) • Gather content Designing the journey

42.

43. Scoping Designing the journey Planning implementation Data and technology planning

44.

45.

46. Scoping Designing the journey Planning implementation Integrate testing

47. Scoping Designing the journey Planning implementation Integrate testing Launch and iterate

48. LET‘S PRACTISE!

49. 1. BRAINSTORM

50. CONTENT/ENGAGEMENT • your organisation or not • • Approx 10 mins per flipchart

51. 2. FEEDBACK

52. 3. BUILD

53. EXAMPLE OTHER ACTIONS FOR YOUR JOURNEY • A petition • An email to MP action/other follow on action • A fundraising ask