Plan and deliver great supporter email journeys | Digital tools and channels conference | 19 October 2017
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The document provides five key tips for enhancing supporter journeys, focusing on reflecting past behavior, maintaining a common narrative, implementing creative engagement actions, fostering mutual content sharing, and being responsive to external changes. It emphasizes the importance of effective email automation and integrated systems to drive engagement and fundraising success. The document also highlights the ongoing testing of donation engagement strategies, with significant results noted in previous campaigns.
![10-15% of all donations made on
campaigning TY pages
[ONGOING TESTING, EXPECTED TO INCREASE]
PREVIOUS RESULTS](https://image.slidesharecdn.com/07-171020135229/85/Plan-and-deliver-great-supporter-email-journeys-Digital-tools-and-channels-conference-19-October-2017-26-320.jpg)
![10-15% of all donations made on
campaigning TY pages
[ONGOING TESTING, EXPECTED TO INCREASE]
Engaged =
38% of total
PREVIOUS RESULTS](https://image.slidesharecdn.com/07-171020135229/85/Plan-and-deliver-great-supporter-email-journeys-Digital-tools-and-channels-conference-19-October-2017-27-320.jpg)
![10-15% of all donations made on
campaigning TY pages
[ONGOING TESTING]
Engaged =
38% of total
90% of all regular givers
PREVIOUS RESULTS](https://image.slidesharecdn.com/07-171020135229/85/Plan-and-deliver-great-supporter-email-journeys-Digital-tools-and-channels-conference-19-October-2017-28-320.jpg)
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Plan and deliver great supporter email journeys | Digital tools and channels conference | 19 October 2017
- 2. 5 top tips GREAT SUPPORTER JOURNEYS
- 4. • Reference past activity • Send further, related actions • Send reminders
- 7. • End artificial Campaigner/Donor divides • Connect your asks and your narratives • Need central and coordinated data management
- 9. • Take the time • Get creative
- 11. 4. GIVE AND TAKE
- 12. • Great content • Loyalty communications. How did their action/donation make a difference? RELATIONSHIPS, NOT RESOURCES
- 14. 5. BE RESPONSIVE to external changes
- 15. AUTOMATIONS Being more supporter driven
- 16. • Supporter led • Welcome journeys and activity- triggered experiences WHY BOTHER?
- 17. • An email tool with adequate automation functionality • Tools integration • Meticulous diagramming/documentation ESSENTIALS
- 18. CASE STUDY Freedom from Torture
- 21. CAMPAIGNING AND FUNDRAISING INTEGRATION
- 23. LOYALTY
- 26. 10-15% of all donations made on campaigning TY pages [ONGOING TESTING, EXPECTED TO INCREASE] PREVIOUS RESULTS
- 27. 10-15% of all donations made on campaigning TY pages [ONGOING TESTING, EXPECTED TO INCREASE] Engaged = 38% of total PREVIOUS RESULTS
- 28. 10-15% of all donations made on campaigning TY pages [ONGOING TESTING] Engaged = 38% of total 90% of all regular givers PREVIOUS RESULTS
- 29. Lots of options. Need: • Email automation functionality • Systems that talk Campaignion Mailchimp TOOLS AND TECH
- 30. PLAN • Integrate, plan, get creative EXECUTE • Write emails, setup data systems, automate TEST AND ITERATE • Both individual emails and whole strategies SUMMARY
- 32. THE PROCESS
- 33. Scoping • Establish objectives and audience • Design campaign actions • Develop an engagement action (if you can) • Gather content Designing the journey
- 35. Scoping Designing the journey Planning implementation Data and technology planning
- 38. Scoping Designing the journey Planning implementation Integrate testing
- 39. Scoping Designing the journey Planning implementation Integrate testing Launch and iterate
- 40. 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
- 41. Digital tools and channels: make the most of your digital presence 19 October 2017 London #charitydigital Sponsored by