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					Online Engagement & Conversion:
Q4 2010


    Lannhi Tran, Senior Director of Digital Marketing
GOAL: Increase engagement across
      online channels & donor segments

 Channels
 Website
 Email
 Social Networks
  Campaigns
  Direct Mail + Holiday eCard
  Holiday eCard
 Conversion Metrics




                                         2
CHANNELS




           3
Website: Focus on primary calls-to-action

PRE

                                            Top navigation
                                            previously
                                            included:
                                             Find Help
                                            Careers
                                            Running a
                                            Campaign
                                            For Agencies
                                            News Room




                                                             4
Website: Primary calls-to-action now emphasized

POST

                                           Top navigation
                                           now includes:
                                           Donate Now
                                           Email Sign-up
                                           Login




                                                            5
Website: Make it easy to give
 Making a donation required a user to take ~10 steps


PREVIOUS PATH A: 4 steps and then login/registration into eWay (additional 6 steps)




    Step 1: Give        Step 2: Give Now     Step 3: Pledge Now        Step 4: Register


PREVIOUS PATH B: 3 steps and then login/registration required into eWay




     Step1: Give Now              Step 2: Pledge Now                Step 3: Register



                                                                                          6
Website: 1-click to new donation page
 Simplified path: All Give/Donate paths now lead directly to new Blue
  State Digital (BSD) online donation page; 1-click to give
 Simplified donation page




                                                                         7
Website: Make it easy to engage | Login
 New content page was created on BSD platform to centralize login
  links for Service Providers, Volunteers, and Campaign Coordinators




                                                                       8
Email: Event follow-up with link to FB photos




                                        Attendees:
                                         Open rate        373%
                                         Clickthru rate   130%


                                        Non-Attendees:
                                         Open rate        113%
                                         Clickthru rate   74%




                                                                  9
Email: Volunteer recruitment




                                Open rate        89%
                                Clickthru rate   23%




                                                        10
Email: Advocate recruitment




                               Open rate             46%
                               Clickthru rate        2%
                               (RSVP clicks were not tracked)




                                                                11
Social: Interactive engagement


                                  Engage social influencers and
                                   brand advocates on social
                                   networking sites




                                                                   12
CAMPAIGNS




            13
Campaign: Direct Mail | Thank You\Awareness


    POSTCARD WITH EMAIL SIGNUP CALL TO ACTION   BSD EMAIL SIGNUP PAGE




                                                                        14
Campaign: Direct Mail | 1st solicitation

                     MAILING WITH                   BSD EMAIL
                   RESPONSE CARD
                   THAT HAS ONLINE
                    DONATION URL




                                     BSD DONATION
                                         PAGE




                                                                15
Campaign: Direct Mail | 2nd solicitation

                  MAILING WITH
                                                 BSD EMAIL
                RESPONSE CARD
                THAT HAS ONLINE
                 DONATION URL




                             BSD DONATION PAGE




                                                             16
Campaign: Holiday eCard
BSD LAUNCH EMAIL   BSD eCARD LANDING PAGE




BSD
eCARD
SHARING
PAGES




                                            17
Campaign: Holiday eCard | Solicitation
BSD EMAIL SOLICITATION 1   BSD EMAIL SOLICITATION 2




             BSD                            BSD
        DONATION
                                       DONATION
           PAGE                           PAGE




                                                      18
Campaign: Holiday eCard | Promotion
SITE                          SOCIAL NETWORKS




                                                19
Campaign: Holiday eCard | Metrics

 Emails had open rates ranging
  from 150%-200% and click rates
  from 37%-53%
    Sent:      54K
                                               405 shares             302 shares
     Opens: 8,476
     Clicks:   1,985
     Shares: 1,269
 First campaign that involved
                                              208 shares       204 shares          198 shares
  targeted segmentation: non-
  donors, lapsed donors, recent
  donors, and workplace donors

 Note: The Holiday eCard Campaign was designed as an email capture campaign.
 However, due to a bug in the BSD tool, email addresses of eCard sharers were not
 captured throughout the time period and solicitation emails could not be sent to email
 sharers.


                                                                                                20
CONVERSION METRICS




                     21
4Q10 Online Donations were up 74% YOY


                        4Q 2010 saw significant growth
                        compared to 4Q 2009:
                        Total donations in 4Q10 = $52K,
                        up 74% from $30K in 4Q09
                        There were 107 donations in
                        4Q10, up 88% from 57 donations
                        in 4Q09
                        4Q 2010 also had the highest
                        donation amount:
                        4Q08 = $6,162.50
                        4Q09 = $6,000
                        4Q10 = $7,500



                                                           22
4Q Donations Trending

                         2008 and 2009 generally had
                          donation peaks earlier in 4Q
                         In 2010, donation amounts
                          trended higher in December
                             The average donation
                              amount in Dec 2010 was
                              $695, higher than Dec
                              2009 ($673) and Dec
                              2008 ($566)
                             Dec 2010 had 54
                              donations, compared to
                              19 donations in each of
                              Dec 2008 and Dec 2009




                                                         23
4Q Donations | Monthly view




                         4Q10 was trending down 16% YOY
                             Oct & Nov 2009 = $17K
                             Oct & Nov 2010 = $14K
                         However, Dec 2010 donations were
                          up 193% YOY -- bringing 4Q 2010
                          up 74% YOY overall




                                                             24
Donation Sources | 4Q 2010

  32% of donations
   were made prior to the
   12/17 launch of the
   new BSD donation
   pages
  68% of donations
   were made post-1217
   on the new BSD
   donation pages

                             Holiday eCard                 35%
                             Holiday eCard & Direct Mail   17%
                             Direct Mail                   2%
                             Workplace                     10%
                             New donors (direct to site)   4%




                                                                  25
Donation Sources | December

Breakdown of December donations made on the new BSD donation pages:




                                                                      26
Donor Types post-12/17 on BSD




        Recent Donor - Made a donation in 2009 or 2010
        Lapsed Donor - No donation in 2009 or 2010
        New Donor - 1st donation




                                                         27
Summary

   4Q 2010 met the objective of growing overall online donations.
   Improving the online donation path and process by leveraging the
    new Blue State Digital donation page significantly increased
    donations.
   The Holiday eCard Campaign was successful as an engagement
    campaign, but the goal of email capture to grow the email database
    was impacted by an isolated issue with the BSD tool.
   The integrated efforts of the Direct Mail Campaign, Holiday eCard
    Campaign and new BSD donation page were effective in converting
    new, recent, and lapsed donors -- in the public and workplace
    arenas.




                                                                         28
Key Takeaways:

A few key takeaways that have been identified:
   Continue to develop campaigns that are engaging and relationship-
    building -- like the Holiday eCard Campaign which had high open,
    click and share levels. Every touch should not be an ask.
   Donors are willing to give more than once a year.
   Explore ways to increase online giving throughout the year.
   Leverage learnings and insights from Q4 2010 to:
       Acquire new donors
       Grow and retain current donors
       Re-engage lapsed donors




                                                                        29
Thank you



                      Lannhi Tran
        Senior Director of Digital Marketing
            United Way of Metropolitan Dallas
               ltran@unitedwaydallas.org
                     214.978.1043




                                                30
Q&A




      31
For More Information



                   Iavor Ivanov
            Director, Online Engagement
              United Way Worldwide
          iavor.ivanov@uww.unitedway.org
                703.836.7112 X 307




                                           32

				
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