8. Where do you get the data from?
• Website analytics
• Social insights Those are
• Supporter preferences some online
• Surveys sources, but…
• Email interactions
• Marketing campaigns
• Postal
• Face-to-face What about
• Events offline?
• Community
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10. The legal stuff…
• Don’t forget your data protection obligations!
• Consider what information you want to collect and what you
need to use it for
• Are you dealing with personally identifiable information?
• Remember the first and second data protection principles
• Get it right from the start!
• Data sharing with the charity’s trading company
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11. The legal stuff…
• Website Analytics – don’t forget the
new cookies law!!
• Marketing campaigns by post or email – don’t forget
your obligations under the Privacy Regulations and
obtaining the appropriate consents
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12. Data
• Active vs. passive data collection
• Analysing data
• Using data
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14. Surveys
• Quick, easy, powerful to deploy
• Need to ensure you build the survey to get insights
you can analyse and act on
• Learn about your supporter segments
• Make sure you can filter responses by channel
• Keep them short and focus on what you want to find
out
– ‘We think XYZ and need validation’
– ‘We know we don’t know ABC and need to gather info’
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16. How many audience segments do you have?
• 1-10
• 10-20
• 20-30
• 30+
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17. What’s our experience?
• 10 clients
• Total Audience segments / 10
Average number of audience segments?
39.4
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18. Segmenting supporters – example – Fundraiser
Fundraisers
Events fundraiser vs. community fundraiser
Challenge events fundraiser vs. sporting events fundraiser
First time challenge events fundraiser vs. repeat
challenge events fundraiser
Successful first time challenger events fundraiser vs.
under-performing first time challenge events fundraiser
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19. Some real client examples
• Medical research charity learned there was a gap in their
website content for a specific supporter segment – helped
them focus on a content strategy to plug that gap
• Membership org shifting focus to fundraising were able to
validate that changing the wording of their offering
increased understanding of the supporter base of what
they were funding
• Health charity found Facebook fans more likely to give
and preferred sponsorship / pledges, compared to website
users who were less likely to give and preferred regular
giving, so they could then tailor asks and propositions
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21. Passive data collection – a sliding scale
Generic Specific Specific
non-personal non-personal personal
Most analytics data Most Facebook data Device data
e.g. e.g. e.g.
Top content Marital status Cookies
Time-on-site Gender IP Address
Pages per visit Declared interests Mobile number
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22. The legal stuff…
• Again, don’t forget your obligations under the Data
Protection Act and the Privacy Regulations about
consent
• Look at what data you would like to collect and how
you want to use it
• Then think about the consents you might need –
what expectations are you setting for the individuals
concerned?
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24. Analysing data to learn about supporters
• Focus is crucial
– What segment do you want to know about?
– What behaviour do you want to investigate?
– What objective are you hoping to achieve?
• Good examples:
– Supporter paths -> conversion
– Segment engagement scoring
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25. Spotting trends
• Data is great for trends!
• But data on its own isn’t enough – you really need
insights to add on top to add context
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29. Behavioural targeting - remarketing
62% uplift in newsletter registrations / educational
material registrations
Average donation 67% higher for conversions via
remarketing
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30. The legal stuff…wrapping up
• Think about:
– What data you want to collect
– How you want to use that data
– What consents/procedures do you need to follow in order
for you to legally achieve what you want to do with the
data
• Remember to check:
– Your privacy policies
– Your consent wording when collecting personal data
– Are you compliant with the new cookies law?
• Getting it right from the start will make things easier
• Remember the PR consequences!
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47. Content is not just what’s on your website (it’s anywhere
where you interact with your target audience )
48.
49.
50. What makes effective content?
• Strategic – it knows who it’s for and what it wants to
achieve
• It is context-appropriate
• It is unique, compelling & action-orientated
• It is shareable – think in terms of chunks of content
• Keeping content legal - copyright
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55. Getting the rights in
• Creating new content • Using existing third
– Commercial production party content
• Assignment always – Commercial licence
preferable! • Content libraries
– User generated content • Creative Commons
• Assignment unlikely, but
very wide licence
• Be careful licence rights
wide enough
– Exclusive/non-exclusive
– Territory
– Media
– Devices
• Employees/consultants
– Language
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62. Context
• What is the context?
– What are they doing?
– Screen sizes always change (iPhone5, Kindle Fire,
Internet TV, etc)
• Responsive design vs platform-specificity
– E.g. Mobile
– 20% of Facebook mobile users are mobile-only
– Non-responsive: http://www.oxfam.org.uk/
– Responsive: http://worldwildlife.org/
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63. What to do?
• 1st step in most web projects now is content strategy
– What do you have?
– What do you need?
• The 3 Ps (and an M and a T):
– People
– Places
– Production (you or 3rd party? – cf Red Bull)
– Measure
- Test
- Keeping it legal – advertising rules
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68. Informal guidance
• Disclosure of paid promotions or endorsements.
• Use ‘#ad’ hashtag or #spon if someone has been
paid to promote your organisation.
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69. Put the papaya down, Orlando
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http://www.guardian.co.uk/business/2012/sep/19/waitrose-twitter-hashtag
70. Design & emotional engagement
“Design is an opportunity to
continue telling the story, not just
to sum everything up.” – Tate Linden
Example: Charity Water
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