We’re all well-versed in the realms of digital transformation when it comes to businesses and brands, but what can we learn from our third-sector friends? Cheri will share her experiences working with nationwide charity Breast Cancer Care. She will showcase the tactics they used to get quick wins from social testing and to boost conversion rates. She’ll also prove that a digital culture means more than just Slack; why it matters and how you can start seeing the change, fast.

1. Digital Witness:
Tales from the Charity Front Lines
17.10.2017

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Hello

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I started ardently fundraising….

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I walked in memory (a lot!)

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I even took on my first 5k…

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And smashed it 👊

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18. But the same goes for charities…

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Digital do gooder, photobomb pro

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Stand Up. Raise Cash. Take Cancer Out.

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The Millennial Mindset

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Power
to change
the status
quo

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Aim at root causes
“I think that cancer is something
that can be stopped – we have the
potential to stop it.
If everyone comes together and
lends their support, you can stop
people going through what we
went through.”

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Build collective responses, not individual solutions
“Clever use
of wording to
grab
attention”
“Looks like
they mean
business”
*BrainJuicer 2017

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Build collective responses, not individual solutions
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Change attitudes with the power of collaboration

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A note on that ‘Millennial Mindset’

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Because we know….

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“Community can last indefinitely.
A movement is about progress towards a common goal”.
Joe Jenkins, The Children’s Society

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34. But what about internal change?

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“It is possible to affect change from the middle.
It just takes a lot longer…”
Julie Dodd, Parkinsons UK

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Building a network of Digital Champions

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Across the organisation…

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Classroom learning

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One-to-one tutorials

41. What on earth were the Digital team up to?

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Sign up content is more than just event details

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What advice are people actually looking for?

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And form content around this…

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329% more traffic than the next blog in our organic search
Driving traffic to the
site
(and away from our
competitors)

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Testing CTAs with a warm audience
757
conversions
153
conversions

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Co-creation is a powerful tool

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…especially if you can monetise for good!
Raised £3,021.54
in donations
20% uplift on
donations
target

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Testing
increased
conversion by
46%
Think about
where people are
coming from
Try this for other larger real-estate areas

50. There were some surprises too!

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57% of conversions came from retargeting

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Invest in the long game…
Taken 3,340
times
£12.49 CPA
3rd best
performing
blog post

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Paid media spend for conversion not just acquisition
Retargeting
weekly with those
registered for an
event
to encourage
average gift.
CPA: £45

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Calculating your lifetime value
Average Value
of a Sale
Number of
Repeat
Transactions
Average
Retention Time
for a customer
X X

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Posting less frequently, and more tactfully

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The valued engagement rate shifted over time

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Anthony Nolan has a content strategy for that
The Hunt
(urgent)
The Happy
Ending
(celebratory)
The Hero
(celebratory)
The Heartbeat
(informative)

58. But not everything went to plan…

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People prefer free stuff, even charitable types…

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We say “Digital Culture” but there’s some analog stuff in there
Thanks, Ma

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Not all teams will be adopters straight away
Celebrate
and
empower
those that
are!

62. A bit of a recap…

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Find your root cause

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Keep calm and collaborate

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Invest in the long game

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Drive average value….with value *eg. free stuff

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A sign up or purchase is more than a hard sell
*keep testing that

68. And ring in the tangible results…

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£2,759.00
Make a change

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Make a difference

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Do good with digital

72. 17.10.2017
Cheri Percy, Account Director
cheri.percy@nonsenselondon.com