Charity marketing specialist Lucy Conlan steps us through the trends across web, mobile, email and social media marketing to engage their audiences into 2016.

1. 1
2015: A year of digital innovation
for charities
Exploring best practice,
trends and potential for
the year ahead for NfPs
Conlan Consulting
Inspirational direct and digital
marketing

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Agenda
◎ Context – 2015
◎ Themes:
◎ Simplicity
◎ Move to mobile
◎ Conversion
◎ Integration
◎ User focused content
◎ Innovation

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Client-side experience

4. 4
Consultancy

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2015 – Global context
◎ Crisis in Syria, Paris attacks
◎ Ebola and obesity epidemics
◎ Global warming
◎ In UK, increasing scrutiny on impact, financial
management and fundraising techniques
◎ More grassroots campaigns
◎ Money raised in record time for high profile
campaigns

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Digital trends
◎ Increasing importance of mobile and tablets
◎ Rise and rise of engagement
◎ Pursuit of simplicity
For NfPs
◎ Emphasis of fundraising
◎ Grassroots activism and empowerment

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VOTE 1: 2015 for you

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1. Simplicity
◎ Strategic focus - less produces more:
◎ for charity and individual
◎ Decluttering of images, actions
◎ Aim for people to know or do just one thing

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Simplicity: Strong call to act now
One message permeating
this RSPB campaign –
traditional and digital
media;
• Impact to charity and
environment will be more
complex:
• a variety of actions from taking
part in activity to learning more
of charity potentially leading to
long term engagement

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0
Simplicity: Hard- hitting email
Greenpeace:
• Short introductory text
with an ATL
immediacy
• Sense of danger
clearly demonstrated
and call to action is
very straightforward

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1
Simplicity: Website takeover

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2. Move to Mobile
Source: Danyl Bosomworth, Smart Insights blog http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
Tipping point
Mobile users outstrips desktop

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2. Mobile charity trends
Source Third Sector
Civil Society reviewed the top 100 UK
fundraising charities' websites and found
that one in three fail the Google mobile
friendly test.

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Mobile:
How responsive is your design?
● CRUk have pared down the calls
to action
● Note strong contrasting colours
● Primary aim in pink - as standout
● User friendly text

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5
3. Conversion: Upfront donation
● Classical
advertising
approach
● Directing ‘you’
● Unusual price
format for NfP
● Page continues
with children’s
drawings –
breaking linear
format

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Conversion: Home Page emphasis
Even more pared
down call to action
More rational –
prominent ask and
factual justification

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Conversion: Re-targeting
How many journeys result in no
immediate action?
This double whammy of MPU and
banner – gives impact to web exiters

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Conversion: print to digital
Consider all touchpoints
This was most persuasive
Consider also benefits to individual

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Conversion: Donor abandonment
You work so hard to attract and convert donors
● When they are so close to committing do you fight to keep
them?
● My tests have not yielded any follow up via email to prompt for a
donation or find out why the journey failed
For retail sites, about 6 in 10 journeys result in an abandoned basket

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0
VOTE 2:
donor abandon

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1
4. Integration: on and offline
•Capitalise on ATL spend
•Positive imagery – reducing bounce?

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2
Integration: email to web
•Teasing approach
from email to web
•Story built and
developed

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3
Integration: Web to social
Web site: data capture and plug for social
Twitter: Visual and hashtag enhancing
share of voice and impact

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4
VOTE 3:
integration

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5
5. User focused content:
Aggregation
◎
● Hard work behind the
scenes delivers excellent
search returns
● Powerful demonstration of
cause
● Gives strong evidence to
supporters of impact

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6
5. User focused
content:
Signposted emails
● Strong lead story
● Start with the positive
● Clear signposting of topics and
calls to action
● Very scrollable content - mobile

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6. Innovation: Gamification
● Free game that has the potential to help impact on scientific research
● The more people play, the more valid the findings
● Playful way to engage with new audiences with potential to improve or
even save lives

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Innovation: Proven engagement
Dynamic
updating:
supported by
impressive
integration
From people
affected by
cancer to
research and
fundraising

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9
Innovation: Extending the reach
Thunderclap:
•Aggregating social
media
•The power of the
collective voice
•Raising issues
•Impact – increased
profile contributed to
political debate

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0
2016: What can we expect?
◎Mobile and tablet optimisation
◎Boosting conversion
◎Increasing integration
◎Big data
Particularly for NfP
◎Galvanising goodwill - social media impact
◎Service users - understanding needs, delivering
content, connecting via communities

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VOTE 4:
2016 for you

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Summary – questions please!
linkedin/lucyconlan
◎ Recommended Smart
Insights resources:
◎ Soon to be released updated
Website Guide for NfPs.
◎ Email to follow and the Social
media guide in the new year.