Community & EventDigital Acquisition + Multi-channel supporter journey= fundraising success

Helen van NootenPeer to Peer Campaign Manager Cancer Council NSW

COMMUNITY & EVENTDigital Acquisition + Multi-channel supporter journey = fundraising success

2015: $426,401 2018: $1,455,911

COMMUNITY & EVENTDigital Acquisition + Multi-channel supporter journey = fundraising success

• Campaign Proposition(s)

• Acquisition tactics

• Conversion tactics

• What didn’t work!!

• What’s happening in 2019

Operating Model for The March Charge

State Expenditure* Income

NSW 45% 45%

VIC 25% 25%

QLD 10% 10%

SA 8% 8%

ACT 4% 4%

WA 3% 3%

TAS 3% 3%

NT 2% 2%

$ in = $ outStates get participant/donor data

*not real numbers

The Original PROPOSITION

Why change the proposition?? PROPOSITION

• Is the tag line right?

• Obliterate cancer?

• ‘Further faster harder’ – too serious?

• Is it limiting & confusing?

• Is the name right?

October 2016 PROPOSITION '16

• Punchier tag line

• Fewer options

• More accessible/friendly

• New brand

• New website

• New TVC

November 2016 – lets go for it PROPOSITION '17

The New PROPOSITION '17

ACQUISTION: Finding the right people!

• Who are they?

• Where are they?

Finding the right people!

• Who are they?

• Where are they?

ACQUISITION

Acquisition Channels

Cancer Council audience• Websites• Social Media pages• eDMs• Existing supporters

New audience• TV – MKR, Bachelor, • Sunrise week• Catch-up TV• Qantas Inflight news screens• Search Marketing• Youtube• Programattic

The March Charge Audience • Social Media Pages• eDMS• Drop offs from website & registration

Partner’s Audience• Qantas • Brooks Running• Can Too

ACQUISITION '17 & 18

Internal External

Digital – drive awareness

• Youtube – reached 100,000 people

• GDN -2.5 million impressions – Best performing audiences for both sets of creative included: News & Politics,

Home & Garden, Media & Entertainment

• SEM – brand search terms performed best– Paid and Google Grant

629 (7%) registrations CPA $32 (5% of media budget)

ACQUISITION '17 & 18

TMC Facebook – test test test

• 18 different audience groups

• 23 different ads

– 3 variations of each ad: – Image, text or CTA

= 1242 ads!

4,560 (52%) registrations CPA $42 (48% of media budget)

ACQUISITION '17 & 18

Above The Line – increases reach

• TV

• Catch up TV

• Radio

2301 (26%) registrations*CPA $80 (47% of media budget)

ACQUISITION 18

Above The Line – Attribution

329 directly attributed donations 432 directly attributed registrations

ACQUISITION '18

•12 months of negotiating!

1. Sign up

2. Download app

3. Get 5 donations

4. Reach KM goal

• Double your points earned through app (up to 3000)

Qantas Assure

890 qualified for the QFF promotion raising $590K!

ACQUISITION '18 & 19

(and conversion)

•Started Registration process: 10,280

•Completed the Registration process: 8,824

•1456 went through “abandon cart journey”

Incomplete Regos

184 (13%) went on to complete the registration

CONVERSION '18

CONVERSION:participants to fundraisers

Challenges:

No physical event

No sense of community

A month long

Solution:

Triggered behavioral emails & SMS

Real people stories “Meet The March Chargers”

Gamification

Fundraising Clubs

Comms

2016: 10 emails

CONVERSION '16

+ trigger and behavioral email & SMS

Comms 2017: 39

Pre March: 16

March: 20

Post March: 3

CONVERSION '17

Meet The March Chargers

7 March: Why I’m Charging 27 March: My Charge Progress

ENGAGEMENT '18

Gamification = PLAY, EARN, REWARD ENGAGEMENT '17 & 18

Gamification = PLAY, EARN, REWARD

Prize Increase from 2017

6 badgesRest Day 5km to your goal

14%

8 badgesChance to win $200 Brooks voucher

12%

9 BadgesTMC T-shirt

5%

ENGAGEMENT '17 & 18

Fundraising Clubs

Zero $1-24% to goal

25-49% to goal

50--74 % to goal

75-99% to goal

100% - 199% to goal

200% + to goal

10 March

54% 24% 10% 5% 3% 4% 0%

3 April 50% 20% 9% 6% 3% 11% 3%

ENGAGEMENT '18

What didn’t work?• 2017: Acquisition SMS

• 2017 & 2018: Welcome Kit

What didn’t work?• 2017: Acquisition SMS

• 2017 & 2018: Welcome Kit

• 2017: Coms before March

• 2017 & 2018: Retention

• 2018 “The Project Sponsorship”

• 2018: One CC State pulls out of participation

• 2017: Too cause heavy

Cause related content...

2019 - What’s Next?

• Reactivation

• Improved dashboard

• Price point/donation level testing

RETENTION: Come back!

• Averaging 10% retention

Year round communicationRETENTION '19

AirBNB inspired Christmas CardRETENTION '19

Personalised thank you RETENTION '19

High Value DM postcard RETENTION '19

Dashboard WEBSITE UX '19

Dashboard WEBSITE UX '19

Dollar Handles test

Test 1 Dollar handles

$63

$155

$532

$1200

DONATION TEST'19

Test 1 Dollar handles

Test 1 results (most common donations)

$63 $50

$155 $20

$532 $10

$1200 $30

Test 1 Dollar handles

Test 1 results (most common donations)

Test 2Dollar Handles (to raise $20)

$63 $50 $32

$155 $20 $55

$532 $10 $256

$1200 $30 $532

Test 1 Dollar handles

Test 1 results (most common donations)

Test 2Dollar Handles (to raise $20)

Preliminary Results

$63 $50 $32 $20

$155 $20 $55 $50

$532 $10 $256 $55

$1200 $30 $532 $32

The Results