Designing Constituent Engagement Journeys to Boost Conversion

 Jenn Smith  VP Digital Agency  jsmith@teamheller.com  @jennlunalucy  

Jenn Smith Vice President of Digital Agency

Increase in fundraising 225%

Increase in Average Gift

124%

Positive Shift in Sentiment

75%

Increase in Acquisition

300%

These are numbers digital fundraisers dream about

CCSSK: Impact of Engagement Journey Planning

The Challenge

How can the Canadian Cancer Society of Saskatchewan create better, more fulfilling relationships with their most

important “Relay for Life” donors?

of total revenue

49% Relay for Life represented

The Why

$0.00

$500,000.00

$1,000,000.00

$1,500,000.00

$2,000,000.00

$2,500,000.00

$3,000,000.00

$3,500,000.00

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

years of declining fundraising revenue

years cutting mission program budgets and staff

3 3

Increasing dissatisfaction among all constituent groups

Leadership Volunteers Unhappy

Team Captains: most

dissatisfied

Caregivers feeling lost

Increasing number of complains about the

event

Lack of Engagement –

Lack of Fundraising

Media Sponsorships

declining

Fewer businesses sponsoring

Survivors not feeling honored

People saying “Never Again”

The Approach: Build an Omni-Channel Engagement Center

Integrated to provide

donor centric service via voice,

mail, live chat, web, etc.

Driven by strategic

engagement journey

mapping

Staffed by engagement specialists

Leveraged by a strong CRM for

relationship management

The Who Heller started by working with CCSSK to identify 3 target audiences

Team Captains Volunteers Survivors (Participants and volunteers)

 Development of a Multi-Channel Relay for Life Engagement plan

The What

The engagement plan included

Proven conversion-driving tactics

Strategic recommendations

across all channels

A map of communications for

target audiences

What it looked like

The best part?

We tested it.

Results: Satisfaction

75%

24.5%

0.5%

Positive shift in sentiment No shift in sentiment Negative shift

Post-interaction survey Sentiment shift

Thumbs up, 98%

Thumbs down, 2%

Results: Engagement

% participants who personalized page

Average # email solicitations

19%

31%

0%

5%

10%

15%

20%

25%

30%

35%

Control Group Engagement Journey Group

0.67

2.03

0.00

0.50

1.00

1.50

2.00

2.50

Control Group Engagement Journey Group

Average raised per participant

$137

$61

27%

58%

68%

18%

10% fewer raised Zero Dollars

9% MORE were Above Goal

124% MORE raised per participant

Results: Fundraising

$140

$120

$100

$80

$60

75%

65%

55%

45%

35%

25%

15%

75%

65%

55%

45%

35%

25%

15%

Increase in fundraising 225%

The program today: Ongoing engagement through the Omni-Channel Engagement Center

Integrated to provide

donor centric service via voice,

mail, live chat, web, etc.

Staffed by engagement specialists

Leveraged by a strong CRM for

relationship management

Driven by strategic

engagement journey mapping

Our 360° approach to Online Fundraising, Marketing & Communications

How do you better manage your relationships with your constituents?

What makes different

 Technology expertise

Implementation chops

Direct response fundraising

smarts

Ultimately we want to help you use online tools & strategy to…

 Grow Your Constituencies

Raise More Money

Delight Your Audiences

Follow us @TeamHeller and re-tweet to win

Thank you

Thank you