Digital Award WinnerCase StudyNovember 2017

Rachel Kelly & Joshua Hill

IoF Insight in Fundraising awards 2017

Winner: Best Use of Data and Analysis in

Digital Fundraising

Project: From a segment of ‘Everyone’ to

targeted, tailored e-comms

Who we are

Who we are

Who we are

Fundraising including sales and merchandise

Digital Project

Webshop monthly emails

• The existing marketing strategy was: Email everyone!!!

• Scattergun to 120,000 people on the database

• Mixed offering trying to be all things to all people

Objective – improve financial return of email!Insight Questions:

How effective was the current strategy?

If the current strategy wasn’t working, who should we be emailing?

What products were popular amongst current buyers?

Could we better tailor the right message to the right audience?

Emails driving web traffic

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November December January February April May June July August

2015 2016

Webshop sessions 3 days before and after email landing date

3 days pre-email

3 days post email

Emails driving web traffic uplift

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November December January February April May June July August

2015 2016

Webshop Sessions uplift

Emails not driving income uplift

-£1,200

-£1,000

-£800

-£600

-£400

-£200

£0

£200

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£1,000

November December January February April May June July August

2015 2016

Webshop Income uplift

£0

£50,000

£100,000

£150,000

£200,000

£250,000

£300,000

2011 2012 2013 2014 2015

Growth in income driven most by Daily Living Aids

Daily Living Aids

Christmas

Charity Essentials

Donations

Books and stationery

Gifts

Overall, Daily Living Aids achieve the best average spend per product as products tend to be high

value (2011-2015).

Product Category Shop Orders Shop net spend Mean Net Value per product purchased

Books 1,511 £11,647.97 £6.89

Calendars, stationery, cards 6,585 £51,606.82 £6.50

Donations 10,248 £102,012.02 £9.95

Gifts 8,337 £90,902.49 £6.35

Christmas 28,997 £499,936.40 £5.56

Daily Living Aids 10,558 £249,411.24 £13.17

Charity Essentials 7,641 £124,624.34 £9.95

• 120k 19k

• Split into four segments:

• Card customers from 2015• All customers from 2016• Members who purchased a product in 2016• Daily Living Aids customers from 2015

Segmentation

Split tested subject line on every email.

- We’ve been expecting you…

- Heard about our online shop? Yule love this…

- Christmas is coming, and we can’t contain our baubles

- Psst, we wanted you to be the first to know…

vs Shop with us this Christmas

Testing

The emails…

The emails…

The emails…

The emails…

The emails…

The emails…

No harm done to traffic!

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2015 2016 2017

Webshop Sessions Uplift

New approach = consistent return

-£1,500

-£1,000

-£500

£0

£500

£1,000

£1,500

£2,000

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2015 2016 2017

Webshop Income uplift

Impact

• Proved that reduction of audience was a help not a hindrance.

• Achieved consistent traffic and income uplift through targeting core audience groups first and working outwards to colder groups.

• Learned and practised segmentation and testing strategies.

• Learned how to analyse our disparate online and offline data.

• Proof of concept work, whilst small led effectively to wider applications.