how msf used audience insight to develop digital channels. audience first conference, 16 july 2014
DESCRIPTION
Ben Holt, digital manager, Médecins Sans Frontières Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. http://www.charitycomms.org.ukTRANSCRIPT
Who are we talking to?
MSF•Established 1971 – doctors and journalists•Helping the people who need it most•War zones, epidemics, disasters•We raise the funds and deliver the medical aid•Impartiality, independence and neutrality•Nobel Peace Prize 1999
7.3 million8.3 million
1.6 million1.6 million
HIV210,000
30,000
$1 billion USD
Where we spend our money
Planning
• New international CMS• UK to develop first site • One year lead time• Research was key:
– Buy in– Stops arguments– Builds the best site
Research
• Existing research• Analytics• Survey• Stakeholder workshop• Personas & goal matrix• Card sort• Wireframing & IA• Validation – treejack tests• Design validation
•340 participants •Supporters database (82%)• Pop-up invitation on website (18%)
Participants
What was the reason for your last visit?
News / events
Donate
Other
Never visitedCountry info
Work overseas
MSF background
Health issues
Content popularity6 months to Oct 31 2011, 820k page views
• Work (28%)– Overseas (10%)– Office vacancies (5%)– Jobs (13%)
• Country focus (8%, cumulatively)• (delivers.msf micro-site: 7.5%) / (supportus.msf: 1%)• News (6%)• Donate (3.7%)• About (2.6%)• Issues (1.5%)• Support (1%)• Contact (1%)• Events (1%)
To me, Médecins Sans Frontières is…
10 - Completely agree
5 - Neither agree nor disagree
0 - Completely disagree
Dedicated 9.7 Brave 9.5 Inspiring 9.5 Honest 9.3 Selfless 8.8 Optimistic 8.1 High profile 7.3 Exciting 6.9 Safe 5.9 Youthful 5.7 Traditional 4.0 Romantic 3.4 Corporate 3.2 Underground / edgy 2.8 Pushy 2.2 Aloof 1.3 Intimidating 1.1 Amateur 0.5
How interested are you in the following types of content?
DONORS
The type of work done by MSF, e.g. crisis response, healthcare, research 7.8MSF News 7.7Stories from MSF volunteers in the field 7.7Crisis alerts and appeals 7.4Our activities in a specific country 7.0Stories from patients 7.0Information on specific issues like malnutrition or AIDS 6.8How to support MSF, e.g. fundraising or with donations 5.8Background information on MSF, e.g. history, finances 5.8MSF Events 5.5Resources for schools 4.3Working for MSF in the UK 3.9Volunteering overseas with MSF 3.0
10 - Extremely interested
5 – Neither interested nor uninterested
0 - Not at all interested
n=268
How interested are you in the following types of content?
FUNDRAISERS n=8
The type of work done by MSF, e.g. crisis response, healthcare, research 8.8Stories from MSF volunteers in the field 8.8Our activities in a specific country 8.5Crisis alerts and appeals 8.5Volunteering overseas with MSF 8.4How to support MSF, e.g. fundraising or with donations 8.1Information on specific issues like malnutrition or AIDS 8.0MSF Events 7.9MSF News 7.6Working for MSF in the UK 6.8Stories from patients 6.6Resources for schools 6.4Background information on MSF, e.g. history, finances 5.1
10 - Extremely interested
5 – Neither interested nor uninterested
0 - Not at all interested
Visitor types prioritisedBar height shows relative importance
user types: unweighted scores
Content typeProspective donor
current donor
prospective volunteers
current volunteer
current and prospective fundraiser
no relationship
MSF staff workshop
priority 1.0 2.0 2.0 3.0 3.0 4.0 1.0weighting factor 1.00 0.70 0.70 0.40 0.40 0.15 1.00 AveBackground information on MSF, e.g. history, finances 4.9 4.09 4.85 2.35 2.20 0.79 3.9 3.3Crisis alerts and appeals 8.6 5.20 5.46 3.55 3.28 1.03 6.5 4.8Events 6.4 3.82 5.13 3.17 3.16 1.00 2.1 3.5How to support MSF, e.g. fundraising or with donations 6.8 4.07 4.25 2.69 3.12 0.86 5.5 3.9Info on specific issues like malnutrition or AIDS 6.9 4.79 5.46 3.52 3.32 1.16 5.1 4.3News 7.6 5.41 5.79 3.73 3.16 1.23 7.875 5.0School Resources 3.8 3.01 4.15 1.97 2.52 0.61 4.9 3.0Specific country 7.9 4.93 5.60 3.73 3.40 1.04 5.625 4.6Stories from patients 7.9 4.90 4.95 3.55 2.68 1.09 5 4.3Stories from the field 7.8 5.42 5.85 3.49 3.32 1.12 6.375 4.8Type of work done by MSF, e.g. crisis response, healthcare, research 8.5 5.46 6.21 3.41 3.40 1.33 6.5 5.0Volunteering overseas with MSF 4.5 2.12 6.00 3.04 3.40 0.72 5 3.5Working for MSF in the UK 3.9 2.70 4.20 2.61 2.60 1.01 0.5 2.5
User types’ preferred content: average scores (weighted)
Do you have needs of MSF that are not covered by the site?
ALL USERS
“A wider range of ... various types of volunteering”
“...view documentaries ... on the site”
“Events for young people ... who aim to one day [to] work in the field”
“More info from doctors in the field, the Facebook page is good with it.”
“Scholarship opportunities”
“I would like to send electronic Christmas cards”
“How about sometimes mentioning some of those things that you have done less well”
of malaria?
Task 6
Where would you look to find out what MSF is doing on the subject of malaria?
Task 6
Delivery
• Design – RFP & selection
• Development • Content • Migration • SEO & page rankings • Donation funnels• A/B testing• Improved analytics• New email system...• Global impact
• Online income up 91% y-o-y• Average gift up 34% to £173 y-o-y• Added PayPal = £220k in the first year• Mobile traffic now 30% (up from 12%)•Page views and bounce improved•New user journeys, audiences •New advertising ideas – e.g. Retargetting •New initiative – Power of Small
Results
Any questions?
Visit the CharityComms website to view slides from our past
events, see what events we have coming up and to check out what
else we do.
www.charitycomms.org.uk