the power of data and engagement - arbnetarbnet.org/sites/arbnet/files/apgapower-data-and...the...
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Membership, Giving, and Loyalty: The Power of Data and Engagement
Lynn SwainDirector of Development
Rosie SiemerFounder + CEO
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What We’ll Cover Today• Why data is crucial to membership growth
and retention• Strategies to leverage data for engagement• How to use advanced segmentation
techniques• Trends and best practices
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_____
“In God we trust, all others must bring data.”
_____~ W. Edwards Deming
American Engineer, Statistician, Author
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What’s your role?Dedicated staff?With expertise?
We want data from you!
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Why Data?• Identify• Know• Reach• Nurture• Convert• Renew• Upgrade• Cultivate
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Competitive Landscape• Digital growing faster than traditional • Expectations of personalization• Technical fluency• Technology investment• Content is king
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7
Mobile dominates digital
Source: Nielsen Mobile Insights, 2016
68%
18-24
80%89%
96%97%98%
25-34 35-44 45-54 55-64 65+
#Bridge17
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Better Marketing
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Email Marketing • Basic segmentation
• Expanded email
• Email append
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Engagement• Crowdsourcing
• Polls
• Contests
• #SocialMedia
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Who does social media marketing?
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Engaged a loyal and devoted family that will be active supporters of the Center’s mission
Best Benefit
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Digital Advertising• Retargeting (Website,
CRM, Behavioral)
• Lookalike audiences
• Mobile
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2016: Mommy Blogger
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2017: Radio Partner
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2017: Digital Campaign
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Kaitlyn, 34Mom with Young Kids
Harrison, 40Single Adult Male
Niche Audiences
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Who does SEO/SEM?Who has a Google Grant?
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Google Grants• Search Engine Optimization and Marketing (SEO/SEM)
• Up to $10K per month in in-kind ad spend
• Promote mission and initiatives
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Who has more than one data repository?
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Big Data• Modeling
• Predictive Analytics
• Actionable
• Leverage data
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• Web Traffic• Email House File• Facebook Fans• YouTube Subscribers• Merlin App Downloads• Merlin Bird Photo ID Users• Bird Cams Watchers• Citizen Scientists• NO Advocates New Contributors
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Trends
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30
Gender: MaleAge: 64Location: Washington DC(within 50 miles)Interests: Philanthropy, Charity & Causes, etc
Similar matches: 53,000 people(Source: Facebook Ad Network)
#Bridge17
Persona Development
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Awareness & Research Consideration Retention
Display
Social Media (earned media)
Permission Email
Paid Search & SEO
PPC
Retargeting
Landing Page / Website
Lead Aggregators
Mobile SMS/MMS
SEO
Social Media (earned media)
Convert
Retargeting
Email Marketing
Content Marketing
Customer Journeys
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Marketing Automation
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Younger Audiences• Underserving Millennials
by 24%
• Most ethnically and racially diverse generation in U.S. history
• Different motivations, attitudes & expectations
SOURCE: colleendilen.com, 2016 and The Brookings Institution, 2018
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vs.
Loyalty Programs
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Digital Member Cards• Consumer expectations
• Improve retention rates
• Better tracking
• Technology implications
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The “F” Word• Third-party data• General Data
Protection Regulation (GDPR)
• Certify explicit consent• More to come… #DeleteFacebook
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Consumers In Control
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Best Practices
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Content First• Valuable
• Micro-moments
• Top of mind
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Non-Traditional Audiences• Ask, don’t guess
• Be where they are
• One-size does not fit all
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Be Prepared• Explicit consent
• Technology
• Hire expertise
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“…really listening to, and emotionally [connecting] with, prospective audiences can help you to uncover new and loyal customers.”
~ Mondy Herndon, TOMS
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@RosieSiemer
fb.me/RosieSiemer
linkedin.com/in/rosiesiemer
Rosie [email protected]
THANK YOU!
linkedin.com/in/lynnswain
Lynn [email protected]
/cornellbotanicgardens
/cornellbotanicgardens