A Cloud Marketing toolkit for small charities.

Transcription

1 A Cloud Marketing toolkit for small charities

2 Introduction What Is the Cloud Adoption of Digital Toolkit Details Digital infrastructure Top Tips Digital Transformation The Foundations Holistic Strategy Marketing communications strategy The Message Impact The Audience Get personal Data - CRM

3 Benefits of Going Digital Save Time Reach a wider audience Increase funding

4 What is the cloud

5 Charity sector lags behind the commercial sector charity 58% lack basic skills commercial 23% lack basic skills % charities seeing an increase in funding 42% high digital maturity 20% low digital maturity

6 25% charitable donations made online and increasing year on year 75% of donors research online 47% UK charities don t have a website

7 What are the barriers to digital progress in the charity sector Governance Lack of knowledge Operational teams Skills gap Slow decision making

8 Essential Digital infrastructure The toolkit Events Website Social Media CMS Content Management System CRM Database Constituent Relationship Management

9 3 rd party sites Online donations Own website Social Media

10 Monitor and Evaluation tools

11 Social media campaigns - tips Plan - hootsuite mixture of general statistics and personal stories Involve whole team and supporters #ice bucket challenge, #nomakeupselfie Monitor and Evaluate As you go along Learn from mistakes Be flexible, change as you go along

12 Basics Website platform tips CMS Content Management System Responsive Theme For Mobile

13 Website tips content is king How do we help rather than what do we do Evidence of Impact Pictures & Video Case studies Status updates Thank you to donors Twitter Feed Donate Sign up Examples of Best Practice Charity Water Camfed Solar Aid

14 Digital transformation A Holistic strategy Definition of holistic: - concerned with complete systems rather than with individual parts Business Strategy A great toolkit doesn t mean a great house is built KPI s Impact Audit Marketing Strategy

15 Consiste nt Marketing Communication Strategy The Message Reason for existence Evidence of your impact What sets you apart The Audience Donors, volunteers, fundraisers Stakeholders Clients Evaluate Nuanced Implement Plan Goals & Targets

16 Activities Communications strategy Trustfunds Legacy Events Fundraising mix Statutory 2014 in UK, 164,000 charities, 75% with annual income up to 100,000

17 The message Evidence of Impactimpact Mission Specific Objectives Activities / Services Impact Change in society your organisation wants to create. Who are you helping? Outcomes The changes that occur as a consequence of your output Outputs What you produce as a result of your activities

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19 The audience A communications revolution get personal From Generic communication to one to one conversations Segment, customise engage Supporters are easier to retain than find The donor journey

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21 What is CRM? Constituent Relationship Management Constituent The Relationship foundation Management of getting personal

22 Manage relationships & information Clients Trusts Segment, customise engage Potential Supporters You Donors Individuals organisations Schools Churches Corporates Partners Fundraisers Reports Volunteers Dashboards Documents

23 CRM advantages, issues & products Advantages All data in one place Accessible to all Easy mobile access Scalable platform 360 interaction view 10 User licenses free to charities Issues Effort to change Time investment...and many more

24 Best practice - Charity water

25 Best practice - Charity water

26 Lao Tzu Old Chinese proverb Communicate Impact Web site

27 shoestrings Measure and Communicate Impact Salesforce customisation Self Assessment audit, Are you ready for CRM Sign up for interest in a workshop on communicating impact janeta.shoestrings@gmail.com Approved supplier for CIB New Futures program