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
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
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
0
2000
4000
6000
8000
10000
12000
14000
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
£400
£600
£800
£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!
0
2000
4000
6000
8000
10000
12000
14000
16000
No
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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
£2,500
£3,000
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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.