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Key Trends for 2016 Keynote

David J. Neff @daveiam #AUDCtrends

Abila Partner Rally 2016

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Your Clients’ Donors and Members

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It’s changing. Are they ready? S E C T I O N O N E

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1940-

1960

77m

1960-1980

Generation X

1980-2000

Millennials

61m92m

http://www.goldmansachs.com/our-thinking/pages/millennials/

Baby Boomers

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The MillennialsS E C T I O N O N E

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The Millennials Have Less to SpendS E C T I O N O N E

6www.501derful.org

One last piece of news for your clients…S E C T I O N O N E

http://www.gallup.com/poll/181289/majority-employees-not-engaged-despite-gains-2014.aspx

Less than one-third (31.5%) of U.S. workers were engaged in their jobs in 2014. The average is up nearly two percentage points from 29.6% in 2013. A majority of employees, 51%, were still "not engaged" and 17.5% were "actively disengaged" in 2014.

51% not

engaged

17.5% actively disengaged

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So What do They Care about? What’s the good news? S E C T I O N O N E

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STORYTELLING ACCESS DIGITAL GIVING BACKFor Millennials,

storytelling is key. The story behind the story is very

important for them. They are the

“behind the scenes” generation.

This generation is our most wired yet. They truly grew up staring at screens for better

or for worse. But don’t assume they

know the tools.

Millennials crave access, not purchase, of

things like homes, cars, TVs and

others.

Millennials prefer to use their personal skills when giving to charity according to the Millennial Impact Report. 77% of millennial employees said they are more likely to volunteer if they can use a skill to benefit the cause.

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Driving Added Revenue through Storytelling

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Association and Nonprofit Revenue Objectives? S E C T I O N T W O

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Retention

New Revenue

10www.501derful.org

Thanks to Google, this is how your average member or donor finds your client.

4.1million searches every minute 24/7/365http://www.intel.com/content/www/us/en/communications/internet-minute-infographic.html

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Who is your average member/donor? S E C T I O N T W O

Mapping the new “Member Journey” requires insights into behavior and smart use of emerging platforms, personalization and targeting

Number of Donors

Meet Joe, a next generation member/donor.Joe is a millennial… he’s an up and coming professional who has limited time and money to give to his causes. He’s heavily influenced by friends recommendations but has a strong passion to support organizations that he perceives as making an impact on the wider world. He is career minded and very active when not working.

More copy…

Awareness &

Consideration

passive

activeEvaluatio

n & Donate

Engage

Experience

passive

active

passive

active

passive

active

passive

active

A powerful video is shared by Joe’s friend on Facebook.

The video moves Joe to research the cause, read some blogs and he makes a small

donation.

Joe receives regular e-mails and is

encouraged to join the community or to

volunteer.

Joe is invited to volunteer

and gets an up close and

personal look at the cause.

With Joe’s background, he earns a

position on the Junior board

and is supports several events.

Advocate

passive

active

At the event, Joe learned

more still and now advocates for the cause.

Life

time v

alue?

Acquisition cost?

Value of his

“network?”

KEY ENABLER:Awareness programs

KEY ENABLER:Personalized

content

KEY ENABLER:Targeted comms

KEY ENABLER:Tailored

experiences

KEY ENABLER:VIP/Insider

access

How do we reach these audiences? S E C T I O N T W O

Through giving them the right content, at the right time that’s entertaining or educational. Some goals for content strategy include the following: • Brand awareness• Thought leadership• Lowering the cost of member acquisition• Enhancing customer service• Better member retention and up-sell

Plan to increase content marketing budgets in 2015

50%

Marketers saying it’s the most

crucial strategy for driving

results.

56%30%

Of Marketers don’t have a plan as of

2015

https://contently.com/strategist/2015/04/21/infographic-2015s-biggest-content-marketing-trends/

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Who’s doing content marketing right?S E C T I O N T W O

Each issue of the magazine is published in English, Dutch, and German, and features between 11 and 13 different multimedia stories, each of which is contained on a single-page digital spread—think of it as an interactive e-magazine.

“A lot of brands will get into content marketing and want to produce the content themselves,” Marriott said. “They’ll spend millions of dollars building a studio. They’re going to shoot film, all this stuff. What happens? You get in your own way. Then it becomes an ad. You start inserting your product. It’s a turn-off.”

The Texas Medical Association

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Personalization will Drive Revenue and Readership

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What is personalization? Why is it important? S E C T I O N T H R E E

Much like content marketing, personalization is all about delivering the right content at the right time. In fact they go hand in hand. Your clients need a solid content marketing strategy before they attempt personalization.

https://foundationcapital.com/assets/whitepapers/DotCMO_whitepaper.pdf

http://www.futuristgerd.com/2013/08/19/nice-future-of-advertising-cartoon-by-tom-fishburne/

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Your client’s members actually want this…we swear! S E C T I O N T H R E E

Of Brands fail to use personalized content, but know

they should.

56%

Customers want personalized

website content and will volunteer

information.

58%

Customers want to know how and why

you are personalizing

content for them.

http://www.cmo.com/articles/2015/2/18/mind-blowing-stats-personalization.html

74%

Frustrated by content on Website that doesn’t apply

to them.

60%

62% Adults under 34 are willing to share their location for more relevant content.

http://www.ironpaper.com/webintel/articles/statistics-on-marketing-personalization/#.Vs3VKJMrKt8

Because of shifting behavior, mobile technologies and social media, today donors are a part of interconnected networks and are behaving differently today. It is a mess.

Expert opinions

Word-of-mouth (WOM)Engagement

Reflection

ValidationEmotion

Compare

Give

Share

NewconsiderationRe-engagement

Repeat giftingAllegiance Action

Passion

Observation DiscoveryOrganization

Strength

Join

Discover Engage

Pre-commitment

Exploration

Commitment

Post-commitment

Awareness

Consideration

Evaluation

AdvocacyExperience

Join/Renew

Bond

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Who’s trying to do this right? S E C T I O N F O U R

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Start simple. And build from there. S E C T I O N F O U R

https://www.optimizely.com/ab-testing/?otm_source=Google&otm_medium=cpc&otm_content=wiabt&otm_campaign=G_WW_Search_Shiva&_bt=49929938492&gclid=Cj0KEQiAxrW2BRCFidKbqKyq1YEBEiQAnMDWxjS7RqEc1KEC5qDhum72Ot1pABlKrQ-vIzChxIdUrOMaAigj8P8HAQ

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Who’s really in charge? VP of Marketing vs VP of IT

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What are the key trends to notice? S E C T I O N T H R E E

$1 trillion on marketing in

2014

https://foundationcapital.com/assets/whitepapers/DotCMO_whitepaper.pdf

Technology was about 1% and advertising comprised

about 50%.

10x in 10 Years from $12b to

$120b on tech

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What’s driving this change? S E C T I O N T H R E E

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1970s 1980s

CFO

Tech vendors like SAP, Oracle, and JD Edwards empowered CFOs to better manage buyouts, outsourcing, and increasingly global operations. Sales VP

Citrix, VMware, and Symantec gave CIOs the ability to improve efficiency by consolidating and improving the core IT infrastructure.

CDO/CXOThe Chief Digital Officer is beginning to be enabled by a true focus on the customer.

1990s 2000 2020

This continues a trend, developed over the past few decades, where each successive wave of technology has disrupted a new line of business and catapulted its executive into new places.

Siebel, Scopus, and Vantiv helped sales VPs grow the topline.

CIO

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Do your clients have the right people in the wings? S E C T I O N T H R E E

Hire Math People, not Mad Men. Data and proving the ROI of your clients websites, ad spends, content marketing, search marketing and mobile apps should be their priorities for 2016 and beyond. When you look at your clients current marketing team, does it reflect this?

Key Takeaways

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Key TakeawaysS E C T I O N F I V E

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What are they doing to recruit and retain Millennials?

Do they have a content strategy to reach their audience?

If the Website is their number one asset, do they know who the audience is?

If member/donor retention and driving new revenue are key, have they adapted their content and web site for that?

Is there a plan in place to test to determine what works best? To personalize content for the modern member/donor/constituent?

Is your client changing with the times? Is it becoming data driven versus gut instinct? (VP of Marketing vs VP of Digital or VP of Experience)

Q&AA U D C 2 0 1 6

@daveiam#AUDCtrends