personalising your website: practical advice for ...€¦ · organisations must use innovation and...

Sandra Luther – October 2010 | Page #1

Personalising Your Website:

Practical Advice for Connecting Online

Sandra Luther, Internet Solutions Manager

Blackbaud Europe


Today’s Plan

What makes a website interesting?

What tools are available to you?

Best practices for connecting online


What Do These Sites Have in Common?

– High-value services and features

– Engaging, highly personalised content

– Relevant, up-to-the-minute information

– Easy-to-use, self-service tools

– Security and privacy options

Their #1 goal is to build a sense of loyalty and community Their customers are your constituents…

http://www.bbc.co.uk/go/toolbar/-/home/d/�


Some Background Information:

How we interact and engage is dramatically different– 63% of all UK households had a broadband connection in 2009, up

from 56% in 2008 [Source: Office For National Statistics, August 2009]

– UK Web users spend 65% more time online than they did 3 years ago [Source: UKOM (via Nielsen, May 2010) ]

– There are over 23 M Facebook (in the UK) and over 10 M Twitter

Expectations and demands are high, resources are low

Organisations must use innovation and new technologies to reduce costs, expand reach, and increase impact


The Conscious Consumer

During times of great social and economic transformation,consumers, a.k.a. your donors, re-evaluate what truly matters in their lives and seek organisations that deliver both value and values

BBMG calls this change the Triple Value Proposition– How does this brand improve my life?– How does this brand help me make a

difference in the world?– How does this brand connect me to a

community that shares my values?

Source: From Legacy to Leadership: Is Philanthropy Ready for the New Consumer?, BBMG 2009


The New Imperative

Organisations must embrace new strategies that build on existing development strengths while broadening the base of participation.

And it’s about recognizing that some of your most loyal, vocal and generous supporters—your Passionate 10 Percent™can come from unexpected places.

Source: From Legacy to Leadership: Is Philanthropy Ready for the New Consumer?, BBMG 2009


Making It Personal

Personalisation is more than simply saying “Welcome Back, {first name}”

Think Preference, Relevancy and Actions

SL


Ways to Personalise Your Website...Location: London UK

Interests: - Child Welfare- Women’s Economic Empowerment- Education- Human Rights

Employer: Blackbaud Europe

Last Visit to Site: 30/06/10

Last Pages Visited: - Event Calendar- Save the Date for Major Event- Volunteer Opportunities- Latest News

Last Gift Date: 30/06/10

What do you know about me?

Email Address on File?: Yes

SL

Is Donor?: Yes


Remember

Preference: – Which communication channels do I prefer? – What interests do I have?

Relevancy: – How does your mission affect me? My family? My community?

Actions: – What’s our relationship been in the past? – Do you recognise what I have done for you? – Do you have ways for me to get more involved?


Case Study: Accion


Managing Expectations

Don’t ask for information that you aren’t going to use

If someone indicates a preference in communication –respect it

Let supporters know exactly what they can expect from you even before they opt in to your program– Meet or exceed those expectations throughout the relationship – This creates engaged supporters who will anticipate your

messages and act on them


What Have I Done For You Lately?

Supporters want to know their impact:– How was their money used?– What impact did their volunteer hours have on the community?– What was the end result of that petition they signed?


How Are We Related?

Relationships can also drive personalisation– Member vs non member– Donor vs non donor– Regional settings– Attended an event– Opened an email


Critical Tools

Personal account management – True CRM

Good content (hopefully relevant to me)

Interactive media: photo, video, & audio

Incorporate RSS and other social media

Reporting/Analytics


Really Simple Sindication


How To Get Started

Your constituents expect to be able to interact with you on their terms– Review what offline activities could be moved online

– Review what current online activities need to be improved

– Make sure your message is where they are likely to see it

Don’t work in silos– Look at all points of contact with constituents– Make sure your communication is unified, clear, and consistent

Don’t try to do it all alone – Identify advocates and get them engaged in your social media

strategy


Involve Your Constituents (if they build it, they will come)

Ask for them to join in – Volunteer– Blog & Tell Their Friends– Participate in an event– Subscribe to a newsletter

Push content out that they have expressed interest in– Acknowledge their interests – Offer additional information on similar topics

Get feedback on how to improve– Surveys and polls– Readily offer internal contact details


The Integrated Web Strategy

Your Website

Design & Architecture

CRM Integration

Email Marketing

Online Giving

Events & Volunteer

Fundraising

Multimedia

Web 2.0 & Social

Networking

Builds affinity Supports online efforts Leverages efficiencies Furthers your cause Raises more money Builds a loyal network of

supporters


Questions?

Please contact me:Sandra Luther

Internet Solutions Manager – Blackbaud [email protected]

020 7921 9663

mailto:[email protected]�

personalising your website: practical advice for ...€¦ · organisations must use innovation and...

Documents