Revolutionizing Supporter Engagement Strategies with Digital Technology
Demonstrating the point of difference through a digital product portfolio, this presentation highlights the importance of leveraging technology to enhance supporter intimacy, engagement, and overall customer experience. By harnessing analytics, maximizing digital differentiation, and focusing on personalization, organizations can stay ahead in the competitive battleground of supporter engagement. Embracing community-centric approaches and reinvigorating flagship products with digital solutions are key elements for success in modern fundraising and marketing efforts.
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Presentation Transcript
Leanne Tiscornia Director Marketing & Fundraising
Supporter Engagement why? Customer experience is the next competitive battleground. It s where business is going to be won or lost Tom Knighton You ve got to start with the customer experience and then work back to the technology Steve Jobs
Demonstrating the point of difference Demonstrating the point of difference 2. Make the product portfolio more relevant to today s supporter. A product portfolio powered by digital technology to enable supporter intimacy. Stage Technology Supporter experience Acquisition / fundraising Crowd funding platform PayPal Transparent Real time Supporter engagement App development Social media Real time notifications and engagement options Cross selling / upselling CRM Crowd funding platform PayPal Behaviour driven cross selling and upselling Rationale Digitizing the product portfolio provides supporters with the control they expect and ChildFund with the means to personalise their engagement with the supporter. As supporter behaviour is tracked, ChildFund is able to engage more intimately to deepen the supporter relationship. Digitizing also enables the community-centric approach to be realised relatively cost-effectively for supporters. Community centric marketing automation, Facebook pages and Gift that Grow e-catalogues are a few of the many ways this can be achieved. It is recommended that flagship products such as child sponsorship are reinvigorated through the use of digital technology. The development of an app for child sponsorship is a cost-effective way of increasing the relevance and value of this product, while retaining its core essence.
Capabilities for Success Harness analytics to understand supporter behavior at individual level Maximise Digital Differentiation Engage on personal preferences and context
