Fundraising insight in a digital world
1.30pm – 5.30pm, Tuesday 25th May, Amnesty International, London
Book your place now: (http://insightspring2010.eventbrite.com
A majority of consumers are now comfortable with, or indeed prefer, digital communications and yet many challenges remain as to how ‘digital thinking’ can be successfully applied to fundraising. ‘Engaging’ people online is one thing, getting cash out of them appears to be something else entirely.
This conference is designed to shed insight into the technological and consumer led developments that apply to charities wanting to raise money. Covering up-to-the minute research and case studies, this session aims to provide fundraising analysts, researchers and managers with the confidence and direction to further their own digital fundraising.
Sessions from leading industry speakers include:
- Digital futures and the role of data; Greg Roekens, Chief Technology Officer, Wunderman
- What social networkers want from charities, Elly Woolston, Managing Director & Steven Dodds, Head of Planning, DMS
- Excellence in email marketing, Chris Combemale, Managing Director, The Email Academy
- The Direct Marketing Association’s research into consumer attitudes to digital media such as email, mobile and social media; Paul Seabrook, FastMap
Nigel Magson, current chair of the Insight SIG remarks; “Our members have been telling us they want to better understand the impact of online supporter marketing and it is undoubtedly the most important fundraising issue today. This conference will provide practical insight from experts in their field to help fundraisers really get grips with this challenge”.
The Institute of Fundraising Insight Special Interest Group is a voluntary group dedicated to providing resources and training for analysts, database marketers, researchers, online fundraisers and anyone who wants to use insight to improve fundraising performance. Places at ‘Fundraising insight in a digital world’ cost from £25 per person and can be booked at www.insightsig.org/events
INSIGHT SIG – DRAFT PROGRAMME
Spring Conference – Insight in a Digital World
Starts 1.30pm Registration
1.45 Chair’s remarks & Opening NM
INSIGHT & DIGITAL
First Session 2.00-2.40
Greg Roekens, CTO, Wunderman
In this presentation Gregory will present a snap shot of the future of digital communications and how it is at last starting to enable true direct marketing practices and insight. Even the sacred ‘Marketing Mix’ isn’t spared by the digital revolution. Data is becoming a new currency for exchanging goods and services which inevitably begs the following question: If data is a new currency how much is it worth and can it be fundraised?
Rapid evolution in technologies means that what we once thought impossible is now mainstream. It will soon be possible for brands to converse with individual on a personal level and here again data is at the core. As Kevin Kelly once said: “total personalisation will require total transparency and this will be the price”.
Gregory will also talk about his concept of “virtual clones”, how personal computers are becoming personal assistants and how this will shape the way people will select and consume services and indeed how this will affect fundraising.
Second Session 2.40 – 3.20
Paul Seabrook shares the results of the first fast.MAP/ DMA Digital Tracker, consumer research carried out in April 2010, which monitors people’s attitudes to digital marketing and usage of email, mobile and social media channels.
The study will be repeated annually to monitor changes in behaviour and opinion help charity marketers to identify opportunities and anticipate areas of challenge within the digital media landscape.
TEA Break 3.20
Third Session 3.40pm-4.20pm
Chris Combermale, The Email Academy
The DMA Digital Tracking Study launched on May 13 reveals that consumers find that about 90% of the emails they receive are not relevant, while at the same time 85% have responded to emails by visiting a website or making a purchase. This dichotomy reveals that while email is the most effective response channel marketers still have a significant opportunity to engage with customers and donors in a more relevant way. The era of one size fits all newsletters is over and Chris will share techniques to achieve more relevant and better targeted emails including segmentation startegies, building behavioural triggers, and the importance of testingtesting.
Fourth Session 4.20pm-5.00pm
What do social networkers want from charities? Steven Dodds & Elly Woolston, DMS
Some 24m people use social networking sites in the UK and yet many attempts by charities to raise money through this medium have stalled or failed. Social networkers are not a breed apart – they are you and me and quite possibly your parents – and yet they appear not to engage with ‘traditional’ charity approaches.
What DO we know about the wants and needs of these people when it comes to establishing relationships with charities? What lessons can be learnt from those that have tried and succeeded to date?
Based on bespoke research into charity donors who use social networking sites, and recent case studies, this session aims to demystify this audience and clearly show how charities can successfully introduce ‘social thinking’ into their fundraising strategy.
Closing Remarks 5.00pm -5.15
5.15 Onwards Drinks & Networking