Audiences engage with your charity across multiple channels, devices and touch points. They engage in different ways too – beneficiaries may become influencers; donors may take campaign actions; influencers may give money.
Charities that fail to understand their customers’ journeys, and instead communicate based on internal divisions, risk missing opportunities to strengthen supporter relationships and improve impact. At worst they could be damaging their brands and losing existing supporters.
Presentations
Approaching your CRM strategy
Dr Peter Flory, director of Athena Consultants and visiting research fellow at Brunel University
The changing face of CRM
Collette Langley, solutions engineer, Blackbaud
Stripping it back to behaviour
Natalie Horne, strategy director, Prime Decision
The Seven Lenses – a mini masterclass
Natalie Horne, strategy director, Prime Decision
Where brand makes the real difference – driving service delivery and income
Max du Bois, executive director, Spencer du Bois
Breaking down silos for organisational good
Aaron Woods, solutions architect, British Red Cross
Using Google analytics to understand customer journeys
Angelos Alexelis, web analyst, Periscopix
Supporter journeys – 26 miles is just the start
Mary Campbell, head of events, Anthony Nolan
How digital can win back competitive advantage
Lindsay Herbert, global head of digital, Precedent
Developing key messages for different touch points
Louise Robertshaw, head of marketing and communications, Guide Dogs
Creating a new story with the supporter as hero
Ciara Smyth, assistant director – marketing and strategy, The Stroke Association