Marketing automation for charities
- 1. Marketing Automation Making it work for your charity
- 2. Who am I? I’m Matt, founder of Charity Box, a company that designs and builds websites for charities. ● Inspired by tech for good ● Helps small charities (<£500k/yr income) ● Measure impact of work www.charitybox.io matt.saunders@charitybox.io www.twitter.com/WeAreCharityBox
- 3. Who are you? ● Your name ● Your organisation ● What you do
- 4. What will this session cover? Marketing automation and how you can make it work for your charity. ● What is automation? ● Working examples and what you can take from them ● When to use automation ● Group discussion
- 5. What is automation? Any ideas?
- 6. What is automation? “The automatic operation or control of equipment, a process, or a system”
- 7. What automation means for marketing comms ● Automation of repetitive tasks to save time ● Develop systems to generate opportunities ● Put processes in place to nurture supporters and clients
- 8. What does this mean for charities? ● Reduce monotonous tasks for charity staff ● Seek out potential new supporters ● Improve engagement with supporters and impact to service users In short, be more impactful, more efficiently!
- 9. What can you do with automation? ● Automatically send emails to subscribers through Mailchimp + RSS ● Automatically share content on social media from your WordPress website ● Automatically respond to visitors using a chatbot
- 10. Example #1 - youthSpark ● youthSpark helps youths at risk of human trafficking ● They leveraged automation to deter perpetrators using Zapier to link together Twilio and Airtable, called Demand Tracker ● Twilio provided telephone number and sends SMS messages and Airtable logged the calls made youthSpark achieved this with no tech knowledge and little funding! https://zapier.com/blog/build-database-without-engineers/
- 11. Example #2 - NSPCC ● The NSPCC runs over 40 events a year - runs, treks and even skydiving ● They needed to automate the fundraiser journey ● The number, timing and content of emails is tailored depending on when the participant signed up Result? Boosted engagement and saved time! https://www.adestra.com/resources/automation-boosts-email-engagement-15-saves-hours-nspcc/
- 12. ● Developed programmatic email campaign for people looking to rehome ● Automated alerts when your perfect pet is available ● Over 3000 people signed up More sophisticated use of data leads to more animals rehomed. Example #3 - RSPCA + IBM
- 13. Example #4 - Shelter chatbot ● Chatbot called “Ailsa” to help answer queries around changing legislation for people renting in Scotland ● Over 6500 interactions during first three months ● Helped free up staff to deal with more complex queries https://blog.scotland.shelter.org.uk/can-a-chatbot-help-your-charity/
- 14. How to build a chabot https://www.ibm.com/watson/h ow-to-build-a-chatbot-2 Let’s take a look at the basic premise of building a chatbot
- 15. Chatbot recap ● Step 1 - specify intent, i.e. customer has questions around bill payment ● Step 2 - consider questions, i.e. “how do I pay my bill?”, “where to pay my bill” ● Step 3 - create response!
- 16. When not to use automation ● If you have poor, incomplete or small amounts of data ● If automation will frustrate ● If the personal touch is preferable
- 17. Automation - the tools Service integrators: ● Zapier ● If This Then That ● Tray.io Email software: ● Mailchimp Chatbot software: ● IBM Watson
- 18. Over to you! ● Do you use marketing automation? ● What areas of your organisation could be automated? ● Questions and comments