Agenda

Strategic Initiatives for 2017

Overview of team and operations

What stays the same
What new additions
National Peer to Peer
Treehouse
Intercom

God loves with a

great love a man
whose heart is
bursting with a
passion for the
impossible.
-William Booth

A single team.
A unified approach that means faster learning
and progress for every division.

Access to data across systems

Voluntary data sharing across divisions for Blackbaud, Google
Analytics, and other digital systems to gain macro insights.

Cross Collaboration
Create together all content that is common across divisions with
space for localization & work in pairs to increase productivity.

78

Project Features Sample

This is an example for a subtitle

SPRINT PLANNING

MON

1 hour
What can we do this week that
will provide the most business
value?

EXECUTION

T-W-R

Execute the agreed upon work items.

Use of Slack aids greatly in questions
being answered.

RETROSPECITVE

FRI

1 hour
What worked?

What didnt work?

What can we do better?

Our Operating System

Core operational values for the Digital Creative Team

01 People First

02 Local Priority

03 Thought Leadership

04 Collaboration

05 Effectiveness

06 Responsiveness

We will value a rich user experience over internal

convenience. We are not our users.

We will value individuals and interactions over

independent work.

We will value local needs over divisional or

territorial needs. All fundraising is more powerful
when its closer to home.

We will value effective, functional marketing over

comprehensive documentation.

We will value innovation and Expanded Perspective

over Conventions and unexamined behaviors.

We will value responding to changes over

following a plan.

As a team, we will strive to meet all goals at all times, but these values exist to inform our decisions when values intersect each other. When rich user experience
intersects with internal convenience, we will choose rich user experience. Costs are not highlighted here as they are a primary component of effectiveness. We cannot
truly be effective if our return on marketing investment dwindles. Additionally we do not consider money to be a core value, it is simply a tool we use.

Start with a Blog

Keyword Optimized post with salient headline & clear actionable conversion steps.

Email

Take a Deep Breath

Pin directly from your blog

post so that all pins lead back
to your post.

Subscribers to your blog will

get an email notifying them of
your new post.

Facebook

Twitter

Headline plus first research point in

paragraph with an image and link.

Close variation of the headline

with hashtag and link.

Tactics

Pinterest

Heres some amazingly inspirational text

to help jumpstart someones day. The
goal of this post is to make them feel
great and help them more closely self
identify as someone who wants to
create good in their world.
This will be a couple paragraphs long.
But for the sake of this mockup Ill stop

Pairing for Productivity

We can work in pairs to create more accountability

KEEP
What stays the same.

Strategy
All growth can be boiled down to 3 primary levers, Exposure, Friction & Incentive. -Elliott Shmukler

Decrease Friction
We must streamline the content that occupies our homepages & give visitors clear actions
with easy ways to complete them. Our internal systems must be streamlined to avoid labor
intensive processes.

Increase Exposure

Optimizing every page on our sites for Search Engines, producing more opportunities for
electronic opt ins, investing in strategic digital advertising and producing more lifestyle
content will increase our exposure online. (Google for Business)

Increase Incentive
Shifting the way we create content to provide value and interactivity to our visitors can
provide a much stickier audience. We are seeking to shape a voice that is relevant, provides
value and choices to the general public. This will mean more lifestyle content, more shopping
experiences, more crowd funding and more outcomes based fundraising.

Create clean conversion paths

Track User Behavior

Design compelling media to drive conversions

UPDATE
What changes?

31

Infrastructure to Optimization
For two years weve been building infrastructure. Now we can talk about effectively
optimizing for conversion with new Google Dashboards and Multi-Variate Conversion
Tests with Optimizely. This will tell us what is working, what isnt working and we will
have the opportunity to shift content rapidly.

Assess

Build

Launch

Optimize

12

13

72

142

15

6%

14%

7%

13%

$147.19

CONVERSION
Subscription

CONVERSION
Cash Donation

CONVERSION
Email to Donation

EMAIL
Open Rates

AVERAGE
Online Donation

This is the successful entry of

personal information online to
subscribe or access a resource.

This is the successful completion

of a credit card donation online.

Of the people who viewed your

email, how many made a
donation.

The percentage of people who

actually viewed your email.

The average amount of an

online donation.

422
74%

13

232

23%

1%

ABANDON RATE

SUSTAINING GIFTS

TOTAL SESSIONS

This is the total number of users who

click on your donate button but do
not successfully complete a
donation.

This is the total number of donors

who selected an ongoing gift.
Percentage of your total donors
chose sustaining gifts.

This is the total number of users who

have visited your site. (In Google
Analytics it is broken out by new and
returning.)

25%
Increase

8,942

36,041

SOCIAL MEDIA
REFERRAL TRAFFIC

NEW P2P DONORS

This is the number of visitors who

This is the total number of new
came to your site from a social media donors from peer to peer fundraising
site. This is our only social metric for programs.
now.

Our simple goal is raise the overall online giving by 25%

These 10 metrics will tell us if were getting there.

27

Content Team
39%

Long Form Stories

39%
39%
39%
39%
39%

Short Form Content

Re-packaging
.

Kathy Lovin, Cory Gaudaur, Melissa McKewen (Social Analytics), Cherie Comer

26

Analytics Team
John Docter, Kris Alcordo, Niki Noll

50

Audience Growth Team

TOTAL USERS BY GENDER

49%

51%

59% Desktop
41% Mobile/Tablet

Alexa Morris, Rachael Fowler, Cherie Comer

23

National Peer to Peer #RedKettleReason

50

Online Learning for Digital Skills

Learning to code is vital to any digital marketer. From email to websites to Facebook conversion pixels, there is code in
almost everything we do. So THQ has installed an online learning environment (Treehouse) to invest in your digital
team. We provide the tools, but we would love your support in encouraging learning. There is visibility into what team
members are accelerating, what team members need a nudge. Team members can earn badges as they learn.

50

Intercom Live Chat

This year we will be experimenting heavily with live chat on our websites. Initial tests have shown that there
is a great demand for helping people find services within their local area. Sophisticated chat tools help us to
get those folks to their appropriate service center faster - which is an amazing proof point for a donor.

Theres never been a better time

to work in digital at The Salvation Army.