What is the Digital

Business?
 Need to define the nature of business

Independent Planning
Independent Resources
Shared Planning

Primary
Independent KPIs
Shared Resources

Ancillary
Shared KPIs
Receiving support from
other units to achieve its
Providing support to
goals
other units to achieve
their goals
6 Key Pillars of Digital

Planning & Governance

Goals & Measurement

Media

Content

Experience

Conversations
Planning & Governance

Business &
Strategic Budgets &
Revenue
Initiatives ROI?
Models

System & Resources &

Processes Skills
Goals & Measurements

Digital KPIs Dashboards

Donor
Attribution
Profiles
Media

Paid/Earned/Owned Offline/Online
Media Integration

Always On
Campaign
Management
Content

Content
Awareness
Marketing
Content
Strategy

Consideration Decision
Content Content
Experience

Website Donor
Landing Pages
Journey

Conversion
Rate Personalization
Optimization
Conversations

Email Marketing
Marketing Automation

Chat Bots CRM

Growth Loops & Levers PAID INVESTMENT
o Digital Ads
o Paid Placements
o Influencer
CONTENT Marketing
Paid Loop o Paid Content
o Videos
Viral Loop Creation
o Blogs
o Testimonials
o Interviews UGC
(Audience
o Articles Driven)
Loop
SHARED RESOURCES
o P2P Fundraisers
o School Tours
o Volunteers
Sustained Growth
Business Objectives

Optimize Acquisition
Maximize Awareness Increase New Donors Maximize Revenue Reduce Donor Churn
Cost
• Maximize Reach • Maximum budget • Maximize ROAS • Lowest possible • Provide meaningful
• Optimize Frequency allocation for new • Increase average donor acquisition engagement and
• Promote donors donation value cost acknowledgement
meaningful content • Impactful referral • Optimize conversion • Maximize recurring
programs rate donations
Business Tools

What do we need?
People Partners Investment Scale Knowledge Assets
• Dedicated • Technology • Digital Media • Performance • Data sharing • Online shop
Global Digital Vendors • Content Dashboard • CRM tool • Donor platform
Fundraising • Digital Creation • Data attribution • Usable data • Digital products
team Marketing tool
• Media Agency
• Tech
• Content
• Partnerships
Performance Management

What should we be measuring?

Reach Research Convert Loyalty
• Audience Volume • Email Sign Ups • Revenue • Returning Donors
• Audience Quality • Time on site • ROI • NPS
• Audience • Social Media • Total Transactions • Brand Advocacy
Value/Cost engagement • Average Order
Value