Digital Corporate Social Responsibility

Charities spend enormous amounts on marketing in order to generate sufficient donations to deliver their aims and sustain their organisations. Upon further investigation, we found charities spending upto 50% of their income on marketing and interestingly, upto 80% of that marketing budget on tried and tested leaflets, doordrops, direct mail and stands at shopping malls. Amazingly only a few are spending time working out how they could drive membership volumes and donation revenues online.

• Choose the issue - identify the key issue (s) for your charity, say Prostate cancer advice and awareness amongst middle aged men and their partners
• Messaging - clarify the key message you want to get across, “be aware of symptoms namely waterworks problems if you’re male and 40+ and get yourself checked by your GP”
• SEO - work out the most popular keywords used on search engines for your key issue and engage a Search Engine Optimisation (SEO) consultant to ensure that your website ranks well for those keywords and terms.
• Audience profiling and Linkbuilding – ask your SEO consultant to establish links with other sites where your target audience congregate deploying useful copy, online adverts and news articles.
• Web Platform – ask your web designer to prepare your website for eCommerce and social networking functionality including movie and audio files, blogs, podcasts, forums and chatrooms
• E-learning development - uncover any materials you may have which can be turned into a short, informative and engaging e-learning course and engage an e-learning developer to design the course for you
• User Journey analysis – map out the user journey from searching on the web, finding your site, choosing your site over the competition, engaging with you via the social networking or e-learning functionality, starting and completing the e-learning course, understanding the issues better and warming from just being interested to becoming motivated about the issues, then as a result of that greater engagement, agreeing to donate or join your charity via the eCommerce facility. In the background you will be gathering the customer data for future marketing communications purposes. Ask your web designer to optimise the design in preparation for the development phase.
• Design, build and test Learn and Donate™ – Implement the e-learning course onto the e-commerce enabled web platform, undertake load testing and final user testing then ask your internet marketing consultant to launch the marketing campaign
• Viral marketing campaign – take a section of the e-learning course (maybe the movie element) and seed launch (to their seeding list as well as your membership) an online marketing campaign with the message, “pass this on to every man you know, it might save his life”
• Campaign analysis – your internet marketing consultant will evaluate the response to the marketing and adjust activities to do more of what’s working well and change or stop things which aren’t working. This will involve checking your web analytics system which was installed onto your web platform.
• Return on investment (RoI) calculation – calculate how much it costs to generate each £unit of value using Learn and Donate™ and compare to other fundraising techniques used
• Learn and Donate™ Maintenance – meet with your AI Digital account manager who regularly discusses and updates the campaign plan with you, working as a team to constantly improve the impact and results.

AI Digital is uniquely placed to manage the entire process using specialist skills from group companies Academy Internet www.academyinternet.com (e-learning and digital communications), Site Visibility www.sitevisibility.co.uk (SEO, PPC, Social Networking) and of course within AI Digital who provide the campaign planning and management, project co-ordination, account management, we design, build and internet marketing thinking. Charity clients get a single point of contact at AI Digital who manages the entire process and team of experts whilst acting as part of your internal marketing team.
The USP of Learn and Donate™ for charities is that their potential donors receive knowledge and support in exchange for their donation, which is significantly more impactful and engaging than a leaflet or newsletter. Furthermore, having learned about the issues, the potential donor is more inclined to donate and the average donation amount could be expected to increase as well.
In a further “value add”, Charities still deliver their marketing message as well as building their member database, generating revenue and reducing the cost of ongoing member communications which can now be done through the online community, via email, RSS etc.
AI Digital offers innovative financing options for Learn and Donate™ campaigns.

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