Overall Digital Strategy - Goals, Audiences and Objectives
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1 Overall Digital Strategy - Goals, Audiences and Objectives Grow TOP 40 Increase leadership Increase brand awareness Increase online giving ECLs Increase CPA from X to X Drive X social shares Drive $X via e-commerce WLC Increase WLC online gifts from $X to $X via social sharing / online advocacy Drive $X via e-commerce YLS from P2P fundraising Drive X% of giving from online P2P fundraising Drive $X via e-commerce online Online followers Increase per-post engagement from X to X Increase open, CTR from X to X Drive X conversions via s for $X Drive X conversions via social for $X Volunteers from volunteers Convert X% to online giving for $X Drive X social shares per event Employees Drive X minutes per user of second screen engagement Avg. X% CTR on leadership-targeted messages from employees Avg. X% CTR on offseason messages Avg. X% CTR on onseason messages Online Donors Convert X% to leadership givers Convert X% to recurring donors Public Gain X new WLC members or prospects via online from public
2 Employee Campaign Leaders Goal: Increase TOP 40 campaigns Strategy: Engage ECLs to increase use of best practices Objective: Increase number of Best Practices followed from avg. X to avg. X in one year Strategy: Engage ECLs in off-season Objective: Increase number of off-season messages to employees from X to X Strategy: Market ECLs as networking, professional development opportunity Objective: Average X interactions per week on professional networking or related Strategy: Incentivize social sharing to drive more online conversations about UWATX Objective: Drive X social conversations around campaign in FY 2014 Goal: Increase online giving Strategy: Drive sales though online store for campaign SWAG Objective: Drive $X via e-commerce Employees Goal: Increase TOP 40 campaigns Strategy: Drive more in-meeting engagement with second screen experience Objective: Drive X minutes per user of second screen engagement Strategy: Pilot, test on-season messages with key campaigns Objective: Average X% CTR on on-season messages Goal: Increase leadership giving Strategy: Target leadership messages where appropriate to drive giving Objective: Average X% CTR on leadership-targeted messages
3 Women s Leadership Council Goal: Increase leadership giving Strategy: Give women not engaged in campaign a way to access WLC Objective: Increase WLC online giving from X to X among non-campaign donors Targeted eblasts to WLC members and prospective members not giving Strategy: Introduce more women to UWATX via online tools Objective: Gain X new WLC members or prospective members via online Targeted social media advertising Targeted social posts Strategy: Empower WLC women to spread the word about UWATX online Objective: via social sharing, online advocacy UWATX Events: photos, texts, checkins External milestones: ecards, advocacy Goal: Increase online giving via ecommerce Strategy: Increase revenue by driving sales of WLC materials Objective: Drive $X via e-commerce Targeted s with CTAs Additional messaging on Donate Now pages Special pushes around key dates (advocacy days, holidays)
4 Young Leaders Society Goal: Increase leadership giving Strategy: Market YLS as networking, professional development opportunity Objective: Average X interactions per week on professional networking or related Create group and drive engagement Foster professional communications through content strategy Events: photos, checkins at prof. dev. events Strategy: Engage YLS members around Target Graduation and related issues Objective: Average X interactions per week for related posts Events: photos, checkins at volunteer opportunities Blog: monthly blog posts around Target Graduation, shared via group Strategy: Engaged P2P donors to grow UWATX audience Objective: Convert X% of P2P donors to on-going UWATX followers Goal: Increase onling giving Strategy: Increase revenue by driving P2P donations Objective: Drive X% of giving from online P2P fundraising
5 Online Followers Strategy: Share compelling content to drive further engagement Objective: Avg. X per post on Facebook, Avg. X per post on Twitter, avg. X shares or RT per week Strategy: Refine enewsletter strategy to drive more engagement Objective: Increase CTR by 2% to avg. 3% Goal: Increase onling giving Strategy: Drive conversions through all online tools Objective: Drive X% conversions via for $x, x% via social for $x and X5 via web for $x
6 Volunteers Strategy: Drive social sharing for events to increase followers Objective: per event, Drive X social shares per event Goal: Increase onling giving Strategy: Increase engagement Objective: Drive X% conversions via for $x, x% via social for $x and X5 via web for $x
7
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