CASE STUDY: Mindful Monsters
These are slides from the Institute of Fundraising Supporter Journey Conference 2018.
Here are some notes made from the presentation:
About SCOPE and Mindful Monsters:
- Over 90% of their supporters came through face-to-face campaigns before the Mindful Monsters campaign.
- 70% had heard of SCOPE but only 10% knew what they did.
- Since the launch of Mindful Monsters (15 months ago) 95% of their supporter base are new. 1.8 million subscribers.
- Saw a 70% increase in year 2.
- They done this by putting the individual back into giving
- The Mindful Monsters campaign meets a need and brings people on a journey to become closer to the cause. Retention levels are 9 times better and the campaign breaks even in half the time.
- Mindful Monsters relies entirely on content creation
- Continual testing and reviews on all touchpoints. Asking new questions every time.
Everyone is asking the same questions:
- How do I truly understand my supporters?
- How do we acquire supporters in the era of GDPR? How do we turn engagement into ££?
- How do we create amazing experiences to retain supporters?
- How do we get it right for supporters?
- How do we change our culture to become truly support-centric?
Five ways to put the individual back into giving:
UNDERSTAND: Start with the ‘small data’
ACQUIRE: Make yourself relevant
RETAIN: Begin each year at zero
GET IT RIGHT: Don’t debate, prototype
CULTURE: Go to them, bring them to you
- ‘Small data’: finding the causation, the reason why. Use this to form how we communicate with people.
- Helps inform making your brand relevant to the supporter, building trust.
- GDPR – journey begins with the relevance of your brand to your supporters.
- Create a great experience for your donor; creating a bond, resulting in them becoming Ambassadors.
- Face-to-face makes things relevant
- Meet audience need and people will pay for it
- Ask questions! – to gain in-depth insights
- Tailor your messaging and advertising and test them!
- Who influences our donors and how do we tap into them (e.g bloggers)
- Supporter experience needs to develop with the donor. Start each year at zero (LEGO). Maintain a continuous conversation.
- It’s the experiences that make donors continue to support
Ensure the product remains sustainable, useful and scalable:
- Going back to our audience
- Creating new insight
- Asking new questions
- Challenging ourselves
- Have we proven our hypotheses?
- Deep dive analysis
- Who, what and when
- Prioritising high impact tasks