05-05-2021

How interaction helps with profile enrichment and revenue enhancement

The expectations and experiences of fundraisers regarding the use of chat

Charities are increasingly using chat flows as a tool for fundraising and lead generation. To share knowledge and inspire people, mobile journey developer MIC hosted a webinar on 30 March. Director Jeroen de Rooij explained together with Steffi Appel from Jantje Beton and Ine Polak from Abbi Insights how mobile journeys can be used for profile enrichment and increasing revenues for charities and cultural organizations. As many as 160 fundraisers participated in the webinar. Prior to and after the webinar, participants were given a sneak peek of the chat and asked a few questions about the webinar's theme. In this article, we summarise the insights gained from the chat dialogue with participants.

Mobile journeys

Charities (and cultural organisations) create many contact moments with their target group. Whether it's a collection, an event, a DM campaign, an advertising campaign on TV, radio or print, or something else. Mobile journeys enable charities to tell exactly the right story to the right target group, combined with action perspectives. Using the right activation mechanisms, people can immediately start the mobile journey. Because the story is tailored to the moment people start the journey, the experience is always relevant. This relevance combined with the action perspectives is what makes mobile journeys so interesting. They enable charities to touch people, make an impact and offer the possibility to stimulate conversion through action perspectives. Chatflows can be used as a dynamic part of a mobile journey.

Objectives and possibilities of chat

In private fundraising, many different contact moments can be identified. At many of these moments, a chat flow can be used for various purposes, such as profile enrichment, lead generation, awareness, prevention and fundraising. The donation contact moment, for example, is very suitable for using chat. This is a great moment when donors are involved in your cause and want to talk to your organisation. The dynamic character of a chat will trigger people. With a fresh and interesting content for the chat, charities can then ask these people to do something extra, such as subscribe to an email newsletter. Because this is done in a natural way, many people find it logical to join in and share data.

The content of a chat can be diverse. Short quizzes that test people's knowledge in a playful way work well. Participants enjoy finding out more about the subject they are (currently) involved in in an accessible way. It also works well if people receive a suitable reward in exchange for their data. For example, a salt-free recipe booklet after taking part in the Kidney Foundation's salt quiz. This was used successfully during the Kidney Foundation's collection. In 2020 the Kidney Foundation asked its collectors to collect by mobile phone. Through MIC's mobile collection journeys, these collectors could ask their family members, friends, colleagues and other acquaintances via WhatsApp, Facebook, LinkedIn and e-mail to donate. These people could then make a donation via the mobile collection-giving-journey. The Kidney Foundation reached a lot of (anonymous) consumers with the mobile collection. Everyone who made a successful donation was subsequently thanked in an interactive chat with a quiz. This allowed people to test their knowledge and make them more aware of the effect of salt on the kidneys. As thanks for their participation, these people were given the opportunity to receive a recipe booklet by e-mail. With the accompanying opt-in these people gave the Nierstichting permission to reach them at a later stage as well.

Chat can also be used as a donation step. Stichting Vrienden van het Sophia did this successfully with their annual light campaign for the Sophia Children's Hospital. Through the campaign website and QR codes on coffee cups in the hospital, people could start the chat. In three steps, the story was told and urgency was indicated, people could make a donation and the profile of the donor was enriched.

Assumptions and expectations

Before and immediately after the webinar, we invited the participants to take part in a small survey. And to let them experience in real life how chat works, we used this of course. The expectations of chat were different before the webinar than after. The association that people had with chat before the webinar varied widely: from impersonal and robotic to a convenient and fast way of communicating. The cases presented, including that of Jantje Beton, illustrated how you can use chat for a personal dialogue: if you think through the questions and follow-up routes very carefully, match them to the target group and adapt the experience to the profile of the chat participant, the chat makes a very personal impression. In the case of an anonymous donor, an attribute can be asked as soon as the chat starts, so that the chat flow can be based on that. If this is organised in a well-considered way, the participant does not have the feeling that the chat is a technical trick. If the 'look and feel' of the chat also corresponds with the theme of the campaign or the house style of the organisation, then the chat can hardly be distinguished from a personal dialogue with the organisation.

Chat is a great low-threshold addition to mobile journeys'.

The research we conducted after the webinar showed that the expectations surrounding chat have been adjusted: 'chat is a nice, low-threshold addition within mobile journeys', 'it can help in acquiring leads/data enrichment/donations' and 'convenience for the user' were reactions that, as far as we are concerned, confirm that chat contributes to making valuable connections and social impact.

If you missed the webinar, you can watch it back here

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Maricken Hengeveld
Managing & Marketing Director

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