From harnessing data to thinking up new online campaigns, Neylon fills us in on the charity´s ever-evolving relationship with the digital world.
How does your level of digital activity compare to your print coverage these days?
In 2014 Macmillan services were accessed nine million times and over 5.4 million people received support. Almost 50 per cent of the support that was delivered was via our digital channels and just under 30 per cent was in the form of printed information, such as leaflets.
Digital support is offered in a number of ways, from our newly launched multichannel, personalised information and support site – My Macmillan – to our social media channels which allow for one-to-one support from a Macmillan nurse. Other key technology projects include our 50,000-strong online peer-to-peer support network, our online financial and welfare benefits tool and our My Organiser app which helps cancer patients to organise their appointments and treatment.
As well as supporting people affected by cancer, we use technology to support Macmillan professionals in their roles. This ranges from training Macmillan nurses to use Facebook to engage with patients, to our Cancer Support Decision tool which supports GPs with clinical decision-making.
When it comes to fundraising marketing, the key to engagement is to know your audience and how to reach them. For some campaigns, this will be print led and we will reach our target audience predominantly through a variety of paid-for and editorial print coverage, as well as supporting digital activity.
For other campaigns, we will be targeting a digital-focused audience and our activity will reflect this. For example, two of Macmillan’s recent fundraising events (Brave the Shave and Go Sober) have been online-driven campaigns with participants signing up and fundraising online.
‘Data is crucial’
How do you use digital channels at Macmillan to reach as many potential donors as possible?
When it comes to attracting potential donors, data is crucial. This is because.....more
Source: Charity Digital News 9th Oct 2015