January – April 2019: The next step was to create a solid foundation for data-based decisions. To achieve this, Google Tag Manager and Google Analytics were checked and optimized. Tracking for e-commerce and events was also configured. The final step was to configure the getunik dashboard so that the insights gained in this way could be operationalised in concrete measures. It automatically compiles the most important key figures of the digital channels and compares them with the benchmarks from the NPO industry.
January 2019 – present: An essential principle of this collaboration is that projects are not only successfully completed, but that continual checking and optimisation also take place afterwards. This is achieved through regular meetings and video conferences. The ongoing consulting retainer also includes regular consulting for the SPS team, and handling tasks in the areas of email marketing, marketing and analytics. Furthermore, the retainer provides support for the development and implementation of journeys.
August 2019 – present: getunik has also taken over marketing in Google Grants and Adwords for the SPF. Thanks to the strategy that has been worked out, the free ads from Google Grants should be better exploited and the revenues from the Paid Search channel increased overall.
September 2019 – present: Together, SPS and getunik have developed an automated Journey to convert the acquired leads to members. The Journey illustrates the various stages of the process from initial care after the accident to reintegration into the working world. Thus, the readers of the newsletter are able to follow the holistic approach of the Swiss Paraplegic Foundation and witness the SPF’s part in helping a paraplegic lead an autonomous life.
Effect – increase in income, better retention and 200,000 active newsletter recipients
Not all the fruits of this successful collaboration have yet been harvested, but initial results are convincing. The income from the website was able to be increased by 18% in a eight-month reference period:
01.05.18 bis 28.02.2019: 1,485,000 CHF
01.05.19 bis 28.02.2020: 1,750,000 CHF
These numbers can be traced back to the SPF’s brand campaign which was supervised with digital marketing performance measures.
232,779 existing email contacts which were completely unused until 2018 were able to be converted into more than 200,000 active newsletter recipients.
After the first year of newsletter distribution, the SPF analysed whether the newsletter achieved the hoped-for effect in terms of rentention. For this purpose two statistically identical groups were compared, which only differ in the presence of the newsletter subscription. The result: Of the persons without newsletter, an average of 94.4 % of the persons have their membership, which already represents a very high retention rate. Among the persons with newsletter this value is even 95.9 %.
The figures from the Lead-to-Member Journey are just as pleasing: A full 10.6 % of leads can be converted to members through automation.
By managing both Google Accounts (AdGrants & Adwords) and a stronger focus on conversion optimization, the number of conversions increased by 90 % and the number of clicks by 40 % (comparison October-February 2019 to 2018). Decisive factors here are a very clear and granular campaign structure, active monitoring, as well as optimal coordination of both channels.