Using customer experience to transform charity comms

Join us on 21 March as we demystify customer experience journey mapping and show how putting the supporter journey at the heart of your strategy can help you design the exact experience your charity-givers want.

Learn how combining deep audience discovery with strategic storytelling and innovative technology can help you transform supporter engagement, make fundraising easier and improve long term income generation.

You’ll leave the session with a solid understanding of customer experience journey mapping as an approach, and a practical toolkit of how to implement across your organisation to transform your supporter acquisition, retention and engagement.

What you’ll learn

Hear from leading experts on the latest in customer experience insight and practical tips for the third sector.

The customer experience journey mapping process

David Somerville, Strategy Director at award-winning customer experience digital agency Fresh Egg, will show how to combine empathy mapping, COM-B analysis, social listening and search intent data to uncover the needs, wants, fears and frustrations of your customers and map out their entire journey with your charity.

• Learn how that insight can be used to create a targeted content strategy that’s based on fact rather than assumption, meeting the exact needs of your supporters, at just the right time.
• Hear about real-world examples on how Fresh Egg’s previous customer experience journey mapping fuelled the launch of a pioneering digital wellbeing service for NHS London and transformed the content strategy for WWF and London Sport.

A strategic approach to video content

Ryan Wilkins, Founder & CEO, and Amber Parsons, Creative Content Director at creative agency Raw London, will explore how taking a strategic approach to video content can help map the desired emotional and practical responses at each point of the audience journey.

• With a few examples, he’ll show how combining attractive creative with a clear strategic purpose can bring people closer to your brand, change perceptions around your topic and nudge people effectively towards the actions you desire online.

Using technology to engage supporters with the right content at the right time

Mads Holmen, co-founder and CEO at industry-leading content recommendations engine Bibblio, will show how engaging supporters with exactly the right content at the right time in their journey by using technology can lead to more conversion for charities / NFP’s, with a recommendation engine as part of the content funnel.

• Uncover the ingredients of good content recommendations – based on content insights, contextual information and audience behaviour.

• How to get started with content recommendations – find out how to recommend relevant, targeted and valuable internal and external content on your site to enhance your visitors’ experience.