As we have seen before, digital communication is essential for NGOs. After Greenpeace, we decided to exchange with WWF on the subject. Claire Chaperon, Head of digital marketing, was kind enough to answer our questions …
Hello Claire, can you tell us briefly about your background, how did you get into WWF?
Very classic course… a business school, then 5 years spent in marketing and digital agencies, then the wish to give more meaning to my professional life. Finally, if I knew certain marketing techniques leading to generate turnover for goods & services, why not try to do it for projects and causes that were close to my heart?
WWF was one of the “non-profit” clients of the agency I was working in at the time … so I moved from the agency to the advertiser … NGO.
What does digital represent for the NGO today? And how is it coordinated with other communication actions?
Digital and data are, of course, at the heart of our concerns like the majority of businesses in the market and non-market world.
Currently, the com (institutional) and marketing (rather fundraising and data collection) services are divided, but are working more and more together – especially on digital – because it is not optimal to take the information / awareness work out of that of mobilization and transformation.
One of our challenges is to create a real donor / supporter journey as we speak of a consumer journey: to reach awareness, mobilize, transform and build loyalty.
But behind these ambitions are hidden real strategic, human and financial challenges … especially for an NGO!
WWF is present in more than 70 countries, is there a desire to organize communication in a global and coherent way or does each country act more or less independently?
The “international” WWF offers each year to relay great campaign times – free to each “National Office” to decline them.
Thus, large-scale global institutional com actions are implemented and implemented in several countries (Earth Hour, Tiger Campaigns “Tx2”, “Save Our Shared Heritage”, OverShootDay, etc.)
But as many communication campaigns can be envisaged, it is difficult to speak of major global marketing actions, because the mobilization and donation behaviors are very different from one country to another, from one continent to another.
Indeed, the behavior towards the gift of a Frenchman is hardly comparable to that of an Anglo-Saxon. For example, where an American will show his fervent support for the causes which are dear to him and will not hesitate to claim the amounts of donations he makes to associations. A French person will be much more modest on these questions of money and will be sensitive to notions of tax exemption.
Despite a globalization of certain behaviors, it is too early to generalize complete supporters’ journeys. But the strength of our network is also to be able to draw inspiration and draw from best practices … and adapt them country by country.
How is your daily life, do you have a typical day? What communication are you currently working on?
There is not really a daily newspaper, but rather great campaign times to which our “on going” actions are superimposed: CRM, media purchasing, digital intelligence & data (to try not to be too late despite our budgets; )), internal projects related to conservation programs and of course the administrative and financial ones. 🙂
We are currently working on CITES and will try – beyond informing and raising awareness among our supporters – to mobilize them around this subject by bringing in our field experts.
Can you tell us about a concrete digital action and its benefits for the association?
Take the example of a small campaign made in July and recurrent for a few years concerning our Tiger program called “Tx2”
Background: WWF is behind Tx2, the global goal of doubling the number of wild tigers by 2022.
In 2010, when the number of tigers was estimated to be less than 3,200, the 13 so-called tiger countries committed to achieving this goal. Halfway through, 2016 was an opportunity to take stock.
For this, we raise awareness through our CRM and social networks; Mobilize via petitions + a photo contest with the hashtag # thumbsup4tigers via social networks (proposal to join the movement and leave your mark to save the tigers); and create a dedicated donation form to directly support the Tiger program.
How many such actions do you do per year?
We mainly focus on 10 major communication times each year, including 2 major “collection” times.
What is your social media strategy? Do they play an important role?
Social networks are currently linked to the communication service because they are used as a real awareness-raising tool with very beautiful communities (Facebook = + 430K / Twitter = + 375 K / Instagram = + 23K).
We have an internal community manager who is in charge of our entire RS strategy.
The objective is now to go beyond information and to use it in the journey to support not only awareness, but also mobilization and transformation to support our actions.
And the other digital levers (SEO, affiliation, display, retargeting…) how do you use them?
If we had to sum it up fairly basic, most of our traffic comes from natural referencing and from graceful sources / supports (display given by advertising agencies & partners, google grants program, etc.). The objective is to use our media budget on ROIstes levers.
Thus, we mainly use:
- A little adex at times of great campaign times;
- Retargetting in common thread throughout the year to keep our supporter in the WWF sphere (mobilization around petitions, purchase of WWF eco responsible products on our eshop, proposal to support our conservation programs on our donation forms dedicated, etc.);
- SEO via google grants (graceful google program allowing certain NGOs to benefit from $ 40K / month) and Adwords in addition during major branding and collection campaigns.
+ lots of little tests on Google products & social networks (RLSA, look a like, etc.)
You also have a good presence on mobile, in particular via the WWF Together application, how does it fit into your digital strategy?
It’s nice, but there is a lot to do on mobile 🙂
It will certainly be one of the building sites of 2017, like virtual reality …
What is your communication budget to ensure all these online presences? Do you manage the whole internally or do you use one or more communication agencies?
We manage the budget for half internally and half via media agencies / com and / or fundraising. So, we try to internalize as much as possible and use agencies during major campaigns to support us.
But as previously explained, we also use a lot of the tools of the international network and free systems.
For this, there are 3 of us in digital marketing and 2 in digital communications.
Finally, what are the next actions planned for the digital component?
A CITES-related campaign, awareness-raising to change behavior linked to the consumption of fishery resources (#FishForward) or a major campaign on future wildlife crime.
A word for the end?
Classic, but a thank you ! Because if WWF programs exist, it is thanks to the mobilization of all of our supporters: Individuals, companies, associations … it is thanks to them that the lines move. In short, thank you to our supporters and donors – together it’s possible J (this is the new WWF signature, and that’s good).
WWF on the Internet
You can find more information on WWF on their website as well as on their social networks. You can also donate to the organization so that she can continue to develop her actions via this page.
Site: www.wwf.fr Facebook: www.facebook.com/WWFEngland/ Twitter: twitter.com/wwffrance