Dec 1, 2019
ONE communicates with supporters using an ever-increasing number of channels and needed a better way to pass information between the systems to efficiently manage their supporters.
“Several years ago for ONE, digital meant email and social. Now our team is managing email, social, mobile, one-click calling to legislators and much more across multiple channels and countries. We’re doing this because our supporters have embraced new platforms and to accomplish our goals, we need to follow them.” — David Cole, ONE
ONE is a global movement campaigning to end extreme poverty and preventable disease by 2030, so that everyone, everywhere can lead a life of dignity and opportunity. ONE believes the fight against poverty isn’t about charity, but about justice and equality. Whether lobbying political leaders in world capitals or running cutting-edge grassroots campaigns, ONE pressures governments to do more to fight extreme poverty and preventable disease, particularly in Africa, and empowers citizens to hold their governments to account.
As a leader in nonprofit advocacy, ONE wants to ensure that technology doesn’t get in the way of communicating with supporters and sending them more personalized communications. Aggregating and reporting on data from multiple channels and systems can prove complicated and time-consuming and ONE realized that they needed a central place to manage and store the data. That’s where Frakture came in.
In order to meet their supporters where they are, ONE worked with Frakture to address key elements of their marketing operations from data hygiene to subscription status to automating audiences for advertising.
Frakture automated the routine and time-consuming elements which freed staff time for higher-value activities that require thought and planning. In addition, ONE can now create cross-channel reports because data from multiple sources is accessible in a single data warehouse. Here are specific areas where Frakture automated marketing operations for ONE:
ONE likes to make it easy for supporters and activists to sign up for their email list, but sometimes that means dirty and incomplete data slips through. Frakture worked with ONE to clean up their entire database by running specific data cleaning jobs such as: standardizing location information (country, state, postal code, etc.), correcting common misspellings of domains, deleting out curse words and more. ONE now has standardized location information on each of their records that enhances geo-targeting.
Co-Registration and Unsubscribes Using Multiple Marketing Platforms
In order to have a truly global reach, ONE uses several different advocacy platforms. ONE uses Frakture to pass subscribes and unsubscribes between systems like Action Kit and EveryAction to ensure users’ preferences are reflected accurately.
Customizing Emails Based on Social Media
ONE came to Frakture with a challenge of personalizing communications to their supporters. They wanted to send emails with social sharing requests based on what platforms their constituents are most active on. To accomplish this, Frakture now records what social links people are clicking on and pushes that information into ActionKit. Then, when ONE wants their supporters to take action, they can specifically email them with a link to share the action on the platform they are most active on. This is currently in place for Twitter and Facebook.
Automating Audiences for Social Advertising
A key to running efficient Facebook Ad campaigns is being able to regularly update custom audiences. But this is manual and time-consuming.
Frakture automated the process which allowed ONE to expand the number of custom audiences they were using from a handful to over 20 and across multiple Facebook pages.
Standardizing Data to make Reporting Easy
With Frakture, ONE now has a central location for data from all of their marketing channels which allows for cross-channel reporting. Frakture loads email messages, per person email stats, Facebook Ads, Display Ads and more. ONE uses Tableau on top of the Frakture Data Warehouse to produce internal reports.