Digital Marketing Acquisition, Conversion, and Retention Report

This report, submitted by a student from the University of Chester, analyzes the digital marketing strategies of the non-governmental organization (NGO) Life Trust, an organization based in India. The report focuses on customer acquisition, conversion, and retention tactics within the context of digital marketing. It begins with an introduction to digital marketing and its advantages, followed by a detailed customer analysis and profiling of Life Trust's donors, considering donor type, donation amount, frequency, and communication channels. The report then assesses Life Trust's online value proposition (OVP) and customer acquisition objectives, supported by the application of the McKinsey 7s model and the development of a SMART objective. A digital marketing plan is proposed, incorporating techniques like multiplexing and a digital marketing mix. Finally, the report evaluates Life Trust's digital marketing efforts and provides a list of references.

Running Head: DIGITAL MARKETING ACQUISITION, CONVERSION AND RETENTION
Digital Marketing Acquisition, Conversion and Retention
Name of Student:
Name of University: University of Chester
Author’s Note:

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DIGITAL MARKETING ACQUISITION, CONVERSION AND RETENTION
Table of Contents
Introduction:....................................................................................................................................2
Discussion:.......................................................................................................................................2
Customer Analysis and Customer Profiling................................................................................2
Donor Type:.............................................................................................................................3
Donation Amount:...................................................................................................................3
Donation Frequency:...............................................................................................................3
Area of Donation:....................................................................................................................3
Channel of Communication:....................................................................................................3
Online Value Proposition (OVP).................................................................................................4
Customer Acquisition Objectives................................................................................................5
Customer Acquisition Digital Marketing Plan............................................................................6
Evaluation........................................................................................................................................7
Reference List..................................................................................................................................8

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DIGITAL MARKETING ACQUISITION, CONVERSION AND RETENTION
Introduction:
Digital marketing is among the most sought after marketing strategies of the 20th century.
It allows small businesses to compete with a significantly smaller advertising budget. LiFE
Trust, the organization of focus in this report, is a non-governmental organisation based in India.
The NGO has been working for the service and education of poor children in Mumbai since
2001(LifeTrust, 2019). This report aims to study Life Trust’s digital marketing strategies in an
attempt to understand contextually the customer acquisition, conversion and retention tactics.
Discussion:
Customer Analysis and Customer Profiling
As a non-profit charitable organisation, Life Trust has a process of customer profiling
quite different from any general corporate organisation. Customer profiling is a marketing tool
used in business to understand customers and assist them to make correct business decisions
(Kiteley, 2019). NGOs like Life Trust can pose its dependence on any type of donations that are
made as the company is a form of charitable trusts that does not have any products, which can be
considered as tangible (LifeTrust, 2019). Thus, it can be difficult for Life Trust to gain the
attention of the customers and at the same time provide encouragement in terms of being socially
available for the community (LifeTrust, 2019). At the same time, Life trust needs to gain the
attention of the donors by formulating plans, which can be essential for considering any form of
social campaigns. However, marketing such campaigns can help in the increase in customers for
Life Trust (LifeTrust, 2019). Thus, an analysis of the customers of Life Trust can be made based
on its impact in the business.

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DIGITAL MARKETING ACQUISITION, CONVERSION AND RETENTION
Donor Type: The organization can formulate differences about the entity type based on the
donor so that required strategies can be made in terms of gaining revenue (LifeTrust, 2019). For
this, certain considerations that can be essential for attracting the people need to be understood so
that donors can be attracted to the organisation (LifeTrust, 2019).
Donation Amount: This can be considered as fluctuating mainly because it varies from the
financial condition of every individual. As stated by Isaraw (2019) the donations can be in the
form of generous contributions as well as minimum amount for gaining benefit. In the case of
Life Trust, the resources gained from the donors can be considered as high due to extensive
donations (LifeTrust, 2019).
Donation Frequency: For Life Trust, maintaining a proper record of the donations made can
help in identifying the frequency of the donations (LifeTrust, 2019). The yearly donations can be
effective in understanding the popularity of the company. As stated by Ashman, Solomon and
Wolny (2015) categorisation of the customers can be considered based on the donations made.
Area of Donation: Along with the amount of donations, Life Trust can segment between their
customers depending on the purpose for contributing (LifeTrust, 2019). The website allows
visitors to donate to different areas such as childcare centres, school development programs,
disabled children and general fund (LifeTrust, 2019).
Channel of Communication: In the words of Strategy (2019), any charitable organization must
maintain regular communication with their donors. For Life Trust adopting modern day
communication can be easy as well as quick if media such as Twitter, Instagram and Facebook
are adopted (LifeTrust, 2019). At the same time, customer segmentation can be done according
to the communication preference of each donor (Payne, Frown & Eggert, 2017).

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DIGITAL MARKETING ACQUISITION, CONVERSION AND RETENTION
Online Value Proposition (OVP)
According to Payne et al. (2017), the online value proposition of any organisation is the
value of the company’s digital or online presence. While discussing the OVP of a company, it is
important to communicate the digital content and experience it provides its customers on its
website or other online platforms. Life Trust, maintains an explicit website where it provides all
information a prospective donor needs to know about the history, objectives, projects, sphere of
work and welfare activities (Strategy, 2019). It tries to convince visitors to donate and provides
them a scope to “get involved” or volunteer in its various social works.
The OVP of an organisation directly influences its position in the market and defines
which markets the organisation fall into (Isaraw, 2019). Life Trust, through its social media posts
portrays a clear picture of the nature of their work, objectives and the level of development it is
upholding through its activities. In this case, an analysis of the 4 Cs associated with marketing
can be taken into consideration. For Life Trust, the customers are the main donors of the
company and thus based on the donations of the customers, the cost of the resources obtained by
Life Trust need to be addressed so that further improvement in the services provided can take
place (LifeTrust, 2019). At the same time, convenience of the customers in terms of visiting the
NGO need to be undertaken so that the donations made can be generous and help in the
development of Life Trust.
The communication associated between the customers and the organization need to be
vast, as it comprises of understanding the required objectives to be met (LifeTrust, 2019). The
communication need to be direct and two-way so that any form of misunderstanding can be
prevented in the organisation and among its employees (LifeTrust, 2019).

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DIGITAL MARKETING ACQUISITION, CONVERSION AND RETENTION
Customer Acquisition Objectives
Customer acquisition is vital for a non-profit organisation, since customers or donors are
mostly the only source of income. Life Trust is no exception as it tries to attract more customers
to support its projects and childcare centres. The application of 7s model of McKinsey’s can be
made to understand the customer acquisition that exists in Life Trust
Strategy Structure Systems Shared
values
Skills Staff Style
The strategy
undertaken by
Life Trust is to
ensure that the
NGO receive
maintain
effective
customer
relation for
proper donation
Life Trust
does not
possess any
structure that
may be
considered as
dominating
The systems
used are
mostly unique
and market
research is
undertaken to
understand the
potential
generous
donors
The values of
the company
are made with
the donors
and the
community
The skill
required is
for
improving
the NGO
without
having to
rely heavily
on monetary
benefits
Well trained
staff to
provide
effective
services to
the
community
Provide
services
without
having to rely
on profit
Table 1: McKinsey’s 7s model
(Source: Created by author)
Thus, based on this, a SMART objective can be developed for Life Trust to continue to
make progress.
Specific Receive effective customer service via online donations

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DIGITAL MARKETING ACQUISITION, CONVERSION AND RETENTION
Measurable Measured in terms of increase in the amount of donations received
Achievable Can be achieved by maintaining proper customer relationship
Reality It can be real mainly because it provides an opportunity for an increase in the
reputation of the NGO
Time frame It needs to be achieved within 4 months
Table 2: SMART objective
(Source: Created by author)
Customer Acquisition Digital Marketing Plan
Digital communication technique
The digital communication technique that is required to be adopted by Life Trust includes
the application of multiplexing. In particular, the application of the time multiplexing can be
considered for Life Trust as the transmission of single communication channel need to be taken
into account so that synchronisation of the communication between the customers and the NGOs
can be made. This can help Life Trust to maintain a proper database and communication between
each of the donors.
Digital marketing mix technique
Among the digital marketing mix techniques, the most appropriate marketing mix
technique includes the application of social media, optimisation of the website as well as
advertisement via television. These techniques can help in gaining the attention of the people and
at the same time; understand the prices that are required to be set for the donations so the

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DIGITAL MARKETING ACQUISITION, CONVERSION AND RETENTION
generosity of the customers can be maintained. These digital marketing mix techniques can be
effective in trying to gain a proper number of donors for the development of the NGO.
Evaluation
The specific objective that Life Trust seeks to achieve is the customer service via online
donation. Therefore, it is necessary that control initiatives be taken into consideration to
understand and monitor the control that exists. In this case, the control initiative that can be taken
by the company includes an understanding of the various protocols that can be related to online
marketing as well as development of NGO. Hence, online marketing receipt of donations can be
considered as one of the effective manner in which problems related to visiting the place for
donation can be overcome.

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DIGITAL MARKETING ACQUISITION, CONVERSION AND RETENTION
Reference List
Ashman, R., Solomon, M. R., & Wolny, J. (2015). An old model for a new age: Consumer
decision making in participatory digital culture. Journal of Customer Behaviour, 14(2),
127-146.
Isaraw. (2019). Digital Marketing Strategy for NGO | IsaRaw Digital Works. Retrieved 11
August 2019, from https://isaraw.github.io/ngodigitalcampaign
Kiteley, C. (2019). What is customer profiling – how customer analysis improves marketing.
[online] Serendipity2. Available at: https://serendipity2.com/what-is-customer-profiling/
[Accessed 11August 2019] Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T.
(2014). Challenges and solutions for marketing in a digital era. European management
journal, 32(1), 1-12.
LifeTrust. (2019). LiFE Trust. Retrieved 11 August 2019, from https://www.lifetrustindia.org/
Payne, A., Frown P., & Eggert, A. (2017). The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing
science, 45940, 467-489.
Raja-Yusof, R. J., Norman, A. A., Abdul-Rahman, S. S., & Mohd-Yusoff, Z. (2016). Cyber-
volunteering: Social media affordances in fulfilling NGO social missions. Computers in
Human Behavior, 57, 388-397.
Strategy, 5. (2019). 5 Customer Segmentation Examples- There i NO one size fits all strategy /
Segmentify. [online] Segmentify. Available at:

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https://www.segmentify.com/blog/custoomer-consumer-user-segementation-examples/
[Accessed 11August 2019]