1sky: scoring with salsa
DESCRIPTION
Presentation given 16 September 2010 by Garth Moore of 1Sky, on how his organization uses scoring to target high- and low-engagement supporters.TRANSCRIPT
September 16, 2010
Tuesday, October 16, 2007
Scoring with Salsa
Why We Score? Ladder of Engagement
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Really, a “Ramp of Engagement” or 80/20 rule
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What We Score
RegistrationPetitionsAdvocacy actionsEventsExternal eventsDonationsVolunteer or High action-takers
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How We Score
Supporter ScoringHigh Scoring 4>=Middle Scoring 3Low Scoring <=2
EventsOffline Actions +4Offline Actions <=2
CPCsTop Vols = 11+ Actions = 2New to File = 3 Subscribed = 4Unsubscribed = 5
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Future Scoring Opportunities
Donors High and Low ActionScale donors by number of actions for annual report/end-of-year giving messages.
CPC Volunteer recruitmentAsk high offline takers to make further commitments
Social Networking AskScale middle actions to participate social networks
Examples: Low vs High Action
Low Action12.5% open 3.8% click
Next action: Call
Examples: Low vs High Action
High Action 27.4% open 6.7% click
Next action: TAF
Climate Precinct Captains Recruitment
High Actionsticker
Low Actionsticker
Low Actionno sticker
High Actionno sticker
Climate Precinct Captains Conversions
High Action sticker: 36 new names .65% conv.
High Action no sticker: 30 new names .54%
conv.
Low Action sticker: 71 new names .13% conv
Low Action no sticker: 19 new names .03%
conv.
Examples: High vs Low Actions
High Actions9474 Signers53% open 39.3% click
Next action: Events
Examples: High vs Low Actions
Low Actions112505 Sent10.1% open 2.7% click
Next action: TAF and social networks
Examples: CPCs Vs. Offline Actions
CPCs Tiers 1-3791 sent21.9% open 3.5% click
Offline Actions 3458 sent24.4% open 3.5% click
Examples: CPCs Vs. Offline Actions
Recruit offline actions (to become CPCs)
Enhance CPC relationship with stories and online events
Scoring Ideas
-- Test Event Actions: 1+ multiple actions-- Award high actions with gift-- Acknowledge new high action takers-- Recruit Climate Precinct Captains-- Incentivize actions for low action groups-- Rank donors by # of actions and events-- Rank by scoring and interest -- What can you test?