reactivating supporters online engaging networks 2012 community conference 14 oct 2012 @fairsay...
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Reactivating Supporters OnlineEngaging Networks 2012 Community Conference
14 Oct 2012
@fairsay duane@fairsay.com
@fairsay duane@fairsay.com
Style
• Ask questions whenever you have them
• Raise real situations to help make ideas relevant
• Share your interests so they can be explored
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@fairsay duane@fairsay.com
Who am I?
• Geek since the 1980s• 2001-4 Oxfam GB’s first
eCampaigning manager• Launched FairSay in 2004• Delivered trainings for years• “The godfather of good
geekery” - Tom Allen at ActionAid
• “Foremost guru in e-campaigning” - Linda Butcher, Sheila McKechnie Foundation
Experience with• Oxfam• Greenpeace• Amnesty• WWF• NSPCC• Macmillan• IFAW• Save the Children• Action Aid• Which• Rethink• etc…
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The brief for the this session
Main aim•Share strategies for reactivating supporters online•Note: reactivation is just one part of retention
Cover•The problem•The reasons for the problem•Success stories•Your options for reactivation•Reactivation process best practice•5 Step re-activation plan•Getting help
@fairsay duane@fairsay.com 4
The shocking facts…
70-90% of email subscribers are only ever active once:
their first time
@fairsay duane@fairsay.com 6
The shocking facts…
only 5-10% ever do two actions online…
most of these within 5-10 minutes of their first
@fairsay duane@fairsay.com 7
The shocking facts…
on social media it is even worse:99.x% inactive from first
like/follow/subscribe
@fairsay duane@fairsay.com 9
What contributed to these results?
Internally•one-size-fits-all online recruitment and engagement•supporter hoarding: no spring cleaning•lack of time/skills/priority•ignorance of the problem / solution•ignorance of the best practices and best practice indicators•false assumptions: maybe they are active in other ways (donations, volunteering, etc)
•Externally: the trend people switching from (or going directly to) desktops to mobiles
@fairsay duane@fairsay.com 10
Success stories
Digital Native/movement models
Who: MoveOn/Avaaz/GetUp/38Degrees/Compact/Sum of Us/All Out/Lead Now/Care2/Change.org, etc.
Why: 1) Evidence-based optimisation2) Frequent, compelling actions3) Regular surveys of supporters interests4) Relevant to news and to individuals
@fairsay duane@fairsay.com 11
Success stories
Cross-channel model
Who: GP Spain/Argentina & others
How: A) Call new supporters within 24h of joiningorB) Contact non-responders though increasingly
time/cost intensive methods until it is no longer cost/time effective: e.g. email > sms > phone
@fairsay duane@fairsay.com 12
Success stories
Traditional models
Who: not sure (those with proactive supporter care)
How: 1) Engage new supporters via welcome route2) Apply best practices all of the time3) Split test website and every email4) Proactively engage lapsing supporters5) Have online re-activation plan6) Have supporter development strategy7) Ask supporters how they wish to be involved8) Cull inactive people regularly
@fairsay duane@fairsay.com 13
So what are your options?
• Pyramid scheme: Grow so fast so no-one notices most people are inactive (unsustainable)
• Focus: identify the profile(s) of the people you need to achieve an impact and engage them (not 'the public’)
• Proactive: use data analysis to identify at-risk supporters and engage them early
• Reactive: use data analysis to identify inactive supporters and attempt to re-engage (e.g. Tearfund)
• Prevent: implement a plan to engage, enrol and inspire new supporters from day 1 and keep them inspired
….and ideally all of these
@fairsay duane@fairsay.com 14
Today: focus just on re-activation
5 Step Plan for Reactivation1.Understand the problem (via data analysis, best practice review and quantifying the impact, who)
1.Develop pilot strategy and get SMT and others’ buy-in
1.Run pilot programme, evaluate findings and evolve it
2.Develop strategy and get SMT + others’ buy-in
3.Implement, monitor and evolve continuously
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Understand the problem
• Google Analytics and email statistics aren’t enough!
Need: • integrated analysis across email, advocacy, donations…• Quantitative AND qualitative best practices analysis• Forecasts and making them tangible (£/supporters)• Identify the people who are at each activity status
…but your existing platforms won’t provide this, you need to extract the data and analyse it externally.
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…& identify who’s in each segment
• New subscriber: j < 15d; p = 0• Warm subscriber: j > 15d, e < 3x; p = 0• Inactive subscriber: j > 15d, e 3x +, c = 0, p = 0• Sceptic subscriber: j > 15d, e 3x +, c > 0, p = 0• New participant: j < 15d; p > 0• Warm participant: j > 15d; e < 3x, p > 0• Lapsed participant: j > 15d; e > 3x, c = 0 or c > 120d; p > 0; p > 120d• Sceptic participant: j > 15d; e > 3x, c < 120d; p > 0; p > 120d• Occasional participant: j > 15d; e > 3x, p > 1; p > 60d and < 120d• Regular participant: j > 15d; e > 3x, p > 2; p < 60d
Legend: j=joined; e=emailed; c=clicked; p=participated; d=days ago; x = times
@fairsay duane@fairsay.com 17
Develop pilot strategy
Where are the biggest problems and how big are they?
Normally the two biggest lapsed groups are:1.Inactive subscribersjoin date > 15d, emailed 3x +, clicks & participations = 0
2.Lapsed participantjoin date > 15d; emailed > 3x, clicks / > 120d; participations > 0 & > 120d
@fairsay duane@fairsay.com 18
Develop pilot strategy
Example Communication Process3-step re-activation / removal process (differs per segment)
1.Acknowledge their inactivity, remind them of they difference they make and how to get back active
Those still inactive after (1)
2.Acknowledge their inactivity, ask them to complete a survey on how to get them back involved
Those still inactive after (2)
3.Acknowledge their inactivity and ask them to click a link in / reply to the email to remain on the list
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Develop pilot strategy
…and remember to:1.Set goals for how this should perform: what is worth the effort?
1.Get SMT to buy-into the pilot so they know it is happening and can support with any political pressure needed to make it effective
1.Get key stakeholder buy-in (including their goals for it) so they can help you implement it and analyse it (including contributing some budget if necessary)
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Run pilot re-activation programme
1. Try it on a sub-group first to see how it goes (with split-testing to improve it for the wider group)
2. Plan for several cycles of evolution so you know what you do is repeatable and is as good as possible
3. Re-run analysis to see what difference it made
4. Report back to SMT and stakeholder based on the goals you set (and their goals) and results achieved against them
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Develop strategy
• Use the final findings from the pilot scheme to develop the ‘permanent’ reactivation strategy
• …and get SMT and stakeholder buy-in (and budget if necessary)
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Implement, monitor, evolve
• Never stop learning and evolving
• Re-run analysis after reasonable periods to ensure it is still working
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Help is available!
Engaging Networks•can help develop profiles to identify people, import/export data and implement best practices in templates
FairSay•analyse your data•best practice reviews•quantify the impact•develop & run pilot programmes•etc.
@fairsay duane@fairsay.com 24
@fairsay duane@fairsay.com
Questions? Comments?
Learn more at• Join the eCampaigning Community: fairsay.com/ecflist• Attend eCampaigning Forum Europe (in Austria) Nov 7-9• FairSay Blog: http://fairsay.com/blog• Care2’s Frogloop Blog: http://frogloop.org
Contact me:Duane RaymondDuane@fairsay.comSkype/ Twitter: fairsayhttp://fairsay.com
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