cross-channel donor engagement
DESCRIPTION
These slides were presented by Amy Sample Ward at the DonorPro 2012 Conference by TowerCare in Pittsburgh, PA. For more information, visit: http://nten.org http://amysampleward.orgTRANSCRIPT
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Cross-Channel Donor Engagement
#DPro2012
Creating a Strategy to Build Relationships Online
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WHAT’S SO SPECIAL ABOUT COMMUNICATIONS TODAY?
• Real-Time• Public• Shareable• Multi-directional• Personal
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THIS IS A PARTY.
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How does it fit: Connections
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How does it fit: Content
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WHAT’S MULTICHANNEL THEN?
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WHERE DO YOU START?
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ACT I: WHO’S YOUR COMMUNITY?
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COMMUNITY
Flickr: efleming
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NETWORK
Flickr: thefangmonster
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CROWD
Flickr: SashaW
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COMMUNITY MAPPING
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STEP 1: GROUPS
Questions to ask:Do different programs or departments connect with different groups?Do services or products target different groups?How would you describe your community or audience to someone unfamiliar with your work, and if it is relevant to them?
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STEP 2: GOALS
Questions to ask:Why does the community continuing needing your services, programs or work?What is in it for others to participate?
-----What do you need help with or involvement from the community to do?How can your work improve with engagement?
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STEP 3: TOOLS
Questions to ask:Where does this group already talk or engage online?Which tools are most appropriate to the kind of message or content?What kind of engagement is required to match the goals?
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COMMUNITY MAPPING TEMPLATE
Get this template! http://bit.ly/DIYcommunity
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BONUS: DATA
What do you need?Are you pointing people to places where they can sign up directly with you?Which tools allow you to access the supporter data?What will you do to follow up and engage – remember, opt-in first!
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ACT II: WHAT TO TALK ABOUT?
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CONTENT PLANNING
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STEP 1: CONTENT
Examples:Program or service updates/changesStaff announcementsJobs Volunteer opportunitiesFundraisersEvents
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STEP 2: GOALS
Examples:Increase visibility of the organizationIncrease participationRaise fundsBuild leadershipFind sponsors or partnersRecruit volunteersBuild community
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STEP 3: OUTLETS
Examples:Newsletter or mailingEmail newsletterTwitterFacebookLinkedInWebsiteBlog
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CONTENT PLANNING TEMPLATE
Get this template! http://bit.ly/DIYtemplate
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These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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ACT III: USE THE DATA
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GOOGLE ANALYTICS
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SEGMENTSExamples:• Subject lines.• Layout, graphics, font sizes.• Donation page landing flows.• Number of donation form fields. • Fundraising copy in the main
message, headlines, and form fields including the submit button.
• Donation amounts.• Placement of donation asks in the
fundraising appeal.
• Deadlines.• Matching gifts.• Appeals from celebrities.• The text that makes up tweets,
Facebook updates, and text messages with calls to donate.
• Length and phrasing of tweets, Facebook updates, and text messages.
• Time of day and days of the week that donation appeals are sent.
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AUTOMATE & SCHEDULE
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FINALE: WHAT WORKS?
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TELL 1 STORY
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ADD PEER PRESSURE
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CREATE CONTINUITY
AudienceObjective
One Wayemail
search engineads
SocialListening
ConversationConnecting
HomebaseWeb Site
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• 100 Park Closures Imminent• 500 Facebook Fans• Mostly Direct Mail Supports
New Strategy:Reach younger supporters to prepare for a ballot initiative to protect California parks.
CREATE CONTINUITY
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Recruit 5,000 new Facebook
fans in one month
One Wayemail
direct mailads
SocialFacebookYouTube
HomebaseWeb Site
INTEGRATED STRATEGY
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Home BaseWeb site redesign
to emphasize:• Petition• Facebook• Donations
One Way“Urgent Grams”
to:• High Dollar
Donors• Other Members• Prospects
Social• Facebook
Welcome Page• Fan Videos on
YouTube
INTEGRATED STRATEGY
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LOOK & FEEL
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RESULTS
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• $950,000 Raised• $300,000 Online
• Tough to track specifically to social media
• 46% of that came from supporters new to CSPF• Email list size grew in tandem with Facebook
Fans, suggesting that they are highly related• Ballot initiative campaign is now live
RESULTS
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RESOURCESTemplates:Community Map Template: http://bit.ly/DIYcommunity Content Map Template: http://bit.ly/DIYtemplate Metrics Template: http://bit.ly/DIYmetrics
Books & Collections:Social Change Anytime Everywhere: Available in January 2013We Are Media: http://wearemedia.org Social by Social: http://socialbysocial.com #SOCIALMEDIA NONPROFIT tweet Book01: http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.phpManaging Technology to Meet Your Mission: http://www.amazon.com/Managing-Technology-Meet-Your-Mission/
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RESOURCES http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organization/http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-your-base/http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.htmlhttp://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-
systems-smms/ http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-
the-difference-and-the-opportunity/http://amysampleward.org/2011/03/07/slacktivism-turning-a-“like”-into-lasting-
change/http://amysampleward.org/2010/05/07/guest-post-on-online-community-report-
sustainable-community-building/ http://amysampleward.org/2009/08/06/online-community-building-gardening-vs-
landscaping/