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How Many Rungs: Social Change and the Expanding Engagement Ladder #13NTCRungs
Lawrence Grodeska, Change.org, @LSGrodeska Lesley Mansford, Razoo, @Razoo Dana Nelson, GiveMN, @GiveMN Jeffrey Patrick, Merkle, @MerkleCRM Robert Rosenthal, VolunteerMatch, @volmatchRobert
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How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Where are you taking your audience?
Photo: Italianjob17/Flickr
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How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How many ladders?
How many rungs?
Photo: Scootie/Flickr
Which climbers?
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The Atari 2600 ladder
Source: Beth Kanter
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
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The “And… Action!” ladder
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Source: Priscilla Brisbane/Beth Kanter
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Program-specific ladders
Source: Beth Kanter
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
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Egyptian ladders
Source: Groundwire
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Ladders of love
Source: Aliza Sherman
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
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Lasso ladders
Source: LightBox Collaborative
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
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The Anti-ladder
Source: SSIR
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A starting point.
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How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Photo: MagnusVK/Flickr
A way to track progress.
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Clearly designated steps.
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Photo: Tim_Ellis/Flickr
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A well-defined goal.
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Photo: myklroventine/Flickr
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Email attrition is real
Source: 2013 eNonprofit Benchmarks Study
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
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Donor attrition is really real
Source: 2011 Fundraising Effec?veness Project
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Many supporter entry points
• Website Signup Form
• Social Media • Online Petitions • Banner Ads • Paid Acquisition • List Chaperones
• Whitepapers • Mobile List • Mobile &
Facebook Apps • Face-to-Face • Offline
Fundraising
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*
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Lots of flux Change.org visitors in 2012: • 40% of Twitter visits were return users • 35% of Facebook visits were return users • 38% of other social media visits were return
users
New Change.org users in 2012: • 33% signed more than 2 petitions • 13% signed more than 5 petitions
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What’s Next
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
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Final thoughts
• Embrace social media & slacktivism • Use technology to make participation easy • Track engagement & be responsive • Build relationships, even at “lower” levels • Celebrate success!
• Use shallower engagement to build momentum • Always. Acquire.
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Online Fundraising 1.0• electronic equivalent of checks in
envelopesenvelopes• no engagement, just a receipt
O li F d i i 2 0Online Fundraising 2.0• social sharing• limited engagement, encourages
“slacktivism”• a “Like” is not engagement
Online Fundraising 3.0• discovery• impact
© Razoo Global Corporation 2013. All rights reserved. 1
p• meaning• personal relevance
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Wh t I H t GiWhat I Have to Give
• Time• Money
• Understand age and life-stagey
• Influence Free time
Disposablepincome
© Razoo Global Corporation 2013. All rights reserved. 2Age
20 7030 40 50 60
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Wh t I H t GiWhat I Have to GiveY Id li tYoung Idealists• Free time• Volunteers• Evangelists• Advocacy
Free time
Advocacy• Technically savvy• Social natives
Disposablepincome
© Razoo Global Corporation 2013. All rights reserved. 3Age
20 7030 40 50 60
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Wh t I H t GiWhat I Have to GiveY Id li t B s ith KidsYoung Idealists• Free time• Volunteers• Evangelists
Busy with Kids• Time poor• Focused giving –
school, PTA
Free time
• Technically savvy
• Social natives
• Comfortable online but need easy and quick
• Focused on investing
Disposable
gin the future
pincome
© Razoo Global Corporation 2013. All rights reserved. 4Age
20 7030 40 50 60
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Wh t I H t GiWhat I Have to GiveY Id li t B s ith Kids Willing to HelpYoung Idealists• Free time• Volunteers• Evangelists
Busy with Kids• Time poor• Focused giving –
school, PTA
Willing to Help• Growing time and
disposable income• Increasingly comfortable
li b t t l
Free time
• Technically savvy
• Social natives
• Comfortable online but need easy and quick
• Focused on investing
online but not early adopters
• Repeat donors
Disposable
gin the future
pincome
© Razoo Global Corporation 2013. All rights reserved. 5Age
20 7030 40 50 60
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Ph f E tPhases of EngagementDonating(money)
Ignorance Awareness Action SharingIgnorance Awareness Action (influence)
Fundraising(time)
© Razoo Global Corporation 2013. All rights reserved. 6
( )
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Ph f E tPhases of EngagementDonating(money)
Action Sharing IMPACTAction (influence) IMPACT
Fundraising(time)
© Razoo Global Corporation 2013. All rights reserved. 7
( )
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Vi li i P bl & I tVisualizing Problems & Impact
Visualizing large numbers and big problems is hard.
Leading to…– Helplessnessp
• “nothing I can do will make a difference”• “the problem is too big”
– Inaction– Apathy
© Razoo Global Corporation 2013. All rights reserved. 8
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22,900,00022,900,000PEOPLE LIVING WITH HIV/AIDS IN SUB SAHARANHIV/AIDS IN SUB-SAHARAN AFRICA
© Razoo Global Corporation 2013. All rights reserved. 9
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22,900,00022,900,000PEOPLE LIVING WITH HIV/AIDS IN SUB SAHARANHIV/AIDS IN SUB-SAHARAN AFRICA
22,785,00022,785,000POPULATION OF AUSTRALIA
© Razoo Global Corporation 2013. All rights reserved. 10
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© Razoo Global Corporation 2013. All rights reserved. 11
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Give to the Max Day 2012 MINNESOTA
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Ladder of Engagement
ü Promote mobile & scheduled dona3ons
ü Promote their page via social media
ü Promote their page via email
ü Put the “donate now” bu:on or “donate anywhere” widget on their website, email signature, blog
ü Customize a thank you message
ü Add photos and videos
ü Update their summary page
ü Claim admin access
ü Verify their nonprofit
Via hosted trainings with community partners
Via live webinars and archived training on our blog
Via webinars/social media enewsletter/blog
NONPROFITS
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Engagement Calendar
Receipt Thank You
Newsletter Web Update eNewsletter
MAIL PHONE EMAIL WEB EVENTS
Acquisition Acquisition
Volunteer
Volunteer
Newsletter Web Update eNewsletter
Big News
Thank You Newsletter
Web Update eNewsletter Big Event
Upgrade Upgrade Upgrade Upgrade Receipt
Thank You
Renewal Renewal Renewal Renewal Receipt
Renewal
Upgrade
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1. THANK, thank, THANK your donors 2. Be creative about how you thank your
donors – have fun and be memorable 3. When thanking, it’s much more
important to listen than to tell. 4. Donors care much more about their
name being spelled right and thank yous being timely than anything you have to say or how you say it.
5. Send a welcome packet after first gift: • ‘Welcome to the family’ letter from
president or board chair • Copy of most recent newsletter • List of ways to get involved • Transparency one-pager: about us,
board list, contact info, where to find 990s and audits, how gifts are used
Ongoing Engagement After the Giving Day
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RUNGS OF ENGAGEMENT | ANALYTICS Case Study: Large Membership Organiza3on
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Nonprofit Membership Organiza3on
Challenge: 1. Membership Renewal
Determine how to allocate membership renewal budget to maximize conversions using member demographic and engagement characteris?cs.
2. Budget Alloca3on Determine where to allocate future budget across all possible
engagement opportuni?es to maximize membership registra?ons and renewals.
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Organiza3on Profile
• Mission • Scien3fic associa3on with 137,000 members
• Services • Scien3fic publica3ons (free & paid) • Magazine (subscrip3on) • Mee3ngs (Na3onal, regional & special events) • Career Resources (job hun3ng & resume service) • Con3nuing educa3on & professional development • Social network • Insurance (life, health, property/casualty, pet) • Personal (travel, shipping, credit card, etc.)
• Membership Fees • $150 Regular, non-‐scien3st • $ 75, $35, $25 Student (Graduate, undergraduate)
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Analy3cs | Regression Analysis
Predictors of Membership Renewal
Event A:endance
Demographics
Financial History
Goal: Use available data about members and prospects to op3mize who we target for membership offers or renewals.
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Variable Direction Coefficient Importance
Intercept -1.4294
# Prior Memberships + 0.2214 52.0%
Age + 0.0202 15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced degree 3
+ 0.5666 8.4%
Industry = Gov’t, Independent & Manufacturer + 0.4307 6.6%
Months Since Last Regional or National Meeting + 0.0340 4.4%
# Prior Insurance Payments + 0.1314 3.3%
1st Membership Pymt Type = Check + 0.3698 2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173 1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388 1.2%
Highest Degree = Doctorate + 0.1612 1.2%
Title: Professor/Instructor/Administrator + 0.1928 .8%
**Previously Attended Special Event + 0.5393 .8%
**Previously made Donation + 0.2695 .6%
**Previously made OSS purchase + 0.5803 .4%
**Previously Job Seeker - -0.1849 .4%
**Previously CMT Participant + 0.4996 .2%
Nonprofit Associa3on | Analy3cs
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Variable Direction Coefficient Importance
Intercept -1.4294
# Prior Memberships + 0.2214 52.0%
Age + 0.0202 15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced degree 3
+ 0.5666 8.4%
Industry = Gov’t, Independent & Manufacturer + 0.4307 6.6%
Months Since Last Regional or National Meeting + 0.0340 4.4%
# Prior Insurance Payments + 0.1314 3.3%
1st Membership Pymt Type = Check + 0.3698 2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173 1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388 1.2%
Highest Degree = Doctorate + 0.1612 1.2%
Title: Professor/Instructor/Administrator + 0.1928 .8%
**Previously Attended Special Event + 0.5393 .8%
**Previously made Donation + 0.2695 .6%
**Previously made OSS purchase + 0.5803 .4%
**Previously Job Seeker - -0.1849 .4%
**Previously CMT Participant + 0.4996 .2%
Nonprofit Associa3on | Analy3cs
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Variable Direction Coefficient Importance
Intercept -1.4294
# Prior Memberships + 0.2214 52.0%
Age + 0.0202 15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced degree 3
+ 0.5666 8.4%
Industry = Gov’t, Independent & Manufacturer + 0.4307 6.6%
Months Since Last Regional or National Meeting + 0.0340 4.4%
# Prior Insurance Payments + 0.1314 3.3%
1st Membership Pymt Type = Check + 0.3698 2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173 1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388 1.2%
Highest Degree = Doctorate + 0.1612 1.2%
Title: Professor/Instructor/Administrator + 0.1928 .8%
**Previously Attended Special Event + 0.5393 .8%
**Previously made Donation + 0.2695 .6%
**Previously made OSS purchase + 0.5803 .4%
**Previously Job Seeker - -0.1849 .4%
**Previously CMT Participant + 0.4996 .2%
Nonprofit Associa3on | Analy3cs
![Page 55: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/55.jpg)
Variable Direction Coefficient Importance
Intercept -1.4294
# Prior Memberships + 0.2214 52.0%
Age + 0.0202 15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced degree 3
+ 0.5666 8.4%
Industry = Gov’t, Independent & Manufacturer + 0.4307 6.6%
Months Since Last Regional or National Meeting + 0.0340 4.4%
# Prior Insurance Payments + 0.1314 3.3%
1st Membership Pymt Type = Check + 0.3698 2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173 1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388 1.2%
Highest Degree = Doctorate + 0.1612 1.2%
Title: Professor/Instructor/Administrator + 0.1928 .8%
**Previously Attended Special Event + 0.5393 .8%
**Previously made Donation + 0.2695 .6%
**Previously made OSS purchase + 0.5803 .4%
**Previously Job Seeker - -0.1849 .4%
**Previously CMT Participant + 0.4996 .2%
Nonprofit Associa3on | Analy3cs
![Page 56: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/56.jpg)
Variable Direction Coefficient Importance
Intercept -1.4294
# Prior Memberships + 0.2214 52.0%
Age + 0.0202 15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced degree 3
+ 0.5666 8.4%
Industry = Gov’t, Independent & Manufacturer + 0.4307 6.6%
Months Since Last Regional or National Meeting + 0.0340 4.4%
# Prior Insurance Payments + 0.1314 3.3%
1st Membership Pymt Type = Check + 0.3698 2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173 1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388 1.2%
Highest Degree = Doctorate + 0.1612 1.2%
Title: Professor/Instructor/Administrator + 0.1928 .8%
**Previously Attended Special Event + 0.5393 .8%
**Previously made Donation + 0.2695 .6%
**Previously made OSS purchase + 0.5803 .4%
**Previously Job Seeker - -0.1849 .4%
**Previously CMT Participant + 0.4996 .2%
Nonprofit Associa3on | Analy3cs
![Page 57: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/57.jpg)
Variable Direction Coefficient Importance
Intercept -1.4294
# Prior Memberships + 0.2214 52.0%
Age + 0.0202 15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced degree 3
+ 0.5666 8.4%
Industry = Gov’t, Independent & Manufacturer + 0.4307 6.6%
Months Since Last Regional or National Meeting + 0.0340 4.4%
# Prior Insurance Payments + 0.1314 3.3%
1st Membership Pymt Type = Check + 0.3698 2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173 1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388 1.2%
Highest Degree = Doctorate + 0.1612 1.2%
Title: Professor/Instructor/Administrator + 0.1928 .8%
**Previously Attended Special Event + 0.5393 .8%
**Previously made Donation + 0.2695 .6%
**Previously made OSS purchase + 0.5803 .4%
**Previously Job Seeker - -0.1849 .4%
**Previously CMT Participant + 0.4996 .2%
Nonprofit Associa3on | Analy3cs
![Page 58: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/58.jpg)
Model 2: The Impact of the Outside Data Variables
• Though the overall importance of the outside data variables is low for the overall model/file, the impact on any given member’s likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the 137,000 members), their impact on the overall renewal rate is not significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
![Page 59: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/59.jpg)
Model 2: The Impact of the Outside Data Variables
• Though the overall importance of the outside data variables is low for the overall model/file, the impact on any given member’s likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the 137,000 members), their impact on the overall renewal rate is not significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
![Page 60: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/60.jpg)
Model 2: The Impact of the Outside Data Variables
• Though the overall importance of the outside data variables is low for the overall model/file, the impact on any given member’s likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the 137,000 members), their impact on the overall renewal rate is not significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
![Page 61: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/61.jpg)
Model 2: The Impact of the Outside Data Variables
• Though the overall importance of the outside data variables is low for the overall model/file, the impact on any given member’s likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the 137,000 members), their impact on the overall renewal rate is not significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
![Page 62: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/62.jpg)
Model 2: The Impact of the Outside Data Variables
• Though the overall importance of the outside data variables is low for the overall model/file, the impact on any given member’s likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the 137,000 members), their impact on the overall renewal rate is not significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
![Page 63: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/63.jpg)
Conclusion | Membership Renewal
• Membership Renewal Spend • Focus on members’ with prior memberships, older age as key
variables • Consider lesser impact of degree, industry, elapsed 3me since last
na3onal, regional mee3ng a:ended, etc.
• Future Engagement Ac3vi3es • Drive a:endance at special events • Market add-‐on gids • Highlight resources in online store • Downgrade promo3ons to job seekers • S3mulate par3cipa3on on governing commi:ees • Promote magazine subscrip3ons
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
![Page 64: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/64.jpg)
Other Examples
• Tradi3onal Recency, Frequency, Monetary predictors • Engagement Ac3vi3es Impac3ng Giving or Membership
• Advocacy ac3ons • Site Visits • Merchandise purchases • Local affiliate & na3onal par3cipa3on
• Demographics • Ethnicity • Primary language spoken at home • Accultura3on • Pet ownership • Number of children
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
![Page 65: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/65.jpg)
Ac3ng on Predictors
• Targe3ng Target specific segments
• Crea3ve Use personalized content & crea3ve
• Offer Customize case for giving
• Maximizes revenue Right offer to each audience maximizes conversion
• Minimizes costs & waste
Eliminate targe3ng wrong audience
• Enhances customer experience Cons3tuents more sa3sfied when receiving package “just right for me”
Process Benefits
Use predictors to target custom segments with custom offer & crea?ve
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
![Page 66: How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC](https://reader034.vdocument.in/reader034/viewer/2022051612/54bbb64c4a7959cc6d8b4600/html5/thumbnails/66.jpg)
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