Engagement Strategies: Multiplying Your Volunteers and Donors

-Baird Straughan, LeadGreen-Valerie Olinik-Damstra, Bad River

Watershed Association(with thanks to Sara Arkle, Idaho

Conservation League)

Goa

ls fo

r thi

s se

ssio

n: • Recognize the engagement strategies you already use to recruit volunteers, leaders and other supporters.

• Consider some examples of structured, measured engagement strategies.

• Design your own engagement strategies to discuss back in your organization.

A pop-up …

More ways to engage …

The thank you email …

And every so often …

So I googled “Lead nurturing” …

Switch this one out.

Web visitor

Attend training, meeting

Attend event or express concern

E-newsEvent

Appeals

Targeted email,Phone

call

Personal follow-up

Web visitor

Attend training, meeting

Attend event or express concern

E-newsEvent

Appeals

Donation > $100

Thank you call, Event invites

Attends event

Major Donor

cultivation

So what’s so different about this?

• Systematic• Measured• Unified

Engagement Strategies applied …

ICL

Eng

agem

ent L

evel

s

Clicked through or provided contact info

Took e-action (FaceBook, Democracy in Action), frequent

retweeter, wrote LTE

Member or donor, or >5 actions

Spokesperson, super volunteer, donated

100 to 500

Board, major donor

Unique website visitor

Clicked through or provided contact info

Took e-action (FaceBook, Democracy in Action), frequent retweeter, wrote LTE

Member or donor, or >5 actions

Spokesperson, super volunteer, donated 100

to 500

Board, major donor

Unique website visitor

Send e-bits twice a month; ask for e-donations

Send action alerts, e-bits; ask for e-donations

Newsletter, action alerts, e-bits, member events

Personal visit, thank-you call, special event invite

????

????

Example 2: Engagement Strategies in a Campaign

Bad River Watershed Association

Spr

ing

2011

: Pro

pose

d Ta

coni

te M

ine

New Law Proposed to Exempt Mining from Environmental

Regulation

BRWA visits to State Legislators

BRWA Engagement Strategy

I’m confident in my grasp of the

issues.

Experienced stream monitors

Training workshop

BRWA Engagement Strategy, 2

Training workshop

Hot issue, aka the proposed mine

Public presentation on water quality issues

BRWA Website Petition

1,585 SIGNATURES

1,400 OF THEM NEW TO

THE DATABASE

Individuals in BRWA database

Before 9/2011 After 9/20110

500

1000

1500

2000

2500

3000

3500

LeadsContacts

Jurisdiction of petition signers

The Results

April training workshop

Presentation in Morse, near proposed mine

1585 signers,364 with addresses in watershed

60 participants, 24 of them had signed petition

12 new monitors, 3 had signed petition

Engagement of Petition Signers

Petitio

n

Loca

l resid

ents

Attend

pres

eenta

tion

Attend

WQ w

orksh

op0

200400600800

10001200140016001800

Column1OthersFrom Petition

Engagement of Petition Signers

Petitio

n

Loca

l resid

ents

Attend

pres

eenta

tion

Attend

WQ w

orksh

op0

50100150200250300350400

Column1OthersFrom Petition

12

6

7

Number of monitors

PreviousNew in last yearNew, due to Mine Issue

Design Your Own Engagement Strategy