six strategies to increase member/donor engagement & retention using private social networks
DESCRIPTION
In this session, learn the importance of private social networks and the dramatic effect they can have on your organisation's engagement and retention rates. We explain why these trusted communities work so well and we'll demonstrate — using actual non-profit success story examples — six strategies for effectively implementing them on your own site. We also cover directories, shared libraries, wikis, groups and listservs, as well as engagement metrics to measure your progress.TRANSCRIPT
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Six strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
Lisette Sutherland
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LISETTE SUTHERLAND, Community Deployment Specialist
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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Your organisation brings together people who strive to make a difference
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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You have a vision for attracting and engaging more members and/or donors
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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There are many ways for meeting member and donor goals
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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Understand the unique ways that private social networks can help you
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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Decide whether to pursue social networks as an engagement and recruitment tool
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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Old way to work
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
New way to work
Is your organisation ready?
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
1) What does a private social network do?
2) Create a place where great things happen
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Private social networks involve and engage members with the organisation and each other
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
1) What does a private social network do?
A) Networking environment
2) Create a place where great things happen
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Network with colleagues around the world in a trusted, safe, and moderated environment
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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Matching your brand creates recognition and trust
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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Link to your membership database and automate
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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Member directory helps users find each other
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Customizable profiles add user-specific value
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Tags offer creative categorization possibilities
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Welcome Page feeds latest, most important info
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Map gives geographic context
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
1) What does a private social network do?
A) Networking environment
B) Resource hub
2) Create a place where great things happen
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Resource hubs consolidate knowledge in one place; your organisation becomes the go-to place
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Libraries give ability to share files from anywhere
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Blogs provide thought leadership to large audience
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Forums collect conversations & questions in one place
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
1) What does a private social network do?
A) Networking environment
B) Resource hub
C) Collaboration tool
2) Create a place where great things happen
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Collaboration tool: work with the best from anywhere
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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Groups allow people to organize & talk around topics of mutual interest
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Calendar helps people schedule & find events
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Wikis enable people to edit documents together
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
1) What does a private social network do?
A) Networking environment
B) Resource hub
C) Collaboration tool
2) Create a place where great things happen
A) Customize your focus
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Start by designing a customized strategy
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To build a useful community, understand your audience
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Successful engagement = WIN / WIN
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Define success for your organization
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
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Define success for your members
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Choose an area of focus
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Step by step workbooks are provided to guide new managers
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Build your community, collect data, and continuously refine your strategy to maximize engagement
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
As your members organize themselves...
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Data is collected automatically in the community
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Data is collected from external sources
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Collect your own quantitative data
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Collect qualitative data
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
INVOLVED
How many people are coming to the community?
How often are they coming to the community?
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
INVOLVED
ENGAGED
How are your members using the community?
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
INVOLVED
ENGAGED
How is the community contributing to your organisation’s mission?
ENCHANTED
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
1) What does a private social network do?
2) Create a place where great things happen
A) Customize your focus
B) Six strategies
A) Networking environment
B) Resource hub
C) Collaboration tool
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1) Appoint a community manager
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
“I use the analogy of the party host: you’ve got all these people in the room, but someone has to go around and make sure people feel comfortable.”
~ Donna Childress, National Council on Aging
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2) Identify champions – inside and outside the community
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3) Share resources generously
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
“You shape your reputation through your contributions and the public feedback they attract, not by promoting yourself. And leading with generosity is also the best way to build relationships.”
~ John Stepper, Deutsche Bank
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4) Make it easy and infuse fun
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
“Our aquatics group had a contest. Each board member wrote a blog once a month for 6 months. Each person who commented went into a drawing for a Starbucks card. It was really successful.”
~ John Glaeser, California Parks and Recreation Society
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5) Inspire dialogue
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6) Trust organic growth
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
“Instead of asking ‘How can I motivate people?’ we should be asking ‘How can I create the conditions within which people will motivate themselves?”
~ Edward Deci, Psychologist
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Overview of 6 strategies
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
1) Appoint a community manager
2) Identify champions – inside & outside the community
3) Share resources generously
4) Make it easy and infuse fun
5) Inspire dialogue
6) Trust organic growth
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In my former life, I managed unknown bands
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Extrapool, an experimental music venue, asked me to help organize their volunteers
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Together we setup a private social network, that they called “The Workflow”
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Extrapool created a community where great things happen... and so can you!
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Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks
1) What does a private social network do?
2) Create a place where great things happen
A) Customize your focus
B) Six strategies
A) Networking environment
B) Resource hub
C) Collaboration tool
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I’m here to help you! LisetteSutherland.com
Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks