A semi-automated, personalized communication environment An approach to stakeholder communication for non-profit organizations Dirk Reinhold

Preface Communication and personalization Information Causes and campaigns Mobilize Get supporter involved Communication Personalization Preference-based information Limitation of information

Information

Causes and campaigns

Mobilize

Get supporter involved

Preference-based information

Limitation of information

Agenda Strategic objectives The information model A supportive framework Segmentation Conclusion Outlook

Strategic objectives

The information model

A supportive framework

Segmentation

Conclusion

Outlook

Preface Strategic objectives Communication Preference-based delivery Decreased amount of information delivered Feedback loops Organization – Supporter Relationships Nearness between organization and its supporters Creating capabilities of involvement Customer Relationship Management Enhancing segmentations Success of mobilization and campaigning Better transfer of causes

Communication

Preference-based delivery

Decreased amount of information delivered

Feedback loops

Organization – Supporter Relationships

Nearness between organization and its supporters

Creating capabilities of involvement

Customer Relationship Management

Enhancing segmentations

Success of mobilization and campaigning

Better transfer of causes

The information model

A supportive framework Framework structure Content layer Semantic layer Presentation and application layer Project repository Logical component Personalization component Database component Content repository

A supportive framework Content layer Content layer Database component Content repository

A supportive framework Semantic layer Content layer Semantic layer Project repository Logical component Database component Content repository

A supportive framework Personalization (1) Content layer Semantic layer Presentation and application layer Project repository Logical component Personalization component Database component Content repository

Segmentation Segmentation on demand http://blogs.freshminds.co.uk/research/wp-content/uploads/2008/12/oranges.jpg

Segmentation Segment data gathering

Conclusion Approach to a framework that supports personalized information exchange Basis for extended segmentation on demand Impacts (external) Active involvement in causes Collaboration Topically, preference-based information Impacts (internal) Knowledge about supporters Project integration Applicable for internal and/or external purposes

Approach to a framework that supports personalized information exchange

Basis for extended segmentation on demand

Impacts (external)

Active involvement in causes

Collaboration

Topically, preference-based information

Impacts (internal)

Knowledge about supporters

Project integration

Applicable for internal and/or external purposes

Outlook Implementation Information structure Semantic editing Backend Presentation layer(s) Analysis of implicit information Linguistic analysis Natural Language Processing Motivational aspects to enhance personalization Transform the local implementation to a global implementation that supports the organization‘s structure

Implementation

Information structure

Semantic editing

Backend

Presentation layer(s)

Analysis of implicit information

Linguistic analysis

Natural Language Processing

Motivational aspects to enhance personalization

Transform the local implementation to a global implementation that supports the organization‘s structure

A semi-automated, personalized communication environment An approach to stakeholder communication for non-profit organizations Dirk Reinhold

Backup (1) Framework (complete)

Backup (2) Logical component

Backup (3) NPO and its stakeholders

Backup (4) Research design Design of a framework That allows personalized information exchange and Enriches stakeholder communication How to approach a framework that supports semi-automated , outbound single source multiple media information delivery based on personalized stakeholder portfolios ? What are the implications for the internal management of information based on this framework and in what way the re-engineering as integrated approach influences the existing organization-donor relationship and capabilities of the organization? What further research is necessary to establish a sustainable information model that allows automation of bi-directional stakeholder communication? Research aim Research questions

Design of a framework

That allows personalized information exchange and

Enriches stakeholder communication

How to approach a framework that supports semi-automated , outbound single source multiple media information delivery based on personalized stakeholder portfolios ?

What are the implications for the internal management of information based on this framework and in what way the re-engineering as integrated approach influences the existing organization-donor relationship and capabilities of the organization?

What further research is necessary to establish a sustainable information model that allows automation of bi-directional stakeholder communication?

Model modification Application of scopes

Model modification Application of facets