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Leveraging Web Technology
for Effective Engagement
             Christopher Johnson
                 cjj@ifpeople.net
    ...
Contents
I. About ifPeople
II. Defining Effective Engagement 
III. The Ladder of Engagement
IV. Tools & Processes for Effe...
 Social Enterprise
 
 Partnership­Based
 
 Strategy­Centered
Our Clients:
Nonprofits  |  Green Businesses  | Education
Social Enterprises | Small Businesses 




Our Services:
Strateg...
We help our clients use tech
to nurture effective, long­term 
relationships with stakeholders.
Because relationships are 
 at the heart of nonprofits.

External              Internal 
Relationships         Relationshi...
As your network grows...




     …relationships become more 
     and more complex
For your relationships to mature, 
you must effectively engage 
your constituents. 
How do we define
“effective engagement”?
It’s communication that moves 
people to increased commitment
and involvement.
The Ladder of Engagement
Ranks levels of 
  start 
something
             constituent action
give time


             High rungs: involved forms
 t...
start 
               Effective engagement
something     moves people up ladder
give time




  take part

 provide 
   in...
comment on blog
              take part




subscribe to newsletter
        subscribe to content
replicate
 start something




donate
give money
A web visitor isn’t always a major donor 




For effective engagement, 
you must communicate with each 
group appropriate...
What tools & processes 
do I need for more 
successful engagement?
1. Targeted Messaging
2. Two Way Info Flow
3. Staff Sharing Info
4. Automated Processes  
1.   Targeted, direct communication 
     with constituents… 



edit content                      newsletter
 on website
...
Obama Campaign

             Requests to hold support 
               parties, participate in    Grass Roots
  start      ...
Ask to contact 
              politicians, write letters     Petition
take part    to editor, forward info to      Signer
...
2.   Information must flow 
     two ways…
              content you
               produce 
            content you produ...
Social Media




                    comment


blog entry
Analytics….
Database Dashboard 




                 Web Analytics
3.
         Staff shares information 
         with other staff members…




potential donors                   events
   ...
RSVP Follow Up & Tracking…




                     Membership staff
contact info
from event           Development staff
 ...
4.      Automates processes… 




                templated responses  




subscriptions              form submissions
1. Targeted Messaging
2. Two Way Info Flow
3. Staff Sharing Info
4. Automated Processes  
     Click to edit Master subtit...
What tools can I use to 
manage our communications
more effectively?
Finding the right tool
     Increasing org complexity, size




bulletin                               CRM/CMS?
board?
   ...
A specific tool set for
complex needs.
 Open Source CMS
 User­Friendly
 International Community
 Extensive functionality 
 Customizable 
Plone is User­Friendly
●Create, manage, edit, and publish web 
content with ease. 




    –   No html knowledge needed
  ...
Collaborative Community




                
mifos.org                             PROJECT HIGHLIGHTS

Grameen Foundation                      Directory and map of 
  ...
lta.org                             PROJECT HIGHLIGHTS

Land Trust Alliance         Taking branding strategy to web
      ...
dotrust.org                           PROJECT HIGHLIGHTS

Int'l development NGO             International network of site ...
communitychange.org            KEY PRODUCT

Center for Community               Plone CMS
 Change                      DIA ...
Plone Works for Nonprofits
Easy to Use!
Flexible and 
  scalable
Large (nonprofit) 
  community 
  backing
Integrates well...
 Relationship Management 
 1.5 Million Users
 Internet­Based
 Tracks Data & Metrics
 Free to Nonprofits
How they come together…




info collection
event RSVP          info goes
e­commerce
newsletter signup   directly to
How will these tools 
improve my
relationships?
Demo #1…



    Inquiries Become 
    Assets
Van Jones




Click to edit Master subtitle style
All requests come
 in through a form




 Built in Plone
 Easy to edit
 Dumps directly to 
 Salesforce
Request dashboard in Salesforce
Demo #2…



    Keeping Donors
    In the Loop
Click to edit Master subtitle style
Automate Online Giving

            Make the giving process easier

            Make tracking and reporting on 
          ...
 

 




    Click to edit Master subtitle style
Shopping cart and additional donations
Checkout = Valuable Information
user data




04/23/09
user data




04/23/09
user data




                   order

                   payment




04/23/09
user data




                                      order

                                      payment


               ...
Contact record with donation
Donation details include products
All web donations roll up to campaign report
user data




           newsletter
           email




04/23/09
Demo #4…



   Tracking Ladder of
   Engagement
Assign “leadership levels” to campaigns
Track activities of contacts
Calculate leadership level for contacts 
Click to edit Master subtitle style




    Real­time dashboards on engagement
6/14/09          Dashboards on 
How do I get
these tools?
A holistic approach
can be painful. 
Making engagement platform
projects successful…



          Stakeholders
          Define requirements
          Chunking...
Roles and skills you need…

Roles                   Skills
Executive team for      Project management
support & vision    ...
What You Do…

 Product Owner 

 Project Manager

 System Administrator
What You Can Outsource…
 Strategy, Planning, RFP

 Implementation

 Support and Maintenance
Find 
                               consultants
                               who can 
                               ba...
Learn More
ifPeople Resources:
ifpeople.net

Plone Resources
plone.org – downloads, documentation
plone.net – case studies...
Leveraging the Web for More Effective Engagement: Alliance for Nonprofit Management 2009 Conference Presentation
Leveraging the Web for More Effective Engagement: Alliance for Nonprofit Management 2009 Conference Presentation
Leveraging the Web for More Effective Engagement: Alliance for Nonprofit Management 2009 Conference Presentation
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Leveraging the Web for More Effective Engagement: Alliance for Nonprofit Management 2009 Conference Presentation

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As your network grows, it is more important to create appropriate, targeted communications to those in your community to enhance their engagement with your organization. This presentation introduces the Ladder of Engagement as a way to increase commitment and trust with your organization and also provides several demos that leverage Plone and salesforce.com to create targeted, appropriate communications.

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Transcript of "Leveraging the Web for More Effective Engagement: Alliance for Nonprofit Management 2009 Conference Presentation"

  1. 1. Leveraging Web Technology for Effective Engagement Christopher Johnson cjj@ifpeople.net 678 608 3408 www.ifpeople.net 
  2. 2. Contents I. About ifPeople II. Defining Effective Engagement  III. The Ladder of Engagement IV. Tools & Processes for Effective Engagement V. Moving Up the Ladder: Plone & Salesforce VI. Demos VII. Getting Plone & Salesforce  
  3. 3.  Social Enterprise    Partnership­Based    Strategy­Centered
  4. 4. Our Clients: Nonprofits  |  Green Businesses  | Education Social Enterprises | Small Businesses  Our Services: Strategic Consulting  |  Online Marketing Development: CMS (Plone)  |  CRM (SFDC)  Training  |  Support
  5. 5. We help our clients use tech to nurture effective, long­term  relationships with stakeholders.
  6. 6. Because relationships are  at the heart of nonprofits. External Internal  Relationships Relationships  Donors  Employees  Advocates  Volunteers  Subscribers  Board  Replicators external relationships  Clients
  7. 7. As your network grows... …relationships become more  and more complex
  8. 8. For your relationships to mature,  you must effectively engage  your constituents. 
  9. 9. How do we define “effective engagement”?
  10. 10. It’s communication that moves  people to increased commitment and involvement.
  11. 11. The Ladder of Engagement
  12. 12. Ranks levels of  start  something constituent action give time High rungs: involved forms take part of activism  provide  info give money Low rungs: easy ways  to engage subscribe  to content view
  13. 13. start  Effective engagement something moves people up ladder give time take part provide  info give money subscribe  to content view
  14. 14. comment on blog take part subscribe to newsletter subscribe to content
  15. 15. replicate start something donate give money
  16. 16. A web visitor isn’t always a major donor  For effective engagement,  you must communicate with each  group appropriately.
  17. 17. What tools & processes  do I need for more  successful engagement?
  18. 18. 1. Targeted Messaging 2. Two Way Info Flow 3. Staff Sharing Info 4. Automated Processes  
  19. 19. 1. Targeted, direct communication  with constituents…  edit content  newsletter on website targeted emails
  20. 20. Obama Campaign Requests to hold support  parties, participate in  Grass Roots start  rallies, drive others to  Organizers  something polls, etc. experience General messaging  Undecided about policies, hope for  Voters content change, etc.
  21. 21. Ask to contact  politicians, write letters  Petition take part to editor, forward info to  Signer networks   Info about  membership/ services,  Alert subscribe  to content invitations to attend  Subscriber events/ rallies
  22. 22. 2. Information must flow  two ways… content you produce  content you produce email  comments stats comments web analytics 
  23. 23. Social Media comment blog entry
  24. 24. Analytics…. Database Dashboard  Web Analytics
  25. 25. 3. Staff shares information  with other staff members… potential donors events & meetings  project client interactions  progress
  26. 26. RSVP Follow Up & Tracking… Membership staff contact info from event  Development staff attendees Programming staff
  27. 27. 4. Automates processes…  templated responses   subscriptions form submissions
  28. 28. 1. Targeted Messaging 2. Two Way Info Flow 3. Staff Sharing Info 4. Automated Processes   Click to edit Master subtitle style
  29. 29. What tools can I use to  manage our communications more effectively?
  30. 30. Finding the right tool Increasing org complexity, size bulletin CRM/CMS? board? spreadsheet?
  31. 31. A specific tool set for complex needs.
  32. 32.  Open Source CMS  User­Friendly  International Community  Extensive functionality   Customizable 
  33. 33. Plone is User­Friendly ●Create, manage, edit, and publish web  content with ease.  – No html knowledge needed – Extensive free help: and    documentation:   
  34. 34. Collaborative Community    
  35. 35. mifos.org PROJECT HIGHLIGHTS Grameen Foundation   Directory and map of  community Open source software for      Interface supports community microfinance
  36. 36. lta.org PROJECT HIGHLIGHTS Land Trust Alliance  Taking branding strategy to web Site lowered support costs Network and strengthen      land trusts in the US Wireframes + IA + 
  37. 37. dotrust.org PROJECT HIGHLIGHTS Int'l development NGO  International network of site  users Train entrepreneurs in    Carefully structured site security   technology and projects
  38. 38. communitychange.org KEY PRODUCT Center for Community  Plone CMS Change DIA for Advocacy     Grassroots organizing Salesforce.com for 
  39. 39. Plone Works for Nonprofits Easy to Use! Flexible and  scalable Large (nonprofit)  community  backing Integrates well with  other systems
  40. 40.  Relationship Management   1.5 Million Users  Internet­Based  Tracks Data & Metrics  Free to Nonprofits
  41. 41. How they come together… info collection event RSVP info goes e­commerce newsletter signup directly to
  42. 42. How will these tools  improve my relationships?
  43. 43. Demo #1… Inquiries Become  Assets
  44. 44. Van Jones Click to edit Master subtitle style
  45. 45. All requests come  in through a form Built in Plone Easy to edit Dumps directly to  Salesforce
  46. 46. Request dashboard in Salesforce
  47. 47. Demo #2… Keeping Donors In the Loop
  48. 48. Click to edit Master subtitle style
  49. 49. Automate Online Giving  Make the giving process easier  Make tracking and reporting on  giving easier  Reduce technical staff costs of  data management   Enable better followup with  donors
  50. 50.     Click to edit Master subtitle style
  51. 51. Shopping cart and additional donations
  52. 52. Checkout = Valuable Information
  53. 53. user data 04/23/09
  54. 54. user data 04/23/09
  55. 55. user data order payment 04/23/09
  56. 56. user data order payment contact opportunity donation details 04/23/09
  57. 57. Contact record with donation
  58. 58. Donation details include products
  59. 59. All web donations roll up to campaign report
  60. 60. user data newsletter email 04/23/09
  61. 61. Demo #4… Tracking Ladder of Engagement
  62. 62. Assign “leadership levels” to campaigns
  63. 63. Track activities of contacts
  64. 64. Calculate leadership level for contacts 
  65. 65. Click to edit Master subtitle style Real­time dashboards on engagement 6/14/09 Dashboards on 
  66. 66. How do I get these tools?
  67. 67. A holistic approach can be painful. 
  68. 68. Making engagement platform projects successful…  Stakeholders  Define requirements  Chunking/phasing  
  69. 69. Roles and skills you need… Roles  Skills Executive team for  Project management support & vision Ability to investigate &  Program staff (users) articulate requirements Communications Collaboration & negotiation Organizers  Operations & technical  Fundraising implementation IT  Ongoing training/ support  
  70. 70. What You Do…  Product Owner   Project Manager  System Administrator
  71. 71. What You Can Outsource…  Strategy, Planning, RFP  Implementation  Support and Maintenance
  72. 72. Find  consultants who can  balance and  juggle. Click to edit Master subtitle style
  73. 73. Learn More ifPeople Resources: ifpeople.net Plone Resources plone.org – downloads, documentation plone.net – case studies, consultants Salesforce Donations salesforcefoundation.org
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