Leveraging Web Technology
for Effective Engagement
Christopher Johnson
cjj@ifpeople.net
678 608 3408
www.ifpeople.net

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

Social Enterprise
Partnership­Based
Strategy­Centered

Our Clients:
Nonprofits | Green Businesses | Education
Social Enterprises | Small Businesses
Our Services:
Strategic Consulting | Online Marketing
Development: CMS (Plone) | CRM (SFDC)
Training | Support

We help our clients use tech
to nurture effective, long­term
relationships with stakeholders.

Because relationships are
at the heart of nonprofits.
External Internal
Relationships Relationships
Donors Employees
Advocates Volunteers
Subscribers Board
Replicators external relationships
Clients

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
take part
of activism
provide
info
give money Low rungs: easy ways
to engage
subscribe
to content
view

start
Effective engagement
something moves people up ladder
give time
take part
provide
info
give money
subscribe
to content
view

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 appropriately.

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
targeted emails

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.

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

2. Information must flow
two ways…
content you
produce
content you produce
email comments
stats comments
web analytics

Social Media
comment
blog entry

Analytics….
Database Dashboard
Web Analytics

3.
Staff shares information
with other staff members…
potential donors events
& meetings
project
client interactions progress

RSVP Follow Up & Tracking…
Membership staff
contact info
from event Development staff
attendees
Programming staff

4. Automates processes…
templated responses
subscriptions form submissions

1. Targeted Messaging
2. Two Way Info Flow
3. Staff Sharing Info
4. Automated Processes
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What tools can I use to
manage our communications
more effectively?

Finding the right tool
Increasing org complexity, size
bulletin CRM/CMS?
board?
spreadsheet?

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
– Extensive free help: and
documentation:

Collaborative Community

mifos.org PROJECT HIGHLIGHTS
Grameen Foundation Directory and map of
community
Open source software for
Interface supports community
microfinance

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 +

dotrust.org PROJECT HIGHLIGHTS
Int'l development NGO International network of site
users
Train entrepreneurs in
Carefully structured site security
technology and projects

communitychange.org KEY PRODUCT
Center for Community Plone CMS
Change DIA for Advocacy
Grassroots organizing Salesforce.com for

Plone Works for Nonprofits
Easy to Use!
Flexible and
scalable
Large (nonprofit)
community
backing
Integrates well with
other systems

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
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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

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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

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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
opportunity
donation details
04/23/09

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

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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/phasing

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

What You Do…
Product Owner
Project Manager
System Administrator

What You Can Outsource…
Strategy, Planning, RFP
Implementation
Support and Maintenance

Find
consultants
who can
balance and
juggle.
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Learn More
ifPeople Resources:
ifpeople.net
Plone Resources
plone.org – downloads, documentation
plone.net – case studies, consultants
Salesforce Donations
salesforcefoundation.org