0
Multi-ChannelCommunications<br />
Pursuant Matrix<br />2<br />
Current Communication Strategy<br />
Ideal Communication Strategy<br />
Cultivation<br />Acquisition<br />(donor)<br />Data<br />Capture<br />Retention<br />Recognition<br />(stewardship)<br />5...
Cultivation<br />Acquisition<br />(donor)<br />Data<br />Capture<br />Observation<br />Retention<br />Recognition<br />(st...
Case Study<br />Pursuant Client in higher education<br />Telemarketing channel consistently showed the highest ROI<br />Us...
Case Study<br />30% lift <br />from previous year telemarketing<br />
Case Study<br />Strategic One and Convio collaborated for the study<br />Analysis was done for the SPCA of Texas<br />Comp...
Case Study<br />Key Findings:<br />Long Term Donor Value - Dual-Channel donors and Offline Only w/eCRM<br />	donors demons...
So What…<br />Concentrate on integrating your current communications and fundraising channels<br />Use observation of acti...
Best Practices for Direct Response<br />Segment your data by:<br />Recency<br />Frequency<br />Monetary<br />
Best Practices for Direct Response<br />Return on<br /> Investment<br />Demonstrate ROI through specific dollar handles in...
Best Practices for Direct Response<br />Strong urgency increases response<br />Personal stories increase response<br />Mul...
Pursuant Matrix<br />15<br />
Social MediaOverview and Strategic Planning <br />
Developed by <br />Mikey Ames   I   Strategic Consultant    I    Pursuant Group<br />@mikeyames   I  techhermit.blogspot.c...
Social <br />Media is…<br />
not really<br />
You Can’t Leverage Social Media!<br />Until “Donor Loyalty” is defined as you being loyal to your donors – the Salvation A...
Social Media really is a large, emerging conversation that is…<br />
powered by…<br />
A Helpful Metaphor<br />Approach #1<br />annoying, impersonal,<br />forces permission<br />Approach #2<br />natural, human...
Differences in Tactics<br />BROADCAST<br />Front Office in Control<br />One Way / Delivering a Message<br />Repeating the ...
Thinking Things Through<br />Objectives<br />Audience<br />Constraints<br />Strategy<br />Tactics<br />
Social Media <br />Basic Strategic Engagement Plan<br />Audience, Objectives, <br />Constraints and Strategy<br />Ask Age?...
Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Google Reader<br />Google Reader-keyw...
Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Twitter<br />Reveal More in Bio<br />...
One sentence to explain purpose of twitter presence
One sentence to show authenticity of who is behind it</li></ul>For instance…<br /> “We are dedicated to the welfare of orp...
Like minded organizations /peers
Corporate relations/partners</li></ul>Don’t follow 200 more than who is following you until you reach about 1000 followers...
Actively seek to reply and retweet others
Include home page link in the bio</li></li></ul><li>Social Media <br />Basic Strategic Engagement Plan<br />General Tactic...
Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Facebook Profile and Pages<br />In fa...
Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />YouTube<br />Incorporate Branding<br ...
Links to your sites
Full profile of information</li></ul>Open Comments<br />Fear of negative comments shouldn’t limit you from positive connec...
Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Update Scheduler - Hootsuite<br />Top...
Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Blogs and Comments<br />Use comment m...
Social Media <br />Basic Strategic Engagement Plan<br />Schematic Workflow<br />Visualize <br />Your<br />Workflow<br />
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Communication Planning Session - Salvation Army TX

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Brief session prepared for the planning retreat of the Salvation Army, Texas Division. This session addressed best practices for integrated communication and a strategic planning session around social media.

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Transcript of "Communication Planning Session - Salvation Army TX"

  1. 1. Multi-ChannelCommunications<br />
  2. 2. Pursuant Matrix<br />2<br />
  3. 3. Current Communication Strategy<br />
  4. 4. Ideal Communication Strategy<br />
  5. 5. Cultivation<br />Acquisition<br />(donor)<br />Data<br />Capture<br />Retention<br />Recognition<br />(stewardship)<br />5<br />
  6. 6. Cultivation<br />Acquisition<br />(donor)<br />Data<br />Capture<br />Observation<br />Retention<br />Recognition<br />(stewardship)<br />6<br />
  7. 7. Case Study<br />Pursuant Client in higher education<br />Telemarketing channel consistently showed the highest ROI<br />Used PURL postcard to direct potential donors to a microsite with video message – no ask<br />Provided client with data about who had opened and viewed the main video<br />Client used data to prioritize who was called<br />
  8. 8. Case Study<br />30% lift <br />from previous year telemarketing<br />
  9. 9. Case Study<br />Strategic One and Convio collaborated for the study<br />Analysis was done for the SPCA of Texas<br />Compared donor value, average gift and retention rates across online and offline donation channels<br />
  10. 10. Case Study<br />Key Findings:<br />Long Term Donor Value - Dual-Channel donors and Offline Only w/eCRM<br /> donors demonstrated the first and second highest long-term donor value.<br />Active Donor Retention - Dual-Channel donors demonstrated the highest retention rate, followed by Offline Only w/eCRM<br />Lifetime Donor Value - Offline Only w/ eCRM donors gave more than twice as much (means of $694 vs. $314) as did those who did not receive electronic communication. The Dual-Channel donors had higher lifetime values still ($877). Dual-Channel donors gave as much through offline sources as offline only donors, indicating that the online channel does not cannibalize revenue from direct mail.<br />
  11. 11. So What…<br />Concentrate on integrating your current communications and fundraising channels<br />Use observation of activity or response in one channel to inform efforts in other channels<br />Consistent Message in all channels<br />
  12. 12. Best Practices for Direct Response<br />Segment your data by:<br />Recency<br />Frequency<br />Monetary<br />
  13. 13. Best Practices for Direct Response<br />Return on<br /> Investment<br />Demonstrate ROI through specific dollar handles in appeals and with <br />success stories in cultivation pieces<br />
  14. 14. Best Practices for Direct Response<br />Strong urgency increases response<br />Personal stories increase response<br />Multiplying the value of each gift increases response<br />Compelling photos/videos increase response<br />
  15. 15. Pursuant Matrix<br />15<br />
  16. 16. Social MediaOverview and Strategic Planning <br />
  17. 17. Developed by <br />Mikey Ames I Strategic Consultant I Pursuant Group<br />@mikeyames I techhermit.blogspot.com<br />@pursuant I www.pursuantgroup.com<br />
  18. 18. Social <br />Media is…<br />
  19. 19. not really<br />
  20. 20. You Can’t Leverage Social Media!<br />Until “Donor Loyalty” is defined as you being loyal to your donors – the Salvation Army will not use social media in it’s most impactful way.<br />
  21. 21. Social Media really is a large, emerging conversation that is…<br />
  22. 22. powered by…<br />
  23. 23. A Helpful Metaphor<br />Approach #1<br />annoying, impersonal,<br />forces permission<br />Approach #2<br />natural, human, <br />authentic, requests permission<br />http://images.dailyradar.com/media/uploads/ballhype/story_large/2009/03/12/nfl_logo.jpg<br />The world’s largest outdoor cocktail party<br />
  24. 24. Differences in Tactics<br />BROADCAST<br />Front Office in Control<br />One Way / Delivering a Message<br />Repeating the Message<br />Focused on the Brand<br />Educating<br />Front Office Creates Content<br />SOCIAL MEDIA<br />Fans in Control<br />Two way / Being Part of a Conversation<br />Adapting the Message<br />Focused on the Fans / Adding Value<br />Influencing, Involving<br />User Created Content / Co-creation<br />Source: Slide 10 from "What's Next In Media?" by Neil Perkin<br />
  25. 25. Thinking Things Through<br />Objectives<br />Audience<br />Constraints<br />Strategy<br />Tactics<br />
  26. 26. Social Media <br />Basic Strategic Engagement Plan<br />Audience, Objectives, <br />Constraints and Strategy<br />Ask Age? Gender? Geography? Socioeconomics?<br />Profile the online behavior of your constituents <br /> Forrester’s Consumer Profile Tool<br />Initial Strategic Planning <br />Considerations and Questions<br />Choose a single, measurable objective that is most important. If secondary objective must be met, it remains 2nd.<br />An overall strategy must be informed by your audience, objectives and constraints. <br />Strategies are different than tactics. <br />
  27. 27. Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Google Reader<br />Google Reader-keywords<br />*org name <br />*programs and events <br />*CEO or other notable staff names<br />*peer organization names<br />*URLs of site and blog <br />*industry terms related to mission<br />*Subscribe to key bloggers in your space <br />AVOID GENERAL TERMS. <br />Find New Blogs:<br />Technorati.com<br />Alltop.com<br />Icerocket.com<br />
  28. 28. Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Twitter<br />Reveal More in Bio<br /><ul><li>One sentence dedicated to overall mission
  29. 29. One sentence to explain purpose of twitter presence
  30. 30. One sentence to show authenticity of who is behind it</li></ul>For instance…<br /> “We are dedicated to the welfare of orphans. Using twitter to connect with others who care. You’ll meet a few of us here, but mainly it’s @mikeyames”<br />*Follow back all real people <br />*Block spammers and marketers <br />Find and follow<br /><ul><li>Individuals who tweet about mission
  31. 31. Like minded organizations /peers
  32. 32. Corporate relations/partners</li></ul>Don’t follow 200 more than who is following you until you reach about 1000 followers<br />Place personal Twitter handle in “Name Field”<br />Best Practices<br /><ul><li>Background photo should be as constituent centric as possible
  33. 33. Actively seek to reply and retweet others
  34. 34. Include home page link in the bio</li></li></ul><li>Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Gmail<br />Gmail account to administrate should be friendly moniker like “iheartmission@gmail“ <br />Load email contacts for future friend finding opportunities (gmail has 10k contact limit so be prepared to setup more than one account)<br />Annually, refresh these contact lists with a new export from your data.<br />Monthly, rotate these through your profiles to find new friends to follow<br />
  35. 35. Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Facebook Profile and Pages<br />In facebook, your personal profile is the way for you to make initial connections and it gives you the chance to invite friends to fan pages. Privacy is customizable, but be willing to be open with most.<br />(Being aware you are on public display is a good governor when absent a social media policy)<br />Tutorial to create a custom welcome page for your facebook fan page<br />
  36. 36. Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />YouTube<br />Incorporate Branding<br />Bio Should Include…<br /><ul><li>Fan-friendly welcome
  37. 37. Links to your sites
  38. 38. Full profile of information</li></ul>Open Comments<br />Fear of negative comments shouldn’t limit you from positive connections<br />“Subscribe to” and “Add as Friend” all peer organizations and individual who produce content around your mission.<br />
  39. 39. Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Update Scheduler - Hootsuite<br />Top Efficiency Tactic<br />Used to schedule updates to multiple locations<br />Feedback and Statistics<br />Measure effectiveness through easy reports<br />
  40. 40. Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Blogs and Comments<br />Use comment management <br />service like Disqus.com <br />Commenting on other blog posts *What did they say well? <br />*Answer Questions <br />*Relay what others say <br />*Ask “what if ?” <br />*Review history and project future<br />Top Priority Tactic<br />Comment early and often on other blog posts that mention your team. <br />
  41. 41. Social Media <br />Basic Strategic Engagement Plan<br />Schematic Workflow<br />Visualize <br />Your<br />Workflow<br />
  42. 42. Social Media <br />Basic Strategic Engagement Plan<br />Tactical Matrix<br />Make Tactical Decisions While Making Time Estimates<br />
  43. 43. Social Media <br />Basic Strategic Engagement Plan<br />Daily Tasks and Time<br />Turn Tactics and Time Into Daily Task Lists<br />
  44. 44. Social Media <br />Basic Strategic Engagement Plan<br />Task Order - Tool Tutorials<br />Do The Setup Tasks<br />gmail.com - may need more than one<br />- sign up with name equivalent of “iheartmission@gmail.com”<br /> - also get iheartmission2, iheartmission3<br /> - load contact list from csv file (limit to 10,000 contacts per email account)<br />hootsuite.com- signup with primary gmail account<br />- connect personal twitter, team twitter, facebook fan pages, facebook personal profile<br />- feed YouTube RSS to Hootsuite on RSS/Atom tab <br />http://gdata.youtube.com/feeds/api/users/username/uploads<br />-set keyword search columns<br />- video tutorial – Setting up a hootsuite account <br />-video tutorial – Hootsuitehas a $1.99 iphone app<br />Google.com/reader- signup with primary gmail account<br /> - import known blog RSS feeds and keyword alert feeds<br />- video tutorial – Using Google Reader<br />
  45. 45. Social Media <br />Basic Strategic Engagement Plan<br />Task Order - Tool Tutorials<br />Do The Setup Tasks<br />youtube.com- signup with primary gmail account<br />-setup organization’s YouTube channel with matching username<br />disqus.com- signup with primary gmail account<br /> -setup disqusprofile and replace blog comment system<br />Discover New Bloggers<br />alltop.com- become familiar<br />technorati.com- become familiar<br />icerocket.com- become familiar<br />User Names - bring usernames into alignment - http://namechk.com/<br />
  46. 46. Social Media <br />Basic Strategic Engagement Plan<br />Tactical Matrix<br />
  47. 47. Social Media <br />Basic Strategic Engagement Plan<br />Daily Tasks and Time<br />
  48. 48. Would you like someone to walk you through this exercise?<br />Contact Mikey Ames at michael.ames@pursuantagency.com<br />
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