Tracking and Scoring Engagement for More Effective Development

387 views
335 views

Published on

Strategic University Advancement Conference - Sydney 14-15 August 2013

- An introduction to scoring models and management of engagement with various stakeholders

- Doing more with less: Utilising data to identify opportunities to target your resources effectively

Paul Ramsbottom, Managing Director, ASI Asia-Pacific

Sources noted

Published in: Business, Technology, Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
387
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • I wanted to talk about a couple of other great examples of engagement measurements from our clients.First up Property Council. Their system automatically emails the appropriate membership manager if any new member has not had an engagement activity (typically coming to an event or buying a publication) within 2 months of joining. This just happens automatically because all of the data is in their iMIS system.Property Council have also put performance measurement and engagement measurement front and centre with all staff with their top 100 members dashboard. This used to be a private report sent to the management team each month as a manual report. Today it is a dashboard in IMIS with access available to all staff. Letting staff understand the spend and engagement of their top members helps every staff person do their job with regard to retention and acquisition of members.AZNCA – College of Anesthetists - have actually been doing engagement scoring for a couple of years. This past year they have expanded it by adding in lifestyle segments – like aspirant members, retiring members. They then correlate the lifestyle segment the member is in with their engagement scoring. They know already that young aspirant members are working on their computers/ipads late at night– so they started sending them emails late at night so the email would pop into their inbox while they were online. They saw an immediate bump in open and click rates.Lastly REINSW – Real Estate Institute – they developed a model of likelihood for a member to renew based on 2 keys activities – purchasing a product/publication and getting a phone call from the REINSW membership dept. So they actively check and manage for this engagement to ensure members have the best chance to renew.
  • I wanted to talk about a couple of other great examples of engagement measurements from our clients.First up Property Council. Their system automatically emails the appropriate membership manager if any new member has not had an engagement activity (typically coming to an event or buying a publication) within 2 months of joining. This just happens automatically because all of the data is in their iMIS system.Property Council have also put performance measurement and engagement measurement front and centre with all staff with their top 100 members dashboard. This used to be a private report sent to the management team each month as a manual report. Today it is a dashboard in IMIS with access available to all staff. Letting staff understand the spend and engagement of their top members helps every staff person do their job with regard to retention and acquisition of members.AZNCA – College of Anesthetists - have actually been doing engagement scoring for a couple of years. This past year they have expanded it by adding in lifestyle segments – like aspirant members, retiring members. They then correlate the lifestyle segment the member is in with their engagement scoring. They know already that young aspirant members are working on their computers/ipads late at night– so they started sending them emails late at night so the email would pop into their inbox while they were online. They saw an immediate bump in open and click rates.Lastly REINSW – Real Estate Institute – they developed a model of likelihood for a member to renew based on 2 keys activities – purchasing a product/publication and getting a phone call from the REINSW membership dept. So they actively check and manage for this engagement to ensure members have the best chance to renew.
  • Tracking and Scoring Engagement for More Effective Development

    1. 1. Tracking and Scoring Engagement for More Effective Development Paul Ramsbottom Managing Director ASI Asia-Pacific
    2. 2. • 25 years exclusively in non-profits • We help non-profits improve organisational performance • Develop iMIS Engagement Management System and DonMan fundraising software • Wonderful, privileged opportunity Who am I ?
    3. 3. @paulramsbottom #uniadvance
    4. 4. Agenda • History • Why Now? • Getting Started • More Advanced Topics • Data Challenges • Skill Sets • Q & A
    5. 5. Why Now? • 78% of donors give to more than one charity* • 47% give most of their annual donation to one* • Eduserv / YouGov research – January 2013 – Only 2% say charities engage with them properly – 17% would give $23/month more if they did… * Source – CD/NTEN Nonprofit Donor Engagement Benchmark Study 2012
    6. 6. Why Donor Engagement Matters As many as 3 of 4 new donors never make another gift Over the last decade, there has been a shift in key fundraising metrics Cost of donor acquisition is on the rise Lower ROI = reduced investment in finding new donors
    7. 7.  1,022 donors  Gave at least $25 in the last 12 months & accept emails from nonprofits  Asked about current donation & engagement activities, focusing on how they interact with their “Charity of Choice”  Asked about preferred online methods for engaging USA Donor Engagement Study
    8. 8. Key Finding: How many charities do they donate to in a year? 78% Give to more than one charity 1 22% 2 - 3 49% 4 - 6 17% 7+ 12%
    9. 9. Key Finding: How is that $ divided? Favorite 67% All others 33% 0% 0% Donations Donors gave 67% of their annual amount to their Charity of Choice
    10. 10. Key Finding: How are donors interacting with their Charity of Choice? 79% Receiving Paper Mail Receive email 53% Visit Website 52% Receive eNews 52% Receive Phone Call 41% Visit Facebook 30%
    11. 11. Key Finding: How else are they supporting their Charity of Choice? 38% Volunteer at least once throughout the year Participate in fundraising events 34%* Fundraise for Charity 27% Sign online petition 27% Contact elected officials 21% Share personal story with others 18%* They report doing this at least once a year
    12. 12. Key Finding: How are they being your champions? Donors also spread the word and encourage activity for their Charity of Choice Talk to friends and family 54%* Encourage friends and family to donate 40% Encourage friends and family to volunteer 30% Forward an email 27% Forward an e-Newsletter 23% Share, like, or comment on Facebook 22% * Doing these things at least a few times a year
    13. 13. Aristotle To give away money... is an easy matter and in any man's power. But to decide to whom to give it, and how large and when, and for what purpose and how, is neither in every man's power‐nor an easy matter ... Hence it is that such excellence herein is rare and praiseworthy and noble.
    14. 14. Agenda • History • Why Now? • Getting Started • More Advanced Topics • Data Challenges • Skill Sets • Q & A
    15. 15. Getting Started • Comparative not predictive – Identify groups • No standards – Do what is right for you – Consistency important • Leading work to date in member-based org‟s esp. professional associations
    16. 16. ANZCA • Engagement scoring in place • 4 groups of „engagement‟ • Email open rates varied by group • 10pm email send to the “aspirant group”
    17. 17. Society of Critical Care Medicine • Years Membership • Award Winner • Grant Recipient • Chapter Author • Conference Speaker • Section Leader • Committee Leader • Committee Member • Journal Author • Fellow of ACCM • Section Member • Chapter Participation • Abstract/Poster Author • Course Instructor • Purchases • Donations
    18. 18. Emory Alumni Association engagement measures • Event attendance or participation • Volunteer activities (mentors, admissions, chapters, etc.) • Active online community and social network participants • Service on committees, boards, advisory boards, and other leadership and service committees associated with the university • Participation by senior class in commencement alumni events (first touchpoint for graduates) • Visits and event contacts by any Emory representative • Phone and correspondence contacts by alumni officers • Center for Lifelong Learning educational program participants
    19. 19. Results • Emory Alumni – Alumni with 2–5 engagement touch points are likely to give at rates more than four times higher than an alumnus with no touch points – Alumni with 6–10 touch points will give at a rate more than 10 times higher • Valley University – engagement score has a positive correlation to a variety of giving behaviors, including donor status, recent donor status, annual giving behavior (RFM), and adjusted lifetime giving • University of Waterloo – Identifying „potential leaders‟ and moving them to become „leaders‟
    20. 20. @paulramsbottom #uniadvance
    21. 21. Agenda • History • Why Now? • Getting Started • More Advanced Topics • Data Challenges • Skill Sets • Q & A
    22. 22. An Engagement Hierarchy 1. Leaders Board members 2. Workers Committee chairs 3. Production workforce Committee members 4. Helpers Ad hoc volunteers 5. Participators Show up to receive value, but are rarely seen 6. Loyalists Perceive value, but are rarely seen 7. In for appearances Weak connection, like the boss told me to sign up 8. Dropouts Members, but waiting for the next renewal to vote Source: “10 Lessons for Cultivating Member Commitment” ASAE Foundation Research Series
    23. 23. Source: US National Park Service
    24. 24. Source: Jason Boley, Purdue University – CoolData blog Graph Theory
    25. 25. Source: Jason Boley, Purdue University – CoolData blog
    26. 26. which channels are best? Acquisition Online Retention Offline •1st donation much higher •Younger •Wealthier •Worse retention •Lower volume •Low first donation value •Older •Good retention •72% • 32% respond • improved retention • 53% higher cumulative giving value Source: DonorCentrics Multichannel White Paper
    27. 27. Online Engagement Metrics • Website visits • Visits to conversion pages • Social media views • Email open / click-thru rates • Unsubscribe rate • # of retweets / mentions • # of Facebook comments / shares • Social media influence • Online community usage (private social network) • LinkedIn group activity • Relationships
    28. 28. Agenda • History • Why Now? • Getting Started • More Advanced Topics • Data Challenges • Skill Sets • Q & A
    29. 29. Data Challenges • Ineffective, traditional CRM/DM systems are roadblocks – Disparate data – Missing data – Lack of discipline – Primarily staff facing not web facing – Unreliable reporting – Disconnected from operational & strategic goals • Full staff support critical
    30. 30. The Traditional CRM (staff) Software Complex Integrations Disparate Products & Vendors High Cost of Ownership+ =
    31. 31. Skill Sets • “researchers are rock stars” – John Taylor • Data analyst – Maths, physics or engineering trained • Business analyst – Process mapping (internal & external) – Making sense of the data “context” • Reducing transaction entry headcount
    32. 32. @paulramsbottom #uniadvance
    33. 33. Further Reading • CoolData blog cooldata.wordpress.com, Kevin MacDonnell, Dalhousie University • “A Study of Alumni Engagement and Its Relationship to Giving Behaviors”, Shelby Radcliffe, Bucknell University, 2011 • “The Science Behind Alumni Engagement”, Jason Coolman, University of Waterloo, 2011 via CASE • “Measuring Alumni Engagement at Emory”, Carolyn Bregman & Martha Fagan, Emory Alumni Association, 2012 (webcast)
    34. 34. • Paul Ramsbottom, Managing Director, ASI Asia-Pacific • pramsbottom@advsol.com • Twitter - @paulramsbottom • Linked In – www.linkedin.com/in/paulramsbottom • Tumblr – insideasiap.tumblr.com • Instagram – instagram.com/pramsbottom Contact Me

    ×