Upcoming SlideShare
×

# Target Your List and Engage Supporters with Scoring

186 views

Published on

This whitepaper explains the basics of scoring- what it is and why it helps you, general setup instructions for whichever system you use, and advanced direction for tailoring your scoring to account for additional factors like recency.

Published in: Technology
2 Likes
Statistics
Notes
• Full Name
Comment goes here.

Are you sure you want to Yes No
• Be the first to comment

Views
Total views
186
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
2
0
Likes
2
Embeds 0
No embeds

No notes for slide

### Target Your List and Engage Supporters with Scoring

3. 3. Once you are up and running, it’s timeto create your first score. A “score”, alsocalled a “scoring algorithm” by peoplewho like syllables, is a single metric. It willgenerate a single point value, like “0” or“1” or “12.82”, for each of your supporters.That point value is based on a collectionof specific rules within the Score: we’lldefine those in the next step.For starters, just give score a name -- say,“Super Activist Score”. Depending on yoursystem, you should be able to use anyname you like, but make sure you knowwhat it is for query purposes later.Great! You’ve created and named a score, butas it stands, it won’t produce any point values.That’s not too useful. Each score is a pointvalue computed on a collection of rules, right?This is the point where you define those rules.I suggest starting by setting up a score thatprovides a lifetime count of actions taken byeach supporter. Some organizations publishdozens and dozens of actions over a period ofyears. Nobody takes every action, but people whotake many actions are probably more engaged in the issue than people who rarely take action.And we can get that count with just one single scoring entry (i.e., one single rule in our score).Make sure you give it a handy descriptive name, like “1 point per action”. In Salsa, you’ll alsoneed to define the “object”, or the name of the database table the scoring entry will examine.Consult the sidebar for some suggestions. You’ll also need to define the multiplier. This isnumber of points each supporter gets for each entry he or she has. In this case, 1,meaning one point per action taken.4Target Your List and Engage Supporters with ScoringAdd a New ScoreIn Salsa, you can have as manydifferent scores as you like, so feelfree to set up an experimental score ortwo as you feel your way through theset-up process. It won’t hurt anythingin your platform.Copyright (c) Salsa Labs - 2013
4. 4. No matter what system you are using, you’ll generallybe set up once you’ve established those perimeters.You can use the other fields to do more intricate stuff,but it all starts with the object and the multiplier. Andsince as little as one single scoring entry can comprisea score, you’re looking at a fully armed and operationalScore right this very minute. Congrats!Next, it’s time to let your system do its thing. It couldtake a few minutes or it might take a few hours.Either way, when it’s done you can start making themagic happen. Each supporter should now have apoint value assigned to him or her, which is great. Butscoring is most useful with queries or reports, whereyou can segment people into groups according totheir scoring performance. Our sample score gaveone point for every action taken. So, let’s search foreverybody who has taken a lot of actions.In Salsa, this means building a query to find yoursample score. Remember this? We used “SuperActivist Score”, but you might have given it a differentname. Then, set up your query to find people withwhat you determine is a “Super Activist Score”. Thebeauty of scoring is that it’s personalized to yourorganization. Maybe you’ve only run a handful ofactions ... and a Super Activist might be anybody whohas done even one of those actions. Maybe you’verun hundreds of actions, and you’re only interested inpeople who have taken 10 or more of them. Maybeyou want to focus instead on people who have takenzero actions.Whatever the case, now that the data is there, it’s timeto start exploring. But at this point, you have the keytools you’ll need for scoring. Everything from here onout is an optional variation on the basic concept ofcounting one point per action.Target Your List and Engage Supporters with Scoring5Useful Objects onWhich to Score:Supporter - Award points tosupporters for signing up inthe first place. Consider pairingthis with a quick expirationtime, like 10-60 days. Someorganizations consider peoplewho have just recently signedup susceptible to behave likehighly-engaged supporters.Donation - Award points foreach donation made (regardlessof the size of the gift)Supporter Action - Award pointsfor each online activism actiontaken (petitions and targetedadvocacy campaigns, includingwrite-your-rep actions)Supporter Event - Award pointsfor each event registered.Event - Not to be confusedwith Supporter Event, usethis category to give points tosupporters who sign up to hosta distributed event.Supporter My DonatePage - If you use peer-to-peer fundraising toenable supporters to buildpersonal donation pages and“friendraise” for you, scoringon Supporter My Donate Pagegrants points to supporters whohave created such a page.Copyright (c) Salsa Labs - 2013