Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cross-Channel Donor Engagement

1,641 views

Published on

These slides were presented by Amy Sample Ward at the DonorPro 2012 Conference by TowerCare in Pittsburgh, PA. For more information, visit: http://nten.org http://amysampleward.org

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Cross-Channel Donor Engagement

  1. 1. Cross-Channel Donor Engagement Creating a Strategy to Build Relationships Online#DPro2012
  2. 2. WHAT’S SO SPECIAL ABOUTCOMMUNICATIONS TODAY? • Real-Time • Public • Shareable • Multi-directional • Personal
  3. 3. THIS IS A PARTY.
  4. 4. How does it fit: Connections
  5. 5. How does it fit: Content
  6. 6. WHAT’S MULTICHANNEL THEN?
  7. 7. WHERE DO YOU START?
  8. 8. ACT I: WHO’S YOUR COMMUNITY?
  9. 9. COMMUNITYFlickr: efleming
  10. 10. NETWORKFlickr: thefangmonster
  11. 11. CROWDFlickr: SashaW
  12. 12. COMMUNITY MAPPING
  13. 13. STEP 1: GROUPS Questions to ask: Do different programs or departments connect with different groups? Do services or products target different groups? How would you describe your community or audience to someone unfamiliar with your work, and if it is relevant to them?
  14. 14. STEP 2: GOALS Questions to ask: Why does the community continuing needing your services, programs or work? What is in it for others to participate? ----- What do you need help with or involvement from the community to do? How can your work improve with engagement?
  15. 15. STEP 3: TOOLS Questions to ask: Where does this group already talk or engage online? Which tools are most appropriate to the kind of message or content? What kind of engagement is required to match the goals?
  16. 16. COMMUNITY MAPPING TEMPLATEGet this template! http://bit.ly/DIYcommunity
  17. 17. BONUS: DATA What do you need? Are you pointing people to places where they can sign up directly with you? Which tools allow you to access the supporter data? What will you do to follow up and engage – remember, opt-in first!
  18. 18. ACT II: WHAT TO TALK ABOUT?
  19. 19. CONTENT PLANNING
  20. 20. STEP 1: CONTENT Examples: Program or service updates/changes Staff announcements Jobs Volunteer opportunities Fundraisers Events
  21. 21. STEP 2: GOALS Examples: Increase visibility of the organization Increase participation Raise funds Build leadership Find sponsors or partners Recruit volunteers Build community
  22. 22. STEP 3: OUTLETS Examples: Newsletter or mailing Email newsletter Twitter Facebook LinkedIn Website Blog
  23. 23. CONTENT PLANNING TEMPLATEGet this template! http://bit.ly/DIYtemplate
  24. 24. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  25. 25. ACT III: USE THE DATA
  26. 26. GOOGLE ANALYTICS
  27. 27. SEGMENTS Examples: • Subject lines. • Deadlines. • Layout, graphics, font sizes. • Matching gifts. • Donation page landing flows. • Appeals from celebrities. • Number of donation form fields. • The text that makes up tweets, • Fundraising copy in the main Facebook updates, and text message, headlines, and form messages with calls to donate. fields including the submit button. • Length and phrasing of tweets, • Donation amounts. Facebook updates, and text messages. • Placement of donation asks in the fundraising appeal. • Time of day and days of the week that donation appeals are sent.
  28. 28. AUTOMATE & SCHEDULE
  29. 29. FINALE: WHAT WORKS?
  30. 30. TELL 1 STORY
  31. 31. ADD PEER PRESSURE
  32. 32. CREATE CONTINUITY One Way Homebase email Web Site search engine ads Audience Objective Social Listening Conversation Connecting
  33. 33. CREATE CONTINUITY•100 Park ClosuresImminent• 500 Facebook Fans•Mostly Direct MailSupportsNew Strategy:Reach younger supportersto prepare for a ballotinitiative to protectCalifornia parks.
  34. 34. INTEGRATED STRATEGY One Way Homebase email Web Site direct mail ads Recruit 5,000 new Facebook fans in one month Social Facebook YouTube
  35. 35. INTEGRATED STRATEGYHome Base One Way SocialWeb site redesign “Urgent Grams” • Facebook to emphasize: to: Welcome Page• Petition • High Dollar • Fan Videos on• Facebook Donors YouTube• Donations • Other Members • Prospects
  36. 36. LOOK & FEEL
  37. 37. RESULTS
  38. 38. RESULTS • $950,000 Raised • $300,000 Online • Tough to track specifically to social media • 46% of that came from supporters new to CSPF • Email list size grew in tandem with Facebook Fans, suggesting that they are highly related • Ballot initiative campaign is now live
  39. 39. THANKS! AmySampleWard.org NTEN.org SocialBySocial.com @AmyRSWard amy@nten.org amy@amysampleward.org
  40. 40. RESOURCES Templates: Community Map Template: http://bit.ly/DIYcommunity Content Map Template: http://bit.ly/DIYtemplate Metrics Template: http://bit.ly/DIYmetrics Books & Collections: Social Change Anytime Everywhere: Available in January 2013 We Are Media: http://wearemedia.org Social by Social: http://socialbysocial.com #SOCIALMEDIA NONPROFIT tweet Book01: http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.php Managing Technology to Meet Your Mission: http://www.amazon.com/Managing-Technology-Meet-Your-Mission/
  41. 41. RESOURCES http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organiza http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-your-bas http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/ http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/ http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.html http://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management- systems-smms/ http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/ http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats- the-difference-and-the-opportunity/ http://amysampleward.org/2011/03/07/slacktivism-turning-a-“like”-into-lasting- change/ http://amysampleward.org/2010/05/07/guest-post-on-online-community-report- sustainable-community-building/ http://amysampleward.org/2009/08/06/online-community-building-gardening-vs- landscaping/

×