Secrets of the Engagement Pyramid

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Guess what? You can quantify a person's engagement with your organization. No more wondering who to target for your next fundraiser or who to mobilize for your next lobby day or who to ask to phonebank. Why? Because you know exactly where your supporters stand on your Engagement Pyramid, you know where you want them to go, and you know how you're going to get them there. At Groundwire, we've developed the strategic framework for building relationships and we've built the technology to support it.

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Secrets of the Engagement Pyramid

  1. 1. Secrets of the Engagement Pyramid<br />#11ntceng<br />3/18/11<br />1<br />NTC11<br />
  2. 2. Session Evaluation<br />Each entry via text or web is a chance to win great NTEN prizes throughout the day! <br />TEXT<br />Text 11ntceng to 69866.<br />ONLINE<br />Use 11ntceng at <br />http://nten.org/ntc/eval<br />Session Evaluations <br />Powered By:<br />3/18/11<br />2<br />NTC11<br />
  3. 3. Introductions<br />Karen Uffelman, Director of Strategy<br />Eric Magnuson, Groundwire Labs Manager<br />3/18/11<br />NTC11<br />3<br />
  4. 4. 3/18/11<br />NTC11<br />4<br />
  5. 5. We help you use strategy and technology to build relationships with the people who matter most to your mission.<br />3/18/11<br />5<br />NTC11<br />
  6. 6. Who we work with<br />3/18/11<br />NTC11<br />6<br />
  7. 7. What you’ll get out of this<br />You’ll know all about the Groundwire Engagement Pyramid.<br />3/18/11<br />NTC11<br />7<br />
  8. 8. What you’ll get out of this<br />You’ll understand your options for tracking engagement.<br />3/18/11<br />NTC11<br />8<br />
  9. 9. What you’ll get out of this<br />You’ll be equipped with some criteria for choosing the best tools for you.<br />3/18/11<br />NTC11<br />9<br />
  10. 10. What you’ll get out of this<br />Chocolate!<br />3/18/11<br />NTC11<br />10<br />
  11. 11. Chocolate Action Committee<br />3/18/11<br />11<br />NTC11<br />
  12. 12. Engagement Pyramid Framework<br />3/18/11<br />12<br />NTC11<br />
  13. 13. Engagement Pyramid<br />3/18/11<br />13<br />NTC11<br />
  14. 14. Ladder of Engagement<br />Ladder of Love<br />High Engagement<br />Low Engagement<br />3/18/11<br />14<br />NTC11<br />
  15. 15. Level 1 - Observing<br />3/18/11<br />15<br />NTC11<br />
  16. 16. Level 2 - Following<br />3/18/11<br />16<br />NTC11<br />
  17. 17. Level 3 - Endorsing<br />3/18/11<br />17<br />NTC11<br />
  18. 18. Level 4 - Contributing<br />3/18/11<br />18<br />NTC11<br />
  19. 19. Level 5 - Owning<br />3/18/11<br />19<br />NTC11<br />
  20. 20. Level 6 - Leading<br />3/18/11<br />20<br />NTC11<br />
  21. 21. Pyramid Principles<br />Only use for people who are or might be interested in your organization.<br />Only include things you can know and count.<br />Only do as much engagement as you can track.<br />3/18/11<br />21<br />NTC11<br />
  22. 22. Will, Skill & Resources<br />And/or, RESOURCES (time, money, relationships)<br />3/18/11<br />22<br />NTC11<br />Asyou move up, increasingly about SKILL (expertise in valued area) <br />Starts with WILL <br />
  23. 23. Engagement Pyramid Management<br />3/18/11<br />23<br />NTC11<br />
  24. 24. How are you engaging people?<br />Website Content<br />Email Marketing<br />Social Media<br />In-Person Events<br />Advocacy<br />Fundraising<br />Volunteering<br />Collaboration<br />Your Superpower<br />3/18/11<br />24<br />NTC11<br />
  25. 25. 3/18/11<br />NTC11<br />25<br />
  26. 26. Evaluating Your Options<br />Is the cost and sophistication of the platform a good match for your org?<br />Is the platform keeping pace with the market?<br />Does it allow you to measure everything that is important?<br />3/18/11<br />NTC11<br />26<br />
  27. 27. 3/18/11<br />27<br />NTC11<br />Engagement Platform<br />
  28. 28. Engagement Pyramid In Action<br />3/18/11<br />28<br />NTC11<br />
  29. 29. 3/18/11<br />29<br />NTC11<br />
  30. 30. Super-Duper Conservation League<br />Engagement Pyramid<br />Board <br />Members, Major <br />Gifts Committee, Super Volunteers<br />contributed $1000 or more<br />All criteria are currently either/or within an 12-month time period<br />5<br />Business Allies; Events Committee; Blog Writers; Interns; Summer Fellows ; Regular Volunteers <br />contributed $250 - $999 <br />4<br />3<br />Monthly Members: Episodic Volunteers<br />contributed $50 - $249<br />2<br />Pledge-to-Voters; Email Action-takers; Prospective Major Donors<br />contributed $1 - $49<br />1<br />Twitter Follower, Facebook Liker/Sharer, Have provided email or other contact info<br />Donor prospect (has never made any kind of contribution)<br />3/18/11<br />30<br />Unique website visitor<br />NTC11<br />
  31. 31. 3/18/11<br />31<br />NTC11<br />
  32. 32. 5<br />Served on board <br />or otherwise provided significant leadership; <br />contributed $500 or more<br />4<br />Served as a spokesperson; super volunteer; hosted an event; <br />op ed; <br />contributed $100 - $499<br />All criteria are currently either/or within an 12-month time period<br />Attended a fundraising event or fee-based conference; took elevated action; taken 5 or more online actions; hike leader<br />contributed $15 - $99<br />3<br />Has clicked through on an email and/or has taken at least 1 email action (or Facebook action recorded/via DIA); attended a non-fundraising event; frequent retweeter; frequent blog commenter, wrote an LTE<br />contributed $1 - $14<br />2<br />1<br />Has provided email or other contact info (by signing up for email newsletter, etc.); Facebook fan; Twitter follower; <br />donor prospect (has never made any kind of contribution)<br />Unique website visitor<br />3/18/11<br />32<br />NTC11<br />
  33. 33. For Example<br />3/18/11<br />33<br />NTC11<br />
  34. 34. Meet Sherell<br />3/18/11<br />34<br />NTC11<br />
  35. 35. SherellLoves Chocolate<br />3/18/11<br />35<br />NTC11<br />
  36. 36. Sherell Sees Johnny Depp on Letterman talking about Chocolate Action Committee<br />3/18/11<br />36<br />NTC11<br />
  37. 37. Meet Luis<br />Luis works for <br />Chocolate Action Committee<br />3/18/11<br />37<br />NTC11<br />
  38. 38. SherellGoogles“chocolate”+ “Johnny Depp”<br />3/18/11<br />38<br />NTC11<br />
  39. 39. Sherell likes what she sees and signs up for the newsletter<br />3/18/11<br />39<br />NTC11<br />
  40. 40. Sherell’s Data Goes from the Website to Salesforce<br />3/18/11<br />40<br />NTC11<br />
  41. 41. Sherell goes from Observing to Following<br />3/18/11<br />41<br />NTC11<br />
  42. 42. Luis Follows Up With New Contacts<br />Luis easily identifies recent sign-ups through a Salesforce report and offers them an opportunity to take action.<br />3/18/11<br />42<br />NTC11<br />
  43. 43. Sherell fills out an action alert<br />3/18/11<br />43<br />NTC11<br />
  44. 44. Sherell goes from Following to Endorsing<br />3/18/11<br />44<br />NTC11<br />
  45. 45. The next time Luis sends a fundraising appeal…<br />He runs a report that includes everyone who took recent action—for that segment he highlights the results of their efforts in his appeal.<br />3/18/11<br />45<br />NTC11<br />
  46. 46. Sherell Appreciates the Update<br />3/18/11<br />46<br />NTC11<br />
  47. 47. Sherell goes from Endorsing to Contributing<br />3/18/11<br />47<br />NTC11<br />
  48. 48. Luis checks his engagement dashboard<br />The campaign is on target for hitting its goal. <br />3/18/11<br />48<br />NTC11<br />
  49. 49. Luis can see Sherell’s level any time<br />3/18/11<br />NTC11<br />49<br />
  50. 50. 3/18/11<br />NTC11<br />50<br />
  51. 51. Questions?<br />3/18/11<br />51<br />NTC11<br />
  52. 52. groundwire.org/ntc11<br />Karen Uffelman<br />karen@groundwire.org<br />Eric Magnuson<br />eric@groundwire.org<br />3/18/11<br />52<br />NTC11<br />
  53. 53. Session Evaluation<br />Each entry via text or web is a chance to win great NTEN prizes throughout the day! <br />TEXT<br />Text 11ntceng to 69866.<br />ONLINE<br />Use 11ntceng at <br />http://nten.org/ntc/eval<br />Session Evaluations <br />Powered By:<br />3/18/11<br />53<br />NTC11<br />

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