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Gloo Insights - Big data for churches - Church Analytics and Predictive Data
- 1. Know your people. Know your community. Change more lives. How churches use data to reach further, connect deeper, and scale faster
- 2. 2. But, it doesn’t help them to: 001100 11 00 1001001 101001 100 11001 1 1001 1010 1001 1110101 1010101 1 1 1000110101 11100 00 10 10 1000001110100111 11101 10001 11 1010 1010100111 1 10 001 Baptism Records Child Check-In Visitor Cards Website Traffic Event Registration Class Attendance Church Database 11001000 10111001001 101001 100 11001 1 1001 1010 1001 1110101 1010101 1 1 1000110101 11100 00 10 10 1000001110100111 11101 10001 11 1010 1010100111 Volunteer Placement 11001000 10111001001 101001 100 11001 1 1001 1010 1001 1110101 1010101 1 1 1000110101 11100 00 10 10 1000001110100111 11101 10001 11 1010 1010100111 1 11 Know What People Value Know Motivations & Attitudes Understand The City or Town Compare Audiences & Locations 1. What churches have: Understand Congregants’ Financial Health
- 3. Get People to Church Identify Leaders Increase Giving Enhance Spiritual Growth Open New Location Attract Millennials Increase Participation Strengthen Marriages 3. What churches really want:
- 4. P L A T F O R M Maps Learn about your community. Data-powered maps allows you to select a specific location, and visualize it with any of Gloo’s attributes. ● Discover unique characteristics by selecting demographic and well- being centered attributes for your city or town ● Use geographic insights to tailor your approach, identify opportunities, communicate new initiatives, and more ● Save map insights for future outreach and activation
- 5. P L A T F O R M Reports Run reports on any group (audience) you select: surface demographic, behavioral, attitudinal, and lifestyle insights. ● Create custom reports with attribute templates ● Contrast your community with benchmarks - community & nationwide ● Edit in real time—dynamic reports shift charts and graphs in real time as you adjust attribute and demographic criteria
- 6. P L A T F O R M Answers Identify groups of people with common traits that help you answer your most important questions: who are my leaders, who’s struggling in their marriage, who’s most likely to serve? ● Understand the attitudes and motivations exhibited by the people who fit into these groups ● Get specific tips on how you can connect with each group so you can customize experiences ● Recognize real needs and strengths within your congregation or community
- 7. P L A T F O R M Motivations Motivations give insight into the why behind the actions, behaviors, and decision making of your selected audience. ● Uncover a wide spectrum of wellness-focused motivations— from family orientation to spiritual tendencies, financial attitudes, health commitment, and more ● Create messages and offerings that resonate with your audience’s attitudes and background
- 8. A D D - O N Tailored Community Outreach Reach the right people with the right message at the right time. ● Use Gloo’s proprietary spiritual, well-being analytics to reach tailored, custom audiences from your organization’s account ● Launch your campaign whenever you want via Facebook, and work with us to coordinate cross- channel engagement ● Build look-a-like models to identify people at-risk of disengaging from your church
- 9. W H O U S E S G L O O
- 10. T E S T I M O N I A L Church Leaders discuss how Insights from Gloo helped them think differently about their approach to spiritual growth and development in their community.
- 11. Where we go next... Take a short look (completed) ✓ Initial Pricing Overview (completed) ✓ We will develop solutions to meeting your objectives Group demo on Insights and meeting your objectives Review Proposal and Sign Agreement Kick-off call: Introduction to your Success Manager Success Team Guidance & Business Reviews
- 12. P L A T F O R M A D D - O N S C O M I N G S O O N Talk to us about pricing $15 CPM - Digital $85 CPM - Direct Mail $0.15/Record - Enrichment $2500 - Custom Model Pricing People & Community Analysis Maps Reports Answers Motivations Audience Builder Customer Success Manager Audience Activation Data Enrichment “Look-alike” Models Custom Models Assessments Engagement App Knowledge & Community Center
- 13. Appendix: Extras
- 14. GUIDING PRINCIPLES of the GLOO DATA TRUST: 1. Follow industry leading consumer data privacy principles established by IAB and DMA 2. Be a pace setter in the areas of commitment to ethical behavior, transparency, and accountability 3. Maintain GDPR, HIPAA & world-class security, privacy and ethical practices 4. Provide for continuous 3rd party verification The Responsibility of Data
- 15. Gloo’s data scientists’ rigorous design, build, test, and validation process: ● Acquire a statistically significant list of individuals. ● Model individuals using proven machine learning and statistical models to find commonality. ● Evaluate and redefine models through tests and subject matter experts. ● Project models through Gloo Insights to find other individuals who demonstrate the final set of attributes. ● Validate for accuracy, precision, and consistency. The How Behind Our Approach
- 16. FAQ Who is Gloo? A technology company founded to enhance Champions’ ability to improve lives through personal growth, Gloo is a leader in its commitment to ethical and accountable data acquisition, usage, and data privacy. In the last year alone, Gloo has driven triple- digit growth, serving hundreds of Champion organizations across the country. How do you use data? Governed by fundamental beliefs and guiding principles of the Gloo Data Trust and using sophisticated tools normally reserved for corporate America, such as data science, predictive analytics, scientific assessments, personalization engines, and others, Gloo purpose-builds anonymized data models to inform champions as to how to improve individual lives and the health of their communities. Why is this important?? Because champion organizations have been massively underserved by information age technology, especially in regard to predictive analytics, Gloo determined to make meaning out of depthless data pools, shining the light of prescriptive insight into people, spiritual formation, generosity and leadership, so that faith organizations can more effectively serve more people. Gloo’s foundational world-class security, privacy and ethical practices tenable organizations with the explicit grant of right to exchange data and models to drive personal growth. For the first time, human-focused organizations can leverage a data- informed, human-centered approach to service.
- 17. Where does the data come from? Gloo contracts with Wunderman—one of the largest data aggregators and a leader in the data industry for over 30 years—to license the data. This data set has inputs on more than 260 million people age 18 and up, with about 2,600 traits on each individual. A full field guide on our data and sources can be found here. How do you ensure data accuracy? Data quality and accuracy are foundational to Gloo’S service. Gloo uses two primary strategies to ensure ongoing data accuracy. First, we carefully cultivate our third-party data sources by partnering with leading data providers that multi-source data elements and continually refresh that data. Second, we evaluate all our data sources prior to adding or updating them into the Gloo foundation —checking the data elements and value distributions to verify accuracy. How can you identify people with specific propensities, stressors, or addictions? These models are built by surfacing common attributes found in groups of people with known propensities, stressors, or addictions. From there, we build an algorithm to identify others who exhibit the same attributes. FAQ
- 18. Supporting Champions The leaders, helpers, inspirers, and motivators who work tirelessly to strengthen their people and communities
- 19. C A S E S T U D Y Reaching more people for Easter services Grew Friday attendance of 714, Facebook Live +30K views. Doubled these numbers on Easter Sunday. Facebook Live Views increased by 3x and 6x! C H A L L E N G E S O L U T I O N O U T C O M E One church needed a better way to reach people in their community and invite them to Easter services. Using Gloo solutions, discovered potential new attendees and wrote new relevant messaging to invite them to Easter services.
- 20. C A S E S T U D Y Multi-site church addressed local needs for sustained attendance after grand re-opening. • 400% increase in attendance the day of the launch • Sustained increase in attendance after the launch • New insight into the needs and demographics of the local community P R O B L E M S O L U T I O N O U T C O M E Needed to rebrand and build community awareness as they planned to launch a re-opening of their original, single campus site. Conducted research to determine effective ways to revamp their programs and better serve the evolving characteristics of the neighborhood—then created ads to appeal to various target groups of people and deployed their campaign online.
- 21. C A S E S T U D Y Relationships strengthened through Date Night comedy events targeting new-to-church couples. Sold out show with 1,200+ attendees 450+ attendees were new to the church 330 assessments taken, providing new insight into attendees and their level of marriage satisfaction before and after the event P R O B L E M S O L U T I O N O U T C O M E A large church wanted to attract couples with a high desire for faith and a strong belief in marriage, so they could help them strengthen their relationships. Organized Date Night Comedy Tour events designed to attract new, unchurched couples within the church’s immediate vicinity so they could invite them in, learn more about them, and make new connections.
Editor's Notes
- Hi, _____. I want to appreciate you for the work you are doing in your community. You know, what’s true in the world today is that there are these amazing organizations, like yours, who exist to help people grow and thrive. There are so many services you have, and you are serving so many needs, and that’s the problem I want to visit/meet with you about today, is helping you to attract, get, keep, grow and multiply. And I’ll share before we get started, a little about us - we work with over 255 churches nationwide enabling them to better understand their congregation and communities … to make a stronger impact and change more lives. We do this in some special ways I’m excited to tell you about. But first, I’d love to know YOU. I’ve done some homework/research and my hypothesis is (share your knowledge of news of the local area, and what you’ve hypothesized about THIS PROSPECT’S priorities/goals. Use where they are located to comment on agreeable news of the area, to establish relatedness. Describe what you know about them, their website, upcoming events or regular programs (ie: Celebrate Recovery) news, wishes and hopes and ask - does this resonate? How am I doing? What’s coming up for you as I mention these…?): I have talked to enough pastors to know you have some of the same activities, but no two have the same approach. Can you tell me what is uniquely challenging for you? RESPONSES…. Thank you. Here’s why I’m asking:
- Data to inform missions...
- This is what we help you do in the simplest manor. If we were to speak biblically, we want to help you know how to enrich by knowing your current people better AND that may be telling you who your leaders or disciple-makers are or who really needs ministering to because they’re showing behaviors of those who ended up getting a divorce or leaving the church. The other side to that, is about increase. So enrich and increase. Increase by knowing your community. Knowing the demographics in and outside of your church. Who here knows that the demographics of the inside of your church strongly influence the appearance of your church from the outside?
- Via Mastercard is using predictive modeling to mitigate their risk and identify bad debt so they’ve identify behavioral trends that tend to lead to divorce which in turn drastically decreases the chances of Visa recovering that debt. Data about purchases, browsing history, location, assessment results and more is available about every consumer in the US. 2X Data every year Large corporations use that data to build models that give insights into consumer interests, purchase intent and even things like risk for depression, divorce and pregnancy, just to name a few. Those insights are then used to tailor marketing and sales campaigns to consumers and sell more products. Used at 90% or fortune 500 2.5 million gigs of data made every minute
- To resonate with you: some data that you may be familiar with. **Read stats** But we also know, that people have not stopped craving community or spirituality. Sop, what’s happening? And what can we do about it?
- In the case of attendance, as just one example, many churches we spoke to found that people aren’t attending as they used to. More are undecided, more are in need, yet churches can’t always reach people in the way they need to be reached. Churches found they weren’t always “speaking the language” of those constituents they most needed to reach. So what tools do churches have at their disposal? The power of their presence, of their desire to serve, surely, and the data in the CHMS that we’re listing here (in bullet 1). And the CHMS is critical but, here’s the problem - it’s not solving for WHY the people aren’t attending, giving, why we just can’t reach some, despite our best efforts. The data products out there don’t make meaning of the data, don’t give us the necessary prescriptions and insights that allow us to effectively serve more people - to know what people value, understand our city or town, the motivations and attitudes of the people, or their financial health. (2) When it’s hard to reach those in need, and those who can be of service, churches sometimes ask themselves: is lack of relevance the problem? How can we be of service to more, when our interactions are limited to only those people we see when standing at the pulpit, when sending blanket mass emails, or mass ads that may or may not find the right audiences?
- Churches have told us that what they really want is (discuss these topics). Some of these may be true for you? Responses…. Thank you. To color in one of these (select one of the next 3 as is to be story slides that may best resonate with the church based on their thoughts…)
- OUTCOMES: 20+ inquiries in the first 10 days | 4x lower cost-per-click than industry standard | 20,752 people took action and engaged with the center’s website
- Call Strategy Goal is to Agree Need (As Is To Be): To conduct Discovery, ask some of the below. Use what you learn (especially for ministries or attraction goals) to mentally prepare your demo lite, and to start the prospect thinking about their To-Be state.. Use the info you learn to fill in this slide too, as you’ll use it later in your “Call 2: Executive / Consensus Demo.” Seek at least 3 current challenges and align them to 3 ideal situations. If you cannot qualify the prospect. A. seek an alternate prospect in the account or if the church is not able to be qualified, B. graciously exit and maintain the relationship by asking… If you CAN qualify, proceed to demo-lite (slides here or a 5 minute login), pricing and next steps. Ways to get started: If you were to tell me a little about your church... What’s true for you….? Will you help me fill this in? What are the most important objectives/initiatives for your team this year? What does success this year look like for you? What might stand in the way of your achieving these objectives? What ministries are most important to you? Who are you trying to reach? For many it’s more people, more leaders, more generosity, more spiritual formation. How are you doing that today? For many it’s the CHMS, the mass email or flyer, and the FB Ad. What do you know about your current members? Ie: Have you taken any congregation surveys? Do you subscribe to data reports? What types of marketing efforts are you currently utilizing (FB, Insta, Google Ad words, direct mail, etc.)? Have they been successful in your eyes? Do you currently have a dedicated budget and/or staff for marketing? For specific events? If so: How would you describe the effectiveness of any digital marketing campaigns? Are you achieving the outcomes you want? How many congregants? Do you have a CHMS? (if not, DQ) What records does the ChMS contain? Baptism records, attendance records, visitor cards, child check ins, giving records, class/group attendance, event registrations, volunteer placements, website traffic? If budget is a concern: share how Gloo is helping churches to optimize the spend they do have, because we help you find the right congregants What would it be like if you were able to increase giving by 1% this year? Or even 5%? Thank you - this is helping me to frame up how I might best show you the software. (Provide brief Demo Lite or screen shots based on prospect’s top 1 or 2 To Be’s, then proceed to closing slides.)
- Call Strategy Goal is to Agree Need (As Is To Be): To conduct Discovery, ask some of the below. Use what you learn (especially for ministries or attraction goals) to mentally prepare your demo lite, and to start the prospect thinking about their To-Be state.. Use the info you learn to fill in this slide too, as you’ll use it later in your “Call 2: Executive / Consensus Demo.” Seek at least 3 current challenges and align them to 3 ideal situations. If you cannot qualify the prospect. A. seek an alternate prospect in the account or if the church is not able to be qualified, B. graciously exit and maintain the relationship by asking… If you CAN qualify, proceed to demo-lite (slides here or a 5 minute login), pricing and next steps. Ways to get started: If you were to tell me a little about your church... What’s true for you….? Will you help me fill this in? What are the most important objectives/initiatives for your team this year? What does success this year look like for you? What might stand in the way of your achieving these objectives? What ministries are most important to you? Who are you trying to reach? For many it’s more people, more leaders, more generosity, more spiritual formation. How are you doing that today? For many it’s the CHMS, the mass email or flyer, and the FB Ad. What do you know about your current members? Ie: Have you taken any congregation surveys? Do you subscribe to data reports? What types of marketing efforts are you currently utilizing (FB, Insta, Google Ad words, direct mail, etc.)? Have they been successful in your eyes? Do you currently have a dedicated budget and/or staff for marketing? For specific events? If so: How would you describe the effectiveness of any digital marketing campaigns? Are you achieving the outcomes you want? How many congregants? Do you have a CHMS? (if not, DQ) What records does the ChMS contain? Baptism records, attendance records, visitor cards, child check ins, giving records, class/group attendance, event registrations, volunteer placements, website traffic? If budget is a concern: share how Gloo is helping churches to optimize the spend they do have, because we help you find the right congregants What would it be like if you were able to increase giving by 1% this year? Or even 5%? Thank you - this is helping me to frame up how I might best show you the software. (Provide brief Demo Lite or screen shots based on prospect’s top 1 or 2 To Be’s, then proceed to closing slides.)
- DEMO-LITE ONLY IF NEEDED NEW WAY There has to be a better way. There has to be a way to leverage existing anonymized data to help churches attract more people, more generosity, more leadership, more spiritual formation. I’d love to give you a brief look at that now.
- Call Strategy Goal is to Agree Need (As Is To Be): To conduct Discovery, ask some of the below. Use what you learn (especially for ministries or attraction goals) to mentally prepare your demo lite, and to start the prospect thinking about their To-Be state.. Use the info you learn to fill in this slide too, as you’ll use it later in your “Call 2: Executive / Consensus Demo.” Seek at least 3 current challenges and align them to 3 ideal situations. If you cannot qualify the prospect. A. seek an alternate prospect in the account or if the church is not able to be qualified, B. graciously exit and maintain the relationship by asking… If you CAN qualify, proceed to demo-lite (slides here or a 5 minute login), pricing and next steps. Ways to get started: If you were to tell me a little about your church... What’s true for you….? Will you help me fill this in? What are the most important objectives/initiatives for your team this year? What does success this year look like for you? What might stand in the way of your achieving these objectives? What ministries are most important to you? Who are you trying to reach? For many it’s more people, more leaders, more generosity, more spiritual formation. How are you doing that today? For many it’s the CHMS, the mass email or flyer, and the FB Ad. What do you know about your current members? Ie: Have you taken any congregation surveys? Do you subscribe to data reports? What types of marketing efforts are you currently utilizing (FB, Insta, Google Ad words, direct mail, etc.)? Have they been successful in your eyes? Do you currently have a dedicated budget and/or staff for marketing? For specific events? If so: How would you describe the effectiveness of any digital marketing campaigns? Are you achieving the outcomes you want? How many congregants? Do you have a CHMS? (if not, DQ) What records does the ChMS contain? Baptism records, attendance records, visitor cards, child check ins, giving records, class/group attendance, event registrations, volunteer placements, website traffic? If budget is a concern: share how Gloo is helping churches to optimize the spend they do have, because we help you find the right congregants What would it be like if you were able to increase giving by 1% this year? Or even 5%? Thank you - this is helping me to frame up how I might best show you the software. (Provide brief Demo Lite or screen shots based on prospect’s top 1 or 2 To Be’s, then proceed to closing slides.)
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- Call Strategy: Close, Review Next Steps, Verify (example: “How many logins would you need?) ID Compelling Event if possible You are our reason. We believe in you, and want to give you the lift you desire. And this is where we prove it out. Based on your identified pain, the burden of proof is on us to demonstrate how we have solved that pain. Typically, our customers have found that in order to make this decision they: Want to know that the price point is only $1200 per location. They also want to understand how churches like them typically find budget for this initiative. We find our churches will use their marketing, events, etc. budget… From there, they want to ensure consensus to work with us, by having a group demo. To arrange that, they prefer to either have me introduce evaluation goals and purpose to those who need to be in the room (typically Executive Pastor, Database Manager, Marketing, Communications Dir) or, they’ll want me to send them materials that make it easy for them to set up the group demo. While that is being arranged, my job is to ensure I have a clear understanding of your as is and to be, so that I provide you with a great demo. I then recommend “what it would look like” in that “as is to be” GROUP demo. Lead Pastor, After taking a look at how we can help meet your goals, you would decide what you think about that. And if it makes sense for you...we would answer your questions and guide you through the path to working together. This involves a click to order immediately followed by an introduction to the team I mentioned earlier - your CSM, who will work with you to identify the events and situations you need to solve for, and help you solve them). )Examples: Top 3 questions you will ask of your data, next 2 events you will use the solution to help you create). Success Team Guidance & Business Reviews: Business Reviews are with the executive sponsor SuccessTeam Guidance Calls: Process: 30 minute kickoff call, 30-minute follow up call, 30 minute advisory call after every activation
- Community Center -"an online community of clients and subject matter experts sharing new learnings, best practices and support" Knowledge Center - playbooks and marketing best practices
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- Some examples to bring the pricing to life: Example of Direct Mail: When a church is announcing to the community that they’ve moved to a new building, and inviting neighborhood families to join. Instead of sending a generic flyer to 10,000 households in the area, a data-informed church sent three sets of mailers. One to households who have visited, but do not regularly attend (come back, we’d love to see you again!); one to active members with a specific invitation to join the launch team or attend a preview service); one to people who have never visited with language that speaks to motivations and values. Chili Night: A church was aiming to reach their community through service-oriented events. With the help of Gloo, they learned that their community had a high relational orientation when it came to spiritual styles. So, they added a chili night and holiday sing-along, and three times more event was more aligned to the community’s values.
- The next few slides are optional but it’s recommended you cover slide 20. If the client would like more information about data and our approach, you can use slides 21,22. The story slides you already know are slides 23-31.
- Continuous Innovation: Future proofing your investment Crowd Sourced UX: Voice of the Customer Program - you create the design OUR CSMs: Access to Subject Matter Experts: Industry experts on applying insights that help you advance your mission. Speaking to what other churches are doing Agency level guidance on how to leverage audiences effectively Market research expertise, marketing best practices Troubleshooting and analysis ensuring fast time to value! Data application expertise, expert guidance on data interpretation.
- Of course, you own your data. Our job is to organize it against available constructs and anonymized data sources, to help you reach more people. Our guiding principles are:
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- This appendix offers a brief “about Gloo”
- This appendix offers a FAQ including more information on Data Trust
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- A brief look at some of our clients and partners.
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- OUTCOMES: 20+ inquiries in the first 10 days | 4x lower cost-per-click than industry standard | 20,752 people took action and engaged with the center’s website
- OUTCOMES: 4x lower cost-per-click than industry standard at $.48 CPC | Immediate increase in call volume | 20,000+ customers in target market driven to relevant content
- OUTCOMES: 400% increase in attendance the day of the launch
- OUTCOMES: Sold out show with 1,200+ attendees | 450+ attendees were new to the church | 330 assessments taken, providing new insight into attendees and their level of marriage satisfaction before and after the event
- “TWA” Total Weekly Attendance
- OUTCOME NOTE: 600+ increase in attendance