Slacktivism versus real engagement is a false dichotomy - the fact is that smart technologists who care about the world are innovating new ways for people to get involved in the causes they care about. Now, however, as we enter the next phase of this trend, questions still circle around the relationship between the new, less tested forms of involvement and traditional forms of donating and volunteering that are still the bedrock of thousands of social change organizations. If new technologies are adding more rungs to a ladder of engagement in the form of sharing, viral promotions, micro-volunteering, and micro-giving, is there a clear way to analyze their involvement? Where do these actions live beside other innovative forms of engagement -- such as membership services, board volunteering, and more? In this panel from the 2013 Nonprofit Technology Conference in Minneapolis, Robert Rosenthal from VolunteerMatch will lead a discussion with Lesley Mansford of Razoo, Jeff Patrick from Merkle, Lawrence Grodeska from Change.org and Dana Nelson from GiveMN, to demonstrate how technology and analytics can help your organization measure real engagement up the ladder -- in all its many flavors.

1. How Many Rungs: Social
Change and the Expanding
Engagement Ladder
#13NTCRungs
Lawrence Grodeska, Change.org, @LSGrodeska
Lesley Mansford, Razoo, @Razoo
Dana Nelson, GiveMN, @GiveMN
Jeffrey Patrick, Merkle, @MerkleCRM
Robert Rosenthal, VolunteerMatch, @volmatchRobert

2. Where are you taking
your audience?
Photo: Italianjob17/Flickr
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

3. Which climbers?
How many rungs?
How many ladders?
Photo: Scootie/Flickr
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

4. The Atari 2600 ladder
Source: Beth Kanter
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

5. The “And… Action!” ladder
Source: Priscilla Brisbane/Beth Kanter
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

6. Program-specific ladders
Source: Beth Kanter
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

7. Egyptian ladders
Source: Groundwire
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

8. Ladders of love
Source: Aliza Sherman
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

9. Lasso ladders
Source: LightBox Collaborative
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

10. The Anti-ladder
Source: SSIR
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

11. A starting point.
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

12. A way to track progress.
Photo: MagnusVK/Flickr
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

13. Clearly designated steps.
Photo: Tim_Ellis/Flickr
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

14. A well-defined goal.
Photo: myklroventine/Flickr
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

15. Email attrition is real
Source:
2013
eNonprofit
Benchmarks
Study
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

16. Donor attrition is really real
Source:
2011
Fundraising
Effec?veness
Project
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

17. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

18. Many supporter entry points
• Website Signup • Whitepapers
Form • Mobile List
• Social Media • Mobile &
• Online Petitions Facebook Apps
• Banner Ads • Face-to-Face
• Paid Acquisition • Offline
• List Chaperones Fundraising
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

19.
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
*

20. Lots of flux
Change.org visitors in 2012:
• 40% of Twitter visits were return users
• 35% of Facebook visits were return users
• 38% of other social media visits were return
users
New Change.org users in 2012:
• 33% signed more than 2 petitions
• 13% signed more than 5 petitions
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

21. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

22. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

23. What’s Next
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

24. Final thoughts
• Embrace social media & slacktivism
• Use technology to make participation easy
• Track engagement & be responsive
• Build relationships, even at “lower” levels
• Celebrate success!
• Use shallower engagement to build momentum
• Always. Acquire.
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

25. Online Fundraising 1.0
• electronic equivalent of checks in
envelopes
• no engagement, just a receipt
Online Fundraising 2.0
O li F d i i 2 0
• social sharing
• limited engagement, encourages
“slacktivism”
• a “Like” is not engagement
Online Fundraising 3.0
• discovery
• impact
p
• meaning
• personal relevance
© Razoo Global Corporation 2013. All rights reserved. 1

26. What H
Wh t I Have to Give
t Gi
• Time • Understand age
• Money y and life-stage
• Influence Free time
Disposable
p
income
20 30 40 50 60 70
Age
© Razoo Global Corporation 2013. All rights reserved. 2

27. What H
Wh t I Have to Give
t Gi
Young Id li t
Y Idealists
• Free time
• Volunteers
• Evangelists
• Advocacy
• Technically savvy
• Social natives Free time
Disposable
p
income
20 30 40 50 60 70
Age
© Razoo Global Corporation 2013. All rights reserved. 3

28. What H
Wh t I Have to Give
t Gi
Young Idealists
Y Id li t Busy ith
B s with Kids
• Free time • Time poor
• Volunteers • Focused giving –
• Evangelists school, PTA
• Technically • Comfortable online
savvy but need easy and
• Social natives quick Free time
• Focused on investing
g
in the future
Disposable
p
income
20 30 40 50 60 70
Age
© Razoo Global Corporation 2013. All rights reserved. 4

29. What H
Wh t I Have to Give
t Gi
Young Idealists
Y Id li t Busy ith
B s with Kids Willing to Help
• Free time • Time poor • Growing time and
• Volunteers • Focused giving – disposable income
• Evangelists school, PTA • Increasingly comfortable
• Technically • Comfortable online online b t not early
li but t l
savvy but need easy and adopters
• Social natives quick • Repeat donors Free time
• Focused on investing
g
in the future
Disposable
p
income
20 30 40 50 60 70
Age
© Razoo Global Corporation 2013. All rights reserved. 5

30. Phases of E
Ph f Engagement
t
Donating
(money)
Sharing
Ignorance Awareness Action
(influence)
Fundraising
(
(time)
)
© Razoo Global Corporation 2013. All rights reserved. 6

31. Phases of E
Ph f Engagement
t
Donating
(money)
Sharing
Action
(influence) IMPACT
Fundraising
(
(time)
)
© Razoo Global Corporation 2013. All rights reserved. 7

32. Visualizing P bl
Vi li i Problems & I
Impact
t
Visualizing large numbers and big problems
is hard.
Leading to…
– Helplessness
p
• “nothing I can do will make a difference”
• “the problem is too big”
– Inaction
– Apathy
© Razoo Global Corporation 2013. All rights reserved. 8

33. 22,900,000
PEOPLE LIVING WITH
HIV/AIDS IN SUB SAHARAN
SUB-SAHARAN
AFRICA
© Razoo Global Corporation 2013. All rights reserved. 9

34. 22,900,000
PEOPLE LIVING WITH
HIV/AIDS IN SUB SAHARAN
SUB-SAHARAN
AFRICA
22,785,000
POPULATION OF AUSTRALIA
© Razoo Global Corporation 2013. All rights reserved. 10

35. © Razoo Global Corporation 2013. All rights reserved. 11

36. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

37. Give to the Max Day 2012
MINNESOTA
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

38. Ladder of Engagement
NONPROFITS
Via webinars/social media
ü Promote
mobile
&
scheduled
dona3ons
enewsletter/blog
ü Promote
their
page
via
social
media
Via live webinars and archived
training on our blog
ü Promote
their
page
via
email
ü Put
the
“donate
now”
bu:on
or
“donate
anywhere”
widget
on
their
website,
email
signature,
blog
ü Customize
a
thank
you
message
ü Add
photos
and
videos
ü Update
their
summary
page
Via hosted trainings
ü Claim
admin
access
with community partners
ü Verify
their
nonprofit
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

39. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

40. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

41. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

42. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

43. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

44. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

45. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

46. Engagement Calendar
MAIL PHONE EMAIL WEB EVENTS
Acquisition Acquisition
Receipt
Thank You
Newsletter
eNewsletter Web Update
Renewal Renewal Renewal Renewal Renewal
Receipt
Thank You
Volunteer
Big News
Newsletter
eNewsletter Web Update
Volunteer
Upgrade Upgrade Upgrade Upgrade Upgrade
Receipt
Thank You
Newsletter
eNewsletter Web Update
Big Event
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

47. Ongoing Engagement After
the Giving Day
1. THANK, thank, THANK your donors
2. Be creative about how you thank your
donors – have fun and be memorable
3. When thanking, it’s much more
important to listen than to tell.
4. Donors care much more about their
name being spelled right and thank
yous being timely than anything you
have to say or how you say it.
5. Send a welcome packet after first gift:
• ‘Welcome to the family’ letter from
president or board chair
• Copy of most recent newsletter
• List of ways to get involved
• Transparency one-pager: about us,
board list, contact info, where to
find 990s and audits, how gifts are
used
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

48. Case
Study:
Large
Membership
Organiza3on
RUNGS
OF
ENGAGEMENT
|
ANALYTICS
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

49. Nonprofit
Membership
Organiza3on
Challenge:
1. Membership
Renewal
Determine
how
to
allocate
membership
renewal
budget
to
maximize
conversions
using
member
demographic
and
engagement
characteris?cs.
2. Budget
Alloca3on
Determine
where
to
allocate
future
budget
across
all
possible
engagement
opportuni?es
to
maximize
membership
registra?ons
and
renewals.
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

50. Organiza3on
Profile
• Mission
• Scien3fic
associa3on
with
137,000
members
• Services
• Scien3fic
publica3ons
(free
&
paid)
• Magazine
(subscrip3on)
• Mee3ngs
(Na3onal,
regional
&
special
events)
• Career
Resources
(job
hun3ng
&
resume
service)
• Con3nuing
educa3on
&
professional
development
• Social
network
• Insurance
(life,
health,
property/casualty,
pet)
• Personal
(travel,
shipping,
credit
card,
etc.)
• Membership
Fees
• $150
Regular,
non-­‐scien3st
• $
75,
$35,
$25
Student
(Graduate,
undergraduate)
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

51. Analy3cs
|
Regression
Analysis
Financial
History
Demographics
Goal:
Event
Use
available
data
about
members
and
A:endance
prospects
to
op3mize
who
we
target
for
membership
offers
or
renewals.
Predictors
of
Membership
Renewal
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

52. Nonprofit
Associa3on
|
Analy3cs
Variable Direction Coefficient Importanc
e
Intercept -1.4294
# Prior Memberships + 0.2214
52.0%
Age + 0.0202
15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced + 8.4%
0.5666
degree 3
Industry = Gov’t, Independent & Manufacturer + 0.4307
6.6%
Months Since Last Regional or National Meeting + 0.0340
4.4%
# Prior Insurance Payments + 0.1314
3.3%
1st Membership Pymt Type = Check + 0.3698
2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173
1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388
1.2%
Highest Degree = Doctorate + 0.1612
1.2%
Title: Professor/Instructor/Administrator + 0.1928
.8%
**Previously Attended Special Event + 0.5393
.8%
**Previously made Donation + 0.2695
.6%
**Previously made OSS purchase + 0.5803
.4%
**Previously Job Seeker - -0.1849
.4%
**Previously CMT Participant + 0.4996
.2%

53. Nonprofit
Associa3on
|
Analy3cs
Variable Direction Coefficient Importanc
e
Intercept -1.4294
# Prior Memberships + 0.2214
52.0%
Age + 0.0202
15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced + 8.4%
0.5666
degree 3
Industry = Gov’t, Independent & Manufacturer + 0.4307
6.6%
Months Since Last Regional or National Meeting + 0.0340
4.4%
# Prior Insurance Payments + 0.1314
3.3%
1st Membership Pymt Type = Check + 0.3698
2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173
1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388
1.2%
Highest Degree = Doctorate + 0.1612
1.2%
Title: Professor/Instructor/Administrator + 0.1928
.8%
**Previously Attended Special Event + 0.5393
.8%
**Previously made Donation + 0.2695
.6%
**Previously made OSS purchase + 0.5803
.4%
**Previously Job Seeker - -0.1849
.4%
**Previously CMT Participant + 0.4996
.2%

54. Nonprofit
Associa3on
|
Analy3cs
Variable Direction Coefficient Importanc
e
Intercept -1.4294
# Prior Memberships + 0.2214
52.0%
Age + 0.0202
15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced + 8.4%
0.5666
degree 3
Industry = Gov’t, Independent & Manufacturer + 0.4307
6.6%
Months Since Last Regional or National Meeting + 0.0340
4.4%
# Prior Insurance Payments + 0.1314
3.3%
1st Membership Pymt Type = Check + 0.3698
2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173
1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388
1.2%
Highest Degree = Doctorate + 0.1612
1.2%
Title: Professor/Instructor/Administrator + 0.1928
.8%
**Previously Attended Special Event + 0.5393
.8%
**Previously made Donation + 0.2695
.6%
**Previously made OSS purchase + 0.5803
.4%
**Previously Job Seeker - -0.1849
.4%
**Previously CMT Participant + 0.4996
.2%

55. Nonprofit
Associa3on
|
Analy3cs
Variable Direction Coefficient Importanc
e
Intercept -1.4294
# Prior Memberships + 0.2214
52.0%
Age + 0.0202
15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced + 8.4%
0.5666
degree 3
Industry = Gov’t, Independent & Manufacturer + 0.4307
6.6%
Months Since Last Regional or National Meeting + 0.0340
4.4%
# Prior Insurance Payments + 0.1314
3.3%
1st Membership Pymt Type = Check + 0.3698
2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173
1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388
1.2%
Highest Degree = Doctorate + 0.1612
1.2%
Title: Professor/Instructor/Administrator + 0.1928
.8%
**Previously Attended Special Event + 0.5393
.8%
**Previously made Donation + 0.2695
.6%
**Previously made OSS purchase + 0.5803
.4%
**Previously Job Seeker - -0.1849
.4%
**Previously CMT Participant + 0.4996
.2%

56. Nonprofit
Associa3on
|
Analy3cs
Variable Direction Coefficient Importanc
e
Intercept -1.4294
# Prior Memberships + 0.2214
52.0%
Age + 0.0202
15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced + 8.4%
0.5666
degree 3
Industry = Gov’t, Independent & Manufacturer + 0.4307
6.6%
Months Since Last Regional or National Meeting + 0.0340
4.4%
# Prior Insurance Payments + 0.1314
3.3%
1st Membership Pymt Type = Check + 0.3698
2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173
1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388
1.2%
Highest Degree = Doctorate + 0.1612
1.2%
Title: Professor/Instructor/Administrator + 0.1928
.8%
**Previously Attended Special Event + 0.5393
.8%
**Previously made Donation + 0.2695
.6%
**Previously made OSS purchase + 0.5803
.4%
**Previously Job Seeker - -0.1849
.4%
**Previously CMT Participant + 0.4996
.2%

57. Nonprofit
Associa3on
|
Analy3cs
Variable Direction Coefficient Importanc
e
Intercept -1.4294
# Prior Memberships + 0.2214
52.0%
Age + 0.0202
15.7%
Degree = Advanced degree 1, Advanced degree 2, Advanced + 8.4%
0.5666
degree 3
Industry = Gov’t, Independent & Manufacturer + 0.4307
6.6%
Months Since Last Regional or National Meeting + 0.0340
4.4%
# Prior Insurance Payments + 0.1314
3.3%
1st Membership Pymt Type = Check + 0.3698
2.5%
Country not US, Canada, Germany, Japan, UK - -0.3173
1.7%
Last Membership Pymt Type: Not Check or Credit Card + 0.4388
1.2%
Highest Degree = Doctorate + 0.1612
1.2%
Title: Professor/Instructor/Administrator + 0.1928
.8%
**Previously Attended Special Event + 0.5393
.8%
**Previously made Donation + 0.2695
.6%
**Previously made OSS purchase + 0.5803
.4%
**Previously Job Seeker - -0.1849
.4%
**Previously CMT Participant + 0.4996
.2%

58.
Model
2:
The
Impact
of
the
Outside
Data
Variables
• Though the overall importance of the outside data variables is low
for the overall model/file, the impact on any given member’s
likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the
137,000 members), their impact on the overall renewal rate is not
significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

59.
Model
2:
The
Impact
of
the
Outside
Data
Variables
• Though the overall importance of the outside data variables is low
for the overall model/file, the impact on any given member’s
likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the
137,000 members), their impact on the overall renewal rate is not
significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

60.
Model
2:
The
Impact
of
the
Outside
Data
Variables
• Though the overall importance of the outside data variables is low
for the overall model/file, the impact on any given member’s
likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the
137,000 members), their impact on the overall renewal rate is not
significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

61.
Model
2:
The
Impact
of
the
Outside
Data
Variables
• Though the overall importance of the outside data variables is low
for the overall model/file, the impact on any given member’s
likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the
137,000 members), their impact on the overall renewal rate is not
significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

62.
Model
2:
The
Impact
of
the
Outside
Data
Variables
• Though the overall importance of the outside data variables is low
for the overall model/file, the impact on any given member’s
likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the
137,000 members), their impact on the overall renewal rate is not
significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

63. Conclusion
|
Membership
Renewal
• Membership
Renewal
Spend
• Focus
on
members’
with
prior
memberships,
older
age
as
key
variables
• Consider
lesser
impact
of
degree,
industry,
elapsed
3me
since
last
na3onal,
regional
mee3ng
a:ended,
etc.
• Future
Engagement
Ac3vi3es
• Drive
a:endance
at
special
events
• Market
add-­‐on
gids
• Highlight
resources
in
online
store
• Downgrade
promo3ons
to
job
seekers
• S3mulate
par3cipa3on
on
governing
commi:ees
• Promote
magazine
subscrip3ons
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

64. Other
Examples
• Tradi3onal
Recency,
Frequency,
Monetary
predictors
• Engagement
Ac3vi3es
Impac3ng
Giving
or
Membership
• Advocacy
ac3ons
• Site
Visits
• Merchandise
purchases
• Local
affiliate
&
na3onal
par3cipa3on
• Demographics
• Ethnicity
• Primary
language
spoken
at
home
• Accultura3on
• Pet
ownership
• Number
of
children
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

65. Ac3ng
on
Predictors
Process
Benefits
• Targe3ng
•
Maximizes
revenue
Target
specific
segments
Right
offer
to
each
audience
maximizes
conversion
• Crea3ve
•
Minimizes
costs
&
waste
Eliminate
targe3ng
wrong
audience
Use
personalized
content
&
crea3ve
•
Enhances
customer
experience
• Offer
Cons3tuents
more
sa3sfied
when
receiving
package
Customize
case
for
giving
“just
right
for
me”
Use
predictors
to
target
custom
segments
with
custom
offer
&
crea?ve
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

66. Evaluate This Session!
Each
entry
is
a
chance
to
win
an
NTEN
engraved
iPad!
or
Online
using
#13NTCRungs
at
www.nten.org/ntc/eval