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How Many Rungs: SocialChange and the ExpandingEngagement Ladder#13NTCRungsLawrence Grodeska, Change.org, @LSGrodeskaLesley...
Where are you takingyour audience?                                                                     Photo: Italianjob17...
Which climbers?           How many rungs?                        How many ladders?                                        ...
The Atari 2600 ladder    Source: Beth Kanter                 How Many Rungs: Social Change & the Engagement Ladder | #13NT...
The “And… Action!” ladder Source: Priscilla Brisbane/Beth Kanter                      How Many Rungs: Social Change & the ...
Program-specific laddersSource: Beth Kanter                      How Many Rungs: Social Change & the Engagement Ladder | #...
Egyptian ladders    Source: Groundwire                How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Ladders of love       Source: Aliza Sherman             How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Lasso ladders   Source: LightBox Collaborative                   How Many Rungs: Social Change & the Engagement Ladder | #...
The Anti-ladder    Source: SSIR                   How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
A starting point.How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
A way to track progress.                                                                     Photo: MagnusVK/Flickr       ...
Clearly designated steps.                                                             Photo: Tim_Ellis/FlickrHow Many Rung...
A well-defined goal.                                                                     Photo: myklroventine/Flickr      ...
Email attrition is real	                                                                     	  	  	                      ...
Donor attrition is really real          	  	  	                                                            	  	  	        ...
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Many supporter entry points•  Website Signup                          •  Whitepapers   Form                               ...
 	  	  	  	  	  	  	                                                              	  	  How Many Rungs: Social Change & th...
Lots of fluxChange.org visitors in 2012:•  40% of Twitter visits were return users•  35% of Facebook visits were return use...
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
What’s Next      How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Final thoughts•    Embrace social media & slacktivism•    Use technology to make participation easy•    Track engagement &...
Online Fundraising 1.0                                                        • electronic equivalent of checks in        ...
What H                          Wh t I Have to Give                                      t Gi    • Time                   ...
What H                          Wh t I Have to Give                                      t Gi        Young Id li t        ...
What H                          Wh t I Have to Give                                      t Gi        Young Idealists      ...
What H                          Wh t I Have to Give                                      t Gi        Young Idealists      ...
Phases of E                    Ph      f Engagement                                       t                               ...
Phases of E                    Ph      f Engagement                                       t                               ...
Visualizing P bl        Vi   li i Problems & I                             Impact                                  t     V...
22,900,000         PEOPLE LIVING WITH         HIV/AIDS IN SUB SAHARAN                     SUB-SAHARAN         AFRICA© Razo...
22,900,000         PEOPLE LIVING WITH         HIV/AIDS IN SUB SAHARAN                     SUB-SAHARAN         AFRICA      ...
© Razoo Global Corporation 2013. All rights reserved.   11
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Give to the Max Day 2012                                         MINNESOTA        How Many Rungs: Social Change & the Enga...
Ladder of Engagement                                                                       NONPROFITS                     ...
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Engagement Calendar   MAIL        PHONE                  EMAIL                   WEB                  EVENTS              ...
Ongoing Engagement Afterthe Giving Day1.    THANK, thank, THANK your donors2.    Be creative about how you thank your     ...
Case	  Study:	  Large	  Membership	  Organiza3on	  RUNGS	  OF	  ENGAGEMENT	  |	  ANALYTICS	                         How Ma...
Nonprofit	  Membership	  Organiza3on	  Challenge:	  1.  Membership	  Renewal	     Determine	  how	  to	  allocate	  members...
Organiza3on	  Profile	  •  Mission	      •  Scien3fic	  associa3on	  with	  137,000	  members	  •  Services	      •    Scien...
Analy3cs	  |	  Regression	  Analysis	                                                                                     ...
Nonprofit	  Associa3on	  |	  Analy3cs	  	  Variable                                                  Direction   Coefficien...
Nonprofit	  Associa3on	  |	  Analy3cs	  	  Variable                                                  Direction   Coefficien...
Nonprofit	  Associa3on	  |	  Analy3cs	  	  Variable                                                  Direction   Coefficien...
Nonprofit	  Associa3on	  |	  Analy3cs	  	  Variable                                                  Direction   Coefficien...
Nonprofit	  Associa3on	  |	  Analy3cs	  	  Variable                                                  Direction   Coefficien...
Nonprofit	  Associa3on	  |	  Analy3cs	  	  Variable                                                  Direction   Coefficien...
 Model	  2:	  The	  Impact	  of	  the	  Outside	  Data	  Variables	        •  Though the overall importance of the outside...
 Model	  2:	  The	  Impact	  of	  the	  Outside	  Data	  Variables	        •  Though the overall importance of the outside...
 Model	  2:	  The	  Impact	  of	  the	  Outside	  Data	  Variables	        •  Though the overall importance of the outside...
 Model	  2:	  The	  Impact	  of	  the	  Outside	  Data	  Variables	        •  Though the overall importance of the outside...
 Model	  2:	  The	  Impact	  of	  the	  Outside	  Data	  Variables	        •  Though the overall importance of the outside...
Conclusion	  |	  Membership	  Renewal	  •  Membership	  Renewal	  Spend	      •  Focus	  on	  members’	  with	  prior	  me...
Other	  Examples	  •  Tradi3onal	  Recency,	  Frequency,	  Monetary	  predictors	  •  Engagement	  Ac3vi3es	  Impac3ng	  G...
Ac3ng	  on	  Predictors	  Process	                                                                                        ...
Evaluate This Session!        Each	  entry	  is	  a	  chance	  to	  win	  an	  NTEN	  engraved	  iPad!	  	  	  	  	  	  	 ...
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How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC

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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.

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How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC

  1. 1. How Many Rungs: SocialChange and the ExpandingEngagement Ladder#13NTCRungsLawrence Grodeska, Change.org, @LSGrodeskaLesley Mansford, Razoo, @RazooDana Nelson, GiveMN, @GiveMNJeffrey Patrick, Merkle, @MerkleCRMRobert Rosenthal, VolunteerMatch, @volmatchRobert
  2. 2. Where are you takingyour audience? Photo: Italianjob17/Flickr How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  3. 3. Which climbers? How many rungs? How many ladders? Photo: Scootie/Flickr How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  4. 4. The Atari 2600 ladder Source: Beth Kanter How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  5. 5. The “And… Action!” ladder Source: Priscilla Brisbane/Beth Kanter How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  6. 6. Program-specific laddersSource: Beth Kanter How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  7. 7. Egyptian ladders Source: Groundwire How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  8. 8. Ladders of love Source: Aliza Sherman How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  9. 9. Lasso ladders Source: LightBox Collaborative How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  10. 10. The Anti-ladder Source: SSIR How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  11. 11. A starting point.How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  12. 12. A way to track progress. Photo: MagnusVK/Flickr How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  13. 13. Clearly designated steps. Photo: Tim_Ellis/FlickrHow Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  14. 14. A well-defined goal. Photo: myklroventine/Flickr How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  15. 15. Email attrition is real               Source:  2013  eNonprofit  Benchmarks  Study     How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  16. 16. Donor attrition is really real             Source:  2011  Fundraising  Effec?veness  Project   How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  17. 17. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  18. 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. 19.                    How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs *
  20. 20. Lots of fluxChange.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 usersNew 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. 21. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  22. 22. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  23. 23. What’s Next How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  24. 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. 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. 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. 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. 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. 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. 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. 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. 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. 33. 22,900,000 PEOPLE LIVING WITH HIV/AIDS IN SUB SAHARAN SUB-SAHARAN AFRICA© Razoo Global Corporation 2013. All rights reserved. 9
  34. 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. 35. © Razoo Global Corporation 2013. All rights reserved. 11
  36. 36. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  37. 37. Give to the Max Day 2012 MINNESOTA How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  38. 38. Ladder of Engagement NONPROFITS Via webinars/social mediaü Promote  mobile  &  scheduled  dona3ons   enewsletter/blogü Promote  their  page  via  social  media   Via live webinars and archived training on our blogü 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 trainingsü Claim  admin  access   with community partnersü Verify  their  nonprofit   How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  39. 39. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  40. 40. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  41. 41. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  42. 42. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  43. 43. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  44. 44. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  45. 45. How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  46. 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. 47. Ongoing Engagement Afterthe Giving Day1.  THANK, thank, THANK your donors2.  Be creative about how you thank your donors – have fun and be memorable3.  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. 48. Case  Study:  Large  Membership  Organiza3on  RUNGS  OF  ENGAGEMENT  |  ANALYTICS   How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
  49. 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. 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. 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. 52. Nonprofit  Associa3on  |  Analy3cs    Variable Direction Coefficient Importanc eIntercept -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 3Industry = 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. 53. Nonprofit  Associa3on  |  Analy3cs    Variable Direction Coefficient Importanc eIntercept -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 3Industry = 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. 54. Nonprofit  Associa3on  |  Analy3cs    Variable Direction Coefficient Importanc eIntercept -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 3Industry = 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. 55. Nonprofit  Associa3on  |  Analy3cs    Variable Direction Coefficient Importanc eIntercept -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 3Industry = 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. 56. Nonprofit  Associa3on  |  Analy3cs    Variable Direction Coefficient Importanc eIntercept -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 3Industry = 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. 57. Nonprofit  Associa3on  |  Analy3cs    Variable Direction Coefficient Importanc eIntercept -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 3Industry = 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. 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. 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. 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. 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. 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. 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. 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. 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. 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  

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