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Transcript of Building the Ladder of Engagement with Salesforce - Minneapolis Nonprofit Salesforce User Group...
#SoapboxEngage
Complete the path to the ladder of engagement
Online strategies and integrationexamples with Salesforce
Ryan W. OzimekCEO, Soapbox Engage
January 28, 2015
Wednesday, February 4, 15
#SoapboxEngage
#1
Understanding the concept of the ladder of engagement to build your own conversion funnel for supporters.
Wednesday, February 4, 15
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#2
Identifying the steps within your organization’s engagement ladder to encourage movement of supporters.
Wednesday, February 4, 15
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#3
Crystal clear understanding of examples and how this can be translated to
working with Salesforce.com.
Wednesday, February 4, 15
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#4
I like burritos.Like really, really, really like burritos.
Where are the burritos?
Wednesday, February 4, 15
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Bonus takeaways!
• Learn the key demographics of today’s online fundraising
Wednesday, February 4, 15
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Bonus takeaways!
• Learn the key demographics of today’s online fundraising
• Actual examples and tactics for building online engagement on-ramps.
Wednesday, February 4, 15
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Agenda
• Big picture and motivation
• Online ladder of engagement
• Demographics
• Preparation and discovery
• Tactics and examples
• Questions and answers
Wednesday, February 4, 15
#SoapboxEngage
Agenda
•Big picture and motivation
• Online ladder of engagement
• Demographics
• Preparation and discovery
• Tactics and examples
• Questions and answers
Wednesday, February 4, 15
#SoapboxEngage
What makes people take action?
motivation + passion =
actionable goodness
Wednesday, February 4, 15
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Their findings
• Carrots and sticks do work, but...
• Really works only when the task required utilizes rudimentary cognitive skills
Wednesday, February 4, 15
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Their findings
• Carrots and sticks do work, but...
• Really works only when the task required utilizes rudimentary cognitive skills
• Even crazier...
Wednesday, February 4, 15
#SoapboxEngage
Their findings
• Carrots and sticks do work, but...
• Really works only when the task required utilizes rudimentary cognitive skills
• Even crazier...
• At some point, when you provide higher monetary rewards for more critical thinking tasks, you actually start to get worse results
Wednesday, February 4, 15
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Personal alignment
How can we align this with online
engagement?
Wednesday, February 4, 15
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Agenda
• The big picture and motivation
•Online ladder of engagement
• Demographics
• Preparation and discovery
• Tactics and examples
• Questions and answers
Wednesday, February 4, 15
#SoapboxEngage
Business analog
• Leads (qualification process)
• Opportunities (closing deals)
Wednesday, February 4, 15
#SoapboxEngage
Business analog
• Leads (qualification process)
• Opportunities (closing deals)
• Prospecting (10%)
Wednesday, February 4, 15
#SoapboxEngage
Business analog
• Leads (qualification process)
• Opportunities (closing deals)
• Prospecting (10%)
• Qualification (20%)
Wednesday, February 4, 15
#SoapboxEngage
Business analog
• Leads (qualification process)
• Opportunities (closing deals)
• Prospecting (10%)
• Qualification (20%)
• Needs Analysis (30%)
Wednesday, February 4, 15
#SoapboxEngage
Business analog
• Leads (qualification process)
• Opportunities (closing deals)
• Prospecting (10%)
• Qualification (20%)
• Needs Analysis (30%)
• Value Proposition (50%)
Wednesday, February 4, 15
#SoapboxEngage
Business analog
• Leads (qualification process)
• Opportunities (closing deals)
• Prospecting (10%)
• Qualification (20%)
• Needs Analysis (30%)
• Value Proposition (50%)
• Identify decision makers (60%)
Wednesday, February 4, 15
#SoapboxEngage
Business analog
• Leads (qualification process)
• Opportunities (closing deals)
• Prospecting (10%)
• Qualification (20%)
• Needs Analysis (30%)
• Value Proposition (50%)
• Identify decision makers (60%)
• Proposal (80%)
Wednesday, February 4, 15
#SoapboxEngage
Business analog
• Leads (qualification process)
• Opportunities (closing deals)
• Prospecting (10%)
• Qualification (20%)
• Needs Analysis (30%)
• Value Proposition (50%)
• Identify decision makers (60%)
• Proposal (80%)
• Negotiation (90%)
Wednesday, February 4, 15
#SoapboxEngage
Business analog
• Leads (qualification process)
• Opportunities (closing deals)
• Prospecting (10%)
• Qualification (20%)
• Needs Analysis (30%)
• Value Proposition (50%)
• Identify decision makers (60%)
• Proposal (80%)
• Negotiation (90%)
• Closed won! (100%)
Wednesday, February 4, 15
#SoapboxEngage
Business analog
• Leads (qualification process)
• Opportunities (closing deals)
• Prospecting (10%)
• Qualification (20%)
• Needs Analysis (30%)
• Value Proposition (50%)
• Identify decision makers (60%)
• Proposal (80%)
• Negotiation (90%)
• Closed won! (100%)
Wednesday, February 4, 15
#SoapboxEngage
Is this really how it works?
• multiple on-ramps can change the starting line
Wednesday, February 4, 15
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Is this really how it works?
• multiple on-ramps can change the starting line
• social media
Wednesday, February 4, 15
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Is this really how it works?
• multiple on-ramps can change the starting line
• social media
• press
Wednesday, February 4, 15
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Is this really how it works?
• multiple on-ramps can change the starting line
• social media
• press
• word of mouth
Wednesday, February 4, 15
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Is this really how it works?
• multiple on-ramps can change the starting line
• social media
• press
• word of mouth
• email marketing
Wednesday, February 4, 15
#SoapboxEngage
Is this really how it works?
• multiple on-ramps can change the starting line
• social media
• press
• word of mouth
• email marketing
• paid advertising.
Wednesday, February 4, 15
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Is this really how it works?
• different requirements for different prospects
Wednesday, February 4, 15
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Is this really how it works?
• different requirements for different prospects
• white papers
Wednesday, February 4, 15
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Is this really how it works?
• different requirements for different prospects
• white papers
• success stories
Wednesday, February 4, 15
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Is this really how it works?
• different requirements for different prospects
• white papers
• success stories
• third-party validation from clients
Wednesday, February 4, 15
#SoapboxEngage
Is this really how it works?
• different requirements for different prospects
• white papers
• success stories
• third-party validation from clients
• research papers
Wednesday, February 4, 15
#SoapboxEngage
Is this really how it works?
• different requirements for different prospects
• white papers
• success stories
• third-party validation from clients
• research papers
• executive vision.
Wednesday, February 4, 15
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Is this really how it works?
What we think it is
What it actually is
Wednesday, February 4, 15
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Alignment with our sector
How does this relate to us in non-profits?
Wednesday, February 4, 15
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Alignment with our sector
Let’s look at our pipeline process
Wednesday, February 4, 15
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5 step ladder of engagement
• Happy bystanders (Listen)
• Spreaders (Share)
Wednesday, February 4, 15
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5 step ladder of engagement
• Happy bystanders (Listen)
• Spreaders (Share)
• Donors (Money)
Wednesday, February 4, 15
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5 step ladder of engagement
• Happy bystanders (Listen)
• Spreaders (Share)
• Donors (Money)
• Evangelists (Solicit)
Wednesday, February 4, 15
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5 step ladder of engagement
• Happy bystanders (Listen)
• Spreaders (Share)
• Donors (Money)
• Evangelists (Solicit)
• Instigators (Create)
Wednesday, February 4, 15
#SoapboxEngage
5 step ladder of engagement
• Happy bystanders (Listen)
• Spreaders (Share)
• Donors (Money)
• Evangelists (Solicit)
• Instigators (Create)
Wednesday, February 4, 15
#SoapboxEngage
5 step ladder of engagement
• Happy bystanders (Listen)
• Spreaders (Share)
• Donors (Money)
• Evangelists (Solicit)
• Instigators (Create)
Thanks to Beth Kanter!
Wednesday, February 4, 15
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Ladder of engagement
But does this fit every supporter
model?
Wednesday, February 4, 15
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Different goals
• Increase fundraising
• Shape legislation
• Build community
Wednesday, February 4, 15
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Different goals
• Increase fundraising
• Shape legislation
• Build community
• Serve beneficiaries.
Wednesday, February 4, 15
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Different mediums and channels
• Online
• social media
Wednesday, February 4, 15
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Different mediums and channels
• Online
• social media
• Offline
Wednesday, February 4, 15
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Different mediums and channels
• Online
• social media
• Offline
• direct mail marketing
Wednesday, February 4, 15
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Different mediums and channels
• Online
• social media
• Offline
• direct mail marketing
• phone
Wednesday, February 4, 15
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Different mediums and channels
• Online
• social media
• Offline
• direct mail marketing
• phone
• in-person.
Wednesday, February 4, 15
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Marketing
• Goals
• Spread message across different channels
Wednesday, February 4, 15
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Marketing
• Goals
• Spread message across different channels
• Direct viewers to action elements (landing pages)
Wednesday, February 4, 15
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Marketing
• Goals
• Spread message across different channels
• Direct viewers to action elements (landing pages)
• Track original sources
Wednesday, February 4, 15
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Marketing
• Goals
• Spread message across different channels
• Direct viewers to action elements (landing pages)
• Track original sources
• How?
Wednesday, February 4, 15
#SoapboxEngage
Marketing
• Goals
• Spread message across different channels
• Direct viewers to action elements (landing pages)
• Track original sources
• How?
Wednesday, February 4, 15
#SoapboxEngage
Marketing
• Goals
• Spread message across different channels
• Direct viewers to action elements (landing pages)
• Track original sources
• How?
• Social media
Wednesday, February 4, 15
#SoapboxEngage
Marketing
• Goals
• Spread message across different channels
• Direct viewers to action elements (landing pages)
• Track original sources
• How?
• Social media
• Other?
Wednesday, February 4, 15
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Action
• Goals
• Get people to take the intended action
• sign a petition, make a donation, become a volunteer
Wednesday, February 4, 15
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Action
• Goals
• Get people to take the intended action
• sign a petition, make a donation, become a volunteer
• Assign people to a ladder of engagement
Wednesday, February 4, 15
#SoapboxEngage
Action
• Goals
• Get people to take the intended action
• sign a petition, make a donation, become a volunteer
• Assign people to a ladder of engagement
• How?
Wednesday, February 4, 15
#SoapboxEngage
Action
• Goals
• Get people to take the intended action
• sign a petition, make a donation, become a volunteer
• Assign people to a ladder of engagement
• How?
• Landing pages
Wednesday, February 4, 15
#SoapboxEngage
Action
• Goals
• Get people to take the intended action
• sign a petition, make a donation, become a volunteer
• Assign people to a ladder of engagement
• How?
• Landing pages
• Assign values or codes to landing page actions
Wednesday, February 4, 15
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Action
• Goals
• Get people to take the intended action
• sign a petition, make a donation, become a volunteer
• Assign people to a ladder of engagement
• How?
• Landing pages
• Assign values or codes to landing page actions
• Other?
Wednesday, February 4, 15
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Next action
• Goals
• Provide clear direction for the person’s next step
Wednesday, February 4, 15
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Next action
• Goals
• Provide clear direction for the person’s next step
• sign-up for a mailing list, make a donation, etc
Wednesday, February 4, 15
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Next action
• Goals
• Provide clear direction for the person’s next step
• sign-up for a mailing list, make a donation, etc
• Spread the word
Wednesday, February 4, 15
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Next action
• Goals
• Provide clear direction for the person’s next step
• sign-up for a mailing list, make a donation, etc
• Spread the word
• How
Wednesday, February 4, 15
#SoapboxEngage
Next action
• Goals
• Provide clear direction for the person’s next step
• sign-up for a mailing list, make a donation, etc
• Spread the word
• How
• Social sharing
Wednesday, February 4, 15
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Next action
• Goals
• Provide clear direction for the person’s next step
• sign-up for a mailing list, make a donation, etc
• Spread the word
• How
• Social sharing
• Additional landing pages
Wednesday, February 4, 15
#SoapboxEngage
Next action
• Goals
• Provide clear direction for the person’s next step
• sign-up for a mailing list, make a donation, etc
• Spread the word
• How
• Social sharing
• Additional landing pages
• Obvious buttons and language.
Wednesday, February 4, 15
#SoapboxEngage
How to build your own ladders
• Start by thinking about your online personas
Wednesday, February 4, 15
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How to build your own ladders
• Start by thinking about your online personas
• Focus on 3-5 maximum ladders
Wednesday, February 4, 15
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How to build your own ladders
• Start by thinking about your online personas
• Focus on 3-5 maximum ladders
• Keep ladder steps simple
Wednesday, February 4, 15
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How to build your own ladders
• Start by thinking about your online personas
• Focus on 3-5 maximum ladders
• Keep ladder steps simple
• Create a single goal for each ladder.
Wednesday, February 4, 15
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How to measure your success
• Consider giving point values for each engagement ladder’s steps
Wednesday, February 4, 15
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How to measure your success
• Consider giving point values for each engagement ladder’s steps
• Record this data in Salesforce.com
Wednesday, February 4, 15
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How to measure your success
• Consider giving point values for each engagement ladder’s steps
• Record this data in Salesforce.com
• Automate the reporting of it
Wednesday, February 4, 15
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How to measure your success
• Consider giving point values for each engagement ladder’s steps
• Record this data in Salesforce.com
• Automate the reporting of it
• Provide automated messaging to encourage your community up the next step.
Wednesday, February 4, 15
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Ladder of engagement
There likely isn’t a one size fits all
ladder of engagement
Wednesday, February 4, 15
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Agenda
• Big picture and motivation
• Online ladder of engagement
•Demographics
• Preparation and discovery
• Tactics and examples
• Questions and answers
Wednesday, February 4, 15
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Demographics - generational
• Oldest generation: 79% donated in 2011
Wednesday, February 4, 15
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Demographics - generational
• Oldest generation: 79% donated in 2011
• Baby boomers: 67%
Wednesday, February 4, 15
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Demographics - generational
• Oldest generation: 79% donated in 2011
• Baby boomers: 67%
• Gen X donors: 58%
Wednesday, February 4, 15
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Demographics - generational
• Oldest generation: 79% donated in 2011
• Baby boomers: 67%
• Gen X donors: 58%
• ...what about the youngest generation?
Wednesday, February 4, 15
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Demographics - generational
• Generation Y are born givers...
Wednesday, February 4, 15
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Demographics - generational
• Generation Y are born givers...
• 80% of gave either fiscally or with goods in 2011
Wednesday, February 4, 15
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Demographics - generational
• Generation Y are born givers...
• 80% of gave either fiscally or with goods in 2011
• 70% educated peers on a cause
Wednesday, February 4, 15
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Demographics - generational
• Generation Y are born givers...
• 80% of gave either fiscally or with goods in 2011
• 70% educated peers on a cause
• 68% volunteered
Wednesday, February 4, 15
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Demographics - generational
• Generation Y are born givers...
• 80% of gave either fiscally or with goods in 2011
• 70% educated peers on a cause
• 68% volunteered
• 56% fundraised
Wednesday, February 4, 15
#SoapboxEngage
Demographics - generational
• Generation Y are born givers...
• 80% of gave either fiscally or with goods in 2011
• 70% educated peers on a cause
• 68% volunteered
• 56% fundraised
• 49% joined/created online social networking group based on social good
Wednesday, February 4, 15
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Demographics - generational
• Generation Y are born givers...
• 80% of gave either fiscally or with goods in 2011
• 70% educated peers on a cause
• 68% volunteered
• 56% fundraised
• 49% joined/created online social networking group based on social good
• 35% texted donations, voted, or organized
Wednesday, February 4, 15
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The generational takeaway
• “As Gen X and Y age and donate more, and Boomers and elders become more familiar with technology, the future of giving will go digital.”
- University of North Carolina
Wednesday, February 4, 15
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Online donors more valuable
• Donors that have their originating solicitation online give on average $62, versus $32 from those that are solicited via mail.
Wednesday, February 4, 15
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Bottom line
• online giving is continuing to grow
• it has strong potential for higher future donations
Wednesday, February 4, 15
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Bottom line
• online giving is continuing to grow
• it has strong potential for higher future donations
• younger generations are having more of their first donations online with an organization
Wednesday, February 4, 15
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Bottom line
• online giving is continuing to grow
• it has strong potential for higher future donations
• younger generations are having more of their first donations online with an organization
• engaging younger generation donors via multiple, non-fundraising channels can likely increase future fundraising rates.
Wednesday, February 4, 15
#SoapboxEngage
Agenda
• Big picture and motivation
• Strategy and the online ladder of engagement
• Demographics
•Preparation and discovery
• Tactics and examples
• Questions and answers
Wednesday, February 4, 15
#SoapboxEngage
Create online personas
• List your audiences, drill deep
• Aim for your online influentials
Wednesday, February 4, 15
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Create online personas
• List your audiences, drill deep
• Aim for your online influentials
• Avoid the org chart
Wednesday, February 4, 15
#SoapboxEngage
Create online personas
• List your audiences, drill deep
• Aim for your online influentials
• Avoid the org chart
• Make it clear where personas should start
Wednesday, February 4, 15
#SoapboxEngage
Create online personas
• List your audiences, drill deep
• Aim for your online influentials
• Avoid the org chart
• Make it clear where personas should start
• Give clear calls-to-action.
Wednesday, February 4, 15
#SoapboxEngage
Agenda
• The big picture and motivation
• Online ladder of engagement
• Demographics
• Preparation and discovery
•Tactics and examples
• Questions and answers
Wednesday, February 4, 15
#SoapboxEngage
The holy grail?
• Predefined values...
• Insight into your donor’s history...
Wednesday, February 4, 15
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The holy grail?
• Predefined values...
• Insight into your donor’s history...
• Call to action based on past giving history.
Wednesday, February 4, 15
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7 long steps to giving a donation
1. register for an account
Wednesday, February 4, 15
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7 long steps to giving a donation
1. register for an account
2. open email to confirm registration
Wednesday, February 4, 15
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7 long steps to giving a donation
1. register for an account
2. open email to confirm registration
3. sign-in
Wednesday, February 4, 15
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7 long steps to giving a donation
1. register for an account
2. open email to confirm registration
3. sign-in
4. fill-out donation form
Wednesday, February 4, 15
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7 long steps to giving a donation
1. register for an account
2. open email to confirm registration
3. sign-in
4. fill-out donation form
5. go to shopping cart
Wednesday, February 4, 15
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7 long steps to giving a donation
1. register for an account
2. open email to confirm registration
3. sign-in
4. fill-out donation form
5. go to shopping cart
6. fill-out credit card information
Wednesday, February 4, 15
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7 long steps to giving a donation
1. register for an account
2. open email to confirm registration
3. sign-in
4. fill-out donation form
5. go to shopping cart
6. fill-out credit card information
7. grab a water after the exercise
Wednesday, February 4, 15
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3 easy steps to giving happiness
1. fill-out donation page
2. smile that you’ve done good for the world
Wednesday, February 4, 15
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3 easy steps to giving happiness
1. fill-out donation page
2. smile that you’ve done good for the world
3. take another action.
Wednesday, February 4, 15
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Kill the shopping cart, always?
One exception to the rule...
Wednesday, February 4, 15
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Mobile giving skyrocketing
• Up until 2010: ~ $1MM
• After the Haiti earthquake: $50MM.
Wednesday, February 4, 15
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The mobile challenge...
• There’s a good chance you don’t have...
Wednesday, February 4, 15
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The mobile challenge...
• There’s a good chance you don’t have...
• one of the worst natural disasters in the Western Hemisphere
Wednesday, February 4, 15
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The mobile challenge...
• There’s a good chance you don’t have...
• one of the worst natural disasters in the Western Hemisphere
• two US presidents personally supporting you
Wednesday, February 4, 15
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The mobile challenge...
• There’s a good chance you don’t have...
• one of the worst natural disasters in the Western Hemisphere
• two US presidents personally supporting you
• entire phone companies making it easy to give.
Wednesday, February 4, 15
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The mobile challenge...
• You can still make it easier to give by...
Wednesday, February 4, 15
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The mobile challenge...
• You can still make it easier to give by...
• thinking mobile giving at events
Wednesday, February 4, 15
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The mobile challenge...
• You can still make it easier to give by...
• thinking mobile giving at events
• building “responsive” mobile-friendly designs.
Wednesday, February 4, 15
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Providing multiple on-ramps
• follows from the online engagement ladder
Wednesday, February 4, 15
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Providing multiple on-ramps
• follows from the online engagement ladder
• can include a variety of activities, like...
Wednesday, February 4, 15
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Providing multiple on-ramps
• follows from the online engagement ladder
• can include a variety of activities, like...
• newsletter sign-up
Wednesday, February 4, 15
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Providing multiple on-ramps
• follows from the online engagement ladder
• can include a variety of activities, like...
• newsletter sign-up
• event registration, attendance
Wednesday, February 4, 15
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Providing multiple on-ramps
• follows from the online engagement ladder
• can include a variety of activities, like...
• newsletter sign-up
• event registration, attendance
• advocacy (i.e. write your representative, petition signing).
Wednesday, February 4, 15
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Complete the path
$Petitions
WebContent
Events
NewsletterSign-ups
MassEmail
VolunteerSign-ups
SupporterSelf-Service
ApplicationsOne-timeDonations
SustainingDonations
Shop
Acquisition Marketing Conversion
Wednesday, February 4, 15
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Providing multiple on-ramps
• New organization started in Sept 2011
Wednesday, February 4, 15
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Providing multiple on-ramps
• New organization started in Sept 2011
• Sponsored by Auburn Seminary in NYC
Wednesday, February 4, 15
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Providing multiple on-ramps
• New organization started in Sept 2011
• Sponsored by Auburn Seminary in NYC
• “To combat hate and build love in response to violence against Muslim and Sikh Americans.”
Wednesday, February 4, 15
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Providing multiple on-ramps
• New organization started in Sept 2011
• Sponsored by Auburn Seminary in NYC
• “To combat hate and build love in response to violence against Muslim and Sikh Americans.”
• “We provide avenues for people of all faiths and walks of life to take strategic social action around shared moral imperatives.”
Wednesday, February 4, 15
#SoapboxEngage
Providing multiple on-ramps
• New organization started in Sept 2011
• Sponsored by Auburn Seminary in NYC
• “To combat hate and build love in response to violence against Muslim and Sikh Americans.”
• “We provide avenues for people of all faiths and walks of life to take strategic social action around shared moral imperatives.”
• Needed to hit the ground running.
Wednesday, February 4, 15
#SoapboxEngage
Top 5 results for Groundswell
• Organization starts on Sept 11, 2011 with 20,000 supporters
Wednesday, February 4, 15
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Top 5 results for Groundswell
• Organization starts on Sept 11, 2011 with 20,000 supporters
• Doubles to 40,000 supporters in 2 months
Wednesday, February 4, 15
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Top 5 results for Groundswell
• Organization starts on Sept 11, 2011 with 20,000 supporters
• Doubles to 40,000 supporters in 2 months
• Receives 25,000-35,000 petition actions/month
Wednesday, February 4, 15
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Top 5 results for Groundswell
• Organization starts on Sept 11, 2011 with 20,000 supporters
• Doubles to 40,000 supporters in 2 months
• Receives 25,000-35,000 petition actions/month
• On pace for 100,000 supporters by year’s end
Wednesday, February 4, 15
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Top 5 results for Groundswell
• Organization starts on Sept 11, 2011 with 20,000 supporters
• Doubles to 40,000 supporters in 2 months
• Receives 25,000-35,000 petition actions/month
• On pace for 100,000 supporters by year’s end
• 5x increase in potential donor pool in just 1.5 years based solely on ladder of engagement principles.
Wednesday, February 4, 15
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The path for Groundswell
• Compelling story (motivation)
• Sign the petition (action)
Wednesday, February 4, 15
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The path for Groundswell
• Compelling story (motivation)
• Sign the petition (action)
• Give money (financial contribution)
Wednesday, February 4, 15
#SoapboxEngage
The path for Groundswell
• Compelling story (motivation)
• Sign the petition (action)
• Give money (financial contribution)
• Social networking (sharing).
Wednesday, February 4, 15
#SoapboxEngage
Brand consistency
• Keep your design and brand the same through all your touch points
Wednesday, February 4, 15
#SoapboxEngage
Brand consistency
• Keep your design and brand the same through all your touch points
Wednesday, February 4, 15
#SoapboxEngage
Brand consistency
• Keep your design and brand the same through all your touch points
Wednesday, February 4, 15
#SoapboxEngage
Brand consistency
• Keep your design and brand the same through all your touch points
• website
Wednesday, February 4, 15
#SoapboxEngage
Brand consistency
• Keep your design and brand the same through all your touch points
• website
• blog
Wednesday, February 4, 15
#SoapboxEngage
Brand consistency
• Keep your design and brand the same through all your touch points
• website
• blog
• call to action
Wednesday, February 4, 15
#SoapboxEngage
Brand consistency
• Keep your design and brand the same through all your touch points
• website
• blog
• call to action
• donation page.
Wednesday, February 4, 15
#SoapboxEngage
Avoid the data silos
• Email marketing
• CRM
• Fundraising service
Wednesday, February 4, 15
#SoapboxEngage
Avoid the data silos
• Email marketing
• CRM
• Fundraising service
• Spreadsheets
Wednesday, February 4, 15
#SoapboxEngage
Avoid the data silos
• Email marketing
• CRM
• Fundraising service
• Spreadsheets
• Outlook email
Wednesday, February 4, 15
#SoapboxEngage
Avoid the data silos
• Email marketing
• CRM
• Fundraising service
• Spreadsheets
• Outlook email
• Someone’s yellow stickies.
Wednesday, February 4, 15
#SoapboxEngage
Avoid the data silos
• How to avoid the data silos?
• Use tools that build bridges with open data models
• And one great example...
Wednesday, February 4, 15
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Bringing all the tools together
• Get that Salesforce.com fired up!
Wednesday, February 4, 15
#SoapboxEngage
Bringing all the tools together
• Get that Salesforce.com fired up!
• donor gives online
Wednesday, February 4, 15
#SoapboxEngage
Bringing all the tools together
• Get that Salesforce.com fired up!
• donor gives online
• real-time transaction
Wednesday, February 4, 15
#SoapboxEngage
Bringing all the tools together
• Get that Salesforce.com fired up!
• donor gives online
• real-time transaction
• data stored directly into system
Wednesday, February 4, 15
#SoapboxEngage
Bringing all the tools together
• Get that Salesforce.com fired up!
• donor gives online
• real-time transaction
• data stored directly into system
• email response auto-generated
Wednesday, February 4, 15
#SoapboxEngage
Bringing all the tools together
• Get that Salesforce.com fired up!
• donor gives online
• real-time transaction
• data stored directly into system
• email response auto-generated
• drip marketing depending on cycle of donor begins.
Wednesday, February 4, 15
#SoapboxEngage
Bringing all the tools together
• different call to action made on thank you page
Wednesday, February 4, 15
#SoapboxEngage
Bringing all the tools together
• different call to action made on thank you page
• pre-built reports show real-time data
Wednesday, February 4, 15
#SoapboxEngage
Bringing all the tools together
• different call to action made on thank you page
• pre-built reports show real-time data
• dashboard available
Wednesday, February 4, 15
#SoapboxEngage
Bringing all the tools together
• different call to action made on thank you page
• pre-built reports show real-time data
• dashboard available
• scoring and rewards for fundraisers
Wednesday, February 4, 15
#SoapboxEngage
Bringing all the tools together
• different call to action made on thank you page
• pre-built reports show real-time data
• dashboard available
• scoring and rewards for fundraisers
• share the donation online, have donor get more donors
Wednesday, February 4, 15
#SoapboxEngage
Bringing all the tools together
• different call to action made on thank you page
• pre-built reports show real-time data
• dashboard available
• scoring and rewards for fundraisers
• share the donation online, have donor get more donors
• the virtuous cycle continues!
Wednesday, February 4, 15
#SoapboxEngage
Whew! What did we cover?
• Big picture and motivation
• Online ladder of engagement
• Demographics
• Preparation and discovery
• Tactics and examples
• Questions and answers
Wednesday, February 4, 15
#SoapboxEngage
More questions? Contact me...
Ryan OzimekPICnet
Twitter: @cozimek
Wednesday, February 4, 15