Cross-Channel Donor Engagement

#DPro2012

Creating a Strategy to Build Relationships Online

WHAT’S SO SPECIAL ABOUT COMMUNICATIONS TODAY?

• Real-Time• Public• Shareable• Multi-directional• Personal

THIS IS A PARTY.

How does it fit: Connections

How does it fit: Content

WHAT’S MULTICHANNEL THEN?

WHERE DO YOU START?

ACT I: WHO’S YOUR COMMUNITY?

COMMUNITY

Flickr: efleming

NETWORK

Flickr: thefangmonster

CROWD

Flickr: SashaW

COMMUNITY MAPPING

STEP 1: GROUPS

Questions to ask:Do different programs or departments connect with different groups?Do services or products target different groups?How would you describe your community or audience to someone unfamiliar with your work, and if it is relevant to them?

STEP 2: GOALS

Questions to ask:Why does the community continuing needing your services, programs or work?What is in it for others to participate?

-----What do you need help with or involvement from the community to do?How can your work improve with engagement?

STEP 3: TOOLS

Questions to ask:Where does this group already talk or engage online?Which tools are most appropriate to the kind of message or content?What kind of engagement is required to match the goals?

COMMUNITY MAPPING TEMPLATE

Get this template! http://bit.ly/DIYcommunity

BONUS: DATA

What do you need?Are you pointing people to places where they can sign up directly with you?Which tools allow you to access the supporter data?What will you do to follow up and engage – remember, opt-in first!

ACT II: WHAT TO TALK ABOUT?

CONTENT PLANNING

STEP 1: CONTENT

Examples:Program or service updates/changesStaff announcementsJobs Volunteer opportunitiesFundraisersEvents

STEP 2: GOALS

Examples:Increase visibility of the organizationIncrease participationRaise fundsBuild leadershipFind sponsors or partnersRecruit volunteersBuild community

STEP 3: OUTLETS

Examples:Newsletter or mailingEmail newsletterTwitterFacebookLinkedInWebsiteBlog

CONTENT PLANNING TEMPLATE

Get this template! http://bit.ly/DIYtemplate

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

ACT III: USE THE DATA

GOOGLE ANALYTICS

SEGMENTSExamples:• Subject lines.• Layout, graphics, font sizes.• Donation page landing flows.• Number of donation form fields. • Fundraising copy in the main

message, headlines, and form fields including the submit button.

• Donation amounts.• Placement of donation asks in the

fundraising appeal.

• Deadlines.• Matching gifts.• Appeals from celebrities.• The text that makes up tweets,

Facebook updates, and text messages with calls to donate.

• Length and phrasing of tweets, Facebook updates, and text messages.

• Time of day and days of the week that donation appeals are sent.

AUTOMATE & SCHEDULE

FINALE: WHAT WORKS?

TELL 1 STORY

ADD PEER PRESSURE

CREATE CONTINUITY

AudienceObjective

One Wayemail

search engineads

SocialListening

ConversationConnecting

HomebaseWeb Site

• 100 Park Closures Imminent• 500 Facebook Fans• Mostly Direct Mail Supports

New Strategy:Reach younger supporters to prepare for a ballot initiative to protect California parks.

CREATE CONTINUITY

Recruit 5,000 new Facebook

fans in one month

One Wayemail

direct mailads

SocialFacebookYouTube

HomebaseWeb Site

INTEGRATED STRATEGY

Home BaseWeb site redesign

to emphasize:• Petition• Facebook• Donations

One Way“Urgent Grams”

to:• High Dollar

Donors• Other Members• Prospects

Social• Facebook

Welcome Page• Fan Videos on

YouTube

INTEGRATED STRATEGY

LOOK & FEEL

RESULTS

• $950,000 Raised• $300,000 Online

• Tough to track specifically to social media

• 46% of that came from supporters new to CSPF• Email list size grew in tandem with Facebook

Fans, suggesting that they are highly related• Ballot initiative campaign is now live

RESULTS

THANKS! AmySampleWard.orgNTEN.org SocialBySocial.com

@AmyRSWard

amy@nten.orgamy@amysampleward.org

RESOURCESTemplates:Community Map Template: http://bit.ly/DIYcommunity Content Map Template: http://bit.ly/DIYtemplate Metrics Template: http://bit.ly/DIYmetrics

Books & Collections:Social Change Anytime Everywhere: Available in January 2013We Are Media: http://wearemedia.org Social by Social: http://socialbysocial.com #SOCIALMEDIA NONPROFIT tweet Book01: http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.phpManaging Technology to Meet Your Mission: http://www.amazon.com/Managing-Technology-Meet-Your-Mission/

RESOURCES http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organization/http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-your-base/http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.htmlhttp://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-

systems-smms/ http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-

the-difference-and-the-opportunity/http://amysampleward.org/2011/03/07/slacktivism-turning-a-“like”-into-lasting-

change/http://amysampleward.org/2010/05/07/guest-post-on-online-community-report-

sustainable-community-building/ http://amysampleward.org/2009/08/06/online-community-building-gardening-vs-

landscaping/