Post on 07-May-2015
description
27th March, 2013
CharityComms: Online Engagement Conference
How to take your supporters on a journey
Maybe try to…
Segment your supporter database and create targeted messages
Or in non tech speak…
Get personal
www.engagingnetworks.net
Getting personal
• Don’t make the mistake of treating everybody like everybody • Successful online fundraising and activism is all about building
relationships, which will help you to raise more money and campaign more effectively
• How do you build those relationships? By getting personal • And of way of doing this is through….
www.engagingnetworks.net
Ladders of engagement
If you know who your supporters are and segment based on interest or activity you can get your supporters to climb ‘ladders of engagement’
www.engagingnetworks.net
Ladders of engagement
If you don’t know know who your supporters it could be a slippery slope!
www.engagingnetworks.net
Formula to get personal
Segmentation + Relevance = Interaction (email opens, donations completed, actions taken, loyal supporters)
www.engagingnetworks.net
Data segments…
Are only useful if you plan to segment supporters and personalise content. Otherwise what’s the point? If you’ve decided to segment and personalise, what can you segment against?
www.engagingnetworks.net
Supporter interest
Segments can be used to customise content based on supporter interest Content that’s specific to a supporter’s interest becomes relevant
1. Segmentation on
www.engagingnetworks.net
Whales, seals, street dogs
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How can you find out what your supporters are interested in?
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How can you find out what your supporters are interested in?
• Ask them when they join • Surveys (including ‘action exit surveys’)
• Follow the types of actions they are taking
www.engagingnetworks.net
Engagement levels
• Segments can be used strategically to engage or re-engage supporters
• For example: a segment for lapsed supporters, a segment for supporters that have only made a single gift, taken one action in the last year, etc…
• Why? because the donor attrition rate of someone that makes
a single donation is 50% but it drops to 30% if a donor makes two gifts
2. Segmentation on
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Applying this theory
No previous donation
One off / previous donation
Monthly donor
Tip: test, test and test again!
Super supporters
• How do you treat super-activists? • Do you even know who they are in your database? • How do they become a super-activist for your organisation? • How do you keep them at that level when they get there? Perhaps
rewarding super-activists with free festival tickets and other kinds of volunteering opportunities will get them more engaged
• Give them special ‘asks’ (letter writing, meet MP, collect money) • Don’t forget offline support
www.engagingnetworks.net
Why are super supporters
important?
The more committed your supporters, the more money they give. Is your organization going the extra mile to support these donors?
Donor commitment score
A different ladder of engagement This time just for high level donors Could you score your donors?
Scoring could be vital
How to get your donors more committed?
• Follow up calls after donations
• Follow up surveys
• Make changes based on what they say
• Fix issues if they arise and apologise!
18% of people leave non-profits as they get poor service* In the commercial world, 38% of outbound marketing calls are for customer satisfaction or loyalty, against 1% for non-profit* * Source: 2012 Donor Voice National Study
A task
•Get into groups
•Pick an organisation that someone works for
•Think about some types of supporters you / they have or want to have
•Come up with a campaigning or fundraising ‘ask’ that is relevant to that supporter group
•Feed back
www.engagingnetworks.net
Who are your supporters?
•Super activists
•Lapsed donors
•Campaigners only •Interested in certain types of donation requests
•Interested in activity in their region •Interested in certain issues
•Came from certain sources
• Mobile?
www.engagingnetworks.net
Summary
• Data segments are only useful if you plan to segment supporters and personalise communication
• Segments can be used to customise content based on supporter interest
• Segments can be used strategically to engage or re-engage supporters based on previous activity
• Remember your super activists / super donors / super supporters and give them specific actions
• Try and get supporter onto ‘ladders of engagement’. This will lead to better results and higher supporter engagement
• You need the systems in place to measure and report all of this!