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Integration afternoon 1 intro 6 july 2010
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Transcript of Integration afternoon 1 intro 6 july 2010
Save the Children
Toolkit
Quest and Barriers
Supporter Experiences
Motivations and Values
Integration: What it Means
Emotions in Decision-making
Influencing and Social Psychology
Opportunities
Influencing and Social Psychology
PlanningTools
Table Talk
Integrating Fundraising and Campaigning
• Becoming a Campaigning Organisation?
• Connecting Supporters to Mission?
• Making a Difference
We are changing
And our supporters are changing
Dorothy Donor
Susan Supporter
Valley of Death!
Integration: Why do it?
• Brand re-positioning
• Fundraising goals
• Supporter acquisition
• Public support to leverage advocacy
• Consumer/public pressure on specific targets
• Supporters want involvement
What Integration offers
• Involvement and experience for supporters
• Connection and loyalty (supporter retention)
• People power (leverage for advocacy)
• Brand focus and focused communications
• Organisational catalyst
• Improved ways of working
• Fun
Transformational connection
Low value
High valueSingle product
Multi productsTransaction
RelationshipAware
Emotionally engagedProject responsive
Brand loyalSupporter
AmbassadorUninformed
InformedSceptical
TrustingActivity
ExperienceMoment
Memory
What Integration looks like
• Coherence: the story you will tell, consistently
• Integrity: being true to yourself, and mission
• Alignment: of activities, messages, opportunities
• Coordination: prioritisation, decisions, planning
• Integration is NOT everything, to everyone, all the time
What Integration requires
• Supporter-focused philosophy
• Planning and processes
• Systems and discipline
• Hard work
• Leadership and decisions
But it’s difficult
Definition of value
Supporter insight
Managing data
Ownership / responsibilities
Supporter vision
Supporter care strategy
Integration with branches
Communication strategies
Shared objectives
Consistent procedures
Leadership
Change management
Organisational mindset
EvaluationIntegrated
communications
We think these are important
LuckTenacity
LeadershipPassion
Patience Persuasion
Does it work?
Care2 stats from the US:
• “Non-donors who take action online are 3.5 times more likely to donate than non-donors who get e-mail but haven’t taken action,”
• Existing donors who take action online are 2.3 times more likely to donate than donors in the e-mail file who haven’t.
“I feel like I can do a lot more when I am involved with them personally”
“I just wanted to thank Lisa for her letter in which she provided a postcard and a petition with addressed envelope. She made it so easy for me to
respond and I appreciate that. And she didn't ask for money at this time, either. Also appreciated, since I always send money when I can.”