The Engagement Pyramid: Keeping supporters engaged for the long haul
-
Upload
netsquared-vancouver -
Category
Education
-
view
892 -
download
1
description
Transcript of The Engagement Pyramid: Keeping supporters engaged for the long haul
Build relationships, not lists
The Engagement Pyramid
Reilly Yeo and Vojtech Sedlak, OpenMedia.ca
observing
endorsing following
owning
leading
contributing
credit: groundwire
Engagement Level 1: “Observing”
(bottom of the engagement pyramid)
Level One
Inspire initial and repeat contact with the organization. Awareness is the major factor
Actions: visiting an organization’s website, attending an event
Level Two
Earn enough trust to secure endorsement of the work. Trust and time are major factors.
Actions: petition signing, sharing.
Level Three
Deepen commitment to the mission and the work. Time, money & insight are the major factors.
Actions include donating, & contributing input to crowdsourced policies or submissions.
inserting citizen voices into elite processes
https://openmedia.org/digitalfuture
...then we built a drag-and-drop crowdsourcing tool
openmedia.org/crowdsource
Develop potential to lead others in the campaign. Engaging others & deep understanding of campaign are
key factors. Actions: become share leaders, write letters to the editor,
join an “under-the-hood” townhall
Level Four
empowering leadership
“focusing their energy on leading others in the work”
Foster ownership of OpenMedia’s work and mission. Organizational, not campaign-specific, commitment is
the key factor. Actions: join our Digital Action Teams, volunteer in
person, become a monthly donor (Ally)
Level Five
Tracking is your friend
Endorsing: 299,957 Contributing: 42,757 Leading: 12,022 Owning: 2,943
As of May 8th, 2014:
Simple lessons
1. Define your core
● list growth vs. list movement o 20% vs. 50%
● strengthening your “core” pays off ● move people up
o Survey takers versus survey leaders o (especially if they’re on more than one side)
Four Directional Movement
2. Let people leave the pyramid
Iterate
3. Focus on what you can accomplish in the short-term and continue to build
It’s not a pyramid, it’s a journey
what might your engagement pyramid/cone/mountain/sphere look like?