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Cross-Channel Donor Engagement Creating a Strategy to Build Relationships Online#DPro2012

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WHAT’S SO SPECIAL ABOUTCOMMUNICATIONS TODAY? • Real-Time • Public • Shareable • Multi-directional • Personal

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THIS IS A PARTY.

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How does it fit: Connections

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How does it fit: Content

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WHAT’S MULTICHANNEL THEN?

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WHERE DO YOU START?

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ACT I: WHO’S YOUR COMMUNITY?

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COMMUNITYFlickr: efleming

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NETWORKFlickr: thefangmonster

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CROWDFlickr: SashaW

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COMMUNITY MAPPING

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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?

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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?

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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?

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COMMUNITY MAPPING TEMPLATEGet this template! http://bit.ly/DIYcommunity

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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!

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ACT II: WHAT TO TALK ABOUT?

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CONTENT PLANNING

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STEP 1: CONTENT Examples: Program or service updates/changes Staff announcements Jobs Volunteer opportunities Fundraisers Events

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STEP 2: GOALS Examples: Increase visibility of the organization Increase participation Raise funds Build leadership Find sponsors or partners Recruit volunteers Build community

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STEP 3: OUTLETS Examples: Newsletter or mailing Email newsletter Twitter Facebook LinkedIn Website Blog

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CONTENT PLANNING TEMPLATEGet this template! http://bit.ly/DIYtemplate

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

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ACT III: USE THE DATA

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GOOGLE ANALYTICS

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SEGMENTS Examples: • Subject lines. • Deadlines. • Layout, graphics, font sizes. • Matching gifts. • Donation page landing flows. • Appeals from celebrities. • Number of donation form fields. • The text that makes up tweets, • Fundraising copy in the main Facebook updates, and text message, headlines, and form messages with calls to donate. fields including the submit button. • Length and phrasing of tweets, • Donation amounts. Facebook updates, and text messages. • Placement of donation asks in the fundraising appeal. • Time of day and days of the week that donation appeals are sent.

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AUTOMATE & SCHEDULE

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FINALE: WHAT WORKS?

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TELL 1 STORY

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ADD PEER PRESSURE

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CREATE CONTINUITY One Way Homebase email Web Site search engine ads Audience Objective Social Listening Conversation Connecting

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CREATE CONTINUITY•100 Park ClosuresImminent• 500 Facebook Fans•Mostly Direct MailSupportsNew Strategy:Reach younger supportersto prepare for a ballotinitiative to protectCalifornia parks.

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INTEGRATED STRATEGY One Way Homebase email Web Site direct mail ads Recruit 5,000 new Facebook fans in one month Social Facebook YouTube

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INTEGRATED STRATEGYHome Base One Way SocialWeb site redesign “Urgent Grams” • Facebook to emphasize: to: Welcome Page• Petition • High Dollar • Fan Videos on• Facebook Donors YouTube• Donations • Other Members • Prospects

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LOOK & FEEL

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RESULTS

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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

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THANKS! AmySampleWard.org NTEN.org SocialBySocial.com @AmyRSWard amy@nten.org amy@amysampleward.org

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RESOURCES Templates: 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 2013 We Are Media: http://wearemedia.org Social by Social: http://socialbysocial.com #SOCIALMEDIA NONPROFIT tweet Book01: http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.php Managing Technology to Meet Your Mission: http://www.amazon.com/Managing-Technology-Meet-Your-Mission/

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RESOURCES http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organiza http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-your-bas 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.html http://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/