October 16 th , 2012

1. 2012 Community Conference The tools we give you to get personal Jonathan Purchase: Engaging Networks October 16th, 2012

2. 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 • It’s about your supporters not your organisation www.engagingnetworks.net

3. Engagement to get personal Segmentation + Relevance = Interaction (email opens, donations completed, actions taken, loyal supporters) www.engagingnetworks.net

4. 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

5. 1. Segmentation on Supporter interest Segments can be used to customise content based on supporter interest Content that’s specific to a supporter’s interest becomes relevant www.engagingnetworks.net

6. How can you find out what your supporters are interested in? • Ask them when they join • Surveys • Follow the types of actions they are taking www.engagingnetworks.net

7. Humane Society International Whales, seals, street dogs www.engagingnetworks.net

8. 2. Segmentation on Engagement (for re-engagement) • 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* www.engagingnetworks.net

9. Applying this theory No previous donation Previous donation Monthly donor You can either send different emails to different segments or use our conditional content software to switch round copy in the same email based on pre-set profiles. www.engagingnetworks.net

10. What else can you try? Message testing If a person comes into your database after having taken action on a specific issue, you should 'test' for engagement with other issues Use campaigns to identify your ‘segments’ (arctic, bears, badgers, etc…) and then build profiles based on this information www.engagingnetworks.net

11. Applying this theory Ensure your actions are named properly to capture the interests. For example: Bears_donation_April_2012 Bears_campaign_May_2012 Run a profile, looking for everyone who has taken a bears campaign or donation Send this segment an email asking them to donate to your whalescampaign Send another email to the rest of your list asking them to donate to your whales campaign excluding the above bears segment. Compare the results www.engagingnetworks.net

12. Message testing – new joins Why not try email triggers?l triggers? Email triggers allow you to automatically generate emails to specific supporters, at specific times, and at specific intervals. A welcome series don’t wait months to send the first newsletter  www.engagingnetworks.net

13. Applying this theory Set up your ‘join’ data capture and get supporters to use it Decide the filter criteria – in this case new supporter but there are many others Decide how often you want your ‘trigger’ to run in the software, to pick up new supporters (daily, weekly, monthly) Decide on what your welcome series will be (content and duration) If your ‘join’ form has a question asking for interests (bears, pandas, etc), different welcome series can be triggered based on interest. Automated segmentation! Change the message content regularly, or format of the emails, and test open rates, click through, etc… * Make sure you also pick up supporters who have taken a first action and ‘imports’ www.engagingnetworks.net

14. Super activists • 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 etc) • Don’t forget offline support

15. 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 • What else? www.engagingnetworks.net

16. 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

17. Ladders of engagement If you don’t know know who your supporters it could be a slippery slope! www.engagingnetworks.net

18. Get yourself connected www.engagingnetworks.net

19. 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 • Cross promote your message(s) to supporters who came on board from a different issue • Make use of (segmented?) welcome series • Remember your super activists and all your segments • Try and get them onto ‘ladders of engagement’ www.engagingnetworks.net

20. Find out more by CONTACTING US www.engagingnetworks.net