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Convio summit tools to go beyond the choir

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Convio summit tools to go beyond the choir

  1. 1. t Tools to Go Beyond the Choir Presented by: Lindsey Twombly - Human Rights Campaign Eric Lukoff - Change.org Jeff Regen - M+R Strategic Services
  2. 2. Part I: API = Acquire People Instantly!
  3. 3. APIs – Examples & Strategy • Expand reach & impact • Go where the people are • Creative control • Diverse campaign promotion © 2011 Convio, Inc. 3
  4. 4. Your Website © 2011 Convio, Inc. 4
  5. 5. Facebook © 2011 Convio, Inc. 5
  6. 6. Social Media Apps © 2011 Convio, Inc. 6
  7. 7. Offline Integration © 2011 Convio, Inc. 7
  8. 8. Partner Campaigns © 2011 Convio, Inc. 8
  9. 9. APIs – Acquire People Instantly Bolster your campaigns with API integration, taking you beyond standard recruitment efforts •A – Anywhere. Acquire. •P – Placement. Permeate. •I – Innovate. Impact © 2011 Convio, Inc. 9
  10. 10. Part II: From Participants to Supporters
  11. 11. Change.org: World's Fastest Growing Social Action Platform Anyone, anywhere, can start, join, and win campaigns for social change • 5 million members • 5,000 new campaigns each month • 500,000 new members each month
  12. 12. Connect with Passionate Supporters
  13. 13. Part II: From Participants to Supporters THE PROBLEM
  14. 14. Who are campaign participants? • Sympathetic • Fired up • Ready to Go
  15. 15. Who are supporters? • Interested in the mission of the organization via the cause • They are: – Advocacy action-takers – Donors – Event attendees
  16. 16. Participants != Supporters • Fleeting or parochial interest • Short memory • ―I did my part‖
  17. 17. Participants are potential Supporters 1. Connect the cause/campaign to the organization 2. Decrease time between initial action and follow-up 3. Organizing 101: Make the follow-up ask Change.org can help with #1 and #2. Your organization defines #3.
  18. 18. No more CSV files, please.
  19. 19. Convio can be fun again! I’m too old for this. Part II: From Participants to Supporters NUTS & BOLTS
  20. 20. Convio Setup: Enable the API Edit API configuration
  21. 21. Convio Setup: Enable the API Whitelist Change.org Add the API user info
  22. 22. Convio Setup: API User Account Add administrator to API Administrators
  23. 23. Convio Setup: API URL https://secure2.convio.net/yoursite/site/SRConsAPI For Change.org
  24. 24. Convio Setup: Target Group Send to Change.org
  25. 25. Change.org Setup: API Info
  26. 26. Part II: From Participants to Supporters …HERE THEY COME!
  27. 27. Less Time Between Action & Follow-up • Frequent deliveries to Convio • Origin source code (or other fields) set automatically • Less work for staff
  28. 28. Connecting Campaign to Organization • Use fields for conditional content or targeting • Refer to the specific origin campaign/action • Don’t be shy: refer to Change.org!
  29. 29. Part III: Multichannel Onboarding Human Rights Campaign Example
  30. 30. Is rapid and effective onboarding important? © 2011 Convio, Inc. 30
  31. 31. You betcha! Online… Typical Open Rates for New Constituents* 30% 25% 20% 15% 10% 5% 0% 1st email After 6 months * Representative data—not directly from HRC © 2011 Convio, Inc. 31
  32. 32. …and offline © 2011 Convio, Inc. 32
  33. 33. What’s the next generation of onboarding? © 2011 Convio, Inc. 33
  34. 34. What was the last generation? • Schedule and send a set email series to new constituents • Potentially mail them or put them on the phones • Disconnected, channel-agnostic marketing © 2011 Convio, Inc. 34
  35. 35. That stuff often works! • Early conversions to donor / sustainer online • Sometimes early conversions / upgrades offline But we can do better! © 2011 Convio, Inc. 35
  36. 36. Connected Campaigns – Better Results Keys to onboarding success: 1. Collect data 2. Strike early and often 3. Deepen constituent engagement in an integrated fashion • Build out [HRC’s] multichannel messaging model © 2011 Convio, Inc. 36
  37. 37. Get more behavioral data… • Use data gleaned via one channel to better market constituents via others © 2011 Convio, Inc. 37
  38. 38. …and append data, too • Telematch • Age • Credit / debit card usage • Charitable giving history • Others? © 2011 Convio, Inc. 38
  39. 39. HRC’s already been using data for a while Campaign Package Approach Response September 2010 Targeted 0.61% DM Acquisition Traditional 0.44% February 2011 Targeted 0.68% DM Acquisition Traditional 0.38% © 2011 Convio, Inc. 39
  40. 40. Planning multichannel onboarding 2.0 © 2011 Convio, Inc. 40
  41. 41. The Challenge • Convert new online and offline non-donor names to donors, preferably sustainers • Convert low-value, one-time donors (canvass, Pride) into sustainers • Requires cross-channel, cross-vendor collaboration • Effective data management and manipulation is key © 2011 Convio, Inc. 41
  42. 42. Putting it together - Onboarding plan Campaign Date Channel Ask Survey, landing on Day 1 Email sustainer ask Action, landing on Day 4 Email sustainer ask Day 7 Email Sustainer ask ~2 Weeks Out Telemarketing Sustainer ask ~4 Weeks Out Direct Mail One-time ask © 2011 Convio, Inc. 42
  43. 43. Onboarding Segments • Separate messaging for different types of constituents – Online: Activists and donors – Offline: Canvass sign-ups and donors – New monthly sustainers © 2011 Convio, Inc. 43
  44. 44. Email #1 – Messaging • Survey email – Tweaked survey questions for each segment – Engagement questions: why support/join HRC – ―Make suggestions‖ free-form reply – LGBT vs. straight ally  For future segmentation © 2011 Convio, Inc. 44
  45. 45. Email #1 – Landing Page • Post-survey landing page is a donation form • Tweaked copy for each segment – Sustainer ask – Sustainers: thank you page with online store discount coupon code © 2011 Convio, Inc. 45
  46. 46. Email #2 – Messaging and landing page • 3 days later • Action alert on a popular topic (DOMA) • Landing page: – Sustainer ask – Sustainers: thank you page with Facebook and Twitter links; recent victories © 2011 Convio, Inc. 46
  47. 47. Email #3 – Messaging • 3 days after email 2 • Direct sustainer ask • Strong deadline language: midnight tomorrow • Back-end premium through-out series (tote bag) • Thematically linked to prior emails © 2011 Convio, Inc. 47
  48. 48. Telemarketing Campaign • Scripts written in collaboration with online team and DM team, thematically linked to emails • Focus on sustainer asks – 3rd ask is one-time © 2011 Convio, Inc. 48
  49. 49. Telemarketing campaign – Use your data! • Data generated from emails: – Who took the actions/answered the questions? What were their answers? – Who opened? Clicked? • Data from appends: – Age – CC activity – Donor to non-profits © 2011 Convio, Inc. 49
  50. 50. Close the loop – Email follow-up to TM call • CC donors: – Thank you • Pledgers and hedgers: – Thank you for taking our call – URL for online fulfillment • Refusals: – Thank you for taking our call – If you changed your mind, click here! © 2011 Convio, Inc. 50
  51. 51. Direct Mail Campaign • Package written in collaboration with online team and TM, thematically linked to emails and TM • One-time ask • Segmentation: Similar targets to TM using behavioral and append data © 2011 Convio, Inc. 51
  52. 52. Data flows require careful management Email Top prospects onboarding + New names for TM and offline DM append • Change.org, online • Action/survey • Bump convio data sources responses with append data • Canvass, Pride files • Email opens, clicks • Identify best • Append data such segments for TM and as age and credit / DM debit card usage • Send files with • Don’t forget to constituent info to TM match to house Convio, Inc. © 2011 vendor, mail shop 52 database!
  53. 53. What have you found works in onboarding? © 2011 Convio, Inc. 53
  54. 54. Q&A Lindsey Twombly, HRC lindsey.twombly@hrc.org Eric Lukoff, Change.org elukoff@change.org Jeff Regen, M+R Strategic Services jregen@mrss.com

Notas del editor

  • Why are participants of related campaigns good prospects for being supporters of your organization?They are Sympathetic to your causeFired up about the cause, at least for a momentReady to take action, since they’ve already done so
  • What are the challenges of turning campaign participants into supporters?They may only have had a fleeting interest your cause – because of a sensational news reportrandomness of their opportunity for actionStrong campaign contentThey may not remember taking action on (or caring about) something when you go back to them for support.They may think they’ve already done enough.
  • How do we increase the likelihood that participants will become supporters?Decrease time between initial action and follow-up.Connect the initial campaign action with the cause of the organization.Make the next ask. This is really a basic organizing principle in which a volunteer is asked to perform a new, higher-threshold action after they have completed the first.
  • There are other advantages to setting up the Convio API to work with Change.org: logistical bliss.Having to manually import delivery files frequently is time-consumingprone to human errorlikely to make your staff hate you
  • Enable API connections in the Convio setup area
  • Setup an *administrator* account for the APIAdd that new administrator to the API Administrators group
  • Find your base URL in your browser (blue)-
  • Create a constituent group to which new Change.org campaign participants will be delivered.
  • Provide connection information
  • The advantages of API deliveriesDecreases amount of time between initial action on Change.org and a new constituent record in the organization’s Convio database.Origin source code is automatically set with detailed information about which action new constituent came from. No manual setup for each new action on Change.org.Less work for organization staff – no manual data sync/importing!
  • How can this help connect the user’s participation in the Change.org campaign back to the organization?Use constituent fields and/or custom fields that are populated with constituent-specific information, such as the title of their initial campaign or the date of their first action on a campaign. These can be dropped into welcome emails or follow-up action alerts.Source of constituent (Change.org)Campaign’s title (“Tell Congress: Stop breaking apart loving families!”)Date of initial activityReference the action the user took to become a list subscriberReference their action on Change.org specifically! MANY organizations forget or purposefully don’t do this. Email recipients should be transparently told HOW they got on your organization’s email list.
  • If we’re going to talk about the next generation, we need to know what the prior generation was.
  • 17% response to TM when contacted 120 days or less from their first interaction. 13% for recruits with interaction dates farther in the past. TM campaign completed in December 2010. Try to get more recent results to substitute. Emphasize the importance of recency.
  • If we’re going to talk about the next generation, we need to know what the prior generation was.
  • How many people out there do these things?
  • Congratulations, that is all great stuff and a good start. It’s time to take things to the next level with integrated campaigns with unified goals
  • Emphasize that this is a true series – we look at the successes/failures of each individual component in order to inform future iterations of the series and to enhance performance of the efforts that come later, but the series is judged by the LTV of the “class” of people that move through it, not by the results of any single piece of the campaign. That’s the essence of the next generation.
  • What do we mean by collecting data? Well, first, there’s behavioral data and here’s one example…[The next several slides describe the baby steps we took that led us to the series we are now using. Describe the test we did to set up the results on the next slide. Also mention that we are testing petitions and surveys as data collection devices in the mail.]
  • There’s also append data.What data have you found useful?
  • HRC’s already been using data for a while and it produces results! This is also part of “strike early and often”Results from making use of the data. No results more recent than Feb 2011 because the targeted messaging was crushing the control and now all of our messaging is targeted. Possibly insert information about LGB/Straight/No Response here if there is time.
  • We started working with HRC this summer to put together their nextGen multichannel onboarding series
  • Describe the goals we set out to achieve when we decided to move to a more unified, organized approach with Jeff/M+R.
  • The plan we worked out with Jeff. May need to change the ask stuff for Direct Mail. Describe the “flow” of both asks and information from top to bottom so that at the end we have a very full data picture and a pile of money set to come our way in terms of LTV.
  • Connect this back to the information about sexual orientation before and describe some of the subtleties about why these audiences are different.
  • Once Lindsey distributes results, include them.
  • Emphasize that we built toward this ask, look at results in terms of who opened/clicked/did what we wanted in emails 1/2 vs those who did not (this data not yet available)
  • This data is not yet available
  • May have to cut this to accommodate extra time for the data discussion we are currently missing in the previous slides.
  • If we’re going to talk about the next generation, we need to know what the prior generation was.

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