learn how american cancer society succeeds with online community

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Improve Event, Peer-to-Peer and DIY Fundraising with

Online Community

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Joe Prosperi

• National Relay For Life Digital Product Management Lead

• American Cancer Society

• @RelayForLife

Michael Wilson

• CEO & Founder

• Small World Labs

• @SmallWorldLabs

Today’s Presenters

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Small World Labs Background

@SmallWorldLabs | #SWLwebinar | @RelayForLife

About Small World Labs

• Small World Labs Community

• Engage, Connect, Mobilize, and Collaborate with Constituents in New Ways

• Specialize in Nonprofit & Associations

• Integrated with Website & CRM Tools

• Well-Profiled Market Leader

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Small World Labs CommunityRobust Community Feature Set

• User Registration• Single Sign On• Member Profiles• Personalization• Collaboration Groups• Discussion Forums• Opportunity

Matching• Action Workflow• User Points &

Leaderboards• Integrated Social

Sharing• Mobile• Video Center

• File Center• Photo Center• Applications• Member Segments• Directories• Tasks• Reviews• Search• Events• Blogs• DocCreate• Notifications• Foreign Language• & More…

@SmallWorldLabs | #SWLwebinar | @RelayForLife

• Integrations– Single sign-on– Profile Data– Community Actions

• Customizations– Interface Blocks– New Features

• Public API:– www.smallworldlabs.com/api

Platform: Extensible API

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Engagement Pyramid

Source: Groundwire

•Leads others in carrying out organization’s work

•Subject matter expert, group leader, refers members

Leading•Inves

ted in the mission and success

•Answer questions, join & participates in groups

Owning

•Thoughtful & habitual contributions

•Volunteer, contribute content

Contributing

•Simple, transactional actions

•Likes, ratings, shares

Endorsing

•Receive and read direct communications

•Provide contact information, follow

Following

•Attend event. See commercial or flyer

•Visit website or social media updates

Observing

Acqu

isitio

n –

> E

ngag

emen

t –

> O

utco

me

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Engagement Across Supporter Types

Advocacy

Volunteer Mission Support

Partners Membership

Event Fundraising

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Client Successes

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Industry Thought Leader

• Community 2.0 Conference• Social Networking Conference• Nonprofit Technology Conference (NTEN)• eBay Foundation Nonprofit Education Forum• Nonprofit Management Forum• US Department of Commerce Toronto Tech Week• Professional Associations Researchers Conference (UK)• Texas Nonprofit Conference• Blackbaud Nonprofit Conference (BBCON)• Convio Nonprofit Summit• Artez Interaction Customer Conference (Canada)• Affiniscape Customer Conference

10

@SmallWorldLabs | #SWLwebinar | @RelayForLife

American Cancer SocietyRelay Nation Online Community

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Relay Nation Background

Relay Nation

• Online community for Relay For Life participants & supporters

• Shrink performance gap

• Facilitate collaboration and sharing of best practices and ideas

• Provide engagement options during other 364 days of the year

• Increase retention rate

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Relay Nation Access

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Integrated Login

@SmallWorldLabs | #SWLwebinar | @RelayForLife

RelayNation Background

Main Relay For Life Website

Relay Nation CommunityEvent & Team Pages

Seamless

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Common Event Fundraising Challenges

• Build year-round engagement with volunteers, fundraisers, and event participants

• Provide a voice to team captains, event committees, and all supporters

• Give effective training and onboarding to fully empower new supporters

• Ensure our resources are helpful and we get the most out of them

• Encourage taking the next step for event participants become fundraisers

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Common Event Fundraising Challenges

• Build year-round engagement with volunteers, fundraisers, and event participants

• Provide a voice to team captains, event committees, and all supporters

• Give effective training and onboarding to fully empower new supporters

• Ensure our resources are helpful and we get the most out of them

• Encourage taking the next step for event participants become fundraisers

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Common Event Fundraising Challenges

• Build year-round engagement with volunteers, fundraisers, and event participants

• Provide a voice to team captains, event committees, and all supporters

• Give effective training and onboarding to fully empower new supporters

• Ensure our resources are helpful and we get the most out of them

• Encourage taking the next step for event participants become fundraisers

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Common Event Fundraising Challenges

• Build year-round engagement with volunteers, fundraisers, and event participants

• Provide a voice to team captains, event committees, and all supporters

• Give effective training and onboarding to fully empower new supporters

• Ensure our resources are helpful and we get the most out of them

• Encourage taking the next step for event participants become fundraisers

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Common Event Fundraising Challenges

• Build year-round engagement with volunteers, fundraisers, and event participants

• Provide a voice to team captains, event committees, and all supporters

• Give effective training and onboarding to fully empower new supporters

• Ensure our resources are helpful and we get the most out of them

• Encourage taking the next step for event participants become fundraisers

@SmallWorldLabs | #SWLwebinar | @RelayForLife

• Promote sharing of best practices across isolated events and teams

• Help team captains source more team members (or form virtual teams)

• Get fundraisers to share their involvement more

• Match new volunteers with available opportunities based on needs and skills

• Understand our supporters more so we can serve them better

Common Event Fundraising Challenges

@SmallWorldLabs | #SWLwebinar | @RelayForLife

• Promote sharing of best practices across isolated events and teams

• Help team captains source more team members (or form virtual teams)

• Get fundraisers to share their involvement more

• Match new volunteers with available opportunities based on needs and skills

• Understand our supporters more so we can serve them better

Common Event Fundraising Challenges

@SmallWorldLabs | #SWLwebinar | @RelayForLife

• Promote sharing of best practices across isolated events and teams

• Help team captains source more team members (or form virtual teams)

• Get fundraisers to share their involvement more

• Match new volunteers with available opportunities based on needs and skills

• Understand our supporters more so we can serve them better

Common Event Fundraising Challenges

@SmallWorldLabs | #SWLwebinar | @RelayForLife

• Promote sharing of best practices across isolated events and teams

• Help team captains source more team members (or form virtual teams)

• Get fundraisers to share their involvement more

• Match new volunteers with available opportunities based on needs and skills

• Understand our supporters more so we can serve them better

Common Event Fundraising Challenges

@SmallWorldLabs | #SWLwebinar | @RelayForLife

• Promote sharing of best practices across isolated events and teams

• Help team captains source more team members (or form virtual teams)

• Get fundraisers to share their involvement more

• Match new volunteers with available opportunities based on needs and skills

• Understand our supporters more so we can serve them better

Common Event Fundraising Challenges

@SmallWorldLabs | #SWLwebinar | @RelayForLife

• Build year-round engagement with volunteers, fundraisers, and event participants

• Provide a voice to team captains, event committees, and all supporters

• Give effective training and onboarding to fully empower new supporters

• Ensure our resources are helpful and we get the most out of them

• Encourage taking the next step for event participants become fundraisers

• Promote sharing of best practices across isolated teams and events

• Help team captains source more team members (or virtual teams)

• Get fundraisers to share their involvement more

• Match new volunteers with available opportunities based on needs and skills

• Understand our supporters more so we can serve them better

Common Event Fundraising Challenges

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Build year-round engagement with volunteers, fundraisers, and event participants?

How do we…

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Loyal Supporters = More Valuable

Event Type New Participants

Returning Participants

Percent Increase

$ Increase Per Participant

Cycling Events $ 298 $ 866 190% $ 568

Endurance Run/Walks $ 602 $ 940 56% $ 338

Run/Walks with Registration Fee $ 36 $ 162 354% $ 126

Run/Walks w/o Registration Fee $ 46 $ 317 582% $ 271

Range $36 - $602 $162 - $940 56%-582% $126 - $568

Source: 2013 Blackbaud Peer to Peer Event Fundraising Benchmark Report

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Loyal Supporters = More Valuable

Event Type New Participants

Returning Participants

Percent Increase

$ Increase Per Participant

Cycling Events $ 298 $ 866 190% $ 568

Endurance Run/Walks $ 602 $ 940 56% $ 338

Run/Walks with Registration Fee $ 36 $ 162 354% $ 126

Run/Walks w/o Registration Fee $ 46 $ 317 582% $ 271

Range $36 - $602 $162 - $940 56%-582% $126 - $568

Source: 2013 Blackbaud Peer to Peer Event Fundraising Benchmark Report

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Ensure Year Round Engagement

• Event Supporter Hub• Discussions• Resources• Photos• Videos• Files• Networking• Collaboration Groups

@SmallWorldLabs | #SWLwebinar | @RelayForLife

High Engagement Level

175+ Engagement Actions• Ask a Question• Comment on a File• Join a Group• Invite a Friend• Share Content• Download Resource• Connect with MemberJan

-13

Feb-13

Mar-13

Apr-13

May-13

Jun-13Jul-1

3

Aug-13

Sep-13

Oct-13

Nov-13

Dec-13

Jan-14

Feb-14

Engagement Actions

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Provide a voice to team captains, event committees, and all supporters?

How do we…

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Ask Questions

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Contribute Photos

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Contribute Videos

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Contributions are Yours

@SmallWorldLabs | #SWLwebinar | @RelayForLife

… Even when its Gangnam Style

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Give effective training and onboarding to fully empower new supporters

How do we…

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Onboarding & Training Resources

Resource Library

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Onboarding & Training Resources

Resource Library Team Development

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Onboarding & Training Resources

Resource Library Team Development Fundraising Ideas

@SmallWorldLabs | #SWLwebinar | @RelayForLife

CaringBridge Community Onboarding

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Engagement Recognition & Badges

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Engagement Recognition & Badges

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Ensure our resources are helpful and we get the most out of them?

How do we…

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Making Resources Discoverable

Resource Section Search Topic

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Crowdsourced Resources

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Engageable Resources

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Engageable Resources

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Encourage taking the next step for event participants become fundraisers?

How do we…

@SmallWorldLabs | #SWLwebinar | @RelayForLife

What Do I Do Next?

30 responses

@SmallWorldLabs | #SWLwebinar | @RelayForLife

How Can I Motivate My Team?

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Promote sharing of best practices across isolated teams and events?

How do we…

@SmallWorldLabs | #SWLwebinar | @RelayForLife

I Need Fundraising Ideas

@SmallWorldLabs | #SWLwebinar | @RelayForLife

How to Help on Event Day

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Event Day Experience

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Help Team Captains get more team members (& for virtual teams)?

How do we…

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Team Captain: I Need Help

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Fundraising Possibilities: Events

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Fundraising Possibilities: Teams

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Get fundraisers to share their involvement more?

How do we…

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Social Sharing: Greenlights

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Match new volunteers with available opportunities based on our needs and their skills?

How do we…

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Relay Nation: Volunteer Resources

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Collaboration Groups

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Collaboration Groups: Event Committees

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Collaboration Groups: Event Committees

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Operation Smile: Medical Volunteer Action Center

Attract

Online Community

Post-Volunteer EvaluationVolunteer Mission Team

Volunteer Opportunities

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Understand our supporters more so we can serve them better?

How do we…

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Understanding with Data

Profile Data

Engagement DataRelay Nation

Online Community

Better Decisions

Fundraising Data

CRM

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Relay Nation Engagement

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14

Engagement Actions

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Understanding with Data

Profile Data

Engagement Data

Fundraising Data

Better Decisions

Relay NationOnline

Community

CRM

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Understanding with Data

Profile Data

Engagement Data

Fundraising Data

Better Decisions

Relay NationOnline

Community

360 CRM

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Why does engagement matter?

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Engagement Pyramid

Source: Groundwire

•Leads others in carrying out organization’s work

•Subject matter expert, group leader, refers members

Leading

•Invested in the mission and success

•Answer questions, join & participates in groups

Owning

•Thoughtful & habitual contributions

•Volunteer, contribute content

Contributing

•Simple, transactional actions

•Likes, ratings, shares

Endorsing

•Receive and read direct communications

•Provide contact information, follow

Following

•Attend event. See commercial or flyer

•Visit website or social media updates

Observing

Acqu

isitio

n –

> E

ngag

emen

t –

> O

utco

me

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Deeper Engagement300-900% Page Views

Increase

Engagement Leads to Success

437% Increase in Revenue Per Person

228% Increase in Volunteer Hours

50% Increase in Attendance at Events

49% Increase in Retention

* Actual Small World Labs Client Results

@SmallWorldLabs | #SWLwebinar | @RelayForLife

Feedback & Discussion

Contact Jeremy Demers to schedule a Live Demo of Small World Labs Communityjdemers@smallworldlabs.com

@SmallWorldLabs

/SmallWorldLabs