how many rungs?: social change and the expanding engagement ladder - 2013 nonprofit technology...

How Many Rungs: Social Change and the Expanding Engagement Ladder #13NTCRungs

Lawrence Grodeska, Change.org, @LSGrodeska Lesley Mansford, Razoo, @Razoo Dana Nelson, GiveMN, @GiveMN Jeffrey Patrick, Merkle, @MerkleCRM Robert Rosenthal, VolunteerMatch, @volmatchRobert

How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs

Where are you taking your audience?

Photo: Italianjob17/Flickr


How many ladders?

How many rungs?

Photo: Scootie/Flickr

Which climbers?

The Atari 2600 ladder

Source: Beth Kanter


The “And… Action!” ladder


Source: Priscilla Brisbane/Beth Kanter

Program-specific ladders

Source: Beth Kanter


Egyptian ladders

Source: Groundwire


Ladders of love

Source: Aliza Sherman


Lasso ladders

Source: LightBox Collaborative


The Anti-ladder

Source: SSIR



A starting point.


Photo: MagnusVK/Flickr

A way to track progress.

Clearly designated steps.


Photo: Tim_Ellis/Flickr

A well-defined goal.


Photo: myklroventine/Flickr

Email attrition is real

Source: 2013 eNonprofit Benchmarks Study


Donor attrition is really real

Source: 2011 Fundraising Effec?veness Project


Many supporter entry points

•  Website Signup Form

•  Social Media •  Online Petitions •  Banner Ads •  Paid Acquisition •  List Chaperones

•  Whitepapers •  Mobile List •  Mobile &

Facebook Apps •  Face-to-Face •  Offline

Fundraising


*


Lots of flux Change.org visitors in 2012: •  40% of Twitter visits were return users •  35% of Facebook visits were return users •  38% of other social media visits were return

users

New Change.org users in 2012: •  33% signed more than 2 petitions •  13% signed more than 5 petitions


What’s Next


Final thoughts

•  Embrace social media & slacktivism •  Use technology to make participation easy •  Track engagement & be responsive •  Build relationships, even at “lower” levels •  Celebrate success!

•  Use shallower engagement to build momentum •  Always. Acquire.


Online Fundraising 1.0• electronic equivalent of checks in

envelopesenvelopes• no engagement, just a receipt

O li F d i i 2 0Online Fundraising 2.0• social sharing• limited engagement, encourages

“slacktivism”• a “Like” is not engagement

Online Fundraising 3.0• discovery• impact

© Razoo Global Corporation 2013. All rights reserved. 1

p• meaning• personal relevance

Wh t I H t GiWhat I Have to Give

• Time• Money

• Understand age and life-stagey

• Influence Free time

Disposablepincome

© Razoo Global Corporation 2013. All rights reserved. 2Age

20 7030 40 50 60

Wh t I H t GiWhat I Have to GiveY Id li tYoung Idealists• Free time• Volunteers• Evangelists• Advocacy

Free time

Advocacy• Technically savvy• Social natives

Disposablepincome


20 7030 40 50 60

Wh t I H t GiWhat I Have to GiveY Id li t B s ith KidsYoung Idealists• Free time• Volunteers• Evangelists

Busy with Kids• Time poor• Focused giving –

school, PTA

Free time

• Technically savvy

• Social natives

• Comfortable online but need easy and quick

• Focused on investing

Disposable

gin the future

pincome


20 7030 40 50 60

Wh t I H t GiWhat I Have to GiveY Id li t B s ith Kids Willing to HelpYoung Idealists• Free time• Volunteers• Evangelists

Busy with Kids• Time poor• Focused giving –

school, PTA

Willing to Help• Growing time and

disposable income• Increasingly comfortable

li b t t l

Free time

• Technically savvy

• Social natives

• Comfortable online but need easy and quick

• Focused on investing

online but not early adopters

• Repeat donors

Disposable

gin the future

pincome


20 7030 40 50 60

Ph f E tPhases of EngagementDonating(money)

Ignorance Awareness Action SharingIgnorance Awareness Action (influence)

Fundraising(time)


( )

Ph f E tPhases of EngagementDonating(money)

Action Sharing IMPACTAction (influence) IMPACT

Fundraising(time)


( )

Vi li i P bl & I tVisualizing Problems & Impact

Visualizing large numbers and big problems is hard.

Leading to…– Helplessnessp

• “nothing I can do will make a difference”• “the problem is too big”

– Inaction– Apathy


22,900,00022,900,000PEOPLE LIVING WITH HIV/AIDS IN SUB SAHARANHIV/AIDS IN SUB-SAHARAN AFRICA


22,900,00022,900,000PEOPLE LIVING WITH HIV/AIDS IN SUB SAHARANHIV/AIDS IN SUB-SAHARAN AFRICA

22,785,00022,785,000POPULATION OF AUSTRALIA


Give to the Max Day 2012 MINNESOTA


Ladder of Engagement

ü Promote mobile & scheduled dona3ons

ü Promote their page via social media

ü Promote their page via email

ü Put the “donate now” bu:on or “donate anywhere” widget on their website, email signature, blog

ü Customize a thank you message

ü Add photos and videos

ü Update their summary page

ü Claim admin access

ü Verify their nonprofit

Via hosted trainings with community partners

Via live webinars and archived training on our blog

Via webinars/social media enewsletter/blog

NONPROFITS


Engagement Calendar

Receipt Thank You

Newsletter Web Update eNewsletter

MAIL PHONE EMAIL WEB EVENTS

Acquisition Acquisition

Volunteer

Volunteer

Newsletter Web Update eNewsletter

Big News

Thank You Newsletter

Web Update eNewsletter Big Event

Upgrade Upgrade Upgrade Upgrade Receipt

Thank You

Renewal Renewal Renewal Renewal Receipt

Renewal

Upgrade


1.  THANK, thank, THANK your donors 2.  Be creative about how you thank your

donors – have fun and be memorable 3.  When thanking, it’s much more

important to listen than to tell. 4.  Donors care much more about their

name being spelled right and thank yous being timely than anything you have to say or how you say it.

5.  Send a welcome packet after first gift: •  ‘Welcome to the family’ letter from

president or board chair •  Copy of most recent newsletter •  List of ways to get involved •  Transparency one-pager: about us,

board list, contact info, where to find 990s and audits, how gifts are used

Ongoing Engagement After the Giving Day


RUNGS OF ENGAGEMENT | ANALYTICS Case Study: Large Membership Organiza3on


Nonprofit Membership Organiza3on

Challenge: 1.  Membership Renewal

Determine how to allocate membership renewal budget to maximize conversions using member demographic and engagement characteris?cs.

2.  Budget Alloca3on Determine where to allocate future budget across all possible

engagement opportuni?es to maximize membership registra?ons and renewals.


Organiza3on Profile

•  Mission •  Scien3fic associa3on with 137,000 members

•  Services •  Scien3fic publica3ons (free & paid) •  Magazine (subscrip3on) •  Mee3ngs (Na3onal, regional & special events) •  Career Resources (job hun3ng & resume service) •  Con3nuing educa3on & professional development •  Social network •  Insurance (life, health, property/casualty, pet) •  Personal (travel, shipping, credit card, etc.)

•  Membership Fees •  $150 Regular, non-‐scien3st •  $ 75, $35, $25 Student (Graduate, undergraduate)


Analy3cs | Regression Analysis

Predictors of Membership Renewal

Event A:endance

Demographics

Financial History

Goal: Use available data about members and prospects to op3mize who we target for membership offers or renewals.


Variable Direction Coefficient Importance

Intercept -1.4294

# Prior Memberships + 0.2214 52.0%

Age + 0.0202 15.7%

Degree = Advanced degree 1, Advanced degree 2, Advanced degree 3

+ 0.5666 8.4%

Industry = Gov’t, Independent & Manufacturer + 0.4307 6.6%

Months Since Last Regional or National Meeting + 0.0340 4.4%

# Prior Insurance Payments + 0.1314 3.3%

1st Membership Pymt Type = Check + 0.3698 2.5%

Country not US, Canada, Germany, Japan, UK - -0.3173 1.7%

Last Membership Pymt Type: Not Check or Credit Card + 0.4388 1.2%

Highest Degree = Doctorate + 0.1612 1.2%

Title: Professor/Instructor/Administrator + 0.1928 .8%

**Previously Attended Special Event + 0.5393 .8%

**Previously made Donation + 0.2695 .6%

**Previously made OSS purchase + 0.5803 .4%

**Previously Job Seeker - -0.1849 .4%

**Previously CMT Participant + 0.4996 .2%

Nonprofit Associa3on | Analy3cs

Model 2: The Impact of the Outside Data Variables

•  Though the overall importance of the outside data variables is low for the overall model/file, the impact on any given member’s likelihood to renew is a sizable lift.

•  Due to the low coverage of these variables (only 5-10k of the 137,000 members), their impact on the overall renewal rate is not significant


Conclusion | Membership Renewal

•  Membership Renewal Spend •  Focus on members’ with prior memberships, older age as key

variables •  Consider lesser impact of degree, industry, elapsed 3me since last

na3onal, regional mee3ng a:ended, etc.

•  Future Engagement Ac3vi3es •  Drive a:endance at special events •  Market add-‐on gids •  Highlight resources in online store •  Downgrade promo3ons to job seekers •  S3mulate par3cipa3on on governing commi:ees •  Promote magazine subscrip3ons


Other Examples

•  Tradi3onal Recency, Frequency, Monetary predictors •  Engagement Ac3vi3es Impac3ng Giving or Membership

•  Advocacy ac3ons •  Site Visits •  Merchandise purchases •  Local affiliate & na3onal par3cipa3on

•  Demographics •  Ethnicity •  Primary language spoken at home •  Accultura3on •  Pet ownership •  Number of children


Ac3ng on Predictors

•  Targe3ng Target specific segments

•  Crea3ve Use personalized content & crea3ve

•  Offer Customize case for giving

•  Maximizes revenue Right offer to each audience maximizes conversion

•  Minimizes costs & waste

Eliminate targe3ng wrong audience

•  Enhances customer experience Cons3tuents more sa3sfied when receiving package “just right for me”

Process Benefits

Use predictors to target custom segments with custom offer & crea?ve


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how many rungs?: social change and the expanding engagement ladder - 2013 nonprofit technology...

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social change

shallower engagement

ladder source

expandingengagement

social media visits

age razoo global corporation

givet gi time

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