learn how american cancer society succeeds with online community

@SmallWorldLabs | #SWLwebinar | @RelayForLife

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

Online Community


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


Small World Labs Background


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


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…


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

• Customizations– Interface Blocks– New Features

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

Platform: Extensible API

http://www.smallworldlabs.com/api


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


Engagement Across Supporter Types

Advocacy

Volunteer Mission Support

Partners Membership

Event Fundraising


Client Successes


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


American Cancer SocietyRelay Nation Online Community


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


Relay Nation Access


Integrated Login


RelayNation Background

Main Relay For Life Website

Relay Nation CommunityEvent & Team Pages

Seamless


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


• 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



• 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



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

How do we…


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


Ensure Year Round Engagement

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


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


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

How do we…


Ask Questions


Contribute Photos


Contribute Videos


Contributions are Yours


… Even when its Gangnam Style


Give effective training and onboarding to fully empower new supporters

How do we…


Onboarding & Training Resources

Resource Library



Resource Library Team Development



Resource Library Team Development Fundraising Ideas


CaringBridge Community Onboarding


Engagement Recognition & Badges


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

How do we…


Making Resources Discoverable

Resource Section Search Topic


Crowdsourced Resources


Engageable Resources


Encourage taking the next step for event participants become fundraisers?

How do we…


What Do I Do Next?

30 responses


How Can I Motivate My Team?


Promote sharing of best practices across isolated teams and events?

How do we…


I Need Fundraising Ideas


How to Help on Event Day


Event Day Experience


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

How do we…


Team Captain: I Need Help


Fundraising Possibilities: Events


Fundraising Possibilities: Teams


Get fundraisers to share their involvement more?

How do we…


Social Sharing: Greenlights


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

How do we…


Relay Nation: Volunteer Resources


Collaboration Groups


Collaboration Groups: Event Committees


Operation Smile: Medical Volunteer Action Center

Attract

Online Community

Post-Volunteer EvaluationVolunteer Mission Team

Volunteer Opportunities


Understand our supporters more so we can serve them better?

How do we…


Understanding with Data

Profile Data

Engagement DataRelay Nation

Online Community

Better Decisions

Fundraising Data

CRM


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



Profile Data

Engagement Data

Fundraising Data

Better Decisions

Relay NationOnline

Community

CRM



Profile Data

Engagement Data

Fundraising Data

Better Decisions

Relay NationOnline

Community

360 CRM


Why does engagement matter?


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


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


Feedback & Discussion

Contact Jeremy Demers to schedule a Live Demo of Small World Labs [email protected]

@SmallWorldLabs

/SmallWorldLabs

learn how american cancer society succeeds with online community

Health & Medicine

event participants

event committees

relayforlife integrated

new supporters

relayforlife client

life participants supporters

followfollowing attend

nonprofit associations