building the ladder of engagement with salesforce - minneapolis nonprofit salesforce user group...

#SoapboxEngage

Complete the path to the ladder of engagement

Online strategies and integrationexamples with Salesforce

Ryan W. OzimekCEO, Soapbox Engage

January 28, 2015

Wednesday, February 4, 15

#SoapboxEngage

Everyone caffeinated?


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Good! Lots of great stuff today!


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Hi!


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4 key takeaways


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#1

Understanding the concept of the ladder of engagement to build your own conversion funnel for supporters.


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#2

Identifying the steps within your organization’s engagement ladder to encourage movement of supporters.


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#3

Crystal clear understanding of examples and how this can be translated to

working with Salesforce.com.


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#4

I like burritos.Like really, really, really like burritos.

Where are the burritos?


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But wait,there’s more!


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Bonus takeaways!


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Bonus takeaways!

• Learn the key demographics of today’s online fundraising


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Bonus takeaways!

• Learn the key demographics of today’s online fundraising

• Actual examples and tactics for building online engagement on-ramps.


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Dig it?


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Agenda

• Big picture and motivation

• Online ladder of engagement

• Demographics

• Preparation and discovery

• Tactics and examples

• Questions and answers


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Who’s in the audience?


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Accidental techies rule


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This won’t be a stats course...


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...but we can get really geeky.


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Who am I?


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Hi, I’m Ryan Ozimek, CEO


#SoapboxEngageWednesday, February 4, 15

#SoapboxEngage

Our Soapbox Engage crew


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Websites


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Engagement tools


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Email marketing tools


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Our PICnet community


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Where am I from?


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My core technology value

>


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Agenda

•Big picture and motivation


• Demographics





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What makes people take action?


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motivation


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motivation +


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motivation + passion


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motivation + passion =


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motivation + passion =

actionable goodness


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How do we motivate folks?


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Let’s dive into a scary subject


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The freaky economics of it all


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Reality check on motivation


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Their findings


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Their findings

• Carrots and sticks do work, but...


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Their findings


• Really works only when the task required utilizes rudimentary cognitive skills


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Their findings



• Even crazier...


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Their findings



• Even crazier...

• At some point, when you provide higher monetary rewards for more critical thinking tasks, you actually start to get worse results


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Autonomy


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Mastery


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Purpose


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Personal alignment

How can we align this with online

engagement?


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Personal alignment

It’s critical we focus on purpose


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Agenda

• The big picture and motivation

•Online ladder of engagement

• Demographics





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The ladder of engagement


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Business analog


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Business analog

• Leads (qualification process)


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Business analog


• Opportunities (closing deals)


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Business analog



• Prospecting (10%)


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Business analog




• Qualification (20%)


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Business analog





• Needs Analysis (30%)


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Business analog






• Value Proposition (50%)


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Business analog







• Identify decision makers (60%)


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Business analog








• Proposal (80%)


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Business analog








• Proposal (80%)

• Negotiation (90%)


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Business analog








• Proposal (80%)

• Negotiation (90%)

• Closed won! (100%)


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Is this really how it works?


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• multiple on-ramps can change the starting line


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• social media


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• social media

• press


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• social media

• press

• word of mouth


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• social media

• press

• word of mouth

• email marketing


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• social media

• press

• word of mouth

• email marketing

• paid advertising.


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• different requirements for different prospects


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• white papers


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• white papers

• success stories


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• white papers

• success stories

• third-party validation from clients


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• white papers

• success stories


• research papers


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• white papers

• success stories


• research papers

• executive vision.


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What we think it is


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What we think it is

What it actually is


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Alignment with our sector

How does this relate to us in non-profits?


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Alignment with our sector

Let’s look at our pipeline process


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5 step ladder of engagement


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• Happy bystanders (Listen)


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• Spreaders (Share)


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• Donors (Money)


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• Donors (Money)

• Evangelists (Solicit)


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• Donors (Money)


• Instigators (Create)


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• Donors (Money)


• Instigators (Create)

Thanks to Beth Kanter!


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Ladder of engagement

But does this fit every supporter

model?


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Different goals


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Different goals

• Increase fundraising


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Different goals


• Shape legislation


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Different goals



• Build community


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Different goals



• Build community

• Serve beneficiaries.


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Different mediums and channels


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• Online


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• Online

• social media


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• Online

• social media

• email


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• Online

• social media

• email

• Offline


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• Online

• social media

• email

• Offline

• direct mail marketing


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• Online

• social media

• email

• Offline


• phone


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• Online

• social media

• email

• Offline


• phone

• in-person.


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Engagement flow


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Engagement flow

Marketing


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Engagement flow

Marketing Action


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Engagement flow

Marketing Action Next Step


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Marketing


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Marketing

• Goals


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Marketing

• Goals

• Spread message across different channels


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Marketing

• Goals


• Direct viewers to action elements (landing pages)


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Marketing

• Goals



• Track original sources


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Marketing

• Goals




• How?


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Marketing

• Goals




• How?

• Email


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Marketing

• Goals




• How?

• Email

• Social media


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Marketing

• Goals




• How?

• Email

• Social media

• Other?


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Action


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Action

• Goals


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Action

• Goals

• Get people to take the intended action


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Action

• Goals


• sign a petition, make a donation, become a volunteer


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Action

• Goals



• Assign people to a ladder of engagement


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Action

• Goals




• How?


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Action

• Goals




• How?

• Landing pages


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Action

• Goals




• How?

• Landing pages

• Assign values or codes to landing page actions


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Action

• Goals




• How?

• Landing pages

• Assign values or codes to landing page actions

• Other?


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Next action


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Next action

• Goals


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Next action

• Goals

• Provide clear direction for the person’s next step


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Next action

• Goals


• sign-up for a mailing list, make a donation, etc


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Next action

• Goals



• Spread the word


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Next action

• Goals



• Spread the word

• How


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Next action

• Goals



• Spread the word

• How

• Social sharing


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Next action

• Goals



• Spread the word

• How

• Social sharing

• Additional landing pages


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Next action

• Goals



• Spread the word

• How

• Social sharing

• Additional landing pages

• Obvious buttons and language.


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Engagement flow

Marketing Action Next Step


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How to build your own ladders


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• Start by thinking about your online personas


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• Focus on 3-5 maximum ladders


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• Keep ladder steps simple


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• Keep ladder steps simple

• Create a single goal for each ladder.


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How to measure your success


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• Consider giving point values for each engagement ladder’s steps


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• Record this data in Salesforce.com


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• Automate the reporting of it


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• Automate the reporting of it

• Provide automated messaging to encourage your community up the next step.


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Bad news...


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There likely isn’t a one size fits all

ladder of engagement


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Build multiple ladders

Volunteers Donors Advocates


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Agenda



•Demographics





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Demographics

1 in 5 adults have given online.


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Demographics - generational


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• Oldest generation: 79% donated in 2011


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• Baby boomers: 67%


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• Gen X donors: 58%


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• Gen X donors: 58%

• ...what about the youngest generation?


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• Generation Y are born givers...


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• 80% of gave either fiscally or with goods in 2011


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• 70% educated peers on a cause


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• 68% volunteered


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• 68% volunteered

• 56% fundraised


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• 68% volunteered

• 56% fundraised

• 49% joined/created online social networking group based on social good


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• 68% volunteered

• 56% fundraised

• 49% joined/created online social networking group based on social good

• 35% texted donations, voted, or organized


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What else about Gen Y?


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The generational takeaway

• “As Gen X and Y age and donate more, and Boomers and elders become more familiar with technology, the future of giving will go digital.”

- University of North Carolina


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Online donors more valuable

• Donors that have their originating solicitation online give on average $62, versus $32 from those that are solicited via mail.


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Bottom line


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Bottom line

• online giving is continuing to grow


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Bottom line


• it has strong potential for higher future donations


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Bottom line



• younger generations are having more of their first donations online with an organization


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Bottom line



• younger generations are having more of their first donations online with an organization

• engaging younger generation donors via multiple, non-fundraising channels can likely increase future fundraising rates.


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Agenda


• Strategy and the online ladder of engagement

• Demographics

•Preparation and discovery




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Do your research


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Create online personas


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• List your audiences, drill deep


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• Aim for your online influentials


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• Avoid the org chart


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• Make it clear where personas should start


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• Make it clear where personas should start

• Give clear calls-to-action.


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Agenda

• The big picture and motivation


• Demographics


•Tactics and examples



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Anchoring


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Give them pre-defined values


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The holy grail?


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The holy grail?

• Predefined values...


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The holy grail?


• Insight into your donor’s history...


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The holy grail?


• Insight into your donor’s history...

• Call to action based on past giving history.


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Kill the shopping cart


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7 long steps to giving a donation


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1. register for an account


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2. open email to confirm registration


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3. sign-in


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3. sign-in

4. fill-out donation form


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3. sign-in


5. go to shopping cart


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3. sign-in



6. fill-out credit card information


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3. sign-in



6. fill-out credit card information

7. grab a water after the exercise


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3 easy steps to giving happiness


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1. fill-out donation page


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2. smile that you’ve done good for the world


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2. smile that you’ve done good for the world

3. take another action.


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Kill the shopping cart, always?

One exception to the rule...


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Take them shopping...


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The growing mobile wave


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Mobile giving skyrocketing


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• Up until 2010: ~ $1MM


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• Up until 2010: ~ $1MM

• After the Haiti earthquake: $50MM.


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The mobile challenge...


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• There’s a good chance you don’t have...


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• one of the worst natural disasters in the Western Hemisphere


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• two US presidents personally supporting you


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• two US presidents personally supporting you

• entire phone companies making it easy to give.


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• You can still make it easier to give by...


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• thinking mobile giving at events


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• thinking mobile giving at events

• building “responsive” mobile-friendly designs.


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Be responsive...in your design


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Great new mobile tools


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How to test for responsiveness


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Provide multiple on-ramps


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Providing multiple on-ramps


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• follows from the online engagement ladder


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• can include a variety of activities, like...


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• newsletter sign-up


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• event registration, attendance


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• event registration, attendance

• advocacy (i.e. write your representative, petition signing).


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Complete the path

$Petitions

WebContent

Events

NewsletterSign-ups

MassEmail

VolunteerSign-ups

SupporterSelf-Service

ApplicationsOne-timeDonations

SustainingDonations

Shop

Acquisition Marketing Conversion


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• New organization started in Sept 2011


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• Sponsored by Auburn Seminary in NYC


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• “To combat hate and build love in response to violence against Muslim and Sikh Americans.”


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• “We provide avenues for people of all faiths and walks of life to take strategic social action around shared moral imperatives.”


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• “We provide avenues for people of all faiths and walks of life to take strategic social action around shared moral imperatives.”

• Needed to hit the ground running.


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Top 5 results for Groundswell


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• Organization starts on Sept 11, 2011 with 20,000 supporters


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• Doubles to 40,000 supporters in 2 months


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• Receives 25,000-35,000 petition actions/month


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• On pace for 100,000 supporters by year’s end


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• On pace for 100,000 supporters by year’s end

• 5x increase in potential donor pool in just 1.5 years based solely on ladder of engagement principles.


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The path for Groundswell


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• Compelling story (motivation)


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• Sign the petition (action)


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• Give money (financial contribution)


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• Give money (financial contribution)

• Social networking (sharing).


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Brand consistency


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Brand consistency

• Keep your design and brand the same through all your touch points


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Brand consistency


• mail


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Brand consistency


• mail

• email


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Brand consistency


• mail

• email

• website


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Brand consistency


• mail

• email

• website

• blog


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Brand consistency


• mail

• email

• website

• blog

• call to action


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Brand consistency


• mail

• email

• website

• blog

• call to action

• donation page.


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Avoid the data silos


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• Email marketing


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• Email marketing

• CRM


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• Email marketing

• CRM

• Fundraising service


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• Email marketing

• CRM


• Spreadsheets


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• Email marketing

• CRM


• Spreadsheets

• Outlook email


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• Email marketing

• CRM


• Spreadsheets

• Outlook email

• Someone’s yellow stickies.


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• How to avoid the data silos?

• Use tools that build bridges with open data models

• And one great example...


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Use Salesforce.com!


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Bridge builders


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Diversify online giving options


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Tip jar to cover tranx costs


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Recurring donations


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Donors choose campaigns


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Memorial giving


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Bringing all the tools together


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• Get that Salesforce.com fired up!


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• donor gives online


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• real-time transaction


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• data stored directly into system


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• email response auto-generated


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• email response auto-generated

• drip marketing depending on cycle of donor begins.


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• different call to action made on thank you page


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• pre-built reports show real-time data


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• dashboard available


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• scoring and rewards for fundraisers


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• share the donation online, have donor get more donors


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• share the donation online, have donor get more donors

• the virtuous cycle continues!


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Whew! What did we cover?



• Demographics





#SoapboxEngage

Questions (and coffee)?


#SoapboxEngage

Thanks Twin Cities SFDCNPUG!


#SoapboxEngage

More questions? Contact me...

Ryan OzimekPICnet

Twitter: @cozimek

[email protected]


mailto:[email protected]

mailto:[email protected]

building the ladder of engagement with salesforce - minneapolis nonprofit salesforce user group...

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