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Christopher [email protected]
678 608 3408www.ifpeople.net
Leveraging Web Technologyfor Effective Engagement
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ContentsI. About ifPeople
II. Defining Effective Engagement
III. The Ladder of Engagement
IV. Tools & Processes for Effective Engagement
V. Moving Up the Ladder: Plone & Salesforce
VI. Demos
VII. Getting Plone & Salesforce
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Social Enterprise PartnershipBased StrategyCentered
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Our Clients:
Nonprofits | Green Businesses | Education
Social Enterprises | Small Businesses
Our Services:
Strategic Consulting | Online Marketing
Development: CMS (Plone) | CRM (SFDC)
Training | Support
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We help our clients use techto nurture effective, longterm relationships with stakeholders.
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Because relationships are at the heart of nonprofits.
external relationships
ExternalRelationships Donors Advocates Subscribers Replicators Clients
Internal Relationships Employees Volunteers Board
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As your network grows...
…relationships become more and more complex
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For your relationships to mature, you must effectively engage your constituents.
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How do we define“effective engagement”?
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It’s communication that moves people to increased commitmentand involvement.
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The Ladder of Engagement
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viewcontent
subscribe to content
give money
provide info
take part
give time
start something
Ranks levels of constituent action
High rungs: involved formsof activism
Low rungs: easy ways to engage
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viewcontent
subscribe to content
give money
provide info
take part
give time
start something
Effective engagementmoves people up ladder
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subscribe to newsletter
comment on blog
subscribe to content
take part
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donate
replicate
give money
start something
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A web visitor isn’t always a major donor
For effective engagement, you must communicate with each group appropriately.
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What tools & processes do I need for more successful engagement?
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1. Targeted Messaging2. Two Way Info Flow3. Staff Sharing Info4. Automated Processes
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Targeted, direct communication with constituents…
edit content on website
targeted emails
1.
newsletter
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Grass RootsOrganizers
UndecidedVoters
Requests to hold support parties, participate in rallies, drive others to
polls, etc.
General messaging about policies, hope for
change, etc.experience
content
start something
Obama Campaign
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PetitionSigner
AlertSubscribersubscribe
to content
take part
Ask to contact politicians, write letters to editor, forward info to
networks
Info about membership/ services,
invitations to attend events/ rallies
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Information must flow two ways…2.
content youproduce
comments
web analytics
email stats commentsemail stats
content you produce
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Social Media
blog entry
comment
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Analytics….Database Dashboard
Web Analytics
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Staff shares information with other staff members…
potential donors
client interactions project
progress
events& meetings
3.
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RSVP Follow Up & Tracking…
contact infofrom event attendees
Membership staff
Development staff
Programming staff
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Automates processes…
templated responses
subscriptions form submissions
4.
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1. Targeted Messaging2. Two Way Info Flow3. Staff Sharing Info4. Automated Processes
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What tools can I use to manage our communicationsmore effectively?
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Finding the right tool
bulletinboard? spreadsheet?
CRM/CMS?
Increasing org complexity, size
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A specific tool set forcomplex needs.
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Open Source CMS UserFriendly International Community Extensive functionality Customizable
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Plone is UserFriendly●Create, manage, edit, and publish web content with ease.
– No html knowledge needed
– Extensive free help: and documentation: plone.org/documentation + plonebook.info
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Collaborative Community
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mifos.org
Grameen Foundation
Open source software for microfinance
PROJECT HIGHLIGHTS
Directory and map of community
Interface supports community
Design + Implementation
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lta.org
Land Trust Alliance
Network and strengthen land trusts in the US
PROJECT HIGHLIGHTS
Taking branding strategy to web
Site lowered support costs
Wireframes + IA + Implementation
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dotrust.org
Int'l development NGO
Train entrepreneurs in technology and projects
PROJECT HIGHLIGHTS
International network of site users
Carefully structured site security
Web 2.0 and Online profiles
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communitychange.org
Center for Community Change
Grassroots organizing
KEY PRODUCT
Plone CMS
DIA for Advocacy
Salesforce.com for relationships
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Plone Works for Nonprofits
Easy to Use!Flexible and
scalableLarge (nonprofit)
community backing
Integrates well with other systems
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Relationship Management 1.5 Million Users InternetBased Tracks Data & Metrics Free to Nonprofits
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info collectionevent RSVPecommercenewsletter signup
info goes
directly to
How they come together…
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How will these tools improve myrelationships?
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Demo #1…
Inquiries Become Assets
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Van Jones
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All requests come in through a form
Built in PloneEasy to editDumps directly to Salesforce
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Request dashboard in Salesforce
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Demo #2…
Keeping DonorsIn the Loop
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Automate Online Giving
Make the giving process easier
Make tracking and reporting on giving easier
Reduce technical staff costs of data management
Enable better followup with donors
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Shopping cart and additional donations
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Checkout = Valuable Information
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04/23/09
user data
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04/23/09
user data
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04/23/09
payment
order
user data
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04/23/09
payment
order
user data
contact opportunity donation details
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Contact record with donation
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Donation details include products
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All web donations roll up to campaign report
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04/23/09
newsletter email
user data
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Demo #4…
Tracking Ladder ofEngagement
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Assign “leadership levels” to campaigns
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Track activities of contacts
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Calculate leadership level for contacts
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6/14/09 Dashboards on Realtime dashboards on engagement
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How do I getthese tools?
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A holistic approachcan be painful.
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Making engagement platformprojects successful…
Stakeholders Define requirements Chunking/phasing
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Roles and skills you need…
SkillsProject managementAbility to investigate & articulate requirementsCollaboration & negotiationOperations & technical implementationOngoing training/ support
Roles Executive team for support & visionProgram staff (users)CommunicationsOrganizers FundraisingIT
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What You Do…
Product Owner
Project Manager
System Administrator
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What You Can Outsource…
Strategy, Planning, RFP
Implementation
Support and Maintenance
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Find consultantswho can balance and juggle.
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Learn MoreifPeople Resources:ifpeople.net
Plone Resourcesplone.org – downloads, documentationplone.net – case studies, consultants
Salesforce Donationssalesforcefoundation.org
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How do I know what toolsare right for me?
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Depends on…
organizational needs stakeholder needs
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Stakeholder needs…
How do they want to relate to my org?
What services do they require?
What info do they want?
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Stakeholder needs…
How do they want to receive and share info?
RSS? premium content?
usergeneratedcontent?
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Your needs…What is your organization’s:
Scale?
Complexity?
Longterm goals?
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What will it cost?
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Questions: http://is.gd/tVgk
Basic websites + simple integration: $10k20k and up. 34 months. Basic CRM database $815k and up. 34 months. Wildcard: data migration
Email broadcasting & online activism: $1k2k setup, plus ongoing costs ($50/month and up). 12 months.
Custom integration functionality: varies widely.
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For this to work, all info mustbe in a central location…
Source: cristosync flicker.com
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Demo #3…
Custom Forms& Mappings
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placement on ladder
how to speak to them
effective engagement