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PROFILING: WEBINAR #2
The Profiling Campaign – Building the campaign
8/28/2012 Blackbaud Confidential 2
TODAY’S TOPICS
• Quick review from last week: Profiling
• The Go! Profiling Campaign Kit
- Planning Your Campaign
- Building Your Campaign
• Campaign ready to go: Launching
• Campaign follow up: Reporting
• Wrap up
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NARRATIVE It’s not
all
about
you
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USER PROFILE The information that you
know about your constituent
This includes…
• Biographical Info
• Group membership
• Preferences (Interests)
• Online giving history
• Online interaction history
• Other data (survey
responses or other info)
Know your Audience
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It’s all about
Groups
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(Developed by Scott Matthews of XPLANE)
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TODAY’S TOPICS
• Quick review from last week: Profiling
• The Go! Profiling Campaign Kit
- Planning Your Campaign
- Building Your Campaign
• Campaign ready to go: Launching
• Campaign follow up: Reporting
• Wrap up
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PROFILING CAMPAIGN BIG PICTURE
Planning Building Launching Reporting
-Asking the right
questions
-Timing for when
you’ll deliver
-Permission to
promote it on your
site or via other
channels (social)
-Start with the Profiling
Campaign Kit
-Campaign includes
Luminate Online
Survey and an email
campaign with 2
messages to promote
-Start considering what
groups you’ll want to
create post campaign
-Who will need to be
involved for final
approval?
-What target date do
you have in mind for
launching?
-Schedule the
message deliveries in
advance
-Promote the initiative
across multiple
channels
-Survey report will
contain answers to
their questions
-Interests and Bio
questions will
automatically update
their C360 Profile
-For creating any
newly desired groups,
you might need to use
Query or Group
Uploads as a final step
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Online Survey Form
Constituent receives
email message
CAMPAIGN FLOW FOR USERS TO UPDATE PROFILES
Thank you page
Other Actions
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Message #2 Message #1
EMAIL CAMPAIGN SEQUENCE – GO! PROFILING CAMPAIGN
Thank you
follow up message
Your Target
Audience
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GO! PROFILING CAMPAIGN GUIDE
Can help you organize your
message content for running
this profiling campaign.
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PLANNING
• Campaign Theme/Narrative
• Asking the right questions
• Motivating your constituents - Additional Incentives for participating?
The Right Questions
• Relevant
• Actionable
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BUILDING
• Create the Survey
• PageBuilder - Main landing page (includes embedded survey)
- Thank you page
• Email Stationery
• Email Campaign w/2 messages
The Kit has HTML Templates to get you started
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TODAY’S TOPICS
• Quick review from last week: Profiling
• The Go! Profiling Campaign Kit
- Planning Your Campaign
- Building Your Campaign
• Campaign ready to go: Launching
• Campaign follow up: Reporting
• Wrap up
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LAUNCHING
• Decide your target groups for email delivery – schedule the deliveries
• Additional promotion opportunities?
- Homepage promotion?
- Social Media promotion?
- Sidebar mention w/link in your regular eNews?
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TODAY’S TOPICS
• Quick review from last week: Profiling
• The Go! Profiling Campaign Kit
- Planning Your Campaign
- Building Your Campaign
• Campaign ready to go: Launching
• Campaign follow up: Reporting
• Wrap up
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REPORTING
• Survey report
• Automatic updates
• Sorting your data for group uploads
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TODAY’S TOPICS
• Quick review from last week: Profiling
• The Go! Profiling Campaign Kit
- Planning Your Campaign
- Building Your Campaign
• Campaign ready to go: Launching
• Campaign follow up: Reporting
• Wrap up
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This campaign will put the word out to your audience… but make sure to
consider other ongoing tactics, like:
Evergreen campaign to encourage users to update profile
Link in all emails to update profile
Include links for updating profiles in AR messages
As you learn more about your
audience, the next step is to
get them all into Groups
OTHER PROFILING TACTICS
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NEXT STEPS
• Download the Profiling Campaign Kit
• Plan your campaign
• Build the messages using the templates as a start
• Launch your campaign
• Use the reports to learn
• Create the groups that you need to start communicating
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Q&A