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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