six strategies to increase member/donor engagement & retention using private social networks

Six strategies to Increase Member/Donor Engagement & Retention using Private Social Networks

Lisette Sutherland

LISETTE SUTHERLAND, Community Deployment Specialist

Six Strategies to Increase Member/Donor Engagement & Retention using Private Social Networks

Your organisation brings together people who strive to make a difference


You have a vision for attracting and engaging more members and/or donors


There are many ways for meeting member and donor goals


Understand the unique ways that private social networks can help you


Decide whether to pursue social networks as an engagement and recruitment tool


Old way to work


New way to work

Is your organisation ready?


1) What does a private social network do?

2) Create a place where great things happen

Private social networks involve and engage members with the organisation and each other




A) Networking environment


Network with colleagues around the world in a trusted, safe, and moderated environment


Matching your brand creates recognition and trust


Link to your membership database and automate


Member directory helps users find each other


Customizable profiles add user-specific value


Tags offer creative categorization possibilities


Welcome Page feeds latest, most important info


Map gives geographic context





B) Resource hub


Resource hubs consolidate knowledge in one place; your organisation becomes the go-to place


Libraries give ability to share files from anywhere


Blogs provide thought leadership to large audience


Forums collect conversations & questions in one place





B) Resource hub

C) Collaboration tool


Collaboration tool: work with the best from anywhere


Groups allow people to organize & talk around topics of mutual interest


Calendar helps people schedule & find events


Wikis enable people to edit documents together





B) Resource hub



A) Customize your focus

Start by designing a customized strategy


To build a useful community, understand your audience


Successful engagement = WIN / WIN


Define success for your organization


Define success for your members


Choose an area of focus


Step by step workbooks are provided to guide new managers


Build your community, collect data, and continuously refine your strategy to maximize engagement



As your members organize themselves...

Data is collected automatically in the community


Data is collected from external sources


Collect your own quantitative data


Collect qualitative data



INVOLVED

How many people are coming to the community?

How often are they coming to the community?


INVOLVED

ENGAGED

How are your members using the community?


INVOLVED

ENGAGED

How is the community contributing to your organisation’s mission?

ENCHANTED





B) Six strategies


B) Resource hub


1) Appoint a community manager



“I use the analogy of the party host: you’ve got all these people in the room, but someone has to go around and make sure people feel comfortable.”

~ Donna Childress, National Council on Aging

2) Identify champions – inside and outside the community


3) Share resources generously



“You shape your reputation through your contributions and the public feedback they attract, not by promoting yourself. And leading with generosity is also the best way to build relationships.”

~ John Stepper, Deutsche Bank

4) Make it easy and infuse fun



“Our aquatics group had a contest. Each board member wrote a blog once a month for 6 months. Each person who commented went into a drawing for a Starbucks card. It was really successful.”

~ John Glaeser, California Parks and Recreation Society

5) Inspire dialogue


6) Trust organic growth



“Instead of asking ‘How can I motivate people?’ we should be asking ‘How can I create the conditions within which people will motivate themselves?”

~ Edward Deci, Psychologist

Overview of 6 strategies


1) Appoint a community manager

2) Identify champions – inside & outside the community

3) Share resources generously

4) Make it easy and infuse fun

5) Inspire dialogue

6) Trust organic growth

In my former life, I managed unknown bands


Extrapool, an experimental music venue, asked me to help organize their volunteers


Together we setup a private social network, that they called “The Workflow”


Extrapool created a community where great things happen... and so can you!






B) Six strategies


B) Resource hub


I’m here to help you! LisetteSutherland.com


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