leveraging the web for more effective engagement: alliance for nonprofit management 2009 conference...
DESCRIPTION
As your network grows, it is more important to create appropriate, targeted communications to those in your community to enhance their engagement with your organization. This presentation introduces the Ladder of Engagement as a way to increase commitment and trust with your organization and also provides several demos that leverage Plone and salesforce.com to create targeted, appropriate communications.TRANSCRIPT
Christopher [email protected]
678 608 3408www.ifpeople.net
Leveraging Web Technologyfor Effective Engagement
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
Social Enterprise PartnershipBased StrategyCentered
Our Clients:
Nonprofits | Green Businesses | Education
Social Enterprises | Small Businesses
Our Services:
Strategic Consulting | Online Marketing
Development: CMS (Plone) | CRM (SFDC)
Training | Support
We help our clients use techto nurture effective, longterm relationships with stakeholders.
Because relationships are at the heart of nonprofits.
external relationships
ExternalRelationships Donors Advocates Subscribers Replicators Clients
Internal Relationships Employees Volunteers Board
As your network grows...
…relationships become more and more complex
For your relationships to mature, you must effectively engage your constituents.
How do we define“effective engagement”?
It’s communication that moves people to increased commitmentand involvement.
The Ladder of Engagement
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
viewcontent
subscribe to content
give money
provide info
take part
give time
start something
Effective engagementmoves people up ladder
subscribe to newsletter
comment on blog
subscribe to content
take part
donate
replicate
give money
start something
A web visitor isn’t always a major donor
For effective engagement, you must communicate with each group appropriately.
What tools & processes do I need for more successful engagement?
1. Targeted Messaging2. Two Way Info Flow3. Staff Sharing Info4. Automated Processes
Targeted, direct communication with constituents…
edit content on website
targeted emails
1.
newsletter
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
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
Information must flow two ways…2.
content youproduce
comments
web analytics
email stats commentsemail stats
content you produce
Social Media
blog entry
comment
Analytics….Database Dashboard
Web Analytics
Staff shares information with other staff members…
potential donors
client interactions project
progress
events& meetings
3.
RSVP Follow Up & Tracking…
contact infofrom event attendees
Membership staff
Development staff
Programming staff
Automates processes…
templated responses
subscriptions form submissions
4.
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1. Targeted Messaging2. Two Way Info Flow3. Staff Sharing Info4. Automated Processes
What tools can I use to manage our communicationsmore effectively?
Finding the right tool
bulletinboard? spreadsheet?
CRM/CMS?
Increasing org complexity, size
A specific tool set forcomplex needs.
Open Source CMS UserFriendly International Community Extensive functionality Customizable
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
Collaborative Community
mifos.org
Grameen Foundation
Open source software for microfinance
PROJECT HIGHLIGHTS
Directory and map of community
Interface supports community
Design + Implementation
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
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
communitychange.org
Center for Community Change
Grassroots organizing
KEY PRODUCT
Plone CMS
DIA for Advocacy
Salesforce.com for relationships
Plone Works for Nonprofits
Easy to Use!Flexible and
scalableLarge (nonprofit)
community backing
Integrates well with other systems
Relationship Management 1.5 Million Users InternetBased Tracks Data & Metrics Free to Nonprofits
info collectionevent RSVPecommercenewsletter signup
info goes
directly to
How they come together…
How will these tools improve myrelationships?
Demo #1…
Inquiries Become Assets
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Van Jones
All requests come in through a form
Built in PloneEasy to editDumps directly to Salesforce
Request dashboard in Salesforce
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
Checkout = Valuable Information
04/23/09
user data
04/23/09
user data
04/23/09
payment
order
user data
04/23/09
payment
order
user data
contact opportunity donation details
Contact record with donation
Donation details include products
All web donations roll up to campaign report
04/23/09
newsletter email
user data
Demo #4…
Tracking Ladder ofEngagement
Assign “leadership levels” to campaigns
Track activities of contacts
Calculate leadership level for contacts
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6/14/09 Dashboards on Realtime dashboards on engagement
How do I getthese tools?
A holistic approachcan be painful.
Making engagement platformprojects successful…
Stakeholders Define requirements Chunking/phasing
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
What You Do…
Product Owner
Project Manager
System Administrator
What You Can Outsource…
Strategy, Planning, RFP
Implementation
Support and Maintenance
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Find consultantswho can balance and juggle.
Learn MoreifPeople Resources:ifpeople.net
Plone Resourcesplone.org – downloads, documentationplone.net – case studies, consultants
Salesforce Donationssalesforcefoundation.org
How do I know what toolsare right for me?
Depends on…
organizational needs stakeholder needs
Stakeholder needs…
How do they want to relate to my org?
What services do they require?
What info do they want?
Stakeholder needs…
How do they want to receive and share info?
RSS? premium content?
usergeneratedcontent?
Your needs…What is your organization’s:
Scale?
Complexity?
Longterm goals?
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What will it cost?
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