365 Constituent Engagement

365 Constituent Engagement

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  365 Constituent Engagement Dolores McDonagh Principal Consultant, Creative & Strategy Practice
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  2 Why engage?
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  3 You gottareach out…
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  4 How doyou avoid this?
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  5 How toAvoid Losing Your Mind • Have a Plan • Use ALL Your Channels Wisely • Embrace Automation
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  6 Have aPlan
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  7 Welcoming Website • Identify great content on your website and highlight in cultivation communications • Highlight donor & advocate impact prominently on your site • Consider a Action Center where constituents see that it’s “all about them.” 35% of donors report visiting a charity’s website from a few times per year to daily. Where To Start:
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  8 Action Center
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  9 Empower Constituentsto Update Info
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  10 Multi-Channel Marketing • Don’t assume digital donors don’t want direct mail (and vice versa) • Let donors know if there is additional content online and provide url • In appeals remind people they can donate online Direct Mail listed as the #1 way donors got information in Charity Dynamics Donor Engagement Study Where To Start:
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  11 Multi-Channel Marketing • Invest in mobile friendly or responsive emails • What good is sending email if people can’t read it? • Try not to make your donors work so hard Increased in mobile viewership in the last 12 months – selected Charity Dynamics Clients Mobile: 44%
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  12 Sharable SocialMedia Many Hands Make Light Work • Let Your Supporters Share the Load • Do invest time in monitoring your feeds, both for cultivation and to feel the zeitgeist • Don’t create “rogue” social campaigns, unless you have a really good reason 54% of donors are willing to talk to friends and family about their favorite organization.
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  13 Hard WorkingEmails • Only email when you’ve got something to say • Don’t skimp on personalization • Less is sometimes more for some segments • Embrace Automation through “Trigger Campaigns” 51% of donors get information about their favorite charity from an e-newsletter. Sometime Less is More:
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  14 Digital CommunicationPreferences • Email and Website generally come up #1 and #2 in digital activity, from Advocacy to finding Volunteer Opportunities to Researching before Donating 30% 20% 10% 0% Find Out about Advocacy Needs Low Mid High Donation Level Visit Charity’s website from my computer Visit Charity's website from my mobile device (phone/tablet) Visit Charity’s Facebook page Use Charity’s mobile app Log-in to personal profile/page on Charity’s website Follow Charity’s Twitter feed Receive text message from Charity Receive email from Charity
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  Avoid the EmailWheel through Automation 15 Marketing Automation: a subset of customer relationship management (CRM) that focuses on the definition, scheduling, segmentation and tracking of marketing campaigns. The use of marketing automation makes processes that would otherwise have been performed manually much more efficient and makes new processes possible. -- Marketing Automation Times
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  16 Welcome Series 16 Welcome Series
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  17 17 WelcomeSeries Personalization Standard eCommunications Rotation Donors • Thank Them • Lead them to content that shows impact • Ask them Advocate • Upgrade to monthly donor Advocates • Thank Them • Offer 3-4 links showing programs • Ask them to take a pledge • Single donation ask Enews Subscribers • Remind Them • Offer 3-4 links showing programs • Ask them to follow you on social media • Single donation ask
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  18 Other TriggerCampaigns • Monthly Giving Ask to People giving multiple gifts in a specific period of time • We Miss You email(s) to people who haven’t opened an email with a specific period of time • Second Chance emails
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  19 Reactivation Email • Steal ideas/copy from your membership renewal series • Survey • What did we do wrong? • Tell people you’re removing them from your list
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  20 Second ChanceEmails
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  21 Donation Asksof Advocates
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  Contact Charity Dynamicsat charitydynamics.com [email protected]