October 16 th, Community Conference The tools we give you to get personal Jonathan Purchase: Engaging Networks

Getting personal Don’t make the mistake of treating everybody like everybody Successful online fundraising and activism is all about building relationships, which will help you to raise more money and campaign more effectively How do you build those relationships? By getting personal It’s about your supporters not your organisation

Engagement to get personal Segmentation + Relevance = Interaction ( opens, donations completed, actions taken, loyal supporters)

Data segments… Are only useful if you plan to segment supporters and personalise content. Otherwise what’s the point? If you’ve decided to segment and personalise, what can you segment against?

Supporter interest Segments can be used to customise content based on supporter interest Content that’s specific to a supporter’s interest becomes relevant 1. Segmentation on

How can you find out what your supporters are interested in? Ask them when they join Surveys Follow the types of actions they are taking

Humane Society International Whales, seals, street dogs

Engagement (for re-engagement) Segments can be used strategically to engage or re- engage supporters For example: a segment for lapsed supporters, a segment for supporters that have only made a single gift, taken one action in the last year, etc… Why? because the donor attrition rate of someone that makes a single donation is 50% but it drops to 30% if a donor makes two gifts* 2. Segmentation on

Applying this theory No previous donation Previous donation Monthly donor You can either send different s to different segments or use our conditional content software to switch round copy in the same based on pre-set profiles.

Message testing If a person comes into your database after having taken action on a specific issue, you should 'test' for engagement with other issues Use campaigns to identify your ‘segments’ (arctic, bears, badgers, etc…) and then build profiles based on this information What else can you try?

Applying this theory Ensure your actions are named properly to capture the interests. For example: Bears_donation_April_2012 Bears_campaign_May_2012 Run a profile, looking for everyone who has taken a bears campaign or donation Send this segment an asking them to donate to your whales campaign Send another to the rest of your list asking them to donate to your whales campaign excluding the above bears segment. Compare the results

Message testing – new joins triggers allow you to automatically generate s to specific supporters, at specific times, and at specific intervals. Why not try triggers? l triggers?  A welcome series don’t wait months to send the first newsletter

Applying this theory Set up your ‘join’ data capture and get supporters to use it Decide the filter criteria – in this case new supporter but there are many others Decide how often you want your ‘trigger’ to run in the software, to pick up new supporters (daily, weekly, monthly) Decide on what your welcome series will be (content and duration) If your ‘join’ form has a question asking for interests (bears, pandas, etc), different welcome series can be triggered based on interest. Automated segmentation! Change the message content regularly, or format of the s, and test open rates, click through, etc… * Make sure you also pick up supporters who have taken a first action and ‘imports’

Super activists How do you treat super-activists? Do you even know who they are in your database? How do they become a super-activist for your organisation? How do you keep them at that level when they get there? Perhaps rewarding super-activists with free festival tickets and other kinds of volunteering opportunities will get them more engaged Give them special ‘asks’ (letter writing, meet MP etc) Don’t forget offline support

Who are your supporters? Super activists Lapsed donors Campaigners only Interested in certain types of donation requests Interested in activity in their region Interested in certain issues Came from certain sources What else?

Ladders of engagement If you know who your supporters are and segment based on interest or activity you can get your supporters to climb ‘ladders of engagement’

Ladders of engagement If you don’t know know who your supporters it could be a slippery slope!

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Summary Data segments are only useful if you plan to segment supporters and personalise communication Segments can be used to customise content based on supporter interest Segments can be used strategically to engage or re-engage supporters based on previous activity Cross promote your message(s) to supporters who came on board from a different issue Make use of (segmented?) welcome series Remember your super activists and all your segments Try and get them onto ‘ladders of engagement’

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