The next level of online engagement
Download
1 / 62

The Next Level of Online Engagement - PowerPoint PPT Presentation


  • 118 Views
  • Uploaded on

The Next Level of Online Engagement. February 23, 2012 Indianapolis, IN. 2012 Great Rivers . Brian Cox Deirdre Asnis Online Engagement Senior Account Executive United Way Worldwide . Agenda slide. Online Engagement Overview Using Online Giving to Turn Donor Information Into Action

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' The Next Level of Online Engagement' - brandy


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
The next level of online engagement

The Next Level of Online Engagement

February 23, 2012

Indianapolis, IN

2012 Great Rivers

Brian Cox Deirdre AsnisOnline Engagement Senior Account ExecutiveUnited Way Worldwide


Agenda slide
Agenda slide

  • Online Engagement Overview

  • Using Online Giving to Turn Donor Information Into Action

  • Best Practices Update

  • Social Media

  • Website

  • Email

  • Table Activity

  • Table Reports

  • Questions


Overview of online engagement why online engagement
Overview of Online EngagementWhy Online Engagement?

THE OLD WAY

Online Engagement

ORGANIZATION

ORGANIZATION


What is individual engagement
What is Individual Engagement

  • INDIVIDUAL ENGAGEMENT: Build more personal and relevant connections with current and prospective individuals so that they become inspired to sign on for the cause and committed to act on the work and/or with United Way.

Dialogue with Individuals and Motivate Hand Raisers

  • Identify UW Supporters and Gain Better Understanding

Acquire

Activate

Retain


How online fits with individual engagement
How Online Fits with Individual Engagement

United Way will harness the power of the Internet to Advance the Common Good. We will inspire and guide a grassroots movement and ensure that we are a mobilizing force for social change -- nationally and locally -- online and on the ground.

  • Retention

  • Deepen relationships through consistent outreach and Ask/Thank/Inform.

  • Drive viral engagement.

  • Acquisition

  • Lead conversations and listen.

  • Generate buzz and WOM.

  • Acquire supporters.

E-mail

Social Media

Websites

  • Activation

  • Online Community Building. (blogging, surveys, conversations)

  • Robust Give/Adv/Volunteer experience.


Tying it together cross pollination of online and on the ground
Tying it TogetherCross Pollination of Online and On-the-Ground

#KidsWin


Agenda slide1
Agenda slide

  • Online Engagement Overview

  • Using Online Giving to Turn Donor Information Into Action

  • Best Practices Update

  • Social Media

  • Website

  • Email

  • Table Activity

  • Table Reports

  • Questions


Increasing online engagement using online giving to turn donor information into action

INCREASING ONLINE ENGAGEMENT:USING ONLINE GIVING TO TURN DONOR INFORMATION INTO ACTION

DEIRDRE ASNIS, SENIOR ACCOUNT EXECUTIVE


Increasing online engagement

  • Truist and United Way have been partners for more than 10 years.

  • Truist’s comprehensive solutions meet the needs of United Ways as diverse as the communities you support to grow workforce campaigns and encourage volunteerism in support of the advancement of the common good.

  • PROGRAM MANAGEMENT

    • Workplace Giving (also known as eWay)

    • Gift Matching

    • Volunteering

    • Click and Give

  • PROCESSING & DISTRIBUTION

    • Funds Processing

    • Vetting

    • Card Processing Services

INCREASING ONLINE ENGAGEMENT

TRUIST SERVICES


Increasing online engagement1

INCREASING ONLINE ENGAGEMENT years.

THE PYRAMID OF DONOR SERVICE

*Graphic from UWW’s 2011 SLC Presentation, “Employee Engagement and Enhancing the Donor Experience”


Increasing online engagement2

DONOR INFORMATION INTO DONOR ACTION years.

  • Be consistent in the information you collect

  • Be consistent in how you track information

  • Inform the donor how information will be used

  • Technology is just ONE tool help communicate

  • with donors

INCREASING ONLINE ENGAGEMENT






Increasing online engagement7

INCREASING ONLINE ENGAGEMENT years.

DONOR INFORMATION




Increasing online engagement9

INCREASING ONLINE ENGAGEMENT years.

LOCALHEROS—UNITED WAY OF GREATER MILWAUKEE


Increasing online engagement10

INCREASING ONLINE ENGAGEMENT years.

EMERGING LEADERS—UNITED WAY OF CENTRAL MARYLAND


Increasing online engagement11

INCREASING ONLINE ENGAGEMENT years.

STEP UP GIVING—GREATER TWIN CITIES UNITED WAY


Increasing online engagement12

INCREASING ONLINE ENGAGEMENT years.

CARINGCLUB—GREATER KANSAS CITY UNITED WAY


Increasing online engagement13

INCREASING ONLINE ENGAGEMENT years.

VOLUNTEERS—UNITED WAY OF GREENVILLE COUNTY


Increasing online engagement14

For additional information on how Truist’s products and services can help your United Way to capture additional donor information and increase individual engagement, please contact:

Deirdre Asnis

202.903.2633

[email protected]

Stop by the Truist booth at Great Rivers

or visit our website at: www.truist.com

INCREASING ONLINE ENGAGEMENT

THANK YOU!


Agenda slide2
Agenda slide services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • Online Engagement Overview

  • Using Online Giving to Turn Donor Information Into Action

  • Best Practices Update

  • Social Media

  • Website

  • Email

  • Table Activity

  • Table Reports

  • Questions


Best practices update
Best Practices Update services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • Five Facts to Bank on in 2012

  • The Face of Facebook Pages is Changing. Again.

  • Google+ Is Not Going Away

  • Traditional and Social Media Work Best Together

  • Social is Mobile and Mobile is Finally Social

  • Move Fast, or Move Out of the Way

Source:

Matt Wurst

AdAgeDIGITAL


Best practices update1
Best Practices Update services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • Inspiring Examples of Social Media ROI

  • AT&T: 21,000 customer issues resolved, resulting in 16% fewer calls

  • Bonobos.com: Found it 13 times more cost effective (CPA) to acquire a new customer from Twitter than through other marketing channels

  • Charles Schwab: Online Referrals drove 40% of new customers

  • Microsoft: House parties: 40,000 in 12 countries played a role in 3.4 million software purchases

  • Old Spice: YouTube Sensation

Source:

Peter Kim

Blog: Being Peter Kim


Best practices update2
Best Practices Update services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • How can I get more people talking about me on Twitter?

  • Share other people’s content

  • Pay attention to timing

  • Share behind-the-scenes-stuff

Source:

Andy Sernovitz

SmartBlog on Social Media

SmartBrief / Andy’s Answers


Best practices update3
Best Practices Update services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • How to Create News Feed-worthy Facebook Content

  • Content is Not Always King - Posting too often can drive fans to unlike your page. Control volume but produce content yielding high interactions

  • Vary Your Posts - Often it’s not what you’re saying, but what you’re sharing. Include photos, videos, etc.

  • Timing is Everything – Keep a log of what time of day you post things. Vary it and keep a record so you know when your posts are read the most.

  • Post About a Trending Topic

  • Go Manual – Scheduling ALL of your posts may provide a poor experience

  • Use Facebook’s New Features

Source:

Chelsea Hejny

SmartBlog on Social Media

SmartBrief

February 22, 2012


Agenda slide3
Agenda slide services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • Online Engagement Overview

  • Using Online Giving to Turn Donor Information Into Action

  • Best Practices Update

  • Social Media

  • Website

  • Email

  • Table Activity

  • Table Reports

  • Questions


Why might services can help your United Way to capture additional donor information and increase individual engagement, please contact:Social Media have good results for high-effort requests?


Poll services can help your United Way to capture additional donor information and increase individual engagement, please contact:

We don’t have a Facebook page.

We have one but don’t really use it.

We use it once a week or less.

We use it more than once a week.


  • Poll services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • We don’t have a Twitter account.

  • We have one but don’t really use it.

  • We use it once a week or less.

  • We use it more than once a week.

  • I’m tweeting this poll to my peeps now.


Untied way on twitter
Untied Way on Twitter services can help your United Way to capture additional donor information and increase individual engagement, please contact:


Agenda slide4
Agenda slide services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • Online Engagement Overview

  • Using Online Giving to Turn Donor Information Into Action

  • Best Practices Update

  • Social Media

  • Website

  • Email

  • Table Activity

  • Table Reports

  • Questions


Homepage
Homepage services can help your United Way to capture additional donor information and increase individual engagement, please contact:


Team nfl
Team NFL services can help your United Way to capture additional donor information and increase individual engagement, please contact:


Poll services can help your United Way to capture additional donor information and increase individual engagement, please contact:

We don’t have a blog.

We have one but don’t really use it.

We use it once a month or less.

We use it more than once a month.


Why blog
Why Blog? services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • Share your thoughts

  • Share breaking news

  • Provide helpful information

  • Hear back from readers

  • Have a website without geekery


Compelling content
Compelling Content services can help your United Way to capture additional donor information and increase individual engagement, please contact:


Agenda slide5
Agenda slide services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • Online Engagement Overview

  • Using Online Giving to Turn Donor Information Into Action

  • Best Practices Update

  • Social Media

  • Website

  • Email

  • Table Activity

  • Table Reports

  • Questions


Beyond the newsletter
Beyond the Newsletter services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • Email Content Should Be:

  • Be personal, relevant, and reflects actions taken or other relationship points

  • Compelling, uplifting and motivating

  • Contains a CLEAR and relevant call to action

  • Elicits emotional response or feedback

  • Easy to read and understand without scrolling to read more

  • Ties to aspirational messaging about advancing the common good


Constituent segmentation
Constituent Segmentation services can help your United Way to capture additional donor information and increase individual engagement, please contact:

  • Behavioral

    • Individual has taken a pledge, answered a call to action, shared content

    • Brand Evangelists

  • Demographic

    • Affinity Groups, Students, Women

  • Relationship Based

    • Donors, Volunteers, Advocates

  • Relation to United Way

    • Workplace Supporters

    • Online Givers


  • Email onramping make it personal
    Email services can help your United Way to capture additional donor information and increase individual engagement, please contact:Onramping – Make it Personal

    • Example: One Million Volunteer Readers, Tutors and Mentors

    • Timing: Day 1

    • From: Juana Slade

    • Subject: You’re the best

    • Open Rate: 61.2%

    • Click Rate: 19.8%


    Email onramping make it personal1
    Email services can help your United Way to capture additional donor information and increase individual engagement, please contact:Onramping – Make it Personal

    • Example: One Million Volunteer Readers, Tutors and Mentors

    • Timing: Day 1

    • From: Juana Slade

    • Subject: Let’s get started

    • Open Rate: 53%

    • Click Rate: 10.1%


    Email onramping make it personal2
    Email services can help your United Way to capture additional donor information and increase individual engagement, please contact:Onramping – Make it Personal

    • Example: One Million Volunteer Readers, Tutors and Mentors

    • Timing: Day 17 (2 weeks)

    • From: Juana Slade

    • Subject: Have you seen the forecast?

    • Open Rate: 25.5%

    • Click Rate: 3.7%


    Email onramping make it personal3
    Email services can help your United Way to capture additional donor information and increase individual engagement, please contact:Onramping – Make it Personal

    • Example: One Million Volunteer Readers, Tutors and Mentors

    • Timing: Day 31 (4 weeks)

    • From: Juana Slade

    • Subject: Nervous and excited!

    • Open Rate: 21.1%

    • Click Rate: 7.3%


    Email onramping make it personal4
    Email services can help your United Way to capture additional donor information and increase individual engagement, please contact:Onramping – Make it Personal

    • Example: One Million Volunteer Readers, Tutors and Mentors

    • Timing: Day 45 (6 weeks)

    • From: Juana Slade

    • Subject: Let’s build a movement!

    • Open Rate: N/A

    • Click Rate: N/A


    Agenda slide6
    Agenda slide services can help your United Way to capture additional donor information and increase individual engagement, please contact:

    • Online Engagement Overview

    • Using Online Giving to Turn Donor Information Into Action

    • Best Practices Update

    • Social Media

    • Website

    • Email

    • Table Activity

    • Table Reports

    • Questions


    Table activity
    Table Activity services can help your United Way to capture additional donor information and increase individual engagement, please contact:

    • Rules of the Game

    • Your United Way has received an endowment to cover all expenses related to advancing two goals. The sky is the limit! You’re on the hook for one of these goals, but resources are not of concern.

    • Each table will need to select a presenter and will have 90 seconds to report to the group.

    • Reporting to the Group

      • Report Format: Timeline / Summary

      • Plan Period:6 Months

      • Stay Brief: Share high level information and highlights only. Time will be enforced!


    Table assignments
    Table Assignments services can help your United Way to capture additional donor information and increase individual engagement, please contact:

    • Your Mission

      • Group One: Create a plan to increase revenue by deepening relationships with donors through year-round online engagement.

      • Group Two: Advance United Way’s challenge to America to recruit one million volunteer readers, tutors or mentors. Create a plan to recruit and subsequently engage volunteers using the web.

    • Your Assets

      • Social Media Communities: Facebook, Twitter, YouTube, Google+, etc.

      • Email List with ability to segment constituents

      • Website and blog

      • You are not limited by resources: Think outside the box


    Table assignments1
    Table Assignments services can help your United Way to capture additional donor information and increase individual engagement, please contact:

    • Key Considerations

      • 2012 Focus on Engaging Women

      • 2012 is United Way’s 125th Anniversary

      • Maintaining ties to Education, Income and Health

    • Key Dates

      • May 2 – 4 (Nashville)CLC including Crescendo of 125th Celebration

      • June 21 (US) - United Way Day of Action, - Launch of LIVE UNITED Read. Learn. Succeed. - Launch of Team NFL

      • August – Sept (US)Back to School Season

      • September (US)Back to Football Friday

      • November 22 (US)United Way Halftime Show

      • December 5 (Worldwide)Worldwide Day of Action

      • December (US)End-of-Year Fundraising Effort


    Agenda slide7
    Agenda slide services can help your United Way to capture additional donor information and increase individual engagement, please contact:

    • Online Engagement Overview

    • Using Online Giving to Turn Donor Information Into Action

    • Best Practices Update

    • Social Media

    • Website

    • Email

    • Table Activity

    • Table Reports

    • Questions


    Agenda slide8
    Agenda slide services can help your United Way to capture additional donor information and increase individual engagement, please contact:

    • Online Engagement Overview

    • Using Online Giving to Turn Donor Information Into Action

    • Best Practices Update

    • Social Media

    • Website

    • Email

    • Table Activity

    • Table Reports

    • Questions


    Thank you. services can help your United Way to capture additional donor information and increase individual engagement, please contact:

    2012 Great Rivers

    Brian Cox Deirdre AsnisUnited Way Worldwide


    ad