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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

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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.
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

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

  • 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 engagement9

INCREASING ONLINE ENGAGEMENT

LOCALHEROS—UNITED WAY OF GREATER MILWAUKEE

increasing online engagement10

INCREASING ONLINE ENGAGEMENT

EMERGING LEADERS—UNITED WAY OF CENTRAL MARYLAND

increasing online engagement11

INCREASING ONLINE ENGAGEMENT

STEP UP GIVING—GREATER TWIN CITIES UNITED WAY

increasing online engagement12

INCREASING ONLINE ENGAGEMENT

CARINGCLUB—GREATER KANSAS CITY UNITED WAY

increasing online engagement13

INCREASING ONLINE ENGAGEMENT

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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Online Engagement Overview
  • Using Online Giving to Turn Donor Information Into Action
  • Best Practices Update
  • Social Media
  • Website
  • Email
  • Table Activity
  • Table Reports
  • Questions
slide34
Poll

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.

slide37

Poll

  • 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.
agenda slide4
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
slide44
Poll

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?
  • Share your thoughts
  • Share breaking news
  • Provide helpful information
  • Hear back from readers
  • Have a website without geekery
agenda slide5
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
beyond the newsletter
Beyond the Newsletter
  • 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
  • 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 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 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 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 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 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Online Engagement Overview
  • Using Online Giving to Turn Donor Information Into Action
  • Best Practices Update
  • Social Media
  • Website
  • Email
  • Table Activity
  • Table Reports
  • Questions
slide62

Thank you.

2012 Great Rivers

Brian Cox Deirdre AsnisUnited Way Worldwide

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