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2012 Community Conference The tools we give you to get personal Jonathan Purchase: Engaging Networks. October 16 th , 2012. Getting personal. Don ’ t make the mistake of treating everybody like everybody

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2012 Community Conference

The tools we give you to get personal

Jonathan Purchase: Engaging Networks

October 16th, 2012


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






(email 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?


1. Segmentation on

Supporter interest

Segments can be used to customise content based on supporter interest

Content that’s specific to a supporter’s interest becomes relevant


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


2. Segmentation on

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*


Applying this theory

No previous donation

Previous donation

Monthly donor

You can either send different emails to different segments or use our conditional content software to switch round copy in the same email based on pre-set profiles.


What else can you try?

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


Applying this theory

Ensure your actions are named properly to capture the interests. For example:



Run a profile, looking for everyone who has taken a bears campaign or donation

Send this segment an email asking them to donate to your whalescampaign

Send another email 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

Why not try email triggers?l triggers?

Email triggers allow you to automatically generate emails to specific supporters, at specific times, and at specific intervals.

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 emails, 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!


Get yourself connected



  • 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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