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The Next Level of Online Engagement

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  1. The Next Level of Online Engagement February 23, 2012 Indianapolis, IN 2012 Great Rivers Brian Cox Deirdre AsnisOnline Engagement Senior Account ExecutiveUnited Way Worldwide

  2. 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

  3. Overview of Online EngagementWhy Online Engagement? THE OLD WAY Online Engagement ORGANIZATION ORGANIZATION

  4. 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

  5. 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.

  6. Tying it TogetherCross Pollination of Online and On-the-Ground #KidsWin

  7. 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

  8. INCREASING ONLINE ENGAGEMENT:USING ONLINE GIVING TO TURN DONOR INFORMATION INTO ACTION DEIRDRE ASNIS, SENIOR ACCOUNT EXECUTIVE

  9. 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

  10. INCREASING ONLINE ENGAGEMENT THE PYRAMID OF DONOR SERVICE *Graphic from UWW’s 2011 SLC Presentation, “Employee Engagement and Enhancing the Donor Experience”

  11. 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

  12. INCREASING ONLINE ENGAGEMENT HOMEPAGE

  13. INCREASING ONLINE ENGAGEMENT ADVOCATE

  14. INCREASING ONLINE ENGAGEMENT VOLUNTEER

  15. INCREASING ONLINE ENGAGEMENT GIVE

  16. INCREASING ONLINE ENGAGEMENT DONOR INFORMATION

  17. INCREASING ONLINE ENGAGEMENT THANK YOU

  18. UNITED WAY EXAMPLES

  19. INCREASING ONLINE ENGAGEMENT LOCALHEROS—UNITED WAY OF GREATER MILWAUKEE

  20. INCREASING ONLINE ENGAGEMENT EMERGING LEADERS—UNITED WAY OF CENTRAL MARYLAND

  21. INCREASING ONLINE ENGAGEMENT STEP UP GIVING—GREATER TWIN CITIES UNITED WAY

  22. INCREASING ONLINE ENGAGEMENT CARINGCLUB—GREATER KANSAS CITY UNITED WAY

  23. INCREASING ONLINE ENGAGEMENT VOLUNTEERS—UNITED WAY OF GREENVILLE COUNTY

  24. 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 dasnis@truist.com Stop by the Truist booth at Great Rivers or visit our website at: www.truist.com INCREASING ONLINE ENGAGEMENT THANK YOU!

  25. 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

  26. 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

  27. 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

  28. 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

  29. 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

  30. 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

  31. Why might Social Media have good results for high-effort requests?

  32. 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.

  33. 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.

  34. Untied Way on Twitter

  35. 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

  36. Homepage

  37. Team NFL

  38. 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.

  39. Why Blog? • Share your thoughts • Share breaking news • Provide helpful information • Hear back from readers • Have a website without geekery

  40. Compelling Content

  41. 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

  42. 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

  43. 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