Published on July 21, 2009
Leveraging Web Technology for Effective Engagement Christopher Johnson firstname.lastname@example.org 678 608 3408 www.ifpeople.net
Contents I. About ifPeople II. Defining Effective Engagement III. The Ladder of Engagement IV. Tools & Processes for Effective Engagement V. Moving Up the Ladder: Plone & Salesforce VI. Demos VII. Getting Plone & Salesforce
Social Enterprise PartnershipBased StrategyCentered
Our Clients: Nonprofits | Green Businesses | Education Social Enterprises | Small Businesses Our Services: Strategic Consulting | Online Marketing Development: CMS (Plone) | CRM (SFDC) Training | Support
We help our clients use tech to nurture effective, longterm relationships with stakeholders.
Because relationships are at the heart of nonprofits. External Internal Relationships Relationships Donors Employees Advocates Volunteers Subscribers Board Replicators external relationships Clients
As your network grows... …relationships become more and more complex
For your relationships to mature, you must effectively engage your constituents.
How do we define “effective engagement”?
It’s communication that moves people to increased commitment and involvement.
The Ladder of Engagement
Ranks levels of start something constituent action give time High rungs: involved forms take part of activism provide info give money Low rungs: easy ways to engage subscribe to content view
start Effective engagement something moves people up ladder give time take part provide info give money subscribe to content view
comment on blog take part subscribe to newsletter subscribe to content
replicate start something donate give money
A web visitor isn’t always a major donor For effective engagement, you must communicate with each group appropriately.
What tools & processes do I need for more successful engagement?
1. Targeted Messaging 2. Two Way Info Flow 3. Staff Sharing Info 4. Automated Processes
1. Targeted, direct communication with constituents… edit content newsletter on website targeted emails
Obama Campaign Requests to hold support parties, participate in Grass Roots start rallies, drive others to Organizers something polls, etc. experience General messaging Undecided about policies, hope for Voters content change, etc.
Ask to contact politicians, write letters Petition take part to editor, forward info to Signer networks Info about membership/ services, Alert subscribe to content invitations to attend Subscriber events/ rallies
2. Information must flow two ways… content you produce content you produce email comments stats comments web analytics
Social Media comment blog entry
Analytics…. Database Dashboard Web Analytics
3. Staff shares information with other staff members… potential donors events & meetings project client interactions progress
RSVP Follow Up & Tracking… Membership staff contact info from event Development staff attendees Programming staff
4. Automates processes… templated responses subscriptions form submissions
1. Targeted Messaging 2. Two Way Info Flow 3. Staff Sharing Info 4. Automated Processes Click to edit Master subtitle style
What tools can I use to manage our communications more effectively?
Finding the right tool Increasing org complexity, size bulletin CRM/CMS? board? spreadsheet?
A specific tool set for complex needs.
Open Source CMS UserFriendly International Community Extensive functionality Customizable
Plone is UserFriendly ●Create, manage, edit, and publish web content with ease. – No html knowledge needed – Extensive free help: and documentation:
mifos.org PROJECT HIGHLIGHTS Grameen Foundation Directory and map of community Open source software for Interface supports community microfinance
lta.org PROJECT HIGHLIGHTS Land Trust Alliance Taking branding strategy to web Site lowered support costs Network and strengthen land trusts in the US Wireframes + IA +
dotrust.org PROJECT HIGHLIGHTS Int'l development NGO International network of site users Train entrepreneurs in Carefully structured site security technology and projects
communitychange.org KEY PRODUCT Center for Community Plone CMS Change DIA for Advocacy Grassroots organizing Salesforce.com for
Plone Works for Nonprofits Easy to Use! Flexible and scalable Large (nonprofit) community backing Integrates well with other systems
Relationship Management 1.5 Million Users InternetBased Tracks Data & Metrics Free to Nonprofits
How they come together… info collection event RSVP info goes ecommerce newsletter signup directly to
How will these tools improve my relationships?
Demo #1… Inquiries Become Assets
Van Jones Click to edit Master subtitle style
All requests come in through a form Built in Plone Easy to edit Dumps directly to Salesforce
Request dashboard in Salesforce
Demo #2… Keeping Donors In the Loop
Click to edit Master subtitle style
Automate Online Giving Make the giving process easier Make tracking and reporting on giving easier Reduce technical staff costs of data management Enable better followup with donors
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Shopping cart and additional donations
Checkout = Valuable Information
user data 04/23/09
user data 04/23/09
user data order payment 04/23/09
user data order payment contact opportunity donation details 04/23/09
Contact record with donation
Donation details include products
All web donations roll up to campaign report
user data newsletter email 04/23/09
Demo #4… Tracking Ladder of Engagement
Assign “leadership levels” to campaigns
Track activities of contacts
Calculate leadership level for contacts
Click to edit Master subtitle style Realtime dashboards on engagement 6/14/09 Dashboards on
How do I get these tools?
A holistic approach can be painful.
Making engagement platform projects successful… Stakeholders Define requirements Chunking/phasing
Roles and skills you need… Roles Skills Executive team for Project management support & vision Ability to investigate & Program staff (users) articulate requirements Communications Collaboration & negotiation Organizers Operations & technical Fundraising implementation IT Ongoing training/ support
What You Do… Product Owner Project Manager System Administrator
What You Can Outsource… Strategy, Planning, RFP Implementation Support and Maintenance
Find consultants who can balance and juggle. Click to edit Master subtitle style
Learn More ifPeople Resources: ifpeople.net Plone Resources plone.org – downloads, documentation plone.net – case studies, consultants Salesforce Donations salesforcefoundation.org
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