Small World Labs & American Cancer Society Present 'Best Practices for Converting and Retaining...
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Converting and Retaining Peer-2-Peer Donors Best Practices for Building Community Online
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Many organizations struggle with how best to build vibrant, engaged online communities for their peer-to-peer donors. Whether this includes email; social-media channels like Facebook, Twitter, LinkedIn and YouTube; or even an online environment integrated into the organization’s website — it can be confusing to determine where to start and which channel is best for what. Find out how the American Cancer Society and other organizations are developing cohesive strategies to build community by approaching these challenges with an integrated approach. In this session, you’ll learn how to develop and execute an online community strategy that: * Focuses each channel on what it does best; * Connects these disparate viewers, fans, and followers; and * Moves donors from initial connections toward deeper engagement with your organization.
Transcript of Small World Labs & American Cancer Society Present 'Best Practices for Converting and Retaining...
Converting and RetainingPeer-2-Peer Donors
Best Practices for Building Community Online
Today’s PresentersMichael Wilsono CEO o Small World Labso @wilsonmichaelo @smallworldlabs
Joe Prosperio Lead, Relay For Life Product Managemento American Cancer Societyo @prosperijo @relayforlife
How to Build Community Online:The Engagement Pyramid
Source: Groundwire
Leading
Owning
Contributing
Endorsing
Following
Observing
Engagement Pyramid
Source: Groundwire, Small World Labs
Leading
Owning
Contributing
Endorsing
Following
•Attend event. See commercial or flyer
•Visit website or see social media updates
Observing
Engagement Pyramid
Leading
Owning
Contributing
Endorsing
•Receive and read direct communications
•Provide contact information, follow
Following
•Attend event. See commercial or flyer
•Visit website or see social media updates
Observing
Source: Groundwire, Small World Labs
Engagement Pyramid
Leading
Owning
Contributing
•Simple, transactional actions
•Likes, ratings, shares
Endorsing
•Receive and read direct communications
•Provide contact information, follow
Following
•Attend event. See commercial or flyer
•Visit website or see social media updates
Observing
Source: Groundwire, Small World Labs
Engagement Pyramid
Leading
Owning•Tho
ughtful & habitual contributions
•Volunteer, contribute content
Contributing
•Simple, transactional actions
•Likes, ratings, shares
Endorsing
•Receive and read direct communications
•Provide contact information, follow
Following
•Attend event. See commercial or flyer
•Visit website or see social media updates
Observing
Source: Groundwire, Small World Labs
Engagement Pyramid
Leading
•Invested in the mission and success
•Answer questions, join & participates in groups
Owning•Tho
ughtful & habitual contributions
•Volunteer, contribute content
Contributing
•Simple, transactional actions
•Likes, ratings, shares
Endorsing
•Receive and read direct communications
•Provide contact information, follow
Following
•Attend event. See commercial or flyer
•Visit website or see social media updates
Observing
Source: Groundwire, Small World Labs
Engagement Pyramid
•Leads others in carrying out organization’s work
•Subject matter expert, group leader
Leading
•Invested in the mission and success
•Answer questions, join & participates in groups
Owning•Tho
ughtful & habitual contributions
•Volunteer, contribute content
Contributing
•Simple, transactional actions
•Likes, ratings, shares
Endorsing
•Receive and read direct communications
•Provide contact information, follow
Following
•Attend event. See commercial or flyer
•Visit website or see social media updates
Observing
Source: Groundwire, Small World Labs
Engagement Pyramid
•Leads others in carrying out organization’s work
•Subject matter expert, group leader
Leading
•Invested in the mission and success
•Answer questions, join & participates in groups
Owning•Tho
ughtful & habitual contributions
•Volunteer, contribute content
Contributing
•Simple, transactional actions
•Likes, ratings, shares
Endorsing
•Receive and read direct communications
•Provide contact information, follow
Following
•Attend event. See commercial or flyer
•Visit website or see social media updates
Observing
Acqu
isitio
n –
> E
ngag
emen
t –
> O
utco
me
Source: Groundwire, Small World Labs
Engagement Pyramid
Observing
Observing: Website and Social Media
Observing: Website and Social Media
Quantityo Page views
o Visitors
o Total Time On Site
o Post Reach
Observing: Website and Social Media
Qualityo PV/session
o Avg. Time On Site
o Bounce Rate
oReach/Fan or Follower
Observing: Twitter Cards
Observing: Twitter Cards
Observing: Twitter Cards
Observing: Twitter Cards
Observing: Twitter Cards
Observing: Twitter Cards
Observing: Twitter Cards
88% Increase in Click Through Rate
119% Increase in Retweet Rate
Engagement Pyramid
Following
Following: Sign Up FormsCall to Action Button/Image
Following: Sign Up FormsCall to Action Button/Image
In-Line Form
Following: Sign Up FormsCall to Action Button/Image
In-Line FormIn-Line Form on Light Box
Following: Sign Up Forms
Source: AWebber Communications
Call to Action Button/Image
In-Line Form In-Line Form in Lightbox0%
100%200%300%400%500%600%
Baseline73%
511%
Engagement Pyramid
Endorsing
Endorsing: Facebook Images
Endorsing: Facebook Images
25% More Likes187% More Comments
Endorsing: Facebook EdgeRank
Endorsing: Increasingly Difficult on Facebook
No97.5%
Yes2.5%
Who Sees Your Posts
Source: Ignite Social Media
Engagement Pyramid
Contributing
Contributing: Facebook
Contributing: Facebook
604,000 Page Likes
253 Post Likes
32 Post Shares
8 Post Comments
Contributing: Facebook
0.04%
0.005%
0.001%604,000 Page Likes
253 Post Likes
32 Post Shares
8 Post Comments
Contributing: Facebook
0.04%
0.005%
0.001%604,000 Page Likes
253 Post Likes
32 Post Shares
8 Post Comments
Less than 1 in 75,000 Contributed
Contributing: What’s the Next Step?
VS.
Contributing: Online Community
Online Community
oCentral Area For Top Supporters
o Part of Your Website
o Toolset For Customized Experience
oCapabilities For Deeper Engagement
Online Community: Capabilities
American Cancer SocietyRelay Nation Online Community
Online Community: Video
Online Community: Video
Relay Nation Background
Relay Nationo Online community for Relay For Life
participants & supporters
o Shrink performance gap
o Facilitate collaboration and sharing of best practices and ideas
o Provide engagement options during other 364 days of the year
o Increase retention rate
Relay Nation Access
Integrated Login
Relay Nation BackgroundMain Relay For Life Website
Relay Nation CommunityEvent & Team Pages
Seamless
Engagement Pyramid: Bottom Stages
•Simple, transactional actions
•Likes, ratings, shares
Endorsing
•Receive and read direct communications
•Provide contact information, follow
Following
•Attend event. See commercial or flyer
•Visit website or ssee ocial media updates
Observing
Observing: Open Pages and SEO
Discussions Resources Photos & Videos
Observing: Open Pages and SEO
Source: Groundwire
Observing: Open Pages and SEO
Source: Groundwire
Following: Registration and User Data
Integrated Registration
Following: Registration and User Data
Integrated Registration Expanded Profile Info – After Registration
Endorsing: Integrated Social Sharing
Endorsing: Integrated Social Sharing
Endorsing: Integrated Social Sharing
Endorsing: Integrated Social Sharing
Endorsing: Integrated Social Sharing
Engagement Pyramid
Contributing
Contribute: Pre-Event Ideas
Contribute: Fundraising Ideas
Contribute: Event Day Experience
Contribute: Inspiration
Contribute: Stories
My moment at this past Relay event was a hug of appreciation from a teen participant that lost her mother. Her Luminaria bag, some how, after the ceremony had been moved and she was to tears trying to find it. Myself and another committee member helped her look for it. After what seemed like forever I had found it! She came running up to me and hugged me so tight and cried. We cried together! "Thank you" she said "I want to remember her forever and Im keeping this bag always". I WILL NEVER forget that moment.always". I WILL NEVER forget that moment.
Contribute: Stories
Contributions are Yours
… Even when its Gangnam Style
Engagement Pyramid
Owning
Owning: Team Captains
Owning: Team Captains
Owning: Team Captains
Owning: Team Captains
Engagement PyramidLeading
Leading: Event Committees
Leading: Event Committees
Leading: Event Committees
Leading: Event Committees
Leading: The Power of the Crowd
Leading: The Power of the Crowd
Leading: The Power of the Crowd
Measuring the Impact
Impact: Start Fundraising Earlier
Join Relay Nation
Register for Event
Start Fundraising 87
Days Earlier
Impact: Engage & Learn Beforehand
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14
Engagement Actions
Impact: Stronger GoalsSet More Aggressive Goals
Not a Relay
Nation M
ember
Relay Nati
on Member
$ Fu
ndra
isin
g G
oal
Not a Relay Na-tion Member
Relay Nation Member
0%
20%
40%
60%
80%
100%
120%
140%
% A
ttai
nmen
t of F
undr
aisi
ng G
oal
Exceed Goals More Often
Impact: Send More Fundraising Emails
NOT a Relay Nation Member Relay Nation Member
# of
Fun
drai
sing
Em
ails
Sen
t1036% Increase in Emails Sent Per Participant
Impact: Raise More Online & Offline382% Increase Offline Fundraising
Not a Relay
Nation M
ember
Relay Nati
on Member
$ Ra
ised
Onl
ine
Not a Relay
Nation M
ember
Relay Nati
on Member
$ Ra
ised
Offl
ine
309% Increase Online Fundraising
Impact: Better Fundraisers!
Not a Relay Nation Member Relay Nation Member
$ D
olla
rs R
aise
d352% Increase in $ Raised Per Participant
AboutSmall World Labs
NonProfit Community Specialists
QuestionsMichael Wilsono CEO o Small World Labso [email protected] @smallworldlabs
Joe Prosperio Lead, Relay For Life Product Managemento American Cancer Societyo @prosperijo @relayforlife
