PROFILING WEBINAR #1PROFILING: WEBINAR #1

Know your audience – Constituent Profiling

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TODAY’S TOPICS

• Your Story / Your Audiencey

• Understanding your audience: Profiling & Groups

• Where to start

• Taking Proactive Profiling Action:Taking Proactive Profiling Action:Introduction to The Profiling Campaign

• Next stepsp

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NARRATIVENARRATIVE

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NARRATIVENARRATIVEIt’s not allall about you

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Know your Audience

USER PROFILEThe information that you know about your constituent

This includes…Bi hi l I f• Biographical Info

• Group membershipP f (I )• Preferences (Interests)

• Online giving history• Online interaction history• Other data (survey

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responses or other info)

TODAY’S TOPICS

• Your Story / Your Audiencey

• Understanding your audience: Profiling & Groups

• Where to start

• Taking Proactive Profiling Action:Taking Proactive Profiling Action:Introduction to The Profiling Campaign

• Next stepsp

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It’s all about

GroupsGroups

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Donors Volunteers

Problem that t twe want to

solve

Event Participants

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Participants

SHARED VISION

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EMPATHY

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FOCUS

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It’s all about

GroupsGroups

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TODAY’S TOPICS

• Your Story / Your Audiencey

• Understanding your audience: Profiling & Groups

• Where to start

• Taking Proactive Profiling Action:Taking Proactive Profiling Action:Introduction to The Profiling Campaign

• Next stepsp

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BrainstormingBrainstorming

(optional)

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SET ASIDE TIME

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After brainstorming, reduce the number of

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segments down to 3-5.

(Developed by Scott Matthews of XPLANE)( p y )

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THINKINGWhat are their main preoccupations, worries, and aspirations?

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SEEINGSEEINGWhat catches their attention? What other things

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are competing for their attention?

SAYINGHow would they describe your organization to their friends or family?

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DOINGWhat sorts of activities do they engage in – online

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What sorts of activities do they engage in online or offline – in relation to your organization?

FEELINGWhat do they care about?What do they care about? What matters to them?

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HEARINGWhat do they hear about your organization, and who do they hear it f ?it from?

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Homepage Evaluation

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eNews Evaluation

??What’s your subject

line?

Relevant content?

Easy to scan for ywhat’s important to

me?

Concise info with links to learn more?

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?

TODAY’S TOPICS

• Your Story / Your Audiencey

• Understanding your audience: Profiling & Groups

• Where to start

• Taking Proactive Profiling Action:Taking Proactive Profiling Action:Introduction to The Profiling Campaign

• Next stepsp

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PROFILING CAMPAIGN BIG PICTURE

Planning Building Launching ReportingPlanning Building Launching Reporting

Start with the Profiling Who will need to be -Survey report will-Asking the right questions

-Timing for when

-Start with the Profiling Campaign Kit

-Campaign includes Luminate Online

-Who will need to be involved for final approval?

What target date do

Survey report will contain answers to their questions

-Interests and Bioyou’ll deliver

-Permission to promote it on your

Luminate Online Survey and an email campaign with 2 messages to promote

-What target date do you have in mind for launching?

Schedule the

Interests and Bio questions will automatically update their C360 Profile

site or via other channels (social) -Start considering what

groups you’ll want to create post campaign

-Schedule the message deliveries in advance

Promote the initiative

-For creating any newly desired groups, you might need to use Query or Group

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-Promote the initiative across multiple channels

Que y o G oupUploads as a final step

GO! PROFILING CAMPAIGN GUIDE

Can help you organize your message content for running this profiling campaign.

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CAMPAIGN FLOW FOR USERS TO UPDATE PROFILES

Constituent receives email message

Other Actions

Online Survey Form Thank you page

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EMAIL CAMPAIGN SEQUENCE – PROFILING CAMPAIGNQ

Your Target Audience

Message #2Message #1

Thank youfollow up message

Message #2Message #1

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TODAY’S TOPICS

• Your Story / Your Audiencey

• Understanding your audience: Profiling & Groups

• Where to start

• Taking Proactive Profiling Action:Taking Proactive Profiling Action:Introduction to The Profiling Campaign

• Next stepsp

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NEXT STEPS• Brainstorm with your team to identify core groups

• Identify groups that need to be created/managed in C360

W bi #2 B ildi th P fili C i• Webinar #2: Building the Profiling Campaign:

12pm EST August 28th

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Q&AQ

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