Leveraging the Web for More Effective Engagement: Alliance for Nonprofit Management 2009 Conference Presentation

Christopher [email protected]

678 608 3408www.ifpeople.net

Leveraging Web Technologyfor Effective Engagement

mailto:[email protected]

ContentsI. 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 techto nurture effective, longterm relationships with stakeholders.

Because relationships are at the heart of nonprofits.

external relationships

ExternalRelationships Donors Advocates Subscribers Replicators Clients

Internal Relationships Employees Volunteers Board

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 commitmentand involvement.

The Ladder of Engagement

viewcontent

subscribe to content

give money

provide info

take part

give time

start something

Ranks levels of constituent action

High rungs: involved formsof activism

Low rungs: easy ways to engage

viewcontent


give money

provide info

take part

give time

start something

Effective engagementmoves people up ladder

subscribe to newsletter

comment on blog


take part

donate

replicate

give money

start something

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 Messaging2. Two Way Info Flow3. Staff Sharing Info4. Automated Processes

Targeted, direct communication with constituents…

edit content on website

targeted emails

1.

newsletter

Grass RootsOrganizers

UndecidedVoters

Requests to hold support parties, participate in rallies, drive others to

polls, etc.

General messaging about policies, hope for

change, etc.experience

content

start something

Obama Campaign

PetitionSigner

AlertSubscribersubscribe

to content

take part

Ask to contact politicians, write letters to editor, forward info to

networks

Info about membership/ services,

invitations to attend events/ rallies

Information must flow two ways…2.

content youproduce

comments

web analytics

email stats commentsemail stats

content you produce

Social Media

blog entry

comment

Analytics….Database Dashboard

Web Analytics

Staff shares information with other staff members…

potential donors

client interactions project

progress

events& meetings

3.

RSVP Follow Up & Tracking…

contact infofrom event attendees

Membership staff

Development staff

Programming staff

Automates processes…

templated responses

subscriptions form submissions

4.

Click to edit Master subtitle style

1. Targeted Messaging2. Two Way Info Flow3. Staff Sharing Info4. Automated Processes

What tools can I use to manage our communicationsmore effectively?

Finding the right tool

bulletinboard? spreadsheet?

CRM/CMS?

Increasing org complexity, size

A specific tool set forcomplex 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: plone.org/documentation + plonebook.info

Collaborative Community

mifos.org

Grameen Foundation

Open source software for microfinance

PROJECT HIGHLIGHTS

Directory and map of community

Interface supports community

Design + Implementation

lta.org

Land Trust Alliance

Network and strengthen land trusts in the US

PROJECT HIGHLIGHTS

Taking branding strategy to web

Site lowered support costs

Wireframes + IA + Implementation

dotrust.org

Int'l development NGO

Train entrepreneurs in technology and projects

PROJECT HIGHLIGHTS

International network of site users

Carefully structured site security

Web 2.0 and Online profiles

communitychange.org

Center for Community Change

Grassroots organizing

KEY PRODUCT

Plone CMS

DIA for Advocacy

Salesforce.com for relationships

Plone Works for Nonprofits

Easy to Use!Flexible and

scalableLarge (nonprofit)

community backing

Integrates well with other systems

Relationship Management 1.5 Million Users InternetBased Tracks Data & Metrics Free to Nonprofits

info collectionevent RSVPecommercenewsletter signup

info goes

directly to

How they come together…

How will these tools improve myrelationships?

Demo #1…

Inquiries Become Assets


Van Jones

All requests come in through a form

Built in PloneEasy to editDumps directly to Salesforce

Request dashboard in Salesforce

Demo #2…

Keeping DonorsIn the Loop


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


Shopping cart and additional donations

Checkout = Valuable Information

04/23/09

user data

04/23/09

user data

04/23/09

payment

order

user data

04/23/09

payment

order

user data

contact opportunity donation details

Contact record with donation

Donation details include products

All web donations roll up to campaign report

04/23/09

newsletter email

user data

Demo #4…

Tracking Ladder ofEngagement

Assign “leadership levels” to campaigns

Track activities of contacts

Calculate leadership level for contacts


6/14/09 Dashboards on Realtime dashboards on engagement

How do I getthese tools?

A holistic approachcan be painful.

Making engagement platformprojects successful…

Stakeholders Define requirements Chunking/phasing

Roles and skills you need…

SkillsProject managementAbility to investigate & articulate requirementsCollaboration & negotiationOperations & technical implementationOngoing training/ support

Roles Executive team for support & visionProgram staff (users)CommunicationsOrganizers FundraisingIT

What You Do…

Product Owner

Project Manager

System Administrator

What You Can Outsource…

Strategy, Planning, RFP

Implementation

Support and Maintenance


Find consultantswho can balance and juggle.

Learn MoreifPeople Resources:ifpeople.net

Plone Resourcesplone.org – downloads, documentationplone.net – case studies, consultants

Salesforce Donationssalesforcefoundation.org

How do I know what toolsare right for me?

Depends on…

organizational needs stakeholder needs

Stakeholder needs…

How do they want to relate to my org?

What services do they require?

What info do they want?

Stakeholder needs…

How do they want to receive and share info?

RSS? premium content?

usergeneratedcontent?

Your needs…What is your organization’s:

Scale?

Complexity?

Longterm goals?


What will it cost?

Questions: http://is.gd/tVgk

Basic websites + simple integration: $10k20k and up. 34 months. Basic CRM database $815k and up. 34 months. Wildcard: data migration

Email broadcasting & online activism: $1k2k setup, plus ongoing costs ($50/month and up). 12 months.

Custom integration functionality: varies widely.

http://is.gd/tVgk


For this to work, all info mustbe in a central location…

Source: cristosync flicker.com


Demo #3…

Custom Forms& Mappings

















placement on ladder

how to speak to them

effective engagement