How Many Rungs: Social Change and the Expanding Engagement Ladder #13NTCRungs Lawrence Grodeska, Change.org, @LSGrodeska Lesley Mansford, Razoo, @Razoo Dana Nelson, GiveMN, @GiveMN Jeffrey Patrick, Merkle, @MerkleCRM Robert Rosenthal, VolunteerMatch, @volmatchRobert
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How Many Rungs?: Social Change and the Expanding Engagement Ladder - 2013 Nonprofit Technology Conference - #13NTC
Slacktivism versus real engagement is a false dichotomy - the fact is that smart technologists who care about the world are innovating new ways for people to get involved in the causes they care about.
Now, however, as we enter the next phase of this trend, questions still circle around the relationship between the new, less tested forms of involvement and traditional forms of donating and volunteering that are still the bedrock of thousands of social change organizations.
If new technologies are adding more rungs to a ladder of engagement in the form of sharing, viral promotions, micro-volunteering, and micro-giving, is there a clear way to analyze their involvement? Where do these actions live beside other innovative forms of engagement -- such as membership services, board volunteering, and more?
In this panel from the 2013 Nonprofit Technology Conference in Minneapolis, Robert Rosenthal from VolunteerMatch will lead a discussion with Lesley Mansford of Razoo, Jeff Patrick from Merkle, Lawrence Grodeska from Change.org and Dana Nelson from GiveMN, to demonstrate how technology and analytics can help your organization measure real engagement up the ladder -- in all its many flavors.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
How Many Rungs: Social Change and the Expanding Engagement Ladder #13NTCRungs
Lawrence Grodeska, Change.org, @LSGrodeska Lesley Mansford, Razoo, @Razoo Dana Nelson, GiveMN, @GiveMN Jeffrey Patrick, Merkle, @MerkleCRM Robert Rosenthal, VolunteerMatch, @volmatchRobert
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Where are you taking your audience?
Photo: Italianjob17/Flickr
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How many ladders?
How many rungs?
Photo: Scootie/Flickr
Which climbers?
The Atari 2600 ladder
Source: Beth Kanter
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
The “And… Action!” ladder
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Source: Priscilla Brisbane/Beth Kanter
Program-specific ladders
Source: Beth Kanter
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Egyptian ladders
Source: Groundwire
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Ladders of love
Source: Aliza Sherman
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Lasso ladders
Source: LightBox Collaborative
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
The Anti-ladder
Source: SSIR
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
A starting point.
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Photo: MagnusVK/Flickr
A way to track progress.
Clearly designated steps.
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Photo: Tim_Ellis/Flickr
A well-defined goal.
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Photo: myklroventine/Flickr
Email attrition is real
Source: 2013 eNonprofit Benchmarks Study
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Donor attrition is really real
Source: 2011 Fundraising Effec?veness Project
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Many supporter entry points
• Website Signup Form
• Social Media • Online Petitions • Banner Ads • Paid Acquisition • List Chaperones
• Whitepapers • Mobile List • Mobile &
Facebook Apps • Face-to-Face • Offline
Fundraising
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
*
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Lots of flux Change.org visitors in 2012: • 40% of Twitter visits were return users • 35% of Facebook visits were return users • 38% of other social media visits were return
users
New Change.org users in 2012: • 33% signed more than 2 petitions • 13% signed more than 5 petitions
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
What’s Next
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Final thoughts
• Embrace social media & slacktivism • Use technology to make participation easy • Track engagement & be responsive • Build relationships, even at “lower” levels • Celebrate success!
• Use shallower engagement to build momentum • Always. Acquire.
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Online Fundraising 1.0• electronic equivalent of checks in
envelopesenvelopes• no engagement, just a receipt
O li F d i i 2 0Online Fundraising 2.0• social sharing• limited engagement, encourages
• Though the overall importance of the outside data variables is low for the overall model/file, the impact on any given member’s likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the 137,000 members), their impact on the overall renewal rate is not significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Model 2: The Impact of the Outside Data Variables
• Though the overall importance of the outside data variables is low for the overall model/file, the impact on any given member’s likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the 137,000 members), their impact on the overall renewal rate is not significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Model 2: The Impact of the Outside Data Variables
• Though the overall importance of the outside data variables is low for the overall model/file, the impact on any given member’s likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the 137,000 members), their impact on the overall renewal rate is not significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Model 2: The Impact of the Outside Data Variables
• Though the overall importance of the outside data variables is low for the overall model/file, the impact on any given member’s likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the 137,000 members), their impact on the overall renewal rate is not significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Model 2: The Impact of the Outside Data Variables
• Though the overall importance of the outside data variables is low for the overall model/file, the impact on any given member’s likelihood to renew is a sizable lift.
• Due to the low coverage of these variables (only 5-10k of the 137,000 members), their impact on the overall renewal rate is not significant
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs
Conclusion | Membership Renewal
• Membership Renewal Spend • Focus on members’ with prior memberships, older age as key
variables • Consider lesser impact of degree, industry, elapsed 3me since last
na3onal, regional mee3ng a:ended, etc.
• Future Engagement Ac3vi3es • Drive a:endance at special events • Market add-‐on gids • Highlight resources in online store • Downgrade promo3ons to job seekers • S3mulate par3cipa3on on governing commi:ees • Promote magazine subscrip3ons
How Many Rungs: Social Change & the Engagement Ladder | #13NTCRungs