Profiling Webinar 1 - Conviocustomer.convio.com/ServiceModules/webinars/Profiling_Webinar_1… · PROFILING WEBINAR #1PROFILING: WEBINAR #1 Know your audience – Constituent Profiling

PROFILING WEBINAR #1PROFILING: WEBINAR #1

Know your audience – Constituent Profiling

8/20/2012 Footer 1

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

8/20/2012 Blackbaud Confidential 2

NARRATIVENARRATIVE


NARRATIVENARRATIVEIt’s not allall about you






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

th i f )8/20/2012 Blackbaud Confidential 10

responses or other info)

TODAY’S TOPICS



• Where to start


• Next stepsp


It’s all about

GroupsGroups


Donors Volunteers

Problem that t twe want to

solve

Event Participants


Participants

SHARED VISION


EMPATHY


FOCUS


It’s all about

GroupsGroups


TODAY’S TOPICS



• Where to start


• Next stepsp


BrainstormingBrainstorming

(optional)


SET ASIDE TIME





After brainstorming, reduce the number of


segments down to 3-5.

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


THINKINGWhat are their main preoccupations, worries, and aspirations?


SEEINGSEEINGWhat catches their attention? What other things

ti f th i tt ti ?8/20/2012 Blackbaud Confidential 27

are competing for their attention?

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


DOINGWhat sorts of activities do they engage in – online


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?


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


Homepage Evaluation


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?

?8/20/2012 Blackbaud Confidential 33

?

TODAY’S TOPICS



• Where to start


• Next stepsp


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


-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.


CAMPAIGN FLOW FOR USERS TO UPDATE PROFILES

Constituent receives email message

Other Actions

Online Survey Form Thank you page


EMAIL CAMPAIGN SEQUENCE – PROFILING CAMPAIGNQ

Your Target Audience

Message #2Message #1

Thank youfollow up message

Message #2Message #1


TODAY’S TOPICS



• Where to start


• Next stepsp


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


Q&AQ


Profiling Webinar 1 - Conviocustomer.convio.com/ServiceModules/webinars/Profiling_Webinar_1… · PROFILING WEBINAR #1PROFILING: WEBINAR #1 Know your audience – Constituent Profiling

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