Scoring Your Supporters 6-20-2013

SCORING YOUR SUPPORTERS

Jake Patoski

Training & Learning Manager

Scoring

• More than anything else, the Scoring package will allow you to target or create segments based on quantified measurements of engagement.

Scoring・Purpose of scoring・How to use scores・Why to use scores・Setting up Scoring・Troubleshooting Scoring・Questions?

“How do I define and find my Super Activists?”

12 Write-Your Rep Actions

3 major conferences

… and two years’ worth of online donations ?

Measure your supporters’ overall engagement with one single metric that captures all

their many activities

(Optionally weighting the activities by the type of activity and its

recency)

Scoring・Purpose of scoring・How to use scores・Why to use scores・Setting up Scoring・Troubleshooting Scoring・Questions?

How to Use Scores: QueriesQueries are the best spot to determine your higher scores.

• Create smart groups – completely automated• Use in targeting

Scoring・Purpose of scoring・How to use scores・Why to use scores・Setting up Scoring・Supporting Scoring・Questions?

List Segmentation: Targeting

High Action 27.4% open 6.7% click

Low Action

12.5% open 3.8% click

Scoring・Purpose of scoring・How to use scores・Why to use scores・Setting up Scoring・Troubleshooting Scoring・Questions?

Scoring

• Two parts:• A score

• The ‘container’ for scoring entries (can be one or more scores combined)

• Fields:• Name• Description• Status

• Scoring entries

Scoring entries • A ‘rule’ to score by• Reference Name• Scoring category – usually ‘Normal’ but

‘Fixed Value’ could be used to tally total donations

• Object – can be hard to decide which! Feel free to contact support@

• Multiplier – points per ___ (such as action taken, donations made, etc)

• Expiration – not to be mixed up with halflife; after this amount of time, the point value will reduce to the minimum value. Should scores reset after a year? Then 365.

• Minimum value – as a score ‘decays’ because of halflife or expiration, this will be the ‘floor’ of the score

• Halflife – less sudden than expiration, the score will decrease incrementally – after X days, the score will decrease by half.

The bolded entries on the right are the only required fields for a complete score.

Common objects –

Supporter - award points to supporters for signing up to your list in the first place. Consider pairing this with a quick expiration time, like 10-60 days. Some organizations consider new supporters to be at an inherently high level of engagement.

Donation - award points for each donation made (regardless of the size of the gift)

Supporter Action - award points for each online activism action taken (petitions and targeted advocacy campaigns, including write-your-rep actions)

Supporter Event - award points for each event registered for.

Setting Up Scoring

Building a Scoring Algorithm

Building a Scoring Algorithm

You must add at least one Scoring Entry for an algorithm to generate any scores at all!

Select a Data Object

• Donation• Supporter• Supporter Action• Supporter Event

• Event• Supporter My Donate

Page

Building a Scoring Algorithm Entry

I. Multiplierpoints per ___ (such as action taken,

donations made, etc)

II. Expiration + MinimumIII. Half-Life

IV. Paranormal

Scoring Algorithm Entry: Multiplier

Building a Scoring Algorithm Entry

I. Multiplier

II. Expiration + MinimumExpiration – not to be mixed up with halflife; after this amount

of time, the point value will reduce to the minimum value. Should scores reset after a year? Then 365.

Minimum value – as a score ‘decays’ because of halflife or expiration, this will be the ‘floor’ of the score that the

supporter will retain

III. Half-LifeIV. Paranormal

Scoring Algorithm Entry: ExpirationActions expire 180 days after being taken

Scoring Algorithm Entry: MinimumActions expire 180 days after being taken with a minimum of 0.5

Building a Scoring Algorithm Entry

I. MultiplierII. Expiration + Minimum

III. Half-LifeHalflife – less sudden than expiration, the score will decrease incrementally – after X days, the score will

decrease by half.

IV. Paranormal

Scoring Algorithm Entry: Half-LifeActions have a 180-day half-life

Scoring Algorithm Entry: Half-Life with Minimum

Actions have a 180-day half-life with a minimum of 0.5

Scoring Algorithm Entry: Half-Life with Minimum and Expiration

Actions have 180-day half-life with an expiration of 365 days and minimum of 0.1

Building a Scoring Algorithm

Scoring Algorithm Entry Variables

Combining Scoring Algorithm Entries into an Algorithm

Building a Scoring Algorithm Entry

I. Multiplier

II. Expiration + Minimum

III. Half-Life

IV. Paranormal

Scoring Algorithm Fixed Variables

There are two main use cases for Fixed Value:

• Donation (amount)

• Supporter_email_statistics (opens, clicks, percentages)

Scoring・Purpose of scoring・How to use scores・Why to use scores・Setting up Scoring・Troubleshooting Scoring・Questions?

A Gateway Score

A Gateway Score

An Errored Score

Check your scoring entries every so often!

Most Common Problems

1. No Multiplier2. Minimum Value = Multiplier3. Halflife/minimum/threshold such that

point value instantly disappears4. Bad table choice5. Fixed Score + bad field choice6. Fixed Score + halflife on

supporter_email_statistics

Scoring・Purpose of scoring・How to use scores・Why to use scores・Setting up Scoring・Troubleshooting Scoring・Questions?

CONTACT INFO

Read, learn, discuss – help.salsalabs.com

Training & Learning Team – [email protected]

Salsa Support – [email protected]

THANK YOU!