The Profiling Campaign Building the campaign. 8/28/2012 Footer 1

Transcription

1 P ROFILING: WEBINAR #2 The Profiling Campaign Building the campaign 8/28/2012 Footer 1

2 TODAY S TOPICS Quick review from last week: Profiling The Go! Profiling Campaign Kit - Planning Your Campaign - Building Your Campaign Campaign ready to go: Launching Campaign follow up: Reporting Wrap up 8/28/2012 Blackbaud Confidential 2

3 NARRATIVE It s not all about you 8/28/2012 Blackbaud Confidential 3

4 USER PROFILE The information that you know about your constituent This includes Biographical Info Group membership Preferences (Interests) Online giving history Online interaction history Other data (survey responses or other info) 8/28/2012 Blackbaud Confidential 4

5 Know your Audience

6 It s all about Groups 8/28/2012 Blackbaud Confidential 6

7 (Developed by Scott Matthews of XPLANE) 8/28/2012 Blackbaud Confidential 7

8 TODAY S TOPICS Quick review from last week: Profiling The Go! Profiling Campaign Kit - Planning Your Campaign - Building Your Campaign Campaign ready to go: Launching Campaign follow up: Reporting Wrap up 8/28/2012 Blackbaud Confidential 8

9 PROFILING CAMPAIGN BIG PICTURE Planning Building Launching Reporting -Asking the right questions -Timing for when you ll deliver -Permission to promote it on your site or via other channels (social) -Start with the Profiling Campaign Kit -Campaign includes Luminate Online Survey and an campaign with 2 messages to promote -Start considering what groups you ll want to create post campaign 8/28/2012 Blackbaud Confidential 9 -Who will need to be involved for final approval? -What target date do you have in mind for launching? -Schedule the message deliveries in advance -Promote the initiative across multiple channels -Survey report will contain answers to their questions -Interests and Bio questions will automatically update their C360 Profile -For creating any newly desired groups, you might need to use Query or Group Uploads as a final step

10 CAMPAIGN FLOW FOR USERS TO UPDATE PROFILES Constituent receives message Other Actions Online Survey Form Thank you page 8/28/2012 Blackbaud Confidential 10

11 CAMPAIGN SEQUENCE GO! PROFILING CAMPAIGN Your Target Audience Thank you follow up message Message #1 Message #2 8/28/2012 Blackbaud Confidential 11

12 GO! PROFILING CAMPAIGN GUIDE Can help you organize your message content for running this profiling campaign. 8/28/2012 Blackbaud Confidential 12

13 PLANNING Campaign Theme/Narrative Asking the right questions Motivating your constituents - Additional Incentives for participating? 8/28/2012 Blackbaud Confidential 13

14 The Right Questions Relevant Actionable

15 BUILDING Create the Survey PageBuilder - Main landing page (includes embedded survey) - Thank you page Stationery Campaign w/2 messages The Kit has HTML Templates to get you started 8/28/2012 Blackbaud Confidential 15

16 TODAY S TOPICS Quick review from last week: Profiling The Go! Profiling Campaign Kit - Planning Your Campaign - Building Your Campaign Campaign ready to go: Launching Campaign follow up: Reporting Wrap up 8/28/2012 Blackbaud Confidential 16

17 LAUNCHING Decide your target groups for delivery schedule the deliveries Additional promotion opportunities? - Homepage promotion? - Social Media promotion? - Sidebar mention w/link in your regular enews? 8/28/2012 Blackbaud Confidential 17

18 TODAY S TOPICS Quick review from last week: Profiling The Go! Profiling Campaign Kit - Planning Your Campaign - Building Your Campaign Campaign ready to go: Launching Campaign follow up: Reporting Wrap up 8/28/2012 Blackbaud Confidential 18

19 REPORTING Survey report Automatic updates Sorting your data for group uploads 8/28/2012 Blackbaud Confidential 19

20 TODAY S TOPICS Quick review from last week: Profiling The Go! Profiling Campaign Kit - Planning Your Campaign - Building Your Campaign Campaign ready to go: Launching Campaign follow up: Reporting Wrap up 8/28/2012 Blackbaud Confidential 20

21 OTHER PROFILING TACTICS This campaign will put the word out to your audience but make sure to consider other ongoing tactics, like: Evergreen campaign to encourage users to update profile Link in all s to update profile Include links for updating profiles in AR messages As you learn more about your audience, the next step is to get them all into Groups 8/28/2012 Blackbaud Confidential 21

22 NEXT STEPS Download the Profiling Campaign Kit Plan your campaign Build the messages using the templates as a start Launch your campaign Use the reports to learn Create the groups that you need to start communicating 8/28/2012 Blackbaud Confidential 22

23 Q&A 8/28/2012 Blackbaud Confidential 23