SEGMENTATION & DELIVERY TIPS FOR END-OF-YEAR. 11/3/2014 Footer 1

Transcription

1 SEGMENTATION & DELIVERY TIPS FOR END-OF-YEAR 11/3/2014 Footer 1

2 Adam Lemmon Senior Interactive Consultant Go!

3 Topics Segmentation and Constituent360 EOY Campaign Recommendations Success & Failure Open Q&A

4 Where does segmentation sit on the critical path for your EOY campaign?

5 EOY Big Picture Planning Building Launching Reporting - Theme/Narrative (What s the story?) - Tone - Voice (Who s pitching the ask?) - EOY Guide - Campaign includes Luminate Online Donation form and an campaign with 3 messages to promote - Who provides final approval? -What target audiences need to be prepped? - What are the target dates for launching? - Campaign reports to review audience reaction (opens/clicks) - Donation reports to review EOY gifts - Schedule message deliveries in advance - Promote across multiple channels

6 Identify the groups you want to have

7 It s all about Groups

8 Know your Audience

9 Segmentation Event participant types Donor types $ amount # of donations Gift date ranges Monthly vs. One-time *What commonly shared attributes matter to you? Contact engagement Completed survey? Signed up to volunteer? other opportunities for segmentation

10 Create your groups Manually Query Create the group Upload contacts Online Interactions Automated groups Task results Report results (add contacts to a group)

11 The Query tool Navigate to Data Management Query then click to Create a new Query

12 Standard EOY Donor Group 2014

13 Set the criteria needed to query Constituent

14 What can we learn about these groups using what we already have in Constituent360?

15 Group Performance Reports

16 campaign: group performance report Navigate to Campaigns click the Campaigns tab click Manage link next to the campaign you d like to review click the Reports tab choose Group Performance Report

17 Donation reports: group performance report Navigate to Fundraising Donation Management click the Donation Reports tab choose Donations by Group

18 Recommended training Training that covers queue details: Rebuildable Groups Training: EOY Webinars

19 Topics Segmentation and Constituent360 EOY Campaign Recommendations Success & Failure Open Q&A

20 Multi-message campaign

21 End-of-Year Campaign Structure Audience: Entire file, minus any suppression lists 1 st or 2 nd week of December Campaign kick-off Sent to broad audience 3 rd week of December Stewardship ecard warm holiday greeting and soft ask December st Last chance to give in 2013 Early January Follow up on campaign Audience: Individuals who have donated to this campaign *received after donation completed Donation Confirmation AutoResponder includes tax receipt information Donor Thank You Content for those who have already given in December Special version for thanking EOY donors After a constituent donates in response to this campaign, they shift into the audience that receives stewardship messages.

22 You should SCHEDULE your EOY deliveries

23 Segmentation vs. Conditional Content

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25 Targeting Non-openers When configuring message delivery choose Select Delivery Filters from left-hand navigation Check box for Have not opened

26 Go! Program Org Results Sending regularly helps build reputation prior to EOY 2012 Usable Housefile size EOY campaign Overall Open Rate Kickoff #2 (nondonor) #2 (donor) Last chance (AM) Final last chance (PM) Jan Thank You Avg 6, % 20.05% 19.29% 55.60% 17.07% Not tracked Not tracked Median 4, % 18.00% 19.00% 55.50% 17.50% Not tracked Not tracked 2013 Usable Housefile size EOY campaign Overall Open Rate Kickoff #2 (nondonor) #2 (donor) Last chance (AM) Final last chance (PM) Jan Thank You Avg 8, % 21.33% 22.05% 35.05% 16.62% 32.00% 57.83% Median 4, % 19.00% 17.00% 38.00% 16.00% 19.00% 58.00% Thank You Messages versus Appeals yielded 3x Open Rate

27 Topics Segmentation and Constituent360 EOY Campaign Recommendations Success & Failure Open Q&A

28 The following slides are based on Seth Godin s blog post The Acute Heptagram of Impact 10/the-acute-heptagram-of-impact.html

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31 What s the plan? Does everyone know the plan?

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33 Are these the right tactics for the plan?

34 What kind of sacrifice are we asking our audience to make? 34 #bbcon

35 Engagement requires something from the audience

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37 Do you have what you need to execute? Can you adapt once everything is in motion?

38 You can t control it all

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40 Did you persist long enough to let it succeed? One campaign is just one tactic

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42 Does your audience want this?

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44 Is your audience EXPECTING it? Anticipation

45 Open Rate # of s prior to EOY Org 1 25% 15 Org 2 39% 23 Org 3 24% 16 Org 4 32% 31 Open Rate # of s prior to EOY Org 5 11% 7 Org 6 14% 11 Org 7 15% 3 Org 8 12% 5 45 #bbcon

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47 What about this campaign is really scary to you? What do you fear? Same question, but this time for real: What are you scared of?

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50 Strategy Does everyone know the plan? Tactics Are these the right tactics? Execution Have what you need? Can you adapt? Persistence Can you give this the time that it needs? Desire Is this wanted? Reputation Are they expecting it? Fear What are we scared of?

51 Don t forget to thank your donors!

52 Topics Segmentation and Constituent360 EOY Campaign Recommendations Success & Failure Open Q&A

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54 Thank you for attending! Links to the slides, webinar recording and resource page will be sent to everyone that registered for today s webinar on Monday. Be sure to search October webinar in the Community to post any questions you may have about today s topic. Be sure to visit our Community Webinar page at customer.convio.com/webinars to watch past webinars or register for upcoming ones