Secrets of the Engagement Pyramid
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Guess what? You can quantify a person's engagement with your organization. No more wondering who to target for your next fundraiser or who to mobilize for your next lobby day or who to ask to phonebank. Why? Because you know exactly where your supporters stand on your Engagement Pyramid, you know where you want them to go, and you know how you're going to get them there. At Groundwire, we've developed the strategic framework for building relationships and we've built the technology to support it.
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Secrets of the Engagement Pyramid
- 1. Secrets of the Engagement Pyramid #11ntceng 3/18/11 1 NTC11
- 2. Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! TEXT Text 11ntceng to 69866. ONLINE Use 11ntceng at http://nten.org/ntc/eval Session Evaluations Powered By: 3/18/11 2 NTC11
- 3. Introductions Karen Uffelman, Director of Strategy Eric Magnuson, Groundwire Labs Manager 3/18/11 NTC11 3
- 5. We help you use strategy and technology to build relationships with the people who matter most to your mission. 3/18/11 5 NTC11
- 6. Who we work with 3/18/11 NTC11 6
- 7. What you’ll get out of this You’ll know all about the Groundwire Engagement Pyramid. 3/18/11 NTC11 7
- 8. What you’ll get out of this You’ll understand your options for tracking engagement. 3/18/11 NTC11 8
- 9. What you’ll get out of this You’ll be equipped with some criteria for choosing the best tools for you. 3/18/11 NTC11 9
- 10. What you’ll get out of this Chocolate! 3/18/11 NTC11 10
- 11. Chocolate Action Committee 3/18/11 11 NTC11
- 12. Engagement Pyramid Framework 3/18/11 12 NTC11
- 13. Engagement Pyramid 3/18/11 13 NTC11
- 14. Ladder of Engagement Ladder of Love High Engagement Low Engagement 3/18/11 14 NTC11
- 15. Level 1 - Observing 3/18/11 15 NTC11
- 16. Level 2 - Following 3/18/11 16 NTC11
- 17. Level 3 - Endorsing 3/18/11 17 NTC11
- 18. Level 4 - Contributing 3/18/11 18 NTC11
- 19. Level 5 - Owning 3/18/11 19 NTC11
- 20. Level 6 - Leading 3/18/11 20 NTC11
- 21. Pyramid Principles Only use for people who are or might be interested in your organization. Only include things you can know and count. Only do as much engagement as you can track. 3/18/11 21 NTC11
- 22. Will, Skill & Resources And/or, RESOURCES (time, money, relationships) 3/18/11 22 NTC11 Asyou move up, increasingly about SKILL (expertise in valued area) Starts with WILL
- 23. Engagement Pyramid Management 3/18/11 23 NTC11
- 24. How are you engaging people? Website Content Email Marketing Social Media In-Person Events Advocacy Fundraising Volunteering Collaboration Your Superpower 3/18/11 24 NTC11
- 25. 3/18/11 NTC11 25
- 26. Evaluating Your Options Is the cost and sophistication of the platform a good match for your org? Is the platform keeping pace with the market? Does it allow you to measure everything that is important? 3/18/11 NTC11 26
- 27. 3/18/11 27 NTC11 Engagement Platform
- 28. Engagement Pyramid In Action 3/18/11 28 NTC11
- 29. 3/18/11 29 NTC11
- 30. Super-Duper Conservation League Engagement Pyramid Board Members, Major Gifts Committee, Super Volunteers contributed $1000 or more All criteria are currently either/or within an 12-month time period 5 Business Allies; Events Committee; Blog Writers; Interns; Summer Fellows ; Regular Volunteers contributed $250 - $999 4 3 Monthly Members: Episodic Volunteers contributed $50 - $249 2 Pledge-to-Voters; Email Action-takers; Prospective Major Donors contributed $1 - $49 1 Twitter Follower, Facebook Liker/Sharer, Have provided email or other contact info Donor prospect (has never made any kind of contribution) 3/18/11 30 Unique website visitor NTC11
- 31. 3/18/11 31 NTC11
- 32. 5 Served on board or otherwise provided significant leadership; contributed $500 or more 4 Served as a spokesperson; super volunteer; hosted an event; op ed; contributed $100 - $499 All criteria are currently either/or within an 12-month time period Attended a fundraising event or fee-based conference; took elevated action; taken 5 or more online actions; hike leader contributed $15 - $99 3 Has clicked through on an email and/or has taken at least 1 email action (or Facebook action recorded/via DIA); attended a non-fundraising event; frequent retweeter; frequent blog commenter, wrote an LTE contributed $1 - $14 2 1 Has provided email or other contact info (by signing up for email newsletter, etc.); Facebook fan; Twitter follower; donor prospect (has never made any kind of contribution) Unique website visitor 3/18/11 32 NTC11
- 33. For Example 3/18/11 33 NTC11
- 34. Meet Sherell 3/18/11 34 NTC11
- 35. SherellLoves Chocolate 3/18/11 35 NTC11
- 36. Sherell Sees Johnny Depp on Letterman talking about Chocolate Action Committee 3/18/11 36 NTC11
- 37. Meet Luis Luis works for Chocolate Action Committee 3/18/11 37 NTC11
- 38. SherellGoogles“chocolate”+ “Johnny Depp” 3/18/11 38 NTC11
- 39. Sherell likes what she sees and signs up for the newsletter 3/18/11 39 NTC11
- 40. Sherell’s Data Goes from the Website to Salesforce 3/18/11 40 NTC11
- 41. Sherell goes from Observing to Following 3/18/11 41 NTC11
- 42. Luis Follows Up With New Contacts Luis easily identifies recent sign-ups through a Salesforce report and offers them an opportunity to take action. 3/18/11 42 NTC11
- 43. Sherell fills out an action alert 3/18/11 43 NTC11
- 44. Sherell goes from Following to Endorsing 3/18/11 44 NTC11
- 45. The next time Luis sends a fundraising appeal… He runs a report that includes everyone who took recent action—for that segment he highlights the results of their efforts in his appeal. 3/18/11 45 NTC11
- 46. Sherell Appreciates the Update 3/18/11 46 NTC11
- 47. Sherell goes from Endorsing to Contributing 3/18/11 47 NTC11
- 48. Luis checks his engagement dashboard The campaign is on target for hitting its goal. 3/18/11 48 NTC11
- 49. Luis can see Sherell’s level any time 3/18/11 NTC11 49
- 50. 3/18/11 NTC11 50
- 51. Questions? 3/18/11 51 NTC11
- 52. groundwire.org/ntc11 Karen Uffelman karen@groundwire.org Eric Magnuson eric@groundwire.org 3/18/11 52 NTC11
- 53. Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! TEXT Text 11ntceng to 69866. ONLINE Use 11ntceng at http://nten.org/ntc/eval Session Evaluations Powered By: 3/18/11 53 NTC11
Notas do Editor
- eric
- Karen should do the positioning - from Dave
- Karen
- EricIt’s not just a pyramid, it’s a framework and platformDon’t worry, we’ll also explain to you what we mean by “engagement”
- Eric
- EricWe cover this but decided to spend most of our time today covering the framework and examples
- eric
- How many times have you eaten chocolate in the last week?How many brands of chocolate can you name?On a scale of 1-10 where 1 is not very and 10 is very how important is chocolate to your well being?----- Meeting Notes (3/11/11 14:40) -----CAC's mission: foused on edu more people about the benefits of people and helping people enjoy chocolateexpand on engagement
- ericIn: you now have a idea of what we mean by engagementMain: we’ve developed a framework for understanding engagement. Out: we use pyramid to organize engagement thinking
- ericIn: Main: low-level engagement at bottom / highly engaged at top6 levels is arbitrary – captures the concepts each org will have unique pyramidOut:
- ericIn: working on this since 2006. We used to think of it as a Ladder of EngagementMain: They describe the movement of an individual. Pyramid describes movement of your entire constituency in measurable waysOut: lets look at each of pyramid levels Other “ladders” you might have heard of… Also, Moves Management Gideon Rosenblatt Stephen Legault – Highwater Wiser Earth Community Engagement Pyramid
- ericIn: example metrics most important attribute of a levelMain: Measure track & analyze your anonymous (unknown) constituent base----- Meeting Notes (3/14/11 16:18) -----use CAC story to describe level actions
- ericMain: people who are known to you
- ericMain: people who have given minimally
- ericMain: People who have given substantially money or time
- ericMain: No longer transactional relationship You know each other by name now They are doing serious work for the organization
- ericMain: your most invaluable supporters
- KarenIn: If you only remember three things from this session…1. public doesn't belong on the bottom of your pyramid2. 3. emphasize this one. It's radical. Sierra Club ex.
- Karen
- EricIn: Having a framework isn’t enough.Main: If you’re going to track and measure you need management systems.Out: before we can talk about management systems we need to talk about what we’re tracking
- EricIn: Can anyone think of areas where you would want to track engagement?Main: We’ve identified these areas as the most relevant to our clients. have to be offering valueOut: org services as engagement - engagement superpower – cite articleOut: A range of ways to track.Choose tools to perform the engagement that make the most sense to you. Make sure there is a mechanism for rolling up to your engagement interactions in way that gives you visibility.Integration can take several forms: single platform, API, CSV export/import, integration platform (jitterbit)Are you able to track enough of these areas to meaningfully analyze the engagement of your constituents?In a perfect world you would be able to
- EricMain: Rocks – you could just stack rocks in piles, starts to make your co-workers nervous Spreadsheets - You could track everything in spreadsheets, but: not structured, poor collab, etc In-house databases – Access, Filemaker,etc, but: good luck automating any engagement activity data Cloud Databases – Salesforce, Convio, salsa, etcWhen choosing a tools for tracking engagement…Integration – open and pre-built integrationsFlexibilityAffordabilityScalabilityOut: Monolithic closed vs interoperable openWe suggest avoiding engagement tracking tools that restrict the engagement means (lock you into the toolset for engaging). Too many great functionally specific tools. You should be using best-of-breed.
- EricMain 1: Right size the toolset for your org. Staff turnover happens – having to invest in a lot of training for a platform. Use your staff resources wiselyMain 2: Does every part of your platform giving you the best capabilities possible?Main 3: Some do one thing well but they make it hard to measure engagement across different focus areas. Does your platform allow you to measure the most important engagement areas?can your vendor deliver the engagement tracking you need?
- EricIn: Groundwire labs has invested in building an engagement platform over the last couple years. - SF is the brain for our orgs - bringing engagement info back into SF whenever possibleMain: Best of breed solutions that integrate with Salesforce – you can choose the best tool for you. Maximize flexibility and interoperability. this list is growing all the timecall out examples: email donations (to contrib level)advocacy events (cite example to endorsing level)Out: Important Note: you don't need every piece of info, just about their engagement - long-term relationship information - different way of thinking about integration
- KarenIn: Now lets see how this framework and platform work in the world.Main: Cite our process: A8 week process with Groundwire, Results in a theory of change, engagement pyramid…
- Describe WA Bus
- Middle - reference Chris article"Meaty middle"where all the action is
- say why ICL is such an interesting org: they organize in a state where the dem caucus can fit in a phone booth they punch above their weight class great lab for us
- eric
- Eric -> karen
- karen
- if you're interested in morego to this link – we link to articles related to topics we covered today