11. Change.org:
World's Fastest Growing Social Action Platform
Anyone, anywhere, can start,
join, and win campaigns for
social change
• 5 million members
• 5,000 new campaigns
each month
• 500,000 new members
each month
17. Participants are potential Supporters
1. Connect the cause/campaign to the
organization
2. Decrease time between initial action and
follow-up
3. Organizing 101: Make the follow-up ask
Change.org can help with #1 and #2.
Your organization defines #3.
26. Part II: From Participants to Supporters
…HERE THEY COME!
27. Less Time Between Action & Follow-up
• Frequent deliveries to Convio
• Origin source code (or other fields) set
automatically
• Less work for staff
28. Connecting Campaign to Organization
• Use fields for conditional content or
targeting
• Refer to the specific origin
campaign/action
• Don’t be shy: refer to Change.org!
Why are participants of related campaigns good prospects for being supporters of your organization?They are Sympathetic to your causeFired up about the cause, at least for a momentReady to take action, since they’ve already done so
What are the challenges of turning campaign participants into supporters?They may only have had a fleeting interest your cause – because of a sensational news reportrandomness of their opportunity for actionStrong campaign contentThey may not remember taking action on (or caring about) something when you go back to them for support.They may think they’ve already done enough.
How do we increase the likelihood that participants will become supporters?Decrease time between initial action and follow-up.Connect the initial campaign action with the cause of the organization.Make the next ask. This is really a basic organizing principle in which a volunteer is asked to perform a new, higher-threshold action after they have completed the first.
There are other advantages to setting up the Convio API to work with Change.org: logistical bliss.Having to manually import delivery files frequently is time-consumingprone to human errorlikely to make your staff hate you
Enable API connections in the Convio setup area
Setup an *administrator* account for the APIAdd that new administrator to the API Administrators group
Find your base URL in your browser (blue)-
Create a constituent group to which new Change.org campaign participants will be delivered.
Provide connection information
The advantages of API deliveriesDecreases amount of time between initial action on Change.org and a new constituent record in the organization’s Convio database.Origin source code is automatically set with detailed information about which action new constituent came from. No manual setup for each new action on Change.org.Less work for organization staff – no manual data sync/importing!
How can this help connect the user’s participation in the Change.org campaign back to the organization?Use constituent fields and/or custom fields that are populated with constituent-specific information, such as the title of their initial campaign or the date of their first action on a campaign. These can be dropped into welcome emails or follow-up action alerts.Source of constituent (Change.org)Campaign’s title (“Tell Congress: Stop breaking apart loving families!”)Date of initial activityReference the action the user took to become a list subscriberReference their action on Change.org specifically! MANY organizations forget or purposefully don’t do this. Email recipients should be transparently told HOW they got on your organization’s email list.
If we’re going to talk about the next generation, we need to know what the prior generation was.
17% response to TM when contacted 120 days or less from their first interaction. 13% for recruits with interaction dates farther in the past. TM campaign completed in December 2010. Try to get more recent results to substitute. Emphasize the importance of recency.
If we’re going to talk about the next generation, we need to know what the prior generation was.
How many people out there do these things?
Congratulations, that is all great stuff and a good start. It’s time to take things to the next level with integrated campaigns with unified goals
Emphasize that this is a true series – we look at the successes/failures of each individual component in order to inform future iterations of the series and to enhance performance of the efforts that come later, but the series is judged by the LTV of the “class” of people that move through it, not by the results of any single piece of the campaign. That’s the essence of the next generation.
What do we mean by collecting data? Well, first, there’s behavioral data and here’s one example…[The next several slides describe the baby steps we took that led us to the series we are now using. Describe the test we did to set up the results on the next slide. Also mention that we are testing petitions and surveys as data collection devices in the mail.]
There’s also append data.What data have you found useful?
HRC’s already been using data for a while and it produces results! This is also part of “strike early and often”Results from making use of the data. No results more recent than Feb 2011 because the targeted messaging was crushing the control and now all of our messaging is targeted. Possibly insert information about LGB/Straight/No Response here if there is time.
We started working with HRC this summer to put together their nextGen multichannel onboarding series
Describe the goals we set out to achieve when we decided to move to a more unified, organized approach with Jeff/M+R.
The plan we worked out with Jeff. May need to change the ask stuff for Direct Mail. Describe the “flow” of both asks and information from top to bottom so that at the end we have a very full data picture and a pile of money set to come our way in terms of LTV.
Connect this back to the information about sexual orientation before and describe some of the subtleties about why these audiences are different.
Once Lindsey distributes results, include them.
Emphasize that we built toward this ask, look at results in terms of who opened/clicked/did what we wanted in emails 1/2 vs those who did not (this data not yet available)
This data is not yet available
May have to cut this to accommodate extra time for the data discussion we are currently missing in the previous slides.
If we’re going to talk about the next generation, we need to know what the prior generation was.
