Learn How American Cancer Society Succeeds with Online Community
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Learn how American Cancer Society improves event, peer-to-peer and DIY fundraising with online community.
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Learn How American Cancer Society Succeeds with Online Community
- 1. @SmallWorldLabs | #SWLwebinar | @RelayForLife Improve Event, Peer-to-Peer and DIY Fundraising with Online Community
- 2. @SmallWorldLabs | #SWLwebinar | @RelayForLife Joe Prosperi • National Relay For Life Digital Product Management Lead • American Cancer Society • @RelayForLife Michael Wilson • CEO & Founder • Small World Labs • @SmallWorldLabs Today’s Presenters
- 3. @SmallWorldLabs | #SWLwebinar | @RelayForLife Small World Labs Background
- 4. @SmallWorldLabs | #SWLwebinar | @RelayForLife About Small World Labs • Small World Labs Community • Engage, Connect, Mobilize, and Collaborate with Constituents in New Ways • Specialize in Nonprofit & Associations • Integrated with Website & CRM Tools • Well-Profiled Market Leader
- 5. @SmallWorldLabs | #SWLwebinar | @RelayForLife Small World Labs Community Robust Community Feature Set • User Registration • Single Sign On • Member Profiles • Personalization • Collaboration Groups • Discussion Forums • Opportunity Matching • Action Workflow • User Points & Leaderboards • Integrated Social Sharing • Mobile • Video Center • File Center • Photo Center • Applications • Member Segments • Directories • Tasks • Reviews • Search • Events • Blogs • DocCreate • Notifications • Foreign Language • & More…
- 6. @SmallWorldLabs | #SWLwebinar | @RelayForLife • Integrations – Single sign-on – Profile Data – Community Actions • Customizations – Interface Blocks – New Features • Public API: – www.smallworldlabs.com/api Platform: Extensible API
- 7. @SmallWorldLabs | #SWLwebinar | @RelayForLife Engagement Pyramid Source: Groundwire • Leads others in carrying out organization’s work • Subject matter expert, group leader, refers membersLeading • Invested in the mission and success • Answer questions, join & participates in groupsOwning • Thoughtful & habitual contributions • Volunteer, contribute contentContributing • Simple, transactional actions • Likes, ratings, sharesEndorsing • Receive and read direct communications • Provide contact information, followFollowing • Attend event. See commercial or flyer • Visit website or social media updatesObserving
- 8. @SmallWorldLabs | #SWLwebinar | @RelayForLife Engagement Across Supporter Types Advocacy Volunteer Mission Support PartnersMembership Event Fundraising
- 9. @SmallWorldLabs | #SWLwebinar | @RelayForLife Client Successes
- 10. @SmallWorldLabs | #SWLwebinar | @RelayForLife Industry Thought Leader • Community 2.0 Conference • Social Networking Conference • Nonprofit Technology Conference (NTEN) • eBay Foundation Nonprofit Education Forum • Nonprofit Management Forum • US Department of Commerce Toronto Tech Week • Professional Associations Researchers Conference (UK) • Texas Nonprofit Conference • Blackbaud Nonprofit Conference (BBCON) • Convio Nonprofit Summit • Artez Interaction Customer Conference (Canada) • Affiniscape Customer Conference 9
- 11. @SmallWorldLabs | #SWLwebinar | @RelayForLife American Cancer Society Relay Nation Online Community
- 12. @SmallWorldLabs | #SWLwebinar | @RelayForLife Relay Nation Background Relay Nation • Online community for Relay For Life participants & supporters • Shrink performance gap • Facilitate collaboration and sharing of best practices and ideas • Provide engagement options during other 364 days of the year • Increase retention rate
- 13. @SmallWorldLabs | #SWLwebinar | @RelayForLife Relay Nation Access
- 14. @SmallWorldLabs | #SWLwebinar | @RelayForLife Integrated Login
- 15. @SmallWorldLabs | #SWLwebinar | @RelayForLife RelayNation Background Main Relay For Life Website Relay Nation CommunityEvent & Team Pages Seamless
- 16. @SmallWorldLabs | #SWLwebinar | @RelayForLife Common Event Fundraising Challenges • Build year-round engagement with volunteers, fundraisers, and event participants • Provide a voice to team captains, event committees, and all supporters • Give effective training and onboarding to fully empower new supporters • Ensure our resources are helpful and we get the most out of them • Encourage taking the next step for event participants become fundraisers
- 17. @SmallWorldLabs | #SWLwebinar | @RelayForLife Common Event Fundraising Challenges • Build year-round engagement with volunteers, fundraisers, and event participants • Provide a voice to team captains, event committees, and all supporters • Give effective training and onboarding to fully empower new supporters • Ensure our resources are helpful and we get the most out of them • Encourage taking the next step for event participants become fundraisers
- 18. @SmallWorldLabs | #SWLwebinar | @RelayForLife Common Event Fundraising Challenges • Build year-round engagement with volunteers, fundraisers, and event participants • Provide a voice to team captains, event committees, and all supporters • Give effective training and onboarding to fully empower new supporters • Ensure our resources are helpful and we get the most out of them • Encourage taking the next step for event participants become fundraisers
- 19. @SmallWorldLabs | #SWLwebinar | @RelayForLife Common Event Fundraising Challenges • Build year-round engagement with volunteers, fundraisers, and event participants • Provide a voice to team captains, event committees, and all supporters • Give effective training and onboarding to fully empower new supporters • Ensure our resources are helpful and we get the most out of them • Encourage taking the next step for event participants become fundraisers
- 20. @SmallWorldLabs | #SWLwebinar | @RelayForLife Common Event Fundraising Challenges • Build year-round engagement with volunteers, fundraisers, and event participants • Provide a voice to team captains, event committees, and all supporters • Give effective training and onboarding to fully empower new supporters • Ensure our resources are helpful and we get the most out of them • Encourage taking the next step for event participants become fundraisers
- 21. @SmallWorldLabs | #SWLwebinar | @RelayForLife • Promote sharing of best practices across isolated events and teams • Help team captains source more team members (or form virtual teams) • Get fundraisers to share their involvement more • Match new volunteers with available opportunities based on needs and skills • Understand our supporters more so we can serve them better Common Event Fundraising Challenges
- 22. @SmallWorldLabs | #SWLwebinar | @RelayForLife • Promote sharing of best practices across isolated events and teams • Help team captains source more team members (or form virtual teams) • Get fundraisers to share their involvement more • Match new volunteers with available opportunities based on needs and skills • Understand our supporters more so we can serve them better Common Event Fundraising Challenges
- 23. @SmallWorldLabs | #SWLwebinar | @RelayForLife • Promote sharing of best practices across isolated events and teams • Help team captains source more team members (or form virtual teams) • Get fundraisers to share their involvement more • Match new volunteers with available opportunities based on needs and skills • Understand our supporters more so we can serve them better Common Event Fundraising Challenges
- 24. @SmallWorldLabs | #SWLwebinar | @RelayForLife • Promote sharing of best practices across isolated events and teams • Help team captains source more team members (or form virtual teams) • Get fundraisers to share their involvement more • Match new volunteers with available opportunities based on needs and skills • Understand our supporters more so we can serve them better Common Event Fundraising Challenges
- 25. @SmallWorldLabs | #SWLwebinar | @RelayForLife • Promote sharing of best practices across isolated events and teams • Help team captains source more team members (or form virtual teams) • Get fundraisers to share their involvement more • Match new volunteers with available opportunities based on needs and skills • Understand our supporters more so we can serve them better Common Event Fundraising Challenges
- 26. @SmallWorldLabs | #SWLwebinar | @RelayForLife • Build year-round engagement with volunteers, fundraisers, and event participants • Provide a voice to team captains, event committees, and all supporters • Give effective training and onboarding to fully empower new supporters • Ensure our resources are helpful and we get the most out of them • Encourage taking the next step for event participants become fundraisers • Promote sharing of best practices across isolated teams and events • Help team captains source more team members (or virtual teams) • Get fundraisers to share their involvement more • Match new volunteers with available opportunities based on needs and skills • Understand our supporters more so we can serve them better Common Event Fundraising Challenges
- 27. @SmallWorldLabs | #SWLwebinar | @RelayForLife Build year-round engagement with volunteers, fundraisers, and event participants? How do we…
- 28. @SmallWorldLabs | #SWLwebinar | @RelayForLife Loyal Supporters = More Valuable Event Type New Participants Returning Participants Percent Increase $ Increase Per Participant Cycling Events $ 298 $ 866 190% $ 568 Endurance Run/Walks $ 602 $ 940 56% $ 338 Run/Walks with Registration Fee $ 36 $ 162 354% $ 126 Run/Walks w/o Registration Fee $ 46 $ 317 582% $ 271 Range $36 - $602 $162 - $940 56%-582% $126 - $568 Source: 2013 Blackbaud Peer to Peer Event Fundraising Benchmark Report
- 29. @SmallWorldLabs | #SWLwebinar | @RelayForLife Loyal Supporters = More Valuable Event Type New Participants Returning Participants Percent Increase $ Increase Per Participant Cycling Events $ 298 $ 866 190% $ 568 Endurance Run/Walks $ 602 $ 940 56% $ 338 Run/Walks with Registration Fee $ 36 $ 162 354% $ 126 Run/Walks w/o Registration Fee $ 46 $ 317 582% $ 271 Range $36 - $602 $162 - $940 56%-582% $126 - $568 Source: 2013 Blackbaud Peer to Peer Event Fundraising Benchmark Report
- 30. @SmallWorldLabs | #SWLwebinar | @RelayForLife Ensure Year Round Engagement • Event Supporter Hub • Discussions • Resources • Photos • Videos • Files • Networking • Collaboration Groups
- 31. @SmallWorldLabs | #SWLwebinar | @RelayForLife High Engagement Level 175+ Engagement Actions • Ask a Question • Comment on a File • Join a Group • Invite a Friend • Share Content • Download Resource • Connect with Member Engagement Actions
- 32. @SmallWorldLabs | #SWLwebinar | @RelayForLife Provide a voice to team captains, event committees, and all supporters? How do we…
- 33. @SmallWorldLabs | #SWLwebinar | @RelayForLife Ask Questions
- 34. @SmallWorldLabs | #SWLwebinar | @RelayForLife Contribute Photos
- 35. @SmallWorldLabs | #SWLwebinar | @RelayForLife Contribute Videos
- 36. @SmallWorldLabs | #SWLwebinar | @RelayForLife Contributions are Yours
- 37. @SmallWorldLabs | #SWLwebinar | @RelayForLife … Even when its Gangnam Style
- 38. @SmallWorldLabs | #SWLwebinar | @RelayForLife Give effective training and onboarding to fully empower new supporters How do we…
- 39. @SmallWorldLabs | #SWLwebinar | @RelayForLife Onboarding & Training Resources Resource Library
- 40. @SmallWorldLabs | #SWLwebinar | @RelayForLife Onboarding & Training Resources Resource Library Team Development
- 41. @SmallWorldLabs | #SWLwebinar | @RelayForLife Onboarding & Training Resources Resource Library Team Development Fundraising Ideas
- 42. @SmallWorldLabs | #SWLwebinar | @RelayForLife CaringBridge Community Onboarding
- 43. @SmallWorldLabs | #SWLwebinar | @RelayForLife Engagement Recognition & Badges
- 44. @SmallWorldLabs | #SWLwebinar | @RelayForLife Engagement Recognition & Badges
- 45. @SmallWorldLabs | #SWLwebinar | @RelayForLife Ensure our resources are helpful and we get the most out of them? How do we…
- 46. @SmallWorldLabs | #SWLwebinar | @RelayForLife Making Resources Discoverable Resource Section Search Topic
- 47. @SmallWorldLabs | #SWLwebinar | @RelayForLife Crowdsourced Resources
- 48. @SmallWorldLabs | #SWLwebinar | @RelayForLife Engageable Resources
- 49. @SmallWorldLabs | #SWLwebinar | @RelayForLife Engageable Resources
- 50. @SmallWorldLabs | #SWLwebinar | @RelayForLife Encourage taking the next step for event participants become fundraisers? How do we…
- 51. @SmallWorldLabs | #SWLwebinar | @RelayForLife What Do I Do Next? 30 responses
- 52. @SmallWorldLabs | #SWLwebinar | @RelayForLife How Can I Motivate My Team?
- 53. @SmallWorldLabs | #SWLwebinar | @RelayForLife Promote sharing of best practices across isolated teams and events? How do we…
- 54. @SmallWorldLabs | #SWLwebinar | @RelayForLife I Need Fundraising Ideas
- 55. @SmallWorldLabs | #SWLwebinar | @RelayForLife How to Help on Event Day
- 56. @SmallWorldLabs | #SWLwebinar | @RelayForLife Event Day Experience
- 57. @SmallWorldLabs | #SWLwebinar | @RelayForLife Help Team Captains get more team members (& for virtual teams)? How do we…
- 58. @SmallWorldLabs | #SWLwebinar | @RelayForLife Team Captain: I Need Help
- 59. @SmallWorldLabs | #SWLwebinar | @RelayForLife Fundraising Possibilities: Events
- 60. @SmallWorldLabs | #SWLwebinar | @RelayForLife Fundraising Possibilities: Teams
- 61. @SmallWorldLabs | #SWLwebinar | @RelayForLife Get fundraisers to share their involvement more? How do we…
- 62. @SmallWorldLabs | #SWLwebinar | @RelayForLife Social Sharing: Greenlights
- 63. @SmallWorldLabs | #SWLwebinar | @RelayForLife Match new volunteers with available opportunities based on our needs and their skills? How do we…
- 64. @SmallWorldLabs | #SWLwebinar | @RelayForLife Relay Nation: Volunteer Resources
- 65. @SmallWorldLabs | #SWLwebinar | @RelayForLife Collaboration Groups
- 66. @SmallWorldLabs | #SWLwebinar | @RelayForLife Collaboration Groups: Event Committees
- 67. @SmallWorldLabs | #SWLwebinar | @RelayForLife Collaboration Groups: Event Committees
- 68. @SmallWorldLabs | #SWLwebinar | @RelayForLife Operation Smile: Medical Volunteer Action Center Attract Online Community Post-Volunteer Evaluation Volunteer Mission Team Volunteer Opportunities
- 69. @SmallWorldLabs | #SWLwebinar | @RelayForLife Understand our supporters more so we can serve them better? How do we…
- 70. @SmallWorldLabs | #SWLwebinar | @RelayForLife Understanding with Data Profile Data Engagement Data Relay Nation Online Community Better Decisions Fundraising Data CRM
- 71. @SmallWorldLabs | #SWLwebinar | @RelayForLife Relay Nation Engagement Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Engagement Actions
- 72. @SmallWorldLabs | #SWLwebinar | @RelayForLife Understanding with Data Profile Data Engagement Data Fundraising Data Better Decisions Relay Nation Online Community CRM
- 73. @SmallWorldLabs | #SWLwebinar | @RelayForLife Understanding with Data Profile Data Engagement Data Fundraising Data Better Decisions Relay Nation Online Community 360 CRM
- 74. @SmallWorldLabs | #SWLwebinar | @RelayForLife Why does engagement matter?
- 75. @SmallWorldLabs | #SWLwebinar | @RelayForLife Engagement Pyramid Source: Groundwire • Leads others in carrying out organization’s work • Subject matter expert, group leader, refers membersLeading • Invested in the mission and success • Answer questions, join & participates in groupsOwning • Thoughtful & habitual contributions • Volunteer, contribute contentContributing • Simple, transactional actions • Likes, ratings, sharesEndorsing • Receive and read direct communications • Provide contact information, followFollowing • Attend event. See commercial or flyer • Visit website or social media updatesObserving
- 76. @SmallWorldLabs | #SWLwebinar | @RelayForLife Deeper Engagement 300-900% Page Views Increase Engagement Leads to Success 437% Increase in Revenue Per Person 228% Increase in Volunteer Hours 50% Increase in Attendance at Events 49% Increase in Retention * Actual Small World Labs Client Results
- 77. @SmallWorldLabs | #SWLwebinar | @RelayForLife Feedback & Discussion Contact Jeremy Demers to schedule a Live Demo of Small World Labs Community jdemers@smallworldlabs.com @SmallWorldLabs /SmallWorldLabs
Notas do Editor
- Jeremy Demers: Introduction to webinar, how to ask questions via chat console If you’d like to tweet about today’s webinar, using hashtag #SWLwebinar and have twitter accounts for Small World Labs & Relay For Life at bottom of slides Introduces Joe and Michael Then hands off to Michael
- A little about Small World Labs Small World Labs provides Small World Labs Community, a platform that helps organizations engage, connect, mobilize and collaborate with their constituents in new ways We specialize in nonprofits & associations and have tailored our platform to meet some of the needs specific to the nonprofit industry Our platform is open, making it easy to integrate with your existing website & CRM tools And Small World Labs is the only organization specializing in nonprofits & associations to be profiled by leading analyst firms & publications, some of which you can see at the bottom
- Small World Labs Community has a very comprehensive set of features and capabilities to help create purpose-driven communities that are tailored to each organization’s specific needs and the needs of their top supporters. These include not only foundational community building blocks like member profiles, discussion forums, directories, and resources, but also innovative engagement building tools like Automated Action Workflow, Leaderboards, Opportunity Matching & Recommendations, Document Collaboration, Integrated Social Sharing, and much more
- Our community platform is designed work with and extend the platforms you are already using With a full web-services based API that is publicly available and accessible at: smallworldlabs.com/api In addition, to that open API, you can also see just some of the organizations & platforms Small World Labs Community has already been integrated witth
- And all of this, the platform capabilities, the seamless integration with existing systems, is designed to create an online environment that provides scalable options to attract new supporters and effectively move them up the engagement pyramid, thereby developing a stronger set of Leaders, Owners, and Contributors.
- And that engagement building spans across different audience and program sets. From communities for event fundraising, which is the focus of today’s case study example, to communities for membership, volunteering, partners, mission support, and advocacy
- Here are some of the organizations that are using Small World Labs Community to engage with their supporters & members
- And finally, thought leadership is important for us at Small World Labs. Online community is still a developing area with constantly emerging best practices. We are big believers in taking a scientific, A/B test, learn, continuous improvement approach, and then sharing what we learn so that our clients and other organizations can benefit from it. Based on this position as an industry thought leader, we have been invited to speak at a number of conferences, some of which you can see up on the screen
- And with that, I’ll hand the reins for the majority of the rest of this presentation over to Joe Prosperi, the Digital Product Management Lead for Relay For Life at American Cancer Society Thanks for joining us today, Joe and for sharing what American Cancer Society has been achieving with Relay Nation
- Joe provides background on Relay For Life & Relay Nation
- Relay Nation is access via the Relay For Life website
- It has integrated authentication, utilizing each participant’s existing login credentials, so they don’t need a new username or password. Logging in anywhere, logs the user into all systems
- Which is key for making access easy & seamless Across the main website The individual’s team or event pages And the relay nation community It’s a seamless, frictionless environment for the participant
- Do any of these common challenges resonate with you? Does anyone in the audience have a challenge related to one of these that they’d like to share? So today we are going to walk through how various online communities, with a heavy emphasis on American Cancer Society’s event participant community Relay Nation, tackle these and other event fundraising challenges
- So that covers the quick background. Now we are going to look at how Relay Nation, and other online communities help tackle those event fundraising challenges we mentioned earlier. The first is... How do we… build year round support…
- Year round engagement is key, because ongoing engagement builds loyal supporters who participate in subsequent years. Up on the screen is data from the 2013 Blackbaud Peer to Peer Event Fundraising Benchmark Report It analyzed fundraising results for new versus returning participants across 4 event type categories
- And what they found, is that returning participants raise between 56 and 582% more money than do new participants Which means between 126 and 568 dollars more per participant So if you don’t already know this, improving participant retention can yield a big increase in fundraising dollars
- Relay Nation provides many opportunities for supporters to engage with each other and ACS year round
- And its supporters take advantage of those engagement opportunities Relay nation averages 20,000 member interactions per month Relay Nation tracks over 175 different member actions
- [READ SLIDE] They have needs. They have good things to share. They have valid feedback that can help make you more successful
- Here is a question by a member saying: We are interested in creating a team but don’t have a team name. Can we create our team and then change the name later? A: Absolutely, along with few words of encouragement
- Here’s a member sharing the personalized hope ribbon they created
- And here is a member that created a very neat video about her story and why she supports Relay For Life http://relaynation.relayforlife.org/video/102
- And ACS has rights to use and reuse all the content that is created and shared in the Relay Nation For marketing and communications departments that are looking for great, authentic, personalized content to use, this is a gold mind
- And you’ll get all sorts of interesting stuff. Check out this parody of a Gangnam Style video frame. This is awesome stuff. This not only creates a sense of community within Relay Nation, ACS can use this in email, print, and social media promotions
- To help with initial onboarding, Relay Nation provides a resource library
- And to help with usability and discovery, Relay Nation provides multiple was to view and access resources Here you see a resource list detail page for resources on Team Development
- And on the right, a resource mash up about Fundraising Ideas Which pulls in fundraising discussions & couples them with fundraising resource files, & quick links to other resource area http://relaynation.relayforlife.org/resources http://relaynation.relayforlife.org/fundraising-ideas http://relaynation.relayforlife.org/resources/teamdevelopment
- Now there is a lot more that you can do to help onboarding and training in an online community. Here I’ll use an example from CaringBridge’s Amplifier Hub Community This is CaringBridge’s community for top supporters and advocates. [click 1]: As a part of the Caring Bridge Online Community welcome and onboarding process, new members are routed through a series of training tutorials [click 2]: Step one is an explanation of the Amplifier program and what it means to be an Amplifier. This is followed up by some questions about the training video. If the member answers correctly, then the community’s personalization feature kicks in [click 3]: And they are presented with step 2 in the training and onboarding process. [click 4]: And then step 3… [click 5]: step 4 [click 6]: and so on through the onboarding process [click 7] http://amplifierhub.caringbridge.org/tutorials/level-2/2-3/tutorial-2-3.html
- CaringBridge’s community also makes use of badges & gamification, to not only make sure that members understand how CaringBridge wants them to help But also does it in a way that’s fun and recognizes them for their achievements Here you see some of the engagement areas, which include: Sharing CaringBridge to your social networks Starting a CaringBridge site Hosting a Fundraiser Speaking about CaringBridge And volunteering for CaringBridge
- And as user’s complete these actions, they unlock recognition badges, which are displayed on their profile, and also correlate to milestone appreciation prizes that CaringBridge sends to its top supporters http://amplifierhub2.caringbridge.org/amptivity-tracker-info http://amplifierhub2.caringbridge.org/amptivity-tracker
- The next challenge area is [read slide]
- So, the first part is making sure that all of your resources are discoverable. Via click and find browsing by section [click 1]: Via search [click 2]: Along with organization by topic http://relaynation.relayforlife.org/resources http://relaynation.relayforlife.org/search?search_filters[]=all&query=fundraising&tk=XQfYIXPBFjLXM6Tq5oBVLtwHqOFC54o_73BONzY2fJs%2C&tm=jeeOgKMUrvjwZ9bxJBaCi3ySrlMPNtaoGHZwC4Sve7E%2C http://relaynation.relayforlife.org/fundraising-ideas
- The second way is crowdsourcing. Enabling members to contribute resources to others. Here is a discussion about “Ways to Keep People Engaged at a Relay Event” As a part of the discussion, one guy talks about a method he uses, which includes an original concept of “Spirit Bucks” which he hands out and that can be used for STYLIZED RACE BATONS. [click 1]: And then he follows up by adding some resource documents that he has created, that he uses, so that others can use them as well. And these resources can be downloaded by other members, or [click 2]: Bookmarked in Relay Nation for later use http://relaynation.relayforlife.org/discussions/viewtopic/88/217?post_id=1003#p1003
- The last way that Relay Nation ensures that its resources are valuable, is by opening up a feedback loop. Here is a resource file that ACS staff have created, it’s the Team Captain Toolkit. And in a normal web resources area, this would be it. We provide the resources, and they take them. But that’s not optimal
- And here’s why. With Relay Nation’s engagement system, users can comment on resources. And those comments can be pretty important The first comment at the top is from a user saying that they thought something would be in the toolkit, but it is not. The Relay Staff think it’s a good idea and they upload a new version. [click 1]: But then, the second comment is that a user reports that the file is corrupted with a bad encrypt dictionary [click 2]: The Relay staff redo the file, other’s confirm it works, and all is good. Organizations often invest a lot in their event resources, and this helps Relay For Life ensure that it’s getting a benefit from that investment http://relaynation.relayforlife.org/files/73
- [Read question]
- Here is someone that has just decided to take that step, to become not only a fundraiser, but a team captain. And he’s having major reservations. He can’t get any fundraisers to join his team. In a normal scenario, James would likely just sit a home, worry a bit, and potentially not do anything, and that would potentially be the end of it. But James ask for help… [click 1]: And James gets 30 offers for help and advice This type of interaction helps people take the next step. This not only helps James, but because all the content in Relay Nation is discoverable and permanent, future potential first time fundraisers can benefit from Jame’s experience here. http://relaynation.relayforlife.org/discussions/viewtopic/62/375?post_id=2016#p2016
- And these are not isolated events. Here is another new fundraiser who posts “I cannot motivate my team” [click 1]: And Jordan gets 18 ideas by other team leaders that he can use. http://relaynation.relayforlife.org/groups/forums/viewtopic/223/503/316?post_id=4175#p4175
- Helping bridge the knowledge and experience gap between top performing events, team, and fundraisers, and lower performing events, teams and fundraisers is a big focus of the Relay for Life Community. And it delivers. Here is a question by MusicMom11 saying that she “Needs fundraising ideas” [click 1]:You ask a simple question like that on Relay Nation and you get 101 ideas and comments [click 2]: along with three new resource files created by other users specifically around new fundraising ideas And this works well for not only traditional event fundraising, but also for Do It Yourself, DIY events where your fundraisers are coming up with their own ideas. Having ideas & support can really help Don’t list Here are some of the examples included here: Holding a spaghetti dinner with the Lady & The Tramp them with pictures of people spaghetti kissing Valentines Day Candy Basket for the workplace with a donation per guess of the number of candies inside an Office Sponsored “Jean’s Day” where people pay $5 to be able to wear jeans to work A guy makes cement castings of leaves and that he sells for Relay (with a link to how he does them on his personal website) A garage sale (that was said to have gone very well) Hosting Dine In nights a restaurant that will donate 15-20% of the proceeds and many, many others http://relaynation.relayforlife.org/discussions/viewtopic/87/175?post_id=408#p408
- Ideas don’t have to be discussion driven. Here is a great shot of a poster from event day. That others can use. http://relaynation.relayforlife.org/photos/3816?group_id=&offset=6&total=3697&filter=&order=toprated
- Another good idea for improving the event day experience http://relaynation.relayforlife.org/photos/2052?group_id=&offset=89&total=3697&filter=&order=toprated
- Here is a post from a team captain. Kim starts off “At this point, I’m kinda thinking what have I gotten myself into. I’m a team captain and so far I have only 2 other people on my team” [click 1]: And Kim gets some help. She gets some words of encouragement from other members as well as some ideas for what to do.
- So Relay For Life isn’t doing this yet. But we recently released a new capability that enables Event & Team pages to be automatically pulled into the Event Community. Here’s an example of an event that was autocreated in a community [click 1]: Within the community environment, all members can see the event, start a new team, or see existing teams
- And the team pages are also autogenerated in the community. Here I can see an existing team in the community [click 1]: team members are pulled in automatically, along with links to their profiles [click 2]: Community members can join the team, providing a new source for team members. And this helps. If I was on a team last year, my team captain isn’t doing it again this year, and I don’t feel comfortable being a team captain yet. I find new teams. Even talk to the team members first, and join via the Online Community. [click 3: And even if I don’t want to join, I can also donate here to support other community members.
- Greenlights is a small nonprofit organization based in Texas. They provide the 501community to their members and supporters. Here we are looking at one of their community pages, and we see the familiar social sharing buttons [click 1]: And if anyone clicks, it shares the page to their preferred social network. Basic stuff [click 2]: However here it gets interesting. Because Greenlights’ Community Platform has integrated social sharing, the share that was just made not only shares out to Facebook or Twitter. But also into the activity stream into the community. And now the page is brought to the attention of other members, as well as the concept of “Oh, I should share this too!” [click 3]: And furthermore, with Small World Labs tracked social sharing, Greenlights can provide leaderboards with its top social sharers, introducing competition and recognition for this [click 4]: Which leads to more social shares & more exposure on 3rd party social networks for Greenlights. We’ve seen this integrated, community-driven social sharing increase social shares by 115%
- Next [read slide]
- Relay Nation provides a number of volunteer resources, which you can see here
- And also uses collaboration groups to empower its top volunteers.
- Here we see a collaboration group for the Committee Members of Community Events, across the country. Currently this one group has over 600 members from across the country that work on planning a Relay For Life event in their local area [click 1]: Within the collaboration group are a number of different options for communicating and sharing
- And here is one example. Some Event Committee members manage the event website for their local event. Gary, from New York has a question for other committee members about what they do to customize their event pages to make them stand out and be as helpful as possible [click 1]: And on this specific topic, Gary gets a number of ideas from other event committee members, just like him. [click 2]: As well as some actual files for creating orange buttons that another members used, along with a how-to guide for integrating them into his event page.
- The Volunteer management & collaboration options in an online community are endless. Relay Nation isn’t taking full use of the volunteer aspect yet, beyond the collaboration groups we just reviewed. But let me show you how another organization is using their online community for volunteers. Operation Smile is an international nonprofit that delivers cleft lip and cleft palate surgeries to children in developing countries. To accomplish this, Operation Smile must attract medical professionals to go on overseas mission trips 1. Operation Smile’s volunteer recruitment starts with its main website 2. Which is integrated with it’s volunteer community, the Medical Volunteer Action Center. With the Medical Volunteer Action Center: Medical Professionals can apply online 3. The application process includes a three step review and approval, involving staff in the US and in local countries 4. Once a volunteer applicant has provided the appropriate documentation & certification, the applicant is approved 5. And gains access to the list of recommended volunteer mission trip opportunities 6. The volunteer can then apply for mission trips, and if accepted, is placed in a collaboration group for that mission trip, along with the other mission trip participants. This allows for communication, preparation, and collaboration before the mission trip 7. After a volunteer mission trip, each volunteer and each mission coordinator fills out a post-mission evaluation form 8. And if the volunteer’s participation in the mission was deemed a success, the volunteer is approved to apply for another upcoming mission trip 9. Using this approach, Operation Smile processes over 1,000 volunteer mission trip applications per month Dramatically improving staff productivity and response times to volunteers
- The last challenge area is: [read slide]
- Before the Relay Nation online community, the American Cancer Society had its fundraising information, which integrates into its CRM or data warehouse [click 1]: But when they added the Relay Nation Online Community, they get additional and more frequently updated profile data [click 2]: As well as all of that engagement data we’ve been talking out.
- And we aren’t talking about peanuts here. As I mentioned before, Relay Nation averages more than 20,000 member interactions per month
- [click 1]: And that information syncs with their CRM
- Giving them more information about each supporter. Creating a 360 degree view of the constituent in their CRM [click 1]: Which is used by all of their departments, and helps ACS make better strategic decisions
- So… all of this talk about engagement & collaboration & sharing Why does it matter?
- It all goes back to that central concept of empowering your engagement pyramid. Providing options to acquire more supporters and more options for them to engage more deeply and move up the engagement pyramid, to ultimately becoming your contributors, owners, and leaders.
- And that increase in engagement, whether measured by specific engagement actions, or by time spent on site. Does what you think it would do. [click 1]: We’ve found that in general, online community members tend to: Contribute 437% more revenue per person Volunteer 228% more Attend events at a 50% higher rate And remain loyal supporters 49% more often So if you’re looking for true, measurable impact, this is gold
- And with that, we’d love to hear what you think. [pause after this, get their initial reaction, them later on move into discussion of opportunities & next steps]