As your network grows, it is more important to create appropriate, targeted communications to those in your community to enhance their engagement with your organization. This presentation introduces the Ladder of Engagement as a way to increase commitment and trust with your organization and also provides several demos that leverage Plone and salesforce.com to create targeted, appropriate communications.
12. Ranks levels of
start
something
constituent action
give time
High rungs: involved forms
take part
of activism
provide
info
give money Low rungs: easy ways
to engage
subscribe
to content
view
13. start
Effective engagement
something moves people up ladder
give time
take part
provide
info
give money
subscribe
to content
view
14. comment on blog
take part
subscribe to newsletter
subscribe to content
20. 1. Targeted, direct communication
with constituents…
edit content newsletter
on website
targeted emails
21. Obama Campaign
Requests to hold support
parties, participate in Grass Roots
start rallies, drive others to Organizers
something polls, etc.
experience
General messaging Undecided
about policies, hope for Voters
content change, etc.
22. Ask to contact
politicians, write letters Petition
take part to editor, forward info to Signer
networks
Info about
membership/ services, Alert
subscribe
to content invitations to attend Subscriber
events/ rallies
23. 2. Information must flow
two ways…
content you
produce
content you produce
email comments
stats comments
web analytics
36. mifos.org PROJECT HIGHLIGHTS
Grameen Foundation Directory and map of
community
Open source software for
Interface supports community
microfinance
37. lta.org PROJECT HIGHLIGHTS
Land Trust Alliance Taking branding strategy to web
Site lowered support costs
Network and strengthen
land trusts in the US Wireframes + IA +
38. dotrust.org PROJECT HIGHLIGHTS
Int'l development NGO International network of site
users
Train entrepreneurs in
Carefully structured site security
technology and projects
39. communitychange.org KEY PRODUCT
Center for Community Plone CMS
Change DIA for Advocacy
Grassroots organizing Salesforce.com for
51. Automate Online Giving
Make the giving process easier
Make tracking and reporting on
giving easier
Reduce technical staff costs of
data management
Enable better followup with
donors
71. Roles and skills you need…
Roles Skills
Executive team for Project management
support & vision Ability to investigate &
Program staff (users) articulate requirements
Communications Collaboration & negotiation
Organizers Operations & technical
Fundraising implementation
IT Ongoing training/ support