Small World Labs & American Cancer Society Present 'Best Practices for Converting and...

Converting and RetainingPeer-2-Peer Donors

Best Practices for Building Community Online

Today’s PresentersMichael Wilsono CEO o Small World Labso @wilsonmichaelo @smallworldlabs

Joe Prosperio Lead, Relay For Life Product Managemento American Cancer Societyo @prosperijo @relayforlife

How to Build Community Online:The Engagement Pyramid

Source: Groundwire

Leading

Owning

Contributing

Endorsing

Following

Observing

Engagement Pyramid

Source: Groundwire, Small World Labs

Leading

Owning

Contributing

Endorsing

Following

•Attend event. See commercial or flyer

•Visit website or see social media updates

Observing

Engagement Pyramid

Leading

Owning

Contributing

Endorsing

•Receive and read direct communications

•Provide contact information, follow

Following

•Attend event. See commercial or flyer

•Visit website or see social media updates

Observing

Source: Groundwire, Small World Labs

Engagement Pyramid

Leading

Owning

Contributing

•Simple, transactional actions

•Likes, ratings, shares

Endorsing

•Receive and read direct communications

•Provide contact information, follow

Following

•Attend event. See commercial or flyer

•Visit website or see social media updates

Observing

Source: Groundwire, Small World Labs

Engagement Pyramid

Leading

Owning•Tho

ughtful & habitual contributions

•Volunteer, contribute content

Contributing

•Simple, transactional actions

•Likes, ratings, shares

Endorsing

•Receive and read direct communications

•Provide contact information, follow

Following

•Attend event. See commercial or flyer

•Visit website or see social media updates

Observing

Source: Groundwire, Small World Labs

Engagement Pyramid

Leading

•Invested in the mission and success

•Answer questions, join & participates in groups

Owning•Tho

ughtful & habitual contributions

•Volunteer, contribute content

Contributing

•Simple, transactional actions

•Likes, ratings, shares

Endorsing

•Receive and read direct communications

•Provide contact information, follow

Following

•Attend event. See commercial or flyer

•Visit website or see social media updates

Observing

Source: Groundwire, Small World Labs

Engagement Pyramid

•Leads others in carrying out organization’s work

•Subject matter expert, group leader

Leading

•Invested in the mission and success

•Answer questions, join & participates in groups

Owning•Tho

ughtful & habitual contributions

•Volunteer, contribute content

Contributing

•Simple, transactional actions

•Likes, ratings, shares

Endorsing

•Receive and read direct communications

•Provide contact information, follow

Following

•Attend event. See commercial or flyer

•Visit website or see social media updates

Observing

Source: Groundwire, Small World Labs

Engagement Pyramid

•Leads others in carrying out organization’s work

•Subject matter expert, group leader

Leading

•Invested in the mission and success

•Answer questions, join & participates in groups

Owning•Tho

ughtful & habitual contributions

•Volunteer, contribute content

Contributing

•Simple, transactional actions

•Likes, ratings, shares

Endorsing

•Receive and read direct communications

•Provide contact information, follow

Following

•Attend event. See commercial or flyer

•Visit website or see social media updates

Observing

Acqu

isitio

n –

> E

ngag

emen

t –

> O

utco

me

Source: Groundwire, Small World Labs

Engagement Pyramid

Observing

Observing: Website and Social Media

Observing: Website and Social Media

Quantityo Page views

o Visitors

o Total Time On Site

o Post Reach

Observing: Website and Social Media

Qualityo PV/session

o Avg. Time On Site

o Bounce Rate

oReach/Fan or Follower

Observing: Twitter Cards

Observing: Twitter Cards

Observing: Twitter Cards

Observing: Twitter Cards

Observing: Twitter Cards

Observing: Twitter Cards

Observing: Twitter Cards

88% Increase in Click Through Rate

119% Increase in Retweet Rate

Engagement Pyramid

Following

Following: Sign Up FormsCall to Action Button/Image

Following: Sign Up FormsCall to Action Button/Image

In-Line Form

Following: Sign Up FormsCall to Action Button/Image

In-Line FormIn-Line Form on Light Box

Following: Sign Up Forms

Source: AWebber Communications

Call to Action Button/Image

In-Line Form In-Line Form in Lightbox0%

100%200%300%400%500%600%

Baseline73%

511%

Engagement Pyramid

Endorsing

Endorsing: Facebook Images

Endorsing: Facebook Images

25% More Likes187% More Comments

Endorsing: Facebook EdgeRank

Endorsing: Increasingly Difficult on Facebook

No97.5%

Yes2.5%

Who Sees Your Posts

Source: Ignite Social Media

Engagement Pyramid

Contributing

Contributing: Facebook

Contributing: Facebook

604,000 Page Likes

253 Post Likes

32 Post Shares

8 Post Comments

Contributing: Facebook

0.04%

0.005%

0.001%604,000 Page Likes

253 Post Likes

32 Post Shares

8 Post Comments

Contributing: Facebook

0.04%

0.005%

0.001%604,000 Page Likes

253 Post Likes

32 Post Shares

8 Post Comments

Less than 1 in 75,000 Contributed

Contributing: What’s the Next Step?

VS.

Contributing: Online Community

Online Community

oCentral Area For Top Supporters

o Part of Your Website

o Toolset For Customized Experience

oCapabilities For Deeper Engagement

Online Community: Capabilities

American Cancer SocietyRelay Nation Online Community

Online Community: Video

Online Community: Video

Relay Nation Background

Relay Nationo Online community for Relay For Life

participants & supporters

o Shrink performance gap

o Facilitate collaboration and sharing of best practices and ideas

o Provide engagement options during other 364 days of the year

o Increase retention rate

Relay Nation Access

Integrated Login

Relay Nation BackgroundMain Relay For Life Website

Relay Nation CommunityEvent & Team Pages

Seamless

Engagement Pyramid: Bottom Stages

•Simple, transactional actions

•Likes, ratings, shares

Endorsing

•Receive and read direct communications

•Provide contact information, follow

Following

•Attend event. See commercial or flyer

•Visit website or ssee ocial media updates

Observing

Observing: Open Pages and SEO

Discussions Resources Photos & Videos

Observing: Open Pages and SEO

Source: Groundwire

Observing: Open Pages and SEO

Source: Groundwire

Following: Registration and User Data

Integrated Registration

Following: Registration and User Data

Integrated Registration Expanded Profile Info – After Registration

Endorsing: Integrated Social Sharing

Endorsing: Integrated Social Sharing

Endorsing: Integrated Social Sharing

Endorsing: Integrated Social Sharing

Endorsing: Integrated Social Sharing

Engagement Pyramid

Contributing

Contribute: Pre-Event Ideas

Contribute: Fundraising Ideas

Contribute: Event Day Experience

Contribute: Inspiration

Contribute: Stories

My moment at this past Relay event was a hug of appreciation from a teen participant that lost her mother. Her Luminaria bag, some how, after the ceremony had been moved and she was to tears trying to find it. Myself and another committee member helped her look for it. After what seemed like forever I had found it! She came running up to me and hugged me so tight and cried. We cried together! "Thank you" she said "I want to remember her forever and Im keeping this bag always". I WILL NEVER forget that moment.always". I WILL NEVER forget that moment.

Contribute: Stories

Contributions are Yours

… Even when its Gangnam Style

Engagement Pyramid

Owning

Owning: Team Captains

Owning: Team Captains

Owning: Team Captains

Owning: Team Captains

Engagement PyramidLeading

Leading: Event Committees

Leading: Event Committees

Leading: Event Committees

Leading: Event Committees

Leading: The Power of the Crowd

Leading: The Power of the Crowd

Leading: The Power of the Crowd

Measuring the Impact

Impact: Start Fundraising Earlier

Join Relay Nation

Register for Event

Start Fundraising 87

Days Earlier

Impact: Engage & Learn Beforehand

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

Impact: Stronger GoalsSet More Aggressive Goals

Not a Relay

Nation M

ember

Relay Nati

on Member

$ Fu

ndra

isin

g G

oal

Not a Relay Na-tion Member

Relay Nation Member

0%

20%

40%

60%

80%

100%

120%

140%

% A

ttai

nmen

t of F

undr

aisi

ng G

oal

Exceed Goals More Often

Impact: Send More Fundraising Emails

NOT a Relay Nation Member Relay Nation Member

# of

Fun

drai

sing

Em

ails

Sen

t1036% Increase in Emails Sent Per Participant

Impact: Raise More Online & Offline382% Increase Offline Fundraising

Not a Relay

Nation M

ember

Relay Nati

on Member

$ Ra

ised

Onl

ine

Not a Relay

Nation M

ember

Relay Nati

on Member

$ Ra

ised

Offl

ine

309% Increase Online Fundraising

Impact: Better Fundraisers!

Not a Relay Nation Member Relay Nation Member

$ D

olla

rs R

aise

d352% Increase in $ Raised Per Participant

AboutSmall World Labs

NonProfit Community Specialists

QuestionsMichael Wilsono CEO o Small World Labso mwilson@smallworldlabs.como @smallworldlabs

Joe Prosperio Lead, Relay For Life Product Managemento American Cancer Societyo @prosperijo @relayforlife