PROFILING WEBINAR #1PROFILING: WEBINAR #1
Know your audience – Constituent Profiling
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TODAY’S TOPICS
• Your Story / Your Audiencey
• Understanding your audience: Profiling & Groups
• Where to start
• Taking Proactive Profiling Action:Taking Proactive Profiling Action:Introduction to The Profiling Campaign
• Next stepsp
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USER PROFILEThe information that you know about your constituent
This includes…Bi hi l I f• Biographical Info
• Group membershipP f (I )• Preferences (Interests)
• Online giving history• Online interaction history• Other data (survey
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responses or other info)
TODAY’S TOPICS
• Your Story / Your Audiencey
• Understanding your audience: Profiling & Groups
• Where to start
• Taking Proactive Profiling Action:Taking Proactive Profiling Action:Introduction to The Profiling Campaign
• Next stepsp
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Donors Volunteers
Problem that t twe want to
solve
Event Participants
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Participants
TODAY’S TOPICS
• Your Story / Your Audiencey
• Understanding your audience: Profiling & Groups
• Where to start
• Taking Proactive Profiling Action:Taking Proactive Profiling Action:Introduction to The Profiling Campaign
• Next stepsp
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THINKINGWhat are their main preoccupations, worries, and aspirations?
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SEEINGSEEINGWhat catches their attention? What other things
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are competing for their attention?
SAYINGHow would they describe your organization to their friends or family?
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DOINGWhat sorts of activities do they engage in – online
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What sorts of activities do they engage in online or offline – in relation to your organization?
FEELINGWhat do they care about?What do they care about? What matters to them?
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HEARINGWhat do they hear about your organization, and who do they hear it f ?it from?
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eNews Evaluation
??What’s your subject
line?
Relevant content?
Easy to scan for ywhat’s important to
me?
Concise info with links to learn more?
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?
TODAY’S TOPICS
• Your Story / Your Audiencey
• Understanding your audience: Profiling & Groups
• Where to start
• Taking Proactive Profiling Action:Taking Proactive Profiling Action:Introduction to The Profiling Campaign
• Next stepsp
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PROFILING CAMPAIGN BIG PICTURE
Planning Building Launching ReportingPlanning Building Launching Reporting
Start with the Profiling Who will need to be -Survey report will-Asking the right questions
-Timing for when
-Start with the Profiling Campaign Kit
-Campaign includes Luminate Online
-Who will need to be involved for final approval?
What target date do
Survey report will contain answers to their questions
-Interests and Bioyou’ll deliver
-Permission to promote it on your
Luminate Online Survey and an email campaign with 2 messages to promote
-What target date do you have in mind for launching?
Schedule the
Interests and Bio questions will automatically update their C360 Profile
site or via other channels (social) -Start considering what
groups you’ll want to create post campaign
-Schedule the message deliveries in advance
Promote the initiative
-For creating any newly desired groups, you might need to use Query or Group
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-Promote the initiative across multiple channels
Que y o G oupUploads as a final step
GO! PROFILING CAMPAIGN GUIDE
Can help you organize your message content for running this profiling campaign.
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CAMPAIGN FLOW FOR USERS TO UPDATE PROFILES
Constituent receives email message
Other Actions
Online Survey Form Thank you page
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EMAIL CAMPAIGN SEQUENCE – PROFILING CAMPAIGNQ
Your Target Audience
Message #2Message #1
Thank youfollow up message
Message #2Message #1
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TODAY’S TOPICS
• Your Story / Your Audiencey
• Understanding your audience: Profiling & Groups
• Where to start
• Taking Proactive Profiling Action:Taking Proactive Profiling Action:Introduction to The Profiling Campaign
• Next stepsp
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NEXT STEPS• Brainstorm with your team to identify core groups
• Identify groups that need to be created/managed in C360
W bi #2 B ildi th P fili C i• Webinar #2: Building the Profiling Campaign:
12pm EST August 28th
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