what's next: getting your supporters to take the next step

What’s Next? Getting Your Supporters to

Take the Next Step

Presented by Lisa KaneffThe Next Chapter Consulting

@salsalabs #whatsnext

www.

thenextchapter .me

Hello! Who I am: Lisa Kaneff

What I do:•Copywriter•Marketing Consultant

Where I work:The Next Chapter Consulting

Tell you more? OK! •Engagement Enthusiast•Unicorn Wrangler

@salsalabs #whatsnext

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thenextchapter .me

See? Me, On a Unicorn

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thenextchapter .me

I’m also a HUGE West Wing fan.

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thenextchapter .me

I learned a lot

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thenextchapter .me

I gained insights

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thenextchapter .me

I was inspired

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thenextchapter .me

Success = Achieving GoalsAchieving Goals EngagementEngagement “What’s Next?”

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thenextchapter .me

Step-by-Step Engagement Planning Workbook

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thenextchapter .me

Let’s Start With a Definition*

Engagement is a journey that culminates in a desired action.

*Thanks, Beaconfire!

That journey connects the needs of your supporters and the goals of the organization.

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thenextchapter .me

Today, we’re going to talk about:

• Who: Your supporters (or future supporters)• What: Goals - yours and theirs• Why: The value of asking• When: Ask and keep asking• Where: Confirmation pages & Thank You emails• How: I’ll show you! (An exercise)

• Q&A: AKA The “Put Lisa on the Spot” Game

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thenextchapter .me

Your Supportersaka: users, constituents

Who are they?– Website Visitors– Donors– Advocates– Event Attendees– Clients

Want do they want?

And what do we want from them?Good question

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thenextchapter .me

First things first, what ARE your goals?

!!!???

Constituent Org

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thenextchapter .me

Constituent

The Supporter:“I’m here to do one very specific thing today!

Then, it’s back to my life!”

They want to:• Find what they are looking for• Accomplish a goal quickly and easily• Leave

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thenextchapter .me

Org

The Organization:“They’re here! Yippee! How can we get them to do EVERYTHING before they

leave??”

You want to:• Help supporters find what they’re seeking• Help them accomplish their goal quickly

and easily• Give them a seamless path to do

something else immediately• Keep them with you as long as possible

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thenextchapter .me

Love at first goal!

Goal Met!Goal Met!

Constituent

Org

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thenextchapter .me

Did you achieve one of your goals?

Great! Now, get back to work.

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thenextchapter .me

With an Engagement Plan, You Can:

Achieve ALL of your goals.Leave NOTHING on the table.

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thenextchapter .me

How? Create a Mind Meld

1. Accept the premise of ignorance2. Connect the dots3. Show them the way

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thenextchapter .me

Let’s do this.

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thenextchapter .me

Make a List of Goals

• Raise money• Acquire monthly donors• Grow the email file• Recruit volunteers• Educate constituents• Sell tickets to events

• Increase social media following

• Get social shares of content• Provide resources to clients• Recruit chapter members• What else??

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thenextchapter .me

Walk Through User Journey

At every step along the way, think: What’s next?

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thenextchapter .me

Goal: Raise Money

Get an email Click to donation form

View Confirmation

Page

Receive Thank You Email

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thenextchapter .me

Get an email

Click to donation form

View Confirmation

Page

Receive Thank You Email

No other CTA.They’re busy making

a donation!

• Upgrade your gift• Tell a friend• Share on social media• Sign a petition• Sign up to volunteer• Learn more• Join the mailing list

• Tell a friend• Sign a petition• Sign up to volunteer• Become a sustainer• Learn more• Join the mailing list

Goal: Raise Money

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thenextchapter .me

Goal: Sign a Petition

Friend shares social media post

Click to

blog post

Click to sign petitio

n

View Confirmation Page

Receive

Thank You

Email

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thenextchapter .me

• Make a donation• Tell a friend• Share on social media• Sign up to volunteer• Register for event• Learn more• Sign a petition• Join the mailing list

• Make a donation• Tell a friend• Share on social media• Sign up to volunteer• Register for event• Learn more• Sign a petition• Join the mailing list

Click to sign petition

View Confirmation

Page

Receive Thank You Email

No other CTA.They’re busy

signing!

Goal: Sign a Petition

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thenextchapter .me

Divest-Invest

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thenextchapter .me

Goal: Grow Email File

Reads client story

Signs up for newsle

tter

Views Confirmation

Page

Receive Thank

You Email

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thenextchapter .me

Reads client story

Signs up for newsle

tter

Views Confirmation

Page

Receive Thank

You Email

• Sign a petition• Make a donation• Learn more• Tell a friend• Share on social media• Sign up to volunteer• Register for event• Join the mailing list

• Sign a petition• Make a donation• Learn more• Tell a friend• Share on social media• Sign up to volunteer• Register for event• Join the mailing list

Goal: Grow Email File

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thenextchapter .me

World Wildlife Fund

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thenextchapter .me

AFL-CIO

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thenextchapter .me

Reads client story

Signs up for newsle

tter

Views Confirmation

Page

Receive Thank

You Email

Sign a Petition: ROADBLOCK

• Big, BIG missed opportunity• So… fix it!

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thenextchapter .me

Consider Your Levers

• Copy: What are you asking? How are you asking?

• Call to Action: Is there one?

• Design: Is the design helping or hurting?

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thenextchapter .me

Set Engagement Priorities

• What are your org’s goals RIGHT NOW?

• What will get the best response?

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thenextchapter .me

Oh, Charlie.

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thenextchapter .me

Golden Rule of Engagement

Be respectful and don’t be creepy!

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thenextchapter .me

So What’s Next?

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thenextchapter .me

Make a Plan

1. Audit2. Evaluate3. Prioritize4. Implement5. Optimize

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thenextchapter .me

Go Forth & Engage!

Don’t forget –the engagement workbook is coming your way!

And I’m always here to help.

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thenextchapter .me

Question Time!

@salsalabs #whatsnext

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thenextchapter .me

Thanks! Don’t be a stranger, now!

Salsawww.salsalabs.com

@SalsaLabs

Lisawww.thenextchapter.me

@Awapy