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Getting a user to donate, sign a petition, or attend an event is straightforward. But what do you want them to do next? Once a user takes their first action, that’s when the hard work really starts. In order to achieve long-term success and reach all of your organization’s goals, you constantly have to be thinking down the road and asking yourself “what’s next?” As an online organizer, it can be daunting to think and plan two or three steps ahead… but it doesn’t have to be. Watch the webinar to learn how to lay out your organization’s goals and achieve long-term success.
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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
www.
thenextchapter .me
See? Me, On a Unicorn
www.
thenextchapter .me
I’m also a HUGE West Wing fan.
www.
thenextchapter .me
I learned a lot
www.
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?”
www.
thenextchapter .me
Step-by-Step Engagement Planning Workbook
www.
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.
www.
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
www.
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
www.
thenextchapter .me
First things first, what ARE your goals?
!!!???
Constituent Org
www.
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
www.
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
www.
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.
www.
thenextchapter .me
With an Engagement Plan, You Can:
Achieve ALL of your goals.Leave NOTHING on the table.
www.
thenextchapter .me
How? Create a Mind Meld
1. Accept the premise of ignorance2. Connect the dots3. Show them the way
www.
thenextchapter .me
Let’s do this.
www.
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??
www.
thenextchapter .me
Walk Through User Journey
At every step along the way, think: What’s next?
www.
thenextchapter .me
Goal: Raise Money
Get an email Click to donation form
View Confirmation
Page
Receive Thank You Email
www.
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
www.
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
www.
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
www.
thenextchapter .me
Divest-Invest
www.
thenextchapter .me
Goal: Grow Email File
Reads client story
Signs up for newsle
tter
Views Confirmation
Page
Receive Thank
You Email
www.
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
www.
thenextchapter .me
World Wildlife Fund
www.
thenextchapter .me
AFL-CIO
www.
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!
www.
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?
www.
thenextchapter .me
Oh, Charlie.
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thenextchapter .me
Golden Rule of Engagement
Be respectful and don’t be creepy!
www.
thenextchapter .me
So What’s Next?
www.
thenextchapter .me
Make a Plan
1. Audit2. Evaluate3. Prioritize4. Implement5. Optimize
www.
thenextchapter .me
Go Forth & Engage!
Don’t forget –the engagement workbook is coming your way!
And I’m always here to help.
www.
thenextchapter .me
Question Time!
@salsalabs #whatsnext
www.
thenextchapter .me
Thanks! Don’t be a stranger, now!
Salsawww.salsalabs.com
@SalsaLabs
Lisawww.thenextchapter.me
@Awapy
