1. Reactivating Supporters Online Engaging Networks 2012 Community Conference 14 Oct 2012 @fairsay duane@fairsay.com

2. Style Ask questions whenever you have them Raise real situations to help make ideas relevant Share your interests so they can be explored 2

3. @fairsay duane@fairsay.com Who am I? Geek since the 1980s 2001-4 Oxfam GB’s first eCampaigning manager Launched FairSay in 2004 Delivered trainings for years “The godfather of good geekery” - Tom Allen at ActionAid “Foremost guru in e- campaigning” - Linda Butcher, Sheila McKechnie Foundation Experience with Oxfam Greenpeace Amnesty WWF NSPCC Macmillan IFAW Save the Children Action Aid Which Rethink etc… 3

4. The brief for the this session Main aim Share strategies for reactivating supporters online Note: reactivation is just one part of retention Cover The problem The reasons for the problem Success stories Your options for reactivation Reactivation process best practice 5 Step re-activation plan Getting help @fairsay duane@fairsay.com 4

5. Why are you here? 5

6. The shocking facts… 70-90% of email subscribers are only ever active once: their first time @fairsay duane@fairsay.com6

7. The shocking facts… only 5-10% ever do two actions online… most of these within 5-10 minutes of their first @fairsay duane@fairsay.com7

8. The shocking facts… only 1-5% are ever active beyond the first day @fairsay duane@fairsay.com8

9. The shocking facts… on social media it is even worse: 99.x% inactive from first like/follow/subscribe @fairsay duane@fairsay.com9

10. What contributed to these results? Internally one-size-fits-all online recruitment and engagement supporter hoarding: no spring cleaning lack of time/skills/priority ignorance of the problem / solution ignorance of the best practices and best practice indicators false assumptions: maybe they are active in other ways (donations, volunteering, etc) Externally: the trend people switching from (or going directly to) desktops to mobiles @fairsay duane@fairsay.com10

11. Success stories Digital Native/movement models Who:MoveOn/Avaaz/GetUp/38Degrees/Compact/Sum of Us/All Out/Lead Now/Care2/Change.org, etc. Why:1) Evidence-based optimisation 2) Frequent, compelling actions 3) Regular surveys of supporters interests 4) Relevant to news and to individuals @fairsay duane@fairsay.com11

12. Success stories Cross-channel model Who:GP Spain/Argentina & others How:A) Call new supporters within 24h of joining or B) Contact non-responders though increasingly time/cost intensive methods until it is no longer cost/time effective: e.g. email > sms > phone @fairsay duane@fairsay.com12

13. Success stories Traditional models Who:not sure (those with proactive supporter care) How:1) Engage new supporters via welcome route 2) Apply best practices all of the time 3) Split test website and every email 4) Proactively engage lapsing supporters 5) Have online re-activation plan 6) Have supporter development strategy 7) Ask supporters how they wish to be involved 8) Cull inactive people regularly @fairsay duane@fairsay.com13

14. So what are your options? Pyramid scheme: Grow so fast so no-one notices most people are inactive (unsustainable) Focus: identify the profile(s) of the people you need to achieve an impact and engage them (not 'the public’) Proactive: use data analysis to identify at-risk supporters and engage them early Reactive: use data analysis to identify inactive supporters and attempt to re-engage (e.g. Tearfund) Prevent: implement a plan to engage, enrol and inspire new supporters from day 1 and keep them inspired ….and ideally all of these @fairsay duane@fairsay.com14

15. Today: focus just on re-activation 5 Step Plan for Reactivation 1.Understand the problem (via data analysis, best practice review and quantifying the impact, who) 1.Develop pilot strategy and get SMT and others’ buy-in 1.Run pilot programme, evaluate findings and evolve it 2.Develop strategy and get SMT + others’ buy-in 3.Implement, monitor and evolve continuously @fairsay duane@fairsay.com15

16. Understand the problem Google Analytics and email statistics aren’t enough! Need: integrated analysis across email, advocacy, donations… Quantitative AND qualitative best practices analysis Forecasts and making them tangible (£/supporters) Identify the people who are at each activity status …but your existing platforms won’t provide this, you need to extract the data and analyse it externally. @fairsay duane@fairsay.com16

17. …& identify who’s in each segment New subscriber: j < 15d; p = 0 Warm subscriber: j > 15d, e < 3x; p = 0 Inactive subscriber: j > 15d, e 3x +, c = 0, p = 0 Sceptic subscriber: j > 15d, e 3x +, c > 0, p = 0 New participant: j 0 Warm participant: j > 15d; e 0 Lapsed participant: j > 15d; e > 3x, c = 0 or c > 120d; p > 0; p > 120d Sceptic participant: j > 15d; e > 3x, c 0; p > 120d Occasional participant: j > 15d; e > 3x, p > 1; p > 60d and < 120d Regular participant: j > 15d; e > 3x, p > 2; p < 60d Legend: j=joined; e=emailed; c=clicked; p=participated; d=days ago; x = times @fairsay duane@fairsay.com17

18. Develop pilot strategy Where are the biggest problems and how big are they? Normally the two biggest lapsed groups are: 1.Inactive subscribers join date > 15d, emailed 3x +, clicks & participations = 0 2.Lapsed participant join date > 15d; emailed > 3x, clicks / > 120d; participations > 0 & > 120d @fairsay duane@fairsay.com18

19. Develop pilot strategy Example Communication Process 3-step re-activation / removal process (differs per segment) 1.Acknowledge their inactivity, remind them of they difference they make and how to get back active Those still inactive after (1) 2.Acknowledge their inactivity, ask them to complete a survey on how to get them back involved Those still inactive after (2) 3.Acknowledge their inactivity and ask them to click a link in / reply to the email to remain on the list @fairsay duane@fairsay.com19

20. Develop pilot strategy …and remember to: 1.Set goals for how this should perform: what is worth the effort? 1.Get SMT to buy-into the pilot so they know it is happening and can support with any political pressure needed to make it effective 1.Get key stakeholder buy-in (including their goals for it) so they can help you implement it and analyse it (including contributing some budget if necessary) @fairsay duane@fairsay.com20

21. Run pilot re-activation programme 1.Try it on a sub-group first to see how it goes (with split-testing to improve it for the wider group) 2.Plan for several cycles of evolution so you know what you do is repeatable and is as good as possible 3.Re-run analysis to see what difference it made 4.Report back to SMT and stakeholder based on the goals you set (and their goals) and results achieved against them @fairsay duane@fairsay.com21

22. Develop strategy Use the final findings from the pilot scheme to develop the ‘permanent’ reactivation strategy …and get SMT and stakeholder buy-in (and budget if necessary) @fairsay duane@fairsay.com22

23. Implement, monitor, evolve Never stop learning and evolving Re-run analysis after reasonable periods to ensure it is still working @fairsay duane@fairsay.com23

24. Help is available! Engaging Networks can help develop profiles to identify people, import/export data and implement best practices in templates FairSay analyse your data best practice reviews quantify the impact develop & run pilot programmes etc. @fairsay duane@fairsay.com24

25. @fairsay duane@fairsay.com Questions? Comments? Learn more at Join the eCampaigning Community: fairsay.com/ecflistfairsay.com/ecflist Attend eCampaigning Forum Europe (in Austria) Nov 7-9 FairSay Blog: http://fairsay.com/bloghttp://fairsay.com/blog Care2’s Frogloop Blog: http://frogloop.orghttp://frogloop.org Contact me: Duane Raymond Duane@fairsay.com Skype/ Twitter: fairsay http://fairsay.com 25