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2012 Community Conference Supporter Profiling Ghazal Vaghedi Engaging Networks Head of North America Market Development #ENCC2012. BIG PICTURE : why profile?. Greater personalization leads to greater conversion on landing pages Automatic segmentation of supporters
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2012 Community Conference Supporter Profiling Ghazal Vaghedi Engaging Networks Head of North America Market Development #ENCC2012
BIG PICTURE : why profile? • Greater personalization leads to greater conversion on landing pages • Automatic segmentation of supporters • Gives you 360 view of your supporters digital footprint • Move your supporter UP the engagement ladder www.engagingnetworks.net
BIG PICTURE : where can I use profiles? • Tied to conditional content • Landing pages • Outbound emails • Tied to email • triggers www.engagingnetworks.net
SOFTWARE FOCUS: creating profiles • Create filters • Examples of common filters • Lapsed donors • Lapsed activists • Major donors • Combine offline activity with online • Social media behavior www.engagingnetworks.net
SOFTWARE FOCUS: running profiles • Run profiles automatically • Run profiles manually • Use profiles to run queries! www.engagingnetworks.net
SOFTWARE FOCUS: I have my profiles – now what? • Create conditional content • Email • Landing pages • Tie profiles to conditional content • Create default content for those that don’t match any profiles www.engagingnetworks.net
SOFTWARE FOCUS: Create conditional content • Conditional content is tied to profiles / segments • Allows you to send one email to all your profiles, but will swap in conditional content based on supporter profile • Allows for more personalization based on the supporter’s historical interactions with you • Leads to higher conversion and engagement • Saves you time! www.engagingnetworks.net
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