by Beth Johnson, Communication Manager, Salsa
I’ll be honest, I know scoring seems like it’s a pretty complicated topic, but it’s a lot easier than it sounds. First off, if you don’t know what scoring is, here’s the short answer- it’s a metric you create based on an established set of criteria that helps you determine which of your supporters are the most (or least) engaged. It’s really useful for targeting communication outreach, to help you ensure you send the right message for the right group of people, because, let’s face it, different supporter groups respond differently to different asks.
The nitty gritty of using scoring used to be what tripped me up. But, this new whitepaper, Target Your List and Engage Supporters with Scoring, by Salsa’s Jason Zanon really helped me understand it. He explains that by assigning a point value to each activity that a supporter engages in, like making a donation, participating in an event or taking an action, and using the scoring feature in your CRM, you can essentially rate your supporters from most to least engaged. He also lays out how to use a scoring system to account for time, so that if you have a supporter who took a bunch of actions six months ago, you can actually compare them to a supporter who took just one action six days ago.
If you’re ready to learn more about scoring, download the Target Your List and Engage Supporters with Scoring whitepaper. You’ll also have access to the How to Use Scoring in Salsa whitepaper, that takes you step by step through setting up scoring using the Salsa platform, and the Scoring FAQs guide, which explains key terms and answers common questions. Then, get scoring!