Earlier this month we discussed how your nonprofit can get your supporters to take action beyond the busy year-end fundraising season. That moment after a supporter has taken an action is a hugely important one; after all, you have the unique advantage of their undivided attention. But, as important as it is to keep your supporters coming back, you also need to guide, monitor and measure what they do next.
For example, if key objectives of your post-end-of-year plan is to drive deeper awareness of policy issues among your supporters and increase the percentage of those who take an advocacy action, how do you go about planning and measuring that?
Well, it starts with goal-setting. Goals can help you determine what it is that you want your supporters to do next and help you find ways to make it really easy for them to accomplish that task. Then you need to think of how you’ll achieve those goals - the tactics that you’ll use to move your supporters forward.
Of course, many of these goals will interconnect. For instance, if you’re looking to increase brand awareness, your next goal could be to get those new or newly active supporters to subscribe to your email list (another goal). You may then want to move that supporter to the next step and ask them to donate or attend an event.. You get the picture!
As you think about those goals, what actions do you want your supporters to take to realize those goals? hat online tactics (updating your online properties, testing your calls to action, etc.) do you need to put in place to help them move further along the path of engagement? (Again, you can see an example of this at play here).
Now you’re ready to roll. But then what? How do you gauge whether your plan is really making a difference? Are those new supporters still coming back and what, if any changes do you need to make to your tactics?
Make measurement part of your plan to get supporters to take the next step. By using that insight, you can make informed decisions about what changes need to occur. In as little as a few days or weeks, you can use tools like Google Analytics and Hootsuite to start to gauge what’s working and what isn’t.
There are so many ways to measure success, and of course it all depends on your mission and goals, but as you think about moving your supporters to the next level, don’t just stop at nurturing emails, use your other online properties and data tools to continually gauge progress and make the necessary adjustments as you go.
Check on how your pages are performing with your audience.
Are you seeing more petition signatures? What channel is driving the most signatures (email, social, other pages, etc.)?
Are you seeing more social shares? What content, stories, visuals, messaging are supporters responding to?
Are you seeing more inbound traffic from social networks? Which ones are working best?
Can you trace this increase in engagement back to the updates you made to your online properties?
These tips are a companion to our FREE workbook 10 Ways to Get Supporters to Take the Next Step. Haven’t read it yet? No problem, click the link below to download your free copy now!