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The Power of Social CRM for Organizing & Fundraising

Po Linn Chia, Customer Engagement Specialist, Attentive.ly

First off, let’s talk about social CRM. CRM is constituent (or customer) relationship management; social CRM is a strategy of engaging with those same constituents using social data and technology. The idea is to embrace supporters’ participation and ownership of the conversation.

Tomorrow, Salsa will be introducing a new Social CRM package powered by Attentive.ly) that allows organizations to listen deeply to what supporters are saying - about themselves, your cause, and about your organization - in order to target the right people and send the right level of personalized communication. The end goal? Long-lasting, high-quality supporter relationships. That means higher response rates on your email asks, and ultimately more action and fundraising in support of your cause.

Great technology to allow you to do this one thing, but it’s only 50% of the game. The other 50% is strategy — how you use the tools at your disposal to make the right tactical moves. I’m going to highlight four different ways that Attentive.ly clients have used social CRM to intelligently interact with their lists.

As a Driver of Social Twitter Action - SEIU Tweets @Pontifex

In mid-December 2012, the Service Employees International Union (SEIU) launched a campaign calling on the Pope to weigh in on the fiscal cliff. They partnered with Catholics United and Faith in Public Life, and used Attentive.ly to activate their list and generate hundreds of tweets to @pontifex.

Their campaign successfully generated an AP story and coverage in over 50 local/regional outlets. It was Attentive.ly that got SEIU connected to the Twitter users among their members.

“Without Attentive.ly, you would have to email your entire list and the vast majority don’t use Twitter,” SEIU advocacy manager David Norton said. “It opens up a new realm of possibilities for online advocacy. It’s definitely a tool I’d recommend, it’s changing the way that we do online advocacy.”

After all, in SEIU’s pilot campaign using Twitter-matched emails, a single email blast generated over 500+ tweets and yielded the highest action rate the organization had seen in the past 12 months. Since then, SEIU has continued to leverage their list to get the word out. During the 2012 Presidential Debates, the mobilized their members and got 500-600 tweets out. Check out this Tech President article on how SEIU used Attentive.ly to influence post-debate conversations.

Upping Open Rates - Greenpeace Greece Uses The Ripple Effect

Greenpeace Greece ran a campaign against the use of lignite in PPC stations - one of the dirtiest fuels in the world. They wanted people to know about the tons of toxic

pollutants produced that burdened public health and cost the national economy. So they called for members to choose an energy revolution.

Between June 4-19, 2013, Greenpeace Greece reached out to the segment of their list that had Klout scores of 35 or higher. Since Attentive.ly matches social profiles and retrieves Klout scores, this information was easily found and exported.

They then asked their members to take action from a landing page which prompted them to share infographics on social media and to sign their support for clean, modern and safe renewable energy.

Greenpeace Greece’s email open rates jumped by 170%, and they saw six times their normal clickthroughs. Since getting one influential user to Tweet means also reaching the hundreds of people on their followers list, of the 582 people that were contacted, Greenpeace Greece had them generate 55 tweets, which resulted in an impressive amplified reach of over 78,000.

Asking and Receiving - MomsRising Gets Personal with High Asks

MomsRising wanted to back up the parents and children across the country who put on their superhero capes to gather in-person at the offices of U.S. senators in hopes to protecting America’s children and families from toxic chemicals.

MomsRising did its part by creating a landing page to encourage its members to send a message to their senators. To get the most out of their campaign, they used Attentive.ly to target the most enthusiastic and likely supporters from amongst their list. They got incredible results.

“We used Attentive.ly as our high-tech secret weapon for old-school organizing,” said Sarah Francis, campaign director at MomsRising. “We searched our supporters’ Tweets and Facebook posts to find out who really cared about environmental health. We then asked those members to commit to three Tweets per day or one Facebook post per day during the campaign. We had 100% conversion. Everybody we reached out to was super excited to be part of the campaign.”

Finding The Missing Facebook Piece - ONE Campaign Rounds Up Likes

While the ONE Campaign had a respectable list of more than half a million supporters, they realized that there was a rather large discrepancy between the number of users who had matched Facebook accounts on Attentive.ly and the number of likes they had on their page. By doing a quick comparison between the two, they saw that there was untapped potential for boosting their campaign’s Facebook presence.

So the campaign filtered their list down to active Facebook users and sent them a simple ask: like us. The response was staggering. The one blast generated over 25,000 new likes and thereby increased ONE’s ability to do better multi-channel work on Facebook. Without Attentive.ly, they might never even have seen that there was a bridge to be built between their static email list and the social world that their users live in every day.

Topics: Marketing