Engagement Strategies:
Multiplying Your Volunteers
and Donors
-Baird Straughan, LeadGreen
-Valerie Olinik-Damstra, Bad River
Watershed Association
(with thanks to Sara Arkle, Idaho
Conservation League)
Goals for this session:
• Recognize the engagement
strategies you already use to recruit
volunteers, leaders and other
supporters.
• Consider some examples of
structured, measured engagement
strategies.
• Design your own engagement
strategies to discuss back in your
organization.
A pop-up …
More ways to engage …
The thank you email …
And every so often …
So I googled “Lead nurturing” …
Switch this one out.
Web visitor
Attend event or
express concern
E-news
Event
Appeals
Targeted
email,
Phone
call
Attend training,
meeting
Personal
follow-up
Web visitor
Attend event or
express concern
E-news
Event
Appeals
Attend training,
meeting
Donation > $100
Attends event
Thank
you call,
Event
invites
Major
Donor
cultivation
So what’s so different about
this?
• Systematic
• Measured
• Unified
Engagement Strategies applied …
ICL Engagement Levels
Board, major
donor
Spokesperson, super
volunteer, donated
100 to 500
Member or donor, or >5 actions
Took e-action (FaceBook,
Democracy in Action), frequent
retweeter, wrote LTE
Clicked through or provided contact info
Unique website visitor
Board, major
donor
Spokesperson, super
volunteer, donated 100
to 500
Personal visit, thank-you call, special
event invite
Newsletter, action alerts, e-bits,
member events
Member or donor, or >5 actions
Send action alerts, e-bits; ask for edonations
Took e-action (FaceBook, Democracy in
Action), frequent retweeter, wrote LTE
licked through or provided contact info
Unique website visitor
Send e-bits twice a month; ask for edonations
????
????
Example 2: Engagement
Strategies in a Campaign
Spring 2011: Proposed
Taconite Mine
BRWA visits to State Legislators
New Law Proposed to Exempt
Mining from Environmental
Regulation
BRWA Engagement Strategy
I’m confident in
my grasp of the
issues.
Training workshop
Experienced stream
monitors
BRWA Engagement Strategy, 2
Training workshop
Hot issue, aka the
proposed mine
Public presentation on
water quality issues
BRWA Website Petition
Individuals in BRWA database
3500
3000
2500
2000
Leads
Contacts
1500
1000
500
0
Before 9/2011
After 9/2011
Jurisdiction of petition signers
The Results
April training workshop
Presentation in Morse,
near proposed mine
12 new monitors, 3 had
signed petition
1585 signers,
364 with
addresses in
watershed
60 participants, 24 of
them had signed petition
Engagement of Petition Signers
1800
1600
1400
1200
1000
Column1
Others
From Petition
800
600
400
200
0
Petition
Local
residents
Attend
Attend WQ
preseentation workshop
Engagement of Petition Signers
400
350
300
250
Column1
Others
From Petition
200
150
100
50
0
Petition
Local
residents
Attend
Attend WQ
preseentation workshop
Number of monitors
7
Previous
12
6
New in last
year
New, due to
Mine Issue
Design Your Own Engagement
Strategy