The Facebook Ladder of Engagement | Inspiring Generosity

October 17th, 2012 by johnhaydon

Photo by John Loo

Facebook is about friendships. It?s about reconnecting with old friends, and keeping up with close friends. It?s about collaborating with private small groups, and sharing with the world. In other words, Facebook is relational?it?s not transactional.

We?ve discussed before how Facebook is definitely not the greatest tool for fundraising if you view it as a tool for the transactional business of fundraising.

Tools Come Last

There are a few tools where you can conduct fundraising transactions on Facebook, but what makes these tools work is planning, measuring, and building relationships.

The Facebook Ladder of Engagement

Fundraising obviously involves building relationships with people and establishing trust, which Facebook is great for!

So where does Facebook fit with in the donor relationship?

Here?s a slide I usually like to share when giving presentations on this topic:

In Measuring the Networked Nonprofit, Beth Kanter and Katie Payne discuss the ?ladder of engagement? as a way to visualize how nonprofits move people in stages from awareness to action.

This diagram can be called the ?Facebook Ladder of Donor Engagement.?

The steps are meant to represent two measurements:

1. Trust and Affinity?As people become aware of your organization and interact with you at different levels of commitment, which can mean that trust affinity increase.
2. Audience Size?Similar to the sales funnel model popular in the for-profit world, audience sizes very become smaller at each stage of the game.

In this diagram, each step represents an action someone can take on Facebook, and it can be used to develop strategies for each step in the latter.

For example, as yourself, how can you increase awareness of your campaign on Facebook? What will motivate people to like comment on and share updates related to this campaign? How can you use Facebook ads to target specific donor segments for this campaign?

How are donors engaging with you on Facebook?

Tags: Beth Kanter, Facebook, Katie Payne, ladder of engagement, Measuring the Networked Nonprofit

This entry was posted on Wednesday, October 17th, 2012 at 10:00 AM and is filed under Featured, Social Fundraising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Source: http://social.razoo.com/2012/10/the-facebook-ladder-of-engagement/

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