Our Approach: Predictive Engagement
When designing engagement programs, organizations must first and foremost be mindful of the ultimate goals of those engagement and outreach efforts. Within these goals, organizations must determine how to maximize their engagement outcomes using the finite amount of resources available to them. A suitable engagement program will include a variety of communication methods that will be employed to contact individuals with differing levels of support. As part of the design of an engagement program, organizations must balance the trade offs of costs and effectiveness to determine who they will contact using which method.
Traditional means of direct outreach (direct mail and paid call centers) remain powerful engagement tools, although they are too resource intensive to employ to contact an entire area or population. While volunteer door and phone canvassing can be effective methods available to some organizations, similarly few would have the capacity to contact each and every potential supporter of the organization using volunteer resources. Conversely, mass emails, SMS (text message) blasts, and IVR (Interactive Voice Response) broadcast messages don’t demand the same resources, but also typically don’t carry the same effectiveness in converting supporters.
Organizations need to focus their engagement efforts on those individuals that are most likely to respond positively to that form of outreach. While many organizations may already take this into account, many fail to consider excluding supporters or stakeholders that would have engaged with the organization in response to a more cost efficient outreach method or even no outreach at all. Even if these individuals don’t respond negatively to the method of outreach, it was still an unnecessary use of the organization’s resources if they would have done so anyways. While geography - or a supporter’s previous status as a donor, member, or volunteer - are often used as the basis of targeting, they too are often are overly broad groupings and fail to account for how receptive that individual would be to that particular form of contact.
To significantly improve the effectiveness of their engagement efforts, organizations must utilize extensive tracking and analytics to determine who is likely to respond to what means of engagement. With advanced analytics, like those included in Candidate Cloud’s Engagement Software Platform, organizations can determine how they like to be contacted, who an individual prefers to be contacted by, which issues they care most about, and even what time of day they are best to be engaged. By learning how individuals prefer to be interacted with, organizations can design and implement engagement programs that become tailored to each supporter and stakeholder leading to higher conversion rates and fewer resources used in the process.
At Candidate Cloud, we don’t advocate for the use of one engagement method or another. We promote a predictive engagement approach in which communications are driven by each organization’s unique goals, constraints, and supporter-level analytics. Click here to find out how Candidate Cloud can help ensure your organization’s engagement activities are as efficient and as effective as possible.