Exploring Facebook Messenger Bot with Parkinson's Foundation
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The Parkinson's Foundation partnered with Charity Dynamics to create a Facebook Messenger bot aimed at capturing donor data and enhancing communication with Facebook fundraisers. The bot enables two-way dialogue, helps maximize email acquisition, and improves fundraising performance through sophisticated engagement strategies and data analysis. Early results indicate significant increases in fundraising effectiveness, with subscribers raising 250% more than non-subscribers.
Exploring Facebook Messenger Bot with Parkinson's Foundation
- 1. ©2019 Charity Dynamics – Confidential & Proprietary Exploring Facebook Messenger Bot with Parkinson’s Foundation
- 2. 2 Who We Are Meghan Dankovich VP, Product Delivery Charity Dynamics Cathy Whitlock Senior Director of Online Communications Parkinson’s Foundation
- 3. 3 Biggest Challenge Today with Facebook Fundraisers: No Email, No Communication
- 4. Parkinson’s Statement of Need 4 The Parkinson’s Foundation had seen significant growth in Facebook Fundraising revenue, but was unable to capture donor data. This made cultivation of these new supporters impossible. We needed a vendor to help us create a Facebook Messenger bot to capture fundraiser information, provide easy reporting and work with us to optimize messaging.
- 5. The Solution: Boundless Fundraising Facebook Messenger Bot 5 Utilizes Facebook Messenger App, available on desktop and mobile Opens a channel of communication with your supporters
- 6. 6 There are 1.3 billion users on Facebook Messenger today. - Tech Crunch
- 7. How It Works Leverages AI Technology Engages Facebook Fundraisers Opens Dialogue with Fundraisers Better Performance and Deeper Loyalty
- 8. Why a Facebook Messenger Bot 1. Maximize the number of confirmed emails to fold into a Welcome Series 2. Maximize dollars raised by Facebook Fundraisers 3. Create a 2-way dialogue and build a rapport with these unique supporters 4. Learn helpful characteristics about these supporters such as: – Cause connection – Level of interest in communicating with the organization – Potential to repeat their Facebook Fundraiser – Support preferences on the Facebook Fundraiser platform 5. Create a new communication channel with these supporters
- 9. Why Parkinson’s Chose Charity Dynamics 9 • Excellent experience with Charity Dynamics in previous projects • Good grasp of our tone • Best pricing among like competitors • Extensive reporting in dashboard Parkinson’s Requirements for a Partner • Familiarity with the nonprofit space • Thought leadership in Facebook Fundraisers • Ability to integrate Facebook Fundraisers with our signature event fundraising • Creativity to try new strategies with flexibility to change direction quickly based on data acquired during testing
- 10. 10 WHY THE CHARITY DYNAMICS SOLUTION Strategic Technology Superior chat logic and strategy that constantly improves over time eCRM Integration A solution that syncs constituent data from Facebook and leverages engagement data Top Notch Partnership Full service team to support, strategize and be successful with you
- 11. Let’s Talk About Our Bot!
- 12. The Value of Our Bot Sophisticated Performance Portal Complementary Communication Channel Seamless eCRM Integration
- 13. 13 • Engages fundraisers using customized messaging • Defined streams based on supporters being P2P or direct Facebook fundraisers • Communication evolves and becomes smarter over time Complimentary Communication Channel
- 14. User and Management Experience Track 14 FB Fundraiser Started Subscribe for Coaching or Confirm Email Milestones and Activity Nudges as appropriate Daily Monitoring End of Campaign Follow-Up Ongoing Analysis, Testing, and Adjusting
- 15. Messaging Based on Their Actions 15 Coaching Track Milestone Track Nudge Track End Track Post Track We’ve got a communication path for every kind of user.
- 16. 16 Integrated Facebook Fundraisers Direct Facebook Fundraisers Goal: – We know who they are, so it’s all about targeted coaching and tips to make them a better fundraiser – Use details we know about them to streamline messages Goal: – Need to get to know who they are, so it’s all about learning about them and email acquisition – Inspire them with coaching tips to help them fundraise better
- 17. 17 Constituent information is collected from Facebook, and synced to eCRM. Also available to the client: • Personal details (name, email) • Amount raised, # donations • All interactions from message workflow Seamless eCRM Integration
- 18. 18 • Allows us to learn and evolve the bot’s logic to maximize engagement, fundraising, and user experience • Data can be exported from the portal for analysis to identify effective engagement points A Sophisticated Performance Portal
- 19. No Solution Should Be “Set It and Forget It” 19 Reporting portal allows us to learn from data and evolve the bot Reports can be exported for sorting and analysis
- 20. Parkinson’s Implementation Experience with Charity Dynamics 20 • True partner throughout the process • Receptive to feedback • Continual consideration of our key demographics • Sensitivity to our demographics’ specific needs • Speedy adjustments to messaging and sequences based on real-time data • Extensive beta testing to ensure a smooth launch • Regular feedback immediately post-launch to ensure optimal messaging program
- 21. ROI and Results
- 22. 22 Quantitative Success Metrics Engagement Performance Loyalty # of Subscribers Total Raised by Subscribers # of Main Track Completions Subscriber % of FB Fundraiser Average Raised/Subscriber Average NPS Score Confirmed Emails Average Gift Size # of Feedback Comments % of Unsubscribes Average # of Gifts/Subscriber # of Repeaters
- 23. Qualitative Metrics Purpose Cause Connection • Helps understand this audience • Informs future tone of messages and potential for finer segmentation Feedback • Provides opportunities for improving the bot Drop Off Points • Common points of Unsubscribes or drop-offs will inform where copy or flow may need to be adjusted 23 Qualitative Success Metrics
- 24. 24
- 25. 25 Why Focus on Online Fundraisers? For every $100 in direct fundraising raised online, the average health nonprofit raised $29.88 Parkinson’s Foundation: $148
- 26. 26 Parkinson’s Foundation Results to Date Confirmed 70%Of Subscriber Emails Subscribers raised 250%more than Non-Subscribing Facebook Fundraisers Subscribes received 2Xmore gifts than Non- Subscribing FB Fundraisers
- 27. But It Doesn’t Stop There… • Track, Test, and Modify utilizing this new holistic data-centric solution • Bring Facebook Fundraisers into the fold with an email Welcome Series • Assess the longer term loyalty and value of these unique Fundraisers 27
- 28. Q&A