The following sample use cases are examples of how your organization might use engagement scoring. Please note that no additional base development was implemented to support the following scenarios; additional manual work in other areas of the system would be required.
Using engagement scoring, you can identify active constituents. Honoring specific individuals through award ceremonies is a way to reward the few. For example, your organization may have some volunteer awards, but you have too many volunteers from which to choose based on volunteer work only. Therefore, you could look at other criteria, such as their speaking engagements, serving on a committee, etc., to figure out who gets the award. For more information on awards, please see the Awards section.
Additionally, you can reward the many through a badge/ribbon or other kind of recognition. For example, your organization can display badges based on engagement scoring on your online social media or a physical badge that the constituent can wear at your annual meeting. For more information on how to create badges using IMS roles, please see IMS Roles in CRM360 and Donor360.
You can also recognize participation through leadership positions, such as appointment to committees, volunteer groups, or social networking groups.
Engagement scores can help your customer service representatives connect with members during calls via the CRM360 screen. You can stimulate conversations or make on-the-fly decisions about giving manual discounts to incent purchases based on a constituent's activities. For example, a customer service rep might notice that the caller has a particularly high score in the "Gifts" category and they could use this opportunity to personally thank him/her for supporting your organization. For more information about viewing a constituent's engagement score, please see Viewing a Constituent's Engagement Scoring in CRM360.
Fundraising engagement scores can help you determine who potential donors are or who could be bigger donors. Although this information could also be gathered through reporting, engagement scoring allows you to view other areas where the constituent is particularly active. For example, you may notice that the constituent is also active in your social community, in addition to fundraising. You can use this data to stimulate influencers to help increase donations.
Membership points can help you determine where the association needs to improve outreach to help drive new memberships and retention. These points can help you identify people who have no engagement points except for membership, because those are members who are at high risk of not renewing. Then, you can work closely with marketing to target members with low engagement points to try and get them more engaged. Better targeted marketing messaging can foster conversation to help drive membership.
You also have the option to give preferential sponsorship opportunities based on a 360° view of what the company is doing with your organization besides spending, such as volunteer involvement. "Sponsorship" is a product class delivered with base for advertising, membership, meeting, and exhibition products.
Exhibition engagement scores can be used in conjunction with priority points to give preferential locations for exhibitors at shows. Priority points are booth-specific, whereas the exhibition engagement score gives a 360° view of exhibitor activity with your organization.
You can create a marketing list from a Data Analyzer query that pulls a list of constituents with a specific engagement score and market to them appropriately. An exhibition manager might find companies with high advertising points but few or zero exhibition points and get those companies to exhibit. The high advertising points identify a company that feels that the association membership is part of their target market, which makes the company a high value exhibition prospect. Advertising managers can do the same thing: find companies who are frequent exhibitors and get them to advertise. Advertising and exhibitions are very closely linked. Booth sales frequently come with highly discounted ads in the journal the month before, the month of, and/or the month after the exhibition. For more information, please see Creating a List from a Data Analyzer Query.
As of 7.5.0, organizations that use a third-party online community now have the ability to store a third-party calculated community score value in Personify360. You can choose whether to have social community scores included in constituents’ engagement scores by setting a multiplier value for social community that is greater than 0. For more information, please see Defining Engagement Scoring Values and Descriptions. If your organization has integrated with a third party to upload a constituent's social community score into Personify360, you can view the constituent's scoring records from the Social Community Scores screen in CRM360.
Additionally, you can manually add a social community score to a constituent's record to track a community influence score (e.g., Klout score), an online community (e.g., Facebook), or a Community Contributor (e.g., HigherLogic). For more information, please see Adding Social Community Scores to a Constituent's Record in CRM360.
Although Klout and HigherLogic system codes are delivered with base as COMM_LOCATION codes, there is no base integration with these third-party applications. If your organization collects data from a third party, such as Klout or HigherLogic, and you would like to store a community score value, you can do so by sending data via a web service. For more information on this type of customization, please see Adding Third-Party Social Scores.