Step 1 of 16 6% Let's get startedFirst, let's get your info so we can send you your scorecard results.Name* First Last Email* Purpose-Driven MarketingLet's start by collecting your general thoughts, feelings, and attitudes about purpose-driven marketing and the audience engagement cycle. Values, Vision, Mission 1 2 3 You have not invested the time and effort to create these guiding principles 4 5 6 Your VVM is generally understood but has not been set in stone 7 8 9 You have created and shared your VVM but your stakeholders can’t articulate them 10 11 12 Your VVM is baked into the way you operate, are published, and well understood Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Marketing 1 2 3 You believe that marketing is a cost that is in conflict with your mission 4 5 6 You see marketing as an investment but do not currently allocate funds/energy consistently 7 8 9 You invest in marketing and have a team/plan but it’s a low priority 10 11 12 You view marketing as a valuable investment that enables you to expand your mission and you are committed to its consistent activities Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Your Target Audience 1 2 3 You serve and wish to engage with “everyone” 4 5 6 You have identified your stakeholder audiences but have not created profiles for anyone 7 8 9 You have created personas for your target audiences but they are not well known among our team 10 11 12 Your personas are solid, well understood, and revisited regularly to ensure that your marketing efforts are well targeted Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Attract PhaseThis phase of the audience engagement cycle is all about those activities you use to attract people to your organization – particularly your site. Your Online Channels 1 2 3 You have a site but rarely update it with new material 4 5 6 You have a site and 1-2 social media channels but post infrequently 7 8 9 You post occasionally on your site and/or social but without a strong plan attached 10 11 12 You regularly engage on social media and keep your site updated based upon your personas’ identified behavior Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Your Content 1 2 3 You publish some content but it’s infrequent and mostly asks for donations and what you need 4 5 6 You publish content fairly regularly but with no strategy or direction 7 8 9 You create materials regularly on a planned schedule that add value and share insights related to your audiences’ interests and challenges 10 11 12 The materials you create are generated and published via a system geared toward educating and providing solutions and creating conversions for your audiences through several phases of their engagement cycle Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Your Engagement 1 2 3 You only post on your social media about your organization 4 5 6 You infrequently post about other people or organizations on your social media accounts but don’t engage in comments or messages 7 8 9 You regularly reply to people when they post to your social accounts or comment on your blog 10 11 12 You actively seek out new engagements by creating two-way conversations on social media and regularly engaging with new audiences and posting on others’ profiles Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Connect PhaseThe connect phase of the audience engagement cycle is where you start to build relationships with your audience through on-site activities. Your site’s calls-to-action 1 2 3 The only way to get in contact with you is through your contact us or donate page 4 5 6 You use calls to actions infrequently on your site-only direct to contact us page 7 8 9 The language you use for your calls-to-action are repeated consistently throughout your site and appear multiple times on each page 10 11 12 Your calls-to-action use “active” language and inspire people to understand how to engage with your organization and what is expected of them Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Your offers 1 2 3 You offer site visitors the opportunity to sign up for a newsletter and/or follow you on social 4 5 6 You have created some informational materials about your organization and offer these to those who are interested on your site via an open download 7 8 9 You have set up a system by which you exchange items of informational or inspirational value for email addresses and regularly send information to individuals who have downloaded these materials 10 11 12 You have a coordinated system through which you provide specific offers and information to stakeholders as they become “ready” to nurture those relationships Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Your offer pages 1 2 3 You allow immediate access to any content offers you provide via direct links on your site 4 5 6 You collect email addresses prior to providing access to on-page content offers 7 8 9 You have individual pages for each content offer on which you also collect contact information 10 11 12 Your content landing pages are designed for maximum efficiency (strip out all competing offers, have integrated forms, and lead to thank you pages and automation to follow up with new connections) Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Bond PhaseThe bond phase of the audience engagement cycle is where you create opportunities to nurture your budding relationships. Your systems 1 2 3 You save information about those who have connected with you “somewhere” 4 5 6 You have spreadsheets you use to save stakeholder information and track some of your correspondence with them 7 8 9 You have a CRM and bulk email system you use to keep in regular touch with your stakeholders manually 10 11 12 You leverage the full power of your CRM to create automated correspondence and track performance regularly Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Your approach 1 2 3 The only time you connect with your audience is when you ask them to donate-no relationship beyond transaction 4 5 6 Once you have established a relationship with your audience (collected an email address, have them follow you on social, etc.), you rarely connect with them through email or other mechanisms to nurture the relationship 7 8 9 You engage with your connections and followers with regular, scheduled outreach telling them more about your organization and/or asking for donations 10 11 12 You have a system through which you create materials to help people understand their challenges, discover solutions, and determine next steps to engage with your organization Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Your processes 1 2 3 When stakeholders engage, you don’t have an established system for follow up 4 5 6 You have a process for onboarding new stakeholders but once their engagement is complete but nothing beyond that 7 8 9 You have a process that only reaches out to stakeholders when you are asking them for something, no consistent conversation or engagement beyond transactional requests 10 11 12 You have a system for engaging with new stakeholders and a process to continue nurturing this new relationship to gain information about their journey and create new opportunities for engagement (with them and those they know) Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Inspire PhaseThe inspire phase of the audience engagement cycle begins once your stakeholders have become part of your inner circle and creates opportunities to further these relationships, create ongoing engagement opportunities, and ask stakeholders to advance your mission. Stakeholder systems 1 2 3 You generally just expect stakeholders to return 4 5 6 You have a mish mash of tools, spreadsheets, and files you can access to track engagement but no coordinated system 7 8 9 You have spreadsheets or other mechanisms with which we keep track of stakeholder activities 10 11 12 You leverage a CRM or database to track all engagement, correspondence, and activities Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Stakeholder engagement 1 2 3 Once you have someone as a stakeholder, you move on to the next target with no escalation or request for additional engagement (even testimonials or referrals) 4 5 6 You feel that the bulk of your stakeholder value lies in your first engagement then you move on to the next opportunity with a different person 7 8 9 You try to maximize the engagement of each stakeholder by encouraging them to take further action 10 11 12 You regularly elevate stakeholders from one engagement to the next and rely on them to spread the word about your organization to others Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights Referral mechanism 1 2 3 You get sporadic referrals and don’t have a system to ask for (or give thanks for) referrals 4 5 6 You stay in touch with stakeholders but don’t have a formalized system to track or measure results 7 8 9 You consistently ask for and incentivize referrals 10 11 12 You proactively orchestrate your referral systems to create and measure referrals through a process you are committed to and execute Your Score*How would you rate yourself on a scale from 1-12?123456789101112Target Score*What is your ideal goal on a scale from 1-12123456789101112Insights
