What’s the app?
Tribe is a new NationBuilder integration which allows for A/B testing of on-page content, enables crowd engagement through real-time analytics, and allows for great customisable landing pages. All the data gets automatically synced with NationBuilder too, so there are no headaches manually updating it. In a nutshell, with Tribe you’re getting a data-driven approach into your customer engagement which then skyrockets not only your return-on-investment, but also sharpens the impact your organisation can have. More technical information about the setup of this app can be found here: http://nationbuilder.com/want_to_grow_your_supporter_or_email_list_you_need_to_target_your_tribe
What problems does it solve and why would you need it?
Digital ad-campaigns are still suffering from the heritage of old-school theories of targeting individuals. Blanket email-bombing and going ‘by gut’ in order to establish patterns in customer behaviour is no longer the golden ticket. However, technologically sturdy and consistent platforms are the way forward - allowing us to maximise the benefits of the new data-driven approach.
The Tribe integration with NationBuilder allows for easy, automatic syncing of incoming data to enable detailed analytics, automates testing to achieve higher conversion rates, A/B testing of campaign content (beyond the A/B testing of subject lines possible in NationBuilder) and linking up the data with Facebook, Linkedin, and Twitter in order to provide deeper understanding of the demographic in question.
What are the possibilities?
This is a new era of digital ad-campaigning where testing and refining campaigns are a must . Imagine you have a charity with 400,000 members. You know some donate more regularly than others, and you know some live in more affluent areas, but are spread out throughout the country, with a small concentration in a couple of major cities. But to find out what content would be most effective to use to reach as many people as possible? On top of that, how do you make sure your findings are statistically significant but also analytically accurate, and get seamlessly synced with NationBuilder?
-
Set up a Tribe account. It’s really straightforward and here’s a step-by-step on how to do that http://nationbuilder.com/want_to_grow_your_supporter_or_email_list_you_need_to_target_your_tribe
-
Now, say that your aim is to find out how varying content (text, images, videos, font, page formatting) of a landing page for one of your ads affects whether people go and donate to your cause.
-
You choose a specific demographic - for example, the largest city in the country where you know most of your members live.
-
Then you create an ad for that city, promoting your charity and incentivising people to donate. However, you create two different types of landing pages (A and B): for argument’s sake, one very polished, formal one and the other more laid back and informal.
-
You let Tribe do what it does best - as people roll in, it automatically calculates which features are attracting people, which landing page is getting more traffic, and how successful the formatting is in converting people to become donors. All real-time analytics, helping you to hone in your message.
-
This is the really elegant bit. All data from Tribe (ie all the people that land on the pages and donate) are automatically either added or updated in your NationBuilder database, and tagged appropriately depending on their characteristics. You can then add these people to a path (of, say, ‘Become a Donor’) and manage the database in a structured, data-driven way in order to nail your fundraising goals.
-
Finally, you can offer real KPIs around your programmes and further trackable insights into your campaign’s progress.
No matter whether you are running a political campaign, a brand marketing push, or a charity engagement initiative, you’re no longer confined to your gut feeling when it comes to making decisions. You can rely on real data and insights. You no longer have to prioritise quantity over quality to get a return on investment; you can elegantly have both. Learn more or schedule a demo here.
