Với thông tin cập nhật về tiền đã được chi tiêu và kết quả của nỗ lực cứu trợ, giữ các nhà tài trợ tham gia và tham gia. Các kết quả của nỗ lực cứu trợ bão Charley nhỏ so với hàng ngàn đô la một số tăng năm trước phản ứng với cơn bão Isabel. | 94 BUILDING SUCCESSFUL ONLINE COMMUNITIES with updates on how money was spent and results of the relief effort kept donors involved and engaged. The results of the Hurricane Charley relief effort dwarfed the several thousand dollars raised the previous year in response to Hurricane Isabel. It is believed that ongoing efforts to develop personalized communications with donors will continue to improve results in the future. Community Mobilization What Now Calls to Action and Increased Participation Converting an engaged constituency into a mobilized constituency is perhaps the most challenging aspect of the community building process. At this stage of development an organization Has convinced unaffiliated individuals to join indicating an initial interest in the community value proposition Has established a trusted connection with a constituent through personalized two-way communications Now the challenge is to stimulate participation in a sequence of supportive actions along an involvement path. E-mail communications should direct supporters back to Web site tools that allow for participation in actions relevant to an individual s profile with specific actions varying for different organizations. Politically active groups often use Web-based petitions and advocacy campaigns to enable their supporters to easily participate in the public policy process. Shared-value groups often use listservs or blogs to enable members to contribute their opinions to an ongoing community conversation. Charitable organizations typically focus on facilitating donations. Among your membership base exist ardent supporters willing to commit multiple hours per week or per day to your cause. There are others who may scan personal e-mail only on the weekends but may provide intelligent feedback in a regular manner. Large numbers may open e-mails but may never actively participate in your calls to action. Tracking these different segments of your membership and tailoring your interactions .
