Use Case: From Lead to Donor
- 15. February 2019
The path to the goal
Imagine you go into a supermarket. Your goal is clear: the checkout. But there are many ways to get there. Some are faster than others. Run around in circles around the vegetable department and you’ll never reach the checkout. And in time you will know your market, write your shopping list in the order in which you pass the groceries and with this strategy you will get the best results in the shortest time.
By definition, a use case depicts all possible scenarios that may occur when trying to achieve a previously defined goal. The result of the use case can be success or failure/termination. It answers questions like: What steps does a potential donor or a potential supporter take on the way to becoming a donor or active? What are their points of contact, online and offline, before they reach their destination? Maybe the person sees an ad on Facebook, a booth in the pedestrian zone and then signs a petition online before becoming a donor.
For your organization this means the following: a use case can help you to develop a step-by-step solution for a so-called pain point – a real problem. It does not always make sense to start with the largest pain point. Start small, also to build up a standing within the organization and not to overtax yourself.
The following example illustrates a recurring challenge: a lead is to become a donor or supporter. The first step is to check how you acquired the address. If a petition against bee mortality has been signed, you can assume that you have a special interest in this topic. Now provide the contact with relevant information about bees at regular intervals. With the help of Marketing Automation this is very easy. There is a higher chance that the generated contact remains interested and remains capable of developing into a donor or supporter. Provide them with success stories to strengthen the trust in your organization and thus increase the chance for a successful “Call to Action”.
Make abstract things tangible. In a use case, you map real problems in your organization and determine a step-by-step procedure for solving the problem. The use case also takes into account steps that could lead to failure or failure to achieve the goal. We are happy to assist you with the development. Please contact us!