Monthly Cohort

Matrix of Engagement 2020 Cohort

The Matrix of Engagement is a holistic digital strategy framework. Go beyond clicks, ladders, and short term goals, this is about evolving your digital strategy into a human-centered growth and engagement program.

Cohort sessions start on January 28th, 2020. 

 $400 One Time Payment

$45 monthly or FREE with All-Access Membership

What you’ll learn:

Mastering the Matrix

Funnels and ladders of engagement make sense if you see humans having only one value… You’ll start thinking more holistically about people and engagement cohorts.

Take Your Supporters on a Journey

Escape the 2-dimensional world of email draft to email draft and take your supporters on a meaningful and engaging journey. 

Content Strategy is Engagement Strategy

Web content isn’t what you do if you have time when the emailin’ is done. It’s essential to robust digital engagement. 

Micro-Asks for bigger engagement

Harness the power of good data and tailored asks to drive more meaningful engagement. 

About the Instructor

Brad (Schenck) Caldana is a leading digital and engagement strategist for nonprofits and political campaigns. He’s been driving engagement via the internet for over a decade and the author of “The Digital Plan — Strategic guidance and planning to: Win political campaigns. Grow nonprofit organizations. Launch projects and meet goals.”

Important roles he’s held: President Obama’s 2012 Training Director and battleground state digital strategy, Digital Strategy for the Democratic National Committee, Digital Strategy for the Obama-Biden 2012 Inaugural team, founding Digital Strategist for Organizing for Action, CREDO SuperPAC Digital Strategy, Head of Engagement for, Rainforest Action Network Digital Engagement Director, and dozens of other campaigns and international nonprofits.

Course Details

This is a live 12-month cohort of monthly 60 – 90 minute sessions.

Lesson #1

Matrix of Engagement Framework

      • Matrix of Engagement Overview
      • Fundamentals of designing a Matrix of Engagement
      • Planning your organizational shift


Lesson #2

Mapping your Matrix entry

  • Planning your organizational shift –  Review
  • Mapping Entry Strategy
  • Strategic Cohorts and Tagging
  • Matrix Entry Mapping Worksheet


Lesson #3

Cohort Planning

  • Mapping your entry –  Review
  • Identifying Initial Cohorts
  • Strategic Cohorts and Tagging
  • Identifying Initial Cohorts
  • Cohort planning
  • Tagging library

Lesson #4

Audience Archetypes

  • Fundamentals of Archetypes
  • Archetype Planning
  • Archetypes and Cohorts
  • Archetypes and Engagement
  • Planning audience archetyping for your organization

Lesson #5

Developing supporter journeys

  • Archetype – Review
  • Essentials of supporter journeys
  • How to developing your supporter journey
  • Journey Planning Tools


Lesson #6

Developing Matrix pathways

  • Supporter Journey – Review
  • Essentials of pathways 
  • How to develop your pathways
  • Pathway Mapping Worksheets


Lesson #7

Cohort Analysis and Strategy

      • Pathway Mapping – Review
      • Cohort Strategy
      • How to analyze current cohorts
      • Deeper cohort planning

Lesson #8

Aligning Asks 

  • Cohort Analysis – Review
  • Right Ask, Right Audience, Right Time
  • Aligning asks to cohorts
  • Planning cohort 


    Lesson #9

    Developing Micro-Asks

    • Aligning Asks – Review
    • Strategy around micro asks
    • Evaluating Capacity
    • Planning your micro-asks


    Lesson #10

    Right Time Alignment

    • Micro-Asks – Review
    • Timing strategy
    • Contact frequency and right time strategy
    • Layering pathways with timing and asks


    Lesson #11

    Deeper cohort & engagement review

    • Aligning Asks – Review
    • Deeper strategy on cohorts 
    • Examining what we can learn about engagement
    • Mapping cohort performances


    Lesson #12

    Matrix full review and Next steps

    • Aligning Asks – Review
    • Complete core review
    • Keeping your matrix growing
    • Next steps for your strategy


    This cohort is great for:

    Digital Leadership

    Anyone managing a digital program will find real value in shifting to a Matrix of Engagement based strategy that drives real growth and meaningful engagement for their supporters.

    Consultants and Agencies

    You can empower your clients with more cutting edge strategy to drive real growth and meaningful engagement for their supporters. 

    Digital Staff

    Even if you aren’t leading the team you’ll find real value in adopting a Matrix of Engagement mindset into your own work and strategy. 

    Matrix of Engagement -2020 Cohort
    Develop your own Matrix of Engagement centered strategy in this 12-month cohort with monthly sessions.
    Contact Information

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