Your first stop should be the Content Affinity report in Journity. Log in to Journity, click on the “Reports” icon, and then choose “Content Affinity.” You’ll see a screen like this:
Take a look at the “Content Section” column. The terms here are the content affinities that Journity has identified from looking at your website content. To identify which affinities to build waypoints around, we recommend looking at both the percentage/number of users for each and the section engagement score, which can be found in the rightmost column. Content affinities with more people and higher engagement scores are more likely to produce results.
Your best opportunities will come from presenting actions that align with a content affinity that shows good engagement and a good number of users. These can be used in all but the first of the five stages of donor engagement, as users in the first stage are brand new to your website and have not yet registered any content affinities to their Journity profiles.
Connect stage: For these users who have demonstrated some interest in your organization but have not yet taken any actions, present a download or subscription offer that aligns with a content affinity. For example, perhaps a group of users has developed an affinity for “Bible study” content on your site. They would be a great audience to target with a “free Bible study resources” download waypoint.
Educate stage: In this third stage, you’re looking to deepen the relationship with your users. It’s great to do this with content about the impact of your organization around shared values. Using our same “Bible study” content affinity, at this stage you could suggest an article on your website that talks about the number of Bible study resources you’ve been able to distribute (impact) or an article about why making Bible study resources available is so important to your ministry (shared values).
Ask stage: Users who have reached the fourth stage are ready to be presented with a donation ask. You can supercharge your ask by adding content affinity targeting and content. Continuing with our “Bible study” content affinity, you could create a donation waypoint that is targeted to this group and uses language that emphasizes the content affinity. For example, the language could be along these lines: “You can equip new believers with the solid Bible study resources they need to help them grow in their faith. / Donate Now”
Appreciate stage: In the fifth stage, your focus is on showing appreciation to your supporters. You can do this by continuing to provide value through downloads, to demonstrate impact by sharing reports on the ministry, and to encourage them to tell others about the ministry by providing resources to share. All of these can be tied in to a content affinity, using it in the language presented with the offer. For example, with the same “Bible study” content affinity as above, you could create a waypoint about a shareable resource with a headline along these lines: “Together, we’re creating resources that make it easy to study the Bible. Share this free study download with a friend today!”
When building your waypoint, you can find the “Content Affinity” audience filter on the “Audience” tab.
Navigate to the “Audience” tab.
Look under the “Audience Filters” heading for the “Content Affinity” checkbox.
Click the checkbox. The “Content Affinity” section will expand, showing “User Is Inclined to Visit Sections” and “User Is Not Inclined to Visit Sections.”
In the “User Is Inclined” field, type in the content affinity you would like to target. You can find a list of the top 10 affinities under the “Audience Insights” heading on your screen, though it is often better to use the list from the “Reports” tab.
In most cases, you will be actively targeting a content affinity, so you’ll use the “User Is Inclined” field. If you’re looking to exclude a content affinity, use the “User Is Not Inclined” field.
Note that additional content affinity targeting will have an “OR” effect, rather than an “AND” effect. If you enter both “Bible study” and “Old Testament” as content affinities, the waypoint will be shown to visitors who have either “Bible study” or “Old Testament” as affinities on their profile. This will broaden the number of profiles targeted.
On the other hand, using other filters in addition to content affinity will have an “AND” effect. For example, if I chose the “Bible study” content affinity and set the engagement score filter to a score of 2, I would only be targeting profiles who had both the matching content affinity and the matching engagement score. This will reduce the number of profiles targeted.
Note also that a content affinity target is dependent on the user profile of the visitor, not the page they are actively viewing. A user with the “Bible study” content affinity will see your targeted waypoint on potentially any page of your website, not just the pages that generated the “Bible study” content affinity. That’s ok! We’re targeting the user, not the content on the page.