Best
Practices to
Build a
Multichannel
Campaign
Plan

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny5meEverywhere.com
	
 ...
Why is “multichannel” so
important?

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny5meEverywhere.com
	
  

	
  @RadCampai...
Mobile Facts to Know
Fact: 5.2 Billion Mobile Accounts Worldwide
Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone

@A...
Mobile Facts to Know

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny5meEverywhere.com
	
  

	
  @RadCampaign	
  	
  	
  
Mobile Facts to Know

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny5meEverywhere.com
	
  

	
  @RadCampaign	
  	
  	
  
Social Media Facts to Know
Fact: Americans spend 25% of their time online on social networks.

@AmyRSWard	
  	
  

	
  	
 ...
What to consider before
creating your multichannel
campaign plan?

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny5meEvery...
Focus on Shared Goals

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny5meEverywhere.com
	
  

	
  @RadCampaign	
  	
  	
  
Focus on Shared Goals
Identify Hot Topics:
•  How did you become aware of
our work?
•  Which of our programs/
services/cam...
Design for Distribution
•  First occupy camp started in New
York City.
•  People posted and re-shared
information about is...
Design for Distribution

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny5meEverywhere.com
	
  

	
  @RadCampaign	
  	
  	
...
Cross-Channel Promotion

Oxfam’s Use of
QR Codes
For A Benefit Auction

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny5me...
8 Steps to create a
multichannel campaign plan.

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny5meEverywhere.com
	
  

	
...
Creating A Multichannel Campaign
1. Identify Short-Term And Long-Term Goals.

Solving World Hunger?
	
  	
  	
  	
  	
   N...
Creating a Multichannel Campaign
Example: What goals will we achieve by raising $25,000 for the local soup
kitchen?”
Goal ...
Creating a Multichannel Campaign
2. Identify Your Target

Do you have an advocacy target?

@AmyRSWard	
  	
  

Who are you...
Creating a Multichannel Campaign
3. Craft Your Core Message And Define The Messaging Hook

@AmyRSWard	
  	
  

	
  	
  	
 ...
Creating a Multichannel Campaign
Examples of Core Messages

Example One: Pink is Pretty, Breast Cancer is Not – a campaign...
Creating a Multichannel Campaign
4. What Actions Do You Want People Take?

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny...
Steps to Creating Multichannel Campaigns
4. What 2 Key Actions Did NWF Want People To take?

1.  Re-share NWF’s updated
fa...
Steps to Creating Multichannel Campaigns
4. What 2 Key Actions Did NWF Want People To take?

2. Collect donations via
mult...
Steps to Creating Multichannel Campaigns
4. What 2 Key Actions Did NWF Want People To take?

@AmyRSWard	
  	
  

	
  	
  	...
Creating a Multichannel Campaign
5. Understand How Your Supporters Think

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny5...
Creating a Multichannel Campaign
6. How Do Your Target Audiences Prefer To Get Info?

• 
• 
• 
• 

@AmyRSWard	
  	
  

Dir...
Creating a Multichannel Campaign
7. Setup A Campaign Calendar
•  Email appeals and graphics.
•  Welcome series for new don...
Creating a Multichannel Campaign
7. Setup A Campaign Calendar

Courtesy of the The Leukemia and Lymphoma Society’s Totally...
Creating a Multichannel Campaign
8. How Will You Reach People In Online Communities?

•  Niche	
  blogs	
  
•  Facebook/Li...
Diabetes Hands Foundation
What to consider for
rolling out your multichannel
campaign plan?

@AmyRSWard	
  	
  

	
  	
  	
  SocialChangeAny5meEvery...
Roll-Out A Multichannel Campaign
Launch Your Email Series
Email 1: Tell the story of the overall campaign, lay out the
cam...
Roll-Out a Multichannel Campaign
•  Follow Your Campaign Calendar
•  Tailor Messaging To Each Channel
•  Segment Your List...
Introduce yourself to the person
sitting next to you.
What programs, initiatives or campaigns does your
organization have coming up in the next 6 months that you
think would ma...
>> Identify your target audiences.
Who is your advocacy target?
Who has the power to create the change you are seeking?
Wh...
>> List 3-4 different actions you want people to take.
These actions should start out as an easy action – such as
signing ...
>> Brainstorm ideas to promote
this campaign across multiple channels.
What kind of content will you need? Does it already...
>> Identify the metrics you’ll use to evaluate the campaign.
What does success look like?
How you will track metrics acros...
Connect with us:
Allyson Kapin: Rad Campaign, Women Who Tech
Email: Allyson@radcampaign.com
Twitter: @womenwhotech
Rad Web...
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Best Practices to Build a Multichannel Campaign

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Highlights from the new book, Social Change Anytime Everywhere by Allyson Kapin and Amy Sample Ward; 8 Steps to Build a Multichannel Campaign Plan. Learn more at socialchangeanytime.com

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Best Practices to Build a Multichannel Campaign

  1. 1. Best Practices to Build a Multichannel Campaign Plan @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  2. 2. Why is “multichannel” so important? @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  3. 3. Mobile Facts to Know Fact: 5.2 Billion Mobile Accounts Worldwide Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  4. 4. Mobile Facts to Know @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  5. 5. Mobile Facts to Know @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  6. 6. Social Media Facts to Know Fact: Americans spend 25% of their time online on social networks. @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  7. 7. What to consider before creating your multichannel campaign plan? @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  8. 8. Focus on Shared Goals @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  9. 9. Focus on Shared Goals Identify Hot Topics: •  How did you become aware of our work? •  Which of our programs/ services/campaigns are you most interested in? •  Would you like more information about any of our programs/ services/campaigns to share with your friends and family? •  What aspects of our work are you least interested in? •  What do you think we should focus on together in the coming year? @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  10. 10. Design for Distribution •  First occupy camp started in New York City. •  People posted and re-shared information about issues, actions, and personal stories on Twitter and Tumblr, live-streamed video on Vimeo, and shared pictures on their mobile phones. @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  11. 11. Design for Distribution @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  12. 12. Cross-Channel Promotion Oxfam’s Use of QR Codes For A Benefit Auction @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  13. 13. 8 Steps to create a multichannel campaign plan. @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  14. 14. Creating A Multichannel Campaign 1. Identify Short-Term And Long-Term Goals. Solving World Hunger?           NO! @AmyRSWard     Raising $25K to support local soup kitchen to distribute 300 meals to homeless people in DC in Dec.?             YES!      SocialChangeAny5meEverywhere.com    @RadCampaign      
  15. 15. Creating a Multichannel Campaign Example: What goals will we achieve by raising $25,000 for the local soup kitchen?” Goal One: To illustrate that homelessness has risen 25% in our city over the last year, resulting in a rising demand for our free meals and job training services. We want donors to understand that every night there are lines of hundreds of hungry people outside of our door waiting for a hot meal. Goal Two: For every $50 donated, 25 homeless people will get a nutritious dinner for one week at our soup kitchen, beginning next week. Goal Three: For every $25 donated, our soup kitchen will provide computertraining classes to 10 people homeless people we are serving for one month. Goal Four: To tell the personal story of a soup kitchen volunteer who has benefitted from eating regularly at our soup kitchen and participating in our jobtraining program. @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  16. 16. Creating a Multichannel Campaign 2. Identify Your Target Do you have an advocacy target? @AmyRSWard     Who are you supporters? Are they: •  College students •  Parents of toddlers •  Environmentalists •  Insert your supporters here      SocialChangeAny5meEverywhere.com    @RadCampaign      
  17. 17. Creating a Multichannel Campaign 3. Craft Your Core Message And Define The Messaging Hook @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  18. 18. Creating a Multichannel Campaign Examples of Core Messages Example One: Pink is Pretty, Breast Cancer is Not – a campaign by the National Coalition of Breast Cancer aimed at deconstructing all of the pink corporatization of breast cancer. Example Two: The Golden Boob Awards: Exposing The Biggest Boobs Of All - a campaign aimed at exposing bogus products that claimed they could better detect changes in breasts or organizations that made false claims about getting/ curing breast cancer. @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  19. 19. Creating a Multichannel Campaign 4. What Actions Do You Want People Take? @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  20. 20. Steps to Creating Multichannel Campaigns 4. What 2 Key Actions Did NWF Want People To take? 1.  Re-share NWF’s updated facts on the oil spill and its impact on wildlife. @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  21. 21. Steps to Creating Multichannel Campaigns 4. What 2 Key Actions Did NWF Want People To take? 2. Collect donations via multiple channels – email, website, text-to-give, checks, to get resources where they were needed to help wildlife impacted by oil spill. @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  22. 22. Steps to Creating Multichannel Campaigns 4. What 2 Key Actions Did NWF Want People To take? @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  23. 23. Creating a Multichannel Campaign 5. Understand How Your Supporters Think @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  24. 24. Creating a Multichannel Campaign 6. How Do Your Target Audiences Prefer To Get Info? •  •  •  •  @AmyRSWard     Direct Mail Email Texting Social Media      SocialChangeAny5meEverywhere.com    @RadCampaign      
  25. 25. Creating a Multichannel Campaign 7. Setup A Campaign Calendar •  Email appeals and graphics. •  Welcome series for new donors. •  Website donation landing pages, graphical callout boxes, and homepage hijacks. •  Direct Mail, Telemarketing, Advertising (on and offline) etc. •  Social media strategies and messaging. •  Text-to-give messaging if appropriate. •  Fun interactives that don’t ask donors for money. •  A/B testing which is to analyze two different versions of a webpage, appeal, or message to see which is more effective. •  Segmenting for various channels •  Thank you messages and fundraising campaign updates. @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  26. 26. Creating a Multichannel Campaign 7. Setup A Campaign Calendar Courtesy of the The Leukemia and Lymphoma Society’s Totally Baldacious campaign.
  27. 27. Creating a Multichannel Campaign 8. How Will You Reach People In Online Communities? •  Niche  blogs   •  Facebook/LinkedIn   Groups   •   Online  networks  like   Care2  or  Change.org   @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  28. 28. Diabetes Hands Foundation
  29. 29. What to consider for rolling out your multichannel campaign plan? @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  30. 30. Roll-Out A Multichannel Campaign Launch Your Email Series Email 1: Tell the story of the overall campaign, lay out the campaign goals and the impact donors can expect to see from their action. Email 2: Update people on the campaign’s progress. Remind people of the story you shared in the previous appeal. Reinforce the message that you still need their help to make an impact and meet the campaign goals. Email 3: The final message is another update and one last ask for help to truly make that tangible impact and meet your goals. @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  31. 31. Roll-Out a Multichannel Campaign •  Follow Your Campaign Calendar •  Tailor Messaging To Each Channel •  Segment Your List •  Conduct A/B Testing •  Promote Your Campaign •  Measure the Results @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
  32. 32. Introduce yourself to the person sitting next to you.
  33. 33. What programs, initiatives or campaigns does your organization have coming up in the next 6 months that you think would make a good multichannel campaign? Pick one to focus on for this exercise. >> Brainstorm three short term and long term objectives for this initiative.
  34. 34. >> Identify your target audiences. Who is your advocacy target? Who has the power to create the change you are seeking? Who are the target audiences you seek to organize?
  35. 35. >> List 3-4 different actions you want people to take. These actions should start out as an easy action – such as signing an online petition or pledge. As the campaign unfolds and people take action, what additional actions can people take to stay involved that requires more commitment.
  36. 36. >> Brainstorm ideas to promote this campaign across multiple channels. What kind of content will you need? Does it already exist and can be edited and tailored for different channels? Or do you need to create the content from scratch?
  37. 37. >> Identify the metrics you’ll use to evaluate the campaign. What does success look like? How you will track metrics across different online channels? What metrics can you use in real time to know if you’re on track?
  38. 38. Connect with us: Allyson Kapin: Rad Campaign, Women Who Tech Email: Allyson@radcampaign.com Twitter: @womenwhotech Rad Website: http://www.radcampaign.com Women Who Tech: http://www.womenwhotech.com Amy Sample Ward: NTEN Email: amy@amysampleward.org Twitter: @amyrsward NTEN Website: http://www.nten.org Blog: http://www.amysampleward.org @AmyRSWard          SocialChangeAny5meEverywhere.com    @RadCampaign      
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