Don't Freak Out! Surviving and Thriving When a Crisis Strikes


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Want to learn how an organization turns crisis into opportunity?

Get every little detail of how Planned Parenthood Federation of America turned the most significant funding attack in its history into a movement-building moment with a fast-moving, multifaceted online campaign. You'll learn how to prepare your organization for an emergency before it strikes, how to make the most of your moment in the spotlight, and what to do to maintain momentum when things get back to [what passes for] normal.

You'll learn about:
-Setting up internal processes so you're ready to respond when disaster strikes;
-Integrating communications channels -- web, email, social media, mobile, and offline -- to create a multifaceted campaign;
-Working with partners -- including allied organizations and individual supporters -- to expand your reach;
-Maintaining momentum and motivating all those new supporters once the crisis passes.

About the presenters:

Madeline Stanionis, CEO & Founder, Watershed

Will Valverde, Strategy Director, Watershed

Eric Glader, Director of Nonprofit Services, Care2

Published in: Education, Technology, Business
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  • Equally important is that fact that Care members are ENGAGED. As you can see from this slide, Care2 members vote, volunteer, write letters to elected officials and they also donate. BTW, this stat that 62% of Care2 members donate excluding religious and giving to one’s alma mater and thus the number is really higher.
  • Care2 provides services to almost 700 nonprofits whose missions advance a wide array of leading causes, including: Environment and Wildlife Health Children Animal Welfare Women’s Issues Human Rights Civil Rights Gay / Lesbian Rights Education International Development Disaster Relief Peace Consumer Protection Sustainable Food Social Justice Renewable Energy Seniors / Aging Veterans Climate Change Anti-Poverty Faith-Based Higher Education Arts and Culture Federal Deficit Reduction
  • Don't Freak Out! Surviving and Thriving When a Crisis Strikes

    1. 1. <ul><li>  Don't Freak Out! </li></ul><ul><li>Surviving and Thriving </li></ul><ul><li>When a Crisis Strikes </li></ul>For Audio Call: 1-408-792-6300 Event Number: 668 923 722 Presented By: Madeline Stanionis, Watershed, Will Valverde, Watershed Moderated by: Eric Glader, Care2 August 31, 2011
    2. 2. Using WebEx <ul><li>Chat & raise hand </li></ul><ul><li>If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 668 923 722 </li></ul><ul><li>If you lose your internet connection, reconnect using the link emailed to you. </li></ul><ul><li>WebEx Support: 1-866-229-3239 </li></ul>For Audio: 1-408-792-6300 Event Number: 668 923 722
    3. 3. For Audio: 1-408-792-6300 Event Number: 668 923 722 <ul><li>Nonprofits use Care2 for: </li></ul><ul><li>Online Advocacy </li></ul><ul><li>Email list growth </li></ul><ul><li>Donor lead acquisition </li></ul><ul><li>Driving traffic to website </li></ul><ul><li>Advertising and branding </li></ul><ul><li>Surveys and research </li></ul><ul><li>Education and outreach </li></ul>What is Care2? <ul><li>Citizens use Care2 for: </li></ul><ul><li>Starting or signing petitions </li></ul><ul><li>Volunteering </li></ul><ul><li>Donating $ </li></ul><ul><li>Spreading news </li></ul><ul><li>Commenting on blogs </li></ul><ul><li>Starting groups (organizing) </li></ul><ul><li>Joining nonprofits </li></ul><ul><li>The largest online community of people “making a difference” </li></ul><ul><li>16+ million “do-gooders” </li></ul>
    4. 4. We care about making a difference!
    5. 5.
    6. 6. This Webinar is being Recorded <ul><li>The webinar will be available on the Frogloop blog at </li></ul><ul><li>You will receive a link to this presentation following the webinar. </li></ul><ul><li>Tweeting the webinar? Use the Twitter hashtag: #Care2 </li></ul>For Audio: 1-408-792-6300 Event Number: 668 923 722
    7. 7. Not long ago, the nearly constant but usually impossible threat to defund Planned Parenthood became possible.
    8. 8. Planned Parenthood launched the biggest, most integrated in every way, campaign in their history.
    9. 9. What are we talking about? <ul><li>Constituents. Activists. Donors. </li></ul><ul><li>… and engaging them during a crisis to create change, raise money, take action… </li></ul>What are we NOT talking about? <ul><li>Media. Stakeholders. Program participants. </li></ul><ul><li>… and delivering them education, persuasion, branding… </li></ul>
    10. 10. Most organizations are bad at handling crises! Why?
    11. 11. OMG we take so freakin’ long to do things…
    12. 12. We don’t want to appear opportunistic
    13. 13. We’re not very honest
    14. 15. This is what happens… <ul><li>We form a committee </li></ul><ul><li>We involve everyone </li></ul><ul><li>We make sure both kitties and frogs are heard </li></ul><ul><li>We obtain buy-in </li></ul><ul><li>We take six months </li></ul><ul><li>We can’t do everything, so we choose to do something well </li></ul>
    15. 16. Our brave new 24/7 world hates it when you do that
    16. 17. First…what’s a crisis? Sometimes it’s an actual crisis. Sometimes it’s just a thing. Those are even better!
    17. 18. A situation requiring rapid response… <ul><li>Our constituents are reading and hearing about it </li></ul><ul><li>Our constituents are talking about it </li></ul><ul><li>Is it an important thing in our organization? </li></ul><ul><li>Is there something real, logical, and useful for our constituents to do? </li></ul>
    18. 19. How rapid is rapid? <ul><li>A: Two minutes </li></ul><ul><li>B: Two hours </li></ul><ul><li>C: Two days </li></ul><ul><li>D: Two weeks </li></ul>
    19. 20. Before you get into a crisis…
    20. 21. Get clear
    21. 22. PPFA crisis online strategy <ul><li>Massive, aggressive and cohesive action </li></ul><ul><li>“ War room” </li></ul><ul><li>Let a thousand flowers bloom </li></ul><ul><li>Levels and layers of engagement </li></ul><ul><li>Allow the campaign to ebb and flow naturally </li></ul><ul><li>Enhance and amplify what’s happening within and without the organization </li></ul><ul><li>All hands on deck willing to do ANYTHING </li></ul>
    22. 23. By the time the crisis struck, we were ready – and so were our supporters vs.
    23. 24. Prior to the first big vote <ul><li>Field organizing </li></ul><ul><li>Extensive media outreach </li></ul><ul><li>Urgent direct response fundraising </li></ul><ul><li>Email and call actions </li></ul><ul><li>Mobile, email, social network, video, web, advertising, etc. </li></ul>
    24. 27. When the vote came down on a Friday afternoon, immediately: <ul><li>Email </li></ul><ul><li>Mobile </li></ul><ul><li>Ads (all kinds) </li></ul><ul><li>Social media </li></ul><ul><li>(Mail, media, field, etc) </li></ul>
    25. 32. The heart of the campaign
    26. 33. In the first four hours… <ul><li>102,708 unique signers </li></ul><ul><li>Over 50% were new listmembers </li></ul><ul><li>Lots of donations </li></ul><ul><li>Social media flood – and not just on PPFA properties </li></ul>
    27. 34. Then a thousand flowers bloomed
    28. 35. Then a thousand flowers bloomed
    29. 36. Then a thousand flowers bloomed
    30. 37. Then a thousand flowers bloomed
    31. 38. Then a thousand flowers bloomed
    32. 39. Then a thousand flowers bloomed
    33. 40. Then a thousand flowers bloomed
    34. 41. Then a thousand flowers bloomed
    35. 46. By the end of the campaign <ul><li>826,000 unique signers </li></ul><ul><li>Over 30% were new listmembers </li></ul><ul><li>Lots tons of donations </li></ul><ul><li>35,000 calls to Congress </li></ul><ul><li>Facebook and Twitter audiences more than doubled </li></ul><ul><li>Supporters are energized like never before </li></ul><ul><li>Most importantly: WE WON. </li></ul>
    36. 47. So now what? <ul><li>Your new audience is actually NEW </li></ul><ul><li>Supporter motivation changes definition of “high bar” </li></ul><ul><li>Bring them into your whole wide world </li></ul><ul><li>Not everything is a crisis – don’t abuse it </li></ul>
    37. 48. Thank you. Questions? For Audio: 1-408-792-6300 Event Number: 668 923 722