Are You Ready to React?


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How to make the most of a crisis situation with cross channel integration.

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  • This was a great way to use online to test a risky message…the over whelming response was a clear indicator that we needed to push this out in the mail…so we did…beat projections….
  • Are You Ready to React?

    1. 1. Are You Ready to React? How to Make the Most of a Crisis Situation with Cross Channel Integration. Tweet about it! #10ntc.react
    2. 2. The Panel <ul><li>Brenna Holmes Senior Interactive Services Account Executive </li></ul><ul><li>Charlotte Kresse Director Interactive Department </li></ul><ul><li>Greg Zelder Membership Director California State Parks Foundation </li></ul>
    3. 3. Your Questions <ul><li>What do you hope to learn here? </li></ul><ul><li>Is your organization ready to react? </li></ul><ul><li>If not, what are some of your pain points? </li></ul>
    4. 4. What to Expect Here <ul><li>Takeaways: </li></ul><ul><li>How integrating channels can increase revenue when used appropriately  </li></ul><ul><li>The foundation you need to have in place to be able to respond to a crisis quickly  </li></ul><ul><li>How to capitalize and maintain momentum from a campaign across multiple channels </li></ul><ul><li>Good times & beer! </li></ul>
    5. 5. The 3 C’s of Integration <ul><li>Communication </li></ul><ul><ul><li>Get interested parties together for planning meetings </li></ul></ul><ul><li>Collaboration </li></ul><ul><ul><li>Discuss organizational goals and how a multi-channel campaign can achieve these goals </li></ul></ul><ul><li>Cooperation </li></ul><ul><ul><li>Work backwards from Target Campaign date and determine what channel will be executing when </li></ul></ul>
    6. 6. 3 Case Studies <ul><li>Sierra Club </li></ul><ul><li>NARAL Pro-Choice America </li></ul><ul><li>California State Parks Foundation </li></ul>
    7. 7. <ul><li>Sierra Club collaborated with PBS to promote the new Ken Burns documentary series “National Parks: America’s Best Idea” </li></ul><ul><ul><li>(aired Sept. 27 – Oct. 2, 2009) </li></ul></ul><ul><li>An aggressive online campaign was created: 100,000 Champions for National Parks </li></ul><ul><ul><li>The goals were to </li></ul></ul><ul><ul><ul><li>maximize brand awareness of the connection between the Club & national parks </li></ul></ul></ul><ul><ul><ul><li>reach out to new audiences online </li></ul></ul></ul><ul><ul><ul><li>grow the email file </li></ul></ul></ul>Timely & Relevant
    8. 8. Timely and Relevant <ul><li>Takeaways: </li></ul><ul><li>Be Flexible </li></ul><ul><li>Break Through the Silos </li></ul><ul><li>Use What You Already Have </li></ul>
    9. 9. <ul><li>On May 31, 2009 Dr. Tiller an abortion care provider in Wichita, Kansas was murdered </li></ul><ul><li>Immediately following, NARAL Pro-Choice America provided outlets for people to express their outrage: </li></ul><ul><ul><li>send a note of encouragement/gratitude to staff </li></ul></ul><ul><ul><li>asked to attend vigils </li></ul></ul><ul><ul><li>sign an online memorial </li></ul></ul>Online … Turning Anger in Action
    10. 10. <ul><li>The money raised from the soft ask on the memorial page exceeded all stand alone appeals for FY09 up to that time </li></ul><ul><li>Donations increased by 40% to the website </li></ul><ul><li>Towards the end of the month the organization felt it was ready to fundraise, but only if it helped continue Dr. Tiller’s legacy </li></ul>Online … Turning Anger in Action
    11. 11. <ul><li>Result = Trust Women Wristband Campaign </li></ul><ul><li>For $10.00 people could purchase 5 wristbands </li></ul><ul><li>Donors received a slip of paper containing a url to register their wristbands in order to fill in a map that showed the broad nationwide support for Dr. Tiller </li></ul>Online … Turning Anger in Action
    12. 12. <ul><li>Results: </li></ul><ul><li>Highest grossing campaign of FY09 </li></ul><ul><li>68% of gifts came from first time online donors </li></ul><ul><li>2% of total revenue from social networking promotions </li></ul>Online … Turning Anger in Action
    13. 13. Beat Projections by 27%
    14. 14. <ul><li>Virtual Rally </li></ul><ul><li>Less than two months later another abortion care provider was targeted </li></ul><ul><li>We asked donors to send in a picture wearing their wristband and/or hold a sign saying Trust Women </li></ul><ul><li>Locally asked activists to stand outside and hold Trust Women Signs outside clinic </li></ul><ul><li>Results – pro-choice supporters far out numbered anti-choice protestors </li></ul>Online … Turning Anger in Action
    15. 15. Online … Raising Awareness
    16. 16. Online … Turning Anger in Action
    17. 17. <ul><li>Takeaways: </li></ul><ul><li>Be Flexible </li></ul><ul><li>Be Aggressive </li></ul><ul><li>Maintain Seamless Communication Across Channels </li></ul>Online … Turning Anger in Action
    18. 18. <ul><li>California State Parks Foundation </li></ul><ul><ul><li>May 26: Sacramento releases news that 220 parks may close due to budget cuts </li></ul></ul><ul><ul><li>Within one week CSPF was able to execute a successful full scale multi-channel strategy to fight this budget crisis head on. </li></ul></ul><ul><ul><li>Online, Direct Mail, and Telemarketing worked together to increase awareness of the imminent threat and garner public support to save California’s magnificent state parks and beaches. </li></ul></ul>An Integrated Approach
    19. 19. <ul><li>Website redesigned </li></ul><ul><li>Aggressive online petition & donation campaign </li></ul><ul><li>Facebook Friend Get a Friend campaign </li></ul><ul><ul><li>10 times the fans in 4 days </li></ul></ul><ul><ul><li>90 times the fans in 4 months (517  48,828. Now over 53,700 fans!) </li></ul></ul><ul><li>Google & Facebook Ads 24,512 clicks </li></ul><ul><ul><li>Over 75% of petition signers came from Facebook and Google Ads </li></ul></ul>Education & Action to Expand Reach 42% page completion rate! 89% of all signers were new to the file 12% of signers came from TAF
    20. 20. Multi-Channel Maximizes the Message & the Impact <ul><li>Efforts mirrored offline with three DM “Urgent Grams” </li></ul><ul><li>Current TM calls stopped & restarted with the urgent appeal scripts </li></ul>
    21. 21. <ul><li>73% of petition signers were new to the file! </li></ul><ul><li>TM reinstatement call including separate activist conversion </li></ul><ul><ul><li>Pledge rate beat DM responsive lapsed donors </li></ul></ul><ul><li>2 part conversion email series </li></ul><ul><ul><li>Garnered an amazing .81% response rate </li></ul></ul>Activist Conversion
    22. 22. <ul><li>Takeaways: </li></ul><ul><li>Be Flexible </li></ul><ul><li>Be Prepared </li></ul><ul><li>Use All Possible Communication Channels </li></ul>An Integrated Approach
    23. 23. Questions?
    24. 24. Evaluation Code: 244 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 244 Text 244 to 69866 Visit Enter Code 244 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!
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