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Feb 26 Council of PR Firms' Non-Profit/Digital Worskshop

Feb 26 Council of PR Firms' Non-Profit/Digital Worskshop
Sandy Pfaff, Peppercom and Miles Orkin, American Cancer Society

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Opening Presentation Sf   Peppercom Opening Presentation Sf Peppercom Presentation Transcript

  • Digital Marketing & PR The New Frontier for Non-Profits Sandy Pfaff Miles Orkin Director/West Coast National Director E-Revenue & Mobile Innovation Peppercom American Cancer Society
  • Living in the Non-Profit World Today…
      • “ No mission without money, no money without mission”
  • “ Pain Points” For Non-Profits to Overcome
    • Organizations vying for the same dollars and volunteers
    • Needs are high, resources are low
    • Big organizations inflexible to change
    • Small organizations nimble, but with limited resources and infrastructure
    • Resources and funds often tied up in the wrong places
    • Operating at 1.0 in a 2.0 + world
  •  
  • The Digital Opportunity
    • Cost effective brand awareness and visibility
    • Broad reach + one-to-one engagement
    • Personalized, targeted fund raising
    • Micro-donations
    • Volunteer recruitment
    • List building
    • Measurement/ROI
  • Why it Works
    • Speed – “in the moment”
    • Cost efficient
    • Grassroots / viral
    • Builds community
    • Extends local and global reach
    • Contemporizes your brand
    • Personal touch and connection
  • The Digital “Buffet” – Delivering Content
    • Blogs and blogger outreach
    • Viral videos
    • Call to action emails & ongoing news updates
    • Don’t underestimate the power of your own website - blogs, news, videos, podcasts, two-way dialogue with constituents
  • The Digital “Buffet” – Online Communities
    • Social Networking
      • Groups
      • Causes
      • Fundraising
      • Legislative Issues
    • Social benefit organizations – using technology for social good
  •  
  • Case Study
  • Text-to-Give at American Cancer Society
    • How it started ACS looking to expand revenue streams, develop innovative outreach strategies
    • How it works End user initiates $5 donation via SMS message on mobile phone in response to call to action (multiple options for CTA)
    • Results to date Strong internal affinity, too early to measure performance
    • What’s next? Expand program, test and refine tactics, integrate with existing campaigns and programs
  • Timeline
    • March 2008 ACS looking to expand revenue streams, develop innovative outreach strategies
    • July 2008 Initial discussions with Mobile Giving Foundation
    • Sept 2008 Text-to-give pilot planned, in support of Making Strides Against Breast Cancer in CA (over 50,000 supporters)
    • Oct 2008 Pilot canceled due to carrier issues
    • Nov 2008 Proof-of-concept test at UCLA basketball game .
    • Dec 2008 Pilot re-start, additional divisions added
    • Feb 2009 Pilot launch, only small events only so far
  • Keys to Success
    • Improve understanding of ideal mediums and tactics for delivering call to action
    • Provide turnkey materials for field implementation
    • Integrate with existing campaigns - traditional and new media - and other constituent outreach strategies.
    • Educate key corporate stakeholders about program parameters and limitations
  • How it Works
  • Proof of Concept
  • Where PR Can Help…
    • As agency of record – paid or pro bono
    • Start with “pilot programs”
    • Volunteer
    • Make a financial commitment to a cause
    • Seek out Board opportunities
    • Share best practices
  •  
  • Contact: Sandy Pfaff Miles Orkin Peppercom American Cancer Society [email_address] [email_address] 415-633-3224 510-464-8209