Pioneering E-Philanthropy <ul><li>November 6, 2009 </li></ul>Brigham and Women’s Hospital Faulkner Hospital
Agenda <ul><li>Introductions </li></ul><ul><li>About Sea Change Strategies </li></ul><ul><ul><li>Our Approach </li></ul></...
Sea Change in a Nutshell <ul><li>We transform and integrate marketing, communications and fundraising strategies. </li></u...
“ Transformational Vision and Tactical Expertise”
Mark Rovner, Principal <ul><li>VP Communications World Wildlife Fund-US, 1990-1999 </li></ul><ul><li>Peter Hart Research <...
Mark Rovner Clients Served 1999 - 2009 <ul><li>WWF-US </li></ul><ul><li>Nature Conservancy </li></ul><ul><li>National Wild...
Mars Lang, Principal <ul><li>Executive Director, Rigpa Fellowship </li></ul><ul><li>Founding Director, Tenzin Gyatso Insti...
Mars Lang Clients Served 2005 - 2009 <ul><li>Environmental Defense Fund </li></ul><ul><li>Greenpeace USA </li></ul><ul><li...
Alia McKee, Principal <ul><li>Masters in Public Policy, LBJ School, University of Texas  </li></ul><ul><li>Marketing Direc...
Alia McKee Clients Served 2005 - 2009 <ul><li>Environmental Defense Fund </li></ul><ul><li>Greenpeace USA </li></ul><ul><l...
Our Approach
Sea Change Direct Marketing Major Mid-Donor  Small Donor List Member/Community Visitor Points of Entry Search/PR/Web 2.0 S...
Examples of our Work
 
 
 
 
 
 
 
Reality – The Aquarium www.SeaChangeStrategies.com
Virtual – the “Equarium” www.SeaChangeStrategies.com Visit planning THE HUB Philanthropy Conservation Action Fun Classroom...
 
Outcomes <ul><li>Integrated marketing model a proven success </li></ul><ul><li>300% increase in emails </li></ul><ul><li>N...
International Rescue Committee <ul><li>Fall 2007 - Present </li></ul>
IRC <ul><li>Comprehensive E-philanthropy strategy to grow their list, cultivate their supporters and raise money online an...
Long-Term Planning <ul><li>Fundraising projections  </li></ul><ul><li>Strategic annual priorities to reach projections  – ...
Short-Term Planning <ul><li>Campaign objectives </li></ul><ul><li>Creative conception </li></ul><ul><li>Comprehensive stor...
 
 
 
 
 
<ul><li>“ Sea Change has been vital in helping the IRC increase online revenue, expand its web community, strengthen the r...
Channel Integration <ul><li>Tell “sacred bundle” stories throughout channels – blog, email, social media, events, publicat...
Snapshots
Pets for the Environment <ul><li>Environmental Working Group- Spring/Summer 2008  </li></ul>
Pets for the Environment
Pets Outcomes <ul><li>Grew list by 20k new names </li></ul><ul><li>1500 photo submissions </li></ul><ul><li>50,000 actions...
<ul><li>“ The Sea Change folks are master storytellers, they are savvy web watchers, they are envelope pushers, they are m...
Conservation International Insight Network <ul><li>Spring 2008 - Present </li></ul>
 
 
Wired Wealthy Research <ul><li>Released 2008 by Sea Change Strategies, Edge Research, and Convio  </li></ul>
 
Wired Wealthy Donor Clusters Cluster Analysis Relationship Seeker  (29%) Most likely to respond to opportunities to connec...
SPLC Hate Map
Storytelling Workshop for IFAW September 24, 2008
Wikipedia
“ Thanks to Sea Change, we have undergone a complete rebranding – new logo, new Web site, new face – and developed strateg...
Ideas for BW/F
Stork Fund
Stork Fund
Stork Fund <ul><li>How does it work: </li></ul>Minimum  investment Project cluster Project cluster Project cluster Photo W...
 
Go Broad Strategy <ul><li>Dramatically expand grateful patient model </li></ul>
Thank You Campaign <ul><li>List builder – send a message of thanks to people at BW/F who saved my or my loved one’s life –...
Go Deep Strategy <ul><li>Leveraging your passionate – put up a challenge match </li></ul><ul><li>Friends Asking Friends </...
 
Thank you.
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  • THERE’S THE DESTINATION
  • AND THE NATIONAL ACTION BRAND
  • The first order of business was laying out a road map and getting folks into the habit of working together
  • The next order of business was building collaborative habits
  • Photos from the Field Online Webcast – featured two of IRC’s field staff/ photographers discussing what was happening behind the lens of some of IRC’s most riveting photos Goal: Cultivation Results: 750 attendees and over 3,000 downloads of the archived event, additional promotional pick up in art/photography circles
  • Prior to the webcast, IRC donors and subscribers were asked to vote for their favorite 6 of 12 photos to be discussed during the live webcast.
  • This is an example of a list building campaign. We recruited a donor to give $1 for every signer of the Iraq Humanitarian pledge. Goal: List building Results: 6,000 new names
  • Bwf 110609 F

    1. 1. Pioneering E-Philanthropy <ul><li>November 6, 2009 </li></ul>Brigham and Women’s Hospital Faulkner Hospital
    2. 2. Agenda <ul><li>Introductions </li></ul><ul><li>About Sea Change Strategies </li></ul><ul><ul><li>Our Approach </li></ul></ul><ul><ul><li>Examples of our work </li></ul></ul><ul><li>Ideas for BW/F </li></ul>
    3. 3. Sea Change in a Nutshell <ul><li>We transform and integrate marketing, communications and fundraising strategies. </li></ul><ul><li>We are multi-disciplinary. </li></ul><ul><li>Our services are boutique and tailored for each client. </li></ul><ul><li>We’re never satisfied with the status quo - we swing for the fences. </li></ul>
    4. 4. “ Transformational Vision and Tactical Expertise”
    5. 5. Mark Rovner, Principal <ul><li>VP Communications World Wildlife Fund-US, 1990-1999 </li></ul><ul><li>Peter Hart Research </li></ul><ul><li>Georgetown Law </li></ul><ul><li>Board of Directors: Coral Reef Alliance; National Aquarium DC; The Bridge Fund </li></ul>
    6. 6. Mark Rovner Clients Served 1999 - 2009 <ul><li>WWF-US </li></ul><ul><li>Nature Conservancy </li></ul><ul><li>National Wildlife Federation </li></ul><ul><li>Environmental Defense Fund </li></ul><ul><li>Greenpeace USA </li></ul><ul><li>Sierra Club </li></ul><ul><li>Environmental Working Group </li></ul><ul><li>Ocean Futures Society </li></ul><ul><li>Oceana </li></ul><ul><li>Monterey Bay Aquarium </li></ul><ul><li>Ocean Champions </li></ul><ul><li>Wildlife Alliance </li></ul><ul><li>Christopher Reeve Paralysis Foundation </li></ul><ul><li>Amnesty International USA </li></ul><ul><li>Habitat for Humanity </li></ul><ul><li>American Jewish World Service </li></ul><ul><li>ACLU </li></ul><ul><li>International Rescue Committee </li></ul><ul><li>The Interfaith Alliance </li></ul><ul><li>WomenHeart </li></ul><ul><li>Southern Poverty Law Center </li></ul><ul><li>Network for Good </li></ul><ul><li>Wikimedia Foundation </li></ul><ul><li>Conservation International </li></ul>
    7. 7. Mars Lang, Principal <ul><li>Executive Director, Rigpa Fellowship </li></ul><ul><li>Founding Director, Tenzin Gyatso Institute </li></ul><ul><li>Honors graduate UC Santa Cruz </li></ul><ul><li>Board of Directors: Rigpa Fellowship </li></ul>
    8. 8. Mars Lang Clients Served 2005 - 2009 <ul><li>Environmental Defense Fund </li></ul><ul><li>Greenpeace USA </li></ul><ul><li>Monterey Bay Aquarium </li></ul><ul><li>Ocean Champions </li></ul><ul><li>The Nature Conservancy </li></ul><ul><li>Wildlife Alliance </li></ul><ul><li>Wikimedia Foundation </li></ul><ul><li>Conservation International </li></ul><ul><li>International Rescue Committee </li></ul><ul><li>WomenHeart </li></ul><ul><li>Southern Poverty Law Center </li></ul><ul><li>The Interfaith Alliance </li></ul><ul><li>Families USA </li></ul><ul><li>Project on Government Oversight </li></ul><ul><li>Network for Good </li></ul>
    9. 9. Alia McKee, Principal <ul><li>Masters in Public Policy, LBJ School, University of Texas </li></ul><ul><li>Marketing Director, Jewish Community Association of Austin </li></ul><ul><li>Board of Directors: Center For Public Policy Priorities </li></ul><ul><li>Convener: Web of Change Conference </li></ul>
    10. 10. Alia McKee Clients Served 2005 - 2009 <ul><li>Environmental Defense Fund </li></ul><ul><li>Greenpeace USA </li></ul><ul><li>Environmental Working Group </li></ul><ul><li>Monterey Bay Aquarium </li></ul><ul><li>Wildlife Alliance </li></ul><ul><li>Union of Concerned Scientists </li></ul><ul><li>The Nature Conservancy </li></ul><ul><li>Wikimedia Foundation </li></ul><ul><li>Conservation International </li></ul><ul><li>Amnesty International USA </li></ul><ul><li>International Rescue Committee </li></ul><ul><li>AlterNet </li></ul><ul><li>ACLU </li></ul><ul><li>WomenHeart </li></ul><ul><li>Southern Poverty Law Center </li></ul><ul><li>NARAL Pro Choice America </li></ul><ul><li>American Jewish World Service </li></ul><ul><li>California Nurses Assn </li></ul><ul><li>The Interfaith Alliance </li></ul>
    11. 11. Our Approach
    12. 12. Sea Change Direct Marketing Major Mid-Donor Small Donor List Member/Community Visitor Points of Entry Search/PR/Web 2.0 Sticky site Integrated Mktg Integrated mktg Cultivation Integrated Marketing Pyramid Integrated mktg Cultivation Integrated mktg Cultivation Brand Awareness
    13. 13. Examples of our Work
    14. 21. Reality – The Aquarium www.SeaChangeStrategies.com
    15. 22. Virtual – the “Equarium” www.SeaChangeStrategies.com Visit planning THE HUB Philanthropy Conservation Action Fun Classroom Members’ Entrance Research and Science Enter Here
    16. 24. Outcomes <ul><li>Integrated marketing model a proven success </li></ul><ul><li>300% increase in emails </li></ul><ul><li>National outreach launched 10/09 </li></ul>
    17. 25. International Rescue Committee <ul><li>Fall 2007 - Present </li></ul>
    18. 26. IRC <ul><li>Comprehensive E-philanthropy strategy to grow their list, cultivate their supporters and raise money online and across channels </li></ul><ul><li>Since Fall 2007, we have grown their list by 40,000 new names (from 50k to 90k) </li></ul><ul><li>Since Fall 2007, we have increased their online revenue by 30% </li></ul>
    19. 27. Long-Term Planning <ul><li>Fundraising projections </li></ul><ul><li>Strategic annual priorities to reach projections – including direct e-marketing and solicitation, cultivation, social media, web strategy, and flagship integrated marketing campaigns </li></ul>
    20. 28. Short-Term Planning <ul><li>Campaign objectives </li></ul><ul><li>Creative conception </li></ul><ul><li>Comprehensive storytelling across issue areas and channels including web, email, social media, direct mail, telemarketing, events, publications, and advertising </li></ul>
    21. 34. <ul><li>“ Sea Change has been vital in helping the IRC increase online revenue, expand its web community, strengthen the relationships with its supporters, and market its brand. They have been a true partner at every level…” </li></ul><ul><li>-- Giselle Holloway, Direct Marketing Director, IRC </li></ul>
    22. 35. Channel Integration <ul><li>Tell “sacred bundle” stories throughout channels – blog, email, social media, events, publications, mail, phone, advertising </li></ul><ul><li>Webcasts/phone briefings promoted across mail, high-dollar program, and web </li></ul><ul><li>Year-end, Mother’s Day, Back to School – integration with strategic marketing initiatives </li></ul><ul><li>Online tax receipts </li></ul>
    23. 36. Snapshots
    24. 37. Pets for the Environment <ul><li>Environmental Working Group- Spring/Summer 2008 </li></ul>
    25. 38. Pets for the Environment
    26. 39. Pets Outcomes <ul><li>Grew list by 20k new names </li></ul><ul><li>1500 photo submissions </li></ul><ul><li>50,000 actions in support of KSCA (including EWG list promotion) </li></ul><ul><li>Donations – campaign raised $50,000 </li></ul>
    27. 40. <ul><li>“ The Sea Change folks are master storytellers, they are savvy web watchers, they are envelope pushers, they are money raisers, and they are super fun to work with.  Consultants don't come in better-rounded packages than that.” </li></ul><ul><li> - Susan Comfort, EWG Development Director </li></ul>
    28. 41. Conservation International Insight Network <ul><li>Spring 2008 - Present </li></ul>
    29. 44. Wired Wealthy Research <ul><li>Released 2008 by Sea Change Strategies, Edge Research, and Convio </li></ul>
    30. 46. Wired Wealthy Donor Clusters Cluster Analysis Relationship Seeker (29%) Most likely to respond to opportunities to connect emotionally with your organization online. Casual Connector (41%) The largest of the three clusters, question after question this group appears to “split the difference” in terms of attitudes and preferences. All Business (30%) Does not appear to be looking for a relationship or emotional connection.
    31. 47. SPLC Hate Map
    32. 48. Storytelling Workshop for IFAW September 24, 2008
    33. 49. Wikipedia
    34. 50. “ Thanks to Sea Change, we have undergone a complete rebranding – new logo, new Web site, new face – and developed strategies to engage and involve all of our current members while attracting new ones.”
    35. 51. Ideas for BW/F
    36. 52. Stork Fund
    37. 53. Stork Fund
    38. 54. Stork Fund <ul><li>How does it work: </li></ul>Minimum investment Project cluster Project cluster Project cluster Photo Wall/ Fund Member $ $ Birthdays and milestones $ Credit Personalized Tracking Page Virtual video and phone briefings In-person briefings + Special long-term recognition at 10, 25, 50, and 100k levels
    39. 56. Go Broad Strategy <ul><li>Dramatically expand grateful patient model </li></ul>
    40. 57. Thank You Campaign <ul><li>List builder – send a message of thanks to people at BW/F who saved my or my loved one’s life – through direct treatment or pioneering research. </li></ul><ul><li>$1 per thank you donated by a major donor </li></ul><ul><li>Spread the word about your story </li></ul><ul><li>Feature stories about BW/F caregivers across vertical markets </li></ul>
    41. 58. Go Deep Strategy <ul><li>Leveraging your passionate – put up a challenge match </li></ul><ul><li>Friends Asking Friends </li></ul><ul><li>Phone-calling campaign with super volunteers </li></ul>
    42. 60. Thank you.
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