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Crisis Overnight
 

Crisis Overnight

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    Crisis Overnight Crisis Overnight Presentation Transcript

    • The design of social good: Crisis Overnight Sarah Evans 224.829.8820 [email_address] http://www.sevansstrategy.com @PRsarahevans
    • A true crisis
      • Elgin-Area Community Crisis Center
      • Funds were GONE
      • Contemplating closing doors July 1, 2009
      • 1 week to plan; 3 weeks until deadline
      • Donated social media presence for 12-hour
      • Needed $150K in two weeks
    • Met. Strategized. Went to work.
    • Designing Crisis Overnight
      • Messaging: We raise the funds the Crisis Center stays open. We don’t, they close.
      • Donation of online identity for 12 hours
        • Twitter
        • Facebook
        • Blog
        • Seesmic/YouTube
      • Online donations = CROWDSOURCING
      • Old concept, new twist
        • Reporter vs. online brand
    • The kindness of others <Insert props to SamataMason>
    • Heartfelt. Real. Life.
    • “ It’s a Wonderful Life”
    • Donations rolled in. $30K the first 12 hours Didn’t meet the goal. Didn’t give up.
    • People KEPT on talking and GIVING!
    • Across the U.S. All over our community.
    • $164,000
    • What worked?
    • Established network. Credible source.
    • Concept of ENORMITY The problem with enormity in marketing is that it doesn't work. Enormity should pull at our heartstrings, but it usually shuts us down. – Seth Godin If you've got a small, fixable problem, people will rush to help, because people like to be on the winning side, take credit and do something that worked. – Seth Godin http://sethgodin.typepad.com
    • Evangelize: 1. Show kindness 2. Share your story
    • People got excited about the cause. People got excited about the tools!
    • Clear, concise messaging. Sense of urgency. Voyeuristic.
    • I was only there one night…