By Adam Lemmon

1. Fear Factor: Why Online Campaigns Fail PRESENTED BY ADAM LEMMON

2. Adam Lemmon
•
10 years and counting at Blackbaud
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Co-founder of the Go! Program
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Have worked with 100’s of orgs & have helped execute 100’s of online campaigns

3. Why did my campaign fail?
3 #bbcon

4. 4 #bbcon
MISTAKES

5. 5 #bbcon

6. 6 #bbcon

7. 7 #bbcon
MISTAKES

8. 8 #bbcon
PROBLEMS

9. 9 #bbcon
MYSTERY
PUZZLE

10. http://sethgodin.typepad.com/seths_blog/2012/ 10/the-acute-heptagram-of-impact.html
The following slides are based on Seth Godin’s blog post – The Acute Heptagram of Impact

13. Does everyone know the plan?
What’s the plan?

15. Are these the right tactics for the plan?

16. Friction vs. Relevance
16 #bbcon
Friction
0
2
4
6
8
Tweet
Email
Printed
In person
Friction vs. Relevance
Relevance

17. Friction vs. Relevance
17 #bbcon
Friction
Sacrifice
0
2
4
6
8
10
Tweet
Email
Printed
In person
Friction vs. Relevance
Relevance

18. What kind of sacrifice are we asking our audience to make?
18 #bbcon

19. Engagement requires something from the audience
19 #bbcon

21. Do you have what you need to execute?
Can you adapt once everything is in motion?

22. You can’t control it all

23. 23 #bbcon
Know thy Call-to-Action

24. 24 #bbcon

26. Did you persist long enough to let it succeed?
One campaign is just one tactic

28. Does your audience want this?

30. Anticipation
Is your audience EXPECTING it?

31. 31 #bbcon
Open Rate
# of emails prior to EOY
Org 5
11%
7
Org 6
14%
11
Org 7
15%
3
Org 8
12%
5
Open Rate
# of emails prior to EOY
Org 1
25%
15
Org 2
39%
23
Org 3
24%
16
Org 4
32%
31

33. What about this campaign is really scary to you? What do you fear?
Same question, but this time for real: What are you scared of?

42. •
Strategy Does everyone know the plan?
•Tactics Are these the right tactics?
•Execution Have what you need? Can you adapt?
•Persistence Can you give this the time that it needs?
•Desire Is this wanted?
•Reputation Are they expecting it?
•Fear What are we scared of?

43. Don’t forget to thank your donors! 
43 #bbcon

44. 44 #bbcon
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Did this session give you the jolt you needed?

45. Bibliography
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Seth Godin – The Acute Heptagram of Impact http://sethgodin.typepad.com/seths_blog/2012/10/the-acute-heptagram-of-impact.html
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Steven Pressfield, Do the Work http://www.amazon.com/Do-Work-Steven-Pressfield/dp/1936719010
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Malcolm Gladwell, “Mystery vs. Puzzle” http://gladwell.com/open-secrets/
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Alexis Ohanian, TED talk “How to make a splash in Social Media” http://www.ted.com/talks/alexis_ohanian_how_to_make_a_splash_in_social_media
45 #bbcon