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Campaigns as an Experience of Your Brand

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Slides presented at the 2013 NTEN Nonprofit Technology Conference by Big Duck, Center for Reproductive Rights, Fight Colorectal Cancer, and Fountain House. Together we discussed how nonprofits are …

Slides presented at the 2013 NTEN Nonprofit Technology Conference by Big Duck, Center for Reproductive Rights, Fight Colorectal Cancer, and Fountain House. Together we discussed how nonprofits are using their brands to get more people to understand their nonprofit's message, take action to advance the cause, sign up programs, and raise money to support the mission. Strong brands tell clear, consistent, and compelling stories about who you are. Rather than talking at audiences, smart nonprofits listen, respond, and engage with their participants, donors, advocates, and other community members through integrated campaigns. This session featured a panel of nonprofiteers who shared how they use campaigns to reinforce or shift their organization's brand positioning and personality across a variety of communications channels.

Published in: Technology, Education, Business

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  • 1. Campaigns as anExperience of Your Brand#13NTCcampJanna ChanAndrea RoyMichael SolaFarra Trompeter
  • 2. Session overview• Brandraising• Campaigns• Your Brand & Your Campaign• Case Studies •  Open Door fundraising campaign, Fountain House •  One Million Strong coalition campaign, Fight Colorectal Cancer •  Draw the Line advocacy campaign, Center for Reproductive Rights
  • 3. Wanna tweet? #13NTCcamp @farra @andlroy @michaelsola @ReproRights
  • 4. Why do nonprofitscommunicate? bigducknyc.com
  • 5. bigducknyc.com
  • 6. bigducknyc.com
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  • 8. bigducknyc.com
  • 9. Click  to  e__  ____    _____  styles    ____   dit  Master  text   ____  Second levelThird levelFourth level ______   _____ _____Fifth level ____ _____ _____ _____ ____ _____
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  • 12. bigducknyc.com
  • 13. Click  to  e__  ____    _____  styles    ____   dit  Master  text   ____  Second levelThird levelFourth level ______   _____ _____Fifth level ____ _____ _____ _____ ____ _____
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  • 15. bigducknyc.com
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  • 17. bigducknyc.com
  • 18. Why do nonprofitslaunch campaigns? bigducknyc.com
  • 19. bigducknyc.com
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  • 21. bigducknyc.com
  • 22. How do nonprofitslaunch campaigns? bigducknyc.com
  • 23. Build a story across channels•  Problem•  Solution•  Action•  Goal•  Timeline bigducknyc.com
  • 24. bigducknyc.com
  • 25. Use your campaign to…•  Connect the community with your mission•  Engage/activate your supporters•  Build your list, attract supporters•  Change hearts and minds•  Raise money•  Reinforce, intro, or shift your brand bigducknyc.com
  • 26. Case studies bigducknyc.com
  • 27. OURBRAND www.fountainhouse.org
  • 28. Positioning:Leading the way tomental health throughinnovative workingcommunities. www.fountainhouse.org
  • 29. Personality:Effective WelcomingGutsy RespectedHopeful FluidInnovative Transformative www.fountainhouse.org
  • 30. www.fountainhouse.org
  • 31. OURGOALS www.fountainhouse.org
  • 32. Raise more moneyIncrease online engagementCommunicate the full rangeof Fountain House’s work tosupporters www.fountainhouse.org
  • 33. THECAMPAIGN www.fountainhouse.org
  • 34. Concept:“Open the Door toMental Health” www.fountainhouse.org
  • 35. www.fountainhouse.org
  • 36. www.fountainhouse.org
  • 37. www.fountainhouse.org
  • 38. www.fountainhouse.org
  • 39. THERESULTS www.fountainhouse.org
  • 40. $88,390 was raised overall.34% more gifts were madeonline than in the previous year.$187.78 was the average onlinegift amount, over 3 times theindustry standard. www.fountainhouse.org
  • 41. ESTABLISHING A CAMPAIGN AROUND A COALITION ONE MISSION. ONE MILLION. GET BEHIND A CURE.
  • 42. DEVELOPING A NEW CAMPAIGNAND INTEGRATING A NEW LOOK Using FightColorectalCancer.org while establishing CRCMillionStrong.org
  • 43. THE CHALLENGES•  Maintain brand recognition•  Expanding the mission•  Establishing a play ground separate yet connected•  Connecting the dots•  Reach a different and potentially new levels of engagement
  • 44. EVOLVING ONE MILLION STRONG The Blue Star – logo used by most Colon Cancer organizations Maintained connection with Blue Star theme and color branding of FightCRC
  • 45. KEY ELEMENTS OF FIGHTCRC BRANDED EVENTS•  Our Signature Advocacy event: Call-on Congress•  Incorporate “be strong” theme
  • 46. THE LAUNCH –STRIKING A POSE
  • 47. Using star power in PSAvideo and print material.•  Charles Kelly•  Frank White
  • 48. SOCIAL MEDIATwibbon,eStore, PhotoContests
  • 49. SOCIAL MEDIATwitter, YouTubeand LinkedInusing elements ofthe brand
  • 50. THE LAUNCH
  • 51. RESULTS
  • 52. Resources andinspiration bigducknyc.com
  • 53. Resources•  Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durham | www.amazon.com•  Our websites •  http://www.bigducknyc.com •  http://www.crcmillionstrong.org/ •  http://www.fightcolorectalcancer.org •  http://www.fountainhouse.org •  http://www.reproductiverights.org •  http://www.drawtheline.org bigducknyc.com
  • 54. Thanks!© Jeremy Crow bigducknyc.com
  • 55. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online using #13NTCcamp at www.nten.org/ntc/eval