• Like
Are You Ready to React?
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Are You Ready to React?

  • 275 views
Published

Are You Ready to React? Making the Most out of Crisis.

Are You Ready to React? Making the Most out of Crisis.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
275
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
3
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • This was a great way to use online to test a risky message…the over whelming response was a clear indicator that we needed to push this out in the mail…so we did…beat projections….

Transcript

  • 1. Are You Ready to React? How to Make the Most of a Crisis Situation with Cross Channel Integration. Tweet about it! #10ntc.react
  • 2. The Panel
    • Brenna Holmes Senior Interactive Services Account Executive
    • Charlotte Kresse Director Interactive Department
    • Greg Zelder Membership Director California State Parks Foundation
  • 3. Your Questions
    • What do you hope to learn here?
    • Is your organization ready to react?
    • If not, what are some of your pain points?
  • 4. What to Expect Here
    • Takeaways:
    • How integrating channels can increase revenue when used appropriately 
    • The foundation you need to have in place to be able to respond to a crisis quickly 
    • How to capitalize and maintain momentum from a campaign across multiple channels
    • Good times & beer!
  • 5. The 3 C’s of Integration
    • Communication
      • Get interested parties together for planning meetings
    • Collaboration
      • Discuss organizational goals and how a multi-channel campaign can achieve these goals
    • Cooperation
      • Work backwards from Target Campaign date and determine what channel will be executing when
  • 6. 3 Case Studies
    • Sierra Club
    • NARAL Pro-Choice America
    • California State Parks Foundation
  • 7.
    • Sierra Club collaborated with PBS to promote the new Ken Burns documentary series “National Parks: America’s Best Idea”
      • (aired Sept. 27 – Oct. 2, 2009)
    • An aggressive online campaign was created: 100,000 Champions for National Parks
      • The goals were to
        • maximize brand awareness of the connection between the Club & national parks
        • reach out to new audiences online
        • grow the email file
    Timely & Relevant
  • 8. Timely and Relevant
    • Takeaways:
    • Be Flexible
    • Break Through the Silos
    • Use What You Already Have
  • 9.
    • On May 31, 2009 Dr. Tiller an abortion care provider in Wichita, Kansas was murdered
    • Immediately following, NARAL Pro-Choice America provided outlets for people to express their outrage:
      • send a note of encouragement/gratitude to staff
      • asked to attend vigils
      • sign an online memorial
    Online … Turning Anger in Action
  • 10.
    • The money raised from the soft ask on the memorial page exceeded all stand alone appeals for FY09 up to that time
    • Donations increased by 40% to the website
    • Towards the end of the month the organization felt it was ready to fundraise, but only if it helped continue Dr. Tiller’s legacy
    Online … Turning Anger in Action
  • 11.
    • Result = Trust Women Wristband Campaign
    • For $10.00 people could purchase 5 wristbands
    • Donors received a slip of paper containing a url to register their wristbands in order to fill in a map that showed the broad nationwide support for Dr. Tiller
    Online … Turning Anger in Action
  • 12.
    • Results:
    • Highest grossing campaign of FY09
    • 68% of gifts came from first time online donors
    • 2% of total revenue from social networking promotions
    Online … Turning Anger in Action
  • 13. Beat Projections by 27%
  • 14.
    • Virtual Rally
    • Less than two months later another abortion care provider was targeted
    • We asked donors to send in a picture wearing their wristband and/or hold a sign saying Trust Women
    • Locally asked activists to stand outside and hold Trust Women Signs outside clinic
    • Results – pro-choice supporters far out numbered anti-choice protestors
    Online … Turning Anger in Action
  • 15. Online … Raising Awareness
  • 16. Online … Turning Anger in Action
  • 17.
    • Takeaways:
    • Be Flexible
    • Be Aggressive
    • Maintain Seamless Communication Across Channels
    Online … Turning Anger in Action
  • 18.
    • California State Parks Foundation
      • May 26: Sacramento releases news that 220 parks may close due to budget cuts
      • Within one week CSPF was able to execute a successful full scale multi-channel strategy to fight this budget crisis head on.
      • Online, Direct Mail, and Telemarketing worked together to increase awareness of the imminent threat and garner public support to save California’s magnificent state parks and beaches.
    An Integrated Approach
  • 19.
    • Website redesigned
    • Aggressive online petition & donation campaign
    • Facebook Friend Get a Friend campaign
      • 10 times the fans in 4 days
      • 90 times the fans in 4 months (517  48,828. Now over 53,700 fans!)
    • Google & Facebook Ads 24,512 clicks
      • Over 75% of petition signers came from Facebook and Google Ads
    Education & Action to Expand Reach 42% page completion rate! 89% of all signers were new to the file 12% of signers came from TAF
  • 20. Multi-Channel Maximizes the Message & the Impact
    • Efforts mirrored offline with three DM “Urgent Grams”
    • Current TM calls stopped & restarted with the urgent appeal scripts
  • 21.
    • 73% of petition signers were new to the file!
    • TM reinstatement call including separate activist conversion
      • Pledge rate beat DM responsive lapsed donors
    • 2 part conversion email series
      • Garnered an amazing .81% response rate
    Activist Conversion
  • 22.
    • Takeaways:
    • Be Flexible
    • Be Prepared
    • Use All Possible Communication Channels
    An Integrated Approach
  • 23. Questions?
  • 24. Evaluation Code: 244 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 244 Text 244 to 69866 Visit nten.org/ntc-eval Enter Code 244 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!