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Are You Ready to React?


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

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

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  • 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….


  • 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!