Integrated Campaigns

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By Samer Rabadi

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Integrated Campaigns

  1. 1. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 Integrated Campaigning or: How I Learned to Let Go and Love the Bomb with Samer Rabadi Social Tech Training
  2. 2. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 A Bit of Unrelated History Warner Brothers releases “The Jazz Singer in October 1927 Suddenly movie makers must ADAPT to a new dimension of storytelling —sound
  3. 3. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 Social Media: The Nonprofit’s “Sound” Technological advancements force an evolution of traditional storytelling skills The key adaption: INTERACTION
  4. 4. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 All That’s New is Old <ul><li>Traditional nonprofit skills are STILL valuable! </li></ul><ul><ul><li>Wily, persistent advocacy </li></ul></ul><ul><ul><li>Personalized donor cultivation and relationship building </li></ul></ul><ul><ul><li>Resourceful grassroots organizing </li></ul></ul><ul><ul><li>Effective membership recruiting </li></ul></ul><ul><ul><li>Compelling creative </li></ul></ul><ul><ul><li>Etc., etc., etc… </li></ul></ul>
  5. 5. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 So What’s the Big Deal with Social Media? With Social Media, you and your supporters are telling a: SHARED STORY
  6. 6. The Ron Paul Story: An Example
  7. 7. The Setup <ul><li>Congressman Ron Paul runs for President in 2008 </li></ul><ul><ul><li>National support never exceeds 4% </li></ul></ul><ul><ul><li>Raises $8.2 million through 3rd Quarter, 2007 </li></ul></ul><ul><ul><li>but... HALF of his donors gave under $200 </li></ul></ul>
  8. 8. Hallmarks of an Insurgent Campaign 1. Distributed Network 2. Autonomy—Giving Up Control 3. Vibrant Feedback Loop—Transparency
  9. 9. The Distributed Network Supporters: Facebook 127,956 YouTube 57,339 MySpace 119,067
  10. 10. Allow the Network to Define Itself 1. Allow supporters to connect, “ tawlk amongst yourselves” 2. Multi-way relationship for resources 3. Link to opportunities for deeper involvement 4. Portability eases the spread of information
  11. 11. Ron Paul Everywhere... RonPaulGraphs.com Facebook
  12. 12. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 Giving Up Control: What a Difference a Day Makes The Backstory: Ron Paul raises $8.2 million through the end of September 2007 What Happened: A single Ron Paul supporter organizes a day of fundraising on November 5th, presumed to invoke British 17th Century Revolutionary Guy Fawkes
  13. 13. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 “ Remember, Remember the 5th of November.” <ul><li>What Happened, continued: </li></ul><ul><li>“ Money Bomb” raises $4.3 million </li></ul><ul><li>Campaign runs a similar day of fundraising on Dec. 16th (Boston Tea Party) and raises $6 million </li></ul><ul><li>Quarterly total is $19 million, outstripping every other Republican candidate </li></ul>
  14. 14. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 The Aftermath <ul><li>Campaign for Liberty: a c4 with six figure mailing list </li></ul><ul><li>Students for Ron Paul —> 50 chapters of Young Americans </li></ul><ul><li> for Liberty </li></ul><ul><li>LEGITIMACY: Ron Paul has a seat at the table and his ideas are gaining traction </li></ul>
  15. 15. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 The Aftermath, Continued…
  16. 16. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 The Breakdown Through multiple points of contact and opportunities for engagement, nonprofits build a relationship between themselves and their supporters Supporters become ADVOCATES Advocacy spreads as a natural outgrowth and representation of the supporter’s identity on social media outlets
  17. 17. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 The Breakdown, Continued… If people feel like they’re part of the story — > Help them find ways to connect and tell that story! Facebook Status Updates Badges Social Media Buttons Tell a Friends Wallpapers Twitter Comments Contests Share Opportunities
  18. 18. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 Caveats <ul><li>Shiny Object Syndrome (SOS) </li></ul><ul><li>All the eggs in one basket </li></ul><ul><li>The piecemeal approach </li></ul><ul><li>Return on Investment (ROI) </li></ul><ul><li>Runaway supporters and messaging blunders </li></ul><ul><li>A deeper stake </li></ul>
  19. 19. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 Your Turn: Mission Possible <ul><li>A campaign that connects: </li></ul><ul><ul><li>supporters—organization </li></ul></ul><ul><ul><li>supporters—supporters </li></ul></ul><ul><ul><li>supporters—network </li></ul></ul>
  20. 20. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 Etc. Etc. Etc. … <ul><li>Be creative </li></ul><ul><li>Make mistakes </li></ul><ul><li>Focus on people, not technology </li></ul><ul><li>Life is change—today is not like yesterday, tomorrow may not be like today </li></ul>
  21. 21. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 Samer Rabadi Senior Campaign Manager—Care2.com [email_address] http://www.care2.com Fin * * No interns were harmed in the production of this workshop.
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