Level Up            Create Winning               Campaigns       James Slezak| james@purpose.com | @jslezLee-Sean Huang | ...
Level Up           Insights           Examples           Activities
“Every battle is won before it is ever fought.”                  Sun Tzu
The Path           Right Framing           Right Tools           Right Actions
Movement CAMPAIGN   {         {          CAMPAIGN                      {                                      CAMPAIGN    ...
What is a   A movement is a community withmovement?            a purpose, people coming            together and working to...
21st Century   Twenty-first century movementsMovements               combine recently possible               technologies ...
The ultimate goal is real world impact.
Microdonations for self-sustainability and independence                                                                 $8...
Movement HierarchyStory of the Movement Identifies crisis and movement’s ‘theory-of-change’ Articulates a better future ...
Ask the right                How can I raise money to make myquestions                project happen?
Ask the right                How can I raise money to make myquestions                project happen?                Why d...
Ask the right                How can I raise money to make myquestions                project happen?                Why d...
Ask the right                How can I get people to donate?questions
Ask the right                How can I get people to donate?questions                How do I communicate the value of    ...
Ask the right                How can I get people to donate?questions                How do I communicate the value of    ...
Ask the right                Why should I donate?questions
Ask the right                Why should I donate?questions                Why should I donate NOW?
Cheat Sheet              Be specific              Create urgency              Grow membership              Curate and sequ...
Be specific.    From                     ToOrganizations              People   Causes                  Projects
The Three T’s                Tension                Timing                Tempo
Gameify Giving
Money is a functionof membership
Design Defaults
Growth comesin spikes      Logo / Tagline               Example: GetUp new member growth                           Refugee...
FundraisingOpportunities                Calendar                Crisis                Created opportunities
Commitment Curve                                                                                               LEADLEVEL O...
3 X 30         30 seconds         30 minutes         30 years
Cheat Sheet              Be specific              Create urgency              Grow membership              Curate and sequ...
Activities
Tell your story   Name of campaign/project and mini description.                  What is your goal?                  Theo...
What do you                            Commitment Curvewant people todo besidesdonate?                 LEVEL OF ENGAGEMENT...
Level Up            Create Winning               Campaigns       James Slezak| james@purpose.com | @jslezLee-Sean Huang | ...
Level Up Your Campaigns
Level Up Your Campaigns
Level Up Your Campaigns
Level Up Your Campaigns
Level Up Your Campaigns
Level Up Your Campaigns
Level Up Your Campaigns
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Level Up Your Campaigns

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Level Up Your Campaigns

  1. 1. Level Up Create Winning Campaigns James Slezak| james@purpose.com | @jslezLee-Sean Huang | leesean@purpose.com | @leesean
  2. 2. Level Up Insights Examples Activities
  3. 3. “Every battle is won before it is ever fought.” Sun Tzu
  4. 4. The Path Right Framing Right Tools Right Actions
  5. 5. Movement CAMPAIGN { { CAMPAIGN { CAMPAIGN {ACTION ACTION ACTION ACTION ACTION ACTION ACTION ACTION ACTION
  6. 6. What is a A movement is a community withmovement? a purpose, people coming together and working to achieve common goals.
  7. 7. 21st Century Twenty-first century movementsMovements combine recently possible technologies with brand strategy, behavioral economics, and community organizing in order to support mass participation and the creation of shared value.
  8. 8. The ultimate goal is real world impact.
  9. 9. Microdonations for self-sustainability and independence $8.5M Microdonations $5M $2.5M $1.5M $500K Institutional Donations $4.51M $4.174M $3.98M $2.42M
  10. 10. Movement HierarchyStory of the Movement Identifies crisis and movement’s ‘theory-of-change’ Articulates a better future if movement succeeds Movement story is embodied in the Brand, Tagline & Attributes Campaigns  Tackle specific issues in support of movement goals  Has a clear ‘arc’ and associated commitment curve  Often developed rapidly to ride the news cycle Actions, Moments, & Content  What members are asked to do  Movement ‘moments’ to drive urgency and media attention  Provocative pieces of content to organize members around
  11. 11. Ask the right How can I raise money to make myquestions project happen?
  12. 12. Ask the right How can I raise money to make myquestions project happen? Why do I need money? How much/ how little do I really need?
  13. 13. Ask the right How can I raise money to make myquestions project happen? Why do I need money? How much/ how little do I really need? How can the fundraising campaign help me test and refine my idea? And make me more fundable?
  14. 14. Ask the right How can I get people to donate?questions
  15. 15. Ask the right How can I get people to donate?questions How do I communicate the value of my campaign?
  16. 16. Ask the right How can I get people to donate?questions How do I communicate the value of my campaign? What are other ways people can participate besides donating?
  17. 17. Ask the right Why should I donate?questions
  18. 18. Ask the right Why should I donate?questions Why should I donate NOW?
  19. 19. Cheat Sheet Be specific Create urgency Grow membership Curate and sequence Motivate socially Design defaults
  20. 20. Be specific. From ToOrganizations People Causes Projects
  21. 21. The Three T’s Tension Timing Tempo
  22. 22. Gameify Giving
  23. 23. Money is a functionof membership
  24. 24. Design Defaults
  25. 25. Growth comesin spikes Logo / Tagline Example: GetUp new member growth Refugees Internet Censorship Climate Voter ABC Change enrolment Tibet 18
  26. 26. FundraisingOpportunities Calendar Crisis Created opportunities
  27. 27. Commitment Curve LEADLEVEL OF ENGAGEMENT CONVENE ATTEND DONATE PURCHASE CREATE SHARE JOIN LIKE VIEW PARTICIPATION OVER TIME
  28. 28. 3 X 30 30 seconds 30 minutes 30 years
  29. 29. Cheat Sheet Be specific Create urgency Grow membership Curate and sequence Motivate socially Design defaults
  30. 30. Activities
  31. 31. Tell your story Name of campaign/project and mini description. What is your goal? Theory of change: Why is this important/urgent/awesome? Why does it matter if I contribute? What can I do to make a difference? What do I get out of it?
  32. 32. What do you Commitment Curvewant people todo besidesdonate? LEVEL OF ENGAGEMENT PARTICIPATION OVER TIME
  33. 33. Level Up Create Winning Campaigns James Slezak| james@purpose.com | @jslezLee-Sean Huang | leesean@purpose.com | @leesean
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