What charities can learn from the Obama Campaign Gemma Tracey, Researcher Telephone: (020) 7426 8888 Email: gemma.tracey@nfpsynergy.net Web: www.nfpsynergy.net

Why all the interest in Ohio? Where IS Ohio?

Agenda Introduction A consistent message and a strong and OPEN campaign Using new media to enhance (not replace) traditional campaigning Keeping up the momentum

Introduction

A consistent message and a strong and OPEN campaign

Using new media to enhance (not replace) traditional campaigning

Keeping up the momentum

An OPEN Campaign O n demand P ersonal E ngaging N etworks Source: Resource Interactive, http://theopenbrand.resource.com/framework.php

O n demand

P ersonal

E ngaging

N etworks

The importance of a consistent message “ Obama almost never delivered a speech from a lectern unless it was festooned with the word “change”. On Election Day, 34% of the voters said that they were looking for change, and nearly 90% of those voters chose Obama.” Ryan Lizza, The New Yorker, 17 th November 2008

Creating a strong visual brand Americans Abroad for Obama First Americans for Obama Jewish Americans for Obama Obama Kids LGBT Americans for Obama Veterans for Obama Republicans for Obama

Ceding some control to supporters can bring huge rewards

… but be prepared!

Introduction A consistent message and a strong and OPEN Brand Using new media to enhance (not replace) traditional campaigning Keeping up the momentum

Introduction

A consistent message and a strong and OPEN Brand

Using new media to enhance (not replace) traditional campaigning

Keeping up the momentum

Email No. 1 – be specific with deadlines

Email No. 2 – make supporters feel connected to something bigger

Obama’s background as a community organiser

Email No. 3 – Give supporters the tools to get involved

Email No. 4 – Give supporters a voice

Email No. 5 – Make it easy for people to get involved

Website screenshot No. 1 – Easy to sign up

Website screenshot No. 2 – local information

Website screenshot No. 3 – show people how they are making a difference

Introduction A consistent message and a strong and OPEN Brand Using new media to enhance (not replace) traditional campaigning Keeping up the momentum

Introduction

A consistent message and a strong and OPEN Brand

Using new media to enhance (not replace) traditional campaigning

Keeping up the momentum

Website screenshot No. 4 – Don’t forget to say thanks!

Follow-up email No. 1 – Keep supporters involved

Website screenshot No. 2 – Moving on, with supporters

What can charities learn? Use new media to capitalise on supporters’ existing networks and build engagement Give supporters the tools they need to be activists Trust supporters and give them a voice Keep supporters on board after a goal is achieved

Use new media to capitalise on supporters’ existing networks and build engagement

Give supporters the tools they need to be activists

Trust supporters and give them a voice

Keep supporters on board after a goal is achieved