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What We Know About the 2012 Campaign
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What We Know About the 2012 Campaign

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Slides from the first 2012 PickClickGive Communications training. We cover what we learned in 2012, and give an idea of where we are headed in 2013.

Slides from the first 2012 PickClickGive Communications training. We cover what we learned in 2012, and give an idea of where we are headed in 2013.

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  • The first in a series of conversations with PCG nonprofits and the statewide marketing team. Goals: Exchange ideas and suggestions about strategies / tactics for promoting your nonprofit.Get you up to speed on this year’s marketing strategy.
  • The first in a series of conversations with PCG nonprofits and the statewide marketing team. Goals: Exchange ideas and suggestions about strategies / tactics for promoting your nonprofit.Get you up to speed on this year’s marketing strategy.
  • Redesigned to give you the power to talk to people directly about impact of PCG donations for your organization.Geared toward donors who want to know how to connect with the causes they care about.Profile pages are available to edit through November 8th.
  • The first in a series of conversations with PCG nonprofits and the statewide marketing team. Goals: Exchange ideas and suggestions about strategies / tactics for promoting your nonprofit.Get you up to speed on this year’s marketing strategy.
  • Transcript

    • 1. Special BriefingsPick. Click. Give. Communication SeriesCassandra Stalzer, Heather Beaty, Suzanne Lagoni
    • 2. Helpful phone hints:• This is a TWO-WAY dialogue. However, to eliminate audio feedback, please MUTE your phone unless you intend to be heard.• At any time if you wish to provide input or ask a question, please use “chat” function on the right or un-mute your phone and chime in.
    • 3. Today• What we know about the 2012 campaign and results -- what worked, what didn’t, bright ideas, questions about transfer of payment.
    • 4. PerformanceCampaign Year 2009 2010 2011 2012 $ $ $ $Total Pledges 545,000 927,075 1,570,900 2,200,000Rate of year over year growth 70% 69% 40%
    • 5. 68% AwarenessHere’s where they first learned about PCG TV ads 72.5% Public radio 62.3% TV news stories 42.2% Elsewhere on the radio 38.3% Friends, family and word of mouth 38.1% Newspaper insert 36.1% Newspaper stories and editorials 35.0% Non-profit newsletter or e-mails 28.8% Other online advertising 27.9% Other ways 18.2% Movie theater ads 13.3% Governor’s e-mail 10.2% Postings on Facebook 9.2% Advertising on Facebook 8.4% Twitter 1.3%
    • 6. Category Sort• Reducing to• Animal Welfare and Zoos• Arts and Culture• Public Broadcasting• Community Foundations• Emergency, Violence, Child Abuse, Victims of Crime• Health and Dental Services• Libraries• Low Income and Food Assistance• Recreation• Services to the Disabled and Mental Illness• Services to the Elderly• United Ways• Workforce and Economic Development and Recycling
    • 7. Your Input• What worked for your organization?• What tools were produced by the statewide campaign that were useful? Not useful?
    • 8. What the ResearchTells Us – Good News• Most individuals think they should give about twice as much as they currently do in charitable donations.• Broad awareness of and philosophical buy-in to Pick.Click.Give.
    • 9. What the ResearchTells Us – Good News• Most individuals think they should give about twice as much as they currently do in charitable donations.• Broad awareness of and philosophical buy-in to Pick.Click.Give.
    • 10. What the ResearchTells Us – Room forImprovement• Notable level of distrust when it comes to Nonprofits. Concern about high overhead, executive salaries.• Donors want to know more about the impact of their Pick.Click.Give. contribution.
    • 11. What the ResearchTells Us – Room forImprovement• List of organizations is overwhelming.
    • 12. Looking Ahead• How does the size of the 2012 dividend affect giving in 2013?
    • 13. What you could be doing now• Newsletters• Talking with media• Communicating stories of impact• Share digital assets• Discussing collaboration
    • 14. What you could be doing now• Donor stewardship
    • 15. Upcoming webinars• Wednesday, December 19 – 3:30 to 4:00 – Telling Your Story – Learn powerful ways to share your story with people who care about your cause.• Tuesday, January 8– 12:00 to 12:30 – Public Relations – Learn how to use media and other outreach tools to enhance your participation.• Wednesday, March 6 – 2:00 to 2:30 – Preparing for a Final Push – Hear a campaign update.• Thursday, March 28 – 11:30 to 12:00 – Wrapping It Up – The statistics as we know them.
    • 16. Upcoming webinars• Friday, November 2 – 3:00 to 3:30 – The Unwebinar – Share tips with other organizations. We’ll build a webinar around your ideas on the spot.• Tuesday, November 13 – 3:00 to 3:30 – Social Media I – For organizations that have just started using tools like Facebook and Twitter.• Monday, November 19 – 3:30 to 4:00 – Statewide Marketing Campaign – a “sneak peak.”• Tuesday, December 4 – 11:30 to 12:00 – Social Media II – For organizations that regularly use tools like Facebook, Twitter, YouTube, etc.
    • 17. Thank YOU!