Complete campaign hrc hate crimes bill
Upcoming SlideShare
Loading in...5
×
 

Complete campaign hrc hate crimes bill

on

  • 411 views

 

Statistics

Views

Total Views
411
Views on SlideShare
411
Embed Views
0

Actions

Likes
0
Downloads
4
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • What do we do for those clients? We help our clients manage over 10 million e-activists. In the past 3 months, our clients have sent an average of nearly 35 million email messages. And we’ve helped our clients raise over $16 million in the last 12 months.
  • We have a bunch of people that do different things and have different relationships with us. For the bulk of people we give them a broad set of messaging. Over the years, Oxfam America has developed a very sophisticated list management strategy, which involves segmenting the email list into a number of different constituent profiles, including donors (online and off), activists, core activists (5+ actions), volunteers, emergency-only donors, and donor activists. To keep from having to manage 18 separate email lists, though, Oxfam uses a single list approach that minimizes extra work. The entire file receives a monthly email newsletter, a quarterly advocacy actino, and quarterly fundriasing appeals. Individual segments receive additional targeted messages; for instance, the activists receive monthly advocacy actions, and the core activists receive an additional monthly offline action alert. Donors receive renewal emails, and invitations to join the monthly partners program. This also forces all of the different departments – communications, policy, field, and development – to sit at a table together and figure out a coherent integrated strategy.
  • We’ve been working with HRC for about 3 years doing advocacy, fundraising, campaign planning, and reporting. When we started working with HRC, they had a very effective program that we could build on, including a great renewals program, a large email list (600,000+ people) and several looming advocacy campaigns. However, their recent fundraising had mostly consisted of occasional fundraising appeals that did not integrate tightly with their advocacy work. Our approach? Given that the majority of their email list had joined around a advocacy issues, we decided to develop a series of integrated advocacy and fundraising campaigns that would draw people into the work of HRC more directly, given them a stake in the issues, and then get them to donate on those specific campaigns.
  • 1 in 6 hate crimes is because of people’s sexual orientation. What we do for HRC – this is one of our more comprehensive engagements, we are responsible for: Assessment & Planning List Building Online Advocacy Online Fundraising Email Newsletter Reporting When we started working with HRC, they had a very effective program that we could build on, including a great renewals program, a large email list (600,000+ people) and several looming advocacy campaigns. However, their recent fundraising had mostly consisted of occasional fundraising appeals that did not integrate tightly with their advocacy work. Our approach? Given that the majority of their email list had joined around a advocacy issues, we decided to develop a series of integrated advocacy and fundraising campaigns that would draw people into the work of HRC more directly, given them a stake in the issues, and then get them to donate on those specific campaigns.
  • Call-in to find out who they’ve had in the past and who isn’t a supporter
  • To help put pressure on the Senate, we asked activists on this campaign to deepen their engagement and send a letter to the editor. 1,500 people participated, 54 letters were actually printed and tracked by HRC.
  • John Kerry sent this email to his list promoting the action, and recruited over 21,000 new activists for HRC.
  • We recruited 5,000 new HRC activists through this ad buy with Care2.com.

Complete campaign hrc hate crimes bill Complete campaign hrc hate crimes bill Presentation Transcript

  • Katherine Mackenzie
  • Who we are
  • 10,310,090 e-Subscribers 35,090,144 Email Messages $16,694,417 in 12 Months
  •  
  • Constituent Profiles Donor Activist Core Activist Volunteer Prospects Donor Activist Members
  •  
  • HRC.org /FightHate 1 in 6 hate crimes
  • Dear Sarah, Every morning, someone you know takes the long way to class. Someone you care about looks over his shoulder on the street. Someone you love fears for her safety. All because people hate them for being who they are.
  • As a constituent and a supporter of the Human Rights Campaign, I am deeply concerned about hate crimes, and I know Rep. (name) has been a supporter of the Local Law Enforcement Hate Crimes Prevention Act. Is that still true?
  • As your constituent, I am disappointed by your vote in opposition to the Local Law Enforcement Hate Crimes Prevention Act.
  •  
  •  
  •  
  • Have you watched this new video yet? Since it was released, we’ve topped 200,000 letters to the Senate in support of a federal hate crimes law.
  • Advocacy Campaign Components
    • Narrative advocacy campaigns tied to real legislation
      • One full-list action alert per month with a goal and deadline
      • Reminder alerts before deadline
      • 1-2 higher threshold advocacy actions
        • Letters to the editor
        • Photo petitions
        • Call-in alerts
        • Petition delivery to district offices
    • Recruitment
      • Viral campaigns
      • Cross promotions
      • Paid advertising
  • Landing Page strategy: Thank you for speaking out in support of hate crimes legislation. If you’d like to do even more to help fight hate, please consider making a donation to Human Rights Campaign.
  • Your response to this week’s call has been amazing: we’ve already raised $40,000 OF OUR $50,000 goal! Can you help push us over the top?
  • Advocacy 300,000+ actions Recruitment 68,000 new e-activists Fundraising $168,000+ raised 3,100 donors (1,500 new)
  • Fundraising Campaign Components
    • Multi-message series
      • Goal
      • Deadline
    • Homepage promotions
    • Social networking
    • Paid advertising
  • Questions?