Developing Multichannel Campaigns

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From your website to social media, email to mobile messages, online to offline, multichannel strategies require coordination and creative thinking across teams and departments, and a focus on the core …

From your website to social media, email to mobile messages, online to offline, multichannel strategies require coordination and creative thinking across teams and departments, and a focus on the core of your work beyond any one specific call to action. In this session, we will show you how to craft an online multichannel campaign plan to meet your mission and campaign goals, and how other organizations are successfully integrating multichannel efforts into their work. For example, what happens when you tie your Facebook posts to your online fundraising appeals? What about sending text messages connected to your email actions the next day? Multichannel strategies bring your staff together and connect your community across platforms for more targeted actions. This session provides highlights from the new book Social Change Anytime Everywhere: How to Implement Online Multichannel Strategies to Spark Advocacy, Raise Money, and Engage your Community by Allyson Kapin and Amy Sample Ward and gives you the next steps you need to start working to create real social change online and on the ground.

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  • In the nonprofit space, your supporters and activists are superhero's.
  • How can superheroes save the day since that is their ultimate goal?
  • You need to reach people wherever they are.
  • Or perhaps you are travelling to a new city for business or vacation and checking email and social media on your laptop or mobile devices
  • Waiting at the bus and going to meet a friend for dinner and you see this provocative billboard by the American Red Cross with a QR code that when you scan it prompts you for a donation to help the earthquake victims.
  • For example, Planned Parenthood in Orange County has a texting program where people can text them seven days a week to connect with a certified health educator to learn about sexual and reproductive health, including questions about birth control, pregnancy, sexually transmitted infections, healthy relationships, and more.
  • There was an interesting study conducted by PEW on how text donors to the Haiti disaster relief compare to the national average in terms of tech and social media adoption
  • While there are many social networks that your organization can have a presence on, you may not have the luxury to spend a lot of time and resources on all of them. Pick two or three networks that you know your target audiences are on. And if you’re just starting out and aren’t quite sure where your target audiences are hanging out, it’s worth noting that Facebook, Twitter and YouTube are three networks that rank in the top five most trafficked sites on the Web, so that would be a good place to start.
  • One of the keys in designing multichannel campaigns is to not only reach our heroes but to get them to spread our message and recruit new heroes to the movement. And that is why designing for distribution is critical.
  • People all over the world used Meetup.com ’sMeetup Everywhere feature to register a solidarity event in over a 1000 cities. Four months after the launch of #OccupyWallStreet, there were over 2,800 “Occupy” events on the Meetup Everywhere Map.
  • QR codes can be useful to drive people to take actions and see content, photos, videos online and of course donate money. You can use them in direct mail, at events in print materials and posters, and tickets.
  • Break down long-term goals into small chunks so that people inside and outside the organization feel motivated to join you and help achieve shared goals. Your constituents and even your staff may feel that large-scale goals like ending world hunger are too big for them to really achieve. Instead of inspiring people, it can make them feel powerless and say to themselves “What can I do about it? I’m just one person.” This is especially important because people won’t give you the time of day when they are reading an email appeal or skimming a blog post on your website if they don’t feel empowered to take action or like their action will make a real difference. Frame the campaign around smaller goals with clear targets and ask people to take actions that you know will have tangible results. Finally, connect the smaller goals and actions to the big, long-term objectives so that staff and supporters see how their work today is connected to greater results.
  • Here is an example of of campaign goals that we answered internally for a neighborhood soup kitchen whose mission is to provide warm meals and job training to people who are experiencing homelessness.
  • In advocacy work, we’re usually dealing with two audiences. The first audience is the community we seek to mobilize to take action by calling their Members of Parliment, attending an event, donating to support program priorities, or any number of other actions. The second audience, is the advocacy target and includes the people, legislators, or corporations with the power to create policy, dedicate funds to programs we want to see funded, or implement the change we are advocating. It’s easy to focus our attention primarily on the advocacy targets, but it is just as important to think about the ultimate supporters you are trying to reach to take action.
  • After you identify your objectives, you will need to develop a core message for your campaign. If your audiences were only going to remember one thing about your advocacy campaign, what would it be? This will help you get to the root of your core message. When developing your campaign and messaging, you will also need to share the compelling story behind the issue you are advocating or fundraising for and discuss the immediate need. For example, in a fundraising campaign tell donors how their donation will benefit the organization, program, and those served. Remember, people want to see a tangible impact. You will raise more money if this is clearly highlighted in your fundraising messaging.
  • Determine what kinds of actions will make an impact on your targets. What will influence them? What will they respond to? For example, do you need constituents to call their Members of Congress and encourage them to support a legislative bill that is coming up for a vote? Do you need people to sign a petition to get something on the ballot in your city? Can the problem you identified be changed and is the solution plausible?
  • Once you identify your target audiences, you will want to research how familiar they are with your organization and cause (if you don’t already know or track this). What are they saying about your cause in social communities like Facebook and Twitter? What about on blogs? If your organization is a service provider, what do people say about you on Yelp? Are there pain points around the issue, and if so, what are they? What kinds of actions or discussions motivate or inspire them? What’s not resonating with them?
  • If your audiences are comprised of 65-year-olds, for example, Direct Mail and email may have more impact than trying to reach them on Twitter or mobile texting. But if your target audience is comprised of Millennials (those born between 1980 and 2000), your plan might include video, texting, or engaging with them on Facebook. Though don’t assume older people are not using social networks. Recent surveying has shown that 53 percent of seniors 65 and older are online and using social media to stay connected
  • A campaign calendar is one of the most important parts of multichannel fundraising plans. It maps out the timelines for the entire campaign, helps you plan an engagement ladder with your constituents, and outlines staffing and resources. A good calendar outlines a schedule for drafting, editing, and implementing the campaign and considers the goals, audiences, and channels for each component
  • After you have gone through the steps of creating a plan for your fundraising campaign, the fun part begins: doing it.A email series is often comprised of three appeals, though it can certainly be more, particularly for year-end fundraising campaigns.

Transcript

  • 1. Presented by:Allyson Kapin and Amy Sample Ward Blackbaud. November 27, 2012
  • 2. AgendaHow to create a multichannel campaign plan: • Why is “multichannel” so important? • What to consider before making your plan • 8 steps to a multichannel campaign plan • Things to consider for rolling out your plan @womenwhotech @amyrsward #scanytime
  • 3. Why is “multichannel” so important?
  • 4. Your Supporters Are Superheroes
  • 5. Your Supporters Are SuperheroesThey want to make this world a better place whether it’s donating money or supplies to hurricane Sandy relief organizations like the American Red Cross
  • 6. Your Supporters Are SuperheroesSigning a petition for more pedestrian friendly streets in DC for bikers, walkers, skateboarders, and runners.
  • 7. How Can Organizations HelpSuperheros Save The Day?
  • 8. Reach Them Wherever They Are!And designing and developing multichannel campaigns that gives them the tools totake action whether they are checking out a website on a desktop computer.
  • 9. Reach Them Wherever They Are! Waiting on line for coffee at a local coffee shop checking email on their smartphones.
  • 10. Reach Them Wherever They Are! In route to a new city for business or pleasure
  • 11. Reach Them Wherever They Are! Waiting for the bus and seeing a poster and QR code to donate money to the American Red Cross to help in disaster relief.
  • 12. Mobile Facts You Need To Know Fact: 5.2 Billion Mobile Accounts Worldwide Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone Sources: Pew, Nielsen, and Knotice
  • 13. Mobile Facts You Need To Know
  • 14. Social Media Facts You Need To Know Fact: Americans spend 25% of their time online on social networks.
  • 15. What to consider beforecreating your campaign plan?
  • 16. Focus On Shared GoalsIdentify the topics, causes, and goals that are of most interest to your community,and the most easily shared with their friends, family, and colleagues.
  • 17. Focus On Shared GoalsIdentify Hot Topics:• How did you become aware of our work?• Which of our programs/services/campaigns are you most interested in?• Would you like more information about any of our programs/services/campaigns to share with your friends and family?• What aspects of our work are you least interested in?• What do you think we should focus on together in the coming year?
  • 18. Design For Distribution • First occupy camp started in New York City. • People posted and re-shared information about issues, actions, and personal stories on Twitter and Tumblr, live-streamed video on Vimeo, and shared pictures on their mobile phones.
  • 19. Design For DistributionPeople all over the world used Meetup.com’s Meetup Everywhere feature toregister a solidarity event in over a 1000 cities. Four months after the launch of#OccupyWallStreet, there were over 2,800 “Occupy” events on the map.
  • 20. Cross Channel Promotion: Offline To OnlineOxfam’s Use of QR CodesFor A Benefit Auction• Celebrities donated sentimental items and clothes.• When a potential buyer scanned a QR code on a sales tag with their smartphone, videos of celebrities popped up which featured a personal story behind that item for sale.• For example, “scanning a code on a dress donated by Annie Lennox revealed that she wore it to Nelson Mandela’s 90th birthday party.
  • 21. 8 Steps to create amultichannel campaign plan.
  • 22. Steps To Creating Multichannel Campaign1. Identify Realistic Short-Term And Long-Term Goals And Objectives. Is solving world hunger realistic? Is raising $25K to support a local soup kitchen to distribute 300 meals to homeless people in NO! DC in December realistic? YES!
  • 23. Steps to Creating Multichannel CampaignsIdentify Realistic Short-Term And Long-Term Goals And Objectives.Example: What goals will we achieve by raising $25,000 for the localsoup kitchen?”Goal One: To illustrate that homelessness has risen 25% in our city over thelast year, resulting in a rising demand for our free meals and job trainingservices. We want donors to understand that every night there are lines ofhundreds of hungry people outside of our door waiting for a hot meal.Goal Two: For every $50 donated, 25 homeless people will get a nutritiousdinner for one week at our soup kitchen, beginning next week.Goal Three: For every $25 donated, our soup kitchen will provide computer-training classes to 10 people homeless people we are serving for one month.Goal Four: To tell the personal story of a soup kitchen volunteer who hasbenefitted from eating regularly at our soup kitchen and participating in ourjob-training program.
  • 24. Steps to Creating Multichannel Campaigns2. Identify Your Target? Do you have an advocacy target? Who are you supporters? Are they: • College students • Parents of toddlers • Environmentalists • Insert your supporters here
  • 25. Steps to Creating Multichannel Campaigns3. Craft Your Core Message And Define The Messaging Hook
  • 26. Steps to Creating Multichannel Campaigns4. What Actions Do You Want People Take?
  • 27. Steps to Creating Multichannel Campaigns5. Understand How Your Supporters Think
  • 28. Steps to Creating Multichannel Campaigns6. How Do Your Target Audiences Prefer To Get Info? • Direct Mail • Email • Texting • Social Media
  • 29. Steps to Creating Multichannel Campaigns7. Setup A Campaign Calendar • Email appeals and graphics. • Welcome series for new donors. • Website donation landing pages, graphical callout boxes, and homepage hijacks. • Direct Mail • Telemarketing • Social media strategies and messaging. • Text-to-give messaging if appropriate. • Online or print advertising to promote the campaign, if appropriate. • Fun interactives that don’t ask donors for money. • A/B testing, which is to analyze two different versions of a webpage, appeal, or message to see which is more effective. • Segmenting • Thank you messages and fundraising campaign updates.
  • 30. Steps to Creating Multichannel Campaigns8. How Will You Reach People In Online Communities? • Niche blogs • Facebook/LinkedI n Groups • Online networks like Care2 or Change.org
  • 31. What to consider forrolling out your plan?
  • 32. Roll Out Your Multichannel CampaignLaunch Your Email Series Email 1: Tell the story of the overall campaign, lay out the campaign goals and the impact donors can expect to see from their action. Email 2: Update people on the campaign’s progress. Remind people of the story you shared in the previous appeal. Reinforce the message that you still need their help to make an impact and meet the campaign goals. Email 3: The final message is another update and one last ask for help to truly make that tangible impact and meet your goals.
  • 33. Roll Out Your Multichannel Campaign• Follow Your Campaign Calendar: Launch campaign asks and messaging across different channels – Direct Mail, Email, Social Media, Texting, etc.• Tailor Messaging To Each Channel: Adapt messaging according to tone and length of each channel.• Segment Your List. Identify your activists or donors by segmenting them to personalize your campaign and make your ask more appropriate to their interests and level of engagement. You can also geo-target depending on the campaign.• Conduct A/B Testing. Test different elements of your campaign – subject lines in email, landing page donation forms, graphics, etc.• Promote Your Campaign. Market the heck out of it across multiple channels and communities that your target audiences are hanging out in.• Measure the Results: Bottom line - Did you achieve the change you were seeking?
  • 34. Do It Wrong Quickly Test. Tweak. Repeat.• Focus on 1 objective not 10.• Don’t get lost in “pleasing” everyone – funders, every target audience, staff.• You are not your target audience. Your heroes are!
  • 35. Questions?
  • 36. Order The Bookhttp://www.wiley.com/WileyCDA/WileyTitle/productCd-1118288335.html
  • 37. Connect with us:Allyson Kapin: Rad Campaign, Women Who TechEmail: Allyson@radcampaign.comTwitter: @womenwhotechRad Website: http://www.radcampaign.comWomen Who Tech: http://www.womenwhotech.com Amy Sample Ward: NTEN Email: amy@amysampleward.org Twitter: @amyrsward NTEN Website: http://www.nten.org Blog: http://www.amysampleward.org