Focus on Shared Goals Identify
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? @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign
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. @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign
8 Steps to create a
multichannel campaign plan. @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign
Creating A Multichannel Campaign 1.
Identify Short-Term And Long-Term Goals. Solving World Hunger? NO! @AmyRSWard Raising $25K to support local soup kitchen to distribute 300 meals to homeless people in DC in Dec.? YES! SocialChangeAny5meEverywhere.com @RadCampaign
Creating a Multichannel Campaign Example:
What goals will we achieve by raising $25,000 for the local soup kitchen?” Goal One: To illustrate that homelessness has risen 25% in our city over the last year, resulting in a rising demand for our free meals and job training services. We want donors to understand that every night there are lines of hundreds of hungry people outside of our door waiting for a hot meal. Goal Two: For every $50 donated, 25 homeless people will get a nutritious dinner for one week at our soup kitchen, beginning next week. Goal Three: For every $25 donated, our soup kitchen will provide computertraining 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 has benefitted from eating regularly at our soup kitchen and participating in our jobtraining program. @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign
Creating a Multichannel Campaign 2.
Identify Your Target Do you have an advocacy target? @AmyRSWard Who are you supporters? Are they: • College students • Parents of toddlers • Environmentalists • Insert your supporters here SocialChangeAny5meEverywhere.com @RadCampaign
Creating a Multichannel Campaign Examples
of Core Messages Example One: Pink is Pretty, Breast Cancer is Not – a campaign by the National Coalition of Breast Cancer aimed at deconstructing all of the pink corporatization of breast cancer. Example Two: The Golden Boob Awards: Exposing The Biggest Boobs Of All - a campaign aimed at exposing bogus products that claimed they could better detect changes in breasts or organizations that made false claims about getting/ curing breast cancer. @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign
Steps to Creating Multichannel Campaigns
4. What 2 Key Actions Did NWF Want People To take? 1. Re-share NWF’s updated facts on the oil spill and its impact on wildlife. @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign
Steps to Creating Multichannel Campaigns
4. What 2 Key Actions Did NWF Want People To take? 2. Collect donations via multiple channels – email, website, text-to-give, checks, to get resources where they were needed to help wildlife impacted by oil spill. @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign
Creating a Multichannel Campaign 6.
How Do Your Target Audiences Prefer To Get Info? • • • • @AmyRSWard Direct Mail Email Texting Social Media SocialChangeAny5meEverywhere.com @RadCampaign
Creating a Multichannel Campaign 7.
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, Advertising (on and offline) etc. • Social media strategies and messaging. • Text-to-give messaging 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 for various channels • Thank you messages and fundraising campaign updates. @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign
Creating a Multichannel Campaign 8.
How Will You Reach People In Online Communities? • Niche blogs • Facebook/LinkedIn Groups • Online networks like Care2 or Change.org @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign
Roll-Out A Multichannel Campaign Launch
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. @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign
Roll-Out a Multichannel Campaign •
Follow Your Campaign Calendar • Tailor Messaging To Each Channel • Segment Your List • Conduct A/B Testing • Promote Your Campaign • Measure the Results @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign
What programs, initiatives or campaigns
does your organization have coming up in the next 6 months that you think would make a good multichannel campaign? Pick one to focus on for this exercise. >> Brainstorm three short term and long term objectives for this initiative.
>> Identify your target audiences.
Who is your advocacy target? Who has the power to create the change you are seeking? Who are the target audiences you seek to organize?
>> List 3-4 different actions
you want people to take. These actions should start out as an easy action – such as signing an online petition or pledge. As the campaign unfolds and people take action, what additional actions can people take to stay involved that requires more commitment.
>> Brainstorm ideas to promote
this campaign across multiple channels. What kind of content will you need? Does it already exist and can be edited and tailored for different channels? Or do you need to create the content from scratch?
>> Identify the metrics you’ll
use to evaluate the campaign. What does success look like? How you will track metrics across different online channels? What metrics can you use in real time to know if you’re on track?
Connect with us: Allyson Kapin:
Rad Campaign, Women Who Tech Email: Allyson@radcampaign.com Twitter: @womenwhotech Rad Website: http://www.radcampaign.com Women Who Tech: http://www.womenwhotech.com Amy Sample Ward: NTEN Email: firstname.lastname@example.org Twitter: @amyrsward NTEN Website: http://www.nten.org Blog: http://www.amysampleward.org @AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign