Opening Presentation Sf Peppercom


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Feb 26 Council of PR Firms' Non-Profit/Digital Worskshop
Sandy Pfaff, Peppercom and Miles Orkin, American Cancer Society

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  • Opening Presentation Sf Peppercom

    1. 1. Digital Marketing & PR The New Frontier for Non-Profits Sandy Pfaff Miles Orkin Director/West Coast National Director E-Revenue & Mobile Innovation Peppercom American Cancer Society
    2. 2. Living in the Non-Profit World Today… <ul><ul><li>“ No mission without money, no money without mission” </li></ul></ul>
    3. 3. “ Pain Points” For Non-Profits to Overcome <ul><li>Organizations vying for the same dollars and volunteers </li></ul><ul><li>Needs are high, resources are low </li></ul><ul><li>Big organizations inflexible to change </li></ul><ul><li>Small organizations nimble, but with limited resources and infrastructure </li></ul><ul><li>Resources and funds often tied up in the wrong places </li></ul><ul><li>Operating at 1.0 in a 2.0 + world </li></ul>
    4. 5. The Digital Opportunity <ul><li>Cost effective brand awareness and visibility </li></ul><ul><li>Broad reach + one-to-one engagement </li></ul><ul><li>Personalized, targeted fund raising </li></ul><ul><li>Micro-donations </li></ul><ul><li>Volunteer recruitment </li></ul><ul><li>List building </li></ul><ul><li>Measurement/ROI </li></ul>
    5. 6. Why it Works <ul><li>Speed – “in the moment” </li></ul><ul><li>Cost efficient </li></ul><ul><li>Grassroots / viral </li></ul><ul><li>Builds community </li></ul><ul><li>Extends local and global reach </li></ul><ul><li>Contemporizes your brand </li></ul><ul><li>Personal touch and connection </li></ul>
    6. 7. The Digital “Buffet” – Delivering Content <ul><li>Blogs and blogger outreach </li></ul><ul><li>Viral videos </li></ul><ul><li>Call to action emails & ongoing news updates </li></ul><ul><li>Don’t underestimate the power of your own website - blogs, news, videos, podcasts, two-way dialogue with constituents </li></ul>
    7. 8. The Digital “Buffet” – Online Communities <ul><li>Social Networking </li></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Causes </li></ul></ul><ul><ul><li>Fundraising </li></ul></ul><ul><ul><li>Legislative Issues </li></ul></ul><ul><li>Social benefit organizations – using technology for social good </li></ul>
    8. 10. Case Study
    9. 11. Text-to-Give at American Cancer Society <ul><li>How it started ACS looking to expand revenue streams, develop innovative outreach strategies </li></ul><ul><li>How it works End user initiates $5 donation via SMS message on mobile phone in response to call to action (multiple options for CTA) </li></ul><ul><li>Results to date Strong internal affinity, too early to measure performance </li></ul><ul><li>What’s next? Expand program, test and refine tactics, integrate with existing campaigns and programs </li></ul>
    10. 12. Timeline <ul><li>March 2008 ACS looking to expand revenue streams, develop innovative outreach strategies </li></ul><ul><li>July 2008 Initial discussions with Mobile Giving Foundation </li></ul><ul><li>Sept 2008 Text-to-give pilot planned, in support of Making Strides Against Breast Cancer in CA (over 50,000 supporters) </li></ul><ul><li>Oct 2008 Pilot canceled due to carrier issues </li></ul><ul><li>Nov 2008 Proof-of-concept test at UCLA basketball game . </li></ul><ul><li>Dec 2008 Pilot re-start, additional divisions added </li></ul><ul><li>Feb 2009 Pilot launch, only small events only so far </li></ul>
    11. 13. Keys to Success <ul><li>Improve understanding of ideal mediums and tactics for delivering call to action </li></ul><ul><li>Provide turnkey materials for field implementation </li></ul><ul><li>Integrate with existing campaigns - traditional and new media - and other constituent outreach strategies. </li></ul><ul><li>Educate key corporate stakeholders about program parameters and limitations </li></ul>
    12. 14. How it Works
    13. 15. Proof of Concept
    14. 16. Where PR Can Help… <ul><li>As agency of record – paid or pro bono </li></ul><ul><li>Start with “pilot programs” </li></ul><ul><li>Volunteer </li></ul><ul><li>Make a financial commitment to a cause </li></ul><ul><li>Seek out Board opportunities </li></ul><ul><li>Share best practices </li></ul>
    15. 18. Contact: Sandy Pfaff Miles Orkin Peppercom American Cancer Society [email_address] [email_address] 415-633-3224 510-464-8209