LoyaltyNeeds great stories
Who is this person?
On the subject of faithful friends
Heaven
Brands need values
Loyalty over time
What are its values?
What does it offer?
A call to action
New rules of communication
A digital heart
Give back
New media
Personalised – 11 times
Segmentation strategies
Social media
Cool things you could do
It worked
2012 started in 2011
Inclusive
Even more social media
Loyalty of the volunteers
Are you in?
VoteBuilder
Direct Mail
Direct Mail
Single issue topics
A voter’s story
Who cares about coal?
Learnings
Other Learnings•   Share beliefs•   Data is key•   Don’t ask for too much•   Mail is effective•   In tandem•   Retention
NFP •    To be recognised •    Feel good •    Be inspired •    Be part of something •    Be asked •    Be told they have b...
Simon Sinekhttp://www.youtube.com/watch?v=qp0HIF3SfI4
Cesviamo
RNLI
Back to Tom     •   People want:     •   To be recognised     •   To feel good     •   To be inspired     •   To be part o...
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Loyalty starts with great stories - event bpost 29/01/2013]

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Loyalty starts with great stories

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  • He won by 50.9% to 47.3% mainly because he managed to get his voters to the polling stations. From 40m on Facebook in 2008, 160m Americans on FB by 2012. It started with a tweet – leading to the website and the question, Are you in?Romney’s campaign retweeted only one tweet ion the whole campaign.
  • Again, THE COLLECTIBVE, relying on the loyalty of his support…
  • Perhaps the most important thing the Democrats did was invest in VoteBuilder, a data bank of incredible complexity. It gave them The ability for microtargeting. Tax and Terrorism Moderates…Older Suburban Newshounds…
  • New York Times in June reported $46m spend on DM against $36m on digital marketing. So microtargeting told the team, Mail was key.Mail allowed Obama to alter his message state to state, group to group. Precision targeting – to get middleground voters to the polls.
  • New York Times in June reported $46m spend on DM against $36m on digital marketing. Mail allowed Obama to alter his message state to state, group to group. Precision targeting – to get middleground voters to the polls.
  • An example of microtargeting. Lyme disease in Virginia. Named after a town in Connecticut where it was first discovered. A rash that can lead to arthritis…
  • Sarah Vancey – lived in a shared apartment, like ‘Friends’, and was mailed by Obama about Birth Control, Rising Education Costs.Mitt Romney mailed her about coal mining – at her parents address where she no longer lived or voted. In Roanoke.
  • Mitt Romney mailed her about coal mining – at her parents address where she no longer lived or voted.
  • In summary, what can we learn from the Obama campaign? You can do a lot when you have a lot of money!!!!
  • DM is effective but in tandem with e-media, Facebook and email.Lastly, this has been a story about retention. Retention of office through retention of support. Loyalty
  • Tom Ahern in “How to write fund-raising materials” In 2008 according to a BA Trust Study, 38% of high net donors stopped donating. 57% of them said it was because they didn’t feel personally connected. Ironically, many charities are too rational.
  • Inside out communicationMartin Luther King started from the inside…
  • Loyalty starts with great stories - event bpost 29/01/2013]

    1. 1. LoyaltyNeeds great stories
    2. 2. Who is this person?
    3. 3. On the subject of faithful friends
    4. 4. Heaven
    5. 5. Brands need values
    6. 6. Loyalty over time
    7. 7. What are its values?
    8. 8. What does it offer?
    9. 9. A call to action
    10. 10. New rules of communication
    11. 11. A digital heart
    12. 12. Give back
    13. 13. New media
    14. 14. Personalised – 11 times
    15. 15. Segmentation strategies
    16. 16. Social media
    17. 17. Cool things you could do
    18. 18. It worked
    19. 19. 2012 started in 2011
    20. 20. Inclusive
    21. 21. Even more social media
    22. 22. Loyalty of the volunteers
    23. 23. Are you in?
    24. 24. VoteBuilder
    25. 25. Direct Mail
    26. 26. Direct Mail
    27. 27. Single issue topics
    28. 28. A voter’s story
    29. 29. Who cares about coal?
    30. 30. Learnings
    31. 31. Other Learnings• Share beliefs• Data is key• Don’t ask for too much• Mail is effective• In tandem• Retention
    32. 32. NFP • To be recognised • Feel good • Be inspired • Be part of something • Be asked • Be told they have been heard
    33. 33. Simon Sinekhttp://www.youtube.com/watch?v=qp0HIF3SfI4
    34. 34. Cesviamo
    35. 35. RNLI
    36. 36. Back to Tom • People want: • To be recognised • To feel good • To be inspired • To be part of something • To be asked • To be told they have been heard
    37. 37. Thank you

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