Loyalty starts with great stories - event bpost 29/01/2013]
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Loyalty starts with great stories - event bpost 29/01/2013]
- 2. Who is this person?
- 3. On the subject of faithful friends
- 4. Heaven
- 7. What are its values?
- 8. What does it offer?
- 9. A call to action
- 10. New rules of communication
- 11. A digital heart
- 12. Give back
- 13. New media
- 14. Personalised – 11 times
- 16. Social media
- 17. Cool things you could do
- 18. It worked
- 19. 2012 started in 2011
- 20. Inclusive
- 21. Even more social media
- 22. Loyalty of the volunteers
- 23. Are you in?
- 24. VoteBuilder
- 25. Direct Mail
- 26. Direct Mail
- 28. A voter’s story
- 29. Who cares about coal?
- 30. Learnings
- 31. Other Learnings • Share beliefs • Data is key • Don’t ask for too much • Mail is effective • In tandem • Retention
- 32. NFP • To be recognised • Feel good • Be inspired • Be part of something • Be asked • Be told they have been heard
- 34. Cesviamo
- 35. RNLI
- 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. Thank you
Editor's Notes
- 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…