Sheetal Persaud & Matt Barr - Reaching the Next Generation of Supporters through Integrated Branding Programs

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With increasing competition in the media – how can you ensure your brand is top of mind and heart for potential supporters? Going beyond traditional media channels – this session will cover how you can bring together online, offline, paid and earned media for a successful branding campaign.

We’ll look at case studies of multi-channel branding campaigns and see how each channel works to build on and complement each other. We’ll compare online ads, radio, social media, TV and other branding channels and see which channels work best in which situation. We’ll look at how you can bring your team together – to get marketing, communications, public relations, fundraising and senior management engaged and on board with your branding campaign. And we’ll look at business intelligence for branding – how can you measure and assess your branding campaigns.

Takeaways:
- Tips to integrate multiple channels into a branding campaign
- Ways to measure and assess branding campaigns
- Practical case studies of multi-channel branding campaigns

Published in: Business, Technology
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Sheetal Persaud & Matt Barr - Reaching the Next Generation of Supporters through Integrated Branding Programs

  1. 1. REACHING THE NEXT GENERATIONOF SUPPORTERS THROUGHINTEGRATED BRANDINGPROGRAMS
  2. 2. We provide leadership to nonprofit organizations in using new technologies to market, fundraise, advocate and brand build more effectively. Sheetal Persaud, Fundraising Innovation Consultant, hjc Matt Barr, Fundraising Innovation Consultant, hjc www.hjcnewmedia.com @hjcnewmedia #mcc116/6/2011 proprietary and confidential 2
  3. 3. 6/6/2011 proprietary and confidential 3
  4. 4. 6/6/2011 proprietary and confidential 4
  5. 5. Passion brands have a hard job.... You can’t just shows ads, have great creative and expect people to support you6/6/2011 proprietary and confidential 5
  6. 6. 6/6/2011 proprietary and confidential 6
  7. 7. You’re selling... • Knowledge and awareness of an incredibly meaningful cause • The great feeling that comes from philanthropy • The opportunity to spend time helping others6/6/2011 proprietary and confidential 7
  8. 8. That can be hard to portray...6/6/2011 proprietary and confidential 8
  9. 9. How can you brand your non- profit? Allow others to share your brand Reach people Establish your brand6/6/2011 proprietary and confidential 9
  10. 10. ESTABLISH YOUR BRAND6/6/2011 proprietary and confidential 10
  11. 11. Do you know who you are? • Make sure YOU and your staff/board know your brand • Ensure your brand resonates through all the media you use6/6/2011 proprietary and confidential 11
  12. 12. Consistency = recollection6/6/2011 proprietary and confidential 12
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  14. 14. 6/6/2011 proprietary and confidential 14
  15. 15. 6/6/2011 proprietary and confidential 15
  16. 16. 6/6/2011 proprietary and confidential 16
  17. 17. Consistency can be really simple6/6/2011 proprietary and confidential 17
  18. 18. 6/6/2011 proprietary and confidential 18
  19. 19. Consistency is key 1. Consistent Branding – Secure your brand name, vanity URLs – Customized creative • Branded twitter background • Logo as profile picture/avatar 2. Creating an editorial calendar for consistency – Daily updates – Schedule of upcoming campaigns/events 3. Integration with offline/online – Add social icons to website/blog – Promote via e-mail signature – Mention in DM6/6/2011 proprietary and confidential 19
  20. 20. 6/6/2011 proprietary and confidential 20
  21. 21. 6/6/2011 proprietary and confidential 21
  22. 22. Ensuring a consistent brand experience may sound easy...6/6/2011 proprietary and confidential 22
  23. 23. Disparate teams = disparate branding Communications VolunteeringEvents Fundraising Marketing Public 6/6/2011 proprietary and confidential Relations 23
  24. 24. 6/6/2011 proprietary and confidential 24
  25. 25. “Hives are adjacent to each other, andwhile their members each have roles, fromproducts (honey) and defenders to matesand rulers, these hives allow for fluidinteraction.”-Geoff Livingston6/6/2011 proprietary and confidential 25
  26. 26. How can you be more like a “hive” organisation? • Have connectors (people, processes or meetings with the function of ensuring a consistent brand experience) • Shared resources e.g. documents, work spaces, wikis, calendars6/6/2011 proprietary and confidential 26
  27. 27. REACH PEOPLE WITH YOUR BRAND6/6/2011 proprietary and confidential 27
  28. 28. Who are your audiences?6/6/2011 proprietary and confidential 28
  29. 29. To promote your brand... • You need to know WHO your core audiences are • You need to know WHERE they are6/6/2011 proprietary and confidential 29
  30. 30. Most non profits are dealing with multiple audiences6/6/2011 proprietary and confidential 30
  31. 31. Next Gen: A landmark survey • Released Nov. 2010 • Exploring multi-channel preferences and charitable habits of 4 generations of Canadians • Featured in:  Globe and Mail, Financial Post, CNBC, the NonProfit Times, Charity Village, the Vancouver SunDownload the full report: www.hjcnewmedia.com/nextgen
  32. 32. Gen Y Social Media Habits (% doing regularly) Defining Values 70% 49% 25% 16% Time to give back What’s in it for me? Mobile Habits Online connection 49% Mobile ONLY phone 32% Mobile primary 42% Facebook Mobile app 53% Texters 32 © 2010 Convio, Inc.
  33. 33. Gen X Social Media Habits (% doing regularly) Defining Values 56% 30% 13% 11% 11% Peer-motivated Time vs. money Mobile Habits Online connection 28% Mobile ONLY phone 37% Mobile is primary 27% Facebook mobile app 40% Texters 33 © 2010 Convio, Inc.
  34. 34. Boomers Tech/Media Profile Defining Values 29% Facebook (reg) Support for non profit is (60% Total) planned/deliberate See giving $ as the best way they can 17% Texters help 47% E-newsletters 55% Bank online 33% Shop online 34 © 2010 Convio, Inc.
  35. 35. Civics Tech/Media Profile Defining Values 17% Facebook (reg) Pre-meditated giving (50% Total) Loyal Guarded 5% Texters 48% E-newsletters 57% Bank online 34% Shop online 35 © 2010 Convio, Inc.
  36. 36. How did they first hear about you? Gen Y Boomers Mainstream media 27% Mainstream media 28% Word of mouth 22% Mail 19% School 18% Word of mouth 16% Peer to peer event 14% Work/job 11% Gen X Mainstream media 24% Civics Word of mouth 18% Mail 35% Mail 16% Mainstream media 24% Peer to peer event 11% Word of mouth 18% Work/job 11% Product purchase 11%6/6/2011 proprietary and confidential 36
  37. 37. Online surveys can be effective for audience research • Survey Monkey • Send a survey to everyone you have an email for (volunteers, event participants, staff, donors, advocates etc…) • Track responses back to individuals • Use individual response data to create targeting profiles6/6/2011 proprietary and confidential 37
  38. 38. Questions to ask in market research • How did you first hear about us? • What do you think we do? • What newspapers/radio stations/TV stations do you use regularly? • What social networks on? • Do you live in an urban/suburban/rural? • Age/sex/location/single?6/6/2011 proprietary and confidential 38
  39. 39. People love surveys! • Emails surveys have high response rates6/6/2011 proprietary and confidential 39
  40. 40. With your survey results, create an audience profile Who are they? -Demographics -Psychographics About your brand? -What do you want them to know -What do you want them to feel -Why should they be interested in your brand6/6/2011 proprietary and confidential 40
  41. 41. With your survey results, create audience profiles Who are they? -Demographics -Psychographics About your brand? -What do you want them to know -What do you want them to feel -Why should they be interested in your brand6/6/2011 proprietary and confidential 41
  42. 42. What does this mean for branding? • Depending on your audiences – you can be quite targeted with your branding programs...6/6/2011 proprietary and confidential 42
  43. 43. Your supporters use MANY channels6/6/2011 proprietary and confidential 43
  44. 44. Therefore ...branding campaigns need to be multi-channel • Multi-channel doesn’t have to = expensive • Social media branding campaigns can be inexpensive • Adwords and Facebook ads can be inexpensive • Work with PR to secure “earned” media coverage • Work internally to leverage “owned” media6/6/2011 proprietary and confidential 44
  45. 45. The Library Online
  46. 46. 6/6/2011 proprietary and confidential 48
  47. 47. Adwords • Can reinforce campaigns taking place on “other” media • Be specific with your ads e.g. use full name v.s. acronym6/6/2011 proprietary and confidential 49
  48. 48. A multi-channel branding campaign6/6/2011 proprietary and confidential 50
  49. 49. 6/6/2011 proprietary and confidential 53
  50. 50. Potential forkioskfundraising inmalls, sportsstadiums andother publiclocations 6/6/2011 proprietary and confidential 54
  51. 51. 6/6/2011 proprietary and confidential 55
  52. 52. Tracking is key • Having a multi-channel branding campaign only makes sense if you can actually judge and compare the efficacy of each channel • Some channels will work better for you than others • Need to determine where future efforts should be directed6/6/2011 proprietary and confidential 56
  53. 53. Various ways of measuring branding campaign effectiveness • Recollection • Site visits and landing page performance (time on page, bounce rate, CTR from landing page etc…) • Engagement rate • Fundraising (if a branding campaign is part of a fundraising campaign)6/6/2011 proprietary and confidential 57
  54. 54. Landing Page Views By Source Pageviews from media sources Online Ads Billboard Email S&W Website TV Postcard Adwords Texas Monthly Radio Newspaper6/6/2011 proprietary and confidential 58
  55. 55. Geographic breakdown of visits6/6/2011 proprietary and confidential 59
  56. 56. Revenue ($) 27-Sep-10 29-Sep-10 01-Oct-10 6/6/2011 Radio 03-Oct-10 05-Oct-10 Billboard 07-Oct-10 09-Oct-10 11-Oct-10 Newspaper 13-Oct-10 15-Oct-10 Texas Monthly 17-Oct-10 19-Oct-10 TV 21-Oct-10 Postcard 23-Oct-10 25-Oct-10 27-Oct-10 29-Oct-10 31-Oct-10 02-Nov-10 04-Nov-10 06-Nov-10 TV 08-Nov-10 Radio 10-Nov-10 12-Nov-10 14-Nov-10 Date Online Banner Ad 16-Nov-10 Scott & White Appeal Activity 18-Nov-10 20-Nov-10 22-Nov-10 24-Nov-10 26-Nov-10 Symbolic Gift Mail & Email Appeal 28-Nov-10 30-Nov-10proprietary and confidential 02-Dec-10 Broadcast Voicemail 04-Dec-10 06-Dec-10 TV 08-Dec-10 Billboard 10-Dec-10 Radio Email Appeal 12-Dec-10 14-Dec-10 16-Dec-10 Holiday Appeal Mail Texas Monthly 18-Dec-10 20-Dec-10 22-Dec-10 Newspaper 24-Dec-10 26-Dec-10 TV 28-Dec-10 Radio 30-Dec-10 # of Gifts & Daily Traffic 60 Daily Traffic Daily Revenue Number of Gifts
  57. 57. Google Insights6/6/2011 proprietary and confidential 61
  58. 58. ALLOW OTHERS TO SHARE YOUR BRAND6/6/2011 proprietary and confidential 62
  59. 59. People are sharing their experiences, their passions, their knowledge, their arguments…6/6/2011 proprietary and confidential 63
  60. 60. And many many more things6/6/2011 proprietary and confidential 64
  61. 61. People want to interact Social sharing traffic now accounts for as much as one-third of the amount of traffic driven by search A site receiving 1,000 visits per month from search engines is now receiving 333 of visits through social sharing Courtesy: Sharethis 20096/6/2011 proprietary and confidential 65
  62. 62. Something changed6/6/2011 proprietary and confidential 66
  63. 63. YouTube, Twitter and Facebook has transformed word-of-mouth, increasing it’s potential to influence others6/6/2011 proprietary and confidential 67
  64. 64. There’s trust in advertising, but not as weknew it 6/6/2011 proprietary and confidential 68
  65. 65. 5/24/2011 69
  66. 66. The traditional brand route Your Brand Marketing Events PR / Advertising Website The General Public6/6/2011 proprietary and confidential 70
  67. 67. Today’s Reality Facebook is the #1 social network used by nonprofits – 86% in 2010, up from 74% in 2009 – Drop in avg. community size: 5,391 members (2009) to 2,440 in 2010 Twitter is the social networking outlet of choice with a year-over-year increase of 38% – Average community size grew 627% (286 followers to 1,792 followers in 2010) – Still relatively small community sizes for nonprofits but shows upward movement LinkedIn and YouTube usage remain steady MySpace shows the biggest drop at 45% with nonprofits Source: The Nonprofit Social Media Benchmarks Report, 20106/6/2011 proprietary and confidential 71
  68. 68. And donors are using social media… Use it regularly Use it, but not regularly 80.0% 70.0% 60.0% 50.0% Source: Next Gen Study, 2010 40.0% 30.0% 20.0% 10.0% 0.0% Facebook Twitter MySpace FourSquare Digg YouTube Flickr Picasa Delicious LinkedIn Google Buzz5/24/2011 72
  69. 69. What was your first interaction with the charity you now donate to? Joined a social networking group/online community to stay informed and share information with other people who care about that charity or cause 35.0% 29.9% 30.0% 25.0% 20.0% 19.5% 15.0% 9.8% 9.7% 10.0% 5.0% 0.0% Gen Y Gen X Boomers Matures5/24/2011 73
  70. 70. Are you willing to promote a charity you support on social media? Willing to Promote them today 14.0% 12.3% 12.0% 11.7% 10.0% 7.5% 7.8% 8.0% 6.0% 4.0% 2.0% 0.0% Gen Y Gen X Boomers Matures5/24/2011 74
  71. 71. 5/24/2011 75
  72. 72. Sharing is key • Need to understand the differing preferences across generations • Gen Y and Gen X more open to connecting/promoting your cause – Opportunity: They are also the easiest to reach via social channels • Boomers and Civics as a whole are slower to adopt5/24/2011 76
  73. 73. • Schools got on board • Other community organisation participated • Local media coverage • Viral social media coverage6/6/2011 proprietary and confidential 77
  74. 74. Out came the evangelists6/6/2011 proprietary and confidential 78
  75. 75. Leverage your evangelists
  76. 76. Who are your evangelists? And what tools do you give them to market/fundraise for you?6/6/2011 proprietary and confidential 82
  77. 77. Reputation management6/6/2011 proprietary and confidential 83
  78. 78. Opening up to evangelists means… • You have to deal with negative comments • You are willing to lose some control over branding and voice6/6/2011 proprietary and confidential 84
  79. 79. Are you listening?6/6/2011 proprietary and confidential 85
  80. 80. 6/6/2011 proprietary and confidential 86
  81. 81. 6/6/2011 proprietary and confidential 87
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  83. 83. 6/6/2011 proprietary and confidential 89
  84. 84. 6/6/2011 proprietary and confidential 90
  85. 85. 6/6/2011 proprietary and confidential 91
  86. 86. Commenting Policy6/6/2011 proprietary and confidential 92
  87. 87. Brand management on social networks It’s the personal touch with a sprinkling of logo... People share with people, not logos Create a balance of consistency in mission, message, graphics, yet with a human touch6/6/2011 proprietary and confidential 93
  88. 88. How can you brand your non- profit? Allow others to share your brand Reach people Establish your brand6/6/2011 proprietary and confidential 94

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