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Social Change Anytime Everywhere: Best Practices to Build a Multichannel Campaign Plan


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From your website to social media, email to mobile messages, online to offline, multichannel strategies require coordination and creative thinking across teams and departments, and a focus on the core of your work beyond any one specific call to action. In this session, we will show you how to craft an online multichannel campaign plan to meet your mission and campaign goals, and how other organizations are successfully integrating multichannel efforts into their work. For example, what happens when you tie your Facebook posts to your online fundraising appeals? What about sending text messages connected to your email actions the next day? Multichannel strategies bring your staff together and connect your community across platforms for more targeted actions. This session provides highlights from the new book Social Change Anytime Everywhere: How to Implement Online Multichannel Strategies to Spark Advocacy, Raise Money, and Engage your Community by Allyson Kapin and Amy Sample Ward and gives you the next steps you need to start working to create real social change online and on the ground.

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Social Change Anytime Everywhere: Best Practices to Build a Multichannel Campaign Plan

  1. 1. Social Change Anytime Everywhere: Best Practices to Build a Multichannel Campaign Plan Amy Sample Ward & Allyson Kapin February 27, 2013A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. Today’s Speakers Amy Sample Ward Allyson Kapin Membership Director Co-Founder NTEN - Nonprofit Technology Network Rad CampaignAssisting with chat questions: Hosting:Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. Best Practices to Build a Multichannel Campaign Plan@AmyRSWard
  6. 6. Why is “multichannel” so important?@AmyRSWard
  7. 7. Your Supporters Are Superheroes @AmyRSWard
  8. 8. Your Supporters Are Superheroes @AmyRSWard
  9. 9. Your Supporters Are Superheroes @AmyRSWard
  10. 10. Help Them Save the Day@AmyRSWard
  11. 11. Reach Them Wherever They Are@AmyRSWard
  12. 12. Reach Them Wherever They Are@AmyRSWard
  13. 13. Reach Them Wherever They Are@AmyRSWard
  14. 14. Reach Them Wherever They Are@AmyRSWard
  15. 15. Mobile Facts to Know Fact: 5.2 Billion Mobile Accounts Worldwide Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone@AmyRSWard
  16. 16. Mobile Facts to Know@AmyRSWard
  17. 17. Social Media Facts to KnowFact: Americans spend 25% of their time online on social networks.@AmyRSWard
  18. 18. What to consider before creating your multichannel campaign plan?@AmyRSWard
  19. 19. Focus on Shared Goals@AmyRSWard
  20. 20. Focus on Shared GoalsIdentify 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
  21. 21. 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
  22. 22. Design for Distribution@AmyRSWard
  23. 23. Cross-Channel PromotionOxfam’s Use ofQR CodesFor A Benefit Auction @AmyRSWard
  24. 24. 8 Steps to create a multichannel campaign plan.@AmyRSWard
  25. 25. Creating A Multichannel Campaign 1. Identify Short-Term And Long-Term Goals.Solving World Hunger? Raising $25K to support local soup kitchen to distribute 300 meals to NO! homeless people in DC in Dec.? YES! @AmyRSWard
  26. 26. Creating a Multichannel CampaignExample: What goals will we achieve by raising $25,000 for the local soupkitchen?”Goal One: To illustrate that homelessness has risen 25% in our city over the lastyear, resulting in a rising demand for our free meals and job training services. Wewant donors to understand that every night there are lines of hundreds of hungrypeople outside of our door waiting for a hot meal.Goal Two: For every $50 donated, 25 homeless people will get a nutritious dinnerfor one week at our soup kitchen, beginning next week.Goal Three: For every $25 donated, our soup kitchen will provide computer-training 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 hasbenefitted from eating regularly at our soup kitchen and participating in our job-training program. @AmyRSWard
  27. 27. Creating a Multichannel Campaign 2. Identify Your TargetDo you have an advocacy target? Who are you supporters? Are they: • College students • Parents of toddlers • Environmentalists • Insert your supporters here @AmyRSWard
  28. 28. Creating a Multichannel Campaign3. Craft Your Core Message And Define The Messaging Hook @AmyRSWard
  29. 29. Creating a Multichannel Campaign 4. What Actions Do You Want People Take? @AmyRSWard
  30. 30. Creating a Multichannel Campaign 5. Understand How Your Supporters Think @AmyRSWard
  31. 31. Creating a Multichannel Campaign 6. How Do Your Target Audiences Prefer To Get Info? • Direct Mail • Email • Texting • Social Media @AmyRSWard
  32. 32. 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
  33. 33. Creating a Multichannel Campaign8. How Will You Reach People In Online Communities? • Niche blogs • Facebook/LinkedIn Groups • Online networks like Care2 or @AmyRSWard
  34. 34. What to consider for rolling out your multichannel campaign plan?@AmyRSWard
  35. 35. 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
  36. 36. 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
  37. 37. Do It Wrong Quickly• Focus on 1 objective not 10.• Don’t get lost in “pleasing” everyone – funders, every target audience, staff.• You are not your target audience. Your heroes are! @AmyRSWard
  38. 38. Thank @AmyRSWard
  39. 39. Connect with us:Allyson Kapin: Rad Campaign, Women Who TechEmail: Allyson@radcampaign.comTwitter: @womenwhotechRad Website: http://www.radcampaign.comWomen Who Tech: Amy Sample Ward: NTEN Email: Twitter: @amyrsward NTEN Website: Blog:
  40. 40. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: