Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Campaigns as an Experience of Your Brand

1,952 views

Published on

Slides presented at the 2013 NTEN Nonprofit Technology Conference by Big Duck, Center for Reproductive Rights, Fight Colorectal Cancer, and Fountain House. Together we discussed how nonprofits are using their brands to get more people to understand their nonprofit's message, take action to advance the cause, sign up programs, and raise money to support the mission. Strong brands tell clear, consistent, and compelling stories about who you are. Rather than talking at audiences, smart nonprofits listen, respond, and engage with their participants, donors, advocates, and other community members through integrated campaigns. This session featured a panel of nonprofiteers who shared how they use campaigns to reinforce or shift their organization's brand positioning and personality across a variety of communications channels.

Published in: Technology, Education, Business

Campaigns as an Experience of Your Brand

  1. 1. Campaigns as anExperience of Your Brand#13NTCcampJanna ChanAndrea RoyMichael SolaFarra Trompeter
  2. 2. Session overview• Brandraising• Campaigns• Your Brand & Your Campaign• Case Studies •  Open Door fundraising campaign, Fountain House •  One Million Strong coalition campaign, Fight Colorectal Cancer •  Draw the Line advocacy campaign, Center for Reproductive Rights
  3. 3. Wanna tweet? #13NTCcamp @farra @andlroy @michaelsola @ReproRights
  4. 4. Why do nonprofitscommunicate? bigducknyc.com
  5. 5. bigducknyc.com
  6. 6. bigducknyc.com
  7. 7. bigducknyc.com
  8. 8. bigducknyc.com
  9. 9. Click  to  e__  ____    _____  styles    ____   dit  Master  text   ____  Second levelThird levelFourth level ______   _____ _____Fifth level ____ _____ _____ _____ ____ _____
  10. 10. Click  to  e__  ____    _____  styles    ____   dit  Master  text   ____  Second levelThird levelFourth level ______   _____ _____Fifth level ____ _____ _____ _____ ____ _____
  11. 11. Click  to  e__  ____    _____  styles    ____   dit  Master  text   ____  Second levelThird levelFourth level ______   _____ _____Fifth level ____ _____ _____ _____ ____ _____
  12. 12. bigducknyc.com
  13. 13. Click  to  e__  ____    _____  styles    ____   dit  Master  text   ____  Second levelThird levelFourth level ______   _____ _____Fifth level ____ _____ _____ _____ ____ _____
  14. 14. Click  to  e__  ____    _____  styles    ____   dit  Master  text   ____  Second levelThird levelFourth level ______   _____ _____Fifth level ____ _____ _____ _____ ____ _____
  15. 15. bigducknyc.com
  16. 16. bigducknyc.com
  17. 17. bigducknyc.com
  18. 18. Why do nonprofitslaunch campaigns? bigducknyc.com
  19. 19. bigducknyc.com
  20. 20. bigducknyc.com
  21. 21. bigducknyc.com
  22. 22. How do nonprofitslaunch campaigns? bigducknyc.com
  23. 23. Build a story across channels•  Problem•  Solution•  Action•  Goal•  Timeline bigducknyc.com
  24. 24. bigducknyc.com
  25. 25. Use your campaign to…•  Connect the community with your mission•  Engage/activate your supporters•  Build your list, attract supporters•  Change hearts and minds•  Raise money•  Reinforce, intro, or shift your brand bigducknyc.com
  26. 26. Case studies bigducknyc.com
  27. 27. OURBRAND www.fountainhouse.org
  28. 28. Positioning:Leading the way tomental health throughinnovative workingcommunities. www.fountainhouse.org
  29. 29. Personality:Effective WelcomingGutsy RespectedHopeful FluidInnovative Transformative www.fountainhouse.org
  30. 30. www.fountainhouse.org
  31. 31. OURGOALS www.fountainhouse.org
  32. 32. Raise more moneyIncrease online engagementCommunicate the full rangeof Fountain House’s work tosupporters www.fountainhouse.org
  33. 33. THECAMPAIGN www.fountainhouse.org
  34. 34. Concept:“Open the Door toMental Health” www.fountainhouse.org
  35. 35. www.fountainhouse.org
  36. 36. www.fountainhouse.org
  37. 37. www.fountainhouse.org
  38. 38. www.fountainhouse.org
  39. 39. THERESULTS www.fountainhouse.org
  40. 40. $88,390 was raised overall.34% more gifts were madeonline than in the previous year.$187.78 was the average onlinegift amount, over 3 times theindustry standard. www.fountainhouse.org
  41. 41. ESTABLISHING A CAMPAIGN AROUND A COALITION ONE MISSION. ONE MILLION. GET BEHIND A CURE.
  42. 42. DEVELOPING A NEW CAMPAIGNAND INTEGRATING A NEW LOOK Using FightColorectalCancer.org while establishing CRCMillionStrong.org
  43. 43. THE CHALLENGES•  Maintain brand recognition•  Expanding the mission•  Establishing a play ground separate yet connected•  Connecting the dots•  Reach a different and potentially new levels of engagement
  44. 44. EVOLVING ONE MILLION STRONG The Blue Star – logo used by most Colon Cancer organizations Maintained connection with Blue Star theme and color branding of FightCRC
  45. 45. KEY ELEMENTS OF FIGHTCRC BRANDED EVENTS•  Our Signature Advocacy event: Call-on Congress•  Incorporate “be strong” theme
  46. 46. THE LAUNCH –STRIKING A POSE
  47. 47. Using star power in PSAvideo and print material.•  Charles Kelly•  Frank White
  48. 48. SOCIAL MEDIATwibbon,eStore, PhotoContests
  49. 49. SOCIAL MEDIATwitter, YouTubeand LinkedInusing elements ofthe brand
  50. 50. THE LAUNCH
  51. 51. RESULTS
  52. 52. Resources andinspiration bigducknyc.com
  53. 53. Resources•  Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durham | www.amazon.com•  Our websites •  http://www.bigducknyc.com •  http://www.crcmillionstrong.org/ •  http://www.fightcolorectalcancer.org •  http://www.fountainhouse.org •  http://www.reproductiverights.org •  http://www.drawtheline.org bigducknyc.com
  54. 54. Thanks!© Jeremy Crow bigducknyc.com
  55. 55. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online using #13NTCcamp at www.nten.org/ntc/eval

×