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What Charities Can Learn From The Obama Campaign

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Barack Obama's campaign for the US presidency provides some useful lessons for the voluntary sector. All charities, big and small, can learn from the tactics used by the campaign, and its successful marriage of new online techniques with classic campaigning methods.

Published in: News & Politics
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What Charities Can Learn From The Obama Campaign

  1. 1. What charities can learn from the Obama Campaign Jennifer Shea, Research Director Gemma Tracey, Researcher Telephone: (020) 7426 8888 Email: gemma.tracey@nfpsynergy.net Web: www.nfpsynergy.net
  2. 4. Why all the interest in Ohio? Where IS Ohio?
  3. 5. Agenda <ul><li>Introduction </li></ul><ul><li>A consistent message and a strong and OPEN campaign </li></ul><ul><li>Using new media to enhance (not replace) traditional campaigning </li></ul><ul><li>Keeping up the momentum </li></ul>
  4. 6. An OPEN Campaign <ul><li>O n demand </li></ul><ul><li>P ersonal </li></ul><ul><li>E ngaging </li></ul><ul><li>N etworks </li></ul>Source: Resource Interactive, http://theopenbrand.resource.com/framework.php
  5. 7. The importance of a consistent message “ Obama almost never delivered a speech from a lectern unless it was festooned with the word “change”. On Election Day, 34% of the voters said that they were looking for change, and nearly 90% of those voters chose Obama.” Ryan Lizza, The New Yorker, 17 th November 2008
  6. 9. Creating a strong visual brand Americans Abroad for Obama First Americans for Obama Jewish Americans for Obama Obama Kids LGBT Americans for Obama Veterans for Obama Republicans for Obama
  7. 10. Ceding some control to supporters can bring huge rewards
  8. 11. … but be prepared!
  9. 12. <ul><li>Introduction </li></ul><ul><li>A consistent message and a strong and OPEN Brand </li></ul><ul><li>Using new media to enhance (not replace) traditional campaigning </li></ul><ul><li>Keeping up the momentum </li></ul>
  10. 13. Email No. 1 – be specific with deadlines
  11. 14. Email No. 2 – make supporters feel connected to something bigger
  12. 15. Obama’s background as a community organiser
  13. 16. Email No. 3 – Give supporters the tools to get involved
  14. 18. Email No. 4 – Give supporters a voice
  15. 19. Email No. 5 – Make it easy for people to get involved
  16. 20. Website screenshot No. 1 – Easy to sign up
  17. 21. Website screenshot No. 2 – local information
  18. 22. Website screenshot No. 3 – show people how they are making a difference
  19. 23. <ul><li>Introduction </li></ul><ul><li>A consistent message and a strong and OPEN Brand </li></ul><ul><li>Using new media to enhance (not replace) traditional campaigning </li></ul><ul><li>Keeping up the momentum </li></ul>
  20. 24. Website screenshot No. 4 – Don’t forget to say thanks!
  21. 25. Follow-up email No. 1 – Keep supporters involved
  22. 26. Website screenshot No. 2 – Moving on, with supporters
  23. 27. What can charities learn? <ul><li>Use new media to capitalise on supporters’ existing networks and build engagement </li></ul><ul><li>Give supporters the tools they need to be activists </li></ul><ul><li>Trust supporters and give them a voice </li></ul><ul><li>Keep supporters on board after a goal is achieved </li></ul>

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