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#Dcnp2016

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#Dcnp2016

  1. 1. HRC Helps Make History At The Supreme Court Tiffany Neill | Ann Crowley | Lesley Hostetter
  2. 2. A M U L T I - C H A N N E L C A S E S T U D Y
  3. 3. 3 • Be Creative: Vary the types of emails to keep donors engaged. • Remember Prospects: Use social media to build your list. • Raise money on the back-end: Post-action donation asks are seamless and effective. HowYOU Can OwnYour Big Moment ThreeTake-Aways:
  4. 4. 2013: IconicYear • HRC web traffic QUADRUPLED on March 26, 2013 • Nearly 100,000 people signed HRC’s petition for marriage equality • 300,000 new Facebook followers • 26,000 new Twitter followers • Millions updated their Facebook profile photos, including celebrities
  5. 5. 5 • Knew lightning wouldn’t strike twice • With more states gaining marriage equality, a federal decision seemed inevitable • Less interest in the press and among public — so HRC had to generate interest and create excitement 2015 Was a Different Story
  6. 6. 6 How Could HRC “Own”The Marriage Equality Moment?
  7. 7. 18 emails, 10 texts, daily social posts, 2 live events, social media ad campaign, 13 versions of strategy memo, lots of meetings! Regular Communication & New Creative Ideas 5 M O N T H O R G A N I Z A T I O N - W I D E P L A N T O : ✔ Raise awareness ✔ Launch major advocacy effort ✔ Increase engagement ✔ Mobilize support
  8. 8. 8 Strategic Blueplan Version #13
  9. 9. 9 • Position HRC as trusted voice in biggest LGBT victory yet • Inform and engage members • Increase email list size • Increase the mobile action network • Leverage already-planned matching gift fundraising campaign • Be the source for SCOTUS news on decision day Plant the seeds for the next campaign… Campaign Goals TIP: It’s never too early to plan for your next message.
  10. 10. 10 Engagement Plan
  11. 11. 11 CampaignStarts … In the Mail
  12. 12. 12 Email 1 –Video Launch RESULTS: ✔ 16,000 Views ✔ 10,000 Petitions Signed
  13. 13. 13 NEW WAY TO TURN THE INTERNET RED RESULTS: ✔ Highest CTR of the campaign at 1.04% TIP: You don’t have to reinvent the wheel!
  14. 14. 14 INFOGRAPHIC: EMAILED AND PUSHED OUT ON SOCIAL RESULTS: ✔ 2nd highest action rate of the campaign
  15. 15. 15 SPECIAL MESSAGING TO LOCAL AUDIENCE TIP: Don’t forget your key audiences!
  16. 16. 16 RESULTS: ✔ 34,000 people signed up for mobile alerts!
  17. 17. 17 HEARTFELT MESSAGE FROM PLAINTIFF JIM OBERGEFELL: CONNECT TO CAUSE
  18. 18. 18 RE-SENT PETITION EMAIL WITH NEW SPIN
  19. 19. 19 LIST BUILDING: TARGETED FACEBOOK ADS TIP: No money for FB ads? Regular posts linking to your action alert work too!
  20. 20. 20 Fundraising Plan
  21. 21. 21 POST-ACTION DONATION FORMS RESULTS: ✔ $50,000 raised! TIP: Maximize every opportunity to slip in a fundraising ask.
  22. 22. 22 • Six-series email campaign RESULTS: ✔ $135,000 raised (107% lift over previous year)
  23. 23. 23 LIST BUILD WITH INCENTIVE ON FACEBOOK
  24. 24. 24 Decision Day Plan
  25. 25. 25
  26. 26. 26 How’dWe Do?
  27. 27. 27
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  29. 29. 29
  30. 30. 30
  31. 31. 31 ✔ Plan far in advance ✔ Remain nimble ✔ Think creatively ✔ Use aggressive outreach ✔ Incorporate all channels ✔ Involve all departments Take Advantage of YOUR Moment!
  32. 32. 32 HRC Helps Make History at the Supreme Court ANN: ann.crowley@hrc.org LESLEY: lhostetter@lautmandc.com TIFFANY: tneill@lautmandc.com

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