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HRC Helps Make History
At The Supreme Court
Tiffany Neill | Ann Crowley | Lesley Hostetter
A M U L T I - C H A N N E L
C A S E S T U D Y
3
• Be Creative: Vary the types of emails to keep donors
engaged.
• Remember Prospects: Use social media to build your lis...
2013: IconicYear
• HRC web traffic QUADRUPLED on March 26, 2013
• Nearly 100,000 people signed HRC’s petition for marriage...
5
• Knew lightning wouldn’t strike twice
• With more states gaining marriage equality, a federal
decision seemed inevitabl...
6
How Could HRC “Own”The
Marriage Equality Moment?
18 emails, 10 texts, daily social
posts, 2 live events, social media ad
campaign, 13 versions of strategy
memo, lots of me...
8
Strategic Blueplan Version #13
9
• Position HRC as trusted voice in biggest LGBT victory yet
• Inform and engage members
• Increase email list size
• Inc...
10
Engagement Plan
11
CampaignStarts … In the Mail
12
Email 1 –Video Launch
RESULTS:
✔ 16,000 Views
✔ 10,000 Petitions Signed
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 wh...
14
INFOGRAPHIC: EMAILED AND PUSHED OUT ON SOCIAL
RESULTS:
✔ 2nd highest action rate
of the campaign
15
SPECIAL MESSAGING TO LOCAL AUDIENCE
TIP: Don’t forget your
key audiences!
16
RESULTS:
✔ 34,000 people signed up
for mobile alerts!
17
HEARTFELT MESSAGE FROM PLAINTIFF JIM OBERGEFELL: CONNECT TO CAUSE
18
RE-SENT PETITION EMAIL WITH NEW SPIN
19
LIST BUILDING: TARGETED FACEBOOK ADS
TIP: No money for FB ads?
Regular posts linking to
your action alert work too!
20
Fundraising Plan
21
POST-ACTION DONATION FORMS
RESULTS:
✔ $50,000 raised!
TIP: Maximize every
opportunity to slip in a
fundraising ask.
22
• Six-series email campaign
RESULTS:
✔ $135,000 raised
(107% lift over previous year)
23
LIST BUILD WITH INCENTIVE ON FACEBOOK
24
Decision Day Plan
25
26
How’dWe Do?
27
28
29
30
31
✔ Plan far in advance
✔ Remain nimble
✔ Think creatively
✔ Use aggressive outreach
✔ Incorporate all channels
✔ Involve...
32
HRC Helps Make History
at the Supreme Court
ANN: ann.crowley@hrc.org
LESLEY: lhostetter@lautmandc.com
TIFFANY: tneill@l...
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Lautman and HRC at Supreme Court

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  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
  28. 28. 28
  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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