Campaigns as an Experience of Your Brand
•
7 likes•1,543 views
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.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
Similar to Campaigns as an Experience of Your Brand
Similar to Campaigns as an Experience of Your Brand (20)
More from Farra Trompeter, Big Duck
More from Farra Trompeter, Big Duck (19)
Recently uploaded
Recently uploaded (20)
Campaigns as an Experience of Your Brand
- 1. Campaigns as an Experience of Your Brand #13NTCcamp Janna Chan Andrea Roy Michael Sola Farra Trompeter
- 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. Wanna tweet? #13NTCcamp @farra @andlroy @michaelsola @ReproRights
- 4. Why do nonprofits communicate? bigducknyc.com
- 9. Click to e__ ____ _____ styles ____ dit Master text ____ Second level Third level Fourth level ______ _____ _____ Fifth level ____ _____ _____ _____ ____ _____
- 10. Click to e__ ____ _____ styles ____ dit Master text ____ Second level Third level Fourth level ______ _____ _____ Fifth level ____ _____ _____ _____ ____ _____
- 11. Click to e__ ____ _____ styles ____ dit Master text ____ Second level Third level Fourth level ______ _____ _____ Fifth level ____ _____ _____ _____ ____ _____
- 12. bigducknyc.com
- 13. Click to e__ ____ _____ styles ____ dit Master text ____ Second level Third level Fourth level ______ _____ _____ Fifth level ____ _____ _____ _____ ____ _____
- 14. Click to e__ ____ _____ styles ____ dit Master text ____ Second level Third level Fourth level ______ _____ _____ Fifth level ____ _____ _____ _____ ____ _____
- 15. bigducknyc.com
- 16. bigducknyc.com
- 17. bigducknyc.com
- 18. Why do nonprofits launch campaigns? bigducknyc.com
- 19. bigducknyc.com
- 20. bigducknyc.com
- 21. bigducknyc.com
- 22. How do nonprofits launch campaigns? bigducknyc.com
- 23. Build a story across channels • Problem • Solution • Action • Goal • Timeline bigducknyc.com
- 24. bigducknyc.com
- 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. Case studies bigducknyc.com
- 27. OUR BRAND www.fountainhouse.org
- 28. Positioning: Leading the way to mental health through innovative working communities. www.fountainhouse.org
- 29. Personality: Effective Welcoming Gutsy Respected Hopeful Fluid Innovative Transformative www.fountainhouse.org
- 31. OUR GOALS www.fountainhouse.org
- 32. Raise more money Increase online engagement Communicate the full range of Fountain House’s work to supporters www.fountainhouse.org
- 33. THE CAMPAIGN www.fountainhouse.org
- 34. Concept: “Open the Door to Mental Health” www.fountainhouse.org
- 39. THE RESULTS www.fountainhouse.org
- 40. $88,390 was raised overall. 34% more gifts were made online than in the previous year. $187.78 was the average online gift amount, over 3 times the industry standard. www.fountainhouse.org
- 41. ESTABLISHING A CAMPAIGN AROUND A COALITION ONE MISSION. ONE MILLION. GET BEHIND A CURE.
- 45. DEVELOPING A NEW CAMPAIGN AND INTEGRATING A NEW LOOK Using FightColorectalCancer.org while establishing CRCMillionStrong.org
- 46. 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
- 47. 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
- 48. KEY ELEMENTS OF FIGHTCRC BRANDED EVENTS • Our Signature Advocacy event: Call-on Congress • Incorporate “be strong” theme
- 50. THE LAUNCH – STRIKING A POSE
- 51. Using star power in PSA video and print material. • Charles Kelly • Frank White
- 53. SOCIAL MEDIA Twitter, YouTube and LinkedIn using elements of the brand
- 54. THE LAUNCH
- 57. RESULTS
- 73. Resources and inspiration bigducknyc.com
- 74. 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
- 75. Thanks! © Jeremy Crow bigducknyc.com
- 76. Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad! or Online using #13NTCcamp at www.nten.org/ntc/eval