This is an analysis of the Heart Truth campaign. This is for educational purposes as part of an assignment for a Public Relations and Advertising class at DePaul University. I do not own any rights as an author of this campaign.
How to Maximize Your Year-End Donations with Mobilemobilecommons
You've spent months planning your end-of-year fundraising campaign: carefully analyzing last year's data, scheduling messages and testing the perfect ask. But are you making the best use of your mobile program to maximize donations? Join Mobile Commons and interactive marketing consultant John Brian McCarthy for a webinar on how you can keep your mobile activists engaged in your organization and increase their contributions to your mission, year-after-year.
BlogWell Chicago Social Media Case Study: Humana, presented by Chuck StephensSocialMedia.org
In his BlogWell Chicago presentation, Humana's Social Media Marketing Consultant, Chuck Stephens, explains how they brought their newly launched brand positioning to life through an inspiring social media campaign.
He goes into detail about how they rolled out the campaign by engaging their internal community of employees first, and then promoting it on to their Facebook page to customers.
How to Maximize Your Year-End Donations with Mobilemobilecommons
You've spent months planning your end-of-year fundraising campaign: carefully analyzing last year's data, scheduling messages and testing the perfect ask. But are you making the best use of your mobile program to maximize donations? Join Mobile Commons and interactive marketing consultant John Brian McCarthy for a webinar on how you can keep your mobile activists engaged in your organization and increase their contributions to your mission, year-after-year.
BlogWell Chicago Social Media Case Study: Humana, presented by Chuck StephensSocialMedia.org
In his BlogWell Chicago presentation, Humana's Social Media Marketing Consultant, Chuck Stephens, explains how they brought their newly launched brand positioning to life through an inspiring social media campaign.
He goes into detail about how they rolled out the campaign by engaging their internal community of employees first, and then promoting it on to their Facebook page to customers.
How 6 associations rocked influencer marketingJustin Mulfati
Many professional associations and societies struggle with staying relevant and connecting with their members in fresh ways. Association professionals wear so many hats and often either, don’t have the time, know-how, or resources to execute multi-channel association marketing campaigns. But cultivating your community doesn’t need to be so difficult when you consider you have first-class influencers right under your nose. See how these 6 associations empowered the members of their community to engage with the general public and even make the world a better place.
BlogWell Chicago Social Media Case Study: McCormick, presented by Jennifer La...SocialMedia.org
In her BlogWell Chicago presentation, McCormick's Senior Manager of Digital Marketing and Social Media, Jennifer LaFrance, shares how they differentiated their Gourmet brand in the social space through a mix of content, utility, and an awesome contest.
She goes into detail about how they are using Facebook as the brand's central hub with an tool that creates community amongst their fans around hosting dinner parties.
https://bloomerang.co/resources/speaking/
Fundraisers spend a lot of time acquiring new donors, and with good cause. However, in order to create a long-lasting relationship, the most critical gift isn’t the first; it’s the second.
In this session, we will make the case for why development professionals should concentrate on acquiring a donor’s second gift in order to achieve sustainable funding, high donor retention rates and high donor lifetime values.
You’ll see examples that can be implemented by any organization, whether you are a one-person shop or a large development department. The results can be astounding when put into daily use!
Learning Outcomes:
Explore current research on donor loyalty and retention
Understand the importance of donor lifetime value
Learn new donor communications techniques that get the second gift
Using Stories to Get the Second Gift (NSFA 2018)Bloomerang
https://bloomerang.co/resources/speaking/
Fundraisers spend a lot of time acquiring new donors, and with good cause. However, in order to create a long-lasting relationship, the most critical gift isn’t the first; it’s the second.
In this session, nonprofit technology veteran Jay Love will make the case for why donors should concentrate on acquiring a donor’s second gift in order to achieve sustainable funding, high donor retention rates and high donor lifetime values.
You’ll see examples that can be implemented by any organization, whether you are a one-person shop or a large development department. The results can be astounding when put into daily use!
Learning Outcomes:
Explore current research on donor loyalty and retention
Understand the importance of donor lifetime value
Learn new donor communications techniques that get the second gift
Social media marketing for smb by stephanie wstartupbisnis
"Social Media Marketing for SMB" by Stephanie Wiriahardja (Stephawie) Community Celebratoire Hootsuite in Startupbisnis Meetup 3 "Social Media Marketing for UKM.
A short presentation introducing the concept of social media for SMBs. Presented at Microsoft Indonesia office for StartupBisnis' event in December 2012.
5 “Must Do’s” for Year End Fundraising SuccessBloomerang
https://bloomerang.co/resources/webinars
Lori L. Jacobwith will show you five powerful and simple “must do’s” to cut through year-end fundraising noise, help increase your Giving Tuesday success, and increase donor retention.
What Fundraisers Can Do to Retain Year-End DonorsBloomerang
So you've generated a lot of new donations during the final weeks of the year. Now what? Will they give again?
Let's figure out how to get the next gift in 2022!
In this session you’ll learn:
Easy, actionable tips to keep those donors giving over the long term
The research you really need to know conducted by the nonprofit sector’s leading authorities on building donor loyalty
Whether you are a large or small organization, these donor retention strategies can work wonders for your bottom line. If you put these principles into action, you'll see astounding results.
How to Identify and Pull From Your Philanthropic Bench: Tapping Into Gen Y & ...Bloomerang
https://bloomerang.co/resources/webinars/
Dominique Calixte will equip you with the knowledge and resources to include Millennials and Gen Z in your fundraising strategy successfully.
Identity Web2.0 :* *Building a Brand Presence OnlineJohn Lambie
What is Web2.0?
What was Web1.0?
Key technologies, tools and media available
Web2.0 branding checklist
Cases study:
Coke: A brand that gets it…Sometimes
Appendix: Web 3.0
How 6 associations rocked influencer marketingJustin Mulfati
Many professional associations and societies struggle with staying relevant and connecting with their members in fresh ways. Association professionals wear so many hats and often either, don’t have the time, know-how, or resources to execute multi-channel association marketing campaigns. But cultivating your community doesn’t need to be so difficult when you consider you have first-class influencers right under your nose. See how these 6 associations empowered the members of their community to engage with the general public and even make the world a better place.
BlogWell Chicago Social Media Case Study: McCormick, presented by Jennifer La...SocialMedia.org
In her BlogWell Chicago presentation, McCormick's Senior Manager of Digital Marketing and Social Media, Jennifer LaFrance, shares how they differentiated their Gourmet brand in the social space through a mix of content, utility, and an awesome contest.
She goes into detail about how they are using Facebook as the brand's central hub with an tool that creates community amongst their fans around hosting dinner parties.
https://bloomerang.co/resources/speaking/
Fundraisers spend a lot of time acquiring new donors, and with good cause. However, in order to create a long-lasting relationship, the most critical gift isn’t the first; it’s the second.
In this session, we will make the case for why development professionals should concentrate on acquiring a donor’s second gift in order to achieve sustainable funding, high donor retention rates and high donor lifetime values.
You’ll see examples that can be implemented by any organization, whether you are a one-person shop or a large development department. The results can be astounding when put into daily use!
Learning Outcomes:
Explore current research on donor loyalty and retention
Understand the importance of donor lifetime value
Learn new donor communications techniques that get the second gift
Using Stories to Get the Second Gift (NSFA 2018)Bloomerang
https://bloomerang.co/resources/speaking/
Fundraisers spend a lot of time acquiring new donors, and with good cause. However, in order to create a long-lasting relationship, the most critical gift isn’t the first; it’s the second.
In this session, nonprofit technology veteran Jay Love will make the case for why donors should concentrate on acquiring a donor’s second gift in order to achieve sustainable funding, high donor retention rates and high donor lifetime values.
You’ll see examples that can be implemented by any organization, whether you are a one-person shop or a large development department. The results can be astounding when put into daily use!
Learning Outcomes:
Explore current research on donor loyalty and retention
Understand the importance of donor lifetime value
Learn new donor communications techniques that get the second gift
Social media marketing for smb by stephanie wstartupbisnis
"Social Media Marketing for SMB" by Stephanie Wiriahardja (Stephawie) Community Celebratoire Hootsuite in Startupbisnis Meetup 3 "Social Media Marketing for UKM.
A short presentation introducing the concept of social media for SMBs. Presented at Microsoft Indonesia office for StartupBisnis' event in December 2012.
5 “Must Do’s” for Year End Fundraising SuccessBloomerang
https://bloomerang.co/resources/webinars
Lori L. Jacobwith will show you five powerful and simple “must do’s” to cut through year-end fundraising noise, help increase your Giving Tuesday success, and increase donor retention.
What Fundraisers Can Do to Retain Year-End DonorsBloomerang
So you've generated a lot of new donations during the final weeks of the year. Now what? Will they give again?
Let's figure out how to get the next gift in 2022!
In this session you’ll learn:
Easy, actionable tips to keep those donors giving over the long term
The research you really need to know conducted by the nonprofit sector’s leading authorities on building donor loyalty
Whether you are a large or small organization, these donor retention strategies can work wonders for your bottom line. If you put these principles into action, you'll see astounding results.
How to Identify and Pull From Your Philanthropic Bench: Tapping Into Gen Y & ...Bloomerang
https://bloomerang.co/resources/webinars/
Dominique Calixte will equip you with the knowledge and resources to include Millennials and Gen Z in your fundraising strategy successfully.
Identity Web2.0 :* *Building a Brand Presence OnlineJohn Lambie
What is Web2.0?
What was Web1.0?
Key technologies, tools and media available
Web2.0 branding checklist
Cases study:
Coke: A brand that gets it…Sometimes
Appendix: Web 3.0
SickKids Foundation executed an integrated campaign that moved beyond traditional marketing and fundraising. Audience engagement platforms led to greater awareness of children’s health, a boost in fundraising dollars, and overall - outstanding results.
A fundraising how to for those participating in the Arthritis Foundation's California Cost Classic Bicycle Tour and People's Coast Classic Bicycle Tour.
The launch of the Versus Arthritis brand CharityComms
Shree Rajani, head of communications and Bronte McConnell, social media manager, Versus Arthritis
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Tesco Charity Partnership: The power of 3. Brand Breakfast: When brands meet,...CharityComms
Jenna Hall, programme director, Tesco Charity Partnership
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Working with partners to amplify your message: launching #IAMWHOLE | Behind t...CharityComms
Andrew Mortimer, communications manager, YMCA and Martha Robinson, head of communications and engagement, NHS Brighton and Hove Clinical Commissioning Group
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Defining our brand purpose and personality | Brand strategy and story | Brand...CharityComms
Kellie Stewart, head of communications and public affairs, Brain Research Trust
Sally Shire, trustee, Brain Research Trust and former global brand director, Aviva
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
A session about Crowd-Funding given by Nick Burne at THINK Consulting Solutions at the IOF National Convention in July 2011 with Ed Whiting from WeDidThis and Tamasine Johnson from the National Trust.
Re american d iabetes association multi-genere pr plan
Diet Coke Social Media Campaign Study
1. Engaging Components of the Heart
Truth Social Media Campaign
Rocio Isaac. DePaul University
2. Overview of Campaign
• Sponsored by the Heart, Lung and Blood Institute (NHLBI).
• The nation's leading organization to promote heart disease
awareness:
"The Heart Truth" concept is that one in four
American women dies of heart disease."
• Goal: Bring awareness about heart disease among women.
• Targets women ages 40-60.
• Red Dress is the symbol for the cause.
3. Overview: Brief Research
• Diet Coke Partnership.
• The Heart Truth logo on can.
• Red Dress
o It is a symbol to express urgency
in women pertaining to heart health.
4. Why do a Heart Truth
Campaign?
• The Heart Truth campaign began in response
to recommendations of more than 70 experts
in women's health who met in March 2001 to
develop a national action plan to reduce the
toll of heart disease on American women.
o A lot of focus groups done across the country.
Why Diet Coke?
o A lot of women drink Diet Coke.
o Very recognizable brand.
5. Heart Truth 2011 Campaign
• Heidi Klum, Diet Coke and the NHLBI
partnered to create a national campaign.
• Diet Coke virtual game of "Capture the Flag”
Each virtual flag captured = a donation from
Diet Coke to heart health programs.
• Lunch event: Two UCLA teams competition
to raise funds for heart health research programs.
• Sponsored more games in Chicago, Boston, Seattle, etc
• All together Diet Coke donated up to $300,000.
6. Engaging Components- 2013 Campaign
• 2013 Campaign- #ShowYourHeart Photo Contest- could post
creative photos of hearts via Twitter and Instagram
(#ShowYourHeart) and The Heart Truth selected five
entrants to attend the Red Dress Collection Fashion Show NY
o Easy concept and way to gain awareness of the campaign
o Easy to share- "Join @DietCoke and #ShowYourHeart to
help spread awareness of women's heart health programs
http://www.dietcoke.com/showyourheart"- could add
your #ShowYourHeart picture with the link.
7. Engaging Components- 2013 Campaign
o Showcases creativity.
o Could share your picture and
link (quoted before) to
#ShowYourHeart via Facebook,
Twitter, Instagram and Pinterest.
o Follow button- easy way to follow Diet Coke on
social media.
8. Engaging Components - 2013
• Found engaging:
o Picture contest to go to NY's Fashion Week vs. 2011.
o $1 donation for each photo shared on Instagram or
Twitter with #ShowYourHeart after
the contest was over.
• Diet Coke's Heart Truth created great buzz
on Twitter and Pinterest.
9. Engaging Components - 2013
Heart Truth Facebook posts and
comments’ sentiment analysis:
10. Additional Research
• http://www.nhlbi.nih.gov/educational/heart
truth/about/campaign-background.htm
• Facebook, Pinterest and Twitter Heart Truth
Page
• Facebook and website from Diet Coke Heart
Truth