This document summarizes a presentation about why online campaigns fail. It identifies common mistakes such as not having a clear plan, using the wrong tactics, lacking proper execution and adaptation, not persisting long enough, and failing to address audience desires and expectations. The presentation also discusses overcoming fear and the importance of strategy, tactics, execution, persistence, audience desire, reputation, and addressing fears.

1. Fear Factor: Why Online Campaigns Fail PRESENTED BY ADAM LEMMON

2. Adam Lemmon
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10 years and counting at Blackbaud
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Co-founder of the Go! Program
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Have worked with 100’s of orgs & have helped execute 100’s of online campaigns

3. Why did my campaign fail?
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4. 4 #bbcon
MISTAKES

5. 5 #bbcon

6. 6 #bbcon

7. 7 #bbcon
MISTAKES

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PROBLEMS

9. 9 #bbcon
MYSTERY
PUZZLE

10. http://sethgodin.typepad.com/seths_blog/2012/ 10/the-acute-heptagram-of-impact.html
The following slides are based on Seth Godin’s blog post – The Acute Heptagram of Impact

13. Does everyone know the plan?
What’s the plan?

15. Are these the right tactics for the plan?

16. Friction vs. Relevance
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Friction
0
2
4
6
8
Tweet
Email
Printed
In person
Friction vs. Relevance
Relevance

17. Friction vs. Relevance
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Friction
Sacrifice
0
2
4
6
8
10
Tweet
Email
Printed
In person
Friction vs. Relevance
Relevance

18. What kind of sacrifice are we asking our audience to make?
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19. Engagement requires something from the audience
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21. Do you have what you need to execute?
Can you adapt once everything is in motion?

22. You can’t control it all

23. 23 #bbcon
Know thy Call-to-Action

24. 24 #bbcon

26. Did you persist long enough to let it succeed?
One campaign is just one tactic

28. Does your audience want this?

30. Anticipation
Is your audience EXPECTING it?

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Open Rate
# of emails prior to EOY
Org 5
11%
7
Org 6
14%
11
Org 7
15%
3
Org 8
12%
5
Open Rate
# of emails prior to EOY
Org 1
25%
15
Org 2
39%
23
Org 3
24%
16
Org 4
32%
31

33. What about this campaign is really scary to you? What do you fear?
Same question, but this time for real: What are you scared of?

42. •
Strategy Does everyone know the plan?
•Tactics Are these the right tactics?
•Execution Have what you need? Can you adapt?
•Persistence Can you give this the time that it needs?
•Desire Is this wanted?
•Reputation Are they expecting it?
•Fear What are we scared of?

43. Don’t forget to thank your donors! 
43 #bbcon

44. 44 #bbcon
Don’t forget to complete a session survey! Each completed survey enters you into a drawing to win a complimentary registration to bbcon 2015 in Austin, Texas*.
*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be exchanged, applied to, or combined with any other offer.
Did this session give you the jolt you needed?

45. Bibliography
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Seth Godin – The Acute Heptagram of Impact http://sethgodin.typepad.com/seths_blog/2012/10/the-acute-heptagram-of-impact.html
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Steven Pressfield, Do the Work http://www.amazon.com/Do-Work-Steven-Pressfield/dp/1936719010
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Malcolm Gladwell, “Mystery vs. Puzzle” http://gladwell.com/open-secrets/
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Alexis Ohanian, TED talk “How to make a splash in Social Media” http://www.ted.com/talks/alexis_ohanian_how_to_make_a_splash_in_social_media
45 #bbcon