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@AmyRSWard SocialChangeAnytimeEverywhere.com
Best
Practices to
Build a
Multichannel
Campaign
Plan
Why is “multichannel” so
important?
@AmyRSWard SocialChangeAnytimeEverywhere.com
Fact: 5.2 Billion Mobile Accounts Worldwide
Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone
Mobile Facts to Know
@AmyRSWard SocialChangeAnytimeEverywhere.com
Mobile Facts to Know
@AmyRSWard SocialChangeAnytimeEverywhere.com
Mobile Facts to Know
@AmyRSWard SocialChangeAnytimeEverywhere.com
Fact: Americans spend 25% of their time online on social networks.
@AmyRSWard SocialChangeAnytimeEverywhere.com
Social Media Facts to Know
What to consider before
creating your multichannel
campaign plan?
@AmyRSWard SocialChangeAnytimeEverywhere.com
Focus on Shared Goals
@AmyRSWard SocialChangeAnytimeEverywhere.com
Identify Hot Topics:
• How did you become aware of
our work?
• Which of our
programs/services/campaigns
are you most interested in?
• Would you like more information
about any of our
programs/services/campaigns
to share with your friends and
family?
• What aspects of our work are
you least interested in?
• What do you think we should
focus on together in the coming
year?
Focus on Shared Goals
@AmyRSWard SocialChangeAnytimeEverywhere.com
• First occupy camp started in New
York City.
• People posted and re-shared
information about issues, actions,
and personal stories on Twitter and
Tumblr, live-streamed video on
Vimeo, and shared pictures on their
mobile phones.
Design for Distribution
@AmyRSWard SocialChangeAnytimeEverywhere.com
Design for Distribution
@AmyRSWard SocialChangeAnytimeEverywhere.com
Oxfam’s Use of
QR Codes
For A Benefit Auction
Cross-Channel Promotion
@AmyRSWard SocialChangeAnytimeEverywhere.com
8 Steps to create a
multichannel campaign plan.
@AmyRSWard SocialChangeAnytimeEverywhere.com
1. Identify Short-Term And Long-Term Goals.
Solving World Hunger?
NO!
Raising $25K to support local soup
kitchen to distribute 300 meals to
homeless people in DC in Dec.?
YES!
Creating A Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
Example: What goals will we achieve by raising $25,000 for the local soup
kitchen?”
Goal One: To illustrate that homelessness has risen 25% in our city over the last
year, resulting in a rising demand for our free meals and job training services. We
want donors to understand that every night there are lines of hundreds of hungry
people outside of our door waiting for a hot meal.
Goal Two: For every $50 donated, 25 homeless people will get a nutritious dinner
for one week at our soup kitchen, beginning next week.
Goal Three: For every $25 donated, our soup kitchen will provide computer-
training classes to 10 people homeless people we are serving for one month.
Goal Four: To tell the personal story of a soup kitchen volunteer who has
benefitted from eating regularly at our soup kitchen and participating in our job-
training program.
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
2. Identify Your Target
Do you have an advocacy target? Who are you supporters? Are they:
• College students
• Parents of toddlers
• Environmentalists
• Insert your supporters here
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
3. Craft Your Core Message And Define The Messaging Hook
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
Examples of Core Messages
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
Example One: Pink is Pretty, Breast Cancer is Not – a campaign by the
National Coalition of Breast Cancer aimed at deconstructing all of the pink
corporatization of breast cancer.
Example Two: The Golden Boob Awards: Exposing The Biggest Boobs Of All
- a campaign aimed at exposing bogus products that claimed they could better
detect changes in breasts or organizations that made false claims about
getting/curing breast cancer.
4. What Actions Do You Want People Take?
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
Steps to Creating Multichannel Campaigns
1. Re-share NWF’s updated
facts on the oil spill and its
impact on wildlife.
@AmyRSWard SocialChangeAnytimeEverywhere.com
4. What 2 Key Actions Did NWF Want People To take?
Steps to Creating Multichannel Campaigns
2. Collect donations via
multiple channels – email,
website, text-to-give, checks,
to get resources where they
were needed to help wildlife
impacted by oil spill.
@AmyRSWard SocialChangeAnytimeEverywhere.com
4. What 2 Key Actions Did NWF Want People To take?
Steps to Creating Multichannel Campaigns
@AmyRSWard SocialChangeAnytimeEverywhere.com
4. What 2 Key Actions Did NWF Want People To take?
5. Understand How Your Supporters Think
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
6. How Do Your Target Audiences Prefer To Get Info?
• Direct Mail
• Email
• Texting
• Social Media
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
7. Setup A Campaign Calendar
• Email appeals and graphics.
• Welcome series for new donors.
• Website donation landing pages, graphical callout boxes,
and homepage hijacks.
• Direct Mail, Telemarketing, Advertising (on and offline) etc.
• Social media strategies and messaging.
• Text-to-give messaging if appropriate.
• Fun interactives that don’t ask donors for money.
• A/B testing which is to analyze two different versions of a
webpage, appeal, or message to see which is more
effective.
• Segmenting for various channels
• Thank you messages and fundraising campaign updates.
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
7. Setup A Campaign Calendar
Creating a Multichannel Campaign
Courtesy of the The Leukemia and Lymphoma Society’s Totally Baldacious campaign.
8. How Will You Reach People In Online Communities?
• Niche blogs
• Facebook/LinkedIn
Groups
• Online networks like
Care2 or Change.org
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
Diabetes Hands Foundation
What to consider for
rolling out your multichannel
campaign plan?
@AmyRSWard SocialChangeAnytimeEverywhere.com
Email 1: Tell the story of the overall campaign, lay out the
campaign goals and the impact donors can expect to see
from their action.
Email 2: Update people on the campaign’s progress. Remind
people of the story you shared in the previous appeal.
Reinforce the message that you still need their help to make
an impact and meet the campaign goals.
Email 3: The final message is another update and one last
ask for help to truly make that tangible impact and meet your
goals.
Roll-Out A Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
Launch Your Email Series
• Follow Your Campaign Calendar
• Tailor Messaging To Each Channel
• Segment Your List
• Conduct A/B Testing
• Promote Your Campaign
• Measure the Results
Roll-Out a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com
Introduce yourself to the person
sitting next to you.
What programs, initiatives or campaigns does your
organization have coming up in the next 6 months that you
think would make a good multichannel campaign? Pick one
to focus on for this exercise.
>> Brainstorm three short term and
long term objectives for this initiative.
>> Identify your target audiences.
Who is your advocacy target?
Who has the power to create the change you are seeking?
Who are the target audiences you seek to organize?
>> List 3-4 different actions you want people to take.
These actions should start out as an easy action – such as
signing an online petition or pledge. As the campaign
unfolds and people take action, what additional actions can
people take to stay involved that requires more commitment.
>> Brainstorm ideas to promote
this campaign across multiple channels.
What kind of content will you need? Does it already exist
and can be edited and tailored for different channels? Or do
you need to create the content from scratch?
>> Identify the metrics you’ll use to evaluate the campaign.
What does success look like?
How you will track metrics across different
online channels? What metrics can you use in real time to know if
you’re on track?
Connect with us:
Allyson Kapin: Rad Campaign, Women Who Tech
Email: Allyson@radcampaign.com
Twitter: @womenwhotech
Rad Website: http://www.radcampaign.com
Women Who Tech: http://www.womenwhotech.com
Amy Sample Ward: NTEN
Email: amy@amysampleward.org
Twitter: @amyrsward
NTEN Website: http://www.nten.org
Blog: http://www.amysampleward.org
@AmyRSWard SocialChangeAnytimeEverywhere.com

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Best Practices to Build a Multichannel Campaign Plan

  • 2. Why is “multichannel” so important? @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 3. Fact: 5.2 Billion Mobile Accounts Worldwide Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone Mobile Facts to Know @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 4. Mobile Facts to Know @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 5. Mobile Facts to Know @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 6. Fact: Americans spend 25% of their time online on social networks. @AmyRSWard SocialChangeAnytimeEverywhere.com Social Media Facts to Know
  • 7. What to consider before creating your multichannel campaign plan? @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 8. Focus on Shared Goals @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 9. Identify Hot Topics: • How did you become aware of our work? • Which of our programs/services/campaigns are you most interested in? • Would you like more information about any of our programs/services/campaigns to share with your friends and family? • What aspects of our work are you least interested in? • What do you think we should focus on together in the coming year? Focus on Shared Goals @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 10. • First occupy camp started in New York City. • People posted and re-shared information about issues, actions, and personal stories on Twitter and Tumblr, live-streamed video on Vimeo, and shared pictures on their mobile phones. Design for Distribution @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 11. Design for Distribution @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 12. Oxfam’s Use of QR Codes For A Benefit Auction Cross-Channel Promotion @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 13. 8 Steps to create a multichannel campaign plan. @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 14. 1. Identify Short-Term And Long-Term Goals. Solving World Hunger? NO! Raising $25K to support local soup kitchen to distribute 300 meals to homeless people in DC in Dec.? YES! Creating A Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 15. Example: What goals will we achieve by raising $25,000 for the local soup kitchen?” Goal One: To illustrate that homelessness has risen 25% in our city over the last year, resulting in a rising demand for our free meals and job training services. We want donors to understand that every night there are lines of hundreds of hungry people outside of our door waiting for a hot meal. Goal Two: For every $50 donated, 25 homeless people will get a nutritious dinner for one week at our soup kitchen, beginning next week. Goal Three: For every $25 donated, our soup kitchen will provide computer- training classes to 10 people homeless people we are serving for one month. Goal Four: To tell the personal story of a soup kitchen volunteer who has benefitted from eating regularly at our soup kitchen and participating in our job- training program. Creating a Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 16. 2. Identify Your Target Do you have an advocacy target? Who are you supporters? Are they: • College students • Parents of toddlers • Environmentalists • Insert your supporters here Creating a Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 17. 3. Craft Your Core Message And Define The Messaging Hook Creating a Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 18. Examples of Core Messages Creating a Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com Example One: Pink is Pretty, Breast Cancer is Not – a campaign by the National Coalition of Breast Cancer aimed at deconstructing all of the pink corporatization of breast cancer. Example Two: The Golden Boob Awards: Exposing The Biggest Boobs Of All - a campaign aimed at exposing bogus products that claimed they could better detect changes in breasts or organizations that made false claims about getting/curing breast cancer.
  • 19. 4. What Actions Do You Want People Take? Creating a Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 20. Steps to Creating Multichannel Campaigns 1. Re-share NWF’s updated facts on the oil spill and its impact on wildlife. @AmyRSWard SocialChangeAnytimeEverywhere.com 4. What 2 Key Actions Did NWF Want People To take?
  • 21. Steps to Creating Multichannel Campaigns 2. Collect donations via multiple channels – email, website, text-to-give, checks, to get resources where they were needed to help wildlife impacted by oil spill. @AmyRSWard SocialChangeAnytimeEverywhere.com 4. What 2 Key Actions Did NWF Want People To take?
  • 22. Steps to Creating Multichannel Campaigns @AmyRSWard SocialChangeAnytimeEverywhere.com 4. What 2 Key Actions Did NWF Want People To take?
  • 23. 5. Understand How Your Supporters Think Creating a Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 24. 6. How Do Your Target Audiences Prefer To Get Info? • Direct Mail • Email • Texting • Social Media Creating a Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 25. 7. Setup A Campaign Calendar • Email appeals and graphics. • Welcome series for new donors. • Website donation landing pages, graphical callout boxes, and homepage hijacks. • Direct Mail, Telemarketing, Advertising (on and offline) etc. • Social media strategies and messaging. • Text-to-give messaging if appropriate. • Fun interactives that don’t ask donors for money. • A/B testing which is to analyze two different versions of a webpage, appeal, or message to see which is more effective. • Segmenting for various channels • Thank you messages and fundraising campaign updates. Creating a Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 26. 7. Setup A Campaign Calendar Creating a Multichannel Campaign Courtesy of the The Leukemia and Lymphoma Society’s Totally Baldacious campaign.
  • 27. 8. How Will You Reach People In Online Communities? • Niche blogs • Facebook/LinkedIn Groups • Online networks like Care2 or Change.org Creating a Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 29. What to consider for rolling out your multichannel campaign plan? @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 30. Email 1: Tell the story of the overall campaign, lay out the campaign goals and the impact donors can expect to see from their action. Email 2: Update people on the campaign’s progress. Remind people of the story you shared in the previous appeal. Reinforce the message that you still need their help to make an impact and meet the campaign goals. Email 3: The final message is another update and one last ask for help to truly make that tangible impact and meet your goals. Roll-Out A Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com Launch Your Email Series
  • 31. • Follow Your Campaign Calendar • Tailor Messaging To Each Channel • Segment Your List • Conduct A/B Testing • Promote Your Campaign • Measure the Results Roll-Out a Multichannel Campaign @AmyRSWard SocialChangeAnytimeEverywhere.com
  • 32. Introduce yourself to the person sitting next to you.
  • 33. What programs, initiatives or campaigns does your organization have coming up in the next 6 months that you think would make a good multichannel campaign? Pick one to focus on for this exercise. >> Brainstorm three short term and long term objectives for this initiative.
  • 34. >> Identify your target audiences. Who is your advocacy target? Who has the power to create the change you are seeking? Who are the target audiences you seek to organize?
  • 35. >> List 3-4 different actions you want people to take. These actions should start out as an easy action – such as signing an online petition or pledge. As the campaign unfolds and people take action, what additional actions can people take to stay involved that requires more commitment.
  • 36. >> Brainstorm ideas to promote this campaign across multiple channels. What kind of content will you need? Does it already exist and can be edited and tailored for different channels? Or do you need to create the content from scratch?
  • 37. >> Identify the metrics you’ll use to evaluate the campaign. What does success look like? How you will track metrics across different online channels? What metrics can you use in real time to know if you’re on track?
  • 38. Connect with us: Allyson Kapin: Rad Campaign, Women Who Tech Email: Allyson@radcampaign.com Twitter: @womenwhotech Rad Website: http://www.radcampaign.com Women Who Tech: http://www.womenwhotech.com Amy Sample Ward: NTEN Email: amy@amysampleward.org Twitter: @amyrsward NTEN Website: http://www.nten.org Blog: http://www.amysampleward.org @AmyRSWard SocialChangeAnytimeEverywhere.com

Editor's Notes

  1. For example, Planned Parenthood in Orange County has a texting program where people can text them seven days a week to connect with a certified health educator to learn about sexual and reproductive health, including questions about birth control, pregnancy, sexually transmitted infections, healthy relationships, and more. Sources: Pew, Nielsen, and Knotice
  2. There was an interesting study conducted by PEW on how text donors to the Haiti disaster relief compare to the national average in terms of tech and social media adoption
  3. While there are many social networks that your organization can have a presence on, you may not have the luxury to spend a lot of time and resources on all of them. Pick two or three networks that you know your target audiences are on. And if you’re just starting out and aren’t quite sure where your target audiences are hanging out, it’s worth noting that Facebook, Twitter and YouTube are three networks that rank in the top five most trafficked sites on the Web, so that would be a good place to start.
  4. Identify the topics, causes, and goals that are of most interest to your community, and the most easily shared with their friends, family, and colleagues.
  5. One of the keys in designing multichannel campaigns is to not only reach our heroes but to get them to spread our message and recruit new heroes to the movement. And that is why designing for distribution is critical.
  6. People all over the world used Meetup.com ’s Meetup Everywhere feature to register a solidarity event in over a 1000 cities. Four months after the launch of #OccupyWallStreet, there were over 2,800 “Occupy” events on the Meetup Everywhere Map.
  7. QR codes can be useful to drive people to take actions and see content, photos, videos online and of course donate money. You can use them in direct mail, at events in print materials and posters, and tickets. Celebrities donated sentimental items and clothes. When a potential buyer scanned a QR code on a sales tag with their smartphone, videos of celebrities popped up which featured a personal story behind that item for sale. For example, “scanning a code on a dress donated by Annie Lennox revealed that she wore it to Nelson Mandela’s 90th birthday party.
  8. Break down long-term goals into small chunks so that people inside and outside the organization feel motivated to join you and help achieve shared goals. Your constituents and even your staff may feel that large-scale goals like ending world hunger are too big for them to really achieve. Instead of inspiring people, it can make them feel powerless and say to themselves “What can I do about it? I’m just one person.” This is especially important because people won’t give you the time of day when they are reading an email appeal or skimming a blog post on your website if they don’t feel empowered to take action or like their action will make a real difference. Frame the campaign around smaller goals with clear targets and ask people to take actions that you know will have tangible results. Finally, connect the smaller goals and actions to the big, long-term objectives so that staff and supporters see how their work today is connected to greater results.
  9. Here is an example of of campaign goals that we answered internally for a neighborhood soup kitchen whose mission is to provide warm meals and job training to people who are experiencing homelessness.
  10. In advocacy work, we’re usually dealing with two audiences. The first audience is the community we seek to mobilize to take action by calling their Members of Parliment, attending an event, donating to support program priorities, or any number of other actions. The second audience, is the advocacy target and includes the people, legislators, or corporations with the power to create policy, dedicate funds to programs we want to see funded, or implement the change we are advocating. It’s easy to focus our attention primarily on the advocacy targets, but it is just as important to think about the ultimate supporters you are trying to reach to take action.
  11. After you identify your objectives, you will need to develop a core message for your campaign. If your audiences were only going to remember one thing about your advocacy campaign, what would it be? This will help you get to the root of your core message. When developing your campaign and messaging, you will also need to share the compelling story behind the issue you are advocating or fundraising for and discuss the immediate need. For example, in a fundraising campaign tell donors how their donation will benefit the organization, program, and those served. Remember, people want to see a tangible impact. You will raise more money if this is clearly highlighted in your fundraising messaging.
  12. Determine what kinds of actions will make an impact on your targets. What will influence them? What will they respond to? For example, do you need constituents to call their Members of Congress and encourage them to support a legislative bill that is coming up for a vote? Do you need people to sign a petition to get something on the ballot in your city? Can the problem you identified be changed and is the solution plausible?
  13. When an explosion on the Deepwater Horizon oil drilling rig ignited a fire that could not be extinguished on April 20, 2010, resulting in the devastating oil spill, National Wildlife Federation launched a rapid response campaign focusing their constituents, ordinary people who just wanted to help, and the media on two key actions – 1. Re-share NWF’s updated facts on the oil spill and it’s impact on wildlife.
  14. Example of email series by NWF.
  15. Once you identify your target audiences, you will want to research how familiar they are with your organization and cause (if you don’t already know or track this). What are they saying about your cause in social communities like Facebook and Twitter? What about on blogs? If your organization is a service provider, what do people say about you on Yelp? Are there pain points around the issue, and if so, what are they? What kinds of actions or discussions motivate or inspire them? What’s not resonating with them?
  16. If your audiences are comprised of 65-year-olds, for example, Direct Mail and email may have more impact than trying to reach them on Twitter or mobile texting. But if your target audience is comprised of Millennials (those born between 1980 and 2000), your plan might include video, texting, or engaging with them on Facebook. Though don’t assume older people are not using social networks. Recent surveying has shown that 53 percent of seniors 65 and older are online and using social media to stay connected
  17. A campaign calendar is one of the most important parts of multichannel fundraising plans. It maps out the timelines for the entire campaign, helps you plan an engagement ladder with your constituents, and outlines staffing and resources. A good calendar outlines a schedule for drafting, editing, and implementing the campaign and considers the goals, audiences, and channels for each component
  18. A campaign calendar is one of the most important parts of multichannel fundraising plans. It maps out the timelines for the entire campaign, helps you plan an engagement ladder with your constituents, and outlines staffing and resources. A good calendar outlines a schedule for drafting, editing, and implementing the campaign and considers the goals, audiences, and channels for each component
  19. After you have gone through the steps of creating a plan for your fundraising campaign, the fun part begins: doing it. A email series is often comprised of three appeals, though it can certainly be more, particularly for year-end fundraising campaigns.
  20. Follow Your Campaign Calendar: Launch campaign asks and messaging across different channels – Direct Mail, Email, Social Media, Texting, etc. Tailor Messaging To Each Channel: Adapt messaging according to tone and length of each channel. Segment Your List. Identify your activists or donors by segmenting them to personalize your campaign and make your ask more appropriate to their interests and level of engagement. You can also geo-target depending on the campaign. Conduct A/B Testing. Test different elements of your campaign – subject lines in email, landing page donation forms, graphics, etc. Promote Your Campaign. Market the heck out of it across multiple channels and communities your target audiences are hanging out in. Measure the Results: Bottom line - Did you achieve the change you were seeking?