Social Change Anytime Everywhere: Best Practices to Build a Multichannel Campaign Plan

Social Change Anytime Everywhere:
Best Practices to Build a
Multichannel Campaign Plan

Amy Sample Ward & Allyson Kapin

February 27, 2013

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Today’s Speakers

Amy Sample Ward Allyson Kapin
Membership Director Co-Founder
NTEN - Nonprofit Technology Network Rad Campaign

Assisting with chat questions: Hosting:
Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis Partnership

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Best
Practices to
Build a
Multichannel
Campaign
Plan

@AmyRSWard SocialChangeAnytimeEverywhere.com

Why is “multichannel” so
important?


Your Supporters Are Superheroes


Help Them Save the Day


Reach Them Wherever They Are


Mobile Facts to Know

Fact: 5.2 Billion Mobile Accounts Worldwide
Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone


Mobile Facts to Know


Social Media Facts to Know
Fact: Americans spend 25% of their time online on social networks.


What to consider before
creating your multichannel
campaign plan?


Focus on Shared Goals


Focus on Shared Goals

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?

Design for Distribution

• 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


Cross-Channel Promotion

Oxfam’s Use of
QR Codes
For A Benefit Auction


8 Steps to create a
multichannel campaign plan.


Creating A Multichannel Campaign
1. Identify Short-Term And Long-Term Goals.

Solving World Hunger? Raising $25K to support local soup
kitchen to distribute 300 meals to
NO! homeless people in DC in Dec.?
YES!

Creating a Multichannel Campaign
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.


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

3. Craft Your Core Message And Define The Messaging Hook


4. What Actions Do You Want People Take?


5. Understand How Your Supporters Think


6. How Do Your Target Audiences Prefer To Get Info?

• Direct Mail
• Email
• Texting
• Social Media


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.


8. How Will You Reach People In Online Communities?

• Niche blogs
• Facebook/LinkedIn
Groups
• Online networks like
Care2 or Change.org


What to consider for
rolling out your multichannel
campaign plan?


Roll-Out A Multichannel Campaign
Launch Your Email Series

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

• Follow Your Campaign Calendar

• Tailor Messaging To Each Channel

• Segment Your List

• Conduct A/B Testing

• Promote Your Campaign

• Measure the Results


Do It Wrong Quickly

• Focus on 1 objective not 10.

• Don’t get lost in “pleasing”
everyone – funders, every target
audience, staff.

• You are not your target audience.
Your heroes are!


Thank you
socialchangeanytimeeverywhere.com


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


Find listings for our current season
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Social Change Anytime Everywhere: Best Practices to Build a Multichannel Campaign Plan

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