The document discusses integration, which refers to combining fundraising and campaigning efforts. It notes the motivations for integration include fundraising goals, supporter acquisition, and leveraging public support for advocacy. Integration can offer supporter involvement, connection and loyalty, as well as people power to support advocacy efforts. The document outlines what successful integration looks like, including coherence, integrity, alignment, and coordination. It also discusses challenges of integration such as leadership, data management, communication strategies, and organizational mindset. Case studies show supporters who engage in campaign actions through things like petitions are more likely to donate. The opportunity of integration is to move supporters up a pyramid of involvement from observers to leaders.
Preparata nel 2007 per un progetto presso l\'Università di Copenhagen, la presentazione è ancora attualissima nello spiegare il fenomeno delle Buzz Community e le dinamiche alla loro base.
The document discusses the benefits of using blogs in the classroom according to interviews with professors and experts. It notes that blogs allow students to make connections between classes over time by linking previous and current work. Blogs also create an online community for students to get feedback and comments on their writing from others. However, the document outlines some key "don'ts" for classroom blogging such as not using free blogging platforms that lack structure and leaving blogging unguided. Overall, it concludes that blogging can enhance student learning when implemented properly.
This document provides 101 ways to use Tagxedo, a tool for creating word clouds or tag clouds from text. It begins with a brief introduction about Tagxedo and discusses basic, intermediate, and advanced Tagxedo skills. The majority of the document then lists and describes 101 unique ways that Tagxedo can be used, ranging from summarizing presentations to critiquing resumes to decorating with Tagxedo art.
The document summarizes the use of various Web 2.0 technologies for online classroom learning, including wikis, blogs, social networks, podcasting, video sharing, and more. Specific classroom assignments using these tools are described, such as having students collaboratively write a job posting using a wiki or creating individual social networking sites. Both benefits and drawbacks of each tool are outlined from a classroom perspective.
This document outlines the audience and distribution plan for a documentary about how social media impacts identity. The documentary aims to educate, entertain, and inform a mass audience of social media users aged 14-25 in cities. It will air on Channel 4 at 8-9pm and be available on streaming platforms popular with younger audiences. Music, transitions, and lighting will be used to attract viewer attention and maintain a sense of realism. The documentary topic relates to the target audiences' interests in staying connected online and will satisfy their curiosity about social media's effects.
This document discusses strategies for creating emotional connections and building relationships with participants in charity events. It notes that charity events now make up a significant portion of income for many large charities. However, there is greater competition and challenges in engaging newer generations of supporters. The document advocates moving from process-driven events to ones that foster belonging, excitement, celebration and empathy at every step. This will help increase loyalty, recruitment and revenue by strengthening the emotional connection between participants and the charity brand.
Preparata nel 2007 per un progetto presso l\'Università di Copenhagen, la presentazione è ancora attualissima nello spiegare il fenomeno delle Buzz Community e le dinamiche alla loro base.
The document discusses the benefits of using blogs in the classroom according to interviews with professors and experts. It notes that blogs allow students to make connections between classes over time by linking previous and current work. Blogs also create an online community for students to get feedback and comments on their writing from others. However, the document outlines some key "don'ts" for classroom blogging such as not using free blogging platforms that lack structure and leaving blogging unguided. Overall, it concludes that blogging can enhance student learning when implemented properly.
This document provides 101 ways to use Tagxedo, a tool for creating word clouds or tag clouds from text. It begins with a brief introduction about Tagxedo and discusses basic, intermediate, and advanced Tagxedo skills. The majority of the document then lists and describes 101 unique ways that Tagxedo can be used, ranging from summarizing presentations to critiquing resumes to decorating with Tagxedo art.
The document summarizes the use of various Web 2.0 technologies for online classroom learning, including wikis, blogs, social networks, podcasting, video sharing, and more. Specific classroom assignments using these tools are described, such as having students collaboratively write a job posting using a wiki or creating individual social networking sites. Both benefits and drawbacks of each tool are outlined from a classroom perspective.
This document outlines the audience and distribution plan for a documentary about how social media impacts identity. The documentary aims to educate, entertain, and inform a mass audience of social media users aged 14-25 in cities. It will air on Channel 4 at 8-9pm and be available on streaming platforms popular with younger audiences. Music, transitions, and lighting will be used to attract viewer attention and maintain a sense of realism. The documentary topic relates to the target audiences' interests in staying connected online and will satisfy their curiosity about social media's effects.
This document discusses strategies for creating emotional connections and building relationships with participants in charity events. It notes that charity events now make up a significant portion of income for many large charities. However, there is greater competition and challenges in engaging newer generations of supporters. The document advocates moving from process-driven events to ones that foster belonging, excitement, celebration and empathy at every step. This will help increase loyalty, recruitment and revenue by strengthening the emotional connection between participants and the charity brand.
Jonathan Catley and Koka Sexton presented a webinar on tactical social selling. They discussed 5 key steps: 1) Understanding social selling basics like how today's buyers use social media in their purchase process. 2) Using tools like InsideView, SproutSocial and Hootsuite for social listening, analytics and scheduling. 3) Prospecting through social by monitoring networks, hashtags and trigger events. 4) Nurturing prospects by engaging in conversations, answering questions and monitoring communities and trigger events. 5) The ROI of social selling through case studies of companies growing revenue through LinkedIn and Twitter engagement, and sales reps using social seeing higher quota attainment.
To change the way #NewhouseSM4 is presented and to encourage hands-on student learning, my social media professor @DR4WARD assigned Team Teaching Presentations. I was lucky enough to team up with @eamaher90 @NickDeyo & @RodneyWFleming on a fascinating topic: social media influence, its measurement and Klout perks.
The document discusses how nonprofits can leverage social media for fundraising. It provides success stories of organizations that raised funds through social media campaigns. It also outlines social fundraising strategies like personalized outreach, incentives for sharing, and optimizing campaigns based on relevance and reducing friction. Key insights are that social media can grow email lists, engagement begets more engagement, and recruiting others amplifies fundraising success. Overall the document shows how nonprofits can maximize fundraising by integrating thoughtful social media strategies.
How to Use Social Media to Build Trust, Loyalty & Evangelists Joanna Lord
I cover top tools and tips on how to use social media to create tribes of loyal supporters—whether it be for your school or for your cause. I walk through ways to find influencers, get in touch, and formulate tactics to empower their voice for your community.
Imagination Publishing is a Chicago-based marketing communications firm founded in 1994 that provides custom media, marketing, and community engagement services to clients. Association Growth Partners (AGP), a division of Imagination Publishing, works with associations to develop content that helps them connect more deeply with their members. The webinar discussed best practices for managing online communities, including developing a content plan, distribution strategy, and methods for measuring success both qualitatively and quantitatively.
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...Daniel Eizans
This presentation attempts to begin to define how content strategists can evaluate and plan for content through a more specific contextual lens through examining how the brain processes, accesses and stores information and what factors content strategists can begin to consider when planning for supporting content and creating deeper, more meaningful content plans across multiple devices (iPad, Smart Phone, Laptop, Desktop, Etc.).
Day 2: Using Facebook as a Landing Page & Converting in the Social Eco-systemaluckey
This document discusses using Facebook as a landing page and social media marketing strategies. It provides tips on crafting engaging Facebook pages with clear calls to action and incentives to encourage fans to like, share, and interact with the page. Metrics like the fan cycle and tools like Facebook Insights are referenced for measuring social influence and converting fans into customers. The importance of design and generating ongoing engagement through fresh content is emphasized.
Delivered on 15th March 2012 at Rich Mix in London, The 7 Secrets of Socially Successful Businesses provides insights and actions for small businesses to become Socially Successful in 2012 ... #f7sm #smwldn
This document discusses how social media influence can translate to real-world perks and benefits. It provides examples of companies that have partnered with social influence platforms like Klout to offer perks to influential social media users, such as free products, services, and experiences. The document also discusses how social influence scoring works and will continue to impact marketing strategies and consumer treatment going forward.
Inside Intuit: A Social First Mindset — Adrian Parker (Social Fresh WEST 2012)Social Fresh Conference
The document provides an overview of social media strategy and best practices for brands. It discusses organizing a social media structure, developing a multi-year social media blueprint, planning strategies across multiple horizons, and focusing content on customer needs rather than brand wants. Case studies show how brands have driven engagement and sales through community management, influencer partnerships, and responsive social customer support.
In this webinar Larry Kim of WordStream and Marty Weintraub of aimClear debunk 10+ classic myths about social media advertising and leave you with 8 KILLER HACKS to make money on Facebook, Twitter, and YouTube - from basic to advanced.
You'll learn:
- How to actually make money with paid social media ads
- How to overcome classic barriers to success
- 8 Killer hacks for Facebook, Twitter AND YouTube
_______________________________________________________________
For more information about WordStream, visit www.wordstream.com.
The document debunks 5 common myths about social media. It argues that (1) going viral cannot be planned and requires compelling content, (2) social media marketing requires significant time and resources though platforms are free to use, and (3) focusing on a single platform like Facebook is not an effective overall social media strategy. It also explains that (4) some risk of loss of control exists on social media but it is manageable, and (5) social media can be very effective for B2B marketing because business decision makers are highly engaged social media users.
Customer Centricity requires meeting and exceeding their expectations at all digital touchpoints. Campaigns not longer work, it's about their unique interactions within the digital ecosysttem. Direct Marketing Educational Foundation Career Forum Presentation 2012
The document provides an overview of social media and its importance for businesses. Some key points:
1) Social media allows for two-way communication between companies and customers, moving away from traditional outbound marketing.
2) Brands need to have a social media presence as it is now the fourth most popular online activity. Over 75% of people use social networks.
3) An inbound marketing approach using social media is more effective than outbound as it engages customers, measures results better, and has lower customer acquisition costs.
4) The document discusses popular social media tools like Facebook, Twitter, LinkedIn, and YouTube and how businesses can use them as part of an inbound marketing strategy. It emphasizes listening
This document discusses views on social media from the perspective of college freshmen. It notes things that freshmen have always known like certain TV shows, movies, and brands. It also discusses how freshmen interact with social media and get their news. The document is presented as notes from a talk on social media and views of freshmen.
The document discusses effective team meetings and ineffective meetings. It notes that the most effective managers focus team meetings on 4 priorities: producing results, innovating work processes, facilitating growth of team members, and monitoring progress. These managers spend the first 25% of meetings on goals, 25% on process improvement, 25% on learning, and the last 25% on celebration and accountability. In contrast, meetings with the least effective managers involve one-way communication, information overload, and a focus on compliance rather than collaboration or problem-solving.
Presentation by Gail Perry at the 2010 Preservation NC Annual Conference in Durham.
For more information visit http://www.PreservationNC.org/conf2010 or http://www.gailperry.com
Engagement fundraising presentation March 2015 MarketSmartGreg Warner
Here's a presentation Greg often gives around the country. Sort of his "stump speech!"
MarketSmart is a revolutionary marketing software and services firm that helps nonprofits raise more money more efficiently. Our radically effective products and services use Internet tracking technologies to help fundraisers zero-in on the donors that are most likely to deliver large, major or legacy gifts.
Good Bites on Christmas Appeals, July 2013GOOD Agency
- Christmas is the biggest time of year for charitable giving, but donations only represent a small fraction of increased household spending at the holidays (less than 1%).
- To be successful, charities need a unique Christmas appeal proposition that shows relevance, engages supporters, and integrates with broader campaigns.
- Effective propositions tap into what Christmas means to target audiences and create a positive experience that doesn't rely on guilt. Examples could involve storytelling, linking to existing gift-giving behaviors, or granting Christmas wishes.
Dan Dufour at Good Bites...on branding inside outGOOD Agency
Commercial brands are increasingly behaving like charities by focusing on social causes. The document discusses 10 current branding trends, including using entertainment and conversational tone to engage customers, prioritizing experiential marketing, maintaining a flexible yet consistent brand presence, giving customers more control and collaborating with others. It also emphasizes the importance of clarity on a brand's purpose and focusing on the customer benefits.
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Similar to The Good Agency_Integration Afternoon at the IoF 2010 convention
Jonathan Catley and Koka Sexton presented a webinar on tactical social selling. They discussed 5 key steps: 1) Understanding social selling basics like how today's buyers use social media in their purchase process. 2) Using tools like InsideView, SproutSocial and Hootsuite for social listening, analytics and scheduling. 3) Prospecting through social by monitoring networks, hashtags and trigger events. 4) Nurturing prospects by engaging in conversations, answering questions and monitoring communities and trigger events. 5) The ROI of social selling through case studies of companies growing revenue through LinkedIn and Twitter engagement, and sales reps using social seeing higher quota attainment.
To change the way #NewhouseSM4 is presented and to encourage hands-on student learning, my social media professor @DR4WARD assigned Team Teaching Presentations. I was lucky enough to team up with @eamaher90 @NickDeyo & @RodneyWFleming on a fascinating topic: social media influence, its measurement and Klout perks.
The document discusses how nonprofits can leverage social media for fundraising. It provides success stories of organizations that raised funds through social media campaigns. It also outlines social fundraising strategies like personalized outreach, incentives for sharing, and optimizing campaigns based on relevance and reducing friction. Key insights are that social media can grow email lists, engagement begets more engagement, and recruiting others amplifies fundraising success. Overall the document shows how nonprofits can maximize fundraising by integrating thoughtful social media strategies.
How to Use Social Media to Build Trust, Loyalty & Evangelists Joanna Lord
I cover top tools and tips on how to use social media to create tribes of loyal supporters—whether it be for your school or for your cause. I walk through ways to find influencers, get in touch, and formulate tactics to empower their voice for your community.
Imagination Publishing is a Chicago-based marketing communications firm founded in 1994 that provides custom media, marketing, and community engagement services to clients. Association Growth Partners (AGP), a division of Imagination Publishing, works with associations to develop content that helps them connect more deeply with their members. The webinar discussed best practices for managing online communities, including developing a content plan, distribution strategy, and methods for measuring success both qualitatively and quantitatively.
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...Daniel Eizans
This presentation attempts to begin to define how content strategists can evaluate and plan for content through a more specific contextual lens through examining how the brain processes, accesses and stores information and what factors content strategists can begin to consider when planning for supporting content and creating deeper, more meaningful content plans across multiple devices (iPad, Smart Phone, Laptop, Desktop, Etc.).
Day 2: Using Facebook as a Landing Page & Converting in the Social Eco-systemaluckey
This document discusses using Facebook as a landing page and social media marketing strategies. It provides tips on crafting engaging Facebook pages with clear calls to action and incentives to encourage fans to like, share, and interact with the page. Metrics like the fan cycle and tools like Facebook Insights are referenced for measuring social influence and converting fans into customers. The importance of design and generating ongoing engagement through fresh content is emphasized.
Delivered on 15th March 2012 at Rich Mix in London, The 7 Secrets of Socially Successful Businesses provides insights and actions for small businesses to become Socially Successful in 2012 ... #f7sm #smwldn
This document discusses how social media influence can translate to real-world perks and benefits. It provides examples of companies that have partnered with social influence platforms like Klout to offer perks to influential social media users, such as free products, services, and experiences. The document also discusses how social influence scoring works and will continue to impact marketing strategies and consumer treatment going forward.
Inside Intuit: A Social First Mindset — Adrian Parker (Social Fresh WEST 2012)Social Fresh Conference
The document provides an overview of social media strategy and best practices for brands. It discusses organizing a social media structure, developing a multi-year social media blueprint, planning strategies across multiple horizons, and focusing content on customer needs rather than brand wants. Case studies show how brands have driven engagement and sales through community management, influencer partnerships, and responsive social customer support.
In this webinar Larry Kim of WordStream and Marty Weintraub of aimClear debunk 10+ classic myths about social media advertising and leave you with 8 KILLER HACKS to make money on Facebook, Twitter, and YouTube - from basic to advanced.
You'll learn:
- How to actually make money with paid social media ads
- How to overcome classic barriers to success
- 8 Killer hacks for Facebook, Twitter AND YouTube
_______________________________________________________________
For more information about WordStream, visit www.wordstream.com.
The document debunks 5 common myths about social media. It argues that (1) going viral cannot be planned and requires compelling content, (2) social media marketing requires significant time and resources though platforms are free to use, and (3) focusing on a single platform like Facebook is not an effective overall social media strategy. It also explains that (4) some risk of loss of control exists on social media but it is manageable, and (5) social media can be very effective for B2B marketing because business decision makers are highly engaged social media users.
Customer Centricity requires meeting and exceeding their expectations at all digital touchpoints. Campaigns not longer work, it's about their unique interactions within the digital ecosysttem. Direct Marketing Educational Foundation Career Forum Presentation 2012
The document provides an overview of social media and its importance for businesses. Some key points:
1) Social media allows for two-way communication between companies and customers, moving away from traditional outbound marketing.
2) Brands need to have a social media presence as it is now the fourth most popular online activity. Over 75% of people use social networks.
3) An inbound marketing approach using social media is more effective than outbound as it engages customers, measures results better, and has lower customer acquisition costs.
4) The document discusses popular social media tools like Facebook, Twitter, LinkedIn, and YouTube and how businesses can use them as part of an inbound marketing strategy. It emphasizes listening
This document discusses views on social media from the perspective of college freshmen. It notes things that freshmen have always known like certain TV shows, movies, and brands. It also discusses how freshmen interact with social media and get their news. The document is presented as notes from a talk on social media and views of freshmen.
The document discusses effective team meetings and ineffective meetings. It notes that the most effective managers focus team meetings on 4 priorities: producing results, innovating work processes, facilitating growth of team members, and monitoring progress. These managers spend the first 25% of meetings on goals, 25% on process improvement, 25% on learning, and the last 25% on celebration and accountability. In contrast, meetings with the least effective managers involve one-way communication, information overload, and a focus on compliance rather than collaboration or problem-solving.
Presentation by Gail Perry at the 2010 Preservation NC Annual Conference in Durham.
For more information visit http://www.PreservationNC.org/conf2010 or http://www.gailperry.com
Engagement fundraising presentation March 2015 MarketSmartGreg Warner
Here's a presentation Greg often gives around the country. Sort of his "stump speech!"
MarketSmart is a revolutionary marketing software and services firm that helps nonprofits raise more money more efficiently. Our radically effective products and services use Internet tracking technologies to help fundraisers zero-in on the donors that are most likely to deliver large, major or legacy gifts.
Similar to The Good Agency_Integration Afternoon at the IoF 2010 convention (20)
Good Bites on Christmas Appeals, July 2013GOOD Agency
- Christmas is the biggest time of year for charitable giving, but donations only represent a small fraction of increased household spending at the holidays (less than 1%).
- To be successful, charities need a unique Christmas appeal proposition that shows relevance, engages supporters, and integrates with broader campaigns.
- Effective propositions tap into what Christmas means to target audiences and create a positive experience that doesn't rely on guilt. Examples could involve storytelling, linking to existing gift-giving behaviors, or granting Christmas wishes.
Dan Dufour at Good Bites...on branding inside outGOOD Agency
Commercial brands are increasingly behaving like charities by focusing on social causes. The document discusses 10 current branding trends, including using entertainment and conversational tone to engage customers, prioritizing experiential marketing, maintaining a flexible yet consistent brand presence, giving customers more control and collaborating with others. It also emphasizes the importance of clarity on a brand's purpose and focusing on the customer benefits.
Cancer Research UK Race for Life at Good Bites...on branding inside outGOOD Agency
This document provides information about Race for Life, Cancer Research UK's largest fundraising event series. It began in 1994 with 680 participants in Battersea Park. Now there are over 240 events across the UK each year, attended by 1,000 to 20,000 participants who walk, jog or run 5k or 10k to raise funds. Since starting, over six million participants have raised over £457 million. The £14.99 registration fee covers event costs so that all funds raised through sponsorship go directly to cancer research. The document discusses the appeal of sponsoring Race for Life for brands, providing both tangible benefits through extensive marketing opportunities, and intangible benefits like connecting with participants' emotions and charitable affiliation. It outlines
Annie Moreton, Head of Individual Giving at Save the Children: Good Bites Big...GOOD Agency
The document summarizes the growth of Save the Children's annual restricted appeal from 2009-2012. It discusses testing different tactics like targeting new donor segments, prompting legacy gifts, and creating a feedback journey. Key results included income growth from £400,000 to £700,000 over the years. Tactics like reminders, high value donors, and direct mail acquisition drove success. Lessons included starting planning earlier, prioritizing less responsive segments, and demonstrating impact to decision makers. The document provides tips for integrated capital appeals, including setting objectives, testing approaches, and partner engagement.
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The document discusses a fundraising appeal called "Little Heroes" conducted by a charity to raise money for its nursery program. It provides background on the charity's poor past fundraising performance and low staff morale. It then details the various fundraising strategies used for the appeal, including direct mail, telephone calls, community events, mobile/text messaging, online campaigns, and PR. Results are presented showing some successful strategies like mobile/text fundraising but other struggles like community collections. Key lessons learned emphasize quickly abandoning ineffective approaches and starting with existing donors.
Matthew Sherrington, Strategy Director at The Good Agency: Good Bites Big App...GOOD Agency
This document summarizes a presentation about conducting a "mini-big appeal" fundraising campaign called "Little Heroes" for a nursery program. Some key points:
1) The campaign utilized various fundraising channels including direct mail, telephone calls, community events, digital, and PR to raise money.
2) Early results showed mobile fundraising and support from parents/staff were most successful, while community collections and phone calls required more work.
3) Lessons learned included focusing first on existing donors, quickly abandoning ineffective tactics, and creating internal support for the campaign.
1. The document discusses strategies for nonprofit organizations to put supporters back in charge by focusing on their mission and values rather than targets or what the organization does.
2. It recommends building a brand story around supporters, making the mission tangible and personal to supporters, and encouraging participation through fun engagement to connect supporters to the real-world impact.
3. Additionally, it suggests taking supporters to experience the mission first-hand and showing them the difference they make, as well as recognizing and congratulating supporters for their involvement.
Growing your appeal, Debbie West at the IoF National Convention 2012GOOD Agency
Save the Children has grown its annual restricted capital appeal into a phenomenally successful integrated campaign - No Child Born to Die. The team behind this landmark campaign will share how they were able to break even on cold DM, integrate legacy asks and double high-value income as well as add new channels. Take away useful tips on how you can make tactical asks strategic - optimising opportunities to leverage response and grow income.
CharityComms_SocialMediaConference 2012 - Getting heard in an ever louder wor...GOOD Agency
The document discusses how to get heard in an increasingly noisy world of social media. It notes that trust in social media has increased 75% while trust in traditional media is up 10% and online sources up 18%. To be heard, organizations should listen to their audiences, put people before platforms, tell simple and clear stories matched to the right mediums, collaborate and speak as a chorus rather than alone, target the right people, integrate social media into events, and continuously measure and learn.
People power2012 duaneraymond_hypev_susefulGOOD Agency
The document discusses distinguishing hype from useful digital tools for advocacy and campaigning. It notes there are now many options for digital outreach but advocates developing a strategy first that identifies goals, target audiences, and how to best influence them with minimal effort before considering tools. The document cautions against assuming new tools are always better and provides examples of evaluating tools like Second Life, Facebook, Twitter, email and blogging based on how well campaigning through each aligns with why people actually use that channel. It concludes that email is still often the best channel for calls-to-action.
People power2012 matthewsmerdon_speakingtruthtopowerGOOD Agency
This document discusses the importance of voluntary organizations being able to speak truth to power and critically challenge those in positions of authority. It notes that as voluntary groups rely more on government funding, through contracts rather than grants, their independence and ability to critique power structures can be threatened. The document explores the pressures on independence of purpose, voice, and action for voluntary groups. It examines factors that can influence groups' ability and willingness to speak out, and considers whether advocacy may become marginalized over partnerships with government. Overall, the document argues for protecting voluntary groups' independence so they can continue giving voice to the voiceless.
People power2012 justinepannett_puppypowerGOOD Agency
This document summarizes a presentation about developing effective campaigns to influence behavior change. It discusses recognizing that people do not always think rationally and are influenced by external factors. A case study is presented on a campaign to reduce irresponsible puppy buying. Audience research revealed people see pedigree dogs as higher quality brands and are swayed by cute puppies. The presentation advocates understanding audiences, recognizing barriers to change, and taking a long-term approach working with rather than against opposing forces to achieve meaningful behavior modification over time.
Is social giving fundraising's "Third Way"?_SocialMediaWeek_13_02_12GOOD Agency
Digital is face-to-face. Digital is personal. Digital is experiential. Digital is integrated. Digital is collaborative. Why, then, do we typically focus on applying traditional giving models to digital? Why do we focus on technology and optimising payment processes rather than influencing behaviours? This session explored where traditional community fundraising meets the digital age.
Good Bites...on brand and fundraising 21_10_2011: Mind Case StudyGOOD Agency
Mind conducted extensive research to develop their brand and fundraising strategies, including:
- Desk research and interviews with stakeholders
- A survey of over 1,800 members of the public
- Focus groups with existing donors, families/friends, local Minds, and Mind's Facebook community
- Testing of branding concepts and fundraising approaches
The research informed Mind's new positioning as a charity providing both care, support, information and campaigning on mental health issues. It also helped develop Mind's brand model, descriptors, and creative concepts to promote their mission of supporting those with mental health problems.
Good Bites...on brand and fundraising 21_10_2011: Ruth Richards presentationGOOD Agency
The organization Mind worked to better align its brand and fundraising efforts by conducting research that showed people were more likely to donate if they understood the cause of mental health better. It refreshed its mission, vision, values and visual identity to be more real, human, compassionate and courageous. This helped converge the goals of charitable work and income generation. While rolling out the new brand internally, it will test new fundraising asks and run an integrated campaign in the spring to recruit and retain more individual donors.
Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark...GOOD Agency
It’s no secret: brand managers and fundraisers often struggle to work together. At best the two experience tensions, at worst the two functions can fight like cats and dogs, with the supporter lost amongst it all.
We know frustrated fundraisers who try to deliver effective appeals and campaigns but get held back by inflexible brands that have little consideration for fundraising audiences and techniques. We also know many brand managers battling daily to get their fundraising colleagues to understand the importance of a consistent brand and communications to help connect audiences with their cause. Both want the same thing but how can the two work in harmony?
This event helped fundraisers and communications/ brand managers work together to create a charity brand that will deliver the ultimate supporter experience.
Good Bites...on legacies 14_09_2011: Rob Cope presentationGOOD Agency
The UK legacy market is estimated to be worth around £1.9 billion* a year yet many charities struggle to create effective strategies and communications that tap into this.
Striking the right balance between inspiring a supporter to want to leave you a legacy and overcoming the barriers that stop them doing so is essential within your legacy marketing strategy. Only by understanding people and their motivations, then using this insight effectively, can you create the right offer (not ask!) that genuinely engages, inspires and reassures.
Speakers Roger Lawson, Strategy & Planning Director, Paul Newman, Senior Planner and Debbie Clark, Planner, The Good Agency shared some of the most effective legacy marketing in the sector. Rob Cope, Director, Remember a Charity shared insights on how Remember a Charity can share your burden.
* Legacy Foresight 2009
Clicks don’t matter. Likes don’t matter. Retweets don’t matter. Real world outcomes matter. Making them happen is about more than telling your story, it’s about helping people to be a part of it. And that’s what digital is good at.
On Tuesday 7th June, we brought more than 40 digital fundraisers and communicators together at 'Good bites...on digital' to look beyond one-dimensional, transactional approaches to digital fundraising and campaigning - focusing on how digital can build genuine engagement instead.
Increasing income through brand and communications_Kleinwort Benson event_16_...GOOD Agency
Chris Norman, The Good Agency,Strategy Director, presented how the right
approach to communicating your brand story can significantly increase engagement with your
cause.
Integration is not a new concept. We all know that to stand the best chance of achieving our organisational goals, we need to collaborate on objectives, strategy and tactics. Fundraisers together with campaigners, policy makers with marketers - all with the supporter at the heart of the process. Yet there remains an action gap and silos are still ruling.
Charities that take an integrated approach are beginning to reap the benefits of more engaged supporters, both in terms of donor and advocate numbers. So how do you make it happen?
This free event will provide insight from both a fundraising and a campaigning perspective, share examples of how to get integration right, how to measure success and, crucially, offer advice on how to help solve your integration challenges.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
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The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
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The Role of White Label Bookkeeping Services in Supporting the Growth and Sca...YourLegal Accounting
Effective financial management is important for expansion and scalability in the ever-changing US business environment. White Label Bookkeeping services is an innovative solution that is becoming more and more popular among businesses. These services provide a special method for managing financial duties effectively, freeing up companies to concentrate on their main operations and growth plans. We’ll look at how White Label Bookkeeping can help US firms expand and develop in this blog.
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During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
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The Good Agency_Integration Afternoon at the IoF 2010 convention
1.
2. Integration:
What it Means
Quest and
Barriers
Supporter
Experiences
Motivations
and Values Emotions in
Decision-making
Influencing and
Influencing and
Social Psychology
Social Psychology
Opportunities
Planning
Toolkit
Tools
6. And our supporters are changing
Valley of Death!
Dorothy Donor
Susan Supporter
7. Integration: Why do it?
• Brand re-positioning
• Fundraising goals
• Supporter acquisition
• Public support to leverage advocacy
• Consumer/public pressure on specific targets
• Supporters want involvement
8. What Integration offers
• Involvement and experience for supporters
• Connection and loyalty (supporter retention)
• People power (leverage for advocacy)
• Brand focus and focused communications
• Organisational catalyst
• Improved ways of working
• Fun
9. Transformational connection
Low value High value
Single product Multi products
Transaction Relationship
Aware Emotionally engaged
Project responsive Brand loyal
Supporter Ambassador
Uninformed Informed
Sceptical Trusting
Activity Experience
Moment Memory
10.
11. What Integration looks like
• Coherence: the story you will tell, consistently
• Integrity: being true to yourself, and mission
• Alignment: of activities, messages, opportunities
• Coordination: prioritisation, decisions, planning
• Integration is NOT everything, to everyone, all the time
12. What Integration requires
• Supporter-focused philosophy
• Planning and processes
• Systems and discipline
• Hard work
• Leadership and decisions
13. But it’s difficult
Leadership Managing data Definition of value
Change
Supporter insight Supporter vision
management
Ownership / Consistent Communication
responsibilities procedures strategies
Supporter care Integration with
Shared objectives
strategy branches
Integrated Organisational
Evaluation
communications mindset
15. Does it work?
Care2 stats from the US:
• “Non-donors who take action online are 3.5 times more likely to donate
than non-donors who get e-mail but haven’t taken action,”
• Existing donors who take action online are 2.3 times more likely to
donate than donors in the e-mail file who haven’t.
“I feel like I can do a lot more when I am involved with them personally”
“I just wanted to thank Lisa for her letter in which she provided a postcard
and a petition with addressed envelope. She made it so easy for me to
respond and I appreciate that. And she didn't ask for money at this time,
either. Also appreciated, since I always send money when I can.”
17. The Experience Economy:
Customisation
Commoditisation
Source:
The Progression of Economic Value
The Experience Economy: Pine II and Gilmore, 1999
18. Premium Pricing
£15.00
£12.50
£10.00
£7.50
£5.00
£2.50
£0.00
Source:
The Price of Coffee Offerings
Adapted from: The Experience Economy: Pine II and Gilmore, 1999
21. The Starbucks Experience
Principle 1: Principle 2:
Make it your own Everything matters
Principle 3: Principle 4:
Surprise & delight Embrace resistance
Principle 5:
Leave your mark
Source:
The Starbucks Experience: Joseph A Michelli, 2007
22. What does it mean for us?
Transactions
Experiences
23. Our great opportunity?
“Fundraisers will wake up to the fact that they are selling neither their
organisations nor their causes, nor their missions and certainly not all the
nuts and bolts and insignificant minutiae of what they do. Rather they are
promoting joy, the warm glow, the exhilaration, the sense of achievement
and fulfillment, even the meaning of life. As business life and political life are
so discredited now, the timing for all this could not be better now.”
Ken Burnett: http://www.kenburnett.com/Blog2020vision.html
But fundraisers cannot do this alone. While the basic offer is,
“If you give us money and we’ll sort out the problem” then we
are missing the chance to engage the donor in the one thing
that will really excite them – the chance to change the world.
52. Why do people do anything?
Self fulfilment needs
Self Actualisation
Personal growth and
self fulfilment
Aesthetic Needs
Beauty / Know, understand, explore
Self Esteem
Achievement
Esteem of others
Recognition
Psychological needs
Belongingness / Love
Friends / family
Safety
Security / freedom from fear
Physiological Basic needs
Food / Water / Shelter
53. Why do people give?
Completeness
Status
Pride & Esteem
Achievement
Tribal
Basic
Emotional
54. More recent research
Guilt 5% Donors
Compassion 41%
Belonging 20%
Inspiration 34%
Guilt 7% Donors who do more
Compassion 22%
Belonging 32%
Inspiration 39%
59. What does this mean for you
• Do you know why someone would support you?
• Do people give to you for the same reasons they campaign for you?
• Can you match your needs to their needs? And your values to their
values?
66. Two types of emotion
Positive Negative
Fear
Happiness
Anger
Love
Disgust
Hope
Sadness
67. Emotion in decision making
Incidental Integral Expected
Much less important
The feelings that
The feelings about Cognitive analysis
you happen to have
the specific issue / of these leads to
at the time you need
decision less post-decision
to make a decision
satisfaction
Source:
The role of emotions in foreign policy decision making, Renshon, J.B. & Lerner, J. S.
Wilson et al, 1993
68. Do emotions evoke responses?
Emotions that evoke responses Emotions that don’t evoke responses
Disgust: Causes disengagement,
Anger: Typically involves attempts to although it can trigger
redress injustice attempts to cleanse oneself of
offending objects / ideas
Hope: Creates optimism which is
important if encouraging risk Sadness: Causes disengagement, and
taking sometimes efforts to change
one’s circumstances
Happiness: Happy people are most likely
to help other people Contentment: Appraised with low effort and
inactivity
Source:
Do positive and negative emotions have opposing influences on hope? Jennifer S Lerner and Deborah Small, 2002
69. What does this mean for us?
Our emotions need to overcome
Our emotions must create actions
incidental emotions
What emotion is Consistency
right for you?
Cause /
Brand
Issue
Relationship Action
What you
Your
want them to
supporters
do
Their values, your needs
Fundraising, campaigning and behaviour
change are not about being rational
70.
71. Fundraising skills are key to inspiring action
• Reach = the right audience and channel
• Relevance = connection to their world
• Resonance = emotionally moving
• Realism = confidence it makes a difference
i.e. clear need, clear solution, a clear role for our supporters,
clear ask for the task
• Reward = thanks feedback, appreciation
(before you start again ...)
72. Social psychology and public
campaigning
Influence and persuasion
– the importance of the big six…
• Reciprocation
• Commitment and consistency
• Scarcity
• Liking
• Authority
• Social proof
Influence – the psychology of persuasion
Robert Cialdini
73. Herd
• More on psychology to really
freak out those who believe
we are independent
thinkers….
Herd
Mark Earls
74.
75. Social psychology and public
campaigning – why Dove?
• Reciprocation – We didn’t do this one (but I’ll come
back to it later…)
• Commitment and consistency – Initial easy action for
our supporters against the Chair of the Round Table on
sustainable Palm Oil
• Scarcity – disappearing forest
• Liking – Oang-utan (not Greenpeace!!), and their
favorite brand good here too
• Authority – 3-year investigation
• Social proof – well this is where Flickr and the ad
agencies came in…
89. Leading
Endorsing
Owning
Endorsing
Contributing
Endorsing
Acting
Endorsing
Observing
90. Kit kat – the pyramid the ran away with
itself!
1,300,000 people have viewed the Kitkat ad
on YouTube
91. Kit kat – the pyramid the ran away with
itself!
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube
92. Kit kat – the pyramid the ran away
with itself!
~8,000 people stopped and had there first
face-to-face conversation with Greenpeace
and then wrote to Nestle
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube
93. Kit kat – the pyramid the ran away with
itself!
10% of our appeal donors gave an extra gift
to our palm oil appeal – in 10 days…
~8,000 people stopped and had there first
face-to-face conversation with Greenpeace
and then wrote to Nestle
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube
94. Kit kat – the pyramid the ran away with
itself!
~1,000 people became Nestle ‘friends’ on Facebook
10% of our appeal donors gave an extra gift
to our palm oil appeal – in 10 days…
~8,000 people stopped and had there first
face-to-face conversation with Greenpeace
and then wrote to Nestle
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube
95. Kit kat – the pyramid the ran away with
itself!
750 people gave a gift to fund a press
ad – 50% of them their first gift
~1,000 people became Nestle ‘friends’ on Facebook
10% of our appeal donors gave an extra gift
to our palm oil appeal – in 10 days…
~8,000 people stopped and had there first
face-to-face conversation with Greenpeace
and then wrote to Nestle
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube
96. Kit kat – the pyramid the ran away with
itself!
3 people ‘dropped’ in on their AGM
750 people gave a gift to fund a press
ad – 50% of them their first gift
~1,000 people became Nestle ‘friends’ on Facebook
10% of our appeal donors gave an extra gift
to our palm oil appeal – in 10 days…
~8,000 people stopped and had there first
face-to-face conversation with Greenpeace
and then wrote to Nestle
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube
97. A patchwork of involvement
that was building a mighty pyramid
91,000 people became
beneficial owners
98. A patchwork of involvement
that was building a mighty pyramid
Hundreds of people
twinned with our
orchard and
allotment
99. A patchwork of involvement
that was building a mighty pyramid
Over 2,000 donors
gave an extra gift
to Airplot = £67,000
Just under 200 people
took out a direct debit
as a result of our thank
you email to Airplot
joiners
8% people of Airplotters
contacted have started direct
debits – so far!
100. Our vision was -
unashamedly - here
Physical block
Legal block
We won here
Social block
101. A work in progress pyramid - bp
>2,000,000 people have viewed the BP competition
102. A work in progress pyramid - bp
All donors have been asked to join the
competition, and we took out an ad
>2,000,000 people have viewed the BP competition
103. A work in progress pyramid - bp
Thousands of people have re-branded bp on our
streets
All donors have been asked to join the
competition, and we took out an ad
>2,000,000 people have viewed the BP competition
104. A work in progress pyramid - bp
> 2,359 people have entered our competition
Thousands of people have re-branded bp on our
streets
All donors have been asked to join the
competition, and we took out an ad
>2,000,000 people have viewed the BP competition
105. A work in progress pyramid - bp
Just started to recruit on our homepage
> 2,359 people have entered our competition
Thousands of people have re-branded bp on our
streets
All donors have been asked to join the
competition, and we took out an ad
>2,000,000 people have viewed the BP competition
106. A work in progress pyramid – bp
2 people climbed bp’s headquarters
3 people interrupted bp’s
National oil convention speech
Just started to recruit on our homepage
> 2,359 people have entered our competition
Thousands of people have re-branded bp on our
streets
All donors have been asked to join the
competition, and we took out an ad
>2,000,000 people have viewed the BP competition
121. ( #
22nd March Palm Oil Supporter Journey 2010
17th March
,
29th March
17th March - ! "
'
1
17th March -
17th March $ % +
! " # )
"
(
# )
* +
!" *+
" #
17th March -
24th March -
" "
17th March -
"
" #
31st March
&# 17th March - - # 7th April
' " ) #
,
% $ % ' / 0
. #
# $ , " '/
)
$ %,
'
# & &'
$ . # ,
$ %
27th March - *+ " #
& #
12th /13th
April
'
P.T.O.
122. Palm Oil communications to potential GPUK supporters Key
Ebulletin Web team
Thank you
Email action email 1
GPUK Direct marketing – recruitment activity
website
Direct marketing – development activity
Intro email 2/
Press thank you
inserts Campaign-led communication
Google Adwords
Active Supporters programme
Paid-for Thank you E-mail and e-action follow-ups – new programme
banner ads Email action email 2 Photo action
Supporter-hosted
banner ads
SMS from press Get email Intro email
ad
details
Mid-May follow-up email Mid-June follow-up email
On-street leaflet
Photo not taken Thank you
but opted-in for info email 4
Thank you Email your
Photo taken
on street
email 3 photo to company
Thank you Thank you
F2F fundraising teams will also be participating in the photo
action work email 5 Email action email 6
Palm Oil communications to existing GPUK financial supporters
Postal
Email upgrade ask Postal upgrade Connect – Palm Oil
reminder special
ask
Email action ask
Postal cash ask Postal reminder
Email cash ask
Mid-May: follow-up email Mid-June: follow-up email
125. What and Why
Supporters knit hats for
newborns and add a
message label for the Prime
minister
• Poorest babies vulnerable to cold
• Engage traditional fundraising
supporters in:
– Our new child survival campaign
– Political campaigning
• Show support for aid from
‘unusual suspects’
125
126. How
• Campaign Brand - Knit One Save One
(March - Oct 2008)
• DM / WoM - StC channels
• PR - Paul O’Grady, Women’s Weekly,
Sun, local and regional press
• Political - PM hand-in and MP events
(Westminster and constituency)
• Follow up - ‘campaigning explained’
mail with further ask
• Hats - Kenya, S Africa, Afghanistan,
Mongolia, Tibet
126
127. What happened
• 800,000 hats
• 100,000 knitters
• 40,000 messages to PM
• 20,000 new campaigners + data
• 2,800 second action cards
• £500k equivalent PR
• 50 MP’s actively involved
• 10 constituency events
• 1 PM quoted Save the Children
campaign in speeches
127
128. So…
• Start with your audience
• Make it simple, emotional, creative
and visual with tangible impact
• Don’t get all ‘political’ with
supporters, media or targets (well not
all the time)
• When people invest time they think
• New approaches refresh old hands
• Success brings challenges -
messaging control, logistics, data,
budget….
128
130. Why
• Israel launch massive air
and ground attack on Gaza
(late Dec 08 - early Jan 09)
• ‘Response’ to Hamas rockets
• ‘Like 1.5m people on Isle of White’
• 50% U16
• Hugely polarised media
• Regardless of politics
children in real danger
130
131. What and How
• Public pressure for ceasefire
• Build brand as ‘leading
independent emergency
responder’
• Provide action as an outlet
• Place press ads on 10th & 11th
Jan
• Offer txt response + permission
to contact
• Support with traditional media
work
131
132. What happened
• Ads + back-end set up in 4
days
• Guardian, Times,
Independent, Telegraph
• And then to our surprise…
– 100,000 txt
– Extensive digital media pick up
– 83,000 ‘pass to friend’ follow up
txt
– PM personally tracking response
and using in negotiations
132
133. Taking it further
• Huge pool of new contacts
• No email or postal data
• Took risk on follow up
calling
• 100k calls
• 8,960 new regular givers
– High average annual donation
• Campaign ROI of 1.4
– Over 1, including initial media
costs
133
134. And for campaigning…
Great first phase but limited
opportunity for follow up…
– Gaza not a long term policy or lobbying
priority
– Hard to build journey as very issue specific
group
– Limited resources for any campaign follows
ups where no email captured
134
135. So…
• High profile moments drive response and longer term
value, if you can catch them right
– Be flexible and quick off the mark
– Offer a specific, tangible first ask, with a clear purpose
– Build with relevant second asks and feedback
– Integrate campaigning and fundraising
• BUT….sustainable public campaigning needs a longer
term integrated policy and political strategy
135
137. Why and What
Financial crisis shows
how global financial
markets make vast
profit at public’s
expense and hurt poor
• Bonuses continue after bail out
and turn down
• Unique moment of political and
public opportunity
• Campaign for Global Financial
Markets to pay:
– full cost of their part in crisis
– fair share towards global public goods
like health, education and climate
change
137 – tiny transaction tax = $20bn in
revenue for UK alone
138. How
• Reframe for our times…
a tiny tax on bankers to make a massive
difference…
good…fair… workable… common sense…
• Not naïve, ranty, complicated, bad or a cost
you…
• Serious heart - political and policy
• Strong popular identity – visual, simple, flexible,
shareable, embodying idea
• Broad ‘lite’ coalition - focused, shared interest at
moment in time
• Channel anger - debate, sharing, action, creativity
138
139. What happened
• Richard Curtis develops Robin Hood Tax
brand
• 100 + organisations sign up
• 190,000 on facebook
• Top trending tweet
• 47,000 sign ups
• 20,000 actions
• Going global
• ‘Robin Hood Tax’ widely used term
• Extensive coverage as ‘serious’ and ‘viable’
option
• IMF support tax on financial markets
• Sarkozy, Merkel, Osborne, Obama accept
banks must pay fair share for mess
• Battle is now on the type of tax and how much!
139
140. So…
• Never waste a good crisis -
opportunity, alignment, energy,
engagement, emergent activity
• Make it simple, visual, shareable,
timely emotionally resonant
(and work with a brilliant communicator)
• BUT ensure it goes deep
• Mix ‘voices’ and ‘tones’
• Let it out there and ride the waves
• Be reactive and flexible when needed
• Plan in phases
• keep an eye on horizon
140
141. Thank you for listening
j.smith@savethechildren.org.uk
142. Forest Law
Argentina
Create pressure over the Senators to make them
approve the Forest Law.
To create real pressure into the Senate we will
have to ask for 1 million votes (hopefully getting 5
thousand hundred).
143. Emailing appeals cycle
If voted If opened the email
Vote Forward to your contacts Print the chart and make people sign
If didn’t vote If didn’t opened
144.
145. Channels
• Emails
• Newsletters
• Appeals
• Video
• Face-to-face
• Press
And if you have a lot of money…
• Mail
• Telephone
146.
147.
148.
149.
150.
151.
152. Propositions… we need you
because…
• We need people in key constituencies
• We need as many people as possible
• We have a target membership that will be
powerful because
• The company we are targeting cares what
you think about their brand
• If even a small number write to their MP…
• We know you care about this issue
because you gave to it last year
160. Assets
• E-assets are cool!!
– Killer logo
– Photographs on Flickr
– Videos on Youtube
– Upload of logo re-design
– A place to put ‘real life’ work
– I’m an Airplotter
• Real assets are cool too
– T-shirts
– Badges
– Stickers
172. Emailing campaign summary
Percentage of Internet users that voted 9.4%
Number voting >1,100,000
New cyberactivists >750,000
Approached by email ~600,000
Response rate ~1%
Conversion to regular giving in 2007 ~6,000
Approached for regular gift by telephone 170,000
Response rate 9.65%
Conversion to regular giving in 2007 ~16,500
Total conversion in 2007 23,647
173. $1 at cost order = main cell
• 111,000 e-mail test
• 40% open rate (double best appeal)
• 30% click-thru (triple best appeal)
• 2.6% orders, 50% with extra donations;
• $9,500 sales and$16,000 income
Free-sticker = test cell
• 30,000 generated
• 15% with donations
• 1200 new donors